Why do I need a demo version of a CRM System?
Theme: CRM systems
Industry: Banks
Author: Quite often, business users are asked to give them a demo version of a CRM System for testing. Let’s try to figure out whether such a request is always justified…
What do business representatives first look at when evaluating a CRM System? As a rule, this is the so-called «usability» or, to use the familiar language, «interface friendliness». But after all, during the CRM implementation project, the main task of consultants is precisely to increase the convenience of working in the CRM System within the framework of a particular business process.
Another «weighty» argument for obtaining a demo version is the ability to evaluate the implementation of a specific business process in the CRM System. Unfortunately, as practice shows, independent familiarization with the functionality of the CRM-System leaves a lot of «dark spots». For example, in the standard Oracle Siebel CRM functionality for almost every task within a particular business process, regardless of industry, there are many (usually five / ten) possible solution scenarios. Without first familiarizing yourself with Siebel documentation, it’s quite difficult to figure out the functionality and find the optimal solution on your own.
As an example, let’s look at a typical situation with the processing of a request regarding the blocking of a credit card by the operator of the contact center of the bank. Or rather, several possible ways to implement it in Oracle Siebel CRM.
Suppose a customer phoned a bank service. I went through the corresponding branch of the IVR menu and entered the card number «on the way»…
Everything ingenious is simple, but not everything is profitable
When a call arrives at the contact center operator, he opens all the available information on this card. The operator requests a code word (data for verification), identifies the level of access to the card and blocks it by pressing one button.
The problem is solved simply and quickly! But can such an option always suit a client, let alone a bank?
In this case, the client is not identified (there is only a binding to the card). Lack of access to the full customer profile impedes cross-selling and subsequent sales (Cross Sale / UP Sale) and voicing various notifications (changes in loan interest rates, the need to update contact information in connection with a change of last name, etc.).
Also, this approach is only possible if the contact center operator who received the call has the authority to independently block a credit card.
Stock Information
In this case, the contact center operator presses the «block» button after identifying not only the card but also the client itself. Such a slight, at first glance, change may significantly affect the future. Information about card blocking will be entered into the customer’s card (profile in the CRM System), which will allow him to participate in cross-selling and subsequent sales campaigns in the future. Besides, the contact center operator will have the opportunity to see and voice proposals within the framework of already active client campaigns.
Typically, in CRM Systems, cross and subsequent sales can be implemented in two ways:
– planned – sales are carried out as part of a campaign launched based on segmentation of the customer base and including the offer of a banking product or service that is most suitable for a given target audience (according to the bank’s marketers)
– situational – the corresponding script is launched when a certain event is scheduled in the CRM system
Relevant Cross Sale/UP Sale
In this case, after the identification of the card and the client in the CRM System, the card blocking script is automatically launched, in which target offers are triggered when the specified conditions are met (situational sales).
For example, a contact center operator will immediately be able to see that a new Visa Gold card can be offered to this client (in addition, they are now offered for a promotion). Also, the scenario will «understand» that the customer is not losing the card for the first time, and will offer him two additional non-personalized cards, which the customer can use while the main card is issued, or transfer them to his family members (in essence, cross-sell on their own )
If the operator does not have enough authority in the system, within the framework of the scenario, a call will be made to the responsible specialist in real-time and the card will be quickly locked.
Each of these scenarios have the right to life under certain conditions. The choice of one of them will directly depend on the goals set by the bank customer service.
As a rule, the handling of scripts for processing calls is made when the CRM System is localized. In this regard, with a high degree of probability it can be assumed that in the demo version of the industry CRM System, a potential business user will see only the first option a script that won’t really impress him.
At the same time, the business consultant will be able to correctly solve the problem, coordinate the business scenario and, when demonstrating the capabilities of the CRM System will show the solution that will most fully realize the needs of the client.
