Technology As Innovator

4. Customer Relationship Management

4.1. Definition

Customer Relationship Management (CRM) consists of

1. All Customer-focus functions such as: sales, marketing, customer support
2. Software and Tools for automation of these functions
3. Processes to integrate and support the tasks and tools

4.2. CRM Typical Elements

Sales force automation

SFA tools track prospects, contacts, and activities, allowing managers to follow leads through the pipeline, forecast revenue, and catch bottlenecks. Because of the revenue-forecasting requirements, SFA has always emphasized metrics even more than other areas of CRM..

Tele-Marketing and Tele-Sales Tracking

In many ways, their requirements are closer to those of support tracking and indeed many vendors offer contact center modules that can serve both inbound and outbound contact centers.

Product configuration

Product configuration tools allow users to customize complex products to their exact requirements.

Marketing automation

Often called campaign management, marketing automation allows the design, execution, and management of campaigns. Depending on the sophistication of the tool, the campaigns may use a variety of media and include segmentation and list management capabilities. Marketing event planning is another potential component of marketing automation.

Support tracking

Support-tracking features include the ability to track the history of support requests from inception to resolution, including routing, ownership, escalations, and transfers. Another important area is the provision of a customer database to track service contracts. The contracts area is where integration with the sales system or with the accounting system may come into play.

Field service

Field service has different requirements than service that is provided from a support center, much as a telemarketing group needs different features than a field sales force. Like field sales, field service employs a mobile workforce and it has special requirements such as the management of parts and spares. Many field service tools allow users to communicate through wireless communications.

Knowledge base

Knowledge base functionality is useful in all areas of customer-focused functions. It has the ability to expose the knowledge base to the users through a variety of search capabilities, as well as the ability to support the creation and maintenance of documents.

Customer portal

Web-based customer access to the CRM system is now an absolute requirement. Customer portals and the functionality around them are sometimes called e-CRM and the subsystems are called e-sales, e-marketing, or e-support.

Analytics

One of the benefits of CRM is an improved ability to view and analyze customer-related activities. Together with Business Intelligence and KPI, Analytics function provides a very powerful tool in managing customer expectation to meet the enterprise’s objectives.

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In a fast-food restaurant

Would you like your Burger with Fries and Pepsi? That’ll make a combo and save you 75 cents!

If you have eaten in a fast-food restaurant, you might have experienced this kind of offer. Similar selling can be found in any industry, from recreation to health care, from construction to education.

Did you find the offered made to you useful? Confusing? Annoying? Let’s examine this sale technique, namely Cross-Sell.

Cross-Sell defined

Cross-Sell is a practice of suggesting related products or services to a customer who is considering buying one product.

Why Cross-Sell

• Relatively lower expense and efforts than other marketing methods
• Keep competitors away
• Enhance customer loyalty

A Highly Personalized Customer-Centric Approach

Trust is an Ingredient

Cross-Sell works when the customers already have had a degree of trust in the products or services, either by branding or previous experience.

Convenience is the Essence

Not only sets of relating products, what Cross-Sell truly offers to customer is Convenience. Sales team must always bear in mind that Cross-Sell only works if it can save the time and efforts of customers from selecting what they want and need.

Problem Solving and Satisfaction

First and foremost, the product or service that the customer is considering must solve their problems. Salesman should focus on identifying customer’s problems and show them how the product or service can solve the problems. Only after solving the core problem, talking about additional products and services is beneficial.

The rule of thumb is always talk about how the products/services would benefit the customer, rather than how good such offers are.

Highly Personalized

Although Cross-Sell is systematic, practitioners do not want to apply for all customers. Because Cross-Sell bets at buyer behavior psychologically, it must be highly customized to meet each and every customer it serves.

Effective cross-selling is all about guiding customer through self-discovery of what they need. In some cases, salesman also ‘educates’ customer on what they would want.

Avoid what drive “No thanks”

When the customer haven’t shown explicit trust in the company brand, and is still reluctantly exploring the products, s/he might find Cross-Selling too aggressive.

When it is the customer’s first time using the service, it can be harder.

When the customer is the independent type, s/he might find Cross-Selling annoying.

Salesman must fight against the temptation of pushing to product to focus on the customer’s need.

Don’t strictly follow scripts. In this case, best practice is customization, not the scripts.

Cross-Work

To the customer, the person or team doing Cross-Sell is mostly from Sale department. Inside the company providing the project or service, it’s Cross-Work.

It involves all departments in the company to work together so that each team members would know well all products and services the company has to offer and how the link between them. In this type of inter-teamwork, competition won’t work as effectively as collaboration.

In certain cases, the job of Sale team is easier thanks to Marketing team’s efforts.

IT gets involved: Analysis and Data Mining

Data Analysis

Software can assist in generating enterprise simulations. What-If scenarios can be done on screen. Relationship between products and services is easier to track. Scalability is supported.

Such tracking software can also link to Accounting systems for better information management and forecasting.

Data Mining

Collecting customer information and product information, Data Mining uses sophisticated algorithms, standards and scales to produce

• Personalized profile for each customer based on their preference
• Analysis of buyer behaviors and market
• Prediction of sale and procurement trends

By applying such practice, companies can achieve higher level of Business Intelligence to boost their strategies to which Cross-Sell is merely a part of.

Case Study: Amazon

Imagine the process you go through in using Amazon service.

Firstly when you visit the site, it will show you a list of personalized products that you might be interested in by analyzing your cookies. If you login using your account, it aggressively records your preferences including searches, orders and wish-lists to create a even more personalized list of recommendations.

Next, as you traverse through list of items, it never ceases to give your recommendations, reviews and comparisons.

Then, when you have selected a product, it recommends you to . The related product is shown on the basis of pre-defined analysis.

Besides, apart from presenting products, Amazon gives you additional services like Wish-lists, Checklists, Anniversaries recommendations.

***

As a customer, have you given a “wow!”?

As an entrepreneur, do you think you can do it better than they can?

As a business analyst, how would you create a system to match theirs?

A glance at another sibling: Up-Sell

Up-Sell is a sales technique whereby a salesman attempts to offer the customer with more expensive items, upgrades, or other add-ons.

Up-Sell shares many characteristics with Cross-Sell, but requires more advanced techniques.

It would be covered in another article.

Reference

John Boe, Cross-Selling Takes Teamwork

Tom Atkinson, Cross-Selling: Serve Well, Then Sell