Realizada por Mircea Prelipceanu, CEO de la casa de CRM CAS genesisWolrd. y presentada en la tercera versión del CRM TRENDS 2012.

1. CAS CRM
Colombia – October 2012

2. Who am I ?
Mircea Prelipceanu

3. CAS Software AG – Head Office
Berlin
Karlsruhe

4. Technology Region Karlsruhe
• One of the TOP Technological regions of Europe
• Over 30.000 IT specialists and 9.000 Scientists and
Researchers
• The largest and prestigious IT Technical university in
Germany
• Top IT companies in Europe have here the HQ
• Technology History in Karlsruhe
• Baron Drais von Sauerbronn invented the bicycle in 1817
• Heinrich Hertz discovered electromagnetic waves
• Carl Benz, the inventor of the motor car

5. CAS Software AG at a glance – a few facts
Presence in 25 Countries in EMEA & LATAM
Over 200 Business Partners Worldwide
with more than 600 consultants for CAS products
EMEA
LATAM

6. CAS Software AG
Quick Facts
• Ownership is 100% Private
• Executive board and employees
• Employees
• Over 450 people
• Business
• >40 Mil. € in 2011
• Investments
• More than 20-30%% in new developments
• Several participations in other companies
CAS Group:

7. more than 200.000 users are runing
CAS„ Software products every day…
Turkey
Chile
Isabellenhütte
Brazil

8. CAS Software AG and others
Top CRM software companies in turnover values M€
Top software producers * on the CRM market in Germany
Rang Value M€ Value M€ 04/05
Enterprise 2004 2005
1 SAP 114 122 7%
2 Siebel (now Oracle) 53 45 -15%
Specialist 3 CAS Software AG 10,5 13 24%
for SME
4 PeopleSoft (now Oracle) 9,5 8 -16%
5 CAS GmbH 5 6 20%
6 update software 5 6 20%
7 Microsoft 4 5 25%
8 Cursor 3 3,5 17%
9 SuperOffice 2,7 3 11%
* exklusive BI-Spezialisten © PAC, 2006

9. BRAND Name Awareness - Europe

10. Quality of the CAS CRM products - Europe

11. who are you?

12. CRM consultant says “forget „delighted‟
customers, start thinking „devoted‟ customers”

13. „devoted‟ customers?

14. not „satisfied‟ customers

15. not even „delighted‟ customers

16. „devoted‟ customers ...

17. why?

19. Q1
what percentage of customers feeling that customer
experiences generally „exceed their expectations‟?
A: 20 % B: 2%
C: 33 % D: 17 %

20. Q1
what percentage of customers feeling that customer
experiences generally „exceed their expectations‟?
A: 20 % B: 2%
C: 33 % D: 17 %

21. customers feel:
‘customer service experiences
generally….’
•exceed expectations – 2%
•meet expectations – 62%
•miss expectations – 32%
(4% weren‟t sure!)
source: american express global customer service barometer

22. Q2
What is the average length of time consumers are
prepared to queue?
A: 2 minutes B: 5 minutes
C: 10 minutes D: 7 minutes

23. Q2
What is the average length of time consumers are
prepared to queue?
A: 2 minutes B: 5 minutes
C: 10 minutes D: 7 minutes

24. 2
The average time the consumer is prepared to
queue (compared to 5 minutes 6 years ago)
minutes Source: Barclaycard

25. Q3
what is the % of customers who would do more
business with an organization that offered decent
customer care?
A: 20 % B: 50 %
C: 70 % D: 90 %

26. Q3
what is the % of customers who would do more
business with an organization that offered decent
customer care?
A: 20 % B: 50 %
C: 70 % D: 90 %

27. “70% would do more business with an
organization that offered decent
customer care”
source: American express global customer service barometer

28. Q4
what is the % of customers who have ended a
relationship with an organization because of bad
service
A: 13 % B: 86 %
C: 73 % D: 39 %

29. Q4
what is the % of customers who have ended a
relationship with an organization because of bad
service
A: 13 % B: 86 %
C: 73 % D: 39 %

30. 73% of customers end a relationship with
an organization because of bad service
source: genesys telecommunications laboratories report – the cost of poor customer service
source: satmetrix

31. 6 out of 7
customers who
Customer
should complain,
don‟t.
They silently
take their
business
elsewhere.

