TECNOLOGIA AL SERVICIO DEL CRM

The Internet continues to grow in importance among North Americans

• Over 79% of US adults are now using the internet, with 44% of adults using the internet everyday.

• Why everyday? More adults rely on the internet as a key source of information.  45% of internet users claim the internet has helped them make major decisions with almost 40% claiming the internet plays a crucial role.  [its beyond shopping]

• Why turn to the internet for decision making? Internet users cite the ability of the internet to connect other people for advise or sharing valuable experience as one the key reasons for turning to the net.

• Source: E-marketer  http://http://207.21.232.103/pdfs/PIP_Major%20Moments_2006.pdf

Porque es Web 2.0 crucial para la función CRM empresarial ?

Home broadband adoption grows, establishing more opportunities for rich marketing.

• Home broadband adoption is up 40% over 2005, in part fueled by the increase in Internet penetration (73%).

• US adoption is at 44% of total households, and Canadian adoption leading with an impressive 59% adoption rate.

• Broadband households spend 31% more online than dial-up hh. They are also more affluent, and more likely to shop, bank and research online than dial-up.

Sources: • 40% growth, 44% US adoption - Pew “Home Broadband Adoption”,

Pew Internet & American Life Project, May 2006• Forrester, “The State of Consumers and Technology”: Benchmark

2005”, July 2005 • E*marketer, “Internet marketing Fundamentals” chart, May 2006

Como estamos hoy en la región ?...

Acceso a Internet• El total de suscriptores fijos y móviles con acceso a Internet en

Colombia aumentó 8 % en el tercer trimestre, llegando a 2.966.776 a septiembre de 2009

• A septiembre de 2009 se estima que cerca del 46,2% de la población Colombiana es usuaria de Internet con 20,788,818 usuarios (incluye usuarios residenciales, corporativos y centros colectivos)

• Los accesos dedicados fijos aumentaron un 2,9% mientras que los accesos móviles por suscripcion se incrementaron en 45,2 %.

• El 88,16% de los accesos dedicados fijos son considerados banda ancha

Según la Comisión de Regulación de Comunicaciones –CRC- en el Informe de Conectividad correspondiente al tercer trimestre de 2009.

Mas información

• http://www.internetworldstats.com

• http://www.crcom.gov.co

There are dramatic differences between generations & genders in internet usage

The influential youth• Log on more often, do more online

• Heavy content creators

• A whole new level of multitasking

• Small wallet, *huge* influence on parental spend

• Communicate differently, e.g. “intimate” is a text msg, e-mail is a way to talk to ‘adults’

Wired Gen X/Baby Boomer• Overwhelmed, stressed, time

starved

• Strong gender differences – men want details, women want ease of use, triggered by promo

• Internet used for major decisions

Sources:

Pew “Teens and Technology”, July 2005

Dillon’s Consumer Electronic & College Consumer Profiling Research

Consumidores están comprando, trabajando y socializando en linea más quenunca antes – consumidores están empujando el crecimiento web 2.0

El gasto en publicidad y en promociones en la Web se está incrementandoDramaticamente y canibalizando otros canales de comunicación

Inversión en Web 2.0 es apalancado por el deseo de crecer y ser mas eficientes

Rapido crecimiento de iniciativas alrededor de Web 2.0

• Nearly 60% of big companies are inviting customers to contribute content that explains, supports, promotes or enhances their products, or that they plan to do so within the coming two years.

• 47% of companies are, or are planning to, treat customers as co-developers of products that they constantly improve in a continual “beta” testing phase.

• Big business expects the repercussions of these new tools and methods to be far-reaching: 58% say that their use of the web to partner with customers will impact on some or all parts of their business.

• Companies based in the US, Germany, China, India and the UK are among the early adopters of these Web 2.0 tools and methods

• Early-adopter industries include entertainment and media, technology, travel and tourism and professional services.

