Crm Implementation 612 Fall 2005

81
L. Mohan 1 Outline 1. Harrah’s: A CRM Success Story 2. Cigna HealthCare: A CRM Failure 3. Learning from Failure: BMC Software Case 4. Data : One Big Hurdle 5. The Other Hurdle : People Issues 6. Build or Buy or Rent? 7. What Works? What Does NOT Work?

description

crmdadadadadadad

Transcript of Crm Implementation 612 Fall 2005

Page 1: Crm Implementation 612 Fall 2005

L. Mohan 1

Outline

1. Harrah’s: A CRM Success Story

2. Cigna HealthCare: A CRM Failure

3. Learning from Failure: BMC Software Case

4. Data : One Big Hurdle

5. The Other Hurdle : People Issues

6. Build or Buy or Rent?

7. What Works? What Does NOT Work?

Page 2: Crm Implementation 612 Fall 2005

L. Mohan 2

Harrah’s Entertainment- How It Outplayed the Competition

Strategy of Big Casino Operators- “If You Build It, They Will Come!” Created a fantasyland Las Vegas to attract customers Invested heavily in building costly must-see casinos offering a wide range of

amenities malls, dazzling shows, etc Designed to appeal to a broader audience than simply gamblers

Harrah’s Strategy was Different- Expand Gaming Business Outside Nevada & Atlantic City From 4 casinos in 2 states to 26 casinos in 13 states by 2003 Became the first nationwide casino business Saw geographic diversification as a means to…

… Insulate the company from regional economic vagariesAND… Provide the opportunity to attract new customers to the Harrah’s brand

Page 3: Crm Implementation 612 Fall 2005

L. Mohan 3

Harrah’s Strategy

1. Strategic Focus: Casinos

- Not Restaurants or Bars or Shows

• Belief that competing on the basis of billion-dollar facilities was NOT the most prudent use of capital

• Returns on such facilities often weaken when the novelty wanes

2. Build Lasting Relationships with Core Customers – Slot Players – for

Sustainable Profit Growth

… Get customers to visit Harrah’s regularly

AND

… Spend more of their gaming money at Harrah’s

– Increase Wallet Share

Page 4: Crm Implementation 612 Fall 2005

L. Mohan 4

Harrah’s Strategy

3. IT Investment to Create an Enterprise Data Warehouse AND Analyze the Data for Customer–Tailored Marketing

4. Absolute Focus on Customer Service & Customer Satisfaction.

Changed Harrah’s from an operations-driven company which viewed each casino as a stand-alone business into a data-driven marketing company that built loyalty to the Harrah’s brand in ALL properties.

Page 5: Crm Implementation 612 Fall 2005

L. Mohan 5

Harrah’s in 1998 vs. 2002

1998• Expanded rapidly in the mid 1990s

- as states such as Iowa and Illinois legalized gaming to raise tax revenues- But company was losing market share as rivals built newer and more opulent properties in each market.

• Revenue: $1B• Stock price: Nose-dived towards $10

2002• 16 straight quarters of same-store revenue growth• Revenue: Over $ 4B• Stock price: Pushing all-time highs at $ 50

Page 6: Crm Implementation 612 Fall 2005

L. Mohan 6

The Bottom-Line

• Customer’s Wallet Share: 42% in 2002 Vs. 36% in 1998

• Each percentage-point increase in Wallet Share has coincided

with an additional $125M in shareholder value.

• Once an also-ran chain of casinos, Harrah’s has become the

second-largest operator in the U.S., behind MGM Entertainment,

with the highest 3-year investment return in the industry

• Acquired in Spring 2004 Caesar’s Palace Casinos

Page 7: Crm Implementation 612 Fall 2005

L. Mohan 7

One afternoon, last May at the Rio Resort in Las Vegas….. as I moved from machine to machine, the computers at Harrah’s office in Memphis, Tennessee, were collecting an astonishingly detailed account of each second I spent at the Rio

• how many different machines I had played on (nine)

• how many separate wagers I placed (637)

• my average bet (25 cents)

• the total amount of money I’d deposited in the machines ($350)

What Harrah’s Knows About You ...

Page 8: Crm Implementation 612 Fall 2005

L. Mohan 8

• A personalized frequent-gambler plastic card with a magnetic stripe called Total Rewards that Harrah’s slot players insert into machines while they play.

• One reward credit per $10 gambled

to earn free trips, meals, hotel rooms, etc.• Harrah’s network links over 40,000 gaming machines,

in 26 casinos, in 13 states• Card data from each casino captured in a 300-gigabyte transactional

database about customer activity at all points of sale• Transaction data fed into the enterprise data warehouse that contains

information about gambling spends and preferences of 25M customers along with names, addresses and demographic data

How Does Harrah’s Get the Data?

Page 9: Crm Implementation 612 Fall 2005

L. Mohan 9

What Does Harrah’s Do With the Data?

It can do what its 25 million customers cannot - consistently make good bets! Who is a profitable customer? Who should receive which offers?…. It is also important to know when to pull away from an investment in a customer who is not worth it.

From the moment I signed up for my Total Rewards card in the casino lobby and filled in my name, address, date of birth and driver’s license number, Harrah’s had a pretty good hunch that my long term potential was already low….I was a 32-year old man from the distant state of Montana….did not fit the profile of a high-value customer !

Age, gender, and distance from the casino were identified as critical predictors of frequency.

Page 10: Crm Implementation 612 Fall 2005

L. Mohan 10

• Who are these customers? Harrah’s found that 30% of their

customers who spent between $100 and $500 per visit to a Harrah’s

casino accounted for 80% of company revenues and almost 100% of

profits.

