Strategia e approccio a un progetto CRM

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1 Paolo Porra Financial Services C.R.M. Strategia e approccio a un progetto CRM Convegno ABI CRM Strumenti evoluti per il rapporto con la clientela Roma, 13 Dicembre 2001

2 Agenda Introduzione Strategia e obiettivi CRM Roadmap Visione Architetturale e Funzionale Case Study -- Page 2

3 Oracle in Financial Services Global, Regional and Country Financial Services Teams Strategic Partnerships with major Financial Services Consulting Firms Experienced Financial Services Professionals -- Page 3

4 Customer Relationship Management What is CRM? CRM is a customer-focused business strategy designed to optimize profitability, revenue and customer satisfaction." Gartner Group -- Page 4

5 CRM: L obiettivo da raggiungere Numero di Clienti Valore della Relazione Durata della Relazione -- Page 5

6 CRM: riguarda la strategia aziendale Coinvolge: Tutta l organizzazione Tutti I processi La tecnologia -- Page 6

7 CRM: dove arrivare? (1/2) Offrire e vendere il giusto prodotto/servizio, al giusto cliente, nel giusto momento, attraverso il giusto canale (Mike Ferguson) Visione unica appropriata del cliente Analisi e conoscenza delle sue preferenze Fedeltà attraverso la personalizzazione recepita dal cliente Relazione consistente attraverso tutti i canali Valore del gruppo finanziario sentito ad ogni contatto Un rapporto di fiducia duraturo nel tempo -- Page 7

8 CRM: dove arrivare? (2/2) Offrire e vendere il giusto prodotto/servizio, al giusto cliente, nel giusto momento, attraverso il giusto canale (Mike Ferguson) Canali di vendita/relazione integrati e realmente collaborativi Processi aziendali realmente collaborativi Strumenti analitici che abilitano un interazione intelligente on-line della relazione Relazione e comunicazione continua -- Page 8

9 CRM Roadmap -- Page 9

10 Closed Loop CRM 2. Analyze Business Applications 3. Plan Customer Database 1. Capture Business Applications 4. Interact TDWI Industry Survey 2000 Harnessing Customer Information for Strategic Advantage: Technical Challenges & Business Solutions -- Page 10

11 Closed Loop CRM ANALYZE ANALYZE Business Business users users : Leverage : Leverage knowledge knowledge gained gained Create Create reports reports 2. Analyze of of customer from customer from analyzing analyzing customer customer behaviour, information, behaviour, information, to to create create rules rules to to Define Define customer customer segments, optimise segments, optimise customer customer interaction. interaction. Create Create predictive predictive Business models models to Objective to Applications Objective : : know know how how to to determine determine what what recommendations deliver recommendations deliver the the right right offer offer to to the the or or offers offers to to make make to to customers right customers right customer customer at at the the right right time time via via the the right right channel. channel. Customer Database CAPTURE CAPTURE INTERACT INTERACT Extract Business Applications Extract data data from from Execute operational operational system, Execute the the rules rules in in the the interaction interaction system, and integrate integrate and and store store data and touchpoint touchpoint systems. systems. data Manage for for analysis analysis and and quick Manage all quick 4. Interact all inbound inbound (Web (Web Call Call Centre, Centre, Store retrieval Store etc) etc) and and outbound outbound ( , ( , Direct Direct retrieval Mail, Mail, Telemarketing Telemarketing etc) etc) customer customer communications communications Capture Capture the the results results of of the the interactions interactions and and repeat repeat the the cycle. cycle. 1. Capture PLAN PLAN 3. Plan TDWI Industry Survey 2000 Harnessing Customer Information for Strategic Advantage: Technical Challenges & Business Solutions -- Page 11

12 Closed Loop CRM ANALYZE ANALYZE Business Business users users : Leverage : Leverage knowledge knowledge gained gained Create Create reports reports 2. Analyze of of customer from customer from analyzing analyzing customer customer behaviour, information, behaviour, information, to to create create rules rules to to Define Define customer customer segments, optimise segments, optimise customer customer interaction. interaction. Create Create predictive predictive Business models models to Objective to Applications Objective : : know know how how to to determine determine what what recommendations deliver recommendations deliver the the right right offer offer to to the the or or offers offers to to make make to to customers right customers right customer customer at at the the right right time time via via the the right right channel. channel. Customer Database CAPTURE CAPTURE INTERACT INTERACT Extract Business Applications Extract data data from from Execute operational operational system, Execute the the rules rules in in the the interaction interaction system, and integrate integrate and and store store data and touchpoint touchpoint systems. systems. data Manage for for analysis analysis and and quick Manage all quick 4. Interact all inbound inbound (Web (Web Call Call Centre, Centre, Store retrieval Store etc) etc) and and outbound outbound ( , ( , Direct Direct retrieval Mail, Mail, Telemarketing Telemarketing etc) etc) customer Near customer Near Real Real Time Time CRM CRM -- The The Increasing Increasing communications Velocity communications Velocity Of Of Customer Customer Information. Information. Capture Capture the the results results of of the the interactions To interactions To provide provide near near real-time real-time CRM, CRM, companies companies need and need and repeat a repeat robust robust the data the data cycle. architecture cycle. architecture that that blends blends operational operational and and analytical analytical processes processes into into a seamless seamless whole whole 1. Capture PLAN PLAN 3. Plan TDWI Industry Survey 2000 Harnessing Customer Information for Strategic Advantage: Technical Challenges & Business Solutions -- Page 12

