The Environment

1
Customer Relationship Management
2
Internet Production and Distribution are Separate
Distributors
Customers
Producers

• Brokerage
• Investment Funds
• Credit card
• Software Company
• Mortgage
• Travel

• Horizontal Portal
• Finance Portal
• Aggregators
• Financial Marketplace

3
Internet Production and Distribution are Separate
Distributors
Customers
Producers
Service Provider Delta Air
Financial Marketplace E-loan
Horizontal Portal Yahoo!
Producer Ford Motor GE Medical
Focused Distributor Amazon.com
Affinity Portal iVillage
Vertical Portal Quicken.com
Financial Product AllState Farmers Ins.
4
New Value Web
Horizontal Portal Yahoo!
Customer
Focused Distributor Amazon
Physical World Call Centre
Vertical Portal Quicken.com
Distributor
Financial Marketplace E-Loan
Producer
Insurance Co.s Allstate, GEICO
Software Quicken2000
5
Traditional Organisation is Changing.
Customer
Product
Infrastructure
6
Internet Traditional Organisation Will be
Unbundled
Source Hagel Singer, Unbundling the
Corporation. Harvard Business Review, Apr99
7
CUSTOMER RELATIONSHIP
Product Management
Customer Relationship Management
One time interaction
Focus
Constant interaction
Short term
Process
Long term
Mass
Communication
Personal
Market survey
Feedback
Constant dialog
Market share
Success criteria
Wallet share
8
CRM PROCESS
Communication

• Personalise
• Product/ service
• Communication
• Channel
• Price

• Know Your Customer
• Information gathering
• Customer differenatiation

Communication
9
Review of the CRM space

• Overview of CRM Products
• Critical Success Factors for CRM Implementation

10
The Evolution of Space
CRM Products
eCRM Systems
CRM Systems
Sales Force Automation Systems
Contact Management Systems
Functional Objective Vendors
Have organized, automated processes for sharing
comprehensive CRM data with remote sales agents
business partners Siebel, Oracle, Janna
Have web-based platforms which enable dynamic
profiling of customers, interactive personalized
scripting customer treatment Combination of
Integrated web technologies
Automate FIs internal processes of Sales
Accounts Management Sales Logix, Saratoga, First
Wave
Improve workflow and automate lead
tracking GoldMine, ACT
11
Review of the CRM space

• Overview of CRM Products
• Critical Success Factors for CRM Implementation

12
The Environment
Critical Success Factors

• A variety of financial products
• Gamut of delivery channels partners
• Variety of modalities in far flung territories
• Dispersed, incentive-differentiated sales
  organizations
• Management by effective, entrepreneurial business
  divisions

13
To Succeed in this rapidly evolving
environmentfollowing are the critical success
factors which Client must focus on
Critical Success Factors
14
e-Enabling of entire CRM infrastructure (evolve
into eCRM)
Critical Success Factor 1

• Extends the purview of Customer Relationship
  Management

15
CRM Vs eCRM
Critical Success Factor 1
16
Data integration synchronization
Critical Success Factor 2

• Management of Interactive Customer Data Flows
• Real-time or batch modes both for operations
  decision support

17
Industry-centric Workflow Management
Critical Success Factor 3

• Workflow Fulfillment templates specific to
  Financial Industry
• Capture the expertise of best marketing sales
  people
• Enable specification of complex rules for
  interaction

The idea is to define, instill and reinforce the
best practices to elevate performance
18
Multi-channel Integration
Critical Success Factor 4

• Call Center
• Internet
• IVR
• Remote Sales
• Branch/ store, E-mail, Mobile etc.

The point to make is what level of functionality
is available in multiple channels
19
Integration of other Applications with CRM
Critical Success Factor 5

• Call Center
• CIF
• Profiling datastore personalization engine
• Integration of existing Logs Rules Datastores
• e-Mail management
• Data Warehouse/Mart
• Marketing Analytics, transactional data, servers
  etc.

Ability to foster an integration platform to make
existing systems take advantage of new dynamic
environments
20
Typical Implementation Roadmap will be guided
by- Current state- Objectives for eCRM
project- Project timelines- Business
priorities- User-base within the organization-
Back-end integration- Phase-wise implementation
Implementation Approach
21
Objectives
Objectives for eCRM Project
eCRM Tool
C a m p a i g n Mgmt
Marketing
DMAs
Data Warehouse
Lead Generation
Fulfillments
DSAs
Sales
Customer
C o m p l a i n t Mgmt
SFA Opportunity Mgmt Quote Generation Order
Entry Tracking
Call Center Agents
Workflow Mgmt