On the Go And In the Know: CRM For Mobile Customers And Agents Richard

On the Go And In the Know: CRM For Mobile Customers And Agents Richard T. Brock Chairman and CEO Firstwave Technologies, Inc.

Recent Tipping Point Why did the digital rolodex never take off? – A stand alone functionality The Palm changed that because it combined contacts and appointments and integrated with Outlook

A Good Question What does the 28lb. Compaq and the 2.3lb. Toshiba have in common?

Value of of PDAs and Notebooks Neither are true notebooks – Tablet PCs and PDAs are a major Tipping Point

WIFI Raises the value of a PDA and notebook to the nth power – If a notebook or pda can’t be with you and utilized simply, it is not useful – Up to the minute email – Critical customer interaction – Access to web-based applications – Working “outside the office” takes on a whole new meaning

Character Recognition vs. Character Capture Bottom line is we need to capture all notes – Notes contain more than letters and words – may contain drawings and charts – Document attachment is important Character recognition programs – “Missed the Boat” Tablet PCs and PDAs supported by data synchronization or wireless is the new paradigm

Beyond Email Automatically capturing “the story so far” – Auto attach – Sweeper on the receiving function Avoids “spam jam” More importantly, integrity replaces discrete islands

What is CRM? CRM is a Strategy – Not an Application CRM is a strategy based on the combination of systems, information, policies and processes that empower organizations to deliver higher quality customer services more profitably

The overall goal of CRM is to: “Keep your customers, your customers.”

Building the CRM Strategy A Great CRM Strategy Realigns and reinvents business process Is based upon the full range of technology Provides a complete view of information Puts current applications to strategic use Drives ROI for both the organization and customer

A Great CRM Strategy Realigns and reinvents business process Business to Consumer – What happens when a customer experiences a problem? – What can we learn from that experience? Business to Business – How do we react to problems? – How do we prevent problems from occurring?

A Great CRM Strategy Is based upon the full range of technology Database Integration Networks/Internet Relational databases Browsers Applications Wireless Technology

A Great CRM Strategy Provides a complete view of information What you need to know When you need to know it Where you need to know it Changing the way we interact with customers

A Great CRM Strategy Puts current applications to strategic use Customer information Service Product Sales

Current Customer Scenario Delayed Access

The Customer

The Meeting

Delayed Access Schedule follow-up using your PDA

Delayed Access Sync PDA with laptop

Delayed Access Enterpris e Data Sync Laptop w/Enterprise Data (finally)

Delayed Access Problems Major opportunities for error – PDA Data is not current – meeting time and date may not be available – Data Synchronization Issue between PDA, Laptop and Enterprise

Result Dropping the Ball and losing the opportunity

Current Customer Scenario Direct Access

Direct Access Enterpris e Data

Direct Access Advantages Cut out wasted steps and Save valuable time Get it right the first time – schedule resources effectively Real Time Access to critical Enterprise Data Eliminate – synchronization errors – scheduling conflicts

Result Success!

CRM Wireless Experience The Future Agent calls a customer from PDA enabled phone CRM application tracks the call and documents activity – (who, date, time, length of call, etc.) Customer requests a meeting to discuss a service issue

CRM Wireless Experience The Future Agent schedules resources for the meeting Agent uses CRM application to create an audio note for all coworkers attached to the meeting activity All data is linked to client’s record Bonus: Audio is converted to text, providing a document of the call

How is this made possible? Interactive Voice Response Speech to Text conversion Hi-speed wireless networks Next generation phone technology – OS, data stores, multi-media, etc.

Enterprise Value Proposition Enterprise Issues – Real-time access to critical customer data – Current handheld methodologies have been too complicated for real-time access – Majority of data required is read-only – Hardware costs have been too high and complications too frequent

What has changed? Next generation of wireless network is here. -WIFI Sync just was too complicated – right problem/wrong solution Shortest distance is a straight line.

A Great CRM Strategy Drives ROI for both the organization and customer Organization’s ROI Increases revenue by eliminating steps Enables greater customer satisfaction through fast, reliable transactions thus creating loyalty and increased profits Provides smoother, more efficient information flow Simplifies user access to critical information Eliminates complex technology solutions that get in the way of business process

A Great CRM Strategy Drives ROI for both the organization and customer Customer’s ROI Better service Timely response No problems!

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