The Seattle Mariners implemented a CRM system from Onyx to integrate their 13 disconnected databases and improve customer service. Their main goal was to increase customer retention by making it easier to service existing season ticket holders and sponsors. The Onyx system allowed the Mariners to better understand customer needs and strengthen relationships through a more centralized view of customer information.
2. 2
What Is CRM?
A strategy used to understand a customer.
A process to gather and sort information.
Allows for better analysis of what a
customer needs in order to be satisfied.
Attempts to makes all information
available about a customer to all aspects
within a company.
“CRM is a paradigm shift in terms of what
you are focusing on.”
5. 5
History of CRM
Beginning unknown- concept has existed
since trade began
Resulted from increase in customer base
and individualization
A way to process mass amounts of
customer information
6. 6
Size of Spending
The median annual CRM budget runs over $1
million with an implementation time of four
years.
26% of united states businesses expect to be
spending $500,000 or more on CRM projects
over the next two years.
MIT Sloan Management Review, Larry Yu. Cambridge:Summer 2001. Vol 42 Iss 4 pg 18, www.Jupiter.com.. "What
We're Buying" www.cio.com viewev 10-12-03
7. 7
Size of Spending
In a 2001 survey,
spending levels on CRM
are forecasted to rise
from $9.7 billion in 2001
to $16.5 billion in 2006.
Other research shows
that spending could be as
great as $30.6 billion by
2005.
MIT Sloan Management Review, Larry Yu. Cambridge:Summer 2001. Vol 42 Iss 4 pg 18, www.Jupiter.com.. "What
We're Buying" www.cio.com viewev 10-12-03
“Watch out for CRM Hidden Costs” by A. Mello as seen on October 20, 2003 at
http://techupdate.zdnet.com/techupdate/stories/main/0,14179,2818263,00.html
8. 8
Spending by Region
North America: grew 5% in 2002
Europe: fell 22% in 2002
Asia: fell 15% in 2002
Gartner group-
• Predicts that market will fall 8% in 2003
• Predicts market will grow 5% annually from
2003-2007
www.4gartner.com Viewed November 2, 2003
9. 9
Market Leaders
Popular among most major industries.
Forecasted leaders (most CRM technology
spending):
Financial service companies-$5.4 billion in
2006.
Retail-$3.2 billion in 2006.
Telecommunications $2.9 billion in 2006.
10. 10
Benefits of CRM
1. Customer loyalty/increase in market
share
2. Increase in sales and profits
3. Greater frequency of sales, repeated
business/reordering, larger sales, higher
customer count and new customers
4. Marketing and promotion savings
“Report On Customer Relationship Management.” www.lexisnexis.com March 2003, Viewed October 18, 2003.
11. 11
Benefits Cont.
5. Fewer complaints, more complaints
resolved
6. Customers remaining with the
organization
7. Positive customer response
8. Differentiation
9. Improved employee morale and
productivity
“Report On Customer Relationship Management.” www.lexisnexis.com March 2003, Viewed October 18, 2003.
12. 12
Benefits Cont.
10. Improved employees relationships
11. Fewer employee grievances, less
absenteeism and less tardiness
12. Less employee turnover
“Report On Customer Relationship Management.” www.lexisnexis.com March 2003, Viewed October 18, 2003.
13. 13
CRM Yields
“It costs 6-7 times
more to acquire a
new customer than to
retain an existing
one.” Harvard
Business Review
14. 14
Just How Much Information Is
Held in CRM Packages?
“Online customer service contacts will
grow from 870 million in 2001 to 4.7
billion in 2006”
This is a predicted jump of 3.83 billion
contacts in a mere 5 years! (Keep in mind
the multiple channels of information for
each customer.)
www.4gartner.com Viewed November 2, 2003
15. 15
How Does Information Enter an
Organization?
Many organizations have various ways to
gather customer information:
Telephone
Fax
Web
Other
Personal contact
16. 16
What Must Be Done With All the
Information?
Sort information for relevance
All relevant information must be included
when implementing CRM
Any irrelevant information must be
excluded when implementing CRM in
order to reduce costs and time efforts
17. 17
What Information is Relevant?
Customer information must sorted through and
organized. The question must be asked of what
information is valuable and what is useless.
Useful information:
Responses to surveys/campaigns.
Purchase dates.
Shipping dates.
Demographic data.
