제 4장 CRM 솔루션 비교
목 차 CRM 솔루션 비교 Siebel Oracle CRM SAP CRM NCR SAS e. CRM
목 차 CRM 솔루션 비교 Siebel Oracle CRM SAP CRM NCR SAS e. CRM
Siebel’s Logic • 미리 설정된 제품 홍보 과정 • 영업담당자의 개인활동과 연계 • 제품매뉴얼의 갱신 • 실무자의 자료 업로드 • 고객 문의 접수 • 해결책 제시 • 계약 관리 • 고객별 문의 이력관리 서비스 관리 고객문의 관리 마케팅 프로세스 고객중심 • 신규가능고객 선정 • 제품소개(데모, 제품 카다로그 신규고객 ) 창출 • 매출발생 가능성별 그룹핑 판매기회 • 최종판매 단계까지 성공확률 관리 고객정보 관리 • 고객/고객사 관련사 정보 • 고객 특성 Grouping (검색기능 ) • 고객의 개인적 취향 정보 주문관리 고객접촉 관리 • 견적서/세금계산서 발 행 • 재고확인 • 전화상담 예절 • 데모일정 및 미팅 스케줄링
SIEBEL e. Business 2000 Solution Map Product - Lineup. COM Applications Call Center e. Sales Telesales e. Service Channel Call Center e. Marketing Field e. Channel e. Mail Response Dynamic Commerce e. Briefing and e. Content Service Marketing Sales Incentive Compensation Field Service Professional Service Pricer Configurator Handheld Voice Wireless Modules
SIEBEL Topology Connected Clients Connect Via LAN / WAN or Internet Siebel File System Siebel Enterprise Server Siebel Servers O D B C SIEBEL DATA Database Server Active X Thin Clients Gateway Server Database Access O D B C High-speed LAN Call Center Agent Intranet/Internet O D B C IVR/ FAX Server CTI WEB SERVER SIEBEL WEB ENGINE PBX/ACD HTML Thin Clients Server Manager PSTN/ISDN Mobile Clients Connect Via LAN / WAN / Internet or Dialup
Industry-specified solutions e. Finance e. Insurance e. Communications e. Energy e. Customer Goods e. Technology Opportunity Management Account Management Contact Management Service Management Campaign Management&Analysis Activity Management Calendar Management Active Briefing Pricing Marketing Encyclopedia Computer Telephony Interface Smart Script Forecasting …. . e. Pharm e. Apparel & Footwear e. Healthcare e. Automotive e. Public Sector
e. Business Architecture Dedicated Client Windows Thin Client Java Thin Client Handheld HTML Thin Client Web Templates Physical User Interface Configurable Architecture Logical User Interface Applets Views Screen Business Logic Business Object Business Component Business Service Logical Data Model Data Tables Interface Table DB 2 SQL Server Oracle Informix Sy. Base External Data
Siebel Function (1) Siebel Sales Enterprise allow teams of sales and marketing professionals to manage sales information throughout the entire sales cycle. includes w Opportunity Management, Account Management, Contact Management, Activity Tracking, Message Broadcasting, Siebel Search, Quotas, Incentive modules Sibel Service Enterprise enables teams of customer service, sales, and marketing professionals to ensure complete customer satisfaction by using closed-loop, service request management capabilities. Siebel Field Service extends Siebel’s customer service solution provides field engineers with service functionality for w entitlement/contracts management, integration with other customer facing departments, dispatch and scheduling, parts management, and repair center operations.
Siebel Function (2) Siebel Call Center provides blended Sales and Service functionality that enables call center agents to provide both sales and customer service assistance to customers. Siebel Marketing Enterprise enables marketing professionals, sales and service managers and business analysts to monitor overall company performance and the effectiveness of company program and activities. extracts key customer information from Siebel Sales Enterprise, Siebel Service Enterprise and Siebel Call Center. Information is compiled into a customer data mart designed for fast data analysis. includes a broad range of pre-built analyses about customers and products that allow manages and analysts to drill down into key operational details allows managers to create and manage campaigns and marketing communication across the enterprise
Siebel Function (3) Siebel Thin Client(deployment option) provides a web-based architecture that enables users to access Siebel sales, marketing, and customer service applications over the corporate using a standard web browser. eliminates the need to install any client-side software, provides immediate applications accessibility, and reduces the costs of software distribution.
