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Implementing CRM best practices and lessons learned
1
Webinar agenda
Poll: 2 minutes
Question & answer session: 15 minutes
Practitioners perspective:
Srinivasa Murthy
General Manager and Head CRM Practice
Enterprise Application Services
Wipro Technologies
(35 minutes)
(10 minutes)
Keynote address:
Paul Weston
Vice President CRM Technologies
Pitney Bowes Implementing CRM best practices and
lessons learned
September 23, 2005
2 Introduction to Pitney Bowes
3 Background
Pitney Bowes engineers the flow of communication. The company is a $5.3 billion
global leader of integrated mail and document management solutions headquartered
in Stamford, Connecticut.
Growth Engines
Mail Services
International
Software
Payment Solutions
Small Business
Supplies
Pitney Bowes Management Services
Focus On PBI Enterprise Accounts
Maximize Profit From Core Services
Leverage Relationships with PBI
Focus On Targeted Vertical Markets
Vertical Market Goals
Enhance Quality of Customer Experience
Provide Higher Value Services
Expand Products and Services
Leverage Opportunities
Grow Revenue and Profitability
4 Revenue portfolio (2004)
Business
Services
26%
Supplies
7%
Captive
Financing
11%
Product
Sales
23%
Rentals
16%
Support
Services
14%
Business
Services
26%
Supplies 7%
Captive
Financing
11%
Product
Sales
23%
Rentals
16%
Capital
Services
3%
Support
Services
14%
5 A set of business strategies designed to maximize sustainable, profitable revenue growth
Based of customer profiling
Heavily reliant on visibility and management of customer related information
Requires robust technology to scale
Encompasses growth and retention of existing customers as well as new customer
acquisitions secondary
Covers all channels
Web
Phone
People
Dealer
Retail etc.
Includes full lifecycle
Marketing
Sale
Service
Customer Care
Definition of CRM
Key strategies
Differentiate customer experience based on
profile
Improve service levels across the board
Optimize selling and service cost
Exploit multiple integrated channels
More holistic management of the customer
More information driven approach to customer
lifecycle management
Grow through acquisitions as well as
organically
6 1.3 million
customers
Siebel OLTP
Customer Care
Collections
Inquiries
Sales leads
Product Support
Inside Sales
Retention
Campaigns
Marketing
Field Service Wireless
(Antenna)
Field Sales
Siebel
Analytics
Analytics &
Reporting
SAP & Legacy Integration
PB.Com
(Broadvision)
Management,
Administrators
Etc.
Current implementation
7 How we got here
Customer Care
Inquiries
Collections
Product support
Inside Sales
Retention
Marketing
Analytics
On site
field service
On call
field service
High end
field sales
Canadian
call center
1999
2001
2003
2003
2003
2004
2004
8 Where we are going
Core business
field Sales
European
field service
European Customer
Care& Collections
Customer Care
Inquiries
Collections
Product support
Inside Sales
Retention
Marketing
Analytics
On site
field service
On call
field service
High end
field sales
Canadian
call center
1999
2001
2003
2003
2003
2004
2004
2005/6
2005/6
2006
9 Lessons learned & best practices
10 Getting started
Bottom up
Find a business sponsor
Define and manage scope
Publicize & celebrate success
Find another sponsor
Always
Form a steering group of interested parties
Define objectives and set priorities
Define success measures (business case)
Top down
Develop a clearly defined change
mandate
Build into employee objectives
Constantly communicate
Actively drive through executive line
management
11 Getting started - PB example: Customer care
Scope
US customer care, handling inbound billing calls and general inquiries, inbound and
outbound collections.
Issues
Many disparate systems with fragmented information.
Manually intensive and error prone procedures.
Long and complex training required for call center personnel.
No ability to see the customers relevant interactions with Pitney Bowes.
Adverse impact to customer satisfaction.
Solution
Siebel Call Center implementation integrating CTI & Dialer technology with legacy data
and systems.
Benefits
Significantly reduced call handling times
Improved service levels
Reduced transfers
Improved customer satisfaction
12 Lessons learned from our first implementation
Do not underestimate change management
Why are we doing it
How does it fit into our broader strategy
Whats in it for them
Whats in it for our customers
Needs to be constantly reinforced
Implement quality monitoring capabilities within the call center
Data quality is essential and requires significant business discipline, supported by
technology
13 Lessons learned since then
Business ownership is key
It is difficult to move faster than the stakeholders perceive a need to
CRM benefits are realized by changing the way business gets done not by implementing
new systems
Many unplanned benefits will be captured over time
Adoption needs to be constantly managed; convenience is key
The true power of CRM lies within the data
The skill to draw insights from the data is a skill that must be developed or acquired
Simple means different things to different people
Forums to align business rules are essential and can accelerate positive change
Full cost of ownership must be understood
Optimize custom development in a packaged solution
Real-time versus batch
Integration is the biggest implementation challenge
Architecting platform solutions is greatly helped by understanding specific business
strategies (vs detailed requirements)
14 Roadmapping
Requirements
Need to understand long term business intent
Focus on key CRM components
Channels
Customer segmentation
Verticals
Products, hardware, software, services, products
Globalization and international
Growth strategies (e.g. acquisitions)
Cost containment
Key customer data
Architecture
Have an end point in mind and change it as you learn more
15 A couple of other things that work for us (best practices ?)
Need to balance agility with full integration
Customer Service Steering committee
Sales Steering committee
IT can drive business change
If a central IT group exists it is sometimes the only department that can
identify inconsistencies and contradictory business practices that may be
suboptimizing the customer experience
16 Wipros role at Pitney Bowes
17 GDM roles & responsibilities
Capture
Requirements
Development &
Configuration
System & User
Acceptance Test
Technical
Design
Functional
Design
Project Management
Release Management
Service Level Management
Business Unit Engagement
Define
Develop
Verify
Deploy
Deploy
Support
Pitney Bowes
Wipro
Legend
Shared
Wipro provides our technical fulfillment capability for
all application maintenance and most application
development work
18 Benefits of global sourcing
Forces process improvement (quality, metrics)
Provides one stop shopping for application delivery work
Frees up employees to focus on higher value activities
Significant unit labor cost reduction
19 Wipro confidential
Leveraging GDM for
efficient CRM :
Practitioners perspective 0
100
200
300
400
500
600
# of
Consultants
2000 2001 2002 2003 2004 2005* 2006**
Year
CRM practice overview
Expertise in implementing Siebel
for various industry verticals
Siebel functional & technical
expertise
Expertise in developing re-usable
components & industry specific
solutions
Active participation in industry
forums and close co-ordination with
product vendor
Expertise
Expertise Snapshot
Practice Growth
*As of July 2005 **As of March 2006 - Planned
Optimal Onsite-Offshore Mix
On-time, on-budget completion
of large implementations
60% projects executed using
global delivery model
Robust quality process and
Center of Excellence support
Delivery Excellence
One of the largest Siebel consulting practices
End to end implementation
Support and maintenance
Upgrade services
Business intelligence services
Service offerings
Wipro confidential
21
DAC Tool, Scheduler, ETL, Administration Tools, Dash
Boards, Answers and Delivers, Predictive Analysis
Siebel Analytics
Win Runner, Load Runner, Test Director
Testing
Siebel 99, Siebel 6.x, Siebel 7.x, Siebel 7.5.x, Siebel 7.7,
Siebel Analytics 7.5, Siebel Analytics 7.7
Siebel Versions
Configuration, Product Configurator & Business Rules
Automation, Scripting, EAI, Data Migration, Web Deployment
Siebel Tools
Sales, Marketing, Customer Service, Contract Management,
Contact Center,