08-03-2011, 12:02 PM
[attachment=9759]
CUSTOMER RELATIONSHIP MANAGEMENT
Facts about HP…..
Founded in 1939
• Corporate headquarters are in Palo Alto, Calif
• Mark Hurd is president and CEO
• HP is among the world's largest IT companies, with revenue totalling $118.4 billion for fiscal 2008
• HP's 2009 Fortune 500 ranking: No. 9
No. # 1 Globally……..
# 1 globally in the inkjet
#1 globally in desktop PCs and notebooks
#1 globally in blade, x86, Windows®, Linux, UNIX and high-end UNIX servers
#1 globally in total disk storage systems
#1 globally in distributed system management software
#1 globally in automated software quality
#1 on Newsweek's ranking of Greenest Companies in America
Principles for Strong CRM in HP
Know about customer value and anticipate relationship better
Consolidate and make available all customer interaction information from all channels and touch points
Develop customer centric infrastructure that can consistently support the customized treatment of each customer
Assign dedicated people, process and technology resources to achieve profitable results
HP and it’s CRM strategy in US & India
“HP Inside” Did you know that HP ...
HP India Factsheet
Operates under four segments: Home & Home office, SMBs, Large Enterprise Businesses and Public sector health and education
Operates through three divisions: Imaging and printing, personal systems and technology solutions
India hosts nearly a fifth of HP’s global workforce
Laptops, consumables and services drive margin growth for HP India
GDAS (Global Delivery Application Services) India is the flagship center in HP’s global network for application services delivery for customers around the world.
Critical Success Factors for CRM @
• Ease of Integration
• Ease of Customization
• Easy Scalability
• Business Process Management & Integration
• Operational Efficiency
• Customer Loyalty/ Retention
(Source: Amdocs Research)
CRM at HP India
Customer life cycle at HP
CRM practices at HP India
• HP started on this initiative in 2000 when it outsourced its call center requirements to Delhi-based DSS Mobile.
• Call centre passes on valuable leads to resellers.
• If several resellers qualify, then the software picks up the reseller which has the least amount of transaction to its credit.
• Calls are either categorized as ‘hot leads’ or ‘information seekers’ depending on the urgency of the calls.
CRM practices at HP India
• Agents keep in touch with the customer and continue with the follow-up till the loop is closed.
• HP has a dynamic process whereby non-performers are pulled out of the network just as performers are propped into the network.
• Performance is based on the ability to transform leads provided by the call center.
• Call centers are located in Delhi, Mumbai, Chennai, Kolkata, Hyderabad, Bangalore, Ahmadabad and Pune.
CRM practices at HP India
• Customer loyalty index is tracked on following parameters:
– At risk
– Favorable
– Vulnerable
– Loyal
• Front line team handles all the customer issues.
• Backend team handles the upgrading issues.
• Partners provide the hardware support.
CRM practices at HP India
• Service providers are assessed continuously on -
1.Turnaround time
2. Number of parts requested per call
3. Closing the call
4. Customer Satisfaction
5. Repair Rate
• HP uses automated call distribution(ACD) software- enables to track history of a particular customer.
• Total number of calls logged in are 21000 of which 4600 are through web support, 1270 emails and 15000 telephone calls
CRM practices at HP India
• Customer orientation is primarily achieved by
– Managing the customer contact
– Management of the reseller
• Training
• Management of the processes
• Linking of rewards with productivity
– Making use of customer histories to bring about improvements in product. Attempts are being made to prepare record of every customer who buys a HP product
• Unhappy customers are contacted by HP and through partners, attempts are made to make him happy
• There is regular updating of documents and regular circulation of pocket references
CRM at HP USA
HP-USA CRM Practices
HP Business Intelligence Services helps to optimize customer contact
CRM professionals who are contact specialists are employed to determine how to consolidate costs and offer the customer self-service solutions
Customer intimacy—targeted communications—to address customer needs
HP-USA CRM Practices
• The company gets 600 million calls a year from its customers and ships about 500 million products
• New forms of customer interactions—blogs and social networking applications
• Transforming HP’s IT infrastructure to view customers, regardless of which business they purchased from
• CRM software—whole data warehouse; HP’s own business intelligence software, and SAS
HP-USA CRM Practices
• The HP approach to achieving business results
– The core of the HP approach is multivendor management
– Comprehensive customer strategy and assessment that encompasses the people, processes, and technologies
– Offers global, enterprise-wide services & customer self-services
– HP maximizes contact center performance; services encompass strategy, technology, governance, and quality-based processes
– HP-USA CRM Practices
• HP reanalyzed its marketing techniques in 2001 to determine what customers want and how they prefer to receive it.
– They found out that they sent marketing material to two main customer groups: IT managers and end users.
– From this information, they were able to dig deeper and figure out what these customers cared about and cut a huge portion of their marketing costs.
– In addition to this, they were able to save roughly $150,000 a month by not sending customer mailers (which cost $1.00 each) and/or unnecessary emails ($0.10-$0.15 each).
Recommendations
Recommendations to HP India
CRM is a philosophy, not just technology. Imbibe the philosophy
Even the best technological solutions , without people’s involvement cannot ensure good CRM. Provide proper training to the staff and ensure that they are aware of the company’s goals and strategies.