Web sales data.
18. 18
Types of Customer Information
Descriptive Behavioral Contextual
Purpose
Understand
Customer
Understand
customer's behavior
Understand
behavioral drivers
Examples
Contact, Size,
Socioeconomic,
demographics
Purchases, uses,
communication,
lifestyle
satisfaction,
events, competitor
actions, attitudes
Sources
Operational systems,
external data
sources
Internal systems,
loyalty schemes,
external data sources
News feeds,
employees, market
research
Strengths
Readily available
Personalizes to
company
Relevant to
customer
Weaknesses Low differentiation,
data privacy
Data overload,
system intergration
complexity
Difficult to gather
and structure into
system
Key to Success Accuracy Completeness Creativity
19. 19
What Is a Main Goal of CRM?
To understand customers for “profitable
cross-channel customer relationships.”
To attempt to improve customer relations
to increase customer retention.
To Gain insight into customer behavior
and answer what is valuable to them.
“Report On Customer Relationship Management.” www.lexisnexis.com March 2003, Viewed October 18, 2003.
20. 20
Questions to Ask to Improve
Customer Relationships?
1. About What do customers care most & what
do they want in the future?
2. What will happen if we only provide
“mediocre” service?
3. How do we value customer relationships?
4. How can we improve our customer retention
and satisfaction?
5. What will the future bring to customer service?
“Report On Customer Relationship Management.” www.lexisnexis.com March 2003, Viewed October 18, 2003.
21. 21
Implementation
Must be more than a financial investment
Keys to successful implementation:
Do it incrementally
Scalable architecture
Be prepared technologically
Have adequate manpower for the amount of
incoming data
24. 24
CRM Applications Cont.
Sales-allows salespersons access to company
database and resources
Marketing-allows centralization of focus on
current marketing techniques and markets
Customer service-management of different
customer touch points
Document management-way to keep and
maintain records in a way that can be access
quickly
25. 25
Vendors
Specialized Vendors
Firstwave- first company to offer totally
web-based CRM solution-packaged or ASP
TechExcel- only CRM solution designed for
software and product development
companies (packaged)
Knowledge concepts- Firmworks,
accounting software specific
26. 26
CRM: NOT Primarily Technological
54% of CRM spending levels is attributable to
technology components.
Quote from Judith Kincaid, author of Customer
Relationship Management: Getting it Right!”
“CRM is not just buying a piece of software to automate
some of your current processes and then plugging it in .
If it were that easy, more companies would have had
CRM success already.”
“CRM is no silver bullet. CRM program success is achieved
by completing small, focused projects that add up to a
big victory over the long run.”
“Report On Customer Relationship Management.” www.lexisnexis.com March 2003, Viewed October 18, 2003.
27. 27
Reasons for Failure
A recent survey from business intelligence
quotes success rates for CRM implementation as
around 10%.
Reasons:
Lack of communication between users.
Incomplete picture.
Inability to adapt to newer technology.
Managements limited understanding, poor planning or
lack of skills.
Company politics, inertia and budget constraints.
29. 29
Company Background
Founded: 1935
Headquarters: New York
Employees: 6,500, plus 1,800 independent
brokers
Customers: 29,000 corporate customers,
representing 4.8 million individual
customers
Revenues (2001): $4.3 billion
30. 30
Company Background
Serves the 28 eastern and southeastern
counties of New York State and 10
contiguous counties in New Jersey and
Connecticut
Empire is the largest health insurance
provider in New York
31. 31
Before 2000
Paper-based sales process
Customer had no contact with Empire and
vice versa
Broker could not generate quote or
process paperwork
Empire could not verify information with
customer
33. 33
Application Process Problems
Paper-based: long (about 27 days)
Delay–filled sales process
Often difficult to make changes to plans
Outdated enrollment forms when plans were
revised
Brokers were dependent on Empire relations
staff, who were available during business hours
only.
34. 34
“We had 33 redundancy audit checks-
where we go over information to make
sure it’s correct. We had created this
nightmare.”
