If CRM has been a struggle or a passion for you then Infosys’ CRM blogs is the place to be in. Come join us as we discuss the latest trends, innovations and happenings which will have a bearing on CRM.

Main

June 8, 2017

Era Of Personalized Marketing...or is it Hyper-personalization?

It's a bird. It's a plane. It's Superman!! Yes! Yes! Its Superman and the consumer is the true superman in today's world. From spray and pray to personalized to hyper-personalized marketing - we are looking at a paradigm shift in how the marketers reach out to consumers. This is quite easy to achieve for online sites and we see if on amazon, google, flipkarts, facebook etc etc. Its pretty common to do some shopping or browse through some products on amazon and then log onto facebook and see an ad for these products. The challenge is how do we achieve this level of personalized marketing in brick and mortar scenario and retailers are lapping up new technologies like Geofencing, Beacons, Smart mirrors  etc to rise up to this challenge. 

A Geofence is a virtual perimeter that you define around your virtual store. If a customer enters this "virtual geographical location your application identifies and can send across a pre-defined message to the customer. So for e.g. you can use Geofencing to identify your most loyal customers that are near your store, look at their purchase history and send out offers that might be of interest to them. This will create a personalized marketing experience and also pull them to the store, even if they were not planning to walk in. Now imagine another use case for a fashion retailer and the customer walks into your store. Using Geofence you are immediately notified that is customer's birthday and you quickly arrange for a bouquet and have a birthday celebration! This will create immense customer loyalty and personalized experience.

While all this is good, we do have some challenges with Geofence. The first one being, does the customer require to have your mobile app and do you always need the customer to be logged into the app? Well, let's accept it - most users will not have your mobile application up and running all the time. So you mobile app should be able to run in the background but importantly it should not consume much battery or data. The other important point to factor in is what should be the perimeter of your Geofence? This has to be designed based on the use cases and there will no one rule that fits all. For e.g. if you are in an urban area, you want to have a smaller radius like 100 meters. In indoor locations, like malls, with WiFi availability, this can be further reduced based on the density of  WiFi's. More the no. of wifi spots, you can have higher accuracy and can reduce your geofence radius. If you are near highways or in rural areas with lower density, then you should consider expanding this radius.

Lastly, it is also important to not send too many messages which have no context. So evaluate your business use case and then create an offering which doesn't spams the customers but provides them with relevant and contextualized message.

An even more personalized marketing can be achieved by using Beacons.  Beacons are bluetooth devices that employee lower energy bluetooth wireless technology that help to pin point the location of customer  in indoor spaces. This helps marketers to identify the precise location of the customer and send out contextualized message based on the location of the customer. For e.g. a beacon could be placed at the entrance of the store and when a customer walks in the retailer can send a message to join the loyalty program. On the other hand if an existing customer walks into the store and the person using the retailer's app, then a beacon could identify this and notify to the CRM system. You could then run real time analytics on the customer to offer a personalized offer based on customer purchasing history. Another example could be if a VIP customer walks into the store and it's his/her birthday.  Beacons could be used to identify the customer and the store manager could quickly organize a small birthday cake or gift for the customer, thereby creating a great customer experience! Beacons are already being implemented by a lot of retailers and we will see of lot of interesting implementations in the coming years.

As you can see, we are now moving to an era where the physical and online marketing are merging and personalized messaging is the new mantra of the marketers.

April 11, 2017

Win by bumping up your customer's Digital experience

We have all heard of the saying "Customer is King", all organizations know what this means but still most of the organizations lose the essence of the statement as they grow and become older. Which bring up the question that does companies know the age of their customers and do customers feel like king only during some years of their lifecycle with organization. Well the most likely answer will be in affirmative if companies have not reinvented or transformed their customer experience strategy to build an ageless digital customer experience in today's world.


Continue reading "Win by bumping up your customer's Digital experience" »

April 7, 2017

Artificial Intelligence - how it will impact CRM?

 By Alpesh Chauhan, CRM Lead Consultant, Oracle Practice, Manufacturing Unit, Infosys

AI-CRM.png
With advance algorithms, superior computing power and cost-effective data storage capabilities, time has arrived for Artificial Intelligence (AI). AI is making applications and platforms smarter by self-learning, adapting and evolving their capabilities based on the insights from data and interactions. 

In simple term, AI is all about predicting next steps with high accuracy by applying intelligent data models on large volume of data. AI is everywhere and we are using it daily with features like Google's autocomplete search, Netflix program recommendations, and collision avoidance features in cars, etc.  