Try and please a customer at every ‘moment of truth’
HP USA should be taken as a role model for implementing CRM in India
CUSTOMER RELATIONSHIP MANAGEMENT
Facts about HP…..
Founded in 1939
• Corporate headquarters are in Palo Alto, Calif
• Mark Hurd is president and CEO
• HP is among the world's largest IT companies, with revenue totalling $118.4 billion for fiscal 2008
• HP's 2009 Fortune 500 ranking: No. 9
No. # 1 Globally……..
# 1 globally in the inkjet
#1 globally in desktop PCs and notebooks
#1 globally in blade, x86, Windows®, Linux, UNIX and high-end UNIX servers
#1 globally in total disk storage systems
#1 globally in distributed system management software
#1 globally in automated software quality
#1 on Newsweek's ranking of Greenest Companies in America
Principles for Strong CRM in HP
Know about customer value and anticipate relationship better
Consolidate and make available all customer interaction information from all channels and touch points
Develop customer centric infrastructure that can consistently support the customized treatment of each customer
Assign dedicated people, process and technology resources to achieve profitable results
HP and it’s CRM strategy in US & India
“HP Inside” Did you know that HP ...
HP India Factsheet
Operates under four segments: Home & Home office, SMBs, Large Enterprise Businesses and Public sector health and education
Operates through three divisions: Imaging and printing, personal systems and technology solutions
India hosts nearly a fifth of HP’s global workforce
Laptops, consumables and services drive margin growth for HP India
GDAS (Global Delivery Application Services) India is the flagship center in HP’s global network for application services delivery for customers around the world.
Critical Success Factors for CRM @
• Ease of Integration
• Ease of Customization
• Easy Scalability
• Business Process Management & Integration
• Operational Efficiency
• Customer Loyalty/ Retention
(Source: Amdocs Research)
CRM at HP India
Customer life cycle at HP
CRM practices at HP India
• HP started on this initiative in 2000 when it outsourced its call center requirements to Delhi-based DSS Mobile.
• Call centre passes on valuable leads to resellers.
• If several resellers qualify, then the software picks up the reseller which has the least amount of transaction to its credit.
• Calls are either categorized as ‘hot leads’ or ‘information seekers’ depending on the urgency of the calls.
CRM practices at HP India
• Agents keep in touch with the customer and continue with the follow-up till the loop is closed.
• HP has a dynamic process whereby non-performers are pulled out of the network just as performers are propped into the network.
• Performance is based on the ability to transform leads provided by the call center.
• Call centers are located in Delhi, Mumbai, Chennai, Kolkata, Hyderabad, Bangalore, Ahmadabad and Pune.
CRM practices at HP India
• Customer loyalty index is tracked on following parameters:
– At risk
– Favorable
– Vulnerable
– Loyal
• Front line team handles all the customer issues.
• Backend team handles the upgrading issues.
• Partners provide the hardware support.
CRM practices at HP India
• Service providers are assessed continuously on -
1.Turnaround time
2. Number of parts requested per call
3. Closing the call
4. Customer Satisfaction
5. Repair Rate
• HP uses automated call distribution(ACD) software- enables to track history of a particular customer.
• Total number of calls logged in are 21000 of which 4600 are through web support, 1270 emails and 15000 telephone calls
CRM practices at HP India
• Customer orientation is primarily achieved by
– Managing the customer contact
– Management of the reseller
• Training
• Management of the processes
• Linking of rewards with productivity
– Making use of customer histories to bring about improvements in product. Attempts are being made to prepare record of every customer who buys a HP product
• Unhappy customers are contacted by HP and through partners, attempts are made to make him happy
• There is regular updating of documents and regular circulation of pocket references
CRM at HP USA
HP-USA CRM Practices
HP Business Intelligence Services helps to optimize customer contact
CRM professionals who are contact specialists are employed to determine how to consolidate costs and offer the customer self-service solutions
Customer intimacy—targeted communications—to address customer needs
HP-USA CRM Practices
• The company gets 600 million calls a year from its customers and ships about 500 million products
• New forms of customer interactions—blogs and social networking applications
• Transforming HP’s IT infrastructure to view customers, regardless of which business they purchased from
• CRM software—whole data warehouse; HP’s own business intelligence software, and SAS
HP-USA CRM Practices
• The HP approach to achieving business results
– The core of the HP approach is multivendor management
– Comprehensive customer strategy and assessment that encompasses the people, processes, and technologies
– Offers global, enterprise-wide services & customer self-services
– HP maximizes contact center performance; services encompass strategy, technology, governance, and quality-based processes
– HP-USA CRM Practices
• HP reanalyzed its marketing techniques in 2001 to determine what customers want and how they prefer to receive it.
– They found out that they sent marketing material to two main customer groups: IT managers and end users.
– From this information, they were able to dig deeper and figure out what these customers cared about and cut a huge portion of their marketing costs.
– In addition to this, they were able to save roughly $150,000 a month by not sending customer mailers (which cost $1.00 each) and/or unnecessary emails ($0.10-$0.15 each).
Recommendations
Recommendations to HP India
CRM is a philosophy, not just technology. Imbibe the philosophy
Even the best technological solutions , without people’s involvement cannot ensure good CRM. Provide proper training to the staff and ensure that they are aware of the company’s goals and strategies.
Try and please a customer at every ‘moment of truth’
HP USA should be taken as a role model for implementing CRM in India
