1 TECNOLOGIA AL SERVICIO DEL CRM

2 The Internet continues to grow in importance among North Americans Over 79% of US adults are now using the internet, with 44% of adults using the internet everyday. Why everyday? More adults rely on the internet as a key source of information. 45% of internet users claim the internet has helped them make major decisions with almost 40% claiming the internet plays a crucial role. [its beyond shopping] Why turn to the internet for decision making? Internet users cite the ability of the internet to connect other people for advise or sharing valuable experience as one the key reasons for turning to the net. Source: E-marketer http://http://207.21.232.103/pdfs/PIP_Major%20Moments_2006.pdfhttp://http://207.21.232.103/pdfs/PIP_Major%20Moments_2006.pdf

3 Porque es Web 2.0 crucial para la función CRM empresarial ?

4 Home broadband adoption grows, establishing more opportunities for rich marketing. Home broadband adoption is up 40% over 2005, in part fueled by the increase in Internet penetration (73%). US adoption is at 44% of total households, and Canadian adoption leading with an impressive 59% adoption rate. Broadband households spend 31% more online than dial-up hh. They are also more affluent, and more likely to shop, bank and research online than dial-up. Sources: 40% growth, 44% US adoption - Pew “Home Broadband Adoption”, Pew Internet & American Life Project, May 2006 Forrester, “The State of Consumers and Technology”: Benchmark 2005”, July 2005 E*marketer, “Internet marketing Fundamentals” chart, May 2006

5 Como estamos hoy en la región ?...

6 Acceso a Internet El total de suscriptores fijos y móviles con acceso a Internet en Colombia aumentó 8 % en el tercer trimestre, llegando a 2.966.776 a septiembre de 2009 A septiembre de 2009 se estima que cerca del 46,2% de la población Colombiana es usuaria de Internet con 20,788,818 usuarios (incluye usuarios residenciales, corporativos y centros colectivos) Los accesos dedicados fijos aumentaron un 2,9% mientras que los accesos móviles por suscripcion se incrementaron en 45,2 %. El 88,16% de los accesos dedicados fijos son considerados banda ancha Según la Comisión de Regulación de Comunicaciones –CRC- en el Informe de Conectividad correspondiente al tercer trimestre de 2009.

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14 Mas información http://www.internetworldstats.com http://www.crcom.gov.co

15 There are dramatic differences between generations & genders in internet usage The influential youth Log on more often, do more online Heavy content creators A whole new level of multitasking Small wallet, *huge* influence on parental spend Communicate differently, e.g. “intimate” is a text msg, e-mail is a way to talk to ‘adults’ Wired Gen X/Baby Boomer Overwhelmed, stressed, time starved Strong gender differences – men want details, women want ease of use, triggered by promo Internet used for major decisions Sources:  Pew “Teens and Technology”, July 2005  Dillon’s Consumer Electronic & College Consumer Profiling Research

16 Consumidores están comprando, trabajando y socializando en linea más que nunca antes – consumidores están empujando el crecimiento web 2.0

17 El gasto en publicidad y en promociones en la Web se está incrementando Dramaticamente y canibalizando otros canales de comunicación

18 Inversión en Web 2.0 es apalancado por el deseo de crecer y ser mas eficientes

19 Rapido crecimiento de iniciativas alrededor de Web 2.0 Nearly 60% of big companies are inviting customers to contribute content that explains, supports, promotes or enhances their products, or that they plan to do so within the coming two years. 47% of companies are, or are planning to, treat customers as co- developers of products that they constantly improve in a continual “beta” testing phase. Big business expects the repercussions of these new tools and methods to be far-reaching: 58% say that their use of the web to partner with customers will impact on some or all parts of their business. Companies based in the US, Germany, China, India and the UK are among the early adopters of these Web 2.0 tools and methods Early-adopter industries include entertainment and media, technology, travel and tourism and professional services. Source: CRM Growth Conference Istanbul 2007 Web 2.0, CRM