• Surprise: NOT the gold cuff-linked limousine-riding high rollers that

casinos fawned over many years

• Middle-aged and senior adults with discretionary time and income

who enjoyed playing slot machines

– Did not stay in a hotel but visited a casino on the way home from work

or on a weekend night out

How Harrah’s Uses the DataProfile the High-Value

Customer

Page 11: Crm Implementation 612 Fall 2005

L. Mohan 11

• A 62-year old woman who lives within 30 minutes of Kansas City, Missouri and plays dollar video poker

• Such customers have substantial disposable cash, plenty of time on their hands and easy access to a Harrah’s riverboat casino (in this case, on the Missouri river in North Kansas City)

A “Perfect” Customer …...

If we only observe her once in a quarter, it’s likely that it’s because she’s playing three or four times a quarter at our competitors. So we’re going to make an educated guess and market to her as if she were a more frequent visitor, and we’ll let her confirm or disconfirm that. Then we’ll update the profile on what she does.

Page 12: Crm Implementation 612 Fall 2005

L. Mohan 12

• High-value customers are placed into 90 targeted segments, each of which receives custom-tailored direct-mail incentives to visit any of Harrah’s 26 properties.

• Customers who live far away from Harrah’s properties typically receive direct-mail discounts on hotel rooms or transportation…. Drive-in customers get food, entertainment, or cash incentives

• Most offers are time-sensitive, with tight expiration dates…..

to encourage visitors to either return soon or switch a visit from a competitor to a Harrah’s property

• For each direct-marketing pitch, response rates and return on investments are tracked…future campaigns are adjusted accordingly

• Every marketing campaign is tested first before launch

Customer-Tailored Marketing

Page 13: Crm Implementation 612 Fall 2005

L. Mohan 13

Who Gets the Free Steak?

“John Smith”• 33, Male, Lives: Missoula, Montana, Distance: 770 miles• Total Rewards Level: Gold• Plays: Video Poker• $/Bet: 25 cents; $/day: $87.50

$/Visit: $350; Visits/Year: 1• Predicted Life-Time Value: Low• Offers: Direct Mail Coupons for Discounted Show Tickets“Betty Rogers”• 62, Female, Lives: Kansas City, Missouri, Distance: 30 miles• Total Rewards Level: Diamond• Plays: Progressive Slots• $/Bet: $1; $/day: $100• $/Visit: $100, Visits/Year: 7• Predicted Life-Time Value: High• Offers: Cash, Transportation, Free Meals, Free Lodging, Guaranteed Room Reservation, Valet Parking, Access to

Harrah’s Diamond Club

Page 14: Crm Implementation 612 Fall 2005

L. Mohan 14

Use Customer Service as a Differentiator for Treating Customer

Differently

Split Customers into Gold, Platinum and Diamond tiers based on estimated annual value

Greater levels of service to Platinum and Diamond tiers will induce customer aspiration to earn the higher-level card

Example: Our best customers wanted service quickly – they didn’t want to wait in line to park their cars or eat in restaurants, or check in at the front desk. So we routed our customers into three different lines which created a visible differentiation in customer service.

… It was essential for our customers to see the perks that others were getting.

… Every experience in the casino was redesigned to drive customers to want to upgrade their card.

Page 15: Crm Implementation 612 Fall 2005

L. Mohan 15

Magnetic Card Readers: Harrah’s Total Rewards card readers

are installed on all of the company’s 40,000- plus gaming

machines. The readers capture a customer ID number from each

card, and a small LCD screen flashes a personalized greeting

along with the customer’s current tally of reward points.

Electronic Gaming Machines: All gaming machines are

computerized and networked. Each machine captures

transaction data and relays it to Harrah’s mainframe computers.

Onsite Transaction Systems: IBM-based transaction systems

are located at each casino property; they store all casino, hotel,

and dining transaction data.

Harrah’s IT Investment

Page 16: Crm Implementation 612 Fall 2005

L. Mohan 16

National Data Warehouse: A Unix-based data center in

downtown Memphis links all of the casinos’ mainframe systems

and customer data. Customer history and reward-point tallies

are passed down from this database to the onsite mainframe

systems - which, in turn, relay the data to the card readers.

Predictive Analysis Software: Developed by Harrah’s and

software firm SAS, these programs produce nearly

instantaneous customer profiles that allow the company to

design and track marketing initiatives and their results.

Harrah’s IT Investment

Page 17: Crm Implementation 612 Fall 2005

L. Mohan 17

Best Data-Driven Marketing Will Fail If Customer Service is Third-Rate!

1. Measuring Customer Satisfaction is a MUST

“Customers who said they were very happy with the Harrah’s experience increased their spending at Harrah’s by 24% per year … disappointed customers decreased their spending by 10% per year”.

2. Training of ALL Harrah’s Employees in a Certification Program To Deliver Excellent Service

3. Bonus Plan Rewards Hourly Workers for Achieving Improved Customer Satisfaction

“If a property’s overall rating rose 3% or more, each employee could earn $ 75 to $ 200 … in 2002, Harrah’s paid $ 14.2M in bonuses to non-management employees”.

Page 18: Crm Implementation 612 Fall 2005

L. Mohan 18

Best Data-Driven Marketing Will Fail If Customer Service is Third-Rate!

4. Reward Depends on Everyone’s Performance

“If the valet’s scores were low but the steak house receptionist’s were high, the

receptionist would check on the valet.”

5. Bonus NOT Linked to Financial Performance of the Properties

“ In 2002, one property had record-breaking financial results, but employees did

not receive any bonus because their customer service scores were mediocre”.

Page 19: Crm Implementation 612 Fall 2005

L. Mohan 19

Food for Thought from Harrah’s Approach

Meeting budget at the expense of service is a very bad idea. If you’re not making your numbers, you don’t cut back on staff.