목 차 CRM 솔루션 비교 Siebel Oracle CRM SAP CRM NCR SAS e. CRM
Oracle CRM (1) Web-based CRM solution Version Oracle CRM version 3. 0 (1998) subsequent release (3 i) (mid-1999) Three key strategies Customer Intelligence Unified Channels Internet-based Application Architecture w ubiquitous access to any applications w be provided via standard web browsers
Oracle CRM (2) five functional applications integrated sales, marketing, service, e-Commerce, call center Oracle CRM suite of applications
Oracle CRM (3) Sales Applications Oracle Sales Oracle Field Sales/Palm Devices Oracle Tele. Sales Compensation Marketing Applications Oracle Marketing for Telecommunication Service Applications Oracle Service Contracts Customer Care Mobile Field Service e-Commerce Applications Oracle Oracle i. Store i. Marketing i. Payment i. Bill & Pay i. Support Call Center Applications Oracle Telephony Manager Oracle Call Center Intelligence Oracle Tele. Business for Financial Services Oracle Tele. Business for Telcommunications and Utilities
Oracle CRM (4) Technology and Architecture Internet-Based Application Architecture Leveraging Oracle’s Technology Stack and Tools ERP Integration
목 차 CRM 솔루션 비교 Siebel Oracle CRM SAP CRM NCR SAS e. CRM
Customer Relationship Cycle Evaluate Engage Retain Transact Service Fulfill
Evaluate Engage Retain Transact Service Customer Relationship Cycle Engage Challenges Fulfill my. SAP. com is a one-way ticket to the executive floor Definition of target groups Coordination through all channels Personalized Approaches / One-to-one Planned, knowledge based campaigns Connectivity and Speed my. SAP. com Benefits Data based promotion planning and personalized campaigns across sales, marketing, and service One-to-one marketing capabilities Dynamic pricing negotiated between multiple parties More targeted trade spending and marketing investments Higher and faster returns on sales promotion and advertising Customer self-service and internet capabilities
Marketing Management Example Promotion Management Data Warehouse Campaign Management Marketing Campaign Management Address Management 2 1 Marketing creates a target list using sales history and sends this to sales for approval Creates a ”buy-one get-one-free” promotion The sales history shows that the promotion was successful 5 Sales history Data Warehouse 3 The list of positive responses is used to create a sales campaign The sales task is sent to the Sales Team responsible 6 Reporting Sales creates a test mail campaign, using the approved target list of retailers Activity Management Sales Campaign Management 4
Customer Relationship Cycle Transact Evaluate Retain Service Engage Transact Challenges Fulfill my. SAP. com is spending my higher sales commissions. Coordination through all channels Personalized / Individualized Recommendations and Opportunities Availability of Information Convenience and Speed my. SAP. com Benefits Access to customer history and preferences for account planning Insights into competitor activities and offerings Unmatched ability to monitor contracts and volume agreements Taking, entering, and scheduling the order on the spot via multiple channels
Order Entry Example Tour Planning Business Partner functionality 1 Tele-Sales Rep. plans calls target customers and zones The order history is now available to the Sales Rep. prior to making his next call on this customer Product Relationships 2 Tele-Sales Rep. reviews the customers past purchase patterns The Delivery Person delivers the product and records information in his handheld 6 3 Order Fulfillment Tele-Sales Rep. then calls the contact person The Tele-Sales Rep. takes and records the order 4 Order information is gathered by the Order Fulfillment Department 5 7 Business Partner history Contact Management Order Fulfillment
Customer Relationship Cycle - Fulfill Evaluate Engage Challenges Retain Transact Service Fulfill In-time-delivery-rightplan Reliable delivery date Availability knowledge Price and Supply Chain conditions Convenience and Speed my. SAP. com is deliver as you promised. my. SAP. com Benefits Optimization along the entire supply chain for reliable commitments, cost efficiency, accuracy and speed Delivery as promised and seamless fulfillment Product configuration and pricing data consistent across all channels
