如何贏得和留住客戶

Winning&RetainingClients,PartII

TargetingTechnologies

andTappingYourMarketDawnMarieYankeelovPresident,ASPectxaspectxCorporateCRMSpending>$1Trillion(U.S.)ConsumerTheCRMIndustryDataManagementFulfillmentTVRadioPrint100,000Independent

CRMVendors($700Billion)AdvertisingDirectMarketingCallCenters:InboundOutboundI.GrowthinCRM“Tech〞TyingAllAvenuesTogetherforMaximumProfitabilityTrackingAllInteractionsforUpsellManagingProjectsandPersonnelSpeedtoReactReportingEnhancedandOftenRealTimeAccountabilityThroughoutOrganizationWhatisaCRMtechtool?CRMtiestogetherallofacompany’sfrontofficecustomertouchpoints:sales(contactmanagement,productconfiguration),marketing(campaignmanagement,telemarketing),andcustomerservice(callcenter,fieldservice)Viamultiple,interconnecteddeliverychannels(telephony,email,Web,anddirectinteraction)YOUARETRYINGTOTRACKENTIREHISTORYOFRELATIONSHIPWITHYOURCUSTOMERORCLIENTDefiningCRMTechOptions“Smallandmid-sizedbusinesseswouldneverhavebeencandidatesforenterpriseapplicationsinthepast.Nobodyseemstoknowwhatisgoingonandthecustomeroftenhasmoreknowledgethanthecompany.ThatistheAchilles’heelofbusinessestoday.〞—StevePapermaster,founderofAgillionTrendstoWatch:--CRMforAllLevels--SmallBusinessUse--Web-basedApplicationProliferation--ASPModelsAppealingfromSmallBusinessestoPersonalSitesBuyerDilemmaLackofIndustryKnowledge100,000+VendorsProductComplexityRapidChangeinCRMTechnologyLimitedProjectManagementResourcesSellerDilemmaLackofEfficientMarketingChannelsLargeCapitalInvestmentinTechnologyNoCentralMarketplaceIntenseCompetitionIndustryProblemInefficientMarketplace=

HighSearchandMaintenanceCostsSelectingCRMToolsIdentifyandsetclearbusinessrequirementsInstituteacommonplanningprocessObtainSenior-ManagementBuy-InandUnderstandingPinpointfunctionaldifferencesincultureandsuccessmeasuresandbridgethegapsCRMisaBusinessPhilosophy6/12/2023Tribulations:TheBarriersChangesinbusinessprocessesslowITdeliverycapabilityUnwillingnesstochangesalesprocessesandincentivescanstallacceptanceofnewsystemsTherateoftechnologychangecanbetooquickforpeopletoabsorbitandadaptCRMShiftsCause:RelationshipManagementBecomingCriticalEffect:CRMtosatisfyanyappetiteCause:NoTimetoLearnItorTeachItEffect:SimplificationinWeb-basedmodelsCause:DemandforAnalysis&TrackingContinuestoRiseEffect:Point‘nClickStatsonDemandCause:SpendingGettingScrutinyofCEOsEffect:ASPModelsStandaChancetoDeliverCRMEye-Openers

SpendingonASPserviceswillgrowto$7.7billioninfouryears,from$30millionin2000.However,thisisnotnewmonies,justareallocationoffunds.Softwarevendorsareexpectedtoseerevenuesdiminish.IDCCorporationForecast,ASPNews,8/17/2000CRM,educationandtraining—lessthanathirdnowusingASPmodelZonaEnterpriseUsageStudy,2000MetricsforPurchasesShouldRemaintheSameResearchIncludes:ALookatProblemFound/SolutionProvidedDepthofCompany’sProducts—Vaporwarevs.DeliveredTechnologyComplexityinUseandImplementationFinancialSoundnessofProducttoBePurchased—WillitReallyBeAroundinTwoYears?ProductSpecializationbyIndustryTapthePotentialofeCRM—Web-basedalltheWayCreateInteractions—integrateallsalesandmarketingchannelswithbackofficefinancialsOperateatInternetSpeed—realtimedatagathering,analysisandresponseisapproachingasthestandardAnalyzeData—turnmassiveamountsofdataintoinsighttoretaincustomersIntegratecustomerinformationaccessacrosssystems --MontgomeryResearch,Inc.2000TotalCostofOwnership

