superfast business: understanding crm

Serco Internal

Understanding CRM Kate Doodson Cosmic

Serco Internal Serco Internal

What is superfast business?

• Superfast Business is a European Funded

programme of fully funded business support for

SMEs

• Delivered by Peninsula Enterprise, working with the

Local Authorities & Connecting Devon & Somerset

broadband rollout project


Superfast Business Support

• Business advice and specialist support to help growth businesses maximise the opportunities of Superfast Broadband and associated technologies.

• Businesses can get support to: – Developing an ICT strategy – Developing your ICT network/ infrastructure – Engaging new and existing customers – Collaboration – Client Relationship Management Systems – Flexible working – Moving your business to the Cloud – Business Continuity

• Eligibility criteria apply to businesses accessing the service

Support Available – 12 hours of support

Serco Internal

1. Register on our website (which incorporates the Knowledge Hub). www.superfastbusiness.co.uk to unlock access to a range of resources and materials

2. Check your eligbility 3. Let us know what areas of ICT and technology you might

be interested in

4. Talk to our Client Relationship Co-ordinator to check your eligibility and arrange an appointment with one of our dedicated Business Advisers

Next Steps

Developing an ICT strategy Developing your ICT network/ infrastructure

Engaging new and existing customers Collaboration

Client Relationship Management Systems Flexible working

Moving your business to the Cloud Business Continuity

http://www.superfastbusiness.co.uk/


http://www.youtube.com/watch?v=G7KZR9

NwKQQ

http://youtu.be/G7KZR9NwKQQ



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Serco Internal

Understanding CRM systems

Kate Doodson Cosmic


• We are creating 2.5 billion GB of data every

day

• In the last 2 years we have created 90% of

the data on the planet

Serco Internal

•Information is big - Big Data.

•More things on the internet than people

•How can we make the most of this? How can we

turn this into useful information

Big Data


Value of data

• Triangle


• Big data and internet of things

Advertising

TV

Mail shots

PR

Radio

Print

Old world marketing

PR

Search

TV

Mobile

Social media

Radio

Print

affiliate

Webinars

PPC

Email

Rapid

Fragmented

Two way

Website

New world marketing


Questions

• Do you know the value of each customer?

Their total lifetime value?

• Do you follow up every sales lead?

• Can you track sales to marketing easily?

• Do your staff communicate effectively?

about client intelligence?

• Can you track your sales pipeline?

• Can you predict customer behaviour?


Agenda

• What is a CRM system?

• Benefits of CRM

• Key functions

• Main CRM systems

• Top tips for implementation


What is a CRM system?

Customer Relationship Management • Model for mapping company’s interactions with current

and future customers

Customer Relationship Management System

• Technology to track, record and store customer data and interactions

• Data mine the information to increase customer

relations

What is a CRM model?

Serco Internal

Business benefits


Financial benefits

ROI – on average £5.60 for every £1 spent on CRM implementation

CRM can increase revenue

• 41% increase revenue per sales person

• 27% increase is customer retention

• Efficiencies of sales and marketing budgets by 23%

http://nucleusresearch.com/research/notes-and-reports/crm-pays-back-5-dot-60-for-every-dollar-spent/ 2013

http://nucleusresearch.com/research/notes-and-reports/crm-pays-back-5-dot-60-for-every-dollar-spent/

























Business benefits of a CRM system

• Improved productivity - Right information – first time

• Better Management Information – most profitable customer, lifetime value of customers, ave cost of

sale, spotting customer problems etc

• Efficient sales processes - in-office and on-the-move

• Establish marketing effectiveness – what works best?

• Improved internal communications – staff knowing

more about business

• Staff empowerment

Exception Group Case study

Serco Internal

Main functions of a CRM system

6 functions of a CRM system

Contacts database

Sales process & project automation

Customer support

Marketing process & monitoring

Social media & monitoring

Internal communications

1

2

3

4

5

6

What do businesses use CRM for?

