Conferencia expuesta en CRM TRENDS 2011 en Bogotá Colombia el 7 de octubre de 2011!

1. CAS Software AG
Success with Customer Excellence
Why CRM, Is it really necessary ?
Mircea Prelipceanu
International Business Manager
CRM TRENDS 2011
07.10.2011

2. What can you expect today?
Agenda
1. CAS Software AG
2. The Increasing Importance of CRM
3. CRM – so what now?
4. Live with CRM

3. CAS Software AG
Success with Customer Excellence
CAS Software AG

4. CAS Software AG – At a Glance
Facts
 Established 1986
 Headquarters Karlsruhe - Germany
 Ownership Executive board and employees
 Employees CAS group: ~330 (Dec 2008)
CAS Software AG: ~190
 Turnover ~33 Mio. Euro
Growth in 2008
 Employees +16%
 Turnover +34.0% with CRM standard products
+18.2% CAS-Group
Investments in the future
 in innovation over 25% of the turnover goes into R&D
 in employees CAS model: earnings shared with employees
CAS academy: continuing on-the-job training,
CAS leadership compass
CAS new blood: close contacts with universities,
research facilities, etc.

5. CAS Software AG – A Few Facts
 More than 140 partners in DE and 55 worldwide and over
150.000 users of CAS products
 CAS is active in more than 24 countries on 4 continents:
 Focus on EMEA and LATAM
 In Turkey presence since 2007
 CAS genesisWorld is available in 12 languages
D, EN, FR, IT, RO, HU, HR, CZ, ES, NL, TR, PL
 Several CRM products and dedicated CRM branch solutions
 Hundred add-on solutions to common systems
 Numerous awards: CAS recently won the CRM Best Practice
Award (for the 5th time ) with customer OKI Printing Solutions

6. CAS Software AG
Success with Customer Excellence
The Increasing Importance of
Customer Relationship Management

7. Current situation
Enterprise Products
Services Customer

8. CRM – what is that ?
•CRM is a long-term business strategy to growth and
improve profitability through a better understanding of
CONFUSED ?
customer behavior.
•Customer Relationship Management - those aspects
of a business strategy which relate to techniques and
methods for attracting and retaining customers.
•There is no agreed definition, but CRM is a blend of
operational processes, methodologies and
techniques that helps organizations create two-way
interactions with customers, thereby enabling them to
better understand and anticipate the behaviors,
needs and wants of existing and potential customers.
•CRM is a straightforward concept...

9. Drivers of CRM
Product & Competition
Products become more
and more comparable!
Increasing Competition!
CRM

10. In Past - Sales process
- PRODUCT was in the middle
- Selection was not so great , were mostly regional providers
- Lack of market overview and actions to attract new customers was not necessary,

11. Today - Purchasing process
- Customer have more power is well informed, market is transparent
- Customer have HIGH expectations from products/services and become disloyal
- We all run for customers, the product is not in middle anymore but CUSTOMER get in
focus

12. Competitive advantage through
customer orientation
Evaluation of future opportunities for competitive differentiation
Services/Customer orientation 76,9%
Product quality 57,4%
Technical/Innovation 56,5%
Price-Performance 42,6%
Image/Publicity 21,3%
Sales 21,3%
Price/Costs 14,8%
Source: Simon, Kucher & Partner
 Services & customer orientation bear the greatest
potential to differentiate from the competition

13. Competitive advantage through
customer orientation
Evaluation of corporate strategies, which promise the
largest competitive advantage on a long-term basis
(Number of points:500 = high potential, 300 = little potential, 100 = low potential)
Customer Relationship Management 422
Growth strategies 407
Core competencies management 380
E-Business 376
Knowledge Management /
optimized information processes 370
Business Process Outsourcing 340
Total Quality Management 335
Lean Management 332
Business Process Reengineering 293
Shareholder Value Management 270
Virtual Companies 256 Source: Institute of Management and
Consulting Sciences; Prof.Dietmar Fink

