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CRM Strategy and Implementation

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Charting the course towards the customer-centric business of the future.

Publicado en: Empresariales, Tecnología
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CRM Strategy and Implementation

  1. 1. Customer Relationship Management Charting Your Course Towards the Customer-Centric Business of the Future
  2. 2. Agenda Part 1 - CRM Strategy Part 2 - CRM Implementation CRM Strategy & Implementation
  3. 3. Part 1 CRM Strategy
  4. 4. CRM… • Customer (Constituents/ Stakeholders) – The heart of your organisation • Relationship – The key to growing your company through engagement with your prospects, customers and stakeholders • Management – Managing these stakeholder relationships to increase lifetime value Three small letters, with three core concepts: CRM Strategy & Implementation
  5. 5. “CRM is a business strategy whose outcomes optimize profitability, revenue and customer satisfaction by implementing customer-centric processes” (Gartner) A CRM strategy cannot be developed in isolation. It must be relevant and linked to the overall corporate strategy. CRM Strategy & Implementation CRM Strategy
  6. 6. Why is it important? • Help better understand the needs of every individual customer • Reduce customer churn - eg: lower selling costs • Increase leads - eg: referrals • Increase revenue per customer - eg: cross sell, upsell • Help deliver a consistent experience every time Successful CRM strategy will: CRM Strategy & Implementation
  7. 7. Challenges with Customer Interactions CRM Strategy & Implementation
  8. 8. So what has changed? Traditional buying model CRM Strategy & Implementation
  9. 9. So what has changed? (con’t) A more complex buying model • The internet • Advances in technology • Social Media • Changes in buyer behaviour CRM Strategy & Implementation
  10. 10. The Eight Building Blocks of CRM (Gartner) CRM Strategy & Implementation 1. CRM Vision: : Leadership, Market Position, Value Proposition 2. CRM Strategy: Objectives, Segments, Effective Interaction 3. Valued Customer Experience • Understand Requirements • Monitor Expectations • Satisfaction vs. Competition • Collaboration and Feedback • Customer Communication 4. Organisational Collaboration • Culture and Structure • Customer Understanding • People: Skills, Competencies • Incentives and Compensation • Employee Communications • Partners and Suppliers 5. CRM Processes: Customer Life Cycle, Knowledge Management 6. CRM Information: Data, Analysis, One View Across Channels 7. CRM Technology: Applications, Architecture, Infrastructure 8. CRM Metrics: Value, Retention, Satisfaction, Loyalty, Cost to Serve
  11. 11. CRM Strategy consideration Customer expectations Cloud trends Social Media Mobile trendsInformation abundance Staff expectations Alternative products and services Pricing Pressure Marketing sophistication People TechnologyProcesses Big Data Customer behaviour CRM Strategy & Implementation
  12. 12. People • Communicate vision • Recognise customer-centric behaviour • Train staff on Customer Service and customer dispute resolution • Make customers front and centre for all key business decisions • Measure and report o Surveys (written or face to face) o Social media monitoring o Mystery Shopping o Management involved with Customer CRM Strategy & Implementation
  13. 13. Processes • Lead management • Sales Pipeline management o Call back responses • Accounts Management o Record account specifics and all account interactions across the organisation o Customer care program o Account Ratings –Advocate, Passive, Detractor • Service Desk o Case management o Dispute recognition o Social media management • Marketing o Leverage technology, individual behaviours and context to drive more personalized marketing and engage prospects and customers CRM Strategy & Implementation
  14. 14. Technology • Implement a CRM System o Use CRM to cement your process o Make CRM central source of truth • Integrate your CRM system o Content Management System (CMS) o eCommerce platform o Marketing Automation software o Learning Management System o ERP o Accounting software CRM Strategy & Implementation
  15. 15. From Product focused to Customer Centric Features Product-Focused Customer-Focused Customer Orientation • Discrete transaction at a point in time • Event-oriented marketing • Narrow focus • Customer lifecycle orientation • Work with customer to solve both immediate and long term issues • Build customer understanding art each interaction Solution Mindset • Narrow distribution of customer value proposition • Off-the-shelf products • Top-down design • Broad definition of customer value proposition • Bundles that’s combines products, services and knowledge • Bottom-up, designed on the front lines Advice Orientation • Perceived as outsider selling in • Push product • Transactional relationship • Individual to individual • Working as an insider • Solution focus • Advisory relationship • Team-based selling Customer Interface • Centrally drive • Limited decision-making power in field • Incentives based on product economics and individual performance • Innovation and authority at the front line with customer • Incentives based on customer economics and team performance Business Processes • “One size fits all” approach • Customisation add complexity • Tailored business streams • Balance between customisation and complexity Organisation Linkages and Metrics • Rigid organisational boundaries • Organisation solos control resources • Limited trues across organisational boundaries • Cross-organisational team • Join credit • High degree of organisational trust CRM Strategy & Implementation Source: Booz Allen Hamilton
  16. 16. CRM adoption curve CRM Strategy & Implementation
  17. 17. CRM adoption curve CRM Strategy & Implementation
  18. 18. CRM adoption curve CRM Strategy & Implementation
  19. 19. CRM adoption curve CRM Strategy & Implementation
  20. 20. CRM adoption curve CRM Strategy & Implementation
  21. 21. Part 2 CRM Implementation
  22. 22. CRM Implementation • Planning • Product Vendor Selection • Scope • Data • Hosting • Rollout CRM Strategy & Implementation
