Winning & Retaining Clients, Part IITargeting Technologies
and Tapping Your Market
Dawn Marie Yankeelov
President, ASPectx
www.aspectx.com
Corporate CRMCorporate CRMSpending >$1 Spending >$1 Trillion (U.S.)Trillion (U.S.)
Corporate CRMCorporate CRMSpending >$1 Spending >$1 Trillion (U.S.)Trillion (U.S.)
ConsumerConsumerConsumerConsumer
The CRM Industry
•Data Management
•Fulfillment
•TV•Radio•Print
100,000 100,000 IndependentIndependentCRM Vendors CRM Vendors ($700 ($700
Billion)Billion)
100,000 100,000 IndependentIndependentCRM Vendors CRM Vendors ($700 ($700
Billion)Billion)•Advertising
•Direct Marketing
Call Centers:•Inbound•Outbound
I. Growth in CRM “Tech”•Tying All Avenues Together for Maximum Profitability
•Tracking All Interactions for Upsell
•Managing Projects and Personnel
•Speed to React
•Reporting Enhanced and Often Real Time
•Accountability Throughout Organization
What is a CRM tech tool?CRM ties together all of a company’s front office customer touchpoints:
•sales (contact management, product configuration),
•marketing (campaign management, telemarketing),
•and customer service (call center, field service)
Via multiple, interconnected delivery channels (telephony, email, Web, and direct interaction)
YOU ARE TRYING TO TRACK ENTIRE HISTORY OF RELATIONSHIP WITH YOUR CUSTOMER OR CLIENT
Defining CRM Tech Options“Small and mid-sized businesses would never have been candidates for enterprise applications in the past. Nobody seems to know what is going on and the customer often has more knowledge than the company. That is the Achilles’ heel of businesses today.”—Steve Papermaster, founder of Agillion.com
Trends to Watch:
--CRM for All Levels
--Small Business Use
--Web-based Application Proliferation
--ASP Models Appealing
from Small Businesses to Personal Sites
Buyer Dilemma• Lack of Industry Knowledge• 100,000+ Vendors• Product Complexity• Rapid Change in CRM Technology• Limited Project Management Resources
Seller Dilemma• Lack of Efficient Marketing Channels• Large Capital Investment in Technology• No Central Marketplace• Intense Competition
Industry ProblemInefficient Marketplace = Inefficient Marketplace =
High Search and Maintenance CostsHigh Search and Maintenance Costs
Inefficient Marketplace = Inefficient Marketplace = High Search and Maintenance CostsHigh Search and Maintenance Costs
April 9, 2023
Selecting CRM Tools
1. Identify and set clear business requirements
2. Institute a common planning process
3. Obtain Senior-Management Buy-In and Understanding
4. Pinpoint functional differences in culture and success measures and bridge the gaps
5. CRM is a Business Philosophy
Tribulations: The Barriers
• Changes in business processes slow IT delivery capability
• Unwillingness to change sales processes and incentives can stall acceptance of new systems
• The rate of technology change can be too quick for people to absorb it and adapt
CRM ShiftsCause: Relationship Management Becoming Critical
Effect: CRM to satisfy any appetite
Cause: No Time to Learn It or Teach It
Effect: Simplification in Web-based models
Cause: Demand for Analysis & Tracking Continues to Rise
Effect: Point ‘n Click Stats on Demand
Cause: Spending Getting Scrutiny of CEOs
Effect: ASP Models Stand a Chance to Deliver CRM
Eye-Openers
Spending on ASP services will grow to $7.7 billion in four years, from $30 million in 2000.
However, this is not new monies, just a reallocation of funds. Software vendors are expected to see revenues diminish.
---IDC Corporation Forecast, ASPNews.com, 8/17/2000
CRM, education and training—less than a third now using ASP model
---Zona Enterprise Usage Study, 2000
Metrics for Purchases Should Remain the Same
Research Includes:
1. A Look at Problem Found/Solution Provided
2. Depth of Company’s Products—Vaporware vs. Delivered
3. Technology Complexity in Use and Implementation
4. Financial Soundness of Product to Be Purchased—Will it Really Be Around in Two Years?
5. Product Specialization by Industry
Tap the Potential of eCRM—Web-based all the Way
1. Create Interactions—integrate all sales and marketing channels with back office financials
2. Operate at Internet Speed—real time data gathering, analysis and response is approaching as the standard
3. Analyze Data—turn massive amounts of data into insight to retain customers
4. Integrate customer information access across systems--Montgomery Research, Inc. 2000
Total Cost of OwnershipServer Hardware & Software• Server w/disks, RAID Fault Tolerance, Memory
• Backup software
• Basic Server Installation & Integration
• Configuration of Server in Hours
• Service Agreement on Hardware
• Service Agreement on Network System
Total Cost of OwnershipServer Installation & Maintenance•Upgrades in a three-year period
•Man hours for upgrades
•Migration of platform issues
•Upgrades to Network Operating System
•Server Troubleshooting
•Emergency Service—Actual Hours
•Consultant Assistance (one day every fourth week)
•Assistance w/ maintenance
Total Cost of OwnershipEnd User Install & Maintenance•Upgrading old PCs
User Administration•Hidden downtime & Support Costs
•Courses and Internal Training
Software Licensing
Security & Telecommunications
Employee Infrastructure
CRM Mainstream Migration
•Contact Mgmt.