-Steven Bell, Vice President of E-Business
Operations, Empire Blue Cross and Blue
Shield
35. 35
Implementation of CRM
In 1999 a team sat down and tracked the
process
Cut the essential steps from 80 to 40
Off the shelf CRM product not enough
Integration with current legacy
mainframes
Outsourcing: Firepond of Waltham, Mass
Close cooperation with in-house IT
department
36. 36
Empire’s Broker Services
Application
Live in October of 2000
Includes quote engine and proposal
configurator
Password protected
Broker can go online to create custom
proposals, pull information together about
plan options, and print information specific
to the customer’s specifications
37. 37
Broker can enroll new accounts
Agents can maintain customer information
online
24 hr access
Process now only took 2-3 days
38. 38
Updates since 2000
New service was developed in-house
Additional sites were added: “Blue Tools”
Employers can now enroll employees
Individual members can now access and update
personal data, check claims status and request
ID cards
Brokers can now service their accounts online
Physicians can now check patient eligibility,
submit claims, and check co-payments and
deductibles online
41. 41
Conclusion
CRM is a tool to focus on your customers’ needs.
Empire Blue Cross and Blue Shield uses CRM
technology to facilitate the sales process of
health insurance coverage.
With this technology, Empire makes it easier for
brokers, employers, individual members and
physicians to come together in a 24 hr, easy to
use environment.
43. "Onyx Helps Build Fan and
Sponser Loyalty for the Seattle
Mariners" 43
Seattle Mariners
Established in 1977
Defeated New York Yankees in 1995 Playoffs
Started to increase fan support
Opened Safeco Field
Record-tying 116 wins in 2001
2002 Sales (mil.) $167.0
Most profitable team in the Major League
Highest attendance in the American League
(3.4million)
44. "Mike Rogoway, Knowledge Base" 44
Successful Problems?
Increase in fan support highlighted inadequacies
in their IT technology
As sales increased the lack of integrated systems
hurt customer service
13 Disconnected databases
Most Alarming: An excel spreadsheet outlining
season ticket holders was maintained by the
secretary of the CEO.
Decision to implement a CRM system took place
in 2000
45. "Mike Rogoway, Knowledge Base" 45
Larry Witherspoon
Vice President of Technology
Responsible for food and ticketing
Responsible for implementation of a CRM
system
Currently enrolled in the MBA program at
the University of Washington
46. "John Hogan, www.crm.com" 46
Onyx to the Rescue
Larry Witherspoon: Mariners Vice President of
IT services
Selected Onyx Employee and Customer Portal
for CRM system
Systems were implemented in 12 weeks, just in
time for the 2001 season
Project was implemented in house by
Witherspoon and 4 other people
47. "Onyx Helps Build Fan and
Sponser Loyalty for the Seattle
Mariners" 47
Main Goal
Frances Traisman manager of customer
communications and senior account
executive said “Our main goal with the
Onyx system is customer retention,
because it is much easier to keep a
current season ticket holder or a 15-game
ticket holder than to go out and find a
new one.”
48. "Onyx Helps Build Fan and
Sponser Loyalty for the Seattle
Mariners" 48
Additional Comments by Traisman
Traisman continued “This is a business
based on passion more than anything. If
the fans feel disconnected from us and if
they don’t feel we care about them,
they’re not going to stay fans, and that
affects the bottom line.”
49. "Onyx Helps Build Fan and
Sponser Loyalty for the Seattle
Mariners" 49
CRM Functions
Automate customer service and support
activities
Manage season-ticket holder, suite, and
sponsorship sales
Target new and existing customers and sponsors
Perform market analysis and organize tailored
marketing promotions to specific customer
segments
Integrate ballpark operations into Onyx to
provide 360-degree information for total
customer satisfaction
50. "Onyx Helps Build Fan and
Sponser Loyalty for the Seattle
Mariners" 50
Applications of CRM Functions
Incident records serve as complaint forms
(i.e. broken seats)
Automated birthday announcements for
season ticket holders
Review concession stand locations and
plan future locations
Tracking based on Compass Club Members
card
51. "John Hogan, www.crm.com" 51
Surprising Results
Most surprising result: “The number 1
complaint of the first home stand?