Human resource management is critical, especially in a service business

“You can’t deliver great service if the turnover rate is high. The absenteeism rate will be high. The managers who ought to be thinking about the customers are instead dealing with scheduling, hiring and training. The customer ends up mangled.”

Page 20: Crm Implementation 612 Fall 2005

L. Mohan 20

The Harrah’s Lesson

Harrah’s bet against industry wisdom, moved away from the glitz and spectacle; and, instead invested in a ground-breaking customer management strategy that has enabled the company to expand market share relatively cheaply in a business where most companies grow by building costly new properties.

Competitors are trying to catch up. But Harrah’s has got a formidable lead. Its systems, reserves of data and marketing-led culture will not be easy to replicate.

Page 21: Crm Implementation 612 Fall 2005

L. Mohan 21

A Good Customer Data-Driven Strategy

Is NOT Enough - Effective Execution is Key

1. Strategy must be championed at the highest level of the firm,

not just within Marketing

“If I had come in as head of marketing, none of this would have worked. I needed the authority to get things done right across the company” …

G. Loveman, then COO of Harrah’s

2. People running day-to-day operations have to change their mindset and be customer-oriented

“We have a process of quarterly reviews of what each property has done. My predecessor would ask: Did we build any new rooms? Did we finish the renovation of the hotel? Where is the hot dog stand? I never ask any of those questions. I never let them take me on a tour of the building. I ask: What has happened to $ 100 and above customers who live in adjoining zip codes … The whole company has become very focused on how we market”.

3. Institute systems with carrots and sticks to focus on customer service by linking employee rewards to customer satisfaction.

Page 22: Crm Implementation 612 Fall 2005

L. Mohan 22

Cigna HealthCare’s “IT Transformation”- A Case Example of Bad Execution

1999: Launch of Ambitious IT Project

Objective: An integrated system for enrollment, eligibility and claims processing

Consolidate and upgrade several antiquated (some dating back to 1982) back-end systems for claims processing and billing

Integrate them with glitzy new customer-facing systems on the front-end

Customer service reps will have a single unified view of members Customers would get one bill Medical claims proceed faster and more efficiently

Benefits

Project Cost : $ 1 Billion

Page 23: Crm Implementation 612 Fall 2005

L. Mohan 23

Cigna CIO received the 20/20 Vision Award of CIO magazine

January 2002: System went live

3.5 M members moved from 15 legacy systems to new system in a matter of minutes

But migration did not go smoothly resulting in significant glitches in customer service

Bottom-line:

Fourth largest insurer lost 6% of its health-care membership in 2002 – from 13.3M to 12.5M

Net loss of $445M in the first 9 months of 2002Source: CIO Magazine, March 15, 2003

Cigna HealthCare’s “IT Transformation”- The Result

Page 24: Crm Implementation 612 Fall 2005

L. Mohan 24

The CEO’s ConfessionAt October 2002 Conference Call with Investors

“Unfortunately we have not executed well on transformation. The cost is greater than anticipated, much of the economic and service benefits are yet to be realized, and transformational shortfalls have led to service shortfalls, which have led to lower new sales and (customer) retention”

Comment by CIO of Another Health Insurance Company

“CRM is a very important business solution. Our customers want better tools and capabilities and product options, and they’re driving us into this space. But there’s a heavy risk involved. How you connect CRM to the back office and bring customers on board makes all the difference. When you stumble, the very credibility of your company is at stake”

Page 25: Crm Implementation 612 Fall 2005

L. Mohan 25

The Roots of Failure

1. Late Start of “IT Transformation” Project

Cigna spent $7.6B between 1996 and 2001 from sales of noncore companies such as property and casualty insurance on stock buybacks

“What they should have been doing is investing a half or third of the money spent on repurchasing stock to improve IT systems”

Page 26: Crm Implementation 612 Fall 2005

L. Mohan 26

The Roots of Failure

2. Urgency to Implement New IT Systems Sued by thousands of doctors nationwide about delays in payment for

patient care- Cigna paid a $300,000 fine to the state of Georgia and signed a consent order promising to reform its claims processing system

which was “the worst I’ve ever seen”, according to Georgia’s insurance commissioner

Cigna’s sales team, in order to win large lucrative employer accounts in an increasingly competitive environment, had promised that the new systems would provide improved customer service and would be up and running in early 2002

Cigna’s management was under pressure to cut costs after posting disappointing second quarter results in 2002- Anxious for the new systems’ promised cost reductions and productivity gains to enable laying off 3,100 people and limit hires to 1,100 – a total reduction of 2000 positions.

Page 27: Crm Implementation 612 Fall 2005

L. Mohan 27

An Overview of the IT Project

Had to build an entire AS400 infrastructure from scratch to support the two main platforms for claims processing: Power MHS software which was already on a few AS400 computers and ProClaim software still running on IBM mainframes

“We had to develop our own wrapper architecture to connect these two platforms and integrate claims eligibility on the front-end with banking and billing on the back-end. To do that we had to completely re-engineer the back-end systems”

Most of the architectural work done in-house but hired Cap Gemini Ernst & Young (CGEY) to help implement the change management and business processes involved

CGEY also worked with Cigna HealthCare to develop and implement new customer-facing applications – the CRM system

Page 28: Crm Implementation 612 Fall 2005

L. Mohan 28

Cigna’s CRM System

Customer Self-Service:

Enable members to enroll, check the status of their claims and benefits, and choose from different health-plans – all online

Unified View of Members to Customer Service Reps:

Provide the reps a full history of the member’s interaction with the company when a member called with problems or questions

Objectives:

Software: Bought Two PackagesSiebel software to handle call center functionsComputer Sciences package for claims processing

Page 29: Crm Implementation 612 Fall 2005

L. Mohan 29

Implementation Process

Began moving members to new systems in 2001 – but in relatively small numbers – 10,000 to 15,000 people at a time; “there were minor problems that were dealt with but nothing major”.