• Source: CRM Growth Conference Istanbul 2007 Web 2.0, CRM

Matriz de Impacto para CRM-Web 2.0

CRM 1.0 CRM 2.0

Features en ventas, mercadeo y soporte, pero aislado del backoffice y su cadena de suministro

Completamente integrado en su cadena de valor que incluye al cliente como parte de el

Herramientas asociadas a automatizar funciones Integra herramientas de medios sociales (social media) en las aplicaciones/servicios: blogs, wikis, podcasts, redes sociales, comunidades

Modela procesos orientados al cliente desde el punto de vista de la compañia

Modela procesos de la compañía desde el punto de vista del cliente. Reconoce que las relaciones con el cliente abarca buscar comportamientos de buscar información y contribuir con información. Esto tambien lleva a grupos de autoayuda.

Reside en un ecosistema de negocio corporativo enfocado en el cliente

Reside en el ecosistema del cliente

Marketing enfocado en procesos que envian mensajes corporativos específicos al cliente

Mercadeo es el frente para crear conversaciones con el cliente – cautivando al cliente en actividad y discusión – observando y redirigiendo conversaciones entre cliente

El negocio crea productos & servicios para el cliente El negocio es un agregado de experiencias, productos, servicios, herramientas y conocimiento para el cliente.

Diferencias entre CRM 1.0 (Tradicional) y CRM 2.0 (Social)

CRM 1.0 CRM 2.0

Propiedad intelectual protegida con toda la legalidad, pues la compañía es la única owner

Propiedad intelectual creada y copropietaria en conjunto con el cliente, partner, proveedor, resolutor de problemas.

La Estrategia del cliente es parte de una estrategia corporativa. CRM 1.0 es táctica y operativa

La Estrategia del cliente ES la estrategia corporativa. CRM 2.0 es estratégica tambien.

Innovación desde adentro Innovación de fuentes internas y externas

Relaciones entre la compañía y el cliente era vista como la empresa “administrando” clientes. El enfoque esta en la compañía.

Relación entre la compañía y el cliente debe ser peer to peer (igual a igual: C2P ó P2C) y aun la compañía debe ser una empresa en todos los demás aspectos. Foco esta puesto en todas las iteraciones de la relación a lo largo de toda la compañía, partners, clientes etc. Y específicamente en identificar, enganchar y habilitar los nodos de influencia

Diferencias entre CRM 1.0 (Tradicional) y CRM 2.0 (Social)

Challenges ahead• Bureaucratic IT Silos• Single-Vendor Solutions• No Integration• No Management• No Sum of the Parts Solution• Lack of Focus• Fluid legal and Intellectual Property framework

Next Steps• Break the Barriers• Understand the Value/Cost• Integration and Management• Focus on the End-Game

SOA and its importance to CRM technology solutions

The CRM Technology Marketplace is evolving… the solutions that have sustained our practices are

about to evolve.• Oracle completed it’s acquisition of Siebel

for $5.85bn dollars:– 31st January 2006, deal completed in the US

• This is a picture of industry application consolidation:

– IBM acquires Ascential, DWP– SSA Global acquires Baan, Infinium– Microsoft acquires Great Plains, Navision– Business Objects acquires Crystal, SRC– PeopleSoft acquires JD Edwards– Oracle acquires PeopleSoft– Oracle acquires Siebel

• This leaves the major players in ERP and CRM:

– SAP– Oracle– Microsoft & SSA Global (to a lesser extent)

• There are still smaller pure CRM players out there, but the number is reducing:

– Chordiant– Kana– PegaSystems

• Larger Siebel & Chordiant projects in Northern Europe typically focus on:

– Extensions to existing implementations (such as Reuters, Rabo, Barclays, & LTSB Banks)

– Implementations of Siebel’s newer functionality such as Order Management in Siebel 7.8

• Our markets are evolving:– Customer expectations now include

consistent cross channel experiences– Growing convergence on web

technologies (VOIP, mobile, On Demand TV)

– New business models (Expedia, Amazon etc)

CRM’s response - SOA will be integral to our technology solutions

• Customer Mastering – single set of customer services– With the increasing recognition of customer advocacy and the customer focussed enterprise, many companies are implementing

common services around a customer mastering solution.