Integrated Procurement Example Accounts Receivable Customer Service History 2 1 Contact Management Identify Customer & Service Requirement Create Service Order Verify AR Status 3 Purchased Part Receipt Notification 7 Call Management 6 Materials Management Install Base Inventory Document Pertinent Service Details & Create Service Order Verify Parts availability & Initiate Purchase Requisition Release Service Order & Notify Service Rep Service Agreement Send Service Call Schedule Notification to Client 5 Call Management 4 Purchase Order Requisition Materials Management
Customer Relationship Cycle Service Evaluate Engage Challenges Retain Transact Service Pro active approach Value Adding Up selling / Cross selling Cost reduction Convenience and Speed my. SAP. com is no more waiting around the office for the repairman. my. SAP. com Benefits Multi-channel service offerings for better customer service and service efficiency On-line review of service agreements Service call planning based on current routes and resources Real-time service dispatching through mobile devices Integrated service billing for accurate invoices
Dispatched Service Call Example Call Center Management Agreement Activity Management 1 The Call Center receives a request for service The repair is completed and recorded and the customer is billed 6 3 2 The Customer's service contract is reviewed Business Partner Functionality A repair task is created for the Business Partner At the account, the Field Service Rep checks the task created in his Mobile Service Calendar The Field Service Rep receives the task and is dispatched to perform the service 4 5 Work Order Entry Activity Management Accounts Receivable Activity Management
Customer Relationship Cycle - Retain Evaluate Engage Retain Challenges Retain Service Transact Fulfill Analysis of internal and external data Identifying most profitable customers Customer life cycle management Strategic product and service planning my. SAP. com is landing a ten pound bass and a 10% price reduction at the same time. my. SAP. com Benefits Improved decision making Immediate complaint routing and resolution Built in workflow capabilities with the security of a closed loop system Efficient retention campaigns Increased business with valuable customers
Sales Call Example SAP R/3 Account History Business Information Warehouse SAP CRM Client Pipeline Gather Internal & External Data about The customer INTERNET SOURCES 1 Review order history & credit status 2 Discuss Changes to Client Forecast 3 4 Introduce New Product Update contract 7 Discuss Recent Client Competitor Behavior 6 SAP CRM Product Catalog Enter Sale for New Product 5 SAP R/3 ATP SAP CRM Marketing Encyclopedia SAP CRM Pricing & Order Creation
Evaluate Engage Retain Transact Service Fulfill Customer Relationship Cycle Evaluate Challenges Dynamic simulation and performance measurement Customer segmentation and evaluation Tiered Servicing my. SAP. com is room for furniture instead of file boxes. my. SAP. com Benefits Common data models and database integration for unparalleled insights On line executive information system to help manage the business Access to internal and external data sources Intelligent infrastructure that lets important information find you Data based campaign evaluation
Customer Problem Example SAP R/3 Sales, Discounts & AR Data SAP R/3 Product Invoice SAP CRM Contract Data 1 Reseller Contacts Sales Rep to Resolve missing Discount SAP CRM Activity Management Sales Rep Tracks Discount to meeting Notes from Last visit 2 Sales Rep Researches all Possible Problems Sales Rep Discusses Impact of Discount with Customer, Enters Additional Orders Sales Rep Surveys other Customers to offer a similar deal 7 Sales Rep Reviews Profitability of Orders Entered 6 Sales Rep Monitors New Order Status and Notifies Customer when Shipped 4 5 SAP CRM Information Center SAP R/3 Profitability Analysis SAP R/3 Shipping Notification CRM appended Notes 3 SAP CRM Sales Order SAP R/3 online ATP
Topics The Internet drives new CRM strategies Managing the complete Customer Relationship Cycle CRM with my. SAP. com Benefits Customers
Why do Companies Need A New Approach? Customer care is becoming the key differentiator è Companies need an openly integrated CRM that let them implement best-in-class solutions for their most critical processes, without loosing the integration to ensure touch point synchronization, one face to the customer and the ability to deliver on their promises.
