Category: How To

4 Unconventional CRM Strategies For Touching Base With Customers

(Source : http://blog.planningpod.com/2012/08/16/4-unconventional-crm-strategies-for-touching-base-with-customers/)

1. Invoice Notes
2. “How Can We Improve?” Calls
3. Open House / Party
4. The “Project Completion” (Or “Transaction Completion”) Thank You

KANO Model for Customer Satisfaction

Recently, our Senior Director Mr. Venkatesan Sundaram delivered an interesting session on “KANO Model for Customer Satisfaction”. It was a fun filled session with lots and lots of interactions, practical examples and tips.

#CRMIT senior director Venkatesan delivers a session on "Linking Product / Service Design to Customer Satisfaction"

Find below a Short Mind Map explaining this useful concept. You can click on the picture to see it in full size / download it for future reference.

Hidden Pricing Power

Donald V. Potter discusses many tips on pricing, in his classic article “Discovering Hidden Pricing Power”, published in “Business Horizons” magazine, during November, December 2000. His inputs to go beyond the standard rate cards, % discounting, fixed price and T&M models, so that you have the edge when trying to make that sale.

Here are some useful tips from this wonderful article:

  • Bundle Benefits
  • Unbundle Benefits
  • Offer alternative service levels and price points
  • Link Future Purchases to Current Transaction
  • Understand the components of the cost better to keep cost and price moving together
  • Shift some of the price to suppliers
  • Set Prices Selectively, Not across the board
  • Move Prices in Smaller Increments
  • Raise Invisible Prices
  • Match Price Moves to the Market
  • Use Discounts strategically to build relationship with important clients
  • Price Against The Leader (Price it down when leader is reluctant)
  • Follow the leader (Move the prices up, if leader increases)
  • Seek out new segments that tolerate high prices

Venkatesan Sundaram,

Senior Director, CRMIT

CEM : Customer Experience Management

Yesterday I had a casual lunch conversation with one of my colleagues and the topic of “Online Purchases” came up. He quoted a particular website and said “Their website is good, but the way they run their buses, it is horrible to say the least!”

I was surprised, because to my knowledge that website doesn’t run any buses. They just allow you to book tickets from various bus service providers and that’s it.

Personally, I have used this website many times, I know they don’t run any buses and hence I only book tickets from bus services which are highly rated by fellow users. As a result, I never had a bad experience. I would gladly recommend their website to anyone.

But my colleague, had a totally different view on this. He said he will never book tickets from them anymore.

So, I decided to probe further and asked him about the ‘bad experience’ he had with this website. His response was ‘Their buses start late, arrive late, they are dirty, Air conditioning is poor…’

‘But wait, these are the problems of Bus Service Provider, The website where you booked the ticket can’t be held responsible for these operational issues. They just act as agents and allow you to book a ticket at the comfort of your home, that’s it.’

‘I don’t care. For me they sold the ticket, and they are responsible for my travel experience. Isn’t it?’

Now, you can’t argue with this logic!

Few days back, I had a similar experience when we tried to buy a washing machine for home. We went to a super market, looked at various models, and were debating on which one is best for our needs. My wife had some additional questions about few of those models, and asked the sales person.

Unfortunately, that person was not able to answer any question my wife asked. It was clear that he didn’t understand anything about washing, forget machines. He is simply paid to stand there and tell people what models are available and how much they cost.

My wife got really upset about this. ‘Let us go to some other store’, she decided abruptly.

‘But why?’

‘These guys don’t know anything about the products they sell!’

I tried to explain her how retail industry works. ‘This super market deals with hundreds of brands, thousands of products, it is practically impossible for them to know technicalities of all those goods they sell.’

Her response was almost same as my colleague’s, ‘I don’t care. I buy from this shop, and they should give convincing answers to all my questions, Else, I am not buying from them!’

So, Consumers are not ready (or don’t want) to understand the gap between Sales and Delivery / Usage Experience. It is for companies to manage. They don’t care if you sell somebody Else’s product, they want the entire process to be smooth and you are responsible for it, end to end!

When you look at the way most companies are organized, there is a Research division which looks at various customer needs and imagines products. Then we have a production division which makes these products, we have Sales / Marketing divisions which take care of the selling process and Support division to take care of customer issues. Each one of these divisions have their own problems / solutions and boundaries.

Not anymore. A sales guy can’t say “My CRM ends when an opportunity is converted to an order”, a Service guy can’t say “No Purchase, No Support”, Whether we like it or not, we need to do everything possible to make sure that EVERY touch point a customer has with us, are giving them the best possible experience.

For example, someone coming to your website, visiting your twitter page / facebook wall, buying your product in a small store, calling the telesupport number to report an issue, talking to their friends about how your product functions … all these touch points (and more) are important, and as a company you need to make sure all these experiences are great. This is not optional anymore, one bad experience in any of these touch points can drive tons of business away from you.

