IT205 SmartScenario DeterminingTheImpactOfCrmSoftwareOnBusinessSuccess

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Roman";
color:dimgray'>IT205 Smart Scenario - Determining the Impact of CRM Software
on Business Success<o:p></o:p></span></p>
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Roman"'><o:p> </o:p></span></p>
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<p class=MsoNormal style='line-height:12.75pt'><b><span style='font-size:
10.0pt;font-family:"Trebuchet MS","sans-serif";mso-fareast-font-family:"Times
New Roman";
color:white'>Email to Boss<o:p></o:p></span></b></p>
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<td style='border:none;background:silver;padding:2.25pt 2.25pt 2.25pt 2.25pt;
height:.25in'>
<table class=MsoNormalTable border=1 cellpadding=0 width="100%"
style='width:100.0%;mso-cellspacing:1.5pt;border:double gray 1.0pt;
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<td style='border:none;background:silver;padding:2.25pt 2.25pt 2.25pt 2.25pt'>
9.0pt;font-family:"Trebuchet MS","sans-serif";mso-fareast-font-family:
"Times New Roman";color:black'>RE: Emergency Executive meeting TOMORROW at
9:00AM<o:p></o:p></span></b></p>
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padding:2.25pt 2.25pt 2.25pt 2.25pt'>
Roman";
color:dimgray'>Sir, <br>
<br>
Some of the critical problems that we are seeing are that the inventory
department show store inventories are decreasing at a slow rate. Inventory
keeps stocking the same items they have always stocked in the same
quantities but they are not moving. Also inventory is getting restock
requests for items they didn't expect therefore they have too much of what
they don't need and too little of what they do need.<br>
<br>
Also we heard from Sam that the Churn rate is at 18% which is very high. It
is unknown if this is due to the economy or the issue is our customer
service and how we are handling our clients, new and old. We need to start
looking at the "at risk" members whom we haven't talked or
connected with in the past couple of months we don’t want to lose them.<br>
<br>
Any questions please let me know.<br>
-Christopher X Eng<br>
<br>
<br>
___________________________________________________________________________________
____<br>
From: Boss<br>
Subject: Emergency Executive Meeting TOMORROW at 9:00AM<br>
<br>
Just got off the phone with the Bean Counters and revenues are down! I need
to know what each of you is going to do to fix this problem, pronto! We are
meeting tomorrow at 9:00AM sharp, come prepared to deliver a Presentation
and Executive Briefing addressing what your department can do to right the
ship.<br>
<br>
Heck, I can't wait that long. I need a Reply from each of you RIGHT NOW. In
your RSVP for tomorrow's meeting, give me the key challenges that are
facing your department and causing this sudden, unacceptable decline.<br>
<br>
Boss<o:p></o:p></span></p>
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1184'>
<thead>
height:.25in'>
New Roman";
color:white'>Airline Survey - Good<o:p></o:p></span></b></p>
</td>
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<tr style='mso-yfti-irow:1;height:.25in'>
height:.25in'>
<thead>
"Times New Roman";color:black'>How would you rate your Overall
Satisfaction with this Airline?<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
Roman";
color:dimgray'>Excellent Satisfaction with your airline. Great customer
service, friendly and helpful. Was able to give answers whenever asked.