13 CRM Architecture Analytical CRM Analytical Tools Ad Hoc Query Report Capture Extract, Transform, Load Processes Operational CRM Inbound Touchpoints Web Call Centre OLAP Data Mining Analytical Applications Campaign Mgmt Churn Analysis Propensity Scoring Analyze Plan Customer Info Customer Records Propensity Scores Personal Offers Customer Customer Data Warehouse Operational Data Store Campaign Campaign Responses Responses Extract, Transform, Load Processes Store ATM Outbound Touchpoints Direct Mail Tele-marketing Other Mobile Device TDWI Industry Survey 2000 Harnessing Customer Information for Strategic Advantage : Technical Challenges & Busine -- Page 13

14 CRM: le fondamenta 1 to 1 Marketing 4-Customize Closed Loop Analysis and Operations Using a Single View of Each Customer, Built on an Integrated Information Architecture 3-Interact Operational Optimize Customer Interactions 2-Differentiate Analytical Refine and Target Business Strategies 1-Identify Peppers and Rogers Group -- Page 14

15 CRM roadmap 1to1 MarketingSteps 4-Customize 3-Interact 2-Differentiate Vista unica del cliente attraverso: un unica struttura dati su cui fondare tutti i servizi operativi del CRM un solo Customer Database per analizzare e conoscere il cliente 1-Identify Peppers and Rogers Group/1 to 1 Marketing -- Page 15

16 CRM roadmap 1to1 MarketingSteps 4-Customize 3-Interact 2-Differentiate 1-Identify Capire il valore e le potenzialità dei propri clienti: Comportamento storico Profitability Comportamento futuro Valore futuro Profilo di Rischio Peppers and Rogers Group/1 to 1 Marketing -- Page 16

17 CRM roadmap 1to1 MarketingSteps 4-Customize 3-Interact 2-Differentiate Interagire con il cliente: Canale Prodotto/Servizio Momento Prezzo 1-Identify Peppers and Rogers Group/1 to 1 Marketing -- Page 17

18 CRM roadmap 1to1 MarketingSteps 4-Customize 3-Interact 2-Differentiate 1-Identify Far crescere la relazione: valutare, evolvere e rispondere attivamente alle esigenze del cliente in tempo reale condividere e utilizzare in ogni momento la conoscenza sul cliente tra tutti vari attori aziendali coinvolti nel gioco della relazione Peppers and Rogers Group/1 to 1 Marketing -- Page 18

19 Analisti e CRM Analitico In 100% of the CRM Projects we ve seen that lack CRM Analytics, there was a total and complete inability to effect change in the Customer Relationship Meta Group, August Page 19

20 Clienti e CRM Analitico One of the biggest challenges for us is to improve Customer Loyalty. Gianni Santerini, Telecom Italia Mobile TIM s Analytical CRM Solution Oracle Datawarehouse and Business Intelligence Oracle Data Mining Oracle Marketing Online -- Page 20

21 Due regole per il successo -- Page 21

22 CRM: regole fondamentali Change Management e Training Approccio per obiettivi graduali e non di tipo Big Bang -- Page 22

23 Oracle: visione Architetturale e Funzionale -- Page 23

24 La Vision Oracle ERP Applications BI & Datawarehouse CRM Applications HR Financials Order Management Others Data Mining Profitability DSS Apps BI Applications Customer DW istore Marketing Sales Customer Call Centre Touchpoints (Trading Community Architecture) e-businesssuite e-businesssuite i-platform e-businesssuite -- Page 26

25 CRM Operativo e Analitico Analytical Operational Sales & Service Marketing Customer Intelligence Oracle Solutions Call Center/Interaction Center Sales Force Automation Service/Self-Service Interaction & Management Incentive Compensation Product Configuration e-business Solutions Marketing Automation Campaign Management Customer Database Data Warehousing Customer Profitability Data Mining/Modeling Ad Hoc Query, Reporting and Distribution -- Page 27