Continue reading "Artificial Intelligence - how it will impact CRM?" »

March 18, 2016

Addressing challenges for CRM implementation in Public Sector

In my previous blog, I talked about key challenges which we faced while implementing CRM for public enterprises. The only way that we could successfully overcome these was by finding solutions to address them. As part of this blog, I wish to discuss key aspects which helped us overcome these challenges during the course of CRM implementation.

Continue reading "Addressing challenges for CRM implementation in Public Sector" »

October 19, 2015

Challenges for CRM implementation in Public Sector

As we know, Customer Relationship Management (CRM) is a strategy and methodology to manage ongoing and future relationships with customers. CRM today is growing rapidly and harping on this unprecedented CRM growth are public sector enterprises (PS). These are government organizations which work for the benefit of citizens directly or indirectly. Governments are increasingly getting on CRM bandwagon to improve services across multiple channels and deliver fair assessments to citizens being transparent in every possible way.  In this blog, I wish to discuss the key challenges which we faced while implementing CRM for public enterprises.

Continue reading "Challenges for CRM implementation in Public Sector" »

September 27, 2013

Managing customer satisfaction and generating additional revenue using professional networking sites

Managing and retaining customers is one of the important KPIs for marketing and strategy people at service provider organizations like telcos. With large number of players in the market and meager variation between the services provided by different service providers, it has become essential to keep an eye on customer retention and also thrive to acquire new customers. Evolving and Innovating with time is the way to differentiate one's offerings from competitors. In this post, I will explicate how e-Billing integration with professional networking sites can help service providers evolve, innovate and beat competition by managing customer satisfaction, acquiring new customers and generating additional revenue.

Continue reading "Managing customer satisfaction and generating additional revenue using professional networking sites" »

September 5, 2013

Single org Vs Multi org on your cloud CRM...

 

Only constant is "change"...Organizations are constantly acquiring and merging other organizations or spun off into smaller and more manageable organizations. These mergers and acquisitions always give raise to a persisting dilemma whether all the lines of business, business divisions, branches, locations, etc. should have a common instance of the CRM (single) or each one should have a separate instance (multi-org) - Single Org Vs Multi-Org Cloud based CRM?

 

 

Continue reading "Single org Vs Multi org on your cloud CRM..." »

August 25, 2013

Will PRISM refract the Dollars away from US Cloud Service Providers?

The recent revelations of PRISM surveillance program in operation by USA's National Security Agency (NSA), appear to have far more implications on the financial side.  For starters, PRISM is United States of America's government code name for electronic data collection & data mining.   This was an effort towards the fight against terrorism.   This program appears to be in existence for six years, but came to light recently and has caught world's attention with mixed reactions.  Some of the prominent international companies headquartered in USA have been identified as being part of this program.

Continue reading "Will PRISM refract the Dollars away from US Cloud Service Providers?" »

August 22, 2013

CRM and Maslow Need Theory

One might wonder what Maslow's need theory and CRM have in common. Rather, are these in any way related? Believe it or not, this need theory has played an unseen role for defining a CRM roadmap across industries. In this blog I will try to instantiate need wise impact made by Maslow's theory on defining a CRM strategy (Telecom perspective). For those who are not aware of Maslow's need theory, please read this.

Continue reading "CRM and Maslow Need Theory" »

August 6, 2013

How secure is your cloud based CRM solution?

A seemingly legitimate solution to a business problem is often a founding stone for another unforeseen challenge. As we grow with time and technology, we need to ensure that we do not complicate things today to have an unfussy tomorrow.

While cloud based solutions (such as SaaS CRM) are inevitable, the concept also has many dilemmas enveloping it. There are concerns and apprehensions about its sustainable future, one of those concerns revolve around security. 

The Enterprises of today need technology that can not only assist and better the core business operations but also house the need to scale up, go mobile & accommodate faster with newer customer & business information necessities. 

Continue reading "How secure is your cloud based CRM solution?" »

August 5, 2013

Marketo: Rising from the ashes?

Last week, the marketing automation software provider, Marketo announced its first quarterly results after going public, which exceeded consensus estimates.   The market cheered the news by sending the stock, over 20% north.   It was a sharp contrast to the market sentiment exhibited about a couple of months back, when Salesforce.com's announcement of acquisition of Marketo's bigger competitor ExactTarget, when the buzz in the market was other way around.