Sauerkraut. No sauerkraut. I was
amazed…Now (with CRM) you can identify a
trend and you can correct it quickly.” Larry
Witherspoon
52. "www.hoovers.com" 52
Ticket Sales
1998 2.64 Million (5th in
AL)
1999 2.92 Million (4th in
the AL)
2000 3.15 Million (4th in
the AL)
2001 3.51 Million (led AL)
2002 3.54 Million (led AL)
0
0.5
1
1.5
2
2.5
3
3.5
4
1998 1999 2000 2001 2002
53. "John Hogan, www.crm.com" 53
Return on Investment
System cost $500,000
ROI was not as important as building
customer loyalty
“Success will be seen when performance
on the field decreases and customers
remain loyal.” –Witherspoon
Potential Revenue increase of $10 million
per year due to an 8% increase in season
ticket revenue
Limited growth due to number of seats in
the stadium (47,116)
54. "Howard Baldwin, Customer Care
for Smaller Businesses" 54
Customer Service Improvement
“By using a CRM system to
track complaints, the
organization noticed patterns
and addressed them.
Concession complaints, for
instance, dropped by 80%
between 2001 and 2002.”-
Witherspoon
55. "Mike Rogoway, Knowledge Base" 55
Why will this be successful?
Relatively small number of variables
compared to many CRM projects
“They only have 20 pieces of information
about a single customer, we’ve got
hundreds and hundreds.” –Kelsey
Corcoran (Verizon Wireless CRM Manager)
More uniform sample- Baseball fans
56. "John Cook, Technology in the
Ballpark? Of course, it's Seattle" 56
Future of CRM in Seattle
Implementing predictive modeling in
limited CRM programs
Designed to highlight seasonal buying
patterns in merchandise and concession
sales.
Goal: To reduce costs buy lowering
inventory while avoiding stock-outs
58. 58
RBC FINANCIAL GROUP
- Canada’s Largest Bank
- Five major business lines:
1. RBC Royal Bank
(personal & commercial banking)
2. RBC Insurance
3. RBC Investments
(wealth management)
4. RBC Capital Markets
(corporate & investment banking)
5. RBC Global Services
(transaction processing)
Source: www.rbc.com
59. 59
RBC FINANCIAL GROUP
- $270 billion in assets*
- 23 million retail accounts
- 700 products
- 58,000 employees
- 10 million clients throughout the world
(incl. personal, commercial, corporate, & public sector)
* Financial data for RBC Financial Group reported in Canadian Dollars as of 2001
Source: “Customer Profitability and Customer Relationship Management at RBC Financial Group,” Harvard Business School # 1-102-072
prepared by Research Associate Lisa Brem under the supervision of Professor V.G. Narayanan
60. 60
RBC FINANCIAL GROUP
This business line includes:
- 50% of RBC’s cash net income
- Over 1,300 branches
- 4,800 ABMs (ATMs)
- 87,250 POS terminals
- 1.4 million online banking customers
- 2 million telephone banking customers
- International network of 300 offices in
30 countries
RBC ROYAL BANK
Source: “Customer Profitability and Customer Relationship Management at RBC Financial Group,” Harvard Business School # 1-102-072
prepared by Research Associate Lisa Brem under the supervision of Professor V.G. Narayanan
61. 61
RBC FINANCIAL GROUP
- Address
- Age
- Account balance(s)
- Company contacts
- Qualified service
level
CRM Goal:
Provide to personal bankers, upon demand, all
contacts, transactions, accounts, & interactions
with a customer.
- Current & future
profitability
- Current products
- Target products
- Reaction to direct
marketing
Source: “Customer Profitability and Customer Relationship Management at RBC Financial Group,” Harvard Business School # 1-102-072
prepared by Research Associate Lisa Brem under the supervision of Professor V.G. Narayanan
63. 63
RBC FINANCIAL GROUP
Implementation Timeline
Source: “Customer Profitability and Customer Relationship Management at RBC Financial Group,” Harvard Business School # 1-102-072
prepared by Research Associate Lisa Brem under the supervision of Professor V.G. Narayanan
McLaughlin
hired to
implement CRM;
oversees CRM
infrastructure,
Information
Management,
Internet
Banking, &
Privacy
1997 1998 1999 2000
Customer
Survey
creates a
platform
for CRM
Software
selection to
facilitate
CRM
CRM software and
practices continue
to be modified
based on internal
& external
customer
feedback
Information changes
focus to profitable
customers & how to
make unprofitable
customers into
profitable ones
64. 64
RBC FINANCIAL GROUP
Benefits to Bank & Customer
Before:
Conventional wisdom: key differentiator for
banks was a 24/7 call center and a branch on
every corner
After:
Most important to the customer was customer
intimacy, including trust, reassurance, a
feeling that the bank knows them,
understands their needs, recognizes who they
are and values their business
Source: “Customer Profitability and Customer Relationship Management at RBC Financial Group,” Harvard Business School # 1-102-072
prepared by Research Associate Lisa Brem under the supervision of Professor V.G. Narayanan
65. 65
Before:
Every branch had a different way to generate
sales leads, account managers were
responsible for creating their own lists.
