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(共20张PPT)
Chapter 13
Future of CRM
Introduction
Learning Objectives
Emerging Technologies & CRM
SaaS Solutions
Cloud Computing
New Customer Access Technologies
Recap
Chapter 13: Future of CRM
After going through this chapter, the students will be able to:
Discuss various emerging technologies and their impact on CRM
Discuss and understand the concepts of SaaS and cloud computing and their impact on CRM
Analysing the effect of New Customer Access Technologies
Learning Objectives
The very purpose of CRM is to help a business to develop constructive truthful mutually rewarding Relationships.
Today CRM is getting integrated with more and more business processes.
The relationship management with the customer is possible only through management of relationship with all the stakeholders like employees, suppliers, vendors, investors, shareholders, intermediaries, distributors, retails, wholesales and society as a whole.
CRM will be evolving towards Stake holder Relationship Management (SRM) in future.
Introduction : Scope of CRM in Future
The deployment of CRM in organizations is witnessing a major change primarily because of two reasons. Firstly, the customer focused being the core strategy of the organization, the scope of CRM has increased manifold. The CRM being used mainly for capturing and managing the sales has now become all-pervasive in the various functions of the organization.
Secondly, the paradigm changes in core IT technologies has changed the way eCRM applications are deployed. The new IT trends like the concept of data centres, virtualisation, IT infrastructure as a service (IaaS), platform as a service (PaaS), software as a service (SaaS) and now the cloud computing has resulted into drastic reduction in time and efforts required in their implementation.
Future Deployments
Besides these, the pricing models of these solutions has made eCRM within the reach of even the small organizations, resulting into explosive implementation of eCRM across different types of businesses and industries.
Future Deployments (Contd.)
Future Challenge
The ever-increasing penetration of customer access technologies.
The voluminous capturing of subscriber data and increased access.
Today, the companies are sitting on piles of personal information of customers, which is prone to be misused intentionally or unintentionally, if information security issues are not properly addressed.
Availability of personal information does not give right to any organization to intrude into the privacy of the customers. This is a very subjective and sensitive issue to decide where to set the boundary between legal and ethical contact with the customers and unethical intrusion in his privacy.
The Permission Marketing, in which the organizations seek the prior permission of the customers in some non-intrusive ways before sending any information like promotional material, product information, feedback etc. from the existing or prospective customers.
Future Challenge (Contd.)
Emerging Technologies & CRM
Software as a Service (SaaS) is an emerging technology solution to build up IT applications. In SaaS technology, which is also known as ‘on-demand-software’, application and its associated data is hosted centrally at third party location and users of the organization can use the software over the network, which is usually the internet.
Most SaaS applications are hosted at a data centre and the whole infrastructure is managed by the third party, leading to scenario where the host party if relieved from all capital investments and maintenance.
SaaS and CRM
In the current competitive environment, almost every company, irrespective of its size and product category, is willing to have some eCRM solution to fight the intense competition. In the backdrop of this scenario, CRM is undisputedly the most widely adopted SaaS application, making it a wave in future.
Increasing penetration of broadband internet connections, availability of open integration protocols, increasing popularity of web applications and web development, increased security of internet protocols and emergence of new protocols like IPv6 are major adoption drivers of SaaS Solution.
Major adoption drivers of SaaS Solution
SaaS Architecture
SaaS solutions are usually priced on equated-period based subscription, with no upfront capital expenditure, which makes the solution highly cost effective, especially for small and medium scale enterprises.
Some service providers even offer free service with limited functionality and scope, and service is charged only when the functionality and scope is enhanced.
Major reason of growth of SaaS solution is its capability to provide the solution at a price which is competitive to own premise solution.
Pricing Model of SaaS Solution
Low initial Cost
No Hardware and Software Installation
Accessibility
Highly suitable for virtual, medium and small enterprises
Less Setup time
Flexibility of Contract
Business Focus
Pros of SaaS Solution
Security Concerns
Speed dependant on network and third party
Limited Customisation
Integration Issues.
TCO Over-run in long run
Cons of SaaS Solution
Cloud Computing
Simply speaking cloud computing is computing over the network enabling the delivery of IT resources over the network.
The resources which can be delivered include applications and services, as well as infrastructure on which they operate.
So when the IT resources are available on the internet, the business organizations can purchase or subscribe to them as when needed.
This will make IT resource as a ‘commodity’, which can be bought at desired time in quickest possible time and in desired granularity.
Cloud computing provides computation, application, data access, and storage services that do not require end-user knowledge of the physical location and configuration of the system that delivers the services.
Cloud Computing
Telephones
IVRS
ATMs
Web portals
SMS
Mobile Phones
3 G
Mobile Broad
New Customer Access Technologies
The innovations in IT like SaaS and cloud computing has changed the way; the business applications will be deployed.
SaaS has been fast emerging as technically sound and cost-effective medium of doing business.
This paradigm change in the business scenario has been enabled by the increasing broadband penetration, superiority of web technologies and tools, lower cost of hardware installation, growing number of small to medium businesses and changing customer mindset.
New Customer Access Technologies can be harnessed by the companies to enhance the value to customers.
Recap

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