Continue reading "Marketo: Rising from the ashes?" »

July 12, 2013

Salesforce acquiring ExactTarget: Is it really on Target?

Salesforce recently announced its agreement to acquire ExactTarget for a whopping $2.5 billion, making it, the largest deal ever done by Salesforce. This news came as a surprise to many as the expectation was that Salesforce would go for acquiring Marketo or Neolane (Adobe going to acquire Neolane) (1). There were several obvious reasons behind it: 80% of Marketo users are also Salesforce users (2) , Marketo is categorized as Leader in Gartner's quadrant for CRM Lead management and has better financial performance compared to ExactTarget. When Oracle acquired Eloqua in February, 2013, a leading marketing automation solution company, several companies operating in same area e.g. Marketo, ExactTarget, Neolane had become hot target. In my view, not getting acquired by Salesforce would cause several challenges for Marketo in coming days as Salesforce would try to push its own marketing automation solution to customers now.

Continue reading "Salesforce acquiring ExactTarget: Is it really on Target?" »

July 8, 2013

The Siebel Roadmap

By Praveen Kadayinti

Senior Associate Consultant, Oracle Practice, Infosys

I was looking forward to the Oracle conducted session on "Siebel Spring Release and Roadmap" that was planned for July 1 2013. With Oracle's focus on Fusion, and the growing influence of cloud based CRM solutions, it would be interesting to see what the future held for Siebel CRM - which is a relatively costlier, on premise solution. The session surely did not disappoint Siebel enthusiasts, as at least from the owner Oracle side, it promised to continue support for Siebel CRM.

Continue reading "The Siebel Roadmap" »

March 12, 2013

CRM Analytics in Telecom

CRM Analytics in telecom is an emerging yet partially explored area. In today's competitive landscape and cut throat competition, Service providers must give something 'extra' - Extra in form of personalized recommendations, possessing a predictive tool for identification of customer's needs, making offers which the customers can't refuse and so on. Telco's should not only be able to increase revenue but also retain the existing customers. Irony today is that Telco's are seated on a data pile but they are unable how to use it. Loads of customer information in form of Network data, Customer data, Location data etc. lies stagnant with Telco's. In the years to come, Telecommunications industry is sure to be an important data source for myriad other industries - be it Retail, Banking or even insurance!

Continue reading "CRM Analytics in Telecom" »

March 11, 2013

Salesforce.com Looping in E-commerce

Our team recently implemented a Product catalog tool built on force.com for one of our manufacturing customers. This tool assisted our client's website visitors in searching for appropriate products which match their requirements. However, what surprised me was the missing linkage between the catalog and the purchase process. How nice it would have been, if customers were given an option to make their purchasing decisions right there on the catalog page rather than contacting the call center or filling up a "Contact Us" form to show their interest. That would make perfect business sense more so because this Client is using Salesforce.com extensively for both their sales and service processes automation.

Continue reading "Salesforce.com Looping in E-commerce" »

February 20, 2013

Enterprise CRM and DWH hand in hand- Supporting Analytics, CRM, BI to drive Business

CRM - Customer relationship Management (CRM) is integral part of every organization success story board and using right source of information at the right time, it can change the dynamics of the organization. CRM is used potentially by the business and its underlying data, infrastructure and application are being managed by IT. Most of the time, CRM Application is the most downstream application in the enterprise architecture; CRM gets data from various source system - Point of Sale (PoS) systems like retail, online, direct channel, various data enrichment stream like Big data e.g, Clickstream data, web log, social networking liking and comments, 3rd party file, customer review comments, common touch points like customer complaint, call back information, prospect capture. Some of the CRM application helps in capturing new prospect through direct channel and sometimes is used for updating existing customer contact details along with notes as well.

Continue reading "Enterprise CRM and DWH hand in hand- Supporting Analytics, CRM, BI to drive Business" »

July 16, 2012

Can Remote Device Monitoring benefit Field Service organizations

We all at some point of time would have come across "Remote device monitoring" or Machine to Machine Communication as an advanced way to interact with remotely located devices or equipment. Organizations have leveraged this breakthrough technology in various ways to pro-actively monitor the functioning of the devices and to take remedial actions before a major fault occurs. Remote Device Monitoring has seen wide spread usage in industries as diverse as Security management to monitor and control surveillance equipment and alarms, Transportation fleet management, provisioning of utilities such as oil, water or electricity, Production management in Manufacturing.

