Siebel blueprint will help customers get the most out of CRM

Siebel is to introduce a business blueprint that offers customers a six-step services framework to expand customer relationship...

Siebel is to introduce a business blueprint that offers customers a six-step services framework to expand customer relationship management beyond software and make it more relevant as a business process, to help companies roll out software implementations and consolidate customer views in real time.

It includes educational content, such as white papers that users can access via a customisable, web-based interface. Siebel plans to use its experience to help customers to better understand their own business and measure success using relevant industry-specific metrics when rolling out CRM, according to senior vice-president of services, Eileen McPartland.

The idea is to help companies to meet key criteria, such as gaining executive sponsorship for projects, cleansing and maintaining customer data, and ensuring end-user adoption.

Using Siebel's steps and how-to explanations, customers will have methods in place that can reduce total customer ownership and improve their CRM processes, McPartland said.

She said that Siebel intends to remain a technology supplier, rather than a services company, and will rely on partners to help the customer blueprint roll-out. Although in the past Siebel has offered a number of overlapping services to customers, it intends to consolidate them and make it easier for customers to access Siebel resources during an implementation.

The initiative is expected to be pilot tested early next year, said McPartland.

During a set of keynote addresses at Siebel User Week, executives expanded on the company's "Chapter Two" strategy, which is intended to take the company beyond being just an applications supplier and make it more a trusted partner for customers.

As newly installed chief executive Mike Lawrie put it, the company wants to go beyond "technology for technology's sake" and use it for "driving business performance."

Siebel offered details at the event of its plan to create customised software packages. Relying on an integration stack from Informatica, Siebel's analytical applications will pull data from multiple sources, such as an ERP or billing system, and deliver it, in real time, to company employees.

Larry Barbetta, general manager of Siebel analytics, said this would "democraticly" distribute information through a company. Call centre representatives, for instance, might not need to run complex reports but could quickly see what sort of customer they were working with and treat them accordingly.

Marc L Songini writes for Computerworld

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