CRM| BI| Big Data
XIM, Bhubaneswar
October 15 16, 2014
SASHIKANT MOHANTY
CRM
XIM, Bhubaneswar
October 15 16, 2014
SASHIKANT MOHANTY
Customers have become increasingly central to enterprises
Corporations that have baked in consumer perspective in direction,
business strategy and tactics have reaped competitive advantage
What is the problem being addressed?
Unidirectional Business Strategies driven by Production capacity
Limited Role of Customer
Customer Defection
Low Predictability of demand
Customer Involvement
What is changing?
What is CRM
.. A comprehensive business model for increasing revenues and profits by focusing on
customers. Martin Walsh
A strategy used to learn more about customers needs and behaviors in order to develop
stronger relationships with them. CIO
Customer Relationship Management (CRM) is a strategy for managing all your companys
relationships and interactions with your customers and potential customers. It helps you
improve your profitability. Salesforce
A way to identify, acquire, and retain customers, a business greatest asset. - Siebel
CRM is a framework of processes to maximize revenues through effective management of prospects and
customers by systematic qualification, acquisition and retention.
CRM ENABLES ORGANIZATIONS TO
Identify types of customers
Design individual customer marketing campaigns
Treat each customer as an individual
Understand customer buying behaviors
RFM
How recently a customer purchased items
How frequently a customer purchased items
How much a customer spends on each purchase
(monetary value)
Pipeline Management
Lead Generation Process
PROSPECT GENERATION BY SEGMENT
LEAD QUALIFICATION
CONSULTATION
PRESENTATION(S)
JUSTIFICATION
PROPOSAL
CLOSE
Marketing, Sales
Business Development
Marketing
Sales
Channel Partners
Sales + Technical
Sales + Technical
Sales + Finance +
Operations
Sales + Finance
Sales (+ Corporate
Executives)
MARKET IS UPBEAT ON CRM
Gartner Predicts CRM Will Be
A $36B Market By 2017
Gartner predicts BI and
analytics will remain top focus
for CIOs through 2017
Gartner believes major changes are imminent to the
world of BI and analytics including the dominance of data
discovery techniques, wider use of real-time streaming
event data and the eventual acceleration in BI and
analytics spending when big data finally matures
Constituents of CRM
FINANCIALS
SALES
SERVICE
ANALYTICS
MARKETING
CRM for Sales
CRM for Service
CRM and BI Complement
CRM: Key Functionality List
- To Decide-
Case I: CRM Package Selection
Large Telco has presence across multiple segments Voice key being Fixed line and mobile, Data Broadband, 3G/ 4G, and
DTH. They have relied on home grown systems, or excel to manage customer data. While they were the pioneers in the new
age services in India, they are facing stiff competition from existing players ramping up, new operators, and international
operators
The leadership recognizes the challenge and the imperative is to get a stronger focus around growth, customer like to
implement CRM to enable increase in revenues, arrest decline in market share and bring in higher profitability
The challenges include
Missed Sales forecasts
High churn of customers
Poor conversion of Prepaid customers, esp during events
Low operational efficiency
Customers have limited knowledge of products
Rudimentary Product management capability
Limited means to capture customer feedback
Additionally, they welcome proposals that demonstrate the bidders understanding of the business, knowledge of the market,
relevant technology aids
You are the CIO of the Telco Enterprise.
What would be the key evaluation criteria for selection for the package? Suggest weightage youd associate with each
What are the areas you expect vendors to focus on should they be pitching a strong business case?
Who would you choose as partners in the evaluation process, that you expect to consult or engage to make the process
comprehensive? What areas would you expect them to contribute?
CRM: Summary
CRM has become a subject of strategic interest for Corporations, to stay
relevant in business, to increase sales-force productivity, to provide
single window of information thereby be differentiated competitively
eventually to increase revenues and return better value to customers,
investors and shareholders.
Challenges:
Business Managers ability to use leverage CRM is limited because of
lack of financial information
Head of Marketing/ Business Managers to take decisions on resource
allocation across options require information on business
performance by territory, product, channel etc, trends and outlook
To be competitive you need scenario planning skills and hence
advanced modelling capabilities
MOBILE
CRM
CRM ON
CLOUD
SOCIAL
CRM
New Frontiers for CRM
Interaction
OPERATIONAL & ANALYTICAL CRM
