Dinesh Chandrasekar

Agenda

Copyright © Sierra Atlantic, Inc. Material contained within this document is confidential and may not be reproduced without prior written consent. 2

• CRM Evolution

• CRM Components

• CRM Applications

• Successful CRM Programs

• Case Study

• Open Forum

CRM Evolution

SFA

1990 2000 2006 - 201019971994 1999 2003

Sales

Marketing

Service

Multichannel

eBusiness

Industry-specific

CRM

Customer

Adaptive Solutions

Analytics

CRM is all about…

• Finding your customers• Collecting information about them along the way• Using that info to enhance their experience and

foster long-term relationships

CRM - Components

Management

Reporting

Sales Force

Automation

Marketing

Automation

Customer

Service

Customer

s

Key Areas of Functionality

A single location for holding

customer information

Structure activities around the

customer

Provide a better framework for

sales processes

Provide a better framework for

customer service processes

A mechanism for better

management of marketing

activities

CRM Application : Basic Features

Sales Force Automation:

Leads, Contacts, Accounts, & Opportunity Mgmt.;

Territories Tracking and Quota Management;

Activity Management:

Appointments, Tasks, and Activity Tracking;

Synchronization to E-mail, PIM, and Mobile Device

Pipeline Management:

Company Defined Sales Process/Methodology;

Pipeline Forecasting by Product or Revenue;

Lead/Opportunity Qualification and Sales Coaching.

CRM Application : Basic Features

Marketing Automation: Campaign Tracking, Cost, and ROI;

E-mail ,Web, SMS, FAX Etc ..campaign offers

Partner Management: Deal Registration; Opportunity, Lead, & Account Mgmt.

Marketing Fund Request and Tracking

Service Management: Service Requests

Product, Service, Warranty & Contract

Solution Knowledgebase

Customer Hub

Analytics, Dashboards & Social Networking

Customer Expectations : Then & Now

Know your Customer

Customer Centric CRM

Centering Your Business Around the Customer

CustomersSalesSales

MarketingMarketing

ProductsProducts

ServiceService

OrdersOrders

Marketing based on customer

preferences for channel,

frequency, products & services

Selling with a knowledge

of what the customer

owns, where they are

having problems, how

they buy and who makes

decisions

Making sure that valuable

customers are getting priority

Designing and

developing products

that valuable

customers want

Servicing customers

consistently, knowing their

situation, having a dialog,

knowing what they own.

CRM Ecosystem…

CRM Application

Any application designed to help an organization optimize

interactions with customers, suppliers, or prospects via one or

more touch points – such as a call center, salesperson, distributor,

store, branch office, Web, or email – for the purpose of acquiring,

retaining, or cross-selling products/services to customers

Target for any CRM Application

Building a Single and Authenticated view of customer

Building robust and scalable CRM Infrastructure

Building Organizational Transformation through CRM

CRM Ecosystem

Inbound Touchpoints

Web

Call

Center

Store

Direct

Mail

Email

Telemar

- keting

ATM

Mobile

Device

Outbound Touchpoints

Operational

Data Store

Extract, Transform,

Load Processes

Implement Plans

Analytical Tools

Analytical Applications

INTERACT

DATA

CAPTURE

ANALYZE

PLAN

Data Warehouse

Ad Hoc

Query

Report

OLAP

Data

Mining

Campaign

Mgmt

Churn

Analysis

Propensity

Scoring

Customer

Profitability

Analysis

Analytical CRM Operational &

Collaborative CRM

EXECUTE

Three Types of CRM

Operational CRM

Collaborative CRM

Analytical CRM

Infrastructure

On Premise

On Demand

Open Source

CRM

Apps

BI

Apps

Copyright © Sierra Atlantic, Inc. Material contained within this document is confidential and may not be reproduced without prior written consent. 12

The 360 Degree Customer View

Customer

DemandCreation

LeadGeneration

Lead Mgnt

OrderMgnt

Quoting

Contracts

ServiceMgmt

Targeting and profiling

Lead generation

Response management

Lead qualification and

scoring

Lead assignment and

distribution

Opportunity management

Pipeline and forecast management

Quoting

Order management

Product Fulfillment

Product Maintenance

Opportunity Mgnt

Prospecting

Customer Management

Customer care and

support

Service management

Pricing and discounting

Up-selling and cross-

selling

Customer Relationship Management Model

CRM Applications ( Partial list)

Enterprise / Tier 1 CRM

Midsize / Tier 2 CRM

Open Source CRM

Gartner Magic Quadrant for CRM 2008

Siebel CRM: Market Leader

Public SectorCommunications

and MediaFinance Life Sciences High Technology

Insurance

and Healthcare

TravelTransportationand Hospitality

Consumer Goods EnergyComplex

ManufacturingRetail Automotive

Industry Solutions

Vertical Specialized CRM Modules

One & Done Service, Subscription Management, etc.