Quality of lead list was based on quality of
manager’s query and when you had time to
stop by the appropriate department.
After:
Centralized and standardized sales leads
customized by interest of customers in a sub-
segment, reminders for sales managers to call
and offer products
Source: “Customer Profitability and Customer Relationship Management at RBC Financial Group,” Harvard Business School # 1-102-072
prepared by Research Associate Lisa Brem under the supervision of Professor V.G. Narayanan
RBC FINANCIAL GROUP
Benefits to Bank & Customer
66. 66
Before:
Product and functional silos; corporate
processes were executed more from
consensus and conversations than a clear
road map.
After:
Bank determined a set of customer treatment
strategies—such as the decision to offer
pre-approved credit for credit lines—for
hundreds of micro-segments; ultimate
objective of one-to-one marketing.
Source: “Customer Profitability and Customer Relationship Management at RBC Financial Group,” Harvard Business School # 1-102-072
prepared by Research Associate Lisa Brem under the supervision of Professor V.G. Narayanan
RBC FINANCIAL GROUP
Benefits to Bank & Customer
67. 67
Before:
Customer Profitability Measurement:
A- most profitable B- less profitable
C- not profitable or loss
Little consideration to future potential
After:
Customer segments: Key, Nexus, Prime
CPM changed by at least two deciles for 70%
due to more accurate spread information,
customer specific risk assessments,
transaction based fee and costs elements.
Invest in some sub-segments to nurture our
relationship with potentially profitable
customers, take losses in the short term.
Source: “Customer Profitability and Customer Relationship Management at RBC Financial Group,” Harvard Business School # 1-102-072
prepared by Research Associate Lisa Brem under the supervision of Professor V.G. Narayanan
RBC FINANCIAL GROUP
Benefits to Bank & Customer
68. 68
RBC FINANCIAL GROUP
CRM Initiatives
Source: “Customer Profitability and Customer Relationship Management at RBC Financial Group,” Harvard Business School # 1-102-072
prepared by Research Associate Lisa Brem under the supervision of Professor V.G. Narayanan
69. 69
RBC FINANCIAL GROUP
Net Income by Year
($million)
Source: www.rbc.com
1998 1999 2000 2001 2002
$1,772 $1,725
$2,208
$2,435
$2,898
70. 70
CRM and the customer
Improved customer service –no more “I
will connect you to someone who can help
you”
Easier to get the services I desire –”wow
they have sauerkraut!”
Easier access to my services through a
web-based CRM (Empire & RBC)
71. 71
"Consumers have, inherently, internally
contradictory desires -- [they want] to be
treated as individuals, to be treated
personally, and they desire relevance in all
commercial contacts with them," said
Harry Watkins, CRM research director at
Boston-based Aberdeen group. "They also
have reasonable paranoia concerning the
personal information that companies have;
[Information] that is required to deliver all
of that relevance."
CRM and Privacy
73. 73
CRM and Privacy
CRM collects personal information to
provide specialized services
Customers are increasingly worried about
what is being done with their personal
information
With new privacy laws, customers have to
be informed that data is being collected
74. 74
Future
Continues improvements in establishing
relationships with customers, but
implementation practices still problematic
Firms recognizing importance of database
building and customer data capturing
Increase in real time analysis of customer
behavior and what likely to buy
Chief customer officer
75. 75
Failure Rate
12% of CRM packages never go live
Only 16% of CRM projects actually
improve business performance in a
measurable way
CRM project risk the highest rates of
failure for companies (32% and 55% after
one year)
Only 21% improve customer satisfaction.
76. 76
Best Practices
CRM system needs to monitored and
continuously modified.
Align CRM system with corporate strategy.
Must be endorsed by company’s upper
management.
Collaboration across departments.
77. 77
Best Practices
Keep simple- varying levels of skills.
Vendor definition of success needs to
match that of company.
Set clear benchmarks to measure success.
Customer acquisition costs, conversion rates from
lookers to buyers, retention rate.