Also was even able to make changes to my flight since problems with earlier
flight was cancelled.<o:p></o:p></span></p>
</td>
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</td>
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height:.25in'>
<thead>
"Times New Roman";color:black'>Reservation
Experience?<o:p></o:p></span></b></p>
</td>
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</thead>
Roman";
color:dimgray'>Reservation experience was perfect. Was able to login and
make necessary reservations without any problems or questions. I liked that
it asked the important questions that needed answering that would make my
travels easier.<o:p></o:p></span></p>
</td>
</tr>
</table>
</td>
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height:.25in'>
<thead>
"Times New Roman";color:black'>In Flight Meals?<o:p></o:p></span></b></p>
</td>
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</thead>
Roman";
color:dimgray'>Great meal and so glad as I have specific taste for what I
want. I was concerned since I had to change flight that even had a stopover
and your airline was still able to get me the dinner I
requested.<o:p></o:p></span></p>
</td>
</tr>
</table>
</td>
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height:.25in'>
<thead>
"Times New Roman";color:black'>Customer Loyalty Program? Are you a member
of our 'FlyMore' program? Which of the benefits do you find the most
valuable?<o:p></o:p></span></b></p>
</td>
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</thead>
Roman";
color:dimgray'>Currently I am not but will be once I land. Had a very
relaxing, stress-free flight. Am excited about joining as with all the
flights I will have to take I can earn mileage points that I can accumulate
and eventually take free flights places. I like that there are different
levels pending on how much you fly and how much mileage someone
gets.<o:p></o:p></span></p>
</td>
</tr>
</table>
</td>
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height:.25in'>
<thead>
"Times New Roman";color:black'>List three things you LIKED about your
experience.<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
<p class=MsoListParagraphCxSpFirst style='text-indent:-.25in;line-height:
9.75pt;mso-list:l3 level1 lfo8'><![if !supportLists]><span
style='font-size:9.0pt;font-family:Symbol;mso-fareast-font-family:Symbol;
mso-bidi-font-family:Symbol;color:dimgray'><span style='mso-list:Ignore'>·<span
style='font:7.0pt "Times New
Roman"'>
</span></span></span><![endif]><span style='font-size:9.0pt;font-family:
"Trebuchet MS","sans-serif";mso-fareast-font-family:"Times New Roman";
color:dimgray'>Customer Service was key, that they were able to tell me my
flight status when asked, very polite and also was able to reroute and get
me on another flight so I could make it home.<o:p></o:p></span></p>
<p class=MsoListParagraphCxSpMiddle style='text-indent:-.25in;line-height:
Roman"'>
color:dimgray'>Reservation system was a great tool that held all my
information that I put in to make the reservation and other departments
were able to use the same information I placed in to accompany my trip and
make it relaxing. It allowed me to get my dinner that I requested as well
as another flight that I didn't have to re-input my
information.<o:p></o:p></span></p>
<p class=MsoListParagraphCxSpLast style='text-indent:-.25in;line-height:
Roman"'>
color:dimgray'>The Customer Loyalty Program that will allow me to obtain
points for each flight that I take and make them redeemable for either
purchases or even flights for the future. There are perks to the program
and seems as though FlyMore give back to their customers as well as they
look to care.<o:p></o:p></span></p>
</td>
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</td>
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height:.25in'>
<thead>
"Times New Roman";color:black'>List three things that we can
IMPROVE.<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
<p class=MsoListParagraphCxSpFirst style='line-height:9.75pt'><span
style='font-size:9.0pt;font-family:"Trebuchet MS","sans-serif";mso-fareast-
font-family:
"Times New Roman";color:dimgray'>The airlines is a great company and would
definitely
fly with them again, there are a couple things I would looked to change.
<o:p></o:p></span></p>
Roman"'>
color:dimgray'>I would change on how you alert people of status changes o
people's flights. I had to ask what the status was and that was how I found
out about cancelled flight.<o:p></o:p></span></p>
Roman"'>
color:dimgray'>I would have preferred a direct flight over having a stopover
since I paid for a non-stop flight. I was in a rush to get home and with
your cancellation of the flight and re-routing as a stopover made the
flight even longer. <o:p></o:p></span></p>
Roman"'>
color:dimgray'>I thought it would have been nice to have to been signed up
to the FlyMore program as when we registered in the reservation system so
this flight's mileage would have counted in the total to start off the
program.<o:p></o:p></span></p>
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1184'>
<thead>
height:.25in'>
New Roman";
color:white'>Airline Survey - Bad<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
height:.25in'>
<thead>
"Times New Roman";color:black'>How would you rate your Overall
Satisfaction with this Airline?<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
Roman";
color:dimgray'>Not a very good experience I had on your airline. First the
online reservation system was hard to fill out and then I had to refill out
the information again when I checked in. My flight was then cancelled but
at least I was able to get on another flight. Customer service was horrendous
as most were rude and unhelpful and none seemed willing to do anything.
