Operational CRM

CRM Operations- how various components of a CRM system work together to create value . Roles and functions of different CRM systems - Markteing, Sales and Service components .

1. Customer Relationship
Management
Operational CRM
Presented by
RahulUpadhyay 1

2. Types of CRM
•Enables organizations to better understand
the data gathered on customers and their
interactions with the business
Analytical CRM
•Streamlines the various processes for customer
relationships and helps apply them to the
central business process.
Operational CRM
•Bridges the gap between teams and
departments to share information and create
a seamless customer experience.
Collaborative CRM

3. Operational CRM
Key Functions

4. Types of CRM
Relationship

5. Operational CRM
Marketing Automation
•Helps streamline marketing process
•Includes various CRM marketing modules like
Campaign Management, Event Based Marketing.
oCampaign Management helps business to design
campaign, decide communication channels
oEvent based marketing helps to reach out
customers with more relevant products/services
based upon their life events.
•Automates response to customer queries, inform sales
team about new opportunities.

6. Operational CRM
Salesforce Automation-Key features
•Lead Management &
Assignment
•Contact Management
•Account Management
•Tracking Customer Preferences
•Performance Management
•Quote-to-Order management
•Sales Forecasting
•Territory Management

7. Operational CRM
Service Automation
•Improves Efficiency
•Cost Reduction
•Increase Revenues
•Improve Quality
•Improves Reliability
•Ensures Compliance
•Collect Data
•Builds relationships
Benefits

8. TheCustomer Management Assessment Tool
The Contact
Cycle

9. Operational CRM
The Contact Channels
Notifications

10. Operational CRM
Key Channels
Call Centre
Website
Apps
Direct Mail

11. Operational CRM
Call Centre Management

12. The Honest Call Centre
Notifications

13. Types of Call Centre

14. The Call Centre
Roles
Call Centre
Inbound
Service
Information
Outbound Sales
•Processes
•IT Backbone

15. Call Centre
The IT Backbone Functions
Caller ID
Caller Info
Info
Fulfillment
Workflow
Mgmt.
MIS
QC
Training

16. The Call Centre
CRM in action –Salesforce Service Cloud

17. The Call Centre
Service Quality Parameters
Availability/ Speed of Response
Customer Understanding
Conversation Tone & Tenor
Resolution
Customer Feedback

18. The Call Centre
Service Quality Parameters-the Customer's Side
•Net Promoter Score (NPS-used to gauge customer loyalty, satisfaction, and enthusiasm with a company
•CSAT score, is a customer experience metric that measures happiness with a product, service, or customer support
interaction

19. The Call Centre
Managing Customer Satisfaction
Manpower
IT & Software
Processes
Call Centre
C Sat Factors
•Call Charges
•Customer Recognition Systems
•Time taken
•Agent Competency & Skills
•Screen/System flexibility

20. The Call Centre
Key Business Metrics
20
% abandoned
calls
Cost/ Call Resolution %ageAvailability
Forecast Vs
actual calls
Scheduled Vs
actual personnel
Schedule
discipline
Avg Value / Call C Sat
Avg handling
time

21. The Call Centre
KPIs

22. The Call Centre
Key HR elements
Manpower
Critical
resources
Service
Orientation
reqd.
Listening skills
Discipline for
Processes
Ongoing
Training
Performance
Mgmt
Service Quality
Delivering Customer
Satisfaction

23. The Call Centre
Marginal Utility of Manpower
No of Agents Answered Calls
Calls handled /
Agent Telecom Costs
Manpower
Costs
Gross
revenues
Nett
Revenue
Marginal
Revenue
25 750 30 150 250 50004600 4600
30 900 30 120 300 6000 5580 980
35 950 30 90 350 7000 6560 980
38 1000 26 60 380 7600 7160 600
After a Point in Time Manpower Addition will give –veMarginal revenue

24. The Call Centre
Capacity Planning –Key Determinants
Past History Marketing Activities Strategy
Operating
Environment
Manpower & Infra
Quality

25. The Call Centre
Manpower Planning: Average Handling Time ( AHT )
The average amount of time taken by an agent to handle a customer’s issue.

26. The Call Centre
Manpower Planning –ErlangC Formula
•Used for Optimisingthe Manpower deployed
•Doesn’t account for Call drops/ Shrinkage -can be an overestimation
Key Variables
•Average Conversation Time
•Average Completion Time
•# of Calls
•Desired Service levels in Seconds

27. The Call Centre
Manpower Planning –Erlang C Formula Automated

28. The Call Centre
CallCapacity Planning –Projection Variables e.g.
PY Growth CY Projections
Total Calls 100000 15% 150000
Jan Call share 10% 15% 15000
Jan Daily Avg. Calls (31
days) 323 15% 371
•Further broken down to days of the Week and Half hourly Call volumes
•Alignment with Marketing Calendar
•Ensures adequate line capacity is available in the future

29. The Call Centre
Modern Call Management Systems -Salesforce

30. The Call Centre
Agent Evaluation Parameters
Outcome of Conversations
Process & Guidelines Adherence
Cross Sell & Upsell Effort
Structure and Content of Conversations
Attitude & Accuracy

31. Cost Effectiveness Utility/ Spam Permissions
Opt out options Speed of Response
ManagingQuality in other Contact Channels
Knowledge sharing /
FAQs

32. Other Contact Channels
Internet

33. Information
Exchange
Transaction Customer Care
Knowledge
Repository
Community Building
Internet and CRM
Roles
Communications

34. Web enabled CRM
Channels
24 x7x365

35. Internet enabled CRM
Website with Integrated CRM
Information
Transaction
Customer
Care

36. Internet enabled CRM
Building Website Traffic
Organic
SEO
Social
Blogs
Affiliates
/APIs
Inorganic
Directory
listings
SEM
SMM
Offline

37. Website Quality Determinants
Visitor Intent & Quality Parameters
Visitor Intent
Information
Transaction
Hedonistic
Entertainment/
Education
Service
Navigation
Technical
excellence
Customization Security
Readability
Optimized for
Visitor intent
Quality Parameters

38. Website Quality
Determinants-UI & UX
•Page design
•Visual
Elements
•Content
Design
•Site Design
•Ease of use
•Focus on how
the experience
makes the
user feel

39. Website Quality
Transaction Websites-Parameters
Order
Placement
Payment
Systems
Order
Processing
Logistics
Feedback
•Cards
•UPI
•CoDetc.
•Dispatch Update
•Track N Trace
•Delivery
Confirmation
•Complaints
•Reviews
•Dispatch
Prep
•Packaging

40. Website Quality
Transaction Websites-User Retention
Customise
Interest-Suggestions etc.
Differentiate
Recognise

41. Website Quality
Assurance Checklist Eg.

42. Website Success
Performance Parameters
Users, New Vs
Returning
Sessions Page Views
Traffic Sources Page Speed
Transactions

43. Internet & CRM
Online Communities –Roles
Built around Brand
Two way Communication
Engagement
Customer care
Launches & Promotions

44. Internet & CRM
Internet of Things-e.gSalesforce

45. Direct Marketing

46. Direct Marketing
Direct
Marketing
Online
Emails
Notification
SMS
Offline
Brochures
Mailers

47. Mktg. Brief
Creative Brief
TrafficFulfillment
Evaluation
Direct Marketing
Process

48. Direct Marketing Effectiveness
Stages of Reading
Buy
1-4%

49. Direct Marketing Effectiveness
Creating a Newsletter-Best Practices

50. Direct Marketing Effectiveness
Checklist

51. Direct Marketing
Brochures
B2B & B2C Allows Detailing
Online or OfflineLasting impact