i nteraction m anagement in crm’s channels and knowledge
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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 - PowerPoint PPT PresentationTRANSCRIPT
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Interaction Managementin CRM’s
Channels and Knowledge
Consulta Meta I.M. inc. “Leaders in their roles”
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Consulta Meta I.M. 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
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Consulta Meta I.M. 3
Marketing
Sales
Product DeliveryServicing
Finance
Client Relations
Requester Experiences
Provider Processes
Target marketing Lead generation Product development Business relations
Retail/Partners Sales force Prospecting Order entry Order tracking
Network planning Product engineering Procurement Access development Provisioning Fulfillment tracking
Service management Monitoring Quality of service Operations
management & support Customer self-
servicing Log & Reporting
Billing Inquiry Payment options Collection and fraud
Fault recovery Service level
agreements Customer Value
Fulfillment Customer routing &
servicing Help Desk Services
Exchanges
A Client Focused Business Strategy
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Consulta Meta I.M. 4
Target marketing Lead generation Product
development Business relations
Retail/Partners
Sales force Prospecting Order entry Order tracking
Network planning Product
engineering Procurement Access
development Provisioning Fulfillment tracking
Service management Monitoring Quality of service Operations
management & support Customer self-
servicing Log & Reporting
Billing Inquiry Payment options Collection and fraud
Fault recovery Service level
agreements Customer Value
Fulfillment Customer routing
& servicing Help Desk
Services
Marketing Sales Product Delivery Servicing Finance Client Relations
Typical TELECOM example
Fulfillment tracking
Fulfillment tracking
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Consulta Meta I.M. 5
Learn
Buy
GetUse
Pay
Support
Marketing
Sales
Product DeliveryServicing
Finance
Client Relations
Requester Experiences
Provider
Processes
CommunicationChannels and Conversations
Enterprise I.M. - Business Model
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Consulta Meta I.M. 6
Marketing Sales Product Delivery Servicing Finance Client Relations
Learn Buy Get Use Pay Support
Requestor Experiences
Provider Processes
Interaction Management Life Cycle
CommunicationChannels and Conversations
Building profilesWith time
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Consulta Meta I.M. 7
‘Interaction ManagementAcross all CRM initiatives’
Applies Proactive Business Intelligence (BI)
Leverages Qualified Knowledge (KM)
Enables Front Office Convergence
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Consulta Meta I.M. 8
FulfillmentTracking
ProviderRequester
ClientCare
Sales
A Typical CRM Conversation
Campaigns
KM
BI
< Exchanges
Exchanges
>
Exchanges >
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Consulta Meta I.M. 9
• Provide one-stop exchange-value• Provide focused interaction expertise• Maintain honeycomb of interaction specific data
Single Profile for all business lines
A Relationship-centric Approach
To:
Markets
& Sales
Financial Services
Technical & Service Support
Operations
Management and Provisioning
Fulfillment tracking
Exchanges >
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Consulta Meta I.M. 10
Enterprise I.M. - Operational Model
Client
Com
m. C
hann
els
& T
ools
Extra/Intra Net
WFM
Employees,Partners & Suppliers
Staff
WEB
Business Processes
Support services
Interaction services
CT I
Client
Back-office systems
E-Business- External Systems
Middleware
Exchange Functions & Attributes
KM
Interaction Control Engine
Work Force Management
Knowledge Management
ExchangeManagement
Customer Profile
Resellers
ServiceAutomation
(Fulfillment Tracking)
Front-officeFront-office
Interaction Repository
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Consulta Meta I.M. 11
Enterprise Suite Blueprint
ClientEmployeeSupplierPartner
Com
m. C
hann
els
& T
oolsProvider
Interaction Repository
Front-office
Interaction Management
EAI
Enterprise Data Access
Back-office
e-Business
e-Com
Web Applications
Document Management,
Workflow & Measurements
CRM
Business Applications
Requester
Exchange Management
K. Management
B. IntelligenceExternalSystemsAccess
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Consulta Meta I.M. 12
EnterpriseInformationWarehouse
Air Company X-Star System- Interaction Repository -
Target Marketing
Distribution
Research & Development
Business Relations
CustomerInformation
EmployeeInformation
SupplierInformation
PartnerInformation
In-FlightServices
Claims
RegionalCarriers
Financial Systems
HR Systems
Production Systems
Marketing, Sales & Service
Business Applications
Physical Touch Points
Interaction ManagementLinks
StarAlliance
Aeroplan
ExecutiveOffices
CentralBaggage
Office
LHRCustomerSolutions
YYCCustomerSolutions
RES IIIreservations
refunds
CICOPSUMRES-info
IrregularOperations
OPSISHistoricalPNR
The Passenger
Back-Office & Front-Office Links(an airline example)
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Consulta Meta I.M. 13
Consulta Meta I.M.Service Offering
Methodology
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Consulta Meta I.M. 14
Leadership
Adventure
Management
Initiatives
Vision
L.A.M. - Leadership Adventure Management
Benefits
(Methodology)
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Consulta Meta I.M. 15
To provide capabilityfor client self-service over the WEB
Provide capability for bundling support services
Provide capability forprofiling clients
Elaborate a CRM strategy from clear business goals
Client service interaction %to the WEB
Decrease% clientreferrals
Reducecost ofservice
Increaseclientsatisfaction
Re-engineer call centre operations
Implementloyalty and benefit sharing programs
Implement client service WEB-site
Programs PerformanceMetrics Benefits
Increase access to services
Enterprise management
Enterprise business lines
Enterprise as a whole
InitiativesVision
Information & referral
Coordinateclient data across Operating Units
Improve service delivery
CRM Enterprise Benefits Strategy
Fulfillment tracking
Leadership Adventure Management
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Consulta Meta I.M. 16
Programs
Performance
Metrics
Benefits
Enterprise management
Enterprise business lines
Enterprise as a whole
InitiativesVision
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)
CRM - Enterprise Strategy
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Consulta Meta I.M. 17
Interaction Management
IDENTIFY EVALUATE CRITICIZE SUPPORT PROMOTE
Leverage the need
with solution comfort-level
within the business line
Ease of delivery
To provide capabilityfor client self-service over the WEB
gradual
Fulfillment tracking
(in house)
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Consulta Meta I.M. inc. “Leaders in their roles”