Improved Customer Relationships – Attract & Retain Customers

1. Improved Customer Relationships – Attract & Retain Customers Jason Nash Product Manager, Microsoft Dynamics CRM Microsoft UK

2. Improved customer relationships • Attract and retain customers through business insight • Drive a 360-degree view of the customer • Understand purchasing behaviour • Predict what products & services customers want • Develop stronger customer offers • Improve products and services • Increase the return on customer • Drive increased profitability and reduced churn

3. BusinessManagement Account Origination Marketing Customer CustomerService Sales Customer centricity delivers benefitsC360 view

4. Why improve customer relationships? • Impact on Profits • Revenues • Loss of Up-sell/Cross-sell • Lost Share of Wallet • Losing Customers to Competition • Unsatisfactory Service • Lost Corporate Knowledge • Expenses • Decreased Productivity • Decreased Collaboration • Rapidly Changing Business Processes

5. What does it we mean for business? • Finding and retaining customers • Customer value optimisation • Increased up-sell and cross-sell • Increase/strengthen customer loyalty • Targeted customer offerings • Competitive advantage • Drive increased profitability • Reduced customer churn • Do the right thing by the customer… • Increase return on customer • Increased customer satisfaction • Increased stakeholder value… Increased share price…

6. Application Technology Business Strategy Improved customer relationshipsMore then just software! Improved Customer Acquisition & Retention • Improving customer relationships requires the development of a customer focused business strategy, designed to optimise revenue, costs and customer satisfaction • Business strategy combined with application technology improves customer acquisition and retention Business Value Application Technology “CRM is a customer-focused business strategy designed to optimize profitability, revenue and customer satisfaction.” - Gartner

7. … research reveals that lack of usability planning is a leading causal factor in Sales Automation projects failing to meet business objectives.…” Key Considerations for Maximizing Sales Automation Value, Meta 2003 Challenges: Improved customer relationship • The three key challenges that determine the success or failure of improved customer relationships initiatives • User adoption • Business fit • Total cost of ownership • Additional challenges that should be conceded • Purposes and expectations are not clear • Time frame is unfeasible • The aim is too ambitious • Employees are not prepared • Responsibility is not well defined • Poor data quality

8. User adoption – User experience

9. Customise the language to meet business own process and naming conventions Works with existing Microsoft IT technology Change screen layouts without writing code Integrates through BizTalk and or web services Support flexible working via zero footprint client Business Fit

10. Microsoft delivers market leading TCO Powerful software that delivers rich functionality which can be easily configured and customized Central management and deployment Total Cost of Ownership

11. “… It is 6-7 times more expensive to gain a new customer than retain an existing customer.…” Harvard Business Review Business Insight… • Why do businesses constantly strive for new customers when keeping existing profitable ones is so much more key to business success… • Because the don’t have business insight, they don’t know enough about their customers

12. Predicting purchasing behaviour, tracking return on customer, win/loss analysis, ROI on marketing spend all have there part to play in successful business growth Yet today most companies continue to manage by estimation rather then hard facts Products like Microsoft CRM work natively with SQL Server reporting services, providing in context reports in areas like sales, marketing and customer service Business Scorecard Manager 2006, SharePoint services and BizTalk provide Microsoft technology can deliver:Increased customer insight

13. Customers are not in infinite supply; keeping and retaining them is therefore key to business success However it’s far too easy to “turn off” the customer with over marketing The requirements of data protection, freedom of information and the preferences services lead to other issues that need to be addressed Microsoft CRM provides tool to enable customers to unsubscribe to e-mails and meet requirements for preference services Microsoft technology can deliver:Customer retention and loyalty

14. Call centres have become a common feature of many business today helping to deliver sales and customer service objectives However today we live in a more complex environment letters, fax's, e-mail, voice mail, web site, SMS, instant messages, phone calls all play a part in a modern contact centre The call centre is dead - live the contact centre Many modern telephony systems already have connectors for contact databases like Microsoft CRM which enable caller ID and screen pops In addition Microsoft Speech Server can enable powerful voice interactions providing ID&V logs and self service options Microsoft Content Management server with SharePoint can provide powerful web solutions Microsoft technology can deliver:Multi-channel management

15. Who does this today?

18. Short-Term Aims Improve customer responsiveness Provide customers with up-to-date information every day Identify profitable customers Gain a single customer view (knowledge of customer data from each point of contact) Face rising customer expectations Medium- to Long-Term Aims Foster convergence of self-service channels Redesign the financial institution offering Create new models for understanding customer risk profiles Cost-cutting through a more profitable use of resources Become proactive and anticipate business issues The Journey… Not a destination

19. Summary • Improving Customer Relationships is NOT dependent on selecting the “best software”, it’s about getting the right strategy • Microsoft solutions look and feel familiar with a natural user experience like Outlook, that reduce training costs and increase acceptance & adoption • Improving Customer Relationships is a journey - take small steps and keep looking to the future • Understand that your needs will change and your technology must adapt rapidly and cost effectively to meet these changes

20. Key Learning • Review your processes • Automating bad processes will just make the bad process faster! • Develop requirements • What does the system need to do? • What needs to be changed or added? • What processes do you need to change? • Have a vision • Success metrics • Engage with multiple team members • Don’t bite off more then you can chew • Phased roll out

21. Thank you for your time.