WHAT IS CRM?

Customer Relationship Management(CRM) is a process by which a companymaximizes customer focused intelligence topower profitable growth through acquisition,penetration, and retention of its customers.The primary goals of CRM are to:

• Build long term profitable relationships with the most valuable potential and existing customers.

• Get closer to those customers at every point of contact.

• Maximize your company’s share of the customers wallet.

IS YOUR CRM STRATEGYPOWERING GROWTH?

Effective CRM depends on customer-focused intelligence. Without customerintelligence, your customers will largelyremain a mystery. Your company must con-tinuously learn from interactions and trans-actions with your customers and respond tothe knowledge gained from every contact. Ifyour CRM projects do not enable yourorganization to turn the massive amounts ofdata generated by your customer interaction

systems into meaningful, actionable infor-mation, you will not be able to improve thereturn on your CRM investments. Theimportance of customer analytics and intel-ligence is underscored by industry analystsand subject matter specialists:

“In 100% of the CRM projects we’veseen that lack CRM analysis, there was atotal and complete inability to effect changein the customer relationship and improvethe return on the customer relationship.”

Elizabeth ShahnamVP, Infusion: CRM Meta Group

GET FOCUSED

Intelligent Customer Growth (ICG) isCGE&Y’s comprehensive approach for driv-ing increased customer growth and maxi-mizing the return on your company’s CRMinvestment. ICG is supported by three foun-dational concepts that empower your com-pany to unleash and exploit the benefits ofcustomer intelligence :

• A Single View of the Customer

• Robust Customer Analytics

• Closed Loop Performance Management.

ICG One View Provides A SingleView of the Customer

When tackling the area of customerintelligence, it is critical to understand thatcustomer data collected and stored in frontoffice and back office systems must cometogether to provide one integrated view ofthe customer across all points of contact.CGE&Y’s approach focuses on enabling thisholistic, seamless look at the customer. ICGOne View provides a data model and coretechnology architecture for implementing acentralized customer datamart that scaleswith your company’s growth. It presentsyou with a unified view of the customer byintegrating valuable data from front andback office systems related to all customercontacts. By supporting customer analyticsacross financial, operational and customer-facing systems, ICG One View will helpyour company improve performance on allcustomer-facing dimensions.

ICG Insight Provides RobustCustomer Analytics and Closed LoopPerformance Management

Determining the critical informationnecessary to power profitable growthinvolves two key steps. First, you must

ICG One View & Insight: Powering Growth Through Customer Intelligence

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decide what metrics matter most to thebusiness. And second, you must makevalue-added information about thosemetrics available to key decision makersthroughout your company.

CGE&Y addresses the first chal-lenge through ICG Insight. Using datamade available through the centralizedcustomer datamart, the ICG InsightDashboard provides your companywith recommended, growth-orientedmetrics in the areas of customer acqui-sition, penetration and retention.Drawing from foundational andenhanced analytics capabilities, datarelated to each of your company’s keymetrics (such as customer profitabilityand up-sell/cross-sell sell rates on cam-paigns) is translated into high impactcustomer intelligence. This informationis then made available to executivesthroughout your company to supportgreater understanding of customerbehavior and to support improvedbusiness decision making.

Measurable value is realized whencustomer analytics result in actionabledecisions. The challenge you face as agrowing company is to understand theinsights and implications that stem fromcustomer analytics, take action toimplement appropriate improvementsand monitor the success of those effortsthroughout the business.

CGE&Y has focused on developingspecific Recommended Business Actions(RBAs) that translate measurementinto action. For each of the recom-mended metrics of ICG Insight,CGE&Y has identified potential RBAsto guide your executives on leadingpractices and possible actions thatthey should take to more effectivelypower customer growth.

For example, if churn is too highwithin your customer base, specific rec-ommendations are made to reduce theproblem through innovative loyalty pro-grams and personalized service for highvalue customers. Further, by monitor-ing the impact of new investments andreducing churn, your company candetermine how effective your new pro-grams are and what kind of quantitativereturn they yield for the company. Thisclosed-loop approach to managing busi-ness performance ensures that yourcompany doesn’t just collect interestingdata – it takes action on critical cus-tomer intelligence.

CHOOSE A WINNINGPARTNER

While there are different technolo-gy providers that can be used to opera-tionalize CGE&Y’s ICG One View andICG Insight offerings, CGE&Y has a col-

laborative and unique partnership withHyperion Solutions. Hyperion Solutionsis a recognized market leader in thebusiness analysis software market, withover 6,000 customers worldwide bene-fiting from its Online AnalyticalProcessing (OLAP) technology andpackaged analytic applications.

Based on Hyperion’s eCRM AnalysisSuite, CGE&Y and Hyperion have pre-defined recommended CRM metrics,data requirements, linkages to opera-tional systems and a “starter set” ofreports and analysis of interest to mostHigh Growth companies. CGE&Y’s ICG solutions, incorporating Hyperion’stechnology, provide your company withthe technology to build the centralizeddatamart and dashboard that enablesyour company to capture, analyze, dis-seminate and monitor valuable informa-tion on potential and existing cus-tomers.

Hyperion’s family of packagedeCRM analysis applications and market-leading OLAP technology, combinedwith CGE&Y’s tailored implementationmethodology, process, and industryexpertise, accelerate the project, reducerisk and help drive your company’sCRM success.

TAKE ACTION

“Measurement turns vision intostrategy and strategy into fact.Measurement lies at the very heart ofboth vision and strategy.”

Fredrick ReichheldThe Loyalty Effect

Companies with the best data andthe ability to measure, analyze, act anddeliver tailored products and services totheir customer will achieve profitablegrowth. CGE&Y will help you turn yourcompany’s CRM vision, strategy, andgrowth orientation into fact through ourICG offerings.

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