Category: B2C

Webinar: Creating meaningful Customer Experience with Unified CX Solutions

FREE WEBINAR: Creating Meaningful Customer Experience

                  Tuesday, October 22, 2013 − 2:00 PM to 3:00 PM MDT

Desired CX Solutions
Creating meaningful Customer Experience with Unified CX Solutions

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One of the key elements of any CRM plan is integration, the unification of all your company’s data sources and silo systems to create a single, holistic view of each customer.. Whether they are, business organization or system-based silos, they all conspire to make customer journeys fragmented, painful and costly.

A typical customer journey includes interactions via contact center, corporate portals and conventional emails. Yes every call, every click, every message counts. Enabling these journey points is paramount and Oracle is privileged to assist you in the strategic components to this journey via this webinar.

Join us for a webinar on

“Creating meaningful Customer Experience with Unified CX Solutions”
Tuesday, October 22, 2013
2:00 PM to 3:00 PM MDT

Understand & Analyze Your Prospects’ Digital Body Language With Oracle Marketing Cloud

Face language and body language are important components in everyday communication. Many times you may be hearing something, but the other person would be meaning something totally different. They may be hiding the real message intentionally or How Modern Marketing Worksunintentionally.

Either way, success in communication happens only when we understand the real message, whether the other person likes it or not. Experts would be able to get this purely by observing body language, tons of research material (and criticism) is available on this subject.

What if there is a special body language, where you don’t have to “guess” at all, but the other person leaves clear signals which can be used to find out their real intentions?

Such a tool may not be feasible in real life, but in digital media, you always provide such signals. It may be simply visiting a website, or spending quality time there on a particular article. If someone cares to collect those signals, they can pretty much make out your intentions.

Oracle calls this “Digital Body Language”. Their Marketing Cloud (Eloqua) has a unique process which can analyze a web user’s behaviors such as web site visits, white paper downloads, social interactions, searches, Email responses and more, and can create an intelligent guess on their intentions.

This information is extremely valuable to marketers. While they traditionally depended on information such as demographics, purchase patters of their customers, now they can find out exactly what those customers intend to do on your website, and target accordingly. These micro segments will be much more powerful and likely to get you results.

While this information is extremely useful in campaign management, Sales teams also can find good uses for it. Let us say you are meeting a customer and would like to know their past interactions before speaking to them, digital body language analysis can give some unique insights to win that deal.

Modern business is a digital game and tools like Oracle Marketing Cloud can help you stay ahead! Visit CRMIT to Know more.

Social CRM For Service Teams

One common source where people are sharing content online more than ever is certainly the social networking environment. This is the largest source of direct, honest and outspoken opinions and community assistance. While this real time social media thing is global, uncontrollable and dynamic that lets your prospects and customers talk about you online, it is definitely serving like a helping aid to Service Teams, as well.

While customers talk about issues that you may not be even aware of, using right tools you can actually uncover the posts that talk about various issues, problems or may be grievances about company products and services. This can facilitate you in enhancing your customer support and service.

Social CRM provides you an opportunity to automatically convert these customer posts into service requests into the existing support application for a better follow up and track.

Now, what kind of social media posts for customer support routine can assist you? It may be a complaint, suggestion, any positive feedback or may be an additional service or product offering.

Once you identify the kind of post that can help you further in the matter, social CRM can convert it into a service request and route it through the existing workflows. Most of the organizations answer these posts as first come, first served manner, but you can choose to answer these according to your high value customers or may be high rated products. But whatever you choose, that should be based on business needs and not social media dynamics.

With the scoring mechanisms of social CRM, efficient and timely segmentation of actionable posts becomes easy. So, while managing service requests and taking proficient actions accordingly, you can also enjoy various other benefits of social CRM like platform flexibility, greater influence over conversation, better accommodating complexity of customer relationships and achieving deeper customer engagement.

Charu Mehta

CRM Consultant, CRMIT

Sports and CRM

Sports & CRM Applications : This Works Great

Don’t feel surprised if an organization suddenly seems much more familiar with your tastes and preferences.

Yes, this is actually grabbing attention these days. Recently, a well-known professional baseball team from Boston deployed a Sports CRM app. It rolled out the application in luxury sales only, which resulted in 20% more conversions and the senior operations analysts believe that it will increase much further this year now that they have become more familiar with the system.

Features in the Sports CRM applications incorporate usual range of functionality, which can be oriented as per the needs of a sports team. It not only provides customer service in a single system but also allows users to track and manage different information including finance and sales.

