Improved Customer Relationships

1. Mohammed Omar Faruk
Sr. Executive, iconnect

2.  Attract and retain customers through business insight
 Drive a 360-degree view of the customer
 Understand purchasing behaviour
 Predict what products & services customers want
 Develop stronger customer offers
 Improve products and services
 Increase the return on customer
 Drive increased profitability and reduced churn

3. Business Management
Marketing Account
Origination
Customer
Sales Customer Service

4.  Impact on Profits
 Revenues
▪ Loss of Up-sell/Cross-sell
▪ Lost Share of Wallet
▪ Losing Customers to Competition
▪ Unsatisfactory Service
▪ Lost Corporate Knowledge
 Expenses
▪ Decreased Productivity
▪ Decreased Collaboration
▪ Rapidly Changing Business Processes

5.  Finding and retaining customers
 Customer value optimisation
 Increased up-sell and cross-sell
 Increase/strengthen customer loyalty
 Targeted customer offerings
 Competitive advantage
 Drive increased profitability
 Reduced customer churn
 Do the right thing by the customer…
 Increase return on customer
 Increased customer satisfaction
 Increased stakeholder value… Increased share price…

6. • Improving customer relationships
requires the development of a
customer focused business strategy,
designed to optimise revenue, costs
and customer satisfaction
• Business strategy combined with
application technology improves
customer acquisition and retention
Improved customer relationships
More then just sale!

7. Improved Customer
Acquisition & Retention
• Improving customer relationships
requires the development of a Application
Business Value
customer focused business strategy, Technology
designed to optimise revenue, costs
and customer satisfaction
• Business strategy combined with
Business
application technology improves
Strategy
customer acquisition and retention
Application
Technology
“CRM is a customer-focused business strategy designed to optimize
profitability, revenue and customer satisfaction.” - Gartner

8. Challenges: Improved customer relationship
• The three key challenges that determine the success or failure of improved
customer relationships initiatives
– User adoption
– Business fit
– Total cost of ownership
• Additional challenges that should be conceded
– Purposes and expectations are not clear
– Time frame is unfeasible
– The aim is too ambitious
– Employees are not prepared
– Responsibility is not well defined … research reveals that lack of
usability planning is a leading causal
– Poor data quality factor in Sales Automation projects
failing to meet business objectives . …”
Key Considerations for Maximizing Sales
Automation Value, Meta 2010

9. Total Cost of Ownership

10. Business Insight…
• Why do businesses constantly strive for new customers when
keeping existing profitable ones is so much more key to
business success…
• Because they don’t have business insight, they don’t know
enough about their customers
“… It is 6-7 times more expensive to gain a new
customer than retain an existing customer. …”
Harvard Business Review

11. Increased customer insight
• Predicting purchasing behaviour, • Products like Qubee, Banglalink,
tracking return on customer, Robi, Grameen CRM work natively
win/loss analysis, ROI on with reports in areas like sales,
marketing spend all have there marketing and customer service
part to play in successful business
growth
• Yet today most companies
continue to manage by estimation
rather then hard facts

12. Customer retention and loyalty
• Customers are not in infinite • ARM provides tools and service
supply; keeping and retaining to enable customers to meet
them is therefore key to business requirements for preference
success services.
• However it’s far too easy to “turn
off” the customer with over
marketing!
• The requirements of data
protection, freedom of
information and the preferences
services lead to other issues that
need to be addressed.

13. Multi-channel management
• Call centres have become a common feature of many business today helping to
deliver sales and customer service objectives.
• However today we live in a more complex environment letters, fax's, e-mail, voice
mail, web site, SMS, instant messages, phone calls all play a part in a modern
contact centre.
• live the contact centre.

14. The Journey… Not a destination
• Short-Term Aims • Medium- to Long-Term Aims
– Improve customer responsiveness – Foster convergence of self-
– Provide customers with up-to- service channels
date information every day – Redesign the financial institution
– Identify profitable customers offering
– Gain a single customer view – Create new models for
(knowledge of customer data understanding customer risk
from each point of contact) profiles
– Face rising customer expectations – Cost-cutting through a more
profitable use of resources
– Become proactive and anticipate
business issues

15. Summary
• Improving Customer Relationships is NOT dependent on selecting
the “best software”, it’s about getting the right strategy.
• ARM solutions look and feel familiar with a natural user experience
its just simple excel! that reduce training costs and increase
acceptance & adoption.
• Improving Customer Relationships is a journey - take small steps and
keep looking to the future.
• Understand that our needs will change and IC technology must
adapt rapidly and cost effectively to meet these changes.

16. Key Learning
• Review your processes
– Automating bad processes will just make the bad process faster!
• Develop requirements
– What does the system need to do?
– What needs to be changed or added?
– What processes do you need to change?
• Have a vision
– Success metrics
– Engage with multiple team members
• Don’t bite off more then you can chew!
– Phased roll out

17. Thank you for your time.