Lastly they didn't have my food that I requested for dinner and what was
given to me could have put me in anaphylactic shock since it wasn't what I
requested.<o:p></o:p></span></p>
</td>
</tr>
</table>
</td>
</tr>
height:.25in'>
<thead>
"Times New Roman";color:black'>Reservation
Experience?<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
Roman";
color:dimgray'>The reservation experience seemed pretty good, no real
issues aside from check-in when I had to reinput all my information in and
when I needed to change flights I had to re-check-in again and resubmit all
my information again. Not really what I wanted to be doing time and time
again.<o:p></o:p></span></p>
</td>
</tr>
</table>
</td>
</tr>
height:.25in'>
<thead>
"Times New Roman";color:black'>In Flight Meals?<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
Roman";
color:dimgray'>Service and food sucked. In the reservation system I
requested specific food since I have dietary needs due to allergies. When
on flight I was given food that could have placed me in anaphylactic shock
which
obviously would have been bad in any case but for most part since I was on an
airplane. I think it is very dangerous of you airline to just give out any
type of food they want. Also onboard the stewardess only gave out water and
no other kinds of refreshments. How can you have absolutely no refreshments?
The stewardess was also snippy and really no manors.<o:p></o:p></span></p>
</td>
</tr>
</table>
</td>
</tr>
height:.25in'>
<thead>
"Times New Roman";color:black'>Customer Loyalty Program? Are you a member
of our 'FlyMore' program? Which of the benefits do you find the most
valuable?<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
Roman";
color:dimgray'>Are you kidding me? No I am not a member and will not become
a member as I will not be flying with your company any more. If anything the
points towards a free trip sound most promising but not sure I will ever
travel that much to reach the 100,000 point level within one year since all
points expire after one year.<o:p></o:p></span></p>
</td>
</tr>
</table>
</td>
</tr>
height:.25in'>
<thead>
"Times New Roman";color:black'>List three things you LIKED about your
experience.<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
<p class=MsoListParagraphCxSpFirst style='text-indent:-.25in;line-height:
Roman"'>
color:dimgray'>I got a comfortable seat.<o:p></o:p></span></p>
Roman"'>
color:dimgray'>I was able to get on another flight within an hour over by
Gate D to Chicago.<o:p></o:p></span></p>
Roman"'>
color:dimgray'>They did have a Customer Loyalty Program, not a good one but
it had its perks but not quite what you would expect to be receiving if you
were a frequent client.<o:p></o:p></span></p>
</td>
</tr>
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</td>
</tr>
height:.25in'>
<thead>
"Times New Roman";color:black'>List three things that we can
IMPROVE.<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
<p class=MsoListParagraphCxSpFirst style='margin-left:1.0in;mso-add-space:
auto;text-indent:-.25in;line-height:9.75pt;mso-list:l9 level1 lfo11'><![if !
supportLists]><span
Roman"'>
color:dimgray'>Things your airline could improve: <br>
Customer service - Have more courteous employees to help out its customers,
not just have them stand around staring into space.<o:p></o:p></span></p>
<p class=MsoListParagraphCxSpMiddle style='margin-left:1.0in;mso-add-space:
supportLists]><span
Roman"'>
color:dimgray'>Have a CRM that manages all the information, from
registering to reservations to figuring out what meal a customer wants. Makes
it easier when people check-in or even when someone makes a future
reservation that has already flown on your airline.<o:p></o:p></span></p>
<p class=MsoListParagraphCxSpLast style='margin-left:1.0in;mso-add-space:
supportLists]><span
Roman"'>
color:dimgray'>Create a better Customer Loyalty Program that makes it
better for the customers. Give them better perks that want the clients to
want to take more flights with your airline.<o:p></o:p></span></p>
</td>
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</td>
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1184'>
<thead>
height:.25in'>
New Roman";
color:white'>Presentation - The Customer Service
Solution<o:p></o:p></span></b></p>
</td>
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</thead>
height:.25in'>
<thead>
"Times New Roman";color:black'>The Customer Service
Solution<o:p></o:p></span></b></p>
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style='width:100.0%;mso-cellspacing:1.5pt;background:#E6E6E6;border:double
gray 1.0pt;
<td valign=top style='border:none;padding:.75pt .75pt .75pt .75pt'>
style='width:100.0%;mso-cellspacing:1.5pt;mso-yfti-tbllook:1184'>