Branch Transformation, Banking Insight, etc.

Clinical Trails Mgmt, Medical Communications, etc.

Complex Sales Management, Order Management, etc.

Claims Management, Fraud Analysis, etc.

Freight Claims Mgmt, Loyalty Management, etc.

Brand Management, Customer Dialog Management…

Intelligence Driven Marketing, Order Mgmt, etc.

Collaborative Promotions, Dealer Sales Management

Communications

Banking

Pharmaceuticals

High Technology

Insurance

Transportation

Consumer Goods

Energy

Automotive

Siebel 6 – Multi-Channel, Industry Specific CRM

(2000)

Siebel 7 – Delivered on Smart Web Architecture

(2001)

Siebel 8 with BI, Enhanced User Experience

and Integration options

1993 1995 1996 1997 1998 1999 2000 2001 2002 2003

500 4,000 20,00060,000

200,000

600,000

1 M

1.3 M

2.17 M

Siebel

Systems

Founded

Enterprise-

Class

SFA

Mobile SFA

Integrated

Sales and Customer

Service

Integrated CRM

Industry-Specific

CRM

Multichannel

CRM

Best

Practices

CRM

Analytics, Standards-

Based Integration

CRM

On Demand

Siebel CRM Growth Track

2004

3.0 M

CRM for Everyone,

Enterprise BI

2005

5.0 M

Customer Adaptive

CRM

2006

6 M

Proactive CRM

• 13 years CRM experience

• $2.5 B CRM Research & Development

• Analyst acknowledged leadership

• 6M+ live CRM users

• 20+ industry solutions

• Application Net worth 50+ B

Oracle CRM E-Business Suite

Analytical

Applications

Business

Applications

CRM

Foundation

Interaction

Channels

E-Business

Foundation

E-Business

Platform

Customer Intelligence

Marketing Intelligence Sales Intelligence

Marketing Online

eMerchandising MES iPaymentIncentive

Comp

Mobile

Field

Sales

iStore TeleSalesSales

Online

eBusiness Platform

Common Application Architecture & Schema

(TCA, Products, Pricing, Configurator, User Login, Security, etc)

Service Intelligence

Universal Work Queue

Tasks

MES/Knowledge Base

Resources

Notes

Territories

Calendar

Attachments

Assignment Engine

1-on-1 Fulfillment

Esclation ManagementInteraction History

Partners

Online

Interaction Center

WebMobile

(Laptop, PDA)

Tele

Service

iSupport

KM

Mobile

Field

Service

Field

Service

Spares

Mgt

Depot

Repair

Advanced Scheduler

Contracts

for Sales

Contracts for Rights

Contracts for

Service

Interaction CenterIntelligence

Telephony, Scripting, Predictive Dialer,

Call Center Connectors

eMail CenterWireless

Qu

ality

On

line

Qu

otin

g

AutoComms

& Media

Complex

Mfg.

