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I nteraction M anagement in CRM’s Channels and Knowledge

I nteraction M anagement in CRM’s Channels and Knowledge. Table of Contents. Customer Relationship Management (CRM) - an enterprise strategy Sample functional flow - fulfilment tracking The EIM (*) business model The EIM (*) operational model

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I nteraction M anagement in CRM’s Channels and Knowledge

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  1. Interaction Management in CRM’s Channels and Knowledge

  2. Table of Contents • Customer Relationship Management (CRM) - an enterprise strategy • Sample functional flow - fulfilment tracking • The EIM(*) business model • The EIM(*) operational model • A live model - back & front office touchpoints • CM-IM Service Offering • Benefits Strategy (*) Enterprise Interaction Management Consulta Meta I.M.

  3. A Client Focused Business Strategy Requester Experiences Client Relations Marketing • Target marketing • Lead generation • Product development • Business relations Retail/Partners • Fault recovery • Service level agreements • Customer Value Fulfillment • Customer routing & servicing • Help Desk Services • Sales force • Prospecting • Order entry • Order tracking • Billing • Inquiry • Payment options • Collection and fraud Finance Sales • Service management • Monitoring • Quality of service • Operations management & support • Customer self-servicing • Log & Reporting • Network planning • Product engineering • Procurement • Access development • Provisioning • Fulfillment tracking Exchanges Provider Processes Servicing Product Delivery Consulta Meta I.M.

  4. CRM Application Focus Typical TELECOM example Fulfillment tracking Marketing Sales Product Delivery Servicing Finance Client Relations • Target marketing • Lead generation • Product development • Business relations Retail/Partners • Fault recovery • Service level agreements • Customer Value Fulfillment • Customer routing & servicing • Help Desk Services • Sales force • Prospecting • Order entry • Order tracking • Billing • Inquiry • Payment options • Collection and fraud • Service management • Monitoring • Quality of service • Operations management & support • Customer self-servicing • Log & Reporting • Network planning • Product engineering • Procurement • Access development • Provisioning • Fulfillment tracking • Fulfillment tracking Consulta Meta I.M.

  5. Enterprise I.M. - Business Model Requester Experiences Client Relations Marketing Support Learn Communication Channels and Conversations Pay Buy Finance Sales Use Get Provider Processes Servicing Product Delivery Consulta Meta I.M.

  6. Interaction Management Life Cycle Requestor Experiences Learn Buy Get Use Pay Support Communication Channels and Conversations Provider Processes Marketing Sales Product Delivery Servicing Finance Client Relations Building profiles With time Consulta Meta I.M.

  7. ‘Interaction Management Across all CRM initiatives’ AppliesProactiveBusiness Intelligence (BI) Leverages QualifiedKnowledge (KM) Enables Front OfficeConvergence Consulta Meta I.M.

  8. A Typical CRM Conversation Requester Provider Exchanges > KM Interaction Management Exchanges > BI < Exchanges Sales Fulfillment Tracking Client Care Campaigns Consulta Meta I.M.

  9. A Relationship-centric Approach Management and Provisioning Markets & Sales Exchanges > Operations Fulfillment tracking Technical & Service Support Financial Services Single Profile for all business lines To: • Provide one-stop exchange-value • Provide focused interaction expertise • Maintain honeycomb of interaction specific data Consulta Meta I.M.

  10. Enterprise I.M. - Operational Model Exchange Functions & Attributes Middleware Work Force Management Knowledge Management Back-office systems WFM KM Staff Client Resellers Front-office Front-office Service Automation Exchange Management Comm. Channels & Tools Client (Fulfillment Tracking) Employees, Partners & Suppliers e-Mail E-Business - External Systems WEB CT I Extra/Intra Net Interaction Repository Business Processes Interaction Control Engine Support services Interaction services Consulta Meta I.M.

  11. Enterprise Suite Blueprint Back-office Document Management, Workflow & Measurements EAI Enterprise Data Access Provider Front-office Exchange Management CRM Business Applications Comm. Channels & Tools Requester Client Employee Supplier Partner Interaction Repository e-Business Interaction Management e-Com Web Applications K. Management B. Intelligence External Systems Access Consulta Meta I.M.

  12. Back-Office & Front-Office Links (an airline example) Financial Systems Target Marketing Supplier Customer Information Information HR Systems Research & Development Enterprise Information Production Systems Distribution Warehouse Partner Employee Information Information Marketing, Sales & Service Business Relations The Passenger Physical Touch Points Interaction Management Links YYC LHR RES III Regional In-Flight Aeroplan Customer Customer reservations Carriers Services refunds Solutions Solutions Air Company X-Star System Executive Claims - Interaction Repository - Offices Business Applications Central Star Baggage Alliance Office CIC Historical Irregular OPSUM OPSIS PNR Operations RES-info Consulta Meta I.M.

  13. Consulta Meta I.M. Service Offering Methodology EXCELSIOR-L.A.M. E-LAM Consulta Meta I.M.

  14. L.A.M. - Leadership Adventure Management (Methodology) Management Benefits Support Leadership Consult E-LAM Vision Promote Adventure Initiatives Consulta Meta I.M.

  15. CRM Enterprise Benefits Strategy Initiatives Programs Vision Performance Metrics Benefits Implement client service WEB-site To provide capability for client self-service over the WEB Increase access to services Information & referral Client service interaction % to the WEB Fulfillment tracking Elaborate a CRM strategy from clear business goals Re-engineer call centre operations Reduce cost of service Provide capability for bundling support services Improve service delivery Coordinateclient data across Operating Units Decrease % client referrals Increase client satisfaction Implement loyalty and benefit sharing programs Provide capability for profiling clients Enterprise management Enterprise business lines Enterprise as a whole Leadership Adventure Management Consulta Meta I.M.

  16. CRM - Enterprise Strategy Initiatives Benefits Vision • Commencement Steps: • Establish organizational structure to manage CRM programs • Involve participants from all business lines Marketing & Sales, Management & Provisioning, Operations, Technical & Service Support, Financial Services • monitor initiative performance • monitor program business value (preformace + benefits) Programs Performance Metrics Enterprise as a whole Enterprise management Support Consult E-LAM Promote Enterprise business lines Consulta Meta I.M.

  17. Interaction Management (in house) Leverage the need with solution comfort-level within the business line To provide capability for client self-service over the WEB Fulfillment tracking IDENTIFY EVALUATE CRITICIZE SUPPORT PROMOTE E-LAM gradual Ease of delivery Consulta Meta I.M.

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