Explore how CRM works exclusively for your business by drilling into the details of the CRM Consultation process, and the tools required in developing your business case. We’ll address the common questions of what to look for, how to measure it, what to demand, and much more, by introducing effective measurements of how to manage a CRM program at work.

1. Getting CRM to Work for My Business
Presented By: David Beard
CRM Principal at Sage
Zainab Salihi
CRM Practice Leader at BAASS

2. What is CRM?
Customer Relationship
Management (CRM) is a set of
strategies and processes
designed to manage customer
relationships.
It involves acquiring and
developing knowledge about
your customers and using this
information to improve customer
satisfaction and retention.

3. The Business Value
Automated processes – less human
errors, less administrative time, less
paperwork, less duplication of work
Improved customer service – less
returns, less attrition, better responses
Better customer insight – effective
marketing with quality information

4. What are your business challenges?

5. Acquiring …
“I need to be able to calculate the cost per
lead or click easily and accurately.”
“I want to optimise my marketing spend by
reaching out to as many prospects as
possible, especially through social
networks.”
“I’d like to improve the quality of the
campaigns and increase sales leads.”
Marketing

6. Supporting …
“Sometimes it
is hard to service customers
because we don’t have a documented
history of their previous calls.”
“We want to give great service but we lack
actionable real time information.”
“Our processes are not automated so cases
sometimes are not fully resolved.”
Customer
Services

7. Monitoring …
“I need analytics tools to help me monitor
the state of my business and measure
performance metrics.”
“I want to see how the company is
delivering on customer service.”
“I need to stay accessible to my top
customers and know their business inside
out.”
Managers

8. Your Business ?
What are your latent business issues
- can you really expose the root causes?
What’s the cost of not solving these issues?
Customers
How can BAASS help you build a credible
case for change?

9. Building the Case .. /2
Can we help you think about it?
Top line improvement by:
Bottom line improvement by:
•Increasing lead volume by sales
•Increases in business close rate
•Reducing marketing budget
•Reducing sales travel and
•Reducing the length of the sales cycle
•Improving the opportunity close rate
•Increasing average contract value
•Increasing the contract renewal rate
expense
•Reducing staff costs through
productivity improvements

10. A Framework Idea?
Strategic
(High-level, Overview, Long-term,
Planning)
Operational
(Daily, Interactive, Immediate,
Decisive)
Analytical
(Specific, Authentic, Reflective,
Information)
• Core business strategy
• Customer-/Market-centric
• Contrasts with other strategies – e.g.
production-centric
• Automating enterprise processes
• Channel integration
• Need strong project management, change
management skills
What is
your
focus?
• Exploit customer data – focused campaigns,
service etc.
• Share customer data
Source: “ROI on CRM: a customer-journey approach”, Ang et al (2002)

11. Framework Example /1
Functionality in a
MARKETING context
E-marketing
Strategic
benefit thinking
•
•90 out-of-the-box
templates
•Simple 3 step process to
create marketing
campaigns
•Creation of targeted
groups for sales to follow
up
Integrated web to lead
Integrated email to lead
•
Operational
benefit thinking
Reposition marketing as an
operational platform and
communication hub in the
business – this will increase
it’s strategic importance to
the business
•
Increase revenue
opportunities by expanding
customer touch-points
•
•
•
Analytical
benefit thinking
Accurate measure of the
marketing budget
More quality leads for sales
team
Better communication with
customers regarding recall,
updates and special offers
through customer service
•
Build groups out of email
marketing data to provide
segmented, relevant
messaging. This increases
campaign ROI
Manage leads more
efficiently by developing a
common
platform/messaging for
web and email
•
Implement web/email to
lead as part of a designed
programme to improve
customer targeting

12. Framework Example /1
Functionality in a
MARKETING context
Strategic
benefit thinking
Operational
benefit thinking
Analytical
benefit thinking
Total Campaign
management
• Get full overview of marketing
performance and campaign
ROI
• Ensure alignment with sales
and service to deliver
corporate messaging
• Fully manage all your
campaigns in a easy and
efficient manner
• Replicate successful
campaigns at the touch of a
button
• Standardised workflows and
cloning will ensure consistency
in campaign delivery and allow
for comparison between
campaigns. This will improve
messaging and feedback
Interactive Dashboard
• Get full overview to aid
planning and performance
• Proactively measure KPIs and
take action as appropriate
• Display data from a range of
sources and in a range of
formats to aid decision-making
Track sales leads
•Through to close
• Assess ROI of campaigns
• Ensure sales accountability for
marketing initiatives
• Take immediate steps in
transition from marketing to
sales. Ensure follow up and
close
• Feedback the lead quality
based on hard data back to
marketing. Compare
campaigns for performance
Real-time marketing
performance analysis,
Pinpoint budget
management
• Increase ROI and maximize the
marketing budget and spend
through 360⁰ campaign
overview
• Make specific changes to
campaigns, marketing mix and
interaction with sales/service
departments
• Use hard data to aid decisionmaking and complete the
customer profile
•Campaign cloning,
•Campaign workflow
•Budget overrun alerts
•Monitor your marketing
KPIs

