advertisement

Bi crm presentation - Using Business Intelligence to Improve Customer Relations

60 %
40 %
advertisement
Information about Bi crm presentation - Using Business Intelligence to Improve Customer...
Data & Analytics

Published on October 15, 2014

Author: VispiMunshi

Source: slideshare.net

Description

Using Business Intelligence to Improve Customer Relations
Vispi Munshi
CEO - ERP India
http://www.erp-india.org
vmunshi@erp-india.org
advertisement

1. Using Business Intelligence to Improve Customer Relations Vispi Munshi Founder - ERP India vmunshi@erp-india.com http://www.erp-india.com Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 1

2. Using Business Intelligence to Improve Customer Relations Today’s Agenda - Introduction - What is Customer Relationship Management (CRM) - Key CRM Functions - What is Business Intelligence - Data Analytics, Dashboards - Data Mining, Predictive Analytics - Examples of using BI in CRM - Blueprint of a Customer Intelligence System - Measuring Customer Relations performance, Scorecard - Conclusion, Q&A Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 2

3. Using Business Intelligence to Improve Customer Relations Ground Rules - Please turn mobile ringer to SILENT MODE - If you have to take a call, please leave the room and then start talking - Questions can be asked any time - Before asking question, raise your hand - No talking with each other - Disagreements allowed, but no disrespect - Timeframe awareness - Lets learn from each other and increase our knowledge Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 3

4. Using Business Intelligence to Improve Customer Relations Introductions - Full Name - Where do you work (Company/Consultant/Student etc) - Your job designation and responsibilities - Any BI tool you have already used? - Any CRM experience? - Expectation from this workshop Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 4

5. Using Business Intelligence to Improve Customer Relations What is Customer Relationship Management CRM is about identifying and acquiring new customers, and maintaining and enhancing relations with valued customers. Demand Creation Service Mgmt Customer Lead Generation Lead Mgnt Contracts Order Mgnt Quoting Opportunity Mgnt Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 5

6. Using Business Intelligence to Improve Customer Relations Key CRM functions - Demand Creation (Marketing Campaigns, Promotions) - Identify and Acquire customers (Sales Lead management) - Proposal/Quotation and Order processing - Order Management - Contract Management - Service Management - Sales Channel Management - Loyalty Programs - Surveys (for feedback) Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 6

7. Using Business Intelligence to Improve Customer Relations Identifying and Acquiring Customers Call Center Field Staff Your Web Site Partners External Sources Suspects Prospects Referral Leads Repeat SALE Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 7

8. Using Business Intelligence to Improve Customer Relations What is business intelligence? Business Intelligence is a term generally used to identify a class of Information System applications useful for supporting operational, tactical and strategic decision making of a organization. BI deals with producing (and presenting) Accurate, Relevant and Timely (ART) INFORMATION from integrated data. Not Accurate: Users loose faith in system Not Relevant: Users ignore the system Not Timely: Users find alternatives to the system Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 8

9. Using Business Intelligence to Improve Customer Relations Benefits - Sales Optimization - Cost Reduction, Planning and Budgeting - Inventory Optimization - Purchase Optimization - HR Optimization - Production / Manufacturing Optimization - Demand Forecasting - Market Competitive Analysis and Customer Relationship Optimization - Supply Chain (Sales and Distribution) Optimization - Most Important is ART Information to support all levels of Decision Making - Aim is to replace/reduce Excel based Analysis Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 9

10. Using Business Intelligence to Improve Customer Relations BI System Anatomy BACK-END Data Collection and Integration Tools Forecasting, Mining Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 10 ERP Ecomm CRM Files …. Data Mart PRESENTATION FRONT-END Analytics, Visualization, Dashboards, … DISTRIBUTION Alerts, Email, Mobile, Intranet ….

11. Using Business Intelligence to Improve Customer Relations Backend BI Tools: Used for collection, integration and consolidation of data from various sources. Intermediate BI Tools: Allows users to create forecasts and identify trends (data mining) from the data. Frontend BI Tools: Provides users with a interactive and intuitive interface to view the information generated. Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 11

12. Using Business Intelligence to Improve Customer Relations Data Analytics (New Age Decision Support Systems) - Based on multi-dimensional view of data (cubes) - Pivot Table demo - Features for drilling in and across data - Slicing and dicing of data - Graphics capabilities - Similar to Excel - Exception reporting - Data Analyst would use such tools and create Reports/Analysis/Graphs (objects) - These objects would be supplied to Executives using Dashboards, Alerts etc. Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 12

13. Using Business Intelligence to Improve Customer Relations Multi-dimensional Data Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 13

14. Using Business Intelligence to Improve Customer Relations Data Analytics Tools in Market High-end: Business Objects, OBIEE, Microstrategy, … Open Source: http://en.wikipedia.org/wiki/Business_intelligence_tools Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 14

15. Using Business Intelligence to Improve Customer Relations Dashboards and Alerts - Dashboards are collection of reports/analysis/graphs - Alerts are specific events that the system finds and sends a email/sms etc to the executive - Key Performance Indicators (KPI’s) can be set and linked to alerts - Linking across objects provides executive with ability to go through the generated information in a very intuitive manner Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 15

16. Using Business Intelligence to Improve Customer Relations Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 16

17. Using Business Intelligence to Improve Customer Relations Data Mining - Also known as KDD (Knowledge Discovery in Databases) - Involves use of large data sets - Involves uses of Statistical Methods, Database Systems and Artificial Intelligence - The objective is to discover patterns or knowledge from existing data - Involves four step process: Data Preparation (classification), Hypothesis (user provided guidance), Discovery (of knowledge) and Validation (of discovered knowledge against hypothesis) - Techniques: Classification, Clustering, Association Rules, Regression - High end tools: SPSS, SAS, … - Open Source: http://en.wikipedia.org/wiki/Data_mining Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 17