Role-based Workplaces Provide Personalization Customer Collaboration Customer Centric Partner Company Supplier Collaboration Employee
my. SAP. com Workplace - Enjoy. SAP for Everyone Access to SAP Functionality in a Browser Environment With Zero Client Installation Mini. Apps Launch. Pad Personal, Role-based Navigation Drag & Relate Monitoring and Interaction
Mobile Workplaces Sales Workplace Mobile Computing is my. SAP. com. . . anywhere!
Collaborative Business Through Employee & Customer Portals Employee Portals Purchasing Agent Key Account Manager Contact Center Agent Marketing Analyst Marketplaces Demand Planner Reseller
CRM with my. SAP. com New Approach Sales E-business applications Service Marketing Internet Sales and Configuration Internet Self Service, E-mail Management E-marketing Open Integrated Multi-channel CRM Traditional CRM SFA Telesales Traditional back-office 1: 1 Tech. Support Field Service Sales Fulfillment Service Fulfillment Campaign Management Analytical Apps. Decision Support
Portals CRM with my. SAP. com Business Architecture Employee Portal CRM Foundation Workplaces Desktop Mobile Sales Supply Chain Management Product Catalog Desktop Mobile Desktop Service Marketing Solution Database Order APO Business Partner Business Intelligence BW / SEM Middleware Integration Consumer/ Customer Portal Fulfillment KW
CRM Delivery Box Access Internet, Laptop, Desktop, WAP Phones, Mobile Devices, . . . Portals Employee, Customer, Business Partner Workplaces Roles Sales Rep, Field Service Engineer, Marketing Analyst, Contact Center Agent, … Foundation Business Objects, Intelligent Agents, Database, … Components Internet Sales, Mobile Sales, Campaign Management, … Integration OLTP R/3, SAP APO, SAP BW, SAP KM, SAP SEM, Non-SAP, …
Open Component-based Solution Architecture User Integration e. g. portals Enterprise Integration Workplaces e. Commerce CRM SCM BI ERP e. g. application integration Marketplaces Market Integration e. g. e-business hubs Web Content Office
Flexible Design for CRM with my. SAP. com Design Principles & Features Personalized user experience Portals for all communities Flexible collaboration in business scenarios Marketplaces as business hub for multiple enterprises Rich, best in class functionality Location-transparency Examples & Benefits One-to-one user interfaces on multiple devices anytime, anywhere Role-based portals for employees, customers, resellers, . . . Dynamic pricing negotiated between multiple parties Application, information and services for collaboration Individualized solutions and flexible process changes Hosted software as a service
Flexible Design for CRM with my. SAP. com Design Principles & Features Integration to existing and future back-end systems Seamless integration with all SAP business applications, e. g. SAP APO SAP BW, SAP KM SAP SEM Reuse of existing and new data (structured and unstructured) from all customer touch points, supply chain. . . Shared content and shared business rules SAP’s comprehensive ecosystem Examples & Benefits Reuse of rich customer data, seamless fulfillment CRM across your entire organization Reliable delivery commitments Sophisticated data mining and analysis for analytical CRM Customer-driven business management Closed loop data flow (from interaction to analysis and back), consistency Content and rules need to be defined once and are then available anytime, anywhere Unparalleled expertise, service and support along the entire solution life-cycle
Topics The Internet drives new CRM strategies Managing the complete Customer Relationship Cycle CRM with my. SAP. com Benefits Customers