• Multi-channel becoming a reality – re-use of key services in multiple channels– Re-usable services are the key to creating a multi-channel solution. Re-use of processes and front-ends is an increasing reality.

• CRM Applications support WebServices – re-use of the investment in core CRM applications– The major CRM vendors have re-engineered their solutions to expose nearly all core services to an SOA architecture. Examples

include Oracle’s Siebel which has now exposed all business components as Web Services. This makes the long promised option of re-use a potential reality.

• Specific customer related services e.g. Real-Time Decisioning, Process Engines– Increasing productisation of key services such as decision engines and process engines are allowing these solutions to reduce

application customisation and deliver shared business solutions to new applications. Chordiant’s acquisition of KiQ is a practical example of a decisioning solution which is increasingly being adopted in front and back office architectures.

• Web 2.0 - integrating new technology and solutions– The increased focus on deploying the next generation web channel within our clients has led to the

definition of a set of core services which are required to deliver the next generation of internet channel

Customer Mastering – single set of customer services

• A functioning solution that will accelerate delivery of customer mastering for our clients

• The customer master data solution framework will be based on the widely used banking process and data models

• the solution will comprise a set of modular, reusable assets.

Business Process Layer

Business Services Layer

Data Store

P r o c e s s Model

Industry Scope Corporate banking Wealth management Investment banking Retail banking (personal data)

Functional Scope KYC/KYB compliance Single view of customer MiFID compliance Basel compliance

Multi-channel becoming a reality – re-use of key services in multiple channels

• The increasing focus on web technologies for channels makes the provision of common services an important focus.

• re-use in the CRM space of key services, for example:

– Presentation services

– Multi-channel interaction control (Universal queues)

– Process Management

– Sales & Marketing Processes

– Real-time and offline decisioning

– Analytical and Data Services

Call Centre

Retail

Consumer

Public Secure

Commercial

Public Secure

IntermediaryWhite labelled for

3rd parties

3rd party web-sites accessing

Organisation

Presentation

Device management such as PDA Phones etc, personalisation, rich client such as AJAX, FLASH etc

Organisation

User

Web channel services

Collaboration tools: Instant Messages / Web chat, WIKIs, Blogs, Co-browsingMulti-media services – Webcasts, Podcasts, News Services, PDF generation

Web channel UI task management for online services (e.g. loan decision, core banking STP, insurance quotations, etc)----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Content Development & Management: Authoring, AdministrationEnd User Management: 2 / 3 factor authentication, Profile Management

Online Integration Services

(e.g. Enterprise Service Bus, Process Management)

External web

services

Retailservices

Contact Centre

services

Cross channel Services

Interaction ManagementCross channel handoff – Universal Queue

Messaging: Secure E-Mail, SMS sendMktg Execution : Real-time & Batch

Financial toolsDigital Asset Library

Online Organisation Integration ServicesOnline 3rd party Integration

Services

Shared Sales

Decision Engines

Existing Hosts

PayPal / Cybersource

Others

Batch Integration Services

(e.g. Informatica ETL, Connect Direct)

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Group Data Warehouse

Web Analytics

Contact Analytics

Customer / Sales

Analytics

Bulk Document &

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Organisation web presence(capable of “branding”)

3rd party web presence

Organisation internal user interface

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Leads Managemnt

Product Engines

Shared ID&V

The traditional CRM applications extend the reach of Business Terms

Web 2.0 and business services mash-ups will codify application logic in business terms and accelerate the move to SOA

IT Platform

“Codify business rules in IT terms”

Business Processes

If (..)Then (..)Else (…)

“IT” terms

“Business Terms”Web 2.0Business Services Mash-up

Existing ISV Applications

Open, Modular Business Services

Web Services Platform

Standards

Aplicaciones CRM soportan ya WebServices permitiendo el reuso de la inversión

Customers and Technology – driving future channel strategy. CFS workshop 15 Feb 07 |70

IBM Global Business Services

© Copyright IBM Corporation 2007

Smaller player, but particularly successful in Financial Services (Banking and Cards). Insurance success has tended to be around process driven areas such as Claims. No dis-connected mode.