26 CRM: Marketing personalizzato 1to1 MarketingSteps CRM Solutions 4-Customize 3-Interact 2-Differentiate Sales & Service Analytical CRM is Key Marketing 1-Identify Customer Intelligence Peppers and Rogers Group/1 to 1 Marketing -- Page 28

27 Il CRM analitico abilita gli obiettivi del CRM operativo Acquisition Operational Analytical Retention Risk Analysis Cross-sell Up-sell Customer Profitability Management -- Page 29

28 -- Page 30

29 Analytical CRM Oracle Distribuito su tutti i Ruoli Corporate Strategist Business Analyst LOB Decision Maker C-level Financial Analyst Purchasing mgr Strategy Formulation and Communication VP. Finance Financial Planner Accounting mgr VP. Marketing Balanced Scorecard, Activity Operations Based Analyst Management, Performance Manufacturing Analyzer mgr VP. Manufacturing Production Analyst Engineering mgr Planning, Analysis, Simulation VP. Sales Production Planner Product mgr VP. HR Sales Analyzer, Financial Purchasing Analyzer Analyst, Demand Planner Customer Service mgr Treasurer Operational HR Analyst Intelligence Marketing mgr Sales, Supply Marketing Chain Analyst Sales Purchasing Manufacturing Customer Financial Interaction Center Marketing Service HR -- Page 31

30 Oracle CRM E-Business Suite Customer Intelligence Marketing Intelligence Sales Intelligence Call Center Intelligence Marketing Sales Service CRM Foundation Interaction Channels Common Application Architecture & Schema (TCA) ebusiness Platform Page 32

31 Oracle CRM E-Business Suite Analytical Applications Marketing Intelligence Sales Intelligence Customer Intelligence Call center Intelligence Business Applications imarketing Marketing On LIne MES istore Sales Online Mobile Field Sales TeleSales Sales Comp Partner (PRM) isupport Customer Support Field Service Mobile Field Service Depot Repair Spares Mgt Contracts Scheduler Service Collections Contracts Universal Work Queue Resources Territories Assignment Engine CRM Foundation Tasks Notes Calendar 1-on-11 Fulfillment MES Interaction History Interaction Blending Order Capture Interaction Channels E-Business Foundation E-Business Platform Call Center Telephony Manager Scripting Predictive Dialer Center ebusiness Platform Web Common Application Architecture & Schema Mobile Page 33

32 Consolidated Customer View Banking CitiCorp Citi Business Citibank Corp Account Travel Account Credit Card Check Account Mortage Credit Card Savings Account Household Trymer Account Company Relationship Mike employee of Trymer Employee Mike Member Spouse Member Mary -- Page 34

33 CRM in 90 giorni: Business Flows Campaign to Cash Plan to Campaign Campaign to Results Click to Order Call to Order Opportunity to Global Forecast Issue to Resolution Call to Resolution Click to Resolution Contact to Resolution Contract to Renewal -- Page 35

34 Case Study Page 36

35 Progetto Customer Profiling Obiettivi Determinazione di indicatori Actual e Predictive idonei a realizzare il profilo del cliente a supporto dell analisi del margine per cliente, rischio di frode e di churn, simulazioni tariffarie, campagne di marketing Informazioni Per ogni linea telefonica si hanno 3 Tipologie di informazioni: a) Informazioni Anagrafico/Contrattuali b) Indicatori Descrittivi: utilizzo dei servizi (voce, dati, VAS) rapporto con la catena distributiva/assistenza scadenze contrattuali c) Indicatori Predittivi: descrivono il comportamento presunto del Cliente nel futuro -- Page 37

36 Progetto Datawarehouse Marketing Obiettivi Costruire l infrastruttura di Dwh a livello enterprise partendo dalle esigenze del marketing Realizzare applicazioni di analisi sui dati del cliente Realizzare un applicazione di customer profiling a supporto della gestione del cliente in tutti i momenti di contatto con la banca La Soluzione Realizzazione dell infrastruttura dati condivisa contenente la totalitá dei dati sui clienti al massimo livello di dettaglio (tutte le transazioni) Monitoraggio del budget commerciale Customer Profiling Campaign Management, Front End di filiale -- Page 38

37 Le Caratteristiche della Soluzione in sintesi Architettura completamente Web Suite Modulare e Completa Multicanalità Visione unica e globale del Cliente (TCA) Analisi intelligente dei dati; reporting integrato Configurazione e personalizzazione rapida e flessibile -- Page 39

38 DOMANDE -- Page 40