20 Matriz de Impacto para CRM-Web 2.0

21 CRM 1.0CRM 2.0 Features en ventas, mercadeo y soporte, pero aislado del backoffice y su cadena de suministro Completamente integrado en su cadena de valor que incluye al cliente como parte de el Herramientas asociadas a automatizar funcionesIntegra herramientas de medios sociales (social media) en las aplicaciones/servicios: blogs, wikis, podcasts, redes sociales, comunidades Modela procesos orientados al cliente desde el punto de vista de la compañia Modela procesos de la compañía desde el punto de vista del cliente. Reconoce que las relaciones con el cliente abarca buscar comportamientos de buscar información y contribuir con información. Esto tambien lleva a grupos de autoayuda. Reside en un ecosistema de negocio corporativo enfocado en el cliente Reside en el ecosistema del cliente Marketing enfocado en procesos que envian mensajes corporativos específicos al cliente Mercadeo es el frente para crear conversaciones con el cliente – cautivando al cliente en actividad y discusión – observando y redirigiendo conversaciones entre cliente El negocio crea productos & servicios para el clienteEl negocio es un agregado de experiencias, productos, servicios, herramientas y conocimiento para el cliente. Diferencias entre CRM 1.0 (Tradicional) y CRM 2.0 (Social)

22 CRM 1.0CRM 2.0 Propiedad intelectual protegida con toda la legalidad, pues la compañía es la única owner Propiedad intelectual creada y copropietaria en conjunto con el cliente, partner, proveedor, resolutor de problemas. La Estrategia del cliente es parte de una estrategia corporativa. CRM 1.0 es táctica y operativa La Estrategia del cliente ES la estrategia corporativa. CRM 2.0 es estratégica tambien. Innovación desde adentroInnovación de fuentes internas y externas Relaciones entre la compañía y el cliente era vista como la empresa “administrando” clientes. El enfoque esta en la compañía. Relación entre la compañía y el cliente debe ser peer to peer (igual a igual: C2P ó P2C) y aun la compañía debe ser una empresa en todos los demás aspectos. Foco esta puesto en todas las iteraciones de la relación a lo largo de toda la compañía, partners, clientes etc. Y específicamente en identificar, enganchar y habilitar los nodos de influencia Diferencias entre CRM 1.0 (Tradicional) y CRM 2.0 (Social)

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24 Challenges ahead Bureaucratic IT Silos Single-Vendor Solutions No Integration No Management No Sum of the Parts Solution Lack of Focus Fluid legal and Intellectual Property framework Next Steps Break the Barriers Understand the Value/Cost Integration and Management Focus on the End-Game

25 SOA and its importance to CRM technology solutions

26 The CRM Technology Marketplace is evolving… the solutions that have sustained our practices are about to evolve. Oracle completed it’s acquisition of Siebel for $5.85bn dollars: –31 st January 2006, deal completed in the US This is a picture of industry application consolidation: –IBM acquires Ascential, DWP –SSA Global acquires Baan, Infinium –Microsoft acquires Great Plains, Navision –Business Objects acquires Crystal, SRC –PeopleSoft acquires JD Edwards –Oracle acquires PeopleSoft –Oracle acquires Siebel This leaves the major players in ERP and CRM: –SAP –Oracle –Microsoft & SSA Global (to a lesser extent) There are still smaller pure CRM players out there, but the number is reducing: –Chordiant –Kana –PegaSystems Larger Siebel & Chordiant projects in Northern Europe typically focus on: –Extensions to existing implementations (such as Reuters, Rabo, Barclays, & LTSB Banks) –Implementations of Siebel’s newer functionality such as Order Management in Siebel 7.8 Our markets are evolving: –Customer expectations now include consistent cross channel experiences –Growing convergence on web technologies (VOIP, mobile, On Demand TV) –New business models (Expedia, Amazon etc)

