poniendo en primer lugar la voz del cliente dentro de su modelo corporativo de agilidad del negocio
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![Page 1: Poniendo en primer lugar la voz del cliente dentro de su modelo corporativo de agilidad del negocio](https://reader033.vdocuments.us/reader033/viewer/2022051323/54b6d5c94a7959bc4e8b45a9/html5/thumbnails/1.jpg)
Copyright © 2009 Infor. All rights reserved. www.infor.com.
Putting the Voice of the Customer First in Your Enterprise-Wide Business Agility Framework
Tony ComptonDirector, CRM Product Marketing
1
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2 Copyright © 2009 Infor. All rights reserved. www.infor.com.
Greetings from Chicago…
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3 Copyright © 2009 Infor. All rights reserved. www.infor.com.
Greetings from Chicago!
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4 Copyright © 2009 Infor. All rights reserved. www.infor.com.
“CRM” is your best player!
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5 Copyright © 2009 Infor. All rights reserved. www.infor.com.
Framework for a Continuum of Care
Enterprise ResourcePlanning
(ERP)
FinancialManagement
(FM)
Enterprise Asset Management
(EAM)
Product Lifecycle Management
(PLM)
Supply Chain Management
(SCM)
Human Capital Management
(HCM)
Customer Relationship Management
(CRM)
Performance Management
(PM)
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6 Copyright © 2009 Infor. All rights reserved. www.infor.com.
Leading the “Influence Economy”
Coming out of the recession…
The march toward Customer Experience ManagementMarket-driven; Customer-driven Thrill ride: Simultaneously frightening and exciting
The “Voice of the Customer” now lives in:Product lifecycle managementWorkforce management Supply chain managementDemand and inventory managementDistribution strategiesBusiness “ecosystem” collaboration
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7 Copyright © 2009 Infor. All rights reserved. www.infor.com.
The Element of Trust
“When Did We Start Trusting Strangers?”
17,000 global web users surveyed “New influencer landscape” developingThree trends:Rise in social media Importance of digital friendsProliferation of influencer channels
“(Companies) need to participate in an influence economy by providing the tools and spaces for facilitating the creation experiences consumers want to have.”Source: “When Did We Start Trusting Strangers,” Universal McCann, September 9, 2008
Source: Peppers and Rogers Group, October, 2008
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8 Copyright © 2009 Infor. All rights reserved. www.infor.com.
Consumers trust ratings and reviews by one another more than they trust marketing campaigns.
The Element of Trust
Source: “Best Practices - Using and Supporting Multiple Customer Interaction Channels”Suresh Vittal, Forrester, November, 2009
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9 Copyright © 2009 Infor. All rights reserved. www.infor.com.
CRM Viewpoints
What if you could…?
Exploit intelligent customer interactions?Rely on an engine that doubled as the heart of your
enterprise-wide framework?Take pride in your contact center?Employ a workforce conducive to CRM success?Deliver the right messages to your customers?
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10 Copyright © 2009 Infor. All rights reserved. www.infor.com.
Consumer
Web
TV
Phone
Store
Word of Mouth
Web TVStore
Marketer
Direct
Organizational Structures Inhibit Marketers
Source: “Best Practices - Using and Supporting Multiple Customer Interaction Channels”Suresh Vittal, Forrester, November, 2009
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11 Copyright © 2009 Infor. All rights reserved. www.infor.com.
Marketing and CRM Vision: Across All Touchpoints
Centralized Marketing Planning and Decisioning
Enterprise Offer Management
Customer Insight and Closed Loop Reporting
OUTBOUND
Segmentation
Permissions
Optimization
Events/Execution
INBOUND
JIT Targeting
Virtual Profiling
Context Tracking
Real-Time AnalyticsOrchestration
Marketing Resource Management
Strategy
Planning
Budgeting
E-MailDirect Mail Telesales SMS ATM IVRBranch Call Center Online/TV
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12 Copyright © 2009 Infor. All rights reserved. www.infor.com.
What do we know?
450 Senior Marketers Surveyed Worldwide:
Only 15% rate themselves as extremely good or effective at integrating disparate customer data sources and repositoriesOnly 6% say they have excellent knowledge of their customers when it
comes to demographic, behavioral, psychographic and transactional dataMore than 31% have churn rates above 10% and 32% report having
customer turnover of 5% to 10% 31% say they don't do data mining at all, and 63% say they are doing
only moderate levels of data mining for intelligence and insight
Senior Marketers “Miss the Boat” on Customer Data
Source: CMO Council; “Marketers Missing the Boat on Customer Data”Barney Beal, SearchCRM.com News Director; SeachCRM.com eBook, September, 2009
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To Achieve Success…
Customer History
Current Activity
Past Purchases
Service Items
Order Status
Products Used
Sales Reps
Service Reps
Interaction Management Holds the Key to Success
Increase ARPU
Decrease Churn
Analytical Intel
Calculate Loyalty
Span Multichannel
Commoditize
Limited CRM Vision
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14 Copyright © 2009 Infor. All rights reserved. www.infor.com.
To Achieve Success…
Customer History
Current Activity
Past Purchases
Service Items
Order Status
Products Used
Interaction Management
Utilize All Customer Data to Drive Intelligent Interactions
Increase ARPU
Decrease Churn
Analytical Intel
Calculate Loyalty
Span Multichannel
Commoditize
Intelligent Interaction Management Delivers
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15 Copyright © 2009 Infor. All rights reserved. www.infor.com.
