4.10 customer management(2)
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W24_ServiceSalesForceAutomationUpload1.pptxCustomer Relationship Management: Processes and Technology
Services & Sales Force Automation
Dr Shelton Giwa
MARK3014
Week 24 Lecture
Today’s Lecture
RELATIONSHIP MARKETING
Management of all stakeholders
CRM
Strategic management
of customers involving technology
CUSTOMER MANAGEMENT
Implementation and tactical management
of interactions
Customer Management
CRM
Relationship Marketing
Customer Relationship Management (CRM) is the central database that holds customer data
Start with information to create data and convert into knowledge
This is called customer insights
Used to gain competitive advantage
Information
Data
Knowledge
Sales Automation - the need for technologically based systematic data
Planning a sequence of sales activities
Organising sales territories
Organising data across\within a client company
Leads and opportunities
The building of items for customers into a total package
Information
Payments
Where Did CRM Come From?
Finding you
Getting to know you
Keeping in touch with you
Trying to make sure you get what you want from us in all aspects of our dealings with you
Check that you are getting what we promised
Make sure its worthwhile to us as well
How Would You Explain What CRM Means To The Customer?
Where can we find customer data
Track and get information from the omnichannel customer
Websites
Call centres
Sales force
Customer service help desks
Point of sale terminals
Voice response systems
Mobile communication devices
Social media
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The database is at the heart of a CRM system Its the repository of information on customers from all sources and channels
Centred on the Database
Digital campaigns & Social media marketing
Loyalty management
Segmentation
Marketing Analytics
Marketing Automation
Triggered marketing processes
Removes the human element
Consistency and efficiency
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DATABASE
Plan
Do
Measure
Learn
Identification
Individualisation
Interaction
Integration
Integrity
Peppers and Rogers: The 5 I’s And CRM
Identify your customer individually- Facebook, YouTube etc
Differentiate your customer by value
Every contact should result in captured feedback
This information should enable the firm to customise its service
Reward customer collaboration
Customers can be differentiated by value via the database
What is Sales Force Automation
“… application of software and web-based services to automate and support selling and sales management task and workflows.”
Components of Oracle’s SFA solution
SFA can be classified into three which are SFA specialists (e.g. Vertafore), SFA (salesforce.com) as part of CRM solution and SFA as part of enterprise suite (IBM, Oracle)
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SFA Software Functionality
Product and usage data
Demographic data
Psychographic data
Profitability measures
Contact history
Customer response data
Profiling the customer
SFA relies heavily on hardware and software
SFA software enables companies to collect, store, analyze, distribute and use customer-relate data to facilitate sales.
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Oracle Contact Management Example
Digital Marketing Transformations
Truly understand customers
Insights
Deliver superior experience
UX
Selecting the right technologies
Implementing process and governance
Using the ‘best metrics’
www.lcbs.ac.uk
Online Platforms
DATA
STRATEGY
Customer
Firm
Companies have had to cope with increasing volumes of data that cannot be managed using traditional analytics – this is 'Big Data'
Big data is characterised by
Variety: includes social media posts, videos, blogs, images, location and sensor data, emails
Velocity: not just historical and batched but streamed and produced in real time
Volume: massive scale and growth
This data has to be captured and stored
A socially populated customer database
(Buttle et al)
Big Data Analytics
Adding social media data to the customer database means a challenge
Involves cross-channel customer recognition issues for the firm
A high level of comfort with data analysis is required
The construction of a deliberate plan around handling customers' conversations.
Businesses must ensure they respect customers' privacy
Social CRM
Today, customer databases contain traditional fields such as name, phone number, and e-mail.
But by adding social content indicators to the customer database - such as a customer's Twitter handle, recent blog post, or LinkedIn profile more useful data is revealed.
Social CRM combines social media and CRM databases
Preferential treatment
Regenerate the relationship
Convert short life customers into long life ones
Build the brand
Dialogue marketing
CRM and social networking…..
Service quality gaps (SERVQUAL)
Loyalty – (Recency, Frequency, and Monetary)
Defection curves
Average defection rate
Costs
Win backs
Relationship equity
Research
Some CRM Measurements
SFA Benefits
Salespeople- quality leads
Sales managers- increased productivity
Senior Management- pipeline visibility, increased sales revenue
Summary
SFA a key requirement for organizations
SFA enables sales force efficiency
SFA comprises hardware, software, infrastructure and service organizations.
Any Questions?
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