For instance, the team can now easily access the inventory management module like premium seating and event venues. With the help of better customer data and predictive analysis, developing promotional material and marketing programs has become very easy for them and they can effectively target specific customer groups as per their gaming and seating preferences.

Prior to deployment of the CRM system, the team was dependent on its own home-grown databases that included excel files, but post deployment, the system gave them a better view of what could be booked when certain seats were available. But the best part is in terms of customer knowledge that allowed the team to know about the preferences of the customers. CRM systems not only make it easy to manage your customer data, but you can also maximize the amount of data that can be put in the CRM system to make it comfortable for your customers, as well.

Charu Mehta

CRM Consultant, CRMIT

Oracle CRM On Demand For Travel Industry : Part 3

Custom Itinerary Management With Oracle CRM On Demand

Continuing our discussion (Part 1, Part 2) on CRM systems, this article will be more focused towards how Oracle CRM On Demand (CRMOD) can facilitate you with itinerary management. As it is said, “more the travelers can do online; more the company’s bottom line reaps benefits”. It is very important to have a solution that can empower your customers to handle travel transactions without picking up the phone. And surely you also might be having such reliable solutions. But what do you do to record these itineraries in your database for future reference? Do you do it manually on excel sheets? Or you are still dealing with good amount of paper work for this?

With CRM On-Demand systems itinerary is managed in a well organized manner. Think of a scenario, where people visit your website and make a booking for a particular destination. Now with integrated CRMOD system, you need not to manually enter this data in some excel sheets for future reference.

CRM On-Demand pulls the information directly from the website and makes the entire process absolutely effortless. The biggest advantage of this system is that if your customers are willing to book a customized itinerary, you can easily manage the information in CRMOD system and use it for future purposes, as well.

Now let us see the benefits of custom itinerary management with CRM On-Demand.

First of all, with this kind of information being saved in your CRMOD systems will allow you to serve another customer with a similar itinerary and recommend him the best of your services, accordingly. You can propose him an accommodation that was preferred by the previous traveler and can also share his experience with the new customer. Moreover, a little bit of extra knowledge about the accommodation like the rooms, facilities, tariff, surroundings and other stuff will help you serve your customer even better.

Apart from this, based on the travel data like destination, mode of travel and accommodation, you can also offer best packages available. When you have the records saved in your system, you can also offer packages on special occasions like anniversary, birthdays etc. The best part is when you have all the traveler information, you can also offer packages as per specific interests like for photography, sight seeing, sea viewing, and hiking to name a few.

Charu Mehta, Sai Ratnakar & Sushma Reddy 

CRM Consultants, CRMIT

Oracle CRM On Demand For Travel Industry : Part 2

Organizing Customer Information With CRM On-Demand

In the previous article, we discussed about how Oracle CRM On Demand (CRMOD) can help Travel Industry through various facets. Here we will discuss in detail how CRMOD can integrate with travel and tourism vertical.

Currently, online reservations are the most preferred choices for travelling. For instance, think of a situation, where more than fifty people are visiting your website in a day. Half of them make online booking for specific destinations, while some of them just enquire and rest cancel their reservations. What do you do to make a record of this? Do you store all these records and customer information in excel files? And if yes, how do you sort this data when you need it?

Now think of a Software-as-a-Service (Saas) that captures visitor’s information and allows you to view this data in a more organized manner. With this, you can keep a track of all the visitors who have made an inquiry or have made reservations or even who have cancelled their trips. Doesn’t that seem more convenient?

CRM On-Demand provides you an easy way to store information about every visitor who visits your website and makes an inquiry. This is done regardless of the fact that online reservation has been made or not.

Now let us discuss this in detail.

This is the home page of CRM On-Demand. It not only allows you to keep a track record of all the visitors who visited your website, but also stores other required information, as well. The word “lead” here refers to any individual or group of individuals that show interest in making a booking through your services.

This was just the phase one. And if any of the visitors approach you for booking a trip through office-visit, website, phone call or email, you can add him as your contact and create an account for your new customer. CRM On-Demand allows you to convert any of the “leads” as contacts and add all the necessary details.

Once the booking is confirmed, you can save all the required documents and credentials in CRMOD directly and can manage this information for future reference. This provides you a secured way to mange your customer records including visa, passport, birth certificate etc. In addition to this, it also helps you send notification mails to your customers, for instance, reminding them for passport or visa renewal and travel insurance,

In addition to this, CRM On-Demand is available as a cloud application, that is, you need not to install or download. In fact, this On-Demand solution is available on premise.

(To Be Continued in Part 3)

Charu Mehta, Sai Ratnakar & Sushma Reddy 

CRM Consultants, CRMIT

Beware Of Inactive Inboxes

We have a curious problem in our apartment, Not something which can be resolved by calling a plumber or electrician.