At the same time, began laying off customer service reps as part of a planned consolidation of 20 primary and specialty service centers into 9 regional centers

Rationale: Expected new IT system to deliver huge gains in productivity from automated claims processing and customer service.

Cost of Reorganization: $33M in severance for the 3,100 laid-off employees and $32M to build the new regional centers

January 2002: Moved 3.5M customers in one fell swoop

– problems erupted immediately

Page 30: Crm Implementation 612 Fall 2005

L. Mohan 30

A Migration to Nowhere!- Customers Suddenly Had Trouble with Coverage

In one case, Cigna’s systems could not confirm health coverage for some new members for several weeks

Workers at another company effectively lost coverage when their membership information would not load properly into the new system

Cigna issued member ID cards with incorrect identifiers.

- Prescription icons were missing

Result: People could not get their prescriptions filled at their local drug stores

Morgan Stanley analysts heard about these snafus in late January 2002 and promptly downgraded Cigna’s stock

Page 31: Crm Implementation 612 Fall 2005

L. Mohan 31

Call Centers Besieged by Calls- No Help However!

Lay offs resulted in not enough call center reps to handle the load

- people waited on hold, and waited…No help when they did reach someone, since the newly hired

reps had not been adequately trained on the CRM system

“You can have the best system in the world, but if you have people with relatively little tenure, you’re not going to get the best service.”

Cigna has since hired back a number of reps it laid off!

Page 32: Crm Implementation 612 Fall 2005

L. Mohan 32

Cigna’s Mis-Steps in Execution

1. Converting data from back-end systems to CRM systemsis NOT 1-2-3- Data has to be cleaned and filtered in order to be understandable to customer service reps taking calls and members seeking information online“When you take data from the back-office system that was built to process claims and expose that data to the front-end, it starts looking funny – for example, compressing the 9-digit zip code to 8 to save space on disks and transferring that data as is to the front-end makes your company look awkward.”

2. Rush to go live resulted in the Cigna team not having “time to do a very thorough volume testing or end-to-end testing.”

Page 33: Crm Implementation 612 Fall 2005

L. Mohan 33

Cigna’s Mis-Steps in Execution

3. CIO of Cigna Corp., the parent company, blames the IT staff of Cigna HealthCare and the system integration consultants.

“The business divisions had autonomy, and you can’t second-guess the people on the ground every day. The business unit was working with a name-brand systems integrator and they were not knocking on the door saying, Don’t go live, don’t go live. Can you truly expect the corporate CIO to have more visibility into the day-to-day workings of what’s going on in that project than the people in charge of it?

Big Issue: Corporate Governance of IT in a multi-division organization“At the end of the day, you have to strike the right balance between central IT authority and strong functional guidance that’s aligned with the business

Page 34: Crm Implementation 612 Fall 2005

L. Mohan 34

Post-Mortem Changes at Cigna

1. CIO of Cigna HealthCare business unit and IT manager in charge of transformation were let go.

2. Brought in more experienced managers to monitor the project

3. Slowed down the pace of migration and shored up those processes around the conversion of customer data

4. Instituted more thorough testing practices

5. Moved 20 experienced application developers into the project

6. Relying less on its systems integrator and more on in-house IT staff to manage the project

Project cost well over $1 Billion budget

Page 35: Crm Implementation 612 Fall 2005

L. Mohan 35

Cigna Recovered from the IT Disaster!

July 2002: Cigna was able to move additional members to the new IT systems without major incident

Jan 2003: Successfully migrated another 700,000 members

Launched MyCigna.com, an online portal where Cigna members can look up their benefits, check on the status of their claims, retrieve health info and talk to nurses online

Able to cut another 3,900 positions as part of a streamlining of Cigna’s sales force and medical management team

– New IT systems have enabled that downsizing by eliminating duplication in claims processing and billing

Customer satisfaction surveys conducted by Cigna in late 2003 show that 83% are satisfied with the service they get compared to 58% earlier in the year

Page 36: Crm Implementation 612 Fall 2005

L. Mohan 36

Lessons from Cigna Failure

1. Keep the project management in-house

- Even if you hire a consultant to implement your IT integration project. Have experienced project managers to monitor every stage of the process.

2. Test, and retest, in a real environment and end-to-end before going live

- Take your time moving data from the legacy systems to the new platforms, and do it in bite-size chunks so that you can fix glitches as you go.

3. Make sure your back-end data is cleansed and filtered for front-end use

- When it comes to data migration, take nothing for granted.

Page 37: Crm Implementation 612 Fall 2005

L. Mohan 37

Lessons from Cigna Failure

4. Bring in a focus group of customers

- After you've tested the system with your sales, marketing and customer service reps, go back and redesign the front end so that customers can actually use it.

5. Train and retrain the customer service reps on the new systems

6. Don't expect productivity gains for months

after the new platforms go live

- Don't make business decisions based on anticipated projected savings or gains. Wait to see if they materialize.

Page 38: Crm Implementation 612 Fall 2005

L. Mohan 38

CRM – Hot Area for IT SpendingBut… A Big Challenge to Implement

– CRM involves a radical cultural shift that reshapes a company’s sales, marketing, and customer service

– Unfortunately, it doesn’t occur magically once the software is booted up

– Too often, companies see CRM as software, when it is merely an enabler, a tool in their tool kit

The Big Hurdle: Change Management– 87% of respondents in a recent survey conducted by

online resource center, CRM Forum, pinned the failure of their CRM programs on the lack of adequate change management

Page 39: Crm Implementation 612 Fall 2005

L. Mohan 39

Learning from Failure - Case of BMC Software

Succeeded the third time after two failed attempts

What Went Wrong?

