On the Go And In the Know: CRM For Mobile Customers And Agents

Richard T. BrockChairman and CEO

Firstwave Technologies, Inc.

Recent Tipping Point

• Why did the digital rolodex never take off?– A stand alone functionality

• The Palm changed that because it combined contacts and appointments and integrated with Outlook

A Good Question

• What does the 28lb. Compaq and the 2.3lb. Toshiba have in common?

Value of of PDAs and Notebooks

• Neither are true notebooks

– Tablet PCs and PDAs are a major Tipping Point

WIFI

• Raises the value of a PDA and notebook to the nth power– If a notebook or pda can’t be with you

and utilized simply, it is not useful– Up to the minute email– Critical customer interaction– Access to web-based applications– Working “outside the office” takes on

a whole new meaning

Character Recognition vs. Character Capture

• Bottom line is we need to capture all notes– Notes contain more than letters and

words – may contain drawings and charts– Document attachment is important

• Character recognition programs– “Missed the Boat”

Tablet PCs and PDAs supported by data synchronization or wireless is the new

paradigm

Beyond Email

• Automatically capturing “the story so far”– Auto attach – Sweeper on the receiving

function• Avoids “spam jam”• More importantly, integrity replaces

discrete islands

What is CRM?

CRM is a Strategy – Not an Application

CRM is a strategy based on the combination of systems, information, policies and

processes that empower organizations to deliver higher quality customer services

more profitably

The overall goal of CRM is to:

“Keep your customers, your customers.”

Building the CRM Strategy

A Great CRM Strategy…

• Realigns and reinvents business process• Is based upon the full range of

technology• Provides a complete view of information• Puts current applications to strategic use• Drives ROI for both the organization and

customer

A Great CRM Strategy… Realigns and reinvents

business process

• Business to Consumer– What happens when a customer experiences a

problem?– What can we learn from that experience?

• Business to Business– How do we react to problems?– How do we prevent problems from occurring?

A Great CRM Strategy… Is based upon the full range of

technology

• Database Integration• Networks/Internet• Relational databases• Browsers• Applications• Wireless

Technology

A Great CRM Strategy…Provides a complete view of

information

What you need to know When you need to know

itWhere you need to

know it

Changing the way we interact with customers

A Great CRM Strategy…Puts current applications to

strategic use

• Customer information• Service • Product• Sales

Current Customer Scenario Delayed

Access

The Customer

The Meeting

Delayed Access

Schedule follow-up using your PDA

Delayed Access

Sync PDA with laptop

Delayed Access

Enterprise Data

Sync Laptop w/Enterprise Data

(finally)

Delayed Access Problems

• Major opportunities for error – PDA Data is not current –

meeting time and date may not be available

– Data Synchronization Issue between PDA, Laptop and Enterprise

Result

Dropping the Ball and losing the

opportunity

Current Customer Scenario Direct Access

Direct Access

Enterprise Data

Direct Access Advantages

• Cut out wasted steps and Save valuable time

• Get it right the first time – schedule resources effectively

• Real Time Access to critical Enterprise Data

• Eliminate– synchronization errors– scheduling conflicts

Result

Success!

CRM Wireless ExperienceThe Future

• Agent calls a customer from PDA enabled phone

• CRM application tracks the call and documents activity– (who, date, time, length of call, etc.)

• Customer requests a meeting to discuss a service issue

CRM Wireless Experience The Future

• Agent schedules resources for the meeting

• Agent uses CRM application to create an audio note for all co-workers attached to the meeting activity

• All data is linked to client’s record • Bonus: Audio is converted to text,

providing a document of the call

How is this made possible?

• Interactive Voice Response• Speech to Text conversion• Hi-speed wireless networks• Next generation phone

technology– OS, data stores, multi-media,

etc.

Enterprise Value Proposition

• Enterprise Issues– Real-time access to critical customer

data– Current handheld methodologies have

been too complicated for real-time access

– Majority of data required is read-only– Hardware costs have been too high

and complications too frequent

What has changed?

• Next generation of wireless network is here. -WIFI-

• Sync just was too complicated – right problem/wrong solution

• Shortest distance is a straight line.

A Great CRM Strategy…Drives ROI for both the

organization and customer

Organization’s ROI• Increases revenue by eliminating steps

• Enables greater customer satisfaction through fast, reliable transactions thus creating loyalty and increased profits

• Provides smoother, more efficient information flow

• Simplifies user access to critical information

• Eliminates complex technology solutions that get in the way of business process

A Great CRM Strategy…Drives ROI for both the

organization and customer

Customer’s ROI

• Better service• Timely response• No problems!

Thank You

Reminder:

• Please be sure to complete your session evaluation forms and place them in the box outside the room. We appreciate your feedback.