tools of negotiation
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8/8/2019 Tools of Negotiation
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CRM
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Customer Relationship Management
Definition
An approach Supporting tools
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CRM approach
[Seybold 1998, 2000]
Integrated and structured process to
interact with customers Goal: build with customer long term
relationship, increase his satisfaction,increase value of company for him/herand viceversa
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CRM approach
Customer becomes core aspect ofcommercial strategy
The company Makes access to product/services as easy
as possible
Produces customized offers
Provides complete access, from pre-saleto post-sale
Collects complaints and suggestions
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CRM - tools
CRM approach not feasible without toolsupport
CRM starts with Siebel (1993)
ERP
ERP
SCM CRM
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CRM paradigm
Multichannel Customer accesses company through any
channel Web, call center, counter, (mail)
Uniqueness of data and service Access is consistent through all channels
Data (on product, on customer) is the same and doesnot depend on channel
End to end service chain
Front end: contact with customer (CRM) Back end: service provision, delivery,
administration
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Service chains
Can be more or less complex
Level 1: reservations
Level 2: product sale Level 3: customer care
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Ex.: reservations
Health services, flights, movies ..
Database with availability of
product/service + (multichannel) frontend
Simple service chain
Sale of right to a service (noservice/product itself)
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Ex.: E-commerce
Computers, books, music
Complete service chain Sale of product + delivery
Amazon
Sale of product + production + delivery
Dell
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Ex. Customer care
Telephoneservices,
Complex servicechain to assistcustomer aftersale
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Evolution of tools
80s
Sales Force Automation (SFA): tools tosupport salesperson
90s
Toll free numbers, call centers
Informational services
Reservation services Airlines, health services
After sales support (help desk)
Sales (tele selling, telemarketing)
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1995: WEB
Informational sites
Sales B2C ( www.Amazon.com )
B2B (CISCO)
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Integration of SFA, call center, web intoCRM suites
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CRM, needs
InsurancesUtilities
PAHEalth
TransportTurism
Consumer Market
BanksTLC
Commodities
Durable goods
Beni StrumentaliPharmaceutical
Hi Tech
Frequency and contuinity of contact
Numberofcustomers High
High
Low
Low
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Not all business domains have the
same need for CRM, that depends on Intensity of relationship with customer
(frequency of contact, duration ofcontract)
Size of customer pool
Loyalty of customer
Multichannel or not
CRM tools: key functions
Commercial logistics
Also offered by ERP tools
Support for multichannel interaction wcustomer
Inbound, outbound
After sales
Analysis of customers (analytic CRM)
++ +Logistica Commerciale Contatto cliente
Inbound &outbound
(telemarketing)Customercare
Supporto post -vendita + gestionelealt
Analisicomportamentodel cliente (CRM
analitico)
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CRM : modules
Salesperson Call center Internet
Data Clients, Products
Analysis
(Analytic
CRM)
back-end
modules (ERP) Execute requests
from customerManage customer
Campaigns
and marketing
Support to contact w
customer, on all
lifecycle and all
channels
Front-end Modules
Support to marketing
processes
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CRM, db
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Sales Force Automation channel
Planning andcontrol
Prospects, actualsales
Interactioncustomer vendor Offers
Offer templates
Offer validation History
Salespers
onCall
center
Internet
Data
Analytic CRMback-endCampaigns
marketing
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SFA: process
I moduli sono trasmessi al
CallCenter
LOperatore di Call
Center registra lOfferta
Il venditore sviluppa la
trattativa con il cliente
E creato lordine
Sono generati i moduli
CustomerCustomer
DataData
E generataunopportunitper il venditore
Invio SMSInvio SMS
InvioInvio
MAILMAIL
La Sede acquisisce ilCliente
Loperatore di Sede
registra lanagrafica del
cliente
La Sede assegna il
cliente al venditore
LISTE CLIENTI
CONTATTO
DIRETTO DELCLIENTE
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Internet channel
Business vs Consumercustomers
General informations,Catalogue of products
Purchase: suggestion ofproducts, configuration,shopping cart, checkout
Information on alltransactions of thecustomer, and their state
After sale: complaints andsuggestions
Log of all customer actions
Venditore Telefono Internet
Dati Clienti e Prodotti
Analisi cliente
(CRM
analitico)
Moduli back-
end
Gestione
campagne e
marketing
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Internet channel
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Call center channel
CTI - Computer TelephoneIntegration) IVR (Interactive Voice
Response) ACD (Automatic Call
Distribution) Voice recognition Caller recognition Speech to text
Functions1. Information on company
and products2. Purchase3. Status of purchases or
other transactions4. Complaints5. History of interactions with
customer6. Telemarketing inbound
outbound, following scripts
Venditore Telefono Internet
Dati Clienti e Prodotti
Analisi cliente
(CRM
analitico)
Moduli back-
end
Gestione
campagne e
marketing
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DWH
TelefonoNumero Customer Care
Numeri verdi
Emissione O.S.: in automatico tramite automa(ISDNmononumero/ on-line da operatore)
SistemiLegacy
(TGU, TLD,GSRI)
SistemiLegacy
(TGU, TLD,GSRI)
Richiesta O.S.