No Customer Strategy

- CRM focused on performing processes faster

Top Management Involvement

- Not much!

No Efforts to Get Buy-In from Employees

- Believed that software would sell itself

No Attention Paid to Required Organizational Changes

Page 40: Crm Implementation 612 Fall 2005

L. Mohan 40

The Third Time - BMC did it Right!

Project Headed by VP of Sales for North America

- Supported by Manager of Marketing Programs

Defined the CRM program’s requirements with the help of

175 employees, who served as the early champions

Communicated the benefits to employees

Showed how the CRM system would help the sales force

to achieve its targets

Rolled out the CRM program in stages to capitalize on

early wins - also, reduced risk of any problems affecting the

entire company

Page 41: Crm Implementation 612 Fall 2005

L. Mohan 41

Murphy’s Law for Data

The Data You HAVE

Is NOT

The Data You WANT

Is NOT

The Data You NEED

Data problems are more difficult to solve than hardware and software problems.

Page 42: Crm Implementation 612 Fall 2005

L. Mohan 42

Gaps in MIS Data - An Old Problem

Citibank“We found … that management … didn’t even have a good profile of its market and customers. It didn’t really know in summary form what (its position was) with respect to discrete market segments … There was very little account profitability and not even market segment profitability information.”

General Electric“Information on orders, sales and margins … are of maximum value when tied to … meaningful market segments. And segment-based data are of limited use to finance, hence the common misalignment problem between finance and marketing.”

Page 43: Crm Implementation 612 Fall 2005

L. Mohan 43

A More Serious Problem . . .Data That is NOT Available

“Soft” Data relating to ...– Customer’s Buying Process– Reasons for Infrequent Purchase– Reasons for Defection– Quality of Customer Support

Who Should Collect This Data ?– People at the Customer’s Touch-Points

. . . Field Sales, Telesales, Service,

Call Centers, Storefront, . . .

Page 44: Crm Implementation 612 Fall 2005

L. Mohan 44

How to Get Soft Customer Data ?

1. Careful design of the form to collect data– Keep It Simple– Minimize Text Data– Use Check Boxes, Rating Scales

2. Train the Data Providers

3. Motivate the Data Providers– To get good quality data

Page 45: Crm Implementation 612 Fall 2005

L. Mohan 45

Data Management Issues

• Development of Relevant and Clear Data Definitions and Coding Standards

• Streamline Procedures for Data Collection and Flow :

– Eliminate unnecessary paperwork

– Ensure timeliness of data

• Assign responsibility and authority to a specific individual: The Data Administrator

– A demanding job for which appropriate rewards must be given

Page 46: Crm Implementation 612 Fall 2005

L. Mohan 46

Data Quality: The Cornerstone of CRM

Inaccurate and low-quality data costs US businesses $611 B each yearin bad mailings and staff overhead alone… More injurious than the unnecessary printing, postage and staffing costs is the slow but steady erosion of an organization’s credibility among customers and suppliers as well as its inability to make sound decisions based on accurate information.

Mission Statement of Cullen/Frost Bankers(an $8 B financial holding company in San Antonio,Texas)More than 98% of our company’s assets and those of our customers are managed by data and information – and less than 2% are in the form of cold hard cash. Just as we are careful and meticulous in managing cash and negotiables, we have a duty and obligation to exercise a high degree of care with the data that is the basis for customer relations and decision-making.

Source: The Data Warehousing Institute Report, 2001

Page 47: Crm Implementation 612 Fall 2005

L. Mohan 47

Data Cleansing- A Must When Creating the CIF

The Problem:CIF requires data from a disparate set of databases, located in various parts of

the enterprise containing data of varying ages collected from various sources and channels, and stored in a multitude of different architectures and platforms

Ex: Shell Exploration and Production took 7 months to map data from 27 data sources in a 450 GB data warehouse, using a tool from Kalido Ltd. Every system has its own internal set of codes. Going back and cleansing the data in those host systems wasn’t an option. It would have taken too much time and been too expensive. Corporate politics was not too bad because no single business unit lost control of its data. And now they all contribute to a greater understanding of the company as a whole. Once the concept was proved, we had pressure from the top to integrate other applications as well. They could see themselves what information they could now get and how powerful it is.Source: Computerworld, Apr. 15,2002

Page 48: Crm Implementation 612 Fall 2005

L. Mohan 48

“Cleaning House” – An Action Plan

1. Determine which types of information must be captured

Form a data mapping committee – but keep it small or risk never reaching agreement

2. Find mapping software that can harvest data from different sources such as legacy applications, PC files, HTML files, unstructured data sources and enterprise-wide systems (ERP)

3. Start with a high payoff project inside a business unit that is a big revenue generator for the company - you will get the cost justification for the buy-in from the top

4. Create an ongoing process for data hygiene - to keep the data clean.

Page 49: Crm Implementation 612 Fall 2005

L. Mohan 49

Good data quality does not drive value in and of itself but it is the means to achieve high-value benefits. Although data quality maintenance is not the front-facing functional module in a CRM project, it is a necessity to get value from the CRM investment.

Extracting, Transforming & Cleansing Customer Data- 80% of Firms Underestimate Time & Resources*

Example:

Problem: Poor quality of customer master data in the ERP system of a manufacturer - a subset of large customers was

labeled with an incorrect industry classification code.

Result: Overlooked in market segmentation analysis performed by the Marketing dept. - this customer segment received no promotions, which would have generated an

estimated $ 5M in revenue within one year.