Consume

r SectorEnergy

Financial

Services

High

Tech

Insuranc

e &

Health

Life

Sciences

Public

Sector

Travel &

Trans

Campaign Scorecard

Response Rates

Product Propensity

Loyalty andAttrition

Market Basket Analysis

Campaign ROI

Other Operational & Analytic Sources

Sales

Analytics

Service &

Contact

Center

Analytics

Marketing

Analytics

Financial

Analytics

Supply Chain

Analytics

Workforce

Analytics

Pipeline

Analysis

Churn

Propensity

Campaign

Scorecard

Receivables /

Payables

Analysis

Supplier

Performance

Employee

Productivity

Triangulated

Forecasting

Customer

Satisfaction

Response

Rates

Customer

Profitability

Inventory

Analysis

Compensation

Analysis

Sales Team

Effectiveness

Resolution

Rates

Product

Propensity

Product

Profitability

Procurement

Cycle Times

Compliance

Reporting

Up-sell /

Cross-sell

Service Rep

Effectiveness

Loyalty and

Attrition

Regulatory

Compliance

Inventory

Availability

Workforce

Profile

Discounting

Analysis

Service Cost

Analysis

Market Basket

Analysis

Expense

Management

Employee

Expenses

Turnover

Trends

Lead

ConversionService Trends Campaign ROI

Cash Flow

AnalysisBOM Analysis

Return on

Human Capital

CRM Analytics

Other Operational & Analytic SourcesSiebel, Oracle, SAP, PeopleSoft

Banking

Insurance

Communication

s

High Tech

Retail

Public Sector

Life Sciences

Consumer

Goods

Combined Strengths of Oracle and Siebel

Procurement

& Planning

Multi-ChannelCustomer

Mgmt.

Core

Banking

Store

Operations

Financials

Procurement

& Planning

Network

Mgmt.

SRM/

Procurement

Fulfillment &

Logistics

Financial

Mgmt.

Supply Chain

Management

Procurement

Corporate

Admin

Corporate

Admin.

Financials

Financials

HR & Payroll

Mgmt.

Corporate

Admin

Human

Resources

Underwriting/

Policy Admin.

Financials/

Profitability

Human

Resources

Claims

Mgmt.

Merchandise

Management

Mfg &

Planning

Sales, Service

Ordering

Order & Service

Fulfillment

OrderMgmt. &

Logistics

Teller

Agent/Channel

Mgmt.

eBPP

ConstituentService

PhysicianPortal

Marketing,Sales,

Service

Case Mgmt.

Marketing & Sales

TradeMgmt.

Marketing,Sales,

Service

Marketing,Sales,

Service

OrderMgmt.

& Logistics

ClaimsMgmt.

ClinicalTrials

Mgmt.

Multi-ChannelCustomer

Mgmt.

ClinicalTrials

Mgmt.

Sales, Service

Ordering

Order & Service

Fulfillment

Order & Service

Fulfillment

OrderMgmt.

& Logistics

ClinicalTrials

Management

Sales, Service

Ordering

Order & Service

Fulfillment

Order & Service

Fulfillment

OrderManagement& Logistics

ClaimsManagement

ClinicalTrials

Management

Sales, Service

Ordering

Order & Service

Fulfillment

OrderManagement& Logistics

Retail

Analytics

CG

Analytics

Banking

Analytics

LifeSciencesAnalytics

InsuranceAnalytics

Public Sector

Analytics

High TechAnalytics

CommsAnalytics

CGAnalytics

Insurance

Analytics

CGAnalytics

Inability to access up-to-date

customer profile in real-time

Duplicate customer data prevents single

view of customer

High data management costs due to inaccurate

data

Customer Information is in Silos in different

Applications

Customer Data Challenges***Need for Customer Hub***

Companies need a solution to Create and Maintain unique, Complete and Correct Customer Information

Oracle Siebel Universal Customer Master (UCM) - “ The Customer Hub”

Creates and maintains a unique,

complete and accurate customer

information across the enterprise

Distributes customer information

to all operational applications

just in time

UCM enables organizations to:

Know their customers

Improve data quality

Utilize customer insight during all

customer interactions

Comply with privacy and

regulatory requirements

Reduce data management costs

Custom /

Legacy

ERP Systems

Data

Warehouse

Other

Partner Portal

Web Store

Siebel UCM

NA SFA and

Call Center

Europe Service

Center

Siebel UCM Approach

Siebel Universal Customer Master (UCM)

Application provide a Siebel Platform that

functions as the Master File for an

organization’s Customer Information

CRMSystem

NodesNodes

Nodes

LegacySystems

Transport Layer Adaptor

Transformations Transformations

ASI (MQSI)

Business Process Controller

Common Objects

UCM

Cleansing Tool Data Services Provider

Recognition

Services

• CRM System creates record, sends to ASI

• ASI transforms record, sends to UCM

• UCM cleanses record, no match found

• UCM sends record to DSP

• DSP recognizes customer, returns ID

• UCM creates new record

• UCM returns new profile to ASI

• ASI stores the ID & fires routing rules

• ASI publishes record to subscribers

33Z454

• Subscribers return new record IDs

Adaptor

UCM Scenario :New Customer Creation

CRM Application Selection Criteria

Source Gartner Research (2007)

