Creating a CRM Strategy for your Business
21
Creating value through innovation and technology A structured approach to customer acquisition and retention Creating a CRM Strategy for your Business
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Having a Customer Relationship Management (CRM) software will not magically make your business magically attract and retain customers. It is estimated that more than 50% of CRM implementation fails and one of the major factors cited is the lack of initial strategy. In this session we're going to look at how your business can create a strategy for a successful CRM implementation.
Transcript of Creating a CRM Strategy for your Business
Creating value through innovation and technology
A structured approach to customer acquisition and retention
Creating a CRM Strategy for your Business
wwww.pulego.co.za
Outline
• Definition of CRM
• CRM to achieve your business goals
• Assessing your customer acquisition and retention
• Mapping CRM deliverables and processes
• CRM software supporting your business processes
wwww.pulego.co.za
5 Common Pains
Lose potential business
Customers care is a challenge
Don't track opportunities
Simply disorganised with scattered company info
Low marketing efforts
wwww.pulego.co.za
A company-wide business strategy designed to efficiently increase profitability by solidifying customer satisfaction, loyalty, and advocacy
wwww.pulego.co.za
Why CRM Strategy?
“70% of CRM initiatives fail” – Cap Gemini Ernst & Young
“90% of enterprises cannot show a positive return on CRM” – META Group
“75% of CRM initiatives fail to substantially impact the customer experience” – Gartner
wwww.pulego.co.za
Strategy Process
1. Set business goals
2. Diagnosis
3. Dissect Problems and Opportunities
4. Map Direction
5. Set KPIs
6. Identify Resources
7. Outline Processes
8. Select CRM System
wwww.pulego.co.za
1. Setting Business Goals
• Vision
• Mission
• Target Market
• Customer Segment
• Value proposition
• Products and Service
wwww.pulego.co.za
4. Dissect
Problems (Weaknesses + Threats)
• Why ________________
• Why ________________
• Why ________________
• Why ________________
• Why ________________
Advantages (Strengths + Opportunities)
• What ________________
• What ________________
• What ________________
• What ________________
• What ________________
wwww.pulego.co.za
5. Direction
Solutions to problems:
1. ________________
2. ________________
3. ________________
Efforts on advantages:
1. ________________
2. ________________
3. ________________
wwww.pulego.co.za
6. Key Performance Indicators
Areas to map your measurable KPIs
• Marketing
• Sales
• Customer satisfaction
• Business performance
• Financial effectiveness
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7. Resources
• People
• Technology
• Knowledge
• Support (suppliers)
• Financial
wwww.pulego.co.za
8. Business Processes
• Marketing
• Sales
• Service
• Delivery
• Support
wwww.pulego.co.za
9. Utilise CRM System
• Create target lists
• Run marketing campaigns
• Generate leads
• Generate opportunities
• Populate quotes, invoices, contracts
• Create activities
• Capture cases and bugs
• Generate reports
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Selecting you CRM System
• Supports Strategy
• Value for Money
• Reliability and Uptime
• Customer Service
• Technical Support
• Features
• Ease of Use
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About Us
What we do:
• Create value that empowers our customers to achieve better results
What we offer:
• CRM Hosting and Support
• Training
• Consulting (software testing)
• Innovate Mobile Products
wwww.pulego.co.za
The End
Tshepo Thlaku
M: 074 117 2762
T: 012 771 2322
www.pulego.co.za
Twitter: @pulego
Facebook: Pulego Communications