* Source: Gartner Viewpoint, Nov.29, 2001

Page 50: Crm Implementation 612 Fall 2005

L. Mohan 50

The Politics of Data- Most Vexing Problem

Information = Power

Who has access to What Data ?

The politics of competition within the company is a real obstacle to developing a

common, shared CRM database.

Page 51: Crm Implementation 612 Fall 2005

L. Mohan 51

Process Change Is Another Hurdle

Employees, especially touch-point personnel, have

to change the way they work– how they collect data from customers– quality of the data collected– how to customize the products and services offered to the

customers

Big roadblock for CRM implementation– Why should a sales rep record details of his customer contacts

because it doesn’t help him sell more? He sees it as filling out forms just for the sake of filling out forms.

Page 52: Crm Implementation 612 Fall 2005

L. Mohan 52

No. 1 Implementation Problem:Resistance to Change

• Change in Process Typically Results in:– Changes in peoples’ jobs– Changes in required skills

• Most Important:– Must consider what people think, what they believe is

important and what motivates them– Align these with the new processes– May require changes in measurement and reward

systems

Page 53: Crm Implementation 612 Fall 2005

L. Mohan 53

One Key to Sell Change

• Get key people involved– Buy-in from opinion leaders would persuade others– Better to get criticism from the inside, than

resistance from the outside– Let them take some ownership of the project

• Participation creates a feeling of control Instead of “them” doing it to “you”, “we” are all

doing it together

Page 54: Crm Implementation 612 Fall 2005

L. Mohan 54

Managing Change

A very useful framework for thinking about the change process is problem solving. Managing change is seen as a matter of moving from one state to another, specifically, from the problem state to the solved state in a planned, orderly fashion.

The Lewin-Schein Model of Change

Unfreezing Moving Refreezing

Page 55: Crm Implementation 612 Fall 2005

L. Mohan 55

People Issues

• Levi Strauss– Time to fill orders too long– Embarked on BPR project

Reduced time from 3 weeks to 3 days• BUT….

– Created extreme turmoil by demanding that 4,000 workers re-apply for their jobs as part of a reorganization into process groups

– BPR project timetable stretched to 2-years– Had to make repeated promises for “no layoffs”– Spent an extra $14 million for a 2- year “education” effort to “calm”

employeesWSJ Nov.26,1996

Page 56: Crm Implementation 612 Fall 2005

L. Mohan 56

Hammer Acknowledges….

• Expanded BPR three-day “basic training class” to five– Two more days for “people issues”

•...Reengineering forgot about people.

I wasn’t smart enough about that. I was reflecting my engineering background and was insufficiently appreciative of the human dimension. I’ve learned this is critical.

Page 57: Crm Implementation 612 Fall 2005

L. Mohan 57

CRM is Risky Business

ERP : Focus on Internal Processes– Resides behind the corporate curtain

CRM : Designed for Customer Interaction– Every system glitch is in your customer’s full view

As much as CRM promises to improve customer relations and increase revenues, there is the potential for disaster. “Your website has to be friendly . . . Should not confuse visitors . . or, people will not come back.”

Page 58: Crm Implementation 612 Fall 2005

L. Mohan 58

CRM from Scratch- Dell, Cisco, Staples, Kraft . . .

CRM is still a new market space– relative immaturity of vendors

CIO’s leery of sinking millions of dollars into unproven technologyYou have the cost, the ongoing maintenance, the implementation - that’s just to get you started.When you upgrade to the next version, there can be considerable cost in that as well. (Kraft CIO)

You control the evolution of CRM in line with customer needs, using the company’s business processes and customer data, without having to rely on upgrades or services from a vendor

Page 59: Crm Implementation 612 Fall 2005

L. Mohan 59

Why Build ?- One reason : Lack of Integration

CRM packages do not offer adequate tools

for integration with back-office applications, e.g., ERP– Critical data has to easily flow back and forth between

ERP and CRM Systems– Otherwise, difficult to create customer profiles with

information on shipment performance and customer spending habits

The vendors sell you the package, but they fail to tell you what can and can't happen with that software.

(CIO Magazine, August 15, 2000)

Page 60: Crm Implementation 612 Fall 2005

L. Mohan 60

Greatest Drawback- Adapting Package to Customer Relationships

Tailoring software to entice customer loyalty can be far more challenging than developing process software.

In finance, a company is legally bound to create reports in certain ways. It’s a science. In CRM, there are absolutely no rules. What’s the best way to keep a customer happy and loyal ? There is no best way. It’s an art.

(CIO Magazine, August 15, 2000)

Page 61: Crm Implementation 612 Fall 2005

L. Mohan 61

Why Dell Chose to Build- Premier Pages for Business Customers

– Adapted its own customer-related best practices in its CRM software . . . a competitive advantage

Vendors are trying to understand how you develop systems and set up customer relationships. Dell has been doing both for 16 years. (Dell CIO)

– Technology challenges took a back seat to the challenge of breeding acceptance of the system to target users - customers and sales people, who are not technology professionals. . . Hence, had to develop self-managing, simple tools

Page 62: Crm Implementation 612 Fall 2005

L. Mohan 62

Dell Controls Its Destiny!

We’ve made the user experience on the Premier Pages very consistent. As we have added functionality, Customers have not had to learn new things. (Dell CIO)

– Because Dell built the system, it is Internet-based and linked to Dell’s back-end system; And, Dell controls its evolution in line with users’ needs.