Campaign Quote Order ServiceOpportunity Configure Fulfillment

Oracle

Selectica

IBM

Microsoft

PeopleSoft

Campaign Quote Order Service

Competition at a Glance

Opportunity Configure Fulfillment

Oracle Siebel

Selectica

SAP

Sales Force

Microsoft

PeopleSoft PeopleSoft

Clarify

Oracle EBS CRM

Oracle CRM Applications Future

EBS 12 EBS 12.1 EBS 12.x

Enterprise 9 Enterprise 9.1 Enterprise 9.x

EnterpriseOne 9.0 World A9.1 EnterpriseOne 9.1 World A9.x

Siebel 8 Siebel 8.1 Siebel 8.2

Customers continue to get innovation in existing releases and choose

when they are ready to move to next generation technology.

FUSION

ERP LegacySelf Service CRM

Sales Service Marketing C/OM

Web Services

Customer, Product, Price Masters, Integration

SOA Content

Task Flows, Process Flows and Insight-Driven Dashboards via Analytics

Application Composition

Oracle CRM Fusion

Siebel Loyalty ManagementPartners

• Enroll members

• Send transactions to the

host organization

• Approve joint loyalty

promotions

• Manage service requests

• Approve transactions

• Manage products

• Collaborate on servicing the

customer

MembersHost Company

• View complete member

profile

• Define tiers

• Enroll members

• Reward behavior

• Create targeted promotions

• Define accrual and

redemption rules

• Service a member’s request

• Join program

• Keep profile up to date

• Conduct web transactions

• Enroll in loyalty promotions

• Redeem rewards

• Refer friends

• View statements

• Create Service Requests

• Set contact preferences

Enterprise Analytics and Data Integration Platform

Rules Rewards Tiers Member Profiles Eligibility Promotions Transactions Point Expiration

Loyalty Manager Loyalty Member Portal Loyalty Partner Portal

Loyalty Engine

Loyalty

Marketing

Lifecycle

Measure

Promotion’s

Results and

Effectiveness Manage

Flexible

Loyalty

Program

Track

Comprehensive

Member

Profiles

Identify

Members for

Targeted

Promotion

Respond to

Customer

Questions

about

Promotion

Process

Members’

Transactions

and Rewards

Create Loyalty

Promotion

Create and

Execute

Marketing

Campaign

Siebel’s Complete Loyalty Management

Solution

Siebel Loyalty

Siebel Loyalty

Siebel Loyalty

Siebel AnalyticsSiebel Marketing

Siebel Call Center

Member Portal

Siebel Loyalty

Siebel Analytics

Pamperswww.pampers.co.uk

Communication and benefits

Free newsletter with information relevant to baby's current stage of development.

Web site.

Free phone line.

Direct mail.

The e-mail offers and newsletters are designed for the family's youngest child.

Mail-in certificate requests baby's due date/birth date, parent's name, address, e-

mail address and phone number.

Virtual baby book which sends reminders of check ups, immunisations and

appointments. Virtual growth chart which allows you to plot baby’s height and

weight

British Airways – Executive Clubwww.britishairways.com

Communication and benefits

Account balance available via phone or Web site

Quarterly account statements

Executive Club has 5 million members worldwide

Collect BA Miles which can be used for reward flights or upgrades

Three tier membership: blue, silver, gold

Benefits include priority on waiting lists, seating preferences, meal preferences,

priority check in/boarding and lounge access for gold members

My Coke Rewardswww.mycokerewards.com

Customers make a purchase and then they must go online or via mobile and enter codes to earn their

points

This gives coke millions of consumer touchpoints

One million codes are entered into the website everyday and consumers spend an average of 9

minutes on the website each time they visit

1 litre bottle of Coke equals 3 points, 24 pack of 500ml bottles equals 10 points and so on

The customer can redeem their points on free bottles of Coke and other drinks, Coke merchandise, t-

shirts etc

What Next

CRM in more dynamic forms

Social CRM or CRM 2.0

Animation

Interactive CRM

Robots

………………………………………………………….

CRM Case Study

Open Forum