<td style='padding:2.25pt 0in 2.25pt 0in'>
<p class=MsoNormal><span style='font-size:9.0pt;font-family:"Trebuchet
MS","sans-serif";
mso-fareast-font-family:"Times New Roman"'>Customer Service will
Increase the Customer Lifetime Value (CLTV)<o:p></o:p></span></p>
</td>
</tr>
<p class=MsoNormal style='mso-margin-top-alt:auto;mso-margin-bottom-alt:
auto;margin-left:0in;text-indent:-.25in;mso-list:l8 level1 lfo1;
tab-stops:list .5in'><![if !supportLists]><span style='font-size:10.0pt;
mso-bidi-font-size:9.0pt;font-family:Symbol;mso-fareast-font-family:
Symbol;mso-bidi-font-family:Symbol;color:dimgray'><span
style='mso-list:Ignore'>·<span style='font:7.0pt "Times New
Roman"'>
color:dimgray'>Implement Customer Loyalty Program<o:p></o:p></span></p>
Roman"'>
color:dimgray'>Initiate Tiered Levels of Loyalty<o:p></o:p></span></p>
</td>
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</td>
MS","sans-serif";
decrease the Churn Rate by Implementing<o:p></o:p></span></p>
</td>
</tr>
Roman"'>
color:dimgray'>Customer Care Calls to Members who are inactive for a
period of more than 60 days<o:p></o:p></span></p>
Roman"'>
color:dimgray'>Increase Marketing<o:p></o:p></span></p>
</td>
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</td>
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</td>
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</td>
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1184'>
<thead>
height:.25in'>
New Roman";
color:white'>Presentation - CRM Implementation<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
height:.25in'>
<thead>
"Times New Roman";color:black'>CRM Implementation<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
gray 1.0pt;
MS","sans-serif";
implement the following Operational CRM elements in our
solution<o:p></o:p></span></p>
</td>
</tr>
Roman"'>
color:dimgray'>Implement new Sales Force Automation
tool<o:p></o:p></span></p>
Roman"'>
color:dimgray'>Use Marketing automation system to increase member
contact<o:p></o:p></span></p>
</td>
</tr>
</table>
</td>
MS","sans-serif";
implement the following Analytical CRM elements in our
solution<o:p></o:p></span></p>
</td>
</tr>
Roman"'>
color:dimgray'>Initiate Customer Loyalty Recruitment Process involving
CS Agent and Mobil Card Readers<o:p></o:p></span></p>
Roman"'>
color:dimgray'>Use CRM records for courtesy calls to reference buying
patterns and loyalty level<o:p></o:p></span></p>
</td>
</tr>
</table>
</td>
</tr>
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</td>
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</td>
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1184'>
<thead>
height:.25in'>
New Roman";
color:white'>Presentation - Flowchart<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
height:.25in'>
<thead>
"Times New Roman";color:black'>Loyalty Flowchart<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
gray 1.0pt;
MS","sans-serif";
mso-fareast-font-family:"Times New Roman"'>Customer Loyalty
Recruitment's Process Flowchart<o:p></o:p></span></p>
</td>
</tr>
Roman"'>
color:dimgray'>Scan membership card<o:p></o:p></span></p>
Roman"'>
color:dimgray'>Obtain customer information<o:p></o:p></span></p>
Roman"'>
color:dimgray'>Member of "Big Bucks
Program"?<o:p></o:p></span></p>
Roman"'>
color:dimgray'>Score customer<o:p></o:p></span></p>
Roman"'>
color:dimgray'>Is the customer Gold?<o:p></o:p></span></p>
Roman"'>
color:dimgray'>Provide 10% coupon today + Free Lunch<o:p></o:p></span></p>
Roman"'>
color:dimgray'>Enroll customer in "Big Bucks
Program"<o:p></o:p></span></p>
Roman"'>
color:dimgray'>Present Brochure describing 3 different levels: Bronze,
Silver, Gold<o:p></o:p></span></p>
Roman"'>
color:dimgray'>Customer Data Base<o:p></o:p></span></p>
</td>
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</td>
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</td>
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1184'>
<thead>
height:.25in'>
New Roman";
color:white'>Executive Briefing: How Customer Service will use CRM and
Greater Customer Care to Increase Customer Intimacy<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
height:.25in'>
<thead>
"Times New Roman";color:black'>How your department's solution will
INCREASE MegaCo membership:<o:p></o:p></span></b></p>
</td>
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</thead>
Roman";
color:dimgray'>Our thought for the membership is to create a tier level. What
I mean is that we would have membership levels of Bronze, Silver and Gold,
like the Olympics, but base the tiers on the members spending. What we can
do is, based on the tier level of membership we would rebate their
membership fees just for shopping with us more. Who wouldn't want to save
some money on membership fees?<o:p></o:p></span></p>
</td>