13. Framework Example /2
Functionality in a
SALES context
Interactive
Dashboards
•Monitor your KPIs in one
place including the ability
to link gadgets and data
drilldown
Strategic
benefit thinking
•
•
Operational
benefit thinking
Interactive dashboard
allows for complete
business overview.
Assigning dashboards
ensures staff view the same
information thus aligning
business objectives
•
•
Analytical
benefit thinking
The interactive dashboard
can focus on operational
issues – current tasks,
appts, open opportunities
etc.
A team dashboard will drive
common goals
•
Using a common UI
platform and dashboard will
facilitate consistent data
entry and allow a 360 sales
and customer viewpoint
Opportunity pipeline
•
Business planning. Instant
overview of opportunity
pipeline will identify risks to
budget and revenue
•
Increases productivity. Easy
to manage the different
stages of your sales pipeline
•
All the data on potential
customer acquisition,
development and retention
visibly displayed
Enhanced report
charts
•
Improved reporting means
improved business planning
•
Having access to reports
easily ensures that decisions
can be taken immediately
based on real time data
•
Quick and easy to create
charts to more visibly
display key information.
This will allow more
accurate sales reporting
•Analysis bar
•Knowing what’s going on

14. Framework Example /2
Functionality in a
SALES context
•
Strategic Message
Automated Sales
workflow
•
•
Improved productivity
Greater profit-management
through improved
forecasting and budgeting
•
Exchange Server
Integration
•
Improved productivity,
communication,
coordination, accountability
Manage and deploy your
resources more effectively
•
•Sales templates
•Sales processes
•Real-time synching of
calendar, appointments
and tasks
•
Sage CRM for iPhone,
Android and Tablet
•
•
•Allows you to access &
edit information from
anywhere
Operational Message
•
•
Improved productivity
New markets, customer
profiles, verticals (e.g. large
field sales) where mobile
device essential
•
Analytical Message
Easily automate key
processes
No need to ‘reinvent the
wheel’ for items like sales
templates
The methodology is the same
for everyone.
•More accurate forecasting
•Uniform sales approach will
drive process improvement
Full visibility of your sales
team including automatic
updating of calendar/tasks
(including from mobile
devices)
Manage your team (holidays,
sick leave)
•
Can easily coordinate sales
resources regardless of
location
•
•
Improved time
management per rep
More consistent/efficient
appointment planning
with customers
System constantly
accessible - ensures
customer data, leads and
opportunities updated
consistently

15. Framework Examples /3
Functionality in a
SERVICE context
Strategic
benefit thinking
Operational
benefit thinking
Analytical
benefit thinking
Interactive
dashboards for
monitoring KPIs’
•Link & drill down
•Single data screen
• Increased productivity
and improved service for
customers
• Make decisions faster
and more accurately
• Assigning dashboards
and team dashboards
will unify the service
experience and facilitate
process improvement
• Aggregate information
with different emphases
• Ensure staff focus on the
same metrics and key
data
Company level
dashboards
• Focus on a broader range
of metrics
• Implement strategy to
take into account
broader company
metrics (such as
pipelines).
• Quick view of key metrics
at company level,
particularly for important
customers. This will allow
service decisions be
made “holistically”.
• Service decisions can be
made taking into account
other factors, such as
number of outstanding
orders or opportunities

16. Framework Example /3
Functionality in a
SERVICE context
Strategic
benefit thinking
Operational
benefit thinking
Analytical
benefit thinking
Self Service portal
•Fully customizable
• Reduce your support
overhead by delivering a
self-service model
• Easy for your customers
• Smarter case deflection
• Higher Case handling
volume from agents
• Get more accurate data
“direct from source”
Email to case
capability
•Automatically logs a
case
• Reduce your support
overhead by delivering a
self-service model
• Easy for your customers
to log cases
• Higher Case handling
volume from agents
• Get more accurate data
“direct from source”
• Increase accuracy by
providing options for
customers to log cases
The complete
customer view
•From company /
contact record
• Protect revenue through
quality case resolution,
increase revenue by
cross and up-selling
• Ensure internal staff
have the complete view
• Facilitate customer
acquisition, growth or
retention activities
• The company / contact
record as the “single
source of truth”; service
managing the customer
relationship