Analytical CRM Problem Solving
Outbound Marketing Direct Mail E-Mail Marketing Reporting and Analytics
Interaction Management Real-Time Analytics Self-Learning Engine Multi-Channel
Integrated solutionfor analyzing customers
Easy-to-usesegmentation and
campaign planning
Coordinated outbound and inbound campaign
execution across multiple touchpoints
Closed Loop Solution Campaign Awareness Channel Awareness Offer Optimization Increase Acceptance Reduce Churn
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Workforce Optimization
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CRM+WFO
Leading talent issues for management:Contact center staff across multiple sitesStaff proficiencies and personality preferencesMatching and surpassing customer expectations Forecasting and scheduling
Customer Relationship Metrics 2008 survey:Contact center management emphasized accessibility metrics
(service level, average speed of answer, % calls abandoned)…VS. efficiency metrics (agent occupancy, agent utilization) and
workforce management effectiveness (agent adherence, forecast accuracy, schedule accuracy) metrics
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Cause and Effect
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Bell Canada
Profile
Multi-Channel Marketing Excellence
One of North America’s largest communications providersOver 20 million customers
Business ChallengesProblems with disparate applications and databasesNo standardized practice for cross- and up-sellingDifficult to craft interactions and drive revenue from
existing customers
Solution Infor CRM Epiphany Interaction Advisor
ResultsAverage 50% offer response; 18% rise in CSR sales
per hour15% uptake in ARPU, with users tallying $1.04 higher
ARPU than nonuser Increased the ability to distribute promotional
campaigns by 75%, lowering time to execute campaigns from four days to four hours
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20 Copyright © 2009 Infor. All rights reserved. www.infor.com.
Bell Canada Performance – Correlation Analysis
Rank76-100% Recommend Rate
51-75% Recommend Rate
26-50% Recommend Rate
0-25% Recommend Rate
Overall
Average RPH by Quartile $26.18 $24.80 $21.10 $19.48 $22.89
Average RPC by Quartile $4.13 $4.12 $3.48 $3.04 $3.69
Average Recommend
Rate (%)76.38 61.43 48.03 24.41 52.58
Total number of Agents 425 425 425 424 1699
• Revenue per hour is 34.5% higher in the top quartile compared to the bottom quartile
• Revenue per call is 36% higher in the top quartile compared to the bottom quartile
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Productivity Rate
9.5% Q3 2009
For Your Consideration: New USA Statistics
US Department of Labor/Bureau of Labor Statistics
"While the recovery has been jobless so far, that should soon change. Within the next few months, companies should be adding instead of cutting jobs."
…National Association of Business Economists President Lynn Reaser*
Unemployment Rate
10.2%Q3 2009
US GDP
Q3 2009 2.8%
(revised)Q2 2009 – 0.7%
US Department of Commerce/ Bureau of Economic Analysis
Source: Wall Street Journal, “Weighing Jobs and Deficit,” November 24, 2009
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Create an Economic Checklist
Back time your “Recession Clock” to December, 2007Average recession lasts 16 months (but this one is “not average”)
Analyze industry CRM spending in 2009-2010Traditional CRM spending lag when compared to GDP
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$m
0.0
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
4.5%
5.0%
1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 20070
1000
2000
3000
4000
5000
6000
7000
8000Worldwide CRM license andmaintenance revenue (Gartner)
% C
hang
e
U.S. GDP%
Change
CRM Investment Correlates With Economic Growth (With a Lag)
Source: Gartner, “Innovation and the Next Generation of CRM,” Ed Thompson and Michael Maoz, September, 2008.
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24 Copyright © 2009 Infor. All rights reserved. www.infor.com.
Create an Economic Checklist
Back time your “Recession Clock” to December, 2007Average recession lasts 16 months (but this one is “not average”)
Analyze industry CRM spending in 2009-2010Traditional CRM spending lag when compared to GDPKey industries to watchBanking/Financial ServicesConsumer Products/ManufacturingCommunications, Media & EntertainmentTravel/Hospitality
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25 Copyright © 2009 Infor. All rights reserved. www.infor.com.
Transforming Environments
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26 Copyright © 2009 Infor. All rights reserved. www.infor.com.
Framework for a Continuum of Care
Enterprise ResourcePlanning
(ERP)
FinancialManagement
(FM)
Enterprise Asset Management
(EAM)
Product Lifecycle Management
(PLM)
Supply Chain Management
(SCM)
Human Capital Management
(HCM)
Customer Relationship Management
(CRM)
Performance Management
(PM)
![Page 27: Poniendo en primer lugar la voz del cliente dentro de su modelo corporativo de agilidad del negocio](https://reader033.vdocuments.us/reader033/viewer/2022051323/54b6d5c94a7959bc4e8b45a9/html5/thumbnails/27.jpg)
27 Copyright © 2009 Infor. All rights reserved. www.infor.com.
1. Microsoft 2. IBM 3. Oracle Corp.4. Hewlett Packard 5. SAP6. Dell Inc.7. Cisco Systems8. Salesforce.com9. Google10. EMC11. Sun Microsystems12. Apple13. Infor14. Sage15. Siemens16. RIM17. Adobe18. AT&T19. Intel20. Lenovo21. Accenture22. TATA Consultancy23. Lawson24. Motorola25. ADP
1. Microsoft 2. IBM 3. Oracle Corp.4. Hewlett Packard 5. SAP6. Dell Inc.7. Cisco Systems8. Salesforce.com9. Google10. EMC11. Sun Microsystems12. Apple13. Infor14. Sage15. Siemens16. RIM17. Adobe18. AT&T19. Intel20. Lenovo21. Accenture22. TATA Consultancy23. Lawson24. Motorola25. ADP
Top 25 Most Influential Technology Vendors for 2009
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Happy Customers…
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Questions, Please!
Thank you!
29