Continue reading "Can Remote Device Monitoring benefit Field Service organizations" »

July 2, 2012

Future of Business & Commerce in next decade: Part 1

Origin of business and commerce dates back to circa 150,000 years back(1) when prehistoric people started using trading to get things they needed. As it is assumed that it must have started by offering whatever one person has in exchange for some other thing which he wants. It established three basic elements of business; Buyer, Seller and Transaction. With progress in civilization, Business & commerce has evolved a lot and would continue to change in future too.  However, I believe, fundamentals of business has always been remain same and in coming future too, they would remain valid i.e. customer on realizing need for some product (buyers) would approach sellers of the product (organization) and make payment to get the product (transaction).  What is going to change in future is the way customer's need is recognized by customer herself and by organizations, the way alternatives are searched and information is processed by customers and organizations, and the way purchasing decisions are made by customers.

Continue reading "Future of Business & Commerce in next decade: Part 1" »

September 8, 2011

CRM Essentials for Group-Buying Sites

Social commerce is being talked about as a game changer for organizations in the near future. The adoption will be quicker for those operating in B2C domain. Social Commerce in itself is an umbrella under which many sub-models can be defined. One such model that is gaining popularirty are the emergence of Group buying sites like Groupon, Snapdeal.com and others.

This business model has seen lot of growth in recent times. Be it the incessant amount of funding for start-ups or the craze among customers, this concept has caught the eyes of all alike. Being a customer for few of them, somehow I couldn't resist myself in analyzing the model from CRM standpoint. Thanks to my passion with stuffs that brings value to customers :).

Continue reading "CRM Essentials for Group-Buying Sites" »

March 23, 2011

Day 0 and Day 1 @ SAP CRM 2011 Conference in Orlando, FL, US

Being the flagship event for SAP CRM, it is always exciting to attend this annual event which is about getting the news, views and networking opportunities related to CRM solutions from SAP.

This year the event is being held from Mar 21 - 25 in Orlando, FL, USA. First day being the jumpstart day, the real action began from Day 2 with the keynote session delivered by 'Jujhar Singh', SVP CRM Solutions for SAP.

The message of the keynote presentation was on the need to make a positive customer experience resulting in TRUST for your company. As the cross channel communication is on the rise, companies need to harmonize the processes and data irrespective of the customer touch-point leading to "One trusted View of the customer".

Having this theme to begin with, SAP's thrust of providing solution "On Demand, On Premise and On Device" was very much evident. There was additional emphasis on SAP's unique approach for CRM framework of excellence, having three key elements like Interaction, Operational and Decision Excellence.

Among the key announcements was the launch of 'Sales - On Demand" solution by SAP around Apr 2011. There was a lot of buzz around it with multiple speaker and hands-on sessions planned for it.  SAP later hinted that this could be the end of road for SAP's investment in their existing SAP CRM on-demand solution, which has been in the market for 4-5 years but has yet to get desired traction in terms of adoption.

"Sales-On demand" solution has been built on "By Design" platform with a completely new User Interface. Look and feel of the new UI was very refreshing and distinct than any other existing SAP solution. One can't ignore the Twitter like feeds, integrated object updates, integrated analytics, ERP interface, outlook integration and much more. More details on this solution can be fetched from http://sales.ondemand.com/

Another buzz was around SAP's new web channel platform, which has been due for release for a long time. Tentative timeline for its release is around July 2011. The demo gave the glimpse of what to expect from new solution in terms of common platform for B2C and B2B processes for sales, service and marketing. On the flip side, there might not be a smooth upgrade path for the existing web channel users to this new solution.

Mobility, Social CRM and High Volume Real-time Analytics were the other key focus areas during the keynote address.

Sybase's expected release for Mobile Service and Syclo's joint development with Sybase on its Unwired Platform (SUP) were the discussion points in mobility area. SAP's additional offerings in Social CRM integration (Twitter, Facebook) with SAP CRM clearly demonstrated the upcoming trends.

The day later progressed with multiple sessions on SAP CRM roadmap, enhancements in EhP1 components, Rapid deployment solutions, partner solutions, customer case studies and many others.

The large gathering of customers, consulting companies and analyst clearly demonstrated the excitement in CRM solutions by SAP.  

The day ended with Ask the Expert session and welcome reception with ample opportunity for socializing with other guests.

Will keep posting you all with updates for following days, so stay tuned...