Page 63: Crm Implementation 612 Fall 2005

L. Mohan 63

Factors To Consider in “Buy” Decision- When “Build” is Not Feasible

CRM package should not have to scrap legacy systems Customer-centric design

– Many early CRM systems were designed with employees in mind, but customers are the real target

– Ease of use and efficiency are critical.As you Web-enable those CRM applications, you’re asking customers to do business the way employees do business. If you satisfy the customer and move to the Net, your cost of doing business will go down. (Cisco CIO)

Open Data Standards in CRM software– To enable Web development and integration process– Vendors willing to enter into a contract to provide services for ironing

out glitches in the system

Page 64: Crm Implementation 612 Fall 2005

L. Mohan 64

CRM Software: “For a Song”

Low-cost, easy-to-implement CRM packages tailored for small and medium size business have matured.

Example: SalesLogix from Interact Commerce in Scottsdale, Arizona.- Less than $50,000 for 20 users- Provides common CRM capabilities like lead generation and management, deal

tracking, and customer support- Its SFA tool, ACT, used for a long time by sales reps - can buy it in a store for $200

Departments in big companies also often turn to economical CRM packages as a stop-gap measure while they wait for completion of enterprise-wide initiatives, which take years to implement.

No packages (even Siebel) can cover the broad range of CRM tasks, at the best of breed level. Hence, define your company’s CRM priorities and find the package that dovetails with your requirements.

Page 65: Crm Implementation 612 Fall 2005

L. Mohan 65

An Alternative: Outsource - Use an Application Service Provider (ASP)

Hosted CRM offering from Siebel, Oracle, PeopleSoft, …- Directly or through hosting partners like Corio, US internetworking, …- Must typically license the software (like for an internal deployment)- A combination of per-user and support costs to the ASP- Extra for software customization- Savings: Internal cost of application management and support- Aberdeen Report (2001)

- 44% savings in Year 1; 15% in Year 2 based on average per-user cost of over $12,000 in Year 1 And over $5,000 in Year 2 for internally deployed CRM

Larger companies are still reluctant to let the family jewels - critical customer information - out of their sight. They are also concerned about the long-term stability of CRM ASPs. And finally, they are critical of the lack of customization available from some offerings.

Source: eweek, Feb 25,2002

Page 66: Crm Implementation 612 Fall 2005

L. Mohan 66

Subscription Service ASPs- A Flat Per-User, Per Month Fee: $50 - $125

- Compared to typical annual cost of $5,000 per user Plus hardware and support - Total Cost: $15,000

Built from the ground up to to be both different and economical:- Relies on a “multi-tenant” architecture with a single application

… much less overhead than multi-user application- High-level configuration tools instead of customization though programming

… changing source code is not supported- Frequent, incremental improvement

… with only one version to support, developing and distributing upgrades that benefit the whole customer base takes much less time and effort

- Low costs and aggressive pricing … ability to host more users with a standard application lowers overhead costs, and savings can be passed on to the customer

- Offer products strictly as services, with no licensing option … savings from lower organizational headcount can be passed on too

- Consolidated services at a single point … provide highly trained staff and the latest in security and communication technology

Page 67: Crm Implementation 612 Fall 2005

L. Mohan 67

The Market Leader: Salesforce.com

Revenue: 425 M. in 2002; $50 M. in 2001 Customers: 3.800; Deployed Seats: 56,000 (Source: Aberdeen Group, March 2002)

Launched in 1999 with Web-based SFA service- $50 per user, per month- Trial allowing the first 5 users free for 12 months … A No-Risk Guarantee

“If they try it and don’t like it, they can just take their data back.”.- Expanded in March 2001 to include full CRM functionality:

Marketing Automation and Customer Support Management Launched Enterprise Edition in Feb. 2002

- Added customization and integration features to close the functionality gap between Salesforce.com and enterprise CRM systems

E-Business Suite to be out in late 2002- Limited ERP functions, including order, invoice and contract management

Our five-year vision is to offer everything that SAP or Oracle or PeopleSoft offers, but as an online service. CEO Marc Benioff (who left Oracle in 1999), Computerworld, Feb 19,2002

Page 68: Crm Implementation 612 Fall 2005

L. Mohan 68

Example: An Investment Bank in San Francisco- Putnam Lovell Securities Inc

- Started with Salesforce’s SFA services in October 2000 for 150 employeesWe looked at Siebel, which would have cost us several million dollars; Onyx and Pivotal would have cost about half a million. Salesforce.com came out to $80,000 (VP of Technology)

- Other aspects of Salesforce’s services were also a plus.

You miss out on the customization features of traditional enterprise applications, but you get Internet service functionality. They upgrade every three months or so and you get the upgrade immediately … It can be very painful and expensive to upgrade on the traditional enterprise systems.

Source: Computerworld, Mar.6, 2001

Page 69: Crm Implementation 612 Fall 2005

L. Mohan 69

CRM Systems: Rent or Buy?

CRM Subscription Services

+ Offer rapid deployment

+ Provide some customization and integration options

- Allow less control over data location and privacy

Licensed CRM Software

+ Is highly customizable

+ Integrates more tightly with other applications

+ Offers complete control over locally housed application servers and data

- Requires more time to deploy

Page 70: Crm Implementation 612 Fall 2005

L. Mohan 70

Major Reasons Why CRM Fails1. Data is ignored– At its core, CRM is about data

- customers, products, inventory...– Huge amounts of data must be in the right place in the right format– Must have a detailed understanding of the quality of the data

… how to clean it up… how to keep it clean… where to source it… what third-party data is required

Good data is an imperative for CRM investments to pay off

Action Item:– Must have a Data Quality Strategy– Devote one-half of the total time-line of the CRM project to define data elements

and data cleansing

Page 71: Crm Implementation 612 Fall 2005

L. Mohan 71

Major Reasons Why CRM Fails

2. Politics rules– Every business unit in the organization believes it “owns” the customer– Will not hence share data or support other unitsAction Item:– Formulate CRM strategy at the enterprise level– Appoint a senior manager to oversee cross-departmental CRM