18. Using Business Intelligence to Improve Customer Relations Big Data - Very large datasets (peta bytes), which cannot be handled by regular database systems - Applications such as bio-informatics, space research, large banks, large ecommerce portals etc. require big data systems - Data mining requires big data systems to generate meaningful knowledge - Hadoop is a leader in this area Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 18

19. Using Business Intelligence to Improve Customer Relations Data Visualization - Presents a intuitive graphic representation of the data and generated knowledge - The visualization is a embedded feature in most Analytics and Mining tools Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 19

20. Using Business Intelligence to Improve Customer Relations Predictive Analytics - Combines Data Analytics and Statistical techniques to provide a interactive tool - encompasses a variety of statistical techniques from modeling, machine learning, and data mining that analyze current and historical facts to make predictions about future, or otherwise unknown, events - Recency, Frequency, Transaction Value, Demographics - Classification, Clustering, Association Rules, Regression - http://en.wikipedia.org/wiki/Predictive_analytics Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 20

21. Using Business Intelligence to Improve Customer Relations Case Study 1: Bank using Data Mining (decision tree classification technique) to predict credit risk Job Carpenter Engineer Doctor Income Income Income <30K >50K <40K >90K <50K >100K Bad Good Bad Good Bad Good Predicting credit risk of a person with the jobs specified. Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 21

22. Using Business Intelligence to Improve Customer Relations Case Study 2: Determining odd transactions using Clustering technique Clustering algorithms find groups of items that are similar. … It divides a data set so that records with similar content are in the same group, and groups are as different as possible from each other. Insurance frauds, manufacturing defects, Customer Extension …. Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 22

23. Using Business Intelligence to Improve Customer Relations Case Study 3: Market Basket Analysis using Association Rules • “An association algorithm creates rules that describe how often events have occurred together.” Example: When a customer buys a hammer, then 90% of the time they will buy nails. HIGH SUPPORT Example: When a customer buys a hanger set, then 3% of the time they will buy nails. LOW SUPPORT If SUPPORT between item pair is more than say 30% then the item pairs can be placed on same shelf. If SUPPORT between item pair is more than say 50% then they can be packaged together. Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 23

24. Using Business Intelligence to Improve Customer Relations More Ways to Improve Customer Relations - Customer Profitability Analysis: which customers to value? - Targeting Marketing Promotions: identifying suspects using data mining (clustering) - Ecommerce Site User behavior analysis: Make special offers to convert suspects to prospects and leads, depending on which pages of the site the suspect has visited - Call Center Log Analysis: identifying leads using data mining or predictive analysis - Customer Retention: identify potential leads, renewal offers - Customer Relation Extension: identify potential leads based on service records Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 24

25. Using Business Intelligence to Improve Customer Relations Customer Intelligence System BACK-END Data Collection and Integration Tools ERP, CRM Industry data Sales …. Customer Data Mart Demand Creation Acquisition Lead Closing Retention Relation Extension Relation Recovery Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 25

26. Using Business Intelligence to Improve Customer Relations Measuring CRM Performance: Customer Relation Scorecard New Relations: 5678, 7% Acquisition Cost: 2500/- Lead Closing %: 34% Renewal %: 77% Extended Relations: 345, 1.3M Recovered Relations: 45 Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 26

27. Using Business Intelligence to Improve Customer Relations Conclusion Q&A Thank You vmunshi@erp-india.com 98250 11489 Proprietary and Confidential © ERP India – Vispi Munshi – erp-india.org 27

Add a comment

Related presentations

Research/ Dissertation on “How online selling has changed the marketing perspectiv...

مشروع قانون يتعلق بالقضاء على كل أشكال العنف ضد المرأة

Remedial geo

Remedial geo

November 6, 2014

nnn

This brief examines 2013 demographic data recently released by the U.S. Census Bur...

Introduction into Big data

Introduction into Big data

October 22, 2014

This presentation shows you the advantages and the importance of Big Data in these...

Info om powerpoint

Info om powerpoint

November 10, 2014

Powerpoint

Related pages

Customer Relations | LinkedIn

Current Group Customer Relations Management Manager at Zubair Automotive Group llc, Customer Relations Management Manager at Dhofar Automotive,...
Read more

Business Intelligence - Fujitsu

Business Intelligence (BI) ... including customer relations, markets, ... Interactively, using presentation material, ...
Read more

Oracle Business Analytics: BI Applications on Oracle ...

Oracle Business Analytics: ... BI = Business Intelligence . CRM = Customer Relations Management .
Read more

CRM Customer Relationship Management

... to improve customer ... BI… (Business Intelligence) CRM is closely related to business intelligence because both methods involve using ...
Read more

What is Business Intelligence (BI)? | AP Institute

Business Intelligence. Business intelligence, or BI ... turn insights into customer and business ... that used BI effectively to improve ...
Read more

Customer Relationship Management (CRM) Systems | Microsoft ...

What is Microsoft Dynamics CRM? Microsoft Dynamics CRM is our customer relationship management (CRM) solution that enables companies to market smarter ...
Read more

Can you give me one example of Business Intelligence ...

Can you give me one example of Business Intelligence? ... Data mining is about using computer ... can use BI in many different ways to improve ...
Read more

Definition - www.smartcrm.com

BI Definition: BI is the abbreviation of “Business Intelligence”. ... They are intended to improve relations with customers and suppliers and optimize ...
Read more