Chordiant CCABE (Chordiant Channel Adviser Browser Edition)

Chordiant Foundation Server Chordiant Marketing Director KiQ - Omega Rules Engine Vertical offerings:

- Retail Banking Teller (joint with Isban)- Cards – Chargebacks (Capital One US)- Insurance – Policy Servicing & Claims (status ?)- Other: Telecoms & Lending

Platform: Core J2EE, WebLogic, WebSphere, Eclipse/WSAD

Versions: Current 6.0 (previous 5.7)

Process-centric applications, split into Marketing, Decision Management, Contact Centre, Retail Channel and Enterprise Platform

Strong in Financial Services industry, some strength in Telecoms

Case Study: Major Asset Finance Organisation – Chordiant Contact Centre

- Customer facing headcount reduced by 30%- Customer management headcount reduced by

40%- Processed 38% more business in 2003 year

over year with less headcount- Sales volume increased 18% with no drop in

pricing- Market share increased by 10%

Used by several of UK largest banks.

Typically selected for technology reasons.

Used by several of UK largest banks.

Typically selected for technology reasons.

Technology

Customers and Technology – driving future channel strategy. CFS workshop 15 Feb 07 |70

IBM Global Business Services

© Copyright IBM Corporation 2007

Largest single player in CRM marketplace. Significant success in UK Insurance in 2000 onwards. Differentiator in early years was disconnected client. Wide usage in insurance field sales forces (e.g. Prudential, CIS etc) until UK insurance field sales forces were significantly cut back. UK corporate banking and Northern Europeretail banks are key customers and continue to extend their platforms.

Differentiator is additional Analytics solution (V7.8 released Oct 2005 –Informatica ETL, Business Objects reporting):

- Business Analytics Enterprise Sales, Enterprise Contact Centre, Marketing,

Supply Chain, Financial, Workforce

Core Platform (V7.8 – bespoke App Server, eScript, Actuate reporting)- Sales Force Automation

Sales, Forecasting, Sales Analytics, Incentive Compensation, Mobile Sales

- Call Centre and Service Call Centre , Field Service, Contact Centre and Service Analytics,

HelpDesk, Mobile Solutions - Marketing Automation

Marketing, Email Marketing, eMarketing, eEvents, Marketing Analytics, MRM

- Customer Order Management Product & Catalogue Management, Pricing Management, Quote

and Order Lifecycle Management, Product and Pricing Analytics - Partner Relationship Management

Partner Manager, Partner Portal, Partner Analytics - Self-Service & eBilling

Billing & Payment, eBilling Manager, eStatement Manager, ePayment Manager, EasyPay, Brightware eService

- Customer Data Integration (CDI – bespoke App Server) Universal Application Network, Siebel Data Quality, Universal

Customer Master

Siebel 8 release end Jan 2007, very few customers implementing as yet

CRM OnDemand (hosted – IBM and others)- Sales Automation, Customer Service, Marketing

Automation, Contact Centre, Analytics/Business Intelligence, Integration

Key components that need to be considered:Remote Field Sales ForceAnalytics capabilityCustomer Master technology (UCM)

Key components that need to be considered:Remote Field Sales ForceAnalytics capabilityCustomer Master technology (UCM)

Technology

Customers and Technology – driving future channel strategy. CFS workshop 15 Feb 07 |71

IBM Global Business Services

© Copyright IBM Corporation 2007

CRM 5.0 – the latest version now out industry focused covering more than 25 industries

- Optimised best practice processes

- Joint innovation of new areas e.g. funds management with key clients

- Flexible reporting through the graphical SAP NetWeaver Visual Composer tool.

- Full compatibility with SAP NetWeaver

- Uses SAP NetWeaver Java development infrastructure, which serves as the framework for Java software components, streamlines setup, administration, and monitoring in an ABAP-like way

- new mobile Microsoft .NET client for mySAP CRM field applications ensures you can adapt new technology for a future-proof solution.