There are 8 flats in this apartment and we have a small association of owners. We meet once in a while and discuss things such as maintenance fee, current issues, possible solutions etc.,

In paper, this sounds good, But in reality, it’s near impossible for us to gather all the house owners (just 8 of them) in one place. So, we kept postponing these meetings and many issues went untouched.

One fine day, we decided to sort this by using the power of internet. Someone created an Email group, asked all the owners to join there and we started interacting regularly. As we could read / respond to Emails offline at our convenience, this was very useful and we all liked it.

All, except two.

One of these owners, had an Email ID, But never used it. So he missed all important updates and was always raising a flag on every issue ‘when did you discuss this? I am not even aware of it!’

‘But we sent you an Email.’

‘Sorry, I don’t check my mail at all, you should have called me in phone and informed.’

Another owner, didn’t even know what an Email is. In fact, he never touched a computer in his life till date. So, he missed all updates too.

Thankfully, the other 6 owners had active Email IDs, and were checking / responding to Emails. But we could see some mismatches in the frequency of checking Emails, for example, couple of us checked Emails every few minutes, while others did it by end of the day, or even end of the week. As a result, we couldn’t make any decisions fast enough.

To summarize, eventho’ we had an Email group and discussing things, there is no assurance that all the concerned people get updated promptly. This brings down the overall effectiveness of the Email Group itself.

If this is the case with just 8 members, imagine what will happen with Marketing teams trying to push messages to hundreds of thousands of customers in their CRM Database. You may be sending a beautiful Email Newsletter, but 20% of your contacts may never open it, another 20% may open it late, effectively spoiling your party.

With “Social” messages, the risk is even higher. Most of your contacts in the CRM Database, may not be active in Social Media / check updates regularly, What is the point in touching base with them at great expense? May be they need to be contacted in a different channel?

To take care of this serious communication issue, it is advisable for marketing organizations to start analyzing their existing contacts and split them into different buckets such as:

  • Email Aware
  • Email Active
  • Social Media Aware
  • Social Media Active
  • None

This is just a sample, we may have more buckets like this, but the point is, if we know how active the contact is in various channels (by just asking them, “What is your preferred mode of communication? Email / Phone/ Twitter / Facebook / Others?”) we can push the same message to different people in different channels and expect a higher HIT Rate.

For example, a single campaign message may go to 20% of my contacts via direct mail (Post), another 20% in Email, 40% by Social Media etc., based on the bucket where they are. This way we ensure that a message has a higher chance of making an impact, by not falling on an inactive inbox / facebook wall.

Naga Chokkanathan

Senior Director, CRMIT

(Originally Published in

Oracle CRM On Demand For Travel Industry : Part 1

Today’s increasingly competitive travel industry caters to different types of tourism needs, but actually, identifying, developing and retaining high value customers has become increasingly difficult for entrepreneurs. Refining customer needs and building customized value proposals is not the only strategic move for businesses to survive this competition, but you also need something very reliable to depend on.

Since tourism has become a major source of revenue for many regions, there is a clear need for a solution that can facilitate managing information on customer requirements, economics and contextual data for delivering the right kind of offer to the right person. And this should be possible, bearing in mind the budget factor.

In this article, we will discuss how Oracle CRM On Demand (CRMOD) can help Travel Industry through various facets.

CRM On-Demand is a one-stop solution that offers plethora of features for managing customer information in a methodical manner. Think of a scenario where complexity of your business structure and growing marketing demands start creating issues for you and you lose a lot of data that ultimately leads to ambiguity. CRM On-Demand provides a single platform to record all customer interactions with agents, ranging from flight schedule inquiries to ticket reservations, cancellations, changes and customer feedback.

CRM On-Demand’s biggest return on investment is the ability to integrate the best practices in process management which in turn will help the business to track activities for resolving customer inquiries, improving customer relationships through maintenance of accurate customer information, agent efficiency and many other activities.

Usually, information flows in from diverse channels like websites, e-mails, faxes and is lost amid the huge amount of data that is typical of almost all companies. Also, to make matters worse this data is not stored at a central repository. Not only does this complicate the business processes, it also impacts the end user satisfaction.

In this complex scenario, CRM On-Demand facilitates with a centralized repository which provides a uniform and robust platform. This platform supports customers and effectively manages issues, concerns and clarifications logged by them. And the best part is that CRM On-Demand solution can be customized to suit specific organizational requirements.