32. Q5
what is the total revenue lost by organisations due to
poor customer service, just in one country ?
A: 12,7 Billions € B: 5,2 Billions €
C: 750,5 Millions € D: 19,2 Billions €

33. Q5
what is the total revenue lost by organisations due to
poor customer service, just in one country ?
A: 12,7 Billions € B: 5,2 Billions €
C: 750,5 Millions € D: 19,2 Billions €

34. “poor customer service is
costing organizations
€19.2 BILLION !!!!!!”
only in UK
source: American express global customer service barometer

35. 19.200.000.000 €
One billion

36. so,
what
does it
all
mean?

37. They leave
somewhere else
Treat them “bad”
… and
much more
Lose a lot
of money

38. but
what you don‟t know ...

39. 86
% of companies that change their supplier
express satisfaction with the previous supplier

40. so

41. forget
„satisfaction‟
start think
´devotion‟

42. ... talking about customers ...

43. some customers have

44. high expectations

45. some customers have

46. low expectations

47. all customers either have

48. a „great‟
experience

49. or

50. a „poor‟
experience

51. look at it
like this

52. high expectations
a „poor‟ a „great‟
experience experience
low expectations

53. high expectations
a „poor‟ a „great‟
experience experience
„delighted‟
low expectations

54. „delighted‟ customers

55. are surprised by the level of
service you provide
(positively surprised please!)

56. so

57. „delighting‟
customers
is „a good start‟

58. but

59. with time

60. expectations will rise

61. (which is a good thing)

62. the challenge is to consistently
deliver

63. a „great‟
experience

64. high expectations
„devoted‟
a „poor‟ a „great‟
experience experience
low expectations

65. why?

66. „devoted‟ customers

67. stick with you

68. spend more

69. shout
about
you to
others

70. the goal therefore is to create

71. „devoted‟ customers

72. how?

73. “ the more you engage with
customers the clearer things become
and the easier it is to determine what
you should be doing”
John Russell, President, Harley-Davidson Europe

74. so

75. give your
customers
„a damn good
listening to‟

76. 44% of consumers say
the majority of their
customer experiences are
banal

77. so

78. identify
your
barriers
to giving
a great
experience

79. The age of abundance ….
“in every single
industry
there is now
overcapacity
of production
and lack of capacity
in terms of people”

80. so

81. THINK

82. and

83. BE

84. different

85. it‟s an ongoing process

86. be an ‘enemy
of the USUAL’

87. aim
this for

88. high expectations
a „poor‟ a „great‟
experience experience
low expectations

89. high expectations
a „poor‟ a „great‟
experience experience
low expectations

90. so

91. raise the bar

92. it‟s not easy

93. occasionally customers will have

94. a „poor‟
experience

95. high expectations
„disappointed‟
a „poor‟ a „great‟
experience experience
low expectations

96. so

97. spot „disappointment‟

98. ask

99. were you
completely happy
with our service?

100. and
act

101. get
back

102. to
this

103. high expectations
„devoted‟
a „poor‟ a „great‟
experience experience
low expectations

104. not
this

105. high expectations
a „poor‟ a „great‟
experience experience
„disaffected‟
low expectations

106. “executives say that the way
their organisations interact with
customers will be the greatest
challenge in their operations”
Economist Intelligence Unit – Business 2010

107. Why ?

108. Customer Complains - B2B
1 unhappy customer complain
25 unhappy customer
Never formally complain
Each on those 26 unhappy customers
Tells an average of other 10 people
About their experiences
260 people
… who in turn each will tell
in average of 5 more people
about what they heard …
1300 people
For every single formal complain that reach your company there are in average
of 1560 other people that knows about problems with your company

109. so

110. go for „delighted‟

111. aim for „devoted‟

112. spot „disappointed‟

113. avoid „disaffected‟

114. Creating
‘
customers

115. means
taking
action,
not notes

116. so

117. don‟t just stand
there….. do
something!

118. so what are
you going to
do?

119. “take the first
step in faith. You
do not have to
see the whole
staircase.
Just take
the first
step.”
Martin Luther King

120. For sure
you will
need some
tools

121. Tools for your business …
Customers Multi Channel Event Marketing Customer
segmentation campaigns management Budgets tracking Interaction analysis
Lead Responsible Competition Winning Sales
management workflows analyze probabilities Report and analysis
SLA Hotline & Help-Desk Ticketing Responses and
management Call Center Portal System satisfaction analysis
Time load Expenses Resource Milestones Complete
calculations internal/external planning targets/risks Project reporting
Document 3rd party systems
Groupware Workflows
management integrations (eg.ERP)
Task & Appointment Personnel Intelligent
E-Mail
planning management Address Management

122. Where you can find so many tools ?
DON‟T WORRY !
Everything comes in one box !