Inoltro richieste nonevadibili in linea
Stato avanzamento O.S.
DatiCliente
Toolbar Telefonica(gestione chiamate)
FaxServer
FaxServer
Invio comunicazionienti interni/ esterni
SchedaContatto
Guasti,O.L.
Trackingon line
Internet
ISP
Scheda
Cliente
Back Office
Cap.Reparto/Addetti
CallCenter181
Documentale
Ex.: Customer Care
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Analytic CRM
Data from datawarehouse
Functions1. Segmentation indexes
(profitability etc)2. Data mining to compute
predictive indexes3. Reports on customers,
production ofdashboards
4. Definition of segments,customers per segments
Venditore Telefono Internet
Dati Clienti e Prodotti
Analisi cliente
(CRM
analitico)
Moduli back-
end
Gestione
campagne e
marketing
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Analytic CRM: architecture
Customer
Data
eChannel
Field Service
Web Offers
Call Center
eMails
eNewsletters
Sales
Data
Warehouse
ERP / Back-officeDati esterni
Campaign
ExecutionReal
Time and Batch
Estrazione &
Trasformazione
Campaign
Mngt
Segmenta-
zione
Mining
ILL
USTRATIVA
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Campaign management
Planning and executionof campaigns
Functions:
1. Selection ofcustomer lists
2. Design and plancampaign
3. Transfer data fromanaytic CRM tooperational IS
Venditore Telefono Internet
Dati Clienti e Prodotti
Analisi cliente
(CRM
analitico)
Moduli back-
end
Gestione
campagne e
marketing
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Sistemi di Business
Intelligence
Sistemi di Business
Intelligence
Call
Center
Call
Center
Gestione
Campagne
Gestione
Campagne
Contatti
Adesioni
Comportamento rispetto
al canale/contatto
Indici per
scheda cliente
Liste contatti
Offerta
Profili
Contatti
Adesioni
Comportamento rispetto
al canale/contatto
Canali cliente
E-mail, Web, Sms,
Portali, ...
Contatti
Adesioni
Comportamento
rispetto
al canale/contatto
Liste contatti
Offerta
Informazione
al cliente
Altreinformazioni:
reclami,
comportamenti,
...
Campaign management : flow
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Campaign: workflow functions
ILLUSTRATIVO
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CRM vendors
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CRM vendors
Fullliners: suite ERP + CRM + BI
Peoplesoft
SAP, ORACLE
Analytic CRM, Business Intelligence
SAS
BO
Others: Data Mining / Text Mining suites
Telephone technology vendors
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Pure CRM Vendors
SIEBEL Leader Vertical suites (TLC, Banks, etc)
AMDOCS
Billing suite CRM (based on suite Clarify ) Targeted to TLC, Utilities
KANA Pure CRM (no billing) Modules for campaigns, E-mail, ..
Epiphany Pure CRM TLC, Banks, Hi-Tech, Mfg, Consumer ecc.
Onyx
Pure CRM Financial + Hi tech 3 portals:Customer, Employee, Partner