Gartner 2012


• Cotacts database

– Contact details - name, address, telephone, email, social media etc

– Relationship mapping inside customer’s business

– Point of contact & decision makers

– Aggregate contact history

– Subscriptions and membership management

– Input once • update across staff and business

• update across integrated systems

Contacts database 1


Communication tracking across business

Twitter


• Sales process and automation

• Multi form input

• New leads auto assigned

• Sales tasks automated

• Quotations created, stored

• Pipeline quotes reported

• Sales activities reported

Sales process & automation 2


• Create automated tasks and assign to opportunities

• Reminders are sent to email and shown on

dashboard


• Customer support

– Reduce service response times

– Improve customer resolution

– Increase self service

– Pull team together around customer care

Cusomer support Customer support 3


– Create, assign and manage customer

support

– Lookup customer history of

products/services and outcomes

– Create self-serving ticketing service

– Management & monitoring of support

provided

– Record & charge support time


Marketing process and automation • Track, measure campaigns

• Cross channels - email, SM, SEO, PPC, telephone,

mail

• Track clicks, responses, leads and deals

• Campaign automation

• Campaign management

• Campaign reporting

Marketing process & monitoring 4

Post completion marketing campaign


• Social media &

monitoring

• Brand listening

• Scheduling social

media

Social media & monitoring 5


• Internal

• Staff conversations

• Task assignment

• Sharing news on deals

• Keeping everyone in the loop

• Collaboration

Internal communications 6


http://www.youtube.com/watch?v=GSiQpIe5q-4&list=TLAx0o5jl9-nuP8-bOwozbRHGxYW1Q-ifK

6 functions of a CRM system

Contacts database

Customer support

Sales process & automation

Marketing process & monitoring

Social media & monitoring

Internal communications

CRM system integration

CRM Accounting

software

Website & e-commerce

Email, contacts & calendar

ERP/MRP & supply chain

systems Customer support

Knowledge hub

Email marketing & Retargeting

Serco Internal

CRM Platforms


Which CRM?

Sector specific


SalesForce CRM • Worlds leading CRM vendor (14% share)

• Covers wide range of CRM needs

• Modular

• Integrates with many software products

• Good reports

• On-premise and hosted solutions

• Email/voice/web/calendar integration

• Email campaigns & mailing labels


Microsoft Dynamics • 6.3% share of marketplace

• 3.5m licences 2013

• Fully integrates with Microsoft

stack – Outlook – built in

• Good UI


• Integrates really well with other

software

– Xero

– Mailchimp

– Google Apps

• Free up to 2 users

• Simple easy to use

• Great interface


CRM costs

Costs Number of free users?

Salesforce $65 a month

Dynamics £42 a month

SugarCRM $35 a month

Oracle CRM $70 a month

Zoho $20 a month 3 users

Sage CRM

$39 a month

Capsule £8 a month 2 users

Insightly $29 a month 3 users

Intouch CRM £29 a month 2 user


Costs

10 staff 50 staff

Consultancy

£1k -5000 £2k- 10000

Staff time

1-5 days 2days – 2 weeks

Software costs £450pcm £2250 pcm

Set up & development £0-20000 £5k-50000

Data cleansing

£0 - 2500 £10000

Data migration £0- 1500 £5000

Staff training

£1500 £10000

Very approx totals £12,000 £50,000


Simple CRM solutions

Simple Contact management?

• Google Contacts - share across business

with Apptivo

• Outlook Contacts - share (only on exchange

hosted solutions)

https://www.google.com/enterprise/marketplace/viewVendorListings?vendorId=17911


• Google Contacts add-ons – Boomerang – send reminders to you for sent

emails

– Active Inbox $25 a year

• Add notes to email

• Export email to Calendar

• Wait on/Action

– Just me - free or $35

Serco Internal

Implementing a CRM system


Successful CRM implementations are

60% about people and culture…

30% business processes ….

and 10% technology


Getting started with CRM

Project checklist

1. Management review

2. Data audit review & report planning

3. Process & operations mapping

4. Requirements specification

5. Procurement

6. Ongoing management and development


Where’s the data in your business?

• In different spreadsheets?

• In people’s heads?

• In paper documents?

• In your emails?

Map your CRM to your customer journey


Getting started with CRM

Project checklist

1. Management review

2. Data audit review

3. Process & operations mapping

4. Requirements specification

5. Procurement

6. Ongoing management and development


Implementing CRM – making it stick

• Change management piece

• Involve staff in implementation

• Data migration

• Regular cleansing of data – how often

• Training (data administrator, users) & train again

• Transition & Enforcing use

• CRM committee -Keep an eye out for

improvements

• Focus and USE reports


• Triangle


CRM & what’s next?

• Big Data- data mining – creating

connections between customer behaviours

and demographics, creating detailed

profiles

• Predictive analysis, who will buy what next?

• Re-targeting - serving ads and resources to

those clients through monitoring of activity

on website, Facebook and search


• Big data and internet of things

Serco Internal

Any questions?

@cosmickated

www.superfastbusiness.co.uk

superfast business: understanding crm

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