(To Be Continued in Part 2)

Charu Mehta, Sai Ratnakar & Sushma Reddy 

CRM Consultants, CRMIT

Measuring Customer Satisfaction

When it comes to building business, adding new customers to the pipeline is not the only crucial aspect that should be taken into account, retaining existing customers is equally important. Customer satisfaction actually works like an interpreter for envisaging customer retention, loyalty and product repurchase. So, in an organization, a CRM system is the best way to measure customer satisfaction. CRM system can produce actionable reports for management and is also reliable enough to attach employee performance and compensation to the final results.

Here is a pictorial representation on how these things work together:

There are some critical aspects that should be taken into consideration while measuring customer satisfaction:

Quality with “Zero Defects”: Projects are never perfect and defects cannot be immediately detected at the time of delivery. But if they can be detected during the time of warranty period, customer will feel happy about the service. Though we know that a product with zero defects is rarely achieved, but customers always expect such products.

On-time delivery: For a customer nothing is more frustrating than not receiving product delivery on time. This affects “customer satisfaction”. Even if the delay is caused due to some change that customer has requested, they would still expect the product to be delivered on time.

According to an old perception, vendors always prefer to compromise with the quality rather than delaying the delivery. However, the fact is that customers might forget a delayed delivery, but they hardly ever forget poor quality and whenever asked for references, they highlight the quality factor than on-time delivery.

Price Rating: If a vendor expects his invoice to be respected fully, without any issues, then he should not bill the customer for an amount that was not agreed upon. But sometimes, contracts are drawn up as per hourly rate, thus allowing variance on both sides and whenever customer has to pay more, customer is always dissatisfied.

Issue Factor: Usually, error in the requirements or a conflict, any unclear specifications or lack of understanding the specifications causes various issues. A customer feels dissatisfied when vendors are not able to understand the requirements properly. Additionally, valid issues do not make customers dissatisfied to the extent, as trivial issues do. These really make customers annoyed.

Accommodation and Cooperation: Whenever a customer requests a change, vendors should be able to accommodate and cooperate with him, along with implementing the change without postponing the delivery of the product and without incrementing the price.

Charu Mehta

CRM Consultant, CRMIT

Excelling in Service Quality

It is a dream of every services organization right from coffee shop to hi-tech professional services organization to excel in service quality. It is easier said than done. Measuring service quality is lot more difficult than measuring product performance due to many factors. Some of the key factors that differentiate service quality among service providers are explained by SERVQUAL model. The easiest way to understand the model is to take the most common example of our experiences in restaurants as we all know just the food quality alone may not be a very compelling reason for us to go to specific restaurant than another. I tried to present below the five dimensions of SERVQUAL model, their definitions and their applicability to a restaurant scenario

Tangibles: Appearance of physical facilities, equipment, personal and communication materials. This has to be considered as basic hygiene factor (if it is not there it would create a big dissatisfaction, if there not a great differentiator) that everyone expects from a service organization. In the context of restaurant it could be anything like hygiene of the place, well dressed staff, neatly arranged chairs and table, presenting the dishes in the right format etc

Reliability: Ability to perform the promised service dependably and accurately. This is a very important aspect as you would never go back to the restaurant if he assures you the food in 5 minutes but takes more than 30 minutes to serve (no wonder why companies like Dominos promises 20 minutes guaranteed delivery). Other factors like consistency in the taste of the food every time, availability of your favourite food whenever you go, no mistakes in taking / delivering orders, error free billing etc are other reliable factors that you obviously expect from the Restaurant

Responsiveness: willingness to help customer and perform prompt service. I believe many of you would have the experienced a situation of where the waiter vanishes after serving (dumping) the first round of orders. You have to really look around every nook and corner of the restaurant to locate to get even a glass of water. These aspects go under responsiveness

Assurance: Knowledge and courtesy of employees and their ability to convey trust and confidence. Factors like the ability of the waiters to explain us the ingredients of the menu items, ability to recommend the right food depending on your requirements (less spicy, hot etc), some accreditation/ certifications from Organizations like etc goes under the assurance aspects of Service delivery

Finally Empathy: Providing care and individualized attention to the customers. This is a significant differentiator. Some of factors like the special attention given by the restaurant staff to kids, elderly, physically challenged people etc are examples of empathy. Promptly replacing a dish that is not in good form or shape without arguing with customers by understanding the concerns from customer stand point is also an example of Empathy

I presume with a good understanding on the above, it is no big deal to map the above to whatever services your organization delivers to ensure they are taken care to excel in service quality. Feel free to post on what does each of the parameter means in your organization’s context

Venkatesan Sundaram

Senior Director, CRMIT

(Originally Published in :