14. Top 10 challenges for SME
Top 10 of the challenges for medium-size enterprises from advisors point of view
Customer relationship management 52 42
Recruitment / Employee qualification 50 43
48
Innovation 42 48
International competition 41 41 42
Globalization (new markets and competitors) 37 47
42
Changing business strategies 32 50
Capital raising 30 49
Intensifying national competition 29 51
Demographical changes 28 46 Importance in %:
very important
important
Costs cut 27 51
Source: Facts & Figures from advisors market 2007/2008,
BDU e.V. 2008

15. Drivers of CRM
Customer behavior
Decreasing loyalty
Product & Sources of information
Competition Demanding attitude
Products become
more and more
comparable
Increasing
Competition
CRM

16. A closer look to customer

17. Customer
1 happy customer shares its positive
experiences with 4 other persons
:)
4

18. Customer
1 unhappy customer shares its bad experiences with
another 8-10 persons, (potentially) customers
:(
 10

19. Customer
12 positive actions are necessary to be done,
in order to adjust a negative situation
12 

20. Drivers of CRM
Customer behavior
Decreasing loyalty
Sources of information
Demanding attitude
Getting new customers
Product &
vs
Competition
Taking care about the
Products become existing ones
more and more
comparable Getting new customers is
more expensive than
Increasing improving relations with
Competition existing ones
CRM

21. Increasing revenues through customer loyalty
Revenue
Loyal customers
20% Costs
80% Sales
Multiple customers
One time customers
Interested customers
80% Costs
20% Sales
Potential customers
Costs

22. Customer relations and confidence
Trust,
operations
costs
Operations costs Trust
Time
Costs and trust in the process of a successful business relationship
Source: Tech. University Berlin, Inst. f. BWL, Business und Services marketing, Prof. Dr. E. Kuhlmann

23. Important Questions?
1. Do you know your customers ?
2. What information do you have about them? Also personal data ?
3. Who is having this information?
4. Is your customer aware about your company and what u do?
5. Is your customer satisfied with your company?
6. Is your customer enthusiastic about your company?
7. Would your customer recommend you to others?

24. CAS Software AG
Success with Customer Excellence
CRM – SO WHAT NOW?

25. Short Motivation, Part I

26. Short Motivation, Part II

27. Starting point: Address Management
Annoying situations:
• Time intensive data input
result in incorrect address
entries incomplete custo -
mer data
• duplicate copies
• missing, wrong or old
data of contact persons
• poor additional information
Quelle: Riek, direkt Marketing Fairmarktung GmbH & Co. Service KG
• no addresses of decision makers
• no transparency regarding data quality
 According to statistics, in Germany, between 10 - 30% of the customer data
inserted in a CRM systems is corrupted.

28. Address management in the future
Structured process of Address
Management
Responsibility and Transparency over
address quality
Notifications on changes
Correct Addresses
Persons will be notified about
Always updated and completed
changes immediately
Complete Information
Enhancements for better decisions

29. Revolution in address management
Gathering addresses CAS
Manually or Import
with address wizard /
Madam Software
AG Other databases
Janine
Black
Examination and correction
Duplicate check OKI
Printing
Solutions
Allocation/
Reference database
Supervise
Enrich
Regelkreis
Update

30. Address wizard

31. Just one mouse click: The address is arranged!

32. Address Revolution: Correction and Enhancement
WebService
Customer database Reference database
Status Quo:
• incorrect • bedirect
• incomplete • Yellowmap
• wrong contact • Schober
persons • Deutsche Telekom
• Others

33. Summary: Revolution in Address Management

34. Address Management
Address acquisition
 Address assistant
Address monitoring Duplicate check
 automatic address  when entering the
update address/ for all databases
Validating and enhancing
addresses  with WEB
Servicess

35. Reaching and serving customers
Customers Multi Channel Event Marketing Customer
segmentation campaigns organization 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 Intelligent
E-Mail Form designers
planning Address Management

36. Let's Go Live with CRM…

37. For further information please contact us:
www.stone.com.co
Bogotá: 57 1 618 01 41 Bucaramanga: 57 7 6497063
Cra 15 No. 98-42 Ofc 402 Calle 49 No. 27 A- 65 Ofc. 503
Bogotá – Colombia Bucaramanga – Colombia
ventas@stone.com.co ventas@stone.com.co