CRM with my. SAP. com Bottom Line Customer-focused Business Management Personalization and Empowerment l Organizing Business Intelligence l Empowerment of all interactive parties l Closed loop profitability analysis l Strategic Enterprise Relationship Management Marketplaces Enable Collaborative Customer Value Management l End-to-end value stream in entire markets l Specialized inter-enterprise applications & services l Outside market information access l Value creation in industry-specific business communities l Employee and customer portals l Touch point synchronization l Value creation and customer insight through relationship intelligence CRM Driving the Supply Chain l One-step buying & selling l Ability to commit resources at the front end l Seamless handshake with order fulfillment l Cross-channel integration
목 차 CRM 솔루션 비교 Siebel Oracle CRM SAP CRM NCR SAS e. CRM
NCR (1) 금융, 통신, 제조, 보험, 운수, 유통, 정부/공공 시장 등을 위해, 각 산업마다 특화된 산업별 솔루션 제공 NCR Teradata 데이터 웨어하우스를 기초로 구축 캠페인관리 솔루션(Relationship Optimizer) daily 트랜잭션과 교류정보를 포함한 대규모의 데이터를 야간에 처리 리얼타임으로 대상고객 탐색 및 영업/캠페인 기호의 우선 순위 조정 채널을 통한 지속적 고객과의 커뮤니케이션 주요 프로세서 w Event Detection w Behavioral Analysis w Communication Management w Channel Workload Management 구성요소 w Event Detective Manager(EDM) w Communication Vector Manager(CVM) http: //www. ncr. co. kr/etc/main/index. htm
NCR (2) EDM 새로운 영업/캠페인 기회 파악을 위하여 일일 단위의 대용량 이벤트 분석/선별. 일련의 SQL 쿼리들 기업이 개별 고객 프로파일 상의 변화를 신속하게 파악할 수 있는 개 별 고객별 모델 형성을 위하여 NCR Knowledge Discovery 지식 활용
NCR (3) CVM 기획, 개발 및 다수의 채널별, 제품 라인별 영업 부서별 등의 고객과의 커뮤니케이션 추적하는 통합된, 전사적 접근지원 Event Detective에 의해 감지된 영업/캠페인 기화 활용 각 기화에 맞 는 최적의 커뮤니케이션 전략 탐색 리소스(인력 및 설비) , 메시지의 중요도 기반의 고객 접촉 최적화 특정 커뮤니케이션 시, Propensity Scoring, customer segmentation analysis 등의 고객 상세 정보 같이 활용 가능 선정 후, 기업체의 비즈니스 규칙-접촉회수, 접촉 반응, 특정 채널의 사용가능 성 등에 따라 영업/캠페인 기회 선별 및 우선 순위화.
NCR (4) CVM
NCR (5) 산업명 산업별 crm솔루션 솔루션들 은행/금융 서비스 Customer Management. Solution, Account and Customer Profitability, Relationship Optimization, Channel Analysis, Behavioral Analysis, Propensity Modeling, Product Utilization Analysis 보험 (생명/손해 보험) Customer - Centric Data Model, Predictive Modeling, Customer. BI Reporting, Customer. BI Analysis, Inter. Relate. Plus, Campaign Management, External Data Contracts 통신 Predictive Modeling, Churn Analysis Cross Sell Analysis, Profitability Analysis, Call Behavior Analysis, Inter. Relate. Plus, Campaign Management, Network Performance Information 유통 High Performance Merchandising & Marketing, Database Marketing, Supply Chain Management, Market Basket Analysis, Merchandising, Campaign Management, Loyalty Programs, Product Management 제조 Customer Relationship Management, Supply Chain Management Predictive Modeling, Production Analysis, Inter. Relate. Plus, Campaign Management, Product Management 교통 Customer Relationship Management, Route/Network Management, Defection Modeling, Profitability Analysis, Inter. Relate. Plus, Campaign Management, Revenue Management and Fare Design, Parts Inventory 에너지/유틸리티 Customer Relationship Management, Customer - Centric Data Model, Predictive Modeling, Customer. BI Analysis, Inter. Relate. Plus, Campaign Management, External Data Contracts
목 차 CRM 솔루션 비교 Siebel Oracle CRM SAP CRM NCR SAS e. CRM
SAS e. CRM(1) SAS e. CRM Solution Framework http: //www. sas. com/offices/asiapacific/korea/solution/ecrm/framework. htm
SAS e. CRM (2) Solution Web housing and e-Intelligence e-Marketing e-Sales e-Service 핵심 전략 인터넷 상에서 발생된 고객 데이터의 통합 및 Personalization을 위한 고객 분석을 기반으로한 e-Intelligence 표적시장 보험, 증권, 은행을 중심으로한 금융권. com 기업.