- SAP Upgrade Road Map - automatically generates a defined list of all required upgrade procedures and the steps to be completed based on the specific implementation

SAP CRM not deployed widely in UK banking industry. Key focus industries are Manufacturing and service industries.

Key benefit of SAP implementation is connectivity with other SAP components.

Technology

These application vendors are exposing most of their functionality through WebServices.

The ease with which they can be incorporated in service based architectures is radically improved.

In particular, Siebel V8 and Chordiant V6 now have strong service based offerings.

Specific customer related services e.g. Real-Time Decisioning, Process Engines

• Increasingly we see two new sets of services within “front office” / CRM solutions:

– Real-time decisioning – With key CRM vendors such as Chordiant and Siebel creating offerings we also find other niche vendors developing solutions in this area. These solutions provide a shared set of business rules which avoid heavy application customisation (often the downfall of CRM projects), allow the rules to be implemented once across multiple applications and permit some degree of end user design.

– Process management – Separating out the process layer services within a Service Oriented Architecture allows business process definition across channels. Processes such as customer order management, sales process management and others are all maintained within this layer.

Some of the key components that provide services within an SOA architecture:

Universal managed client software

Extends composite applications to laptops, desktops, kiosks and mobile devices

Partners, employees and customers choose their user experience

Personalisation based on role, context, actions, location, preferences and team collaboration needs.

Composite application or business mashup framework

Tooling to build flexible, SOA-based solutions

Enterprise Service Bus (ESB) provides standards-based Web Services connectivity, JMS messaging and service oriented integration.

Some advanced ESB offering universal connectivity and any-to-any data transformation, which enables applications that do not conform to standards to connect to an ESB.

Web 2.0 - Understand the impact of Web 2.0 and the Wave of New Tools and Techniques.

New paradigms for individuals and businesses to interact and do business on the web

Organisations need to be working out NOW how they deploy these technologies and services in their next generation internet presence.

RSS

AJAX REST

BlogWiki

Mash-up

Really Simple Syndication: a family of XML file formats for web syndication, which provides a way to distribute information

Representative State Transfer: an architectural style for distributed hypermediasystems like the world wide web

A web-based publication of periodic articles (a.k.a. weblog)

A mash-up is a composite application derived by aggregating components or services

Asynchronous JavaScript and XML: a mechanism to update parts of a web-page without refreshing the entire page

A group of web pages that facilitates community authoring

AdSense

TaggingBookmarks providing a way to attach keywords to pages or images on the web helping categorize and making it easier to find (i.e., metadata)

A mechanism that helps creators of web sites serve up advertisements relevant to a site’s content

RSS

AJAX REST

BlogWiki

Mash-up

Really Simple Syndication: a family of XML file formats for web syndication, which provides a way to distribute information

Representative State Transfer: an architectural style for distributed hypermediasystems like the world wide web

A web-based publication of periodic articles (a.k.a. weblog)

A mash-up is a composite application derived by aggregating components or services

Asynchronous JavaScript and XML: a mechanism to update parts of a web-page without refreshing the entire page

A group of web pages that facilitates community authoring

AdSense

TaggingBookmarks providing a way to attach keywords to pages or images on the web helping categorize and making it easier to find (i.e., metadata)

A mechanism that helps creators of web sites serve up advertisements relevant to a site’s content

• The internet has come of age. For most of our clients it is an integral and essential part of their business.

• Our clients have started the journey to the next generation.

• New services and new products are available now which are capable of supporting this next generation.

• The new services all designed to be an integral part of an SOA

BACKUP CHARTS

Criterios para cálculo de usuarios

Factores claves

• Liderazgo• Modelo de entrega (on-premise ?... SaaS ?)• Multisitio ?• Lenguajes soportados?• Presencia y respaldo ?• Extensible ?... Esta soportado en una Arquitectura o framework

orientado a servicio ?• Modelo de programación liviano y enriquecido ?• Base(s) de datos soportada?• Alternativas en la capa de presentación ?• Soporta case management ?• Referencias ?