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CRM Trends
1. CRM Trends
Einat Shimoni
EVP & Senior Analyst
Enterprise Applications,
Analytics & KM Strategies
Blog: einatstki.blogspot.com
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All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
2. CRM Radar
Interest
Implementing
Operational
Analytics
Using
Operational CRM
Customer
Data hubs Analytical
CRM
Campaign
Mng. Multi Channel
CRM
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3. 3 CRM Stages
Operational CRM
Service SFA Mobile Sales Marketing
Analytical CRM
Operational Analytics
Multi Channel CRM
Collaborative CRM
Self-Service
Web 2008
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4. Multi Channel Marketing
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All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
5. CRM should manage client experience
not create a negative one
The
Customer
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All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
6. New Marketing Essentials
• The new 3 E’s of successful marketing:
Engage, Entertain, Educate
• The web is making a Huge impact on
marketing & customer interaction
strategies
• Focus on what your target audience
hears, not on what you say
• Dialogue, not Monologue
Source: TheWiseMarketer.com
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All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
7. CRM Trends
• CRM initiatives should address “new areas”:
eMarketing – marketing on the Web 2008
eService – the dilemma: promoting self service while
keeping the personal touch
Social networks, Video Sharing and mini-apps (“widgets”)
Managing multi-channel interactions
Interactive Brand Experiences
Allowing product reviews (if relevant)
Selling in virtual worlds:
Less intimacy with the customer
Much more intimate information
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All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
8. 2008 CRM Priorities
Source: STKI Survey 2008
30%
25%
20%
15%
10%
5%
0%
Analytical
Ecommerce
Management
Management
Packages
Campaign
Systems
Customer
CRM
CRM
Data
Service
Self
-
Israeli orgs place very high priority for analytical CRM
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All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
9. Management tools usage & satisfaction
Source: Bain & Company (Mng. Tools 2007)
Orgs satisfied with CRM
Will continue using it
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All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
10. CRM Israeli Trends
CRM is “picking up” (AGR: 10%)
Focus on Analytical & Collaborative CRM
Marketing initiatives gaining attention
Customer data even more problematic
Channels (SMS, emails etc.) are managed
“tactically”, not holistically
Guided Interactions & “the agent
desktop”
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All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
11. Cost per call*
Live agent (CSR): 5$ (avr.)
IVR: 1$
Web interaction: <0.2$
* Average costs are based on global research findings across all industries
includes Service rep salary, electricity, computers, systems, training, maintenance
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All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
12. STKI Rule of Thumb
HIGH-END CRM in Israel: Price Per Seat
• License: $1K - $3K
• Integration: 2 x license
• Hardware: 1 x license
• Maintenance: 0.5 x license (for 3 years)
• Training &
Change Mng: 1 x license
• Testing: 0.25-0.5 x license
• Data Quality: 0.25-0.5 x license
Total: 6 x license
$6,000 - $18,000 per seat
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All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
13. STKI Rule of Thumb
Mid-Tier CRM in Israel: Price Per Seat
• License: $500 - $1K
• Integration: 2 x license
• Maintenance: 0.5 x license (for 3 years)
• Implementation 0.75 x license
(training, testing,
data quality)
Total: ~4 x license
$2,000 - $4,000 per seat
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All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
14. STKI Rule of Thumb
SaaS CRM price model
Pay-as-you-go subscription pricing
Price per user per month: 40$ - 130$
* Depending on functionality, contract period,
scope of modules vs. full suite, number of users
Additional possible costs:
• Relatively very short implementation time
• Data quality
• Training
• Some possible customization costs
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All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
15. Bottom Lines
The next challenge is managing the
customer’s experience
Multi Channel CRM is the next big step in
CRM evolution
CRM initiatives require incorporation of
infrastructure elements (MDM, Portals,
BPM etc.)
Customer data requires special attention
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All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info
16. Einat Shimoni
EVP & Senior Analyst
Enterprise Applications,
Analytics & KM Strategies
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All Rights Reserved @STKI Moshav Bnei Zion, Israel +972 9 74 444 74 www.stki.info