Join Mihir as he discusses the impact of integrating analytics as a corporate strategy.
Conference presentation from the Texas Association of Graduate Admissions Professionals (TxGAP) 2012 Professional Development Conference.
Author:
Mihir Mistry
Information Systems Analyst
University of Dallas
For more information, visit www.txgap.com.
3. Enterprise Systems
Problem:
Information systems growing over time
Lack of integration
Different computing platforms
Difficult to integrate
Data must be reentered from one system to another
Same pieces of data stored in several versions
7. Customer Relationship Management
Web has changed the business
Customers have the power
Transactions vs. relationships
Keeping customers satisfied is key
CRM
Corporate-level strategy
Concentrates on the downstream information flow
To attract potential customers
Creation of customer loyalty
Managers need to be able to monitor and analyze
factors driving customer satisfaction
8. Key Benefits of CRM
1. Enables 24/7/365 operations
2. Individualized service
3. Improved information
4. Speeds up problem
identification/resolution
5. Speeds up processes
6. Improved integration
7. Improved product development
8. Improved planning
9. Developing a CRM Strategy
More than just software
purchase and installation
Enterprise-wide changes
10. Changes …
Policies and procedures need to reflect customer-focused
culture
Customer-focused measures of quality
Process changes to enhance customer experience
Employees from all business areas must value customer
service and satisfaction
All aspects of customer experience must be tracked,
analyzed and shared
Consider ethical concerns
14. CRM Provides Improved Understanding of
Market Conditions
1. Improved understanding of markets, segments
and customers
2. Improved understanding of competitors
3. Enhanced understanding of organization’s
strengths and weaknesses
4. Better understanding of economic structure of the
industry
5. Enhanced product development
6. Improved strategy development and
coordination with the sales function
15. Analytical CRM
Analysis of customer behavior and perceptions
Customized marketing
Up-selling
Retaining customers
Key technologies used to create predictive
models
Data mining
Decision support systems
Continuous data collection and analysis is
necessary
17. Customer Focused Business Processes
Addressed by Analytical CRM
1. Marketing campaign management and analysis
2. Customer campaign customization
3. Customer communication optimization
4. Customer segmentation and sales coverage optimization
5. Pricing optimization and risk assessment and management
6. Price, quality and satisfaction analysis of competitors
7. Customer acquisition and retention analysis
8. Customer satisfaction and management
9. Product usage, life cycle analysis, and product development
10. Product and service quality tracking and management
19. Examples of reports from CRM
1. Revenue per sales person, per territory, or as a
percentage of sales quota
2. Margins by product category, customer
segment, or customer
3. Number of calls per day, time spent per
contract, revenue per call, cost per call, ratio of
orders to calls
4. Number of lost customers per period or cost of
customer acquisition
20. Operational Level
Day-to-day business processes
Interactions with customers
Information systems used to:
Automate repetitive tasks
Improve efficiency
Decisions:
Structured
Recurring
Can often be automated using IS
Reports
Scheduled reports
21. Managerial Level
Functional managers
Monitoring and controlling operational-level activities
Providing information to executive level
Midlevel managers
Focus on effectively utilizing and deploying resources
Goal of achieving strategic objectives
Managers’ decisions
Semi structured
Contained within business function
Moderately complex
Time horizon of few days to few months
Reports
Key indicator reports
Exception reports
Drill down reports
22. Executive Level
The president, CEO, vice presidents, board of directors
Decisions
Long-term strategic issues
Complex and non routine problems
Unstructured decisions
Long-term ramifications
Reports
Dashboards