www.nb2bc.co.uk crm: identify, win and keep profitable customers 19 th may 2009 steve orriss james...

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CRM: Identify, Win and CRM: Identify, Win and Keep profitable customersKeep profitable customers

1919thth May 2009 May 2009

Steve OrrissSteve Orriss

James PenningtonJames Pennington

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IntroductionIntroduction

Martin King-TurnerMartin King-Turner

Scope of Digital Lab Activity

Digital Product Life-cycle Management

Simulation and Modelling

e-Business

Systems of Systems

Experiential EngineeringInformatics and Virtual Reality

Visualisation

Applied Neuroimaging

Digital Innovatione-Security

Application Domains

Integrating Technologies

DIGITALMEDIA

HEALTHCARESCIENCES

DIGITAL MANUFACTURING

Find out more on the tour!

Find out more on the tour!

© 2009 National B2B Centre

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07:30 Breakfast

08:00 Welcome

08:05 CRM: Identify, Win and Keep profitable

customers

08:50 CRM – the technical bits…

09:10 CRM case study and demo

09:30 Q&A session

10:00 Coffee, networking and Lab tour

AgendaAgenda

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CRM: Identify, Win and CRM: Identify, Win and Keep Profitable CustomersKeep Profitable Customers

Steve OrrissSteve Orriss


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Today’s objectivesToday’s objectives

Understand:

• the business issues CRM can help resolve

• the benefits it can deliver

• the main functionality CRM offers

• the business processes it supports

• the key issues to consider when planning a CRM project


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CRM - definitionsCRM - definitions


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What is CRM?What is CRM?

Originally, a business philosophy putting the customer at the centre of

everything a business does

Now, more often a term describing ICT applications which give

businesses the ability to systematically increase their knowledge of their

customers


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What are the issues in your business?

Better control and visibility of sales pipeline

Manage and measure marketing campaigns

The whole team has the same understanding of where we are

with a customer

Everything about a customer in one place

CRM: IssuesCRM: Issues


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CRM – why bother?CRM – why bother?

Store all customer information in one place•readily available to all employees

•analyse to drive sales and marketing

•service histories for product improvement

Manage customer related business processes •Sales pipeline and reporting

•eMarketing campaigns and measurements

•Service requests and management

Assign & Manage tasks and activities

Chase up old customers and quotes


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All customer data in one place

Increase sales to current customers

Better informed marketing decisions

Increase customer retention,

satisfaction, loyalty and spend

No lost leads

No forgotten appointments

Data available out of the office

Improve internal productivity

CRM: BenefitsCRM: Benefits

Keep

Keep/Win

Identify/Win

Keep/Win

Identify/Win

Win/Keep

Win/Keep

All


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General

Operational

Analytical

Service and Support

CRM FunctionsCRM Functions


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Manage account and contact details

Manage tasks, assign ownership, set reminders

Calendars

Build and store customer history

Store documents against accounts

CRM functions - generalCRM functions - general


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Manage marketing campaigns

Manage sales pipeline

Manage service calls and tickets

Manage customer contact history

In all cases, track and measure effectiveness

CRM functions - operationalCRM functions - operational


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Record sale

Manage projects

Set Follow-up activity

CRM functions – sales pipeline CRM functions – sales pipeline processprocess

Marketing Leads Opportunities Delivery

Projects

Managed by CRM

Generates WinQualify

Identify Win Keep

Website

Pay Per Click

eShots

Newsletter

Events

Assign Ownership

Manage calls

Manage pipeline

Sales calls

Mobile

Quotes


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Building a full customer history allows analysis

for many purposes:

• Identify and execute new campaigns

• Up-selling

• Understand customer behaviour

Management Information:

• Reports and dashboards

• Sales performance

• Customer trends

CRM functions - analyticalCRM functions - analytical


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Help desk / call centre

Assign ownership / ensure follow up

Receive and manage service requests

Manage service activities

Reminders for routine maintenance and contract

renewal

CRM functions - service and CRM functions - service and supportsupport


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Steps to a successful project

Implementing CRMImplementing CRM


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Implementation issuesImplementation issues

What do you want to achieve with CRM

Who will use it

Where will they want to use it

What functions will they require

What data will they need - now & future

• Reports, dashboards, analytics

How do we select the right solution

“Guide to purchasing ICT: A good practice guide for

small businesses”

www.accredituk.com


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What do you want from CRM?What do you want from CRM?

