CAS Software AG Success with Customer Excellence

Why CRM, Is it really necessary ?

Mircea Prelipceanu

International Business Manager

CRM TRENDS 2011

07.10.2011

What can you expect today?

Agenda

1. CAS Software AG

2. The Increasing Importance of CRM

3. CRM – so what now?

4. Live with CRM

CAS Software AG Success with Customer Excellence

CAS Software AG

Facts

Established 1986

Headquarters Karlsruhe - Germany

Ownership Executive board and employees

Employees CAS group: ~330 (Dec 2008)

CAS Software AG: ~190

Turnover ~33 Mio. Euro

Growth in 2008

Employees +16%

Turnover +34.0% with CRM standard products

+18.2% CAS-Group

Investments in the future

in innovation over 25% of the turnover goes into R&D

in employees CAS model: earnings shared with employees

CAS academy: continuing on-the-job training,

CAS leadership compass

CAS new blood: close contacts with universities,

research facilities, etc.

CAS Software AG – At a Glance

CAS Software AG – A Few Facts

More than 140 partners in DE and 55 worldwide and over

150.000 users of CAS products

CAS is active in more than 24 countries on 4 continents:

Focus on EMEA and LATAM

In Turkey presence since 2007

CAS genesisWorld is available in 12 languages

D, EN, FR, IT, RO, HU, HR, CZ, ES, NL, TR, PL

Several CRM products and dedicated CRM branch solutions

Hundred add-on solutions to common systems

Numerous awards: CAS recently won the CRM Best Practice

Award (for the 5th time ) with customer OKI Printing Solutions

CAS Software AG Success with Customer Excellence

The Increasing Importance of

Customer Relationship Management

Current situation

Customer Products

Services Enterprise

CRM – what is that ?

•CRM is a long-term business strategy to growth and

improve profitability through a better understanding of

customer behavior.

•Customer Relationship Management - those aspects

of a business strategy which relate to techniques and

methods for attracting and retaining customers.

•There is no agreed definition, but CRM is a blend of

operational processes, methodologies and

techniques that helps organizations create two-way

interactions with customers, thereby enabling them to

better understand and anticipate the behaviors,

needs and wants of existing and potential customers.

•CRM is a straightforward concept...

CONFUSED ?

Drivers of CRM

CRM

Product & Competition

Products become more and more comparable!

Increasing Competition!

In Past - Sales process

- PRODUCT was in the middle

- Selection was not so great , were mostly regional providers

- Lack of market overview and actions to attract new customers was not necessary,

Today - Purchasing process

- Customer have more power is well informed, market is transparent

- Customer have HIGH expectations from products/services and become disloyal

- We all run for customers, the product is not in middle anymore but CUSTOMER get in

focus

Competitive advantage through

customer orientation

Services/Customer orientation

Product quality

Technical/Innovation

Services & customer orientation bear the greatest

potential to differentiate from the competition

Evaluation of future opportunities for competitive differentiation

Source: Simon, Kucher & Partner

14,8%

21,3%

21,3%

42,6%

56,5%

57,4%

76,9%

Price-Performance

Image/Publicity

Sales

Price/Costs

Customer Relationship Management

Growth strategies

Core competencies management

E-Business

Knowledge Management / optimized information processes

Business Process Outsourcing

Total Quality Management

Lean Management

Business Process Reengineering

Shareholder Value Management

Virtual Companies Source: Institute of Management and

Consulting Sciences; Prof.Dietmar Fink

Evaluation of corporate strategies, which promise the largest competitive advantage on a long-term basis

(Number of points:500 = high potential, 300 = little potential, 100 = low potential)

256

270

293

332

335

340

370

376

380

407

422

Competitive advantage through

customer orientation

Source: Facts & Figures from advisors market 2007/2008, BDU e.V. 2008

Top 10 challenges for SME

Top 10 of the challenges for medium-size enterprises from advisors point of view

Customer relationship management

Recruitment / Employee qualification

Innovation

International competition

Globalization (new markets and competitors)