--most offline
80s
90s
2000
2002
•Personalization—using web
•Customer Relationship Mgmt.—expensive, non-integrated software
•Database Tracking of Entries
•Call Centers (most not Internet-friendly)
•Sales Automation
•Marketing Automation
•Web-based
•Conferencing/Telephony
•Analytics
•Relationship Mgmt. In ASP format
•Synchronous Customer Management (multi-channel managed via web or wireless device)
CRM Marketers Break with Tradition
•Major Players Reinventing Product Line to Serve Lowend
•Web-based Solutions for all Industries
•New Technology Platforms Breed New CRM methods—I.e. Release of Windows 2000 platform
•Free Is the “Winner to Take All” Plays
•Geography is Meaningful in Seizing Market Share and VC Dollars—Look in Your Backyard for Answers
•ERPs Migrating to ASPs That Can Go Live Within Days
Integration Outside The Product Class
Example: Siebel Mid-Edition (first shipped July 19, 2000) and Great Plains Partner Status Costs: $2500 to $3500/user, Service: Implementation, 3x
Features Include:
Customer Applications including ecommerce functions, 24/7 self-service, and online marketing info;
Employee Applications including features for front-office employees;
and Partner Applications for partner organizations (i.e. sales channels)
Free Evaluation Guides available on crmguru.com; ismguide.com
Moderate-Cost Entries
• Example: Worldtrak.com– Works with Microsoft Outlook– Account Opportunity Mgmt.– Enterprise Forecasting– Activity Tracking– Enterprise Lead Mgmt.– Enterprise Data Synchronization & Remote Access– Cost: Licensing from $750/seat to $1500/seat (10);
Service: Implementation, training 1.5x– ASP $500 setup; $50 a month per user
New Low-Cost Web EntriesProduct:
Agillion.com
Low-cost Web-based CRM with messaging functions. Product The company is aimed at small businesses
Product Offerings Personal Pages—password-protected websites
Shared Contacts—Customer Interaction Database that allows users one secure, central place to store and access customer information and activity
Monthly Fee Activities and Notes—Permanent searchability on customer activity
Group Calendar—Review and update daily, weekly or monthly on the web schedules
E-business Dashboard—Free personal homepage. Keeps tabs on customers, includes personal organizer and headlines
Tasks and Email—Tracks Tasks and Personalized Email Acct.
New Low Cost Web-Entries
New Low-Cost Web Entries
The Hotcakes of the Category•Salesforce.com
•More than 1,200 paying companies in its two-year history
•Users are provided with information on their accounts from Hoover’s, an online business information provider
•Sales opportunities can be forecast, based on assigned probability of closing and all reports can be exported to Excel
•Five users free for one year, with each additional user at $50
•Upshot.com
•Free for 1st three months to companies with fewer than 100 users for companies of 100 to 1,000 users; $7500 implementation fee within 15 days if you provide a dedicated support person to assist for data cleanup
•Includes unique mapping feature and simple workflow routing
•Bull’s eye graphics
The CRM Player Bringing Home the Bacon
•Sales.Oracle.com and its new sister, Support.Oracle.com (call tracking and customer support)
•Introduced in August 2000—now has more than 20,000 companies signed up
•Targets companies with 50 to 500 salespeople
•Oracle supports import and export of information, including comma-separated value files (CSV)
•Offers opportunity tracking, customer and prospect management, contact management, calendar and activity management and a forecasting module as one of the fee-based upgrades
•Basic service is free and comes to those purchasing an Oracle Applications license
Verticals: SoftWatch.com
II. Wireless and working
•Existing Software to Handheld Devices and Smart Phones
•Options Abound
•“Out of the Box” solutions from Palm and Pocket PC integration
•Pricepoints now dropping and security issues being resolved
•Focus on specialized applications for inventory control, fleet management, notifications of top tier customer service issues, real-time public relations, sales force automation
CRM “Hot Spots”
Source: The Yankee Group, Wireless CRM, 2000.
“The U.S. mobile and remote-worker population will grow 41% from 39 million in 2000 to 55 million in 2004. Field sales professionals comprise the largest percentage of this remote-worker population.”
CRM Ramping UpEstimate of Corporate Applications Designed for PCs and Internet Devices.
Source: Morgan Stanley Dean Witter Equity Research. IDC, and Yankee Group, 2000 studies.