Customer Experience Management, that’s where the future lies. CRM is not enough, it’s going to be CEM Era now!

Naga Chokkanathan,

Senior Director, CRMIT

Originally Published In : http://nagachokkanathan.wordpress.com/2012/05/03/why-not-manage-experiences/

Customizing Oracle Fusion CRM

We have prepared a short video, which talks in detail about “Extending Oracle Fusion CRM”. It covers information about the MDS Repository, Engine, Various layers where customizations can be done, how these are stored in the repository and how they are retrieved at the runtime to provide different experience to different users.

Customizing Oracle Fusion CRM

We will be coming up with more advanced videos on Oracle Fusion CRM in the coming days. For more details and to answer any of your queries, feel free to reach us at st@crmit.com

Oracle Fusion CRM Reporting

Oracle Fusion CRM comes with a comprehensive Reporting Module, which is very easy to use, flexible, yet powerful enough to capture all your reporting needs.

If you are already comfortable with Oracle’s BI (OBIEE Or CRM On Demand Answers) way of creating reports, this should be very easy for you, there is basically not much to unlearn / relearn as you can see from the steps below:

Step 1 : Go to “Navigator” > “Tools” > “Reports and Analytics”

Step 2 : From the left navigation, click on “Create” Icon, It opens a popup screen

Step 3 : Select your Subject Area, Reporting Wizard Starts

Step 4a : Select Columns / Organize them as per your requirements

Step 4b : Name your report, Select Views (Table / Chart / Both), Decide on the layout

Step 4c : Edit Table

Step 4d : Edit Chart

Step 4e : Filter your records (to display limited information in your report), Sort them based on one or more fields (Ascending / Descending)

Step 4f : Define Conditional Highlighting (If any)

Step 4g : Define Location : My Folders / Shared Folders / Subfolders & Save

Step 5 : From the left navigation, Click on the folder specified in Step 4g, Click on the report name, Click on “View” to view the report, Or “Edit” to edit the same

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

Exporting Options In Oracle Fusion CRM

Oracle Fusion Apps provide flexible options to export your data as spreadsheets, for offline usage. Let us see how this is done in a typical Fusion CRM Screen:

Step 1 : Login to Fusion CRM

Step 2 : Click on “Navigator” and browse to the screen where you want to export data from

Step 3 : Using the left navigation, click on the correct list which you want to export

Step 4 : (Optional) Filter out records using the “Query By Example” Option, so that you only export limited records, not all

Step 5 : Click on “View” > “Columns” to select all the fields you want to make visible in your exported spreadsheet file

Step 6 : Repeat Step 5 to show all required fields in your current view (If there are too many fields, use “View” > “Columns” > “Manage Columns”

Step 7 : Click on “Actions” > “Export To Excel” Or simply click the icon “Export To Excel”, After few seconds, the spreadsheet will start downloading

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

Customer Management In Oracle Fusion CRM

Oracle Fusion CRM offers various advanced functionalities for business users, however all these can only be utilized if you have a strong Customer database. This article shows you step by step how this is done.

Step 1 : Login to Fusion CRM

 

Step 2 : From the home page, Click on “Navigate > Sales > Customers”

Step 3 : From the left navigation, select “Create Customer” (Or use the “Quick Create” option available just below)

Step 4 : Enter the form to create the customer (and one contact too)

Step 5 : Click on “Customers” link in the left navigation. You will be taken to the landing page, where you can see your newly created customer, On click of the customer name, you can also view the contacts, Tasks and Calendar data associated with this customer

Step 6 : Click on the Orange Dot before the name of your newly created Customer, you will see a nice business card view, where you can see more details about this customer in a single view

Step 7 : From this window, you can do various things. For example, Select primary contact for the customer, Select Primary Address, View / Add Notes, View / Add Interactions, Research about the customer on web, Download the customer details to your Microsoft Outlook etc.,

To Start with, let us look into the Notes option, Click on the “Notes” link and you will get a screen similar to below:

Step 8 : You can click on “Create” Icon and start entering a note using simple text, or rich / formatted text:

Step 9 : You can go back to Step 6 above, and click on “Interactions”. You will find a screen where various types of interactions with this customer can be captured. For example, Email, Phone call, Web Conference, Fax, Meeting, Chat etc.,

Step 10 : Click on “Create” icon and you can capture details about the interaction(s) you had with this customer:

Step 11 : Next, go back to Step 6 view and Click on “Find On Web”, it opens a new browser tab with Google Search results about this customer

Step 12 : Finally, Click on “Add to my address book”, you can download your current customer as a .vcf entry, which can be added to your Email Client such as Microsoft Outlook:

That’s it. These are the basic things you can do with Oracle Fusion CRM Customer Management. We will discuss lot of advanced topics in our next article(s). Stay tuned, Happy CRMing!