17. About Your Business
• What are your business drivers?
– Think about improvement & monitoring
• What sort of analysis have you got?
• What would you like?
• What do your competitors do?
Customers

18. About Your Business
What is the NEXT Step?

19. Successful CRM
How we can help you /1
• How to uncover “your challenges” and quantify the problems
in language relevant to your business
• Thinking about business cases to gain consensus with your
internal stakeholders

20. Successful CRM
How we can help you /1
Contact your Account Manager at BAASS to:
–
–
–
–
–
Share your Business Challenges
Share your Pain Points
Prioritize
Define Financial Impact on your Business
Calculate Cost not to Solve
THEN…

21. Successful CRM
How we can help you /1
Your Account Manager will:
– Meet with BAASS Solution Expert(s):
• Share your Business Challenges and Pain Points
• Discuss Client Expectations
• Budget and Timeline
– Outcomes:
• Possible Solutions
• Define Next Steps
THEN…

22. Successful CRM
How we can help you /2
• Reflecting your business needs into a working requirements
document
• Define who to involve
• Engaging with vendors and resellers – what to look for, how to
measure fit, what to demand from their offer

23. Successful CRM
How we can help you /2
Start the Needs Analysis Process:
– Analyse your Processes with the CRM Consultant
• Current and Desired
• Drill down on the previously defined Pain Points
• Identify exceptions (if any)
– Working with the consultant to translate those processes into a working
solution document
– Recommend Best Practices
THEN…

24. Successful CRM
How we can help you /2
Provide you with:
– Functional Specification (Design) document based of the Need Analyse
results
– Recommend Phased Approach based of BAASS Best Practices
– Timeline and Cost (Proposal)
THEN…

25. Successful CRM
How we can help you /3
• How to manage a CRM Implementation
• How to manage the technical & cultural challenges that will
surface in your business
• Managing for outcomes, so that you realise the benefits from
the program

26. Successful CRM
How we can help you /2
BAASS CRM Implementation Methodology:
–
–
–
–
–
Project Management
Design and Deploy
User Acceptance Test
Training
Go-Live & Support

27. Delivering CRM Project
Structured approach and proven methodology for success:
Project Management

28. Successful CRM
What Do You Think?

29. Successful CRM
What Do You Think?
• Are you ready to start?
• Where would you struggle? Why?
• Where could you succeed? Why?

30. The Sage CRM Enabler

31. The Sage CRM Enabler
Builds on 30+ years of SMB heritage to deliver
a CRM solution that is optimised to the needs of SMBs.
For 15,000 customers, 250k users , 70 countries
Easy to use and customise to adapt to your business

32. The Sage CRM Enabler /2
• Powerful tool to manage customer
relationship and gain customer insight
• Easy to use & Fast to deploy
• Scales up as needed to meet company’s
growth needs
• Cost Effective

33. The Sage CRM Enabler /3
• Eliminates duplication of efforts
and data corruption
• Fosters collaboration and
Improves communications
across business units
• Accelerates customer responses
to inquiries and Increases
quality of information

34. For companies like you …
Automotive
Technology/
Software
Services/
Retail
Membership
Organisations
Health/Sport
/Leisure

35. That gain measurable success …
“60% efficiency gains have been achieved across the entire business”.
Ayda Hornak, Infrastructure and Innovation Manager, Waivestar Group
“…within three to four months of implementing the new system, we were able to
achieve fifty per cent growth in the business.”
Steve Cumper, Founder, Medshop
ROI on the new system was achieved within 17 months. “Overcoming the account
keeping overhead linked with duplication has saved us $55k per year in audit activity.”
Ian Lindgren, Chief Executive Officer, PayMe
“The software can take some credit for an 8 per cent improvement in customer
satisfaction ratings as well as revenue growth.”
Chakri Wicharn, Information Manager, Fuji Xerox, Thailand

36. Companies like you
with BAASS

37. Thank you!
Talk to your Account Manager,
email or visit our booth for more
information

38. Getting CRM to Work for My Business
Presented By: David Beard
CRM Principal at Sage
Zainab Salihi
CRM Practice Leader at BAASS