“Fast ramp” window
CRM Plays
• CRM applications for wireless devices in:
– Customer service and support– Help desk– Sales force automation– Field services– Marketing automation
• Palm’s initiative in this area pivots on:
– Anywhere access to customer information– Capture customer information and upload to enterprise
system– Increase the “touch” factor with customers
Palm: Success Stories
Source: Palm, December 2000
Palm: Present CRM Partners
Source: Palm, December 2000
Palm: CRM• Interact Commerce Corporation
– Saleslogix – Wireless access to CRM applications from Siebel,
PeopleSoft, and other vendors• Front Range Solutions
– Goldmine Everywhere – Real-time, wireless access to calendars and
contacts• Peregrine Systems
– Customer ticket system for service and support– Peregrine will port its infrastructure management
tools to Palm
Source: Palm, December 2000
III. Public Relations Tactics
• Low-Tech Still Works, High Tech Available• Principles of Manage Contacts, Send, and
Followthrough Tied to Trade Shows, Events, Company Milestones
• Build “Expert” Status• Establish Credibility for New Products and
Services• Lead in the Industry by Striking First to the
Multitudes• Target Messaging via Trades
Integrating Your Vision
• Establish Media Contacts via Third Party, Internal Contact, and/or Senior Mgmt. Availability
• Capitalize on Speaking Engagements, New Customers, Case Studies, “How-To” Stories, New Hires, Trade Show Presence
Media Relations Targets
• Websites in Your Trade
• Business Journals
• National Business Publications
• Local Media outlets—including TV, radio news who now have websites
• Highly targeted Trade publications
• Product or Service publications
ROI Considerations
• One article can reach 60,000 depending on circulation of publication or audience of other media
• Monthly positioning keeps company on the mind of reporters and ultimately customers in coverage
• Advertising does not buy credibility
Traditional Methods
• Consultants plus Newswires and Clipping Services
• Examples:– PR Newswire
• Now offers clickthrough tracking, archiving of logos and articles, multimedia feeds
– Business Wire
Vocus.com
PR Newswire Ordering
Do It Yourself Tactics
• Events Marketing Tools– Yahoo– Cvent.com– Acteva: The Marketplace for Activities– Search Engines Entry
III. eMarketing
• Web-based interactions maximizing email, tracking, and followthrough
• Two-way communication
• Real-time Knowhow
• Time to React to Marketplace Decisions
• Constant Presence to Clientele
04/09/23
Hunt and Kill the Targets• Five market identification strategies:
– Geographic. Physical location of your publics– Demographic. Attributes such as age and sex– Psychographic. Lifestyle dimensions such as
hobbies and interests– Usage Rate. A small percentage of the
population account for a large percentage of sales– Benefits. Certain users want to achieve particular
benefits. Ex. Airline tickets– Strategic Internet Marketing, Tom Vassos
04/09/23
Marketing in A Box• Enterprise Marketing Automation Defined
– Software that automates marketing campaign tasks, stores the intelligence in a database that can be shared across the enterprise, and follows up with potential customers by marketing only relevant services or products
– Customers choose how they want to be contacted: direct mail, telephone, fax, email or URL
04/09/23
Marketing in a Box
• Web Marketing Campaign Path– 1. Sends email to potential customers
driving them to contest on website– 2. Users may answer questions via forms,
which generates customer lead
04/09/23
Marketing in a Box
• Web Marketing Campaign Path– 3. Software then evaluates the profile and
automatically sends out another email– 4. Email contains tailored information
about a product or service– 5. Each move is then recorded in his or
her profile, and no inquiry goes unnoticed
Marketing in a Box
• Web Marketing Campaign Path– 6. A Complete Reporting Tool runs
comprehensive analyses that track investments up to the point of customer retention
Companies in Enterprise Marketing Automation
• MarketFirst Software– Product: MarketFirst &Onyx--Solutions
Blueprints, preconfigured, marketing modules
• ExploreCommerce Software– Multimedia Emails with customer response
tracked – ASP format
ExploreCommerce.com
Market First & Onyx
IV. New Tools and Tactics
• Building on-the-fly virtual communities—TransDigital Solutions– Voting, Discussion Threads, Calendars
• Voice Portals via Web—Appriss– Alerts for Certain Actions
• Location-based Commerce on Handhelds– Vindigo, Informationinplace.com
WrapUp
• Marketing Mix to Win and Retain Clients• Integrate Across Divisions with
Technologies—Sales + Marketing + Accounting + Inventory Control + ?
• Match Low-Tech or High-Tech Choices to Company Efficiencies and Growth
• Target Market Always; Continually Evaluate Your Niches
Aspectx
Competitive Intelligence *Marketing *Public Relations*Business Planning *Event Marketing
*Web ConsultingFor more information contact:
Dawn Marie Yankeelov, PresidentAspectx
(w) 502-254-9757(c) 502-548-1304(f) 502-254-9793