ServerHardware&SoftwareServerw/disks,RAIDFaultTolerance,MemoryBackupsoftwareBasicServerInstallation&IntegrationConfigurationofServerinHoursServiceAgreementonHardwareServiceAgreementonNetworkSystemTotalCostofOwnershipServerInstallation&MaintenanceUpgradesinathree-yearperiodManhoursforupgradesMigrationofplatformissuesUpgradestoNetworkOperatingSystemServerTroubleshootingEmergencyService—ActualHoursConsultantAssistance(onedayeveryfourthweek)Assistancew/maintenanceTotalCostofOwnershipEnd

UserInstall&MaintenanceUpgradingoldPCsUserAdministrationHiddendowntime&SupportCostsCoursesandInternalTrainingSoftwareLicensingSecurity&TelecommunicationsEmployeeInfrastructureCRMMainstreamMigrationContactMgmt.--mostoffline80s90s20002002Personalization—usingwebCustomerRelationshipMgmt.—expensive,non-integratedsoftwareDatabaseTrackingofEntriesCallCenters(mostnotInternet-friendly)SalesAutomationMarketingAutomationWeb-basedConferencing/TelephonyAnalyticsRelationshipMgmt.InASPformatSynchronousCustomerManagement(multi-channelmanagedviaweborwirelessdevice)CRMMarketers

BreakwithTraditionMajorPlayersReinventingProductLinetoServeLowendWeb-basedSolutionsforallIndustriesNewTechnologyPlatformsBreedNewCRMmethods—I.e.ReleaseofWindows2000platformFreeIsthe“WinnertoTakeAll〞PlaysGeographyisMeaningfulinSeizingMarketShareandVCDollars—LookinYourBackyardforAnswersERPsMigratingtoASPsThatCanGoLiveWithinDaysIntegrationOutsideTheProductClassExample:SiebelMid-Edition(firstshippedJuly19,2000)andGreatPlainsPartnerStatusCosts:$2500to$3500/user,Service:Implementation,3xFeaturesInclude:CustomerApplicationsincludingecommercefunctions,24/7self-service,andonlinemarketinginfo;EmployeeApplicationsincludingfeaturesforfront-officeemployees;andPartnerApplicationsforpartnerorganizations(i.e.saleschannels)FreeEvaluationGuidesavailableoncrmguru;ismguideModerate-CostEntriesExample:WorldtrakWorkswithMicrosoftOutlookAccountOpportunityMgmt.EnterpriseForecastingActivityTrackingEnterpriseLeadMgmt.EnterpriseDataSynchronization&RemoteAccessCost:Licensingfrom$750/seatto$1500/seat(10);Service:Implementation,training1.5xASP$500setup;$50amonthperuserNewLow-CostWebEntriesProduct:ALow-costWeb-basedCRMwithmessagingfunctions.ProductThecompanyisaimedatsmallbusinessesProductOfferingsPersonalPages—password-protectedwebsitesSharedContacts—CustomerInteractionDatabasethatallowsusersonesecure,centralplacetostoreandaccesscustomerinformationandactivityMonthlyFeeActivitiesandNotes—PermanentsearchabilityoncustomeractivityGroupCalendar—Reviewandupdatedaily,weeklyormonthlyonthewebschedulesE-businessDashboard—Freepersonalhomepage.Keepstabsoncustomers,includespersonalorganizerandheadlinesTasksandEmail—TracksTasksandPersonalizedEmailAcct.NewLowCostWeb-EntriesNewLow-CostWebEntriesTheHotcakesoftheCategorySalesforceMorethan1,200payingcompaniesinitstwo-yearhistoryUsersareprovidedwithinformationontheiraccountsfromHoover’s,anonlinebusinessinformationproviderSalesopportunitiescanbeforecast,basedonassignedprobabilityofclosingandallreportscanbeexportedtoExcelFiveusersfreeforoneyear,witheachadditionaluserat$50UpshotFreefor1stthreemonthstocompanieswithfewerthan100usersforcompaniesof100to1,000users;$7500implementationfeewithin15daysifyouprovideadedicatedsupportpersontoassistfordatacleanupIncludesuniquemappingfeatureandsimpleworkflowroutingBull’seyegraphicsTheCRMPlayer