Strategic issue

• More effective marketing

• Win new customers

• Sell more to current customers

• Improve after sales service

Correct a problem

• Poor lead management

• Documents all over the place

• Inconsistent or hard to manage sales process

• Understand which are best and worst customers


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Who is going to use it?Who is going to use it?

Right answer – everyone who ever interfaces with

a customer or potential customer

• Marketing, Sales, switchboard, service engineers

• They should record the results of every contact

Where will they be when they use it?

• Office, another office, car, customers, Starbucks, hotel

How good are their ICT skills?

Use user groups representatives to obtain Buy-in


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What functions do you need?What functions do you need?

Sales Force Automation

Opportunity Management

Contact management

Call centre

Help Desk

Campaign Management

Customer Service

Sales Analytics

Marketing Analytics

eMarketing

Cross selling

Up Selling

Field Sales Support

Field Service

Activity management

eSales

DocumentsAfter sales service

Customer History

IntegrationInvoice

s

Mailshots

Quotes

Leads

Orders


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What data do you need?What data do you need?

What customer data will you collect?

What do you want to do with it?

Where will it come from?• Contact details

• Name, address, phone, email, url, - for customer & people

• Customer specific documents• Quotes, emails, orders,

• Data for future analytics and marketing• industry sector, size etc. for market analysis

Will you need more or different data in the future?


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Write it all down as a Request for Quotation

Send it out for quotes

Select carefully, use the users

• Create a short list

• Invite to give demonstration

• Make final selection

• Contract

Implement!

Choosing the solutionChoosing the solution

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CRM: The Technical bits …CRM: The Technical bits …

James PenningtonJames Pennington


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OFFICE

OFFICE

Implementation Implementation –– Method 1 Method 1

Bob

Julie

Fred

George

Jane


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OFFICE


Bob

Julie

Fred

George

Jane

Bob

Machine / Server


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Standalone Application:

Client / Server

Web based

• Hosted

• SAAS (Software as a Service)

• On-Demand

What does it mean?What does it mean?


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Do you need multiple user access?

Do you need synchronisation?

What type of machines do your users have?

Do you need remote access?

Understand the features?Understand the features?

ALL THE ABOVE IMPACT THE SYSTEM CHOSEN


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A Selection of ToolsA Selection of Tools

ACT!

NetSuite

SalesForce

vTiger

SugarCRM

SageCRM

GoldMine

CiviCRM

TactileCRM

Microsoft CRM

GoldMine

InsideSales

b2bCRM

iContact

SalesLogic

ZohoCRM

Siebel

PeopleSoft

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Case Study…Case Study…James PenningtonJames Pennington


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4 Directors

18 members of staff

Multiple paper based systems

Company backgroundCompany background


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Poor Communication across business

Too much paperwork

Poor quality of Service to client base

High Costs to working practices

Meetings, meetings and more meetings…..

IssuesIssues


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Organisational Restructure

CRM system

ICT Enabled workforce

Remote Working established

SolutionsSolutions


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Happy Staff!!

Shorter Meetings

Management refocused on business

More Work – More Staff

Improved marketing reach

Pro-Active client engagements

Improved Customer Service

BenefitsBenefits


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WebSite

Telephony

Finance

Support

Where Can it GO!Where Can it GO!

ONE SYSTEM – ONE POINT OF ACCESS


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Questions ?Questions ?