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</td>
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height:.25in'>
<thead>
INCREASE MegaCo revenue:<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
Roman";
color:dimgray'>We have a vendor that has the ability to look into the data
that is already in our membership records and pull out information on
buying patterns, overall spending and categories of products for frequent
purchased. Getting this information can allow us to see the new/old
products that are being purchased so that we can stock items that are being
purchased or look at the trends of products that look to be purchased and
stop ordering older items that do not look to be selling off the shelves
and maybe place them on sale.<br>
<br>
The vendors system could even do a mass mailing so we can target the coupon
email campaign to let people have some discounts on certain products and
notify the members of new products coming to market.<o:p></o:p></span></p>
</td>
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</td>
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height:.25in'>
<thead>
DECREASE costs:<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
Roman";
color:dimgray'>Our solution will require some initial costs but in the long
run decrease costs as we will only be stocking products that are moving off
the shelves and not order more items that are collecting dust. It will
allow notification to the membership of new products or discounting older
products to get the products sold to make room for new products, based on
the buying patterns. Also with the Tier membership, although giving
discounted membership to people, it will get more people to join as if
people are spending $X.xx then they would get free membership or possibly a
rebate. Who doesn't like getting money back?<br>
Using the CRM with combinations of operational and analytical we can
improve the performance of our clients’ <span
style='mso-spacerun:yes'> </span>needs and increase in our intimacy with
our clients which will improve sales and improve in even great <span
class=SpellE>groth</span> of membership.<o:p></o:p></span></p>
Roman";
color:dimgray'><span style='mso-spacerun:yes'> </span><o:p></o:p></span></p>
Roman";
color:dimgray'>So the more membership, the more turnover on inventory, the
decrease in old inventory the decrease in cost of housing old inventory
with no members. The more intimacy with our clients, the better we know
what their needs are the more sales.<span style='mso-spacerun:yes'>
</span>It's a WIN Solution<o:p></o:p></span></p>
</td>
</tr>
</table>
</td>
</tr>
height:.25in'>
<thead>
"Times New Roman";color:black'>New Technology needed to implement your
solution (if your solution is technology driven):<o:p></o:p></span></b></p>
</td>
</tr>
</thead>
Roman";
color:dimgray'>Initially we can use a CRM vendor to help us with the
membership data, to export the current information we need to implement our
solution, but eventually we will need to upgrade our systems to a new and
improved CRM system so we can collect the information for products,
inventory, and membership and we can query the databases for our own
reports internally rather than using eh external CRM vendor.<br>
<br>
What we will need to purchase are servers, Point of Sales (POS), wired/wireless
routers cabling, switches, firewalls, proxies, handheld scanners and
software and licenses for security protection. Mostly we will need to
purchase the CRM software from the vendor and have them educate us on how
the product works and how to maintain the hardware and software.<br>
<br>
As stated there will be an initial cost but in the overall picture this
will allow our company to be up with the latest technology and compete
against all the other companies while decreasing costs and increasing
membership which will increase revenue.<o:p></o:p></span></p>
Roman";
color:dimgray'><o:p> </o:p></span></p>
Roman";
color:dimgray'>We will have to hire people that understand the technology
to help support the environment, manage, maintain and secure it from people
on the outside.<span style='mso-spacerun:yes'> </span>Eventually we may
look to getting a web site to promote internet sales and
inventory.<o:p></o:p></span></p>
</td>
</tr>
</table>
</td>
</tr>
</table>
<p class=MsoNormal><span style='mso-fareast-font-family:"Times New Roman"'><br>

<a href="http://www.toolwire.com" title="http://www.toolwire.com"><span
style='font-size:7.5pt;font-family:"Trebuchet MS","sans-serif"'>© 2011
Toolwire, Inc. All rights reserved.</span></a> <o:p></o:p></span></p>
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IT205 SmartScenario DeterminingTheImpactOfCrmSoftwareOnBusinessSuccess

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