BringingHometheBaconSales.Oracleanditsnewsister,Support.Oracle(calltrackingandcustomersupport)IntroducedinAugust2000—nowhasmorethan20,000companiessignedupTargetscompanieswith50to500salespeopleOraclesupportsimportandexportofinformation,includingcomma-separatedvaluefiles(CSV)Offersopportunitytracking,customerandprospectmanagement,contactmanagement,calendarandactivitymanagementandaforecastingmoduleasoneofthefee-basedupgradesBasicserviceisfreeandcomestothosepurchasinganOracleApplicationslicenseVerticals:SoftWatchII.WirelessandworkingExistingSoftwaretoHandheldDevicesandSmartPhonesOptionsAbound“OutoftheBox〞solutionsfromPalmandPocketPCintegrationPricepointsnowdroppingandsecurityissuesbeingresolvedFocusonspecializedapplicationsforinventorycontrol,fleetmanagement,notificationsoftoptiercustomerserviceissues,real-timepublicrelations,salesforceautomationCRM“HotSpots〞Source:TheYankeeGroup,WirelessCRM,2000.“TheU.S.mobileandremote-workerpopulationwillgrow41%from39millionin2000to55millionin2004.Fieldsalesprofessionalscomprisethelargestpercentageofthisremote-workerpopulation.〞CRMRampingUpEstimateofCorporateApplicationsDesignedforPCsandInternetDevices.Source:MorganStanleyDeanWitterEquityResearch.IDC,andYankeeGroup,2000studies.“Fastramp〞windowCRMPlaysCRMapplicationsforwirelessdevicesin:CustomerserviceandsupportHelpdeskSalesforceautomationFieldservicesMarketingautomationPalm’sinitiativeinthisareapivotson:AnywhereaccesstocustomerinformationCapturecustomerinformationanduploadtoenterprisesystemIncreasethe“touch〞factorwithcustomersPalm:SuccessStoriesSource:Palm,December2000Palm:PresentCRMPartnersSource:Palm,December2000Palm:CRMInteractCommerceCorporationSaleslogixWirelessaccesstoCRMapplicationsfromSiebel,PeopleSoft,andothervendorsFrontRangeSolutionsGoldmineEverywhereReal-time,wirelessaccesstocalendarsandcontactsPeregrineSystemsCustomerticketsystemforserviceandsupportPeregrinewillportitsinfrastructuremanagementtoolstoPalmSource:Palm,December2000III.PublicRelationsTacticsLow-TechStillWorks,HighTechAvailablePrinciplesofManageContacts,Send,andFollowthroughTiedtoTradeShows,Events,CompanyMilestonesBuild“Expert〞StatusEstablishCredibilityforNewProductsandServicesLeadintheIndustrybyStrikingFirsttotheMultitudesTargetMessagingviaTradesIntegratingYourVisionEstablishMediaContactsviaThirdParty,InternalContact,and/orSeniorMgmt.AvailabilityCapitalizeonSpeakingEngagements,NewCustomers,CaseStudies,“How-To〞Stories,NewHires,TradeShowPresenceMediaRelationsTargetsWebsitesinYourTradeBusinessJournalsNationalBusinessPublicationsLocalMediaoutlets—includingTV,radionewswhonowhavewebsitesHighlytargetedTradepublicationsProductorServicepublicationsROIConsiderationsOnearticlecanreach60,000dependingoncirculationofpublicationoraudienceofothermediaMonthlypositioningkeepscompanyonthemindofreportersandultimatelycustomersincoverageAdvertisingdoesnotbuycredibilityTraditionalMethodsConsultantsplusNewswiresandClippingServicesExamples:PRNewswireNowoffersclickthroughtracking,archivingoflogosandarticles,multimediafeedsBusinessWire

VocusPRNewswireOrderingDoItYourselfTacticsEventsMarketingToolsYahooCventActeva:TheMarketplaceforActivitiesSearchEnginesEntryIII.eMarketingWeb-basedinteractionsmaximizingemail,tracking,andfollowthroughTwo-waycommunicationReal-timeKnowhowTimetoReacttoMarketplaceDecisionsConstantPresencetoClienteleHuntandKilltheTargetsFivemarketidentificationstrategies:Geographic.PhysicallocationofyourpublicsDemographic.AttributessuchasageandsexPsychographic.LifestyledimensionssuchashobbiesandinterestsUsageRate.AsmallpercentageofthepopulationaccountforalargepercentageofsalesBenefits.Certainuserswanttoachieveparticularbenefits.Ex.AirlineticketsStrategicInternetMarketing,TomVassos6/12/2023MarketinginABoxEnterpriseMarketingAutomationDefinedSoftwarethatautomatesmarketingcampaigntasks,storestheintelligenceinadatabasethatcanbesharedacrosstheenterprise,andfollowsupwithpotentialcustomersbymarketingonlyrelevantservicesorproductsCustomerschoosehowtheywanttobecontacted:directmail,telephone,fax,emailorURL6/12/2023MarketinginaBoxWebMarketingCampaignPath1.Sendsemailtopotentialcustomersdrivingthemtocontestonwebsite2.Usersmayanswerquestionsviaforms,whichgeneratescustomerlead6/12/2023MarketinginaBoxWebMarketingCampaignPath3.Softwaretheneva