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February 28, 2012

CRM - Telematics

With very few litres of petrol, a mobile phone which has no charge. With hailstorms and incessant rains and deserted road with no directions ...
I hope many of us may encounter these kind of situations. This gave me a start to think over, why not indian automobile market use the telematics technology which I have seen as  part of telematics implementation for a UK car manufacturing company?

Yes, I am highlighting on the emerging trends of Telematics - CRM in automobile industry. Let me explain you in this blog, what telematics is and how this is currently being used in the automobile sector and the scope of introducing in Indian automobile market.
What is Telematics? Telematics is a flow of information from  vehicle (both in and out)  through various communication technologies such as GPS , Wireless , Cellular).
CRM applications tying up with telematics would enable automotive manufacturers to develop more and more interaction with the customer  which in turn enable them leaders in the automobile market.
Below are the scenarios/cases mentioned in an automobile industry where CRM applications interact with telematics applications. 

Sridhar001.jpgScope of implementing telematics in Indian market:

• India is fastest growing country in terms of new passenger car registration.
• Considering the urban mobile and internet penetration.
• Currently this technology was limited to high end cars like, BMW, Mercedes Benz and Tats Jaguar. Lot of potential to tap the mid market segment.
• Increase in customer satisfaction and gain competitive edge with in car manufacturers.
• Compared to Asian and  US markets, this technology is meagerly used in India and hence providing there are more opportunities to implement this.

In my upcoming blogs I shall explain you each usecase/scenario as mentioned above in my diagram.

February 3, 2012

Desk.Com- Service Cloud for SMBs

On Jan 31st Salesforce unveiled its customer service application for small & medium business enterprises.
It is called Desk.com & is based on Salesforce's acquisition of Assistly.
Desk.com is a cloud based offering for SMBs to support their customers.

Key Features -

  • Build with keeping the Salesforce Social theme in the core, Desk.com allows the companies to support their customers over the major social channels like Facebook & twitter.
  • Integration with Facebook & Twitter is the standard feature of the product and it takes few clicks to link organization's FB & Twitter accounts with Desk.com.
  • Any or all the Tweets & FB posts on the linked accounts can be created & tracked as cases in Desk.com.
  • Desk.com also supports all the traditional customer support channels like Phone, Chat & Email.
  • Organizations can create a knowledge bank which can be made available to customers via their websites. This knowledge bank can act as the 1st step for the customers to resolve their issues.

Salesforce has also launched Desk.com for Mobile platforms. Desk.com for mobile is a HTML5 based application which supports all the major mobile platforms. Agents can respond to the customer while on move. All the major case management functionalities like sending responses, changing case priority, escalating the case etc. are available via Desk.com Mobile.

Pricing - 1st user license is completely free, create your account & start using it. After that it's US$ 49 per agent per month for unlimited usage. For part time support agents there is a flexible pricing option available which is US$ 1 per hour per user.

In this fast changing digital world where people spend a huge chunk of their time on internet nobody can ignore or deny the power of Social media.
But if Salesforce is targeting SMB's for this product then I am not sure how much the social part can be utilized by these organizations. Social interactions require a dedicated team to respond to Social media and if the responses are not handled by the experts then it can boomerang on the company and can have lasting negative impacts.

SMBs generally have very small customer service teams and they would like to respond to the actual customers/prospects rather than people posting random thoughts and queries on social media websites.
So I believe initially Desk.com will primarily be used for its traditional channel support & when the company grows in size and has enough support staff then they can start using the Social part of Desk.com.


Reference -http://www.youtube.com/watch?v=gFEbcDojo1A&feature=related