Changing business strategies

Capital raising

Intensifying national competition

Demographical changes

Costs cut

52 42

50 43

42 48

42

48

41 42 41

37 47

32 50

29 51

28 46

27 51

30 49

Importance in %:

very important

important

Drivers of CRM

CRM

Product & Competition

Products become more and more

comparable

Increasing Competition

Customer behavior

Decreasing loyalty

Sources of information

Demanding attitude

A closer look to customer

Customer

1 happy customer shares its positive experiences with 4 other persons

: )

4

: (

Customer

1 unhappy customer shares its bad experiences with another 8-10 persons, (potentially) customers

10

Customer

12

12 positive actions are necessary to be done, in order to adjust a negative situation

Drivers of CRM

CRM

Product & Competition

Products become more and more

comparable

Increasing Competition

Customer behavior

Decreasing loyalty

Sources of information

Demanding attitude

Getting new customers vs

Taking care about the existing ones

Getting new customers is more expensive than

improving relations with existing ones

Increasing revenues through customer loyalty

Costs

Revenue

Potential customers

Interested customers

20% Costs 80% Sales

80% Costs 20% Sales

Loyal customers

Multiple customers

One time customers

Source: Tech. University Berlin, Inst. f. BWL, Business und Services marketing, Prof. Dr. E. Kuhlmann

Costs and trust in the process of a successful business relationship

Customer relations and confidence

Time

Trust Operations costs

Trust,

operations

costs

1. Do you know your customers ?

2. What information do you have about them? Also personal data ?

3. Who is having this information?

4. Is your customer aware about your company and what u do?

5. Is your customer satisfied with your company?

6. Is your customer enthusiastic about your company?

7. Would your customer recommend you to others?

Important Questions?

CAS Software AG Success with Customer Excellence

CRM – SO WHAT NOW?

Short Motivation, Part I

Short Motivation, Part II

Starting point: Address Management

Annoying situations:

• Time intensive data input

result in incorrect address

entries incomplete custo -

mer data

• duplicate copies

• missing, wrong or old

data of contact persons

• poor additional information

• no addresses of decision makers

• no transparency regarding data quality

According to statistics, in Germany, between 10 - 30% of the customer data

inserted in a CRM systems is corrupted.

Quelle: Riek, direkt Marketing Fairmarktung GmbH & Co. Service KG

Address management in the future

Structured process of Address Management

Responsibility and Transparency over address quality

Correct Addresses Always updated and completed

Complete Information Enhancements for better decisions

Notifications on changes Persons will be notified about changes immediately

Revolution in address management

Gathering addresses

Duplicate check

Allocation/ Reference database

Manually or Import with address wizard / Other databases

Examination and correction

Regelkreis Update

Enrich

Supervise

OKI Printing

Solutions

Madam Janine Black

CAS Software

AG

Address wizard

Just one mouse click: The address is arranged!

Address Revolution: Correction and Enhancement

Customer database

WebService

Reference database

Status Quo: • incorrect • incomplete • wrong contact persons

• bedirect • Yellowmap • Schober • Deutsche Telekom • Others

Summary: Revolution in Address Management

Address Management

Address acquisition Address assistant

Duplicate check when entering the

address/ for all databases

Validating and enhancing addresses with WEB

Servicess

Address monitoring automatic address

update

Reaching and serving customers

Winning probabilities

Competition analyze

Lead management

Sales Report and analysis

Responsible workflows

Customers segmentation

Multi Channel campaigns

Marketing Budgets tracking

Event organization

Customer Interaction analysis

SLA management

Hotline & Call Center

Help-Desk Portal

Ticketing System

Responses and satisfaction analysis

Time load calculations

Expenses internal/external

Milestones targets/risks

Resource planning

Complete Project reporting

Document management

3rd party systems integrations (eg.ERP)

Groupware

Task & Appointment planning

E-Mail

Workflows

Form designers Intelligent

Address Management

Let's Go Live with CRM…

For further information please contact us:

Bogotá: 57 1 618 01 41

Cra 15 No. 98-42 Ofc 402

Bogotá – Colombia

ventas@stone.com.co

Bucaramanga: 57 7 6497063

Calle 49 No. 27 A- 65 Ofc. 503

Bucaramanga – Colombia

ventas@stone.com.co

www.stone.com.co