  23. 23. What is a CRM system? CRM Strategy & Implementation
  24. 24. Generate Higher ROI on Marketing Activities • Create and execute campaigns across marketing channels • Capture leads directly into CRM System • Measure return on investment of campaigns CRM Strategy & Implementation
  25. 25. Increase the Productivity of Your Sales Force • Organise sales information into a single system • Improve the productivity of sales individuals and teams • Gain greater visibility into sales performance CRM Strategy & Implementation
  26. 26. Create a Consistent Customer Experience • Central repository for customer support and product issues • Share knowledge and case resolutions across teams • Reduce costs through customer self-service CRM Strategy & Implementation
  27. 27. Planning • Organisation objectives • Identify business problems • Document Planning and business processes • Team • Budget • Timing (1 to 3 months) • Effort CRM Strategy & Implementation
  28. 28. Product & Vendor Selection Selection Criteria Criteria Comments Critical Mass Proven product in the market Product Roadmap >1 release per year Flexibility Ease of deployment Ease of Use Ease of user adoption Vendor Knowledge Product knowledge, business and technical Vendor Track record Proven ability to deliver Lock In Data Jail, Contracts Total Cost of Ownership Hidden costs CRM Strategy & Implementation
  29. 29. Scope Data model Security Model o Teams o Roles Accounts Campaigns Contacts Leads Opportunities Quotes Activities Teams Independent business units Franchisee Rollout Sales Roles Blocking delete View only fields/modules Blocking export CRM Strategy & Implementation
  30. 30. • Processes o Configurations versus customisation o Fields and layouts • Processes – Customisations o Keep to a minimum o Integrations and customer portal • Processes – Workflows o What automated processes eg call back times o Complexity tradeoffs • Look to CRM best practice o Don’t re-invent the wheel Scope (con’t) CRM Strategy & Implementation
  31. 31. Data migration • Clean up your data o Use spreadsheets if possible o Remove old and redundant information o Remove conflicting information • Don’t over invest in data migration o Focus on accounts and contacts and activities o Importing data is ongoing CRM Strategy & Implementation
  32. 32. Hosting • Hosting in the “cloud” • On Demand CRM growth is > 20% pa (Gartner) • 75% of US organisations have at least one SaaS delivered application (IDC Research) • Advantages of cloud hosting: Benefits Comment Managed by specialists You need good product knowledge at both an application and infrastructure level. Manage patches and upgrades Needs professional management Reliability Redundant mission critical infrastructure Back up and Disaster recovery Needs professional management Speed In house does not mean faster Security Pros and cons Cost More often than not it will be cheaper CRM Strategy & Implementation
  33. 33. Rollout • Log activities in the system o All sales information must reside in CRM o All sales people need to be living in the CRM • All open leads and opportunities must have some planned follow-up activity o The CRM will help you become more organised o Follow up will be planned and not random • Develop a consistent set of dashboards for the team CRM Strategy & Implementation
  34. 34. Rollout (con’t) • Focus on user adoption o Individual over management o Run competitions/ incentive o Encourage report writing and flexibility of changes • Make data integrity everybody’s responsibility • Management o Rely on CRM data o On screen reports CRM Strategy & Implementation
  35. 35. Take outs • Start small, Think Big, Move quickly • Establish a clear set of objectives that can be measured • Adjust metrics as needed to ensure ongoing commitment to CRM success • Use the system to cement CRM strategies and processes • Focus on people and organisational goals, not the product • Focus on how the system helps individual performance rather than management • Remove complexity. Eg Outsource your hosting CRM Strategy & Implementation
  36. 36. A journey of a thousand miles begins with a single step. Lao-Tsu, Chinese philosopher (604 BC - 531 BC)
  37. 37. About Loaded Smart solutions to unlock your customer potential. • Delivering business impact through CRM, Web, Marketing Automation and Business Intelligence solutions. • Partnered with SugarCRM in 2005, attracted to open source model, flexibility and value. SugarCRM Gold Partner since 2006. • Broadened offering over last 7 years to encompass ‘total CRM journey’ with a wide range of CRM integrations enabling business impact and ROI. • Clients sectors include IT products and services; not for profit; financial services; accounting firms; retail; manufacturing/wholesale; and federal and state government. CRM Strategy & Implementation
  38. 38. Our approach – total CRM journey Sales Marketing Sales Marketing Sales Support Marketing Sales Support Integration Marketing Sales Support Integration Social Collaboration Marketing Sales Support Integration Marketing Auto Web Portal Call Centre Business Intelligence Reporting Time Complexity Why a Journey? • Deliver ROI at every stage • Increase CRM adoption • Deliver benefits faster • Manage risk and cost CRM Strategy & Implementation
  39. 39. Our partners Loaded partners with world leading technology providers to ensure we have the best software, infrastructure and supporting tools at our disposal, to support client needs. SugarCRM is the world’s fastest growing CRM application. Recently named in the Gartner Magic Quadrant as a Visionary for Sales Force Automation Pardot is a leading SAAS marketing automation tool recently acquired by Hubspot is a comprehensive, all-in-one marketing platform JasperSoft is a cloud based business intelligence application with an exciting entry-level solution offered in partnership with Amazon Web Services bringing enterprise level BI to any business CRM Strategy & Implementation
  40. 40. Contact 1300 LOADED Email: Website: Address: Ground Floor, 221 Miller Street, North Sydney, NSW 2060, Australia CRM Strategy & Implementation