February 3, 2011

Social CRM - shifting from 'command control' attutide to 'sense and respond' behavior (Part 2 of 2)

The analogy of the command-and-control and sense-and-respond helps me to connect with the style of management/practices and see the evolution of social CRM in that context. There are emerging discussions about the enterprises that are managing the business in 'sense-and-respond' approach and my post here is somewhat aligns to that thought process. There is a very good post here for those of you who are interested in further venturing into it. Coming back to the topic, let me now drive through the key difference that 'sense and respond' paradigm brings into social CRM.

Continue reading "Social CRM - shifting from 'command control' attutide to 'sense and respond' behavior (Part 2 of 2)" »

January 10, 2011

Enterprise Collaboration and Social CRM - exploring the relationship?

Often, I have come across the term "Enterprise collaboration" and that too mostly in the context of Social CRM.  In my view, the primary relationship between Enterprise collaboration and Social CRM is due to 'Social' behavior shown by the people and that's about it. The objective for using either of these in the organization can be as different as chalk and cheese.

Continue reading "Enterprise Collaboration and Social CRM - exploring the relationship?" »

August 9, 2010

Using Personality & Horoscopes in enriching CRM

Let me start by asking some very simple questions to all the readers - do you believe in Astrology? or to make it more objective, let me put it as how many of you read your daily/weekly horoscope?

Continue reading "Using Personality & Horoscopes in enriching CRM" »

March 9, 2010

Could CRM lead to innovation?

For companies to innovate, it is largely understood that there are two components involved: exploiting existing internal repository of knowledge and secondly, exploring new ideas, some of which can be directly adopted from external sources including customers, suppliers, partners etc. On one hand, managers may experience a cultural inertia on the idea of customer as a collaborator; on other hand, there is also an access issue - how do you make relevant customer feedback flow through the organization?

Continue reading "Could CRM lead to innovation?" »

February 26, 2010

SAP Insider CRM 2010- The New Normal is the “Now” normal

The New Normal is the “Now” Normal. This was the theme of the key note address at SAP Insider conference currently underway at Orlando, FL (see my previous blog post, SAP CRM 2010 Insider Conference). As the economy is coming out of a major slow down, the organizations are not necessarily changing their cost structures that came under tremendous pressure but expecting to continue at the same levels and do more with less. New investments are being planned but only with an expectation to demonstrate better results on an immediate basis - the ‘now’ normal. SAP’s executives discussed ways how SAP’s suite of products can be leveraged in identifying such targeted investments which will help solve today’s complex business problems, be nimble, effective, profitable and quicker to implement.

Continue reading "SAP Insider CRM 2010- The New Normal is the “Now” normal" »

December 29, 2009

Stakeholder Expectations from a CRM Application

The success of a CRM implementation lies in its acceptance for use by the various stakeholders. The stakeholders vary depending on the industry and application in question. Some of the stakeholders commonly involved in CRM are top management, marketing managers, retail sales agents / call center agents / field sales agents, customers using self care applications, dealers and product managers. Each stakeholder has their own set of expectations from the CRM system. Based on my experience in working with some of these stakeholders, I have listed below some of their expectations:

Continue reading "Stakeholder Expectations from a CRM Application" »

December 3, 2009

Marketing without measuring Marketing ROI is casualty

Recently I read an article on “Indian FMCG industry”, the article talks about lavish marketing spends in FMCG. This year marketing spends growth was twice that of the sales growth in Indian FMCG industry. In one way this is good news, Marketing is being given importance but unfortunate thing is that they are running towards a big disaster without measuring ROI on Marketing. Marketing was considered as a function which doesn’t provide any value addition when compared with its sibling sales. It is considered as a cost center.

Continue reading "Marketing without measuring Marketing ROI is casualty" »

November 3, 2009

Social Media – Feedback is essential and an important ingredient of SCRM. Use it to benefit

Scene-1
A tweet by client9 - @no1insocialmedia | thanks for the demo today. Would love it if the community creation in the tool could latch on to the private cloud.

Scene-2
Our Mike, Matt and John(the CIO) are in a meeting to pore over tomorrow’s sales pitches.
Matt:
John, Mike was mentioning about some feedback he received on Twitter today from our client from the coast side, about cloud integration capability.

Scene-3/Act1  John: Yeah, Matt lets put it on our to-do list anyways the product management has a long list.

Scene-3/Act2  John: Great Mikey! Matt, let’s use this feedback and see if we can prioritize this one as client9 has been a good advocate of our business. Lets use this feedback effectively as otherwise we need to request such ones. It also costs you see.

Continue reading "Social Media – Feedback is essential and an important ingredient of SCRM. Use it to benefit" »