3. A flawed process is automated– Customer-related processes in most organizations are flawed because of years of minor

corrections and neglect of customers’ demands– Automating a flawed process makes it run faster - a real danger because the enterprise can

more quickly and efficiently anger its customersAction Item:– Use CRM as a springboard to examine all customer-related processes– Remove those that are not needed; rework those that IT impacts

Page 72: Crm Implementation 612 Fall 2005

L. Mohan 72

Major Reasons Why CRM Fails

4. No attention is paid to skill sets– It is not enough to install CRM software - you have to train

and persuade employees to use it– All the money in the world can’t save a CRM project if

employee training for using the new tools is shortchangedAction Item:– Educate employees on the benefits of the CRM initiative– Train them to use the tools to communicate with the users

more effectivelyRule of thumb: For each dollar spent on software, $1.50 should be spent on training

Page 73: Crm Implementation 612 Fall 2005

L. Mohan 73

Major Reasons Why CRM Fails

5. Aim of the CRM plan: a “comprehensive” solution– Project scope is too vast– “Big Bang” implementation has high risk of failureAction Item:– Start small and get early wins– Necessary for executive buy-in for funding support

6. “What’s In It For Me?” question is not addressed– Employee buy-in for CRM is criticalAction Item:– Explore ways for CRM to enrich the jobs of employees– Institute performance measurement system that is aligned to CRM goals - it should

drive the reward system: What gets measured and rewarded gets done!

Page 74: Crm Implementation 612 Fall 2005

L. Mohan 74

Technology is NOT the Solution Place more emphasis on :

CRM Execution vs.CRM Infrastructure

Do Your Homework !– Identify High-Value Customers & Invest CRM on them– Pilot Test

. . . Measure returns

. . . Proof-of-concept

. . . Top Management buy-in

Pay Heed to Non-IT Hurdles– Getting Right Data– Organizational Barriers– Performance Measurement & Reward Systems

Page 75: Crm Implementation 612 Fall 2005

L. Mohan 75

First, Get the Process Right

We did not begin by specifically looking for an enterprise-wide CRM solution. The company was looking for ways to address the greatest problem we see in financial services: retention of assets (customer money invested). We determined that CRM is one of the significant steps in solving this critical business problem.

– P. Dhore, EVP of Dreyfus Service Corp.

Source: Mining the Value of Data: A CFO Perspective, CFO Research Services, August 2002

Page 76: Crm Implementation 612 Fall 2005

L. Mohan 76

Connect All the Dots…

1. Identify the business problem

2. Set specific goals to address the problem

3. Develop the strategy to achieve these goals, incorporating all relevant groups and processes

4. Implement in a series of small steps to get value

We derive more long-term value by trying to hit singles instead of home-runs.

Page 77: Crm Implementation 612 Fall 2005

L. Mohan 77

Low Risk Approach To Build CRM System

- Works Especially When IT Budgets Get Slashed

Break it into smaller modules

with a clearly defined benefit for each

Pick the first module with significance

for proof-of-concept and top management buy-in

Phased implementation will harvest benefits

to provide incentives for continuing the CRM project

Best Way To Build a Big System

- Not to Build It…..Let It Evolve

Page 78: Crm Implementation 612 Fall 2005

L. Mohan 78

Implementing Small Pieces of CRM

That Matter to Customers Soon…...

…Is Better Than a Massive CRM Rollout That Takes Two Years or More to Implement and Pay Off

- Divide long project into blocks of say, 6 months, that will yield benefits independently

Examples Improve your automated voice-response so that customers don’t hate them as

much and press zero! Add/improve self-service features to your Website Provide more customer data to call center operators so they can solve customer

problems on the first call Improve the integration between your billing system and the customer’s ordering

system to make selling smoother

Page 79: Crm Implementation 612 Fall 2005

L. Mohan 79

“Small is Beautiful” Works…..

…When accurate customer data, advanced IT systems and marketing experts are in short supply

For example: Emerging Markets; Small and Medium Enterprises

Problem: Mistaken Notion About CRM Systems All relevant data must be captured in an integrated data base

The data should be accurate

Only the IT-heavy deluxe CRM system will do

You need sophisticated analytical and marketing skills to get good results

Page 80: Crm Implementation 612 Fall 2005

L. Mohan 80

A Pragmatic Approach

1. Determine the profitability of your customers

2. Identify the critical “pain points” in your current relationships with these customers

3. Limit the project to the top customers (“80:20” Rule)

4. Create an integrated data base with metrics that matter about customers – Resist the 360-degree customer view … results in too much data of too little consequence

5. Clean the data to get “satisficing” (or good enough) accuracy

6. Analyze the data to get insights into how you can improve the relationships with these customers

7. Develop a plan of action for each customer AND implement it

Page 81: Crm Implementation 612 Fall 2005

L. Mohan 81

The CRM Implementation Team- Some Do’s and Don'ts

1. Get Two Project Managers- One from the business side and one from IT

2. IT Project Manager must be an adept dotted-line manager- Since most team members will not be direct reports

3. IT Staff MUST include:- Members with IT background PLUS business knowledge AND ability to communicate with non-technical people in simple English- Enough knowledge of “T” to be able to liaise effectively with, and translate business requirements to, the “T” experts- Also, need the business savvy to be able to tell users when something they ask for is not feasible

4. Collaboration with Marketing, Sales and Service Depts. - A MUST- Traditionally IT has been totally disconnected from Customer-facing depts. because of IT’s narrow focus on Finance and Operations