27 CRM’s response - SOA will be integral to our technology solutions Customer Mastering – single set of customer services –With the increasing recognition of customer advocacy and the customer focussed enterprise, many companies are implementing common services around a customer mastering solution. Multi-channel becoming a reality – re-use of key services in multiple channels –Re-usable services are the key to creating a multi-channel solution. Re-use of processes and front-ends is an increasing reality. CRM Applications support WebServices – re-use of the investment in core CRM applications –The major CRM vendors have re-engineered their solutions to expose nearly all core services to an SOA architecture. Examples include Oracle’s Siebel which has now exposed all business components as Web Services. This makes the long promised option of re-use a potential reality. Specific customer related services e.g. Real-Time Decisioning, Process Engines –Increasing productisation of key services such as decision engines and process engines are allowing these solutions to reduce application customisation and deliver shared business solutions to new applications. Chordiant’s acquisition of KiQ is a practical example of a decisioning solution which is increasingly being adopted in front and back office architectures. Web 2.0 - integrating new technology and solutions –The increased focus on deploying the next generation web channel within our clients has led to the definition of a set of core services which are required to deliver the next generation of internet channel

28 Customer Mastering – single set of customer services A functioning solution that will accelerate delivery of customer mastering for our clients The customer master data solution framework will be based on the widely used banking process and data models the solution will comprise a set of modular, reusable assets. Business Process Layer Business Services Layer Data Store Process ModelProcess Model Industry Scope  Corporate banking  Wealth management  Investment banking  Retail banking (personal data) Functional Scope  KYC/KYB compliance  Single view of customer  MiFID compliance  Basel compliance

29 Multi-channel becoming a reality – re-use of key services in multiple channels The increasing focus on web technologies for channels makes the provision of common services an important focus. re-use in the CRM space of key services, for example: –Presentation services –Multi-channel interaction control (Universal queues) –Process Management –Sales & Marketing Processes –Real-time and offline decisioning –Analytical and Data Services

30 The traditional CRM applications extend the reach of Business Terms Web 2.0 and business services mash-ups will codify application logic in business terms and accelerate the move to SOA IT Platform “Codify business rules in IT terms” Business Processes If (..) Then (..) Else (…) “IT” terms “Business Terms” Web 2.0 Business Services Mash-up Existing ISV Applications Open, Modular Business Services Web Services Platform Standards

31 Aplicaciones CRM soportan ya WebServices permitiendo el reuso de la inversión These application vendors are exposing most of their functionality through WebServices. The ease with which they can be incorporated in service based architectures is radically improved. In particular, Siebel V8 and Chordiant V6 now have strong service based offerings.

32 Specific customer related services e.g. Real-Time Decisioning, Process Engines Increasingly we see two new sets of services within “front office” / CRM solutions: –Real-time decisioning – With key CRM vendors such as Chordiant and Siebel creating offerings we also find other niche vendors developing solutions in this area. These solutions provide a shared set of business rules which avoid heavy application customisation (often the downfall of CRM projects), allow the rules to be implemented once across multiple applications and permit some degree of end user design. –Process management – Separating out the process layer services within a Service Oriented Architecture allows business process definition across channels. Processes such as customer order management, sales process management and others are all maintained within this layer.

33 Some of the key components that provide services within an SOA architecture:  Universal managed client software  Extends composite applications to laptops, desktops, kiosks and mobile devices  Partners, employees and customers choose their user experience  Personalisation based on role, context, actions, location, preferences and team collaboration needs.  Composite application or business mashup framework  Tooling to build flexible, SOA-based solutions  Enterprise Service Bus (ESB) provides standards-based Web Services connectivity, JMS messaging and service oriented integration.  Some advanced ESB offering universal connectivity and any-to- any data transformation, which enables applications that do not conform to standards to connect to an ESB.

34 Web 2.0 - Understand the impact of Web 2.0 and the Wave of New Tools and Techniques. New paradigms for individuals and businesses to interact and do business on the web Organisations need to be working out NOW how they deploy these technologies and services in their next generation internet presence. The internet has come of age. For most of our clients it is an integral and essential part of their business. Our clients have started the journey to the next generation. New services and new products are available now which are capable of supporting this next generation. The new services all designed to be an integral part of an SOA

35 BACKUP CHARTS

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37 Criterios para cálculo de usuarios

38 Factores claves Liderazgo Modelo de entrega (on-premise ?... SaaS ?) Multisitio ? Lenguajes soportados? Presencia y respaldo ? Extensible ?... Esta soportado en una Arquitectura o framework orientado a servicio ? Modelo de programación liviano y enriquecido ? Base(s) de datos soportada? Alternativas en la capa de presentación ? Soporta case management ? Referencias ?