CRM Buzzword or Tangible Business Benefit? David Pinches Marketing Director, Sage CRM.

CRMBuzzword or Tangible Business Benefit?

David Pinches

Marketing Director, Sage CRM

Customer Relationship Management

CRM is a business strategy to create and sustain long term profitable customer relationships

CRM requires a customer centric business philosophy and culture to support effective marketing, sales and service

processes.

CRM applications can enable effective customer relationship management, provided that the enterprise has the right

leadership, strategy and culture

Answer!• Tangible Business Benefit if..• Your Business Strategy

– Customer Strategy– Customer Culture– Customer Focus

• Your Use of CRM– Reflects Known and Understood Business Processes– Is Pragmatic– Is Flexible– Is Phased– Is Integrated…

How many viewsHow many viewsdoes your companydoes your company

have ofhave ofyour customer?your customer?

Sue:

Is a great customer

Is entitled to an additional 10% discount

Has recently moved offices

Sue:

Is a great customer

Is entitled to an additional 10% discount

Has recently moved offices

The Sales View

Sales DirectorSales Director

Sue:

Has received fiveinteractive promotionalCDs in the last 3 months

She has only responded to one spending a total of £45 (including £5 discount)

Sue:

Has received fiveinteractive promotionalCDs in the last 3 months

She has only responded to one spending a total of £45 (including £5 discount)

MarketingDirector

MarketingDirector

The Marketing View

The Support ViewSue:

Is a nightmare!!!

Over 20 calls using more than 3 hours of rep time

Cost £45 last month to support

Sue:

Is a nightmare!!!

Over 20 calls using more than 3 hours of rep time

Cost £45 last month to support

Support ManagerSupport Manager

The Finance ViewSue:

90 days past due

On Credit-hold

Phone number is disconnected

Sue:

90 days past due

On Credit-hold

Phone number is disconnected

Finance DirectorFinance Director

MarketingMarketingSalesSales

SupportSupport FinanceFinance

The Single View fromSage CRM Solutions

Sage CRM

• Customer Relationship Management• Small, Medium and Corporate Divisions• ACT! and SalesLogix• 4,000,000 Users Worldwide• Focus on the Customer Relationship Lifecycle..

The Customer Relationship Lifecycle

• Marketing

• Sales

• Commercial Transactions

• Service & Support

An Introduction to SalesLogix

The Market Leading CRM Solution

Internet

Phone

Letter

Face to Face

3rd PartyPartners

Your

Customers

CustomerInformation

CustomerInformation

CustomerInformation

CustomerInformation

CustomerInformation

CustomerInformation

CustomerInformation

Outlook

Sales Reports

Web Database

Call Centre

File Server /Filling Cabinet

??????

Filing Cabinet

Email

Fax

InternetInternet

PhonePhone

LetterLetter

Face to Face

Face to Face

3rd PartyPartners3rd PartyPartners

Your

Customers

Your

Customers

CustomerInformationCustomer

Information


Information


Information


Information


Information


Information


Information

Outlook

Sales Reports

Web Database

Call Centre

File Server /Filling Cabinet

??????

Filing Cabinet

EmailEmail

FaxFax

Customer Information Systems!

Filing Cabinet

Internet

Phone

Email

Letter

Fax

Face to Face

3rd PartyPartners

Your

Customers

Internet

Phone

Email

Letter

Fax

Face to Face

3rd PartyPartners

Your

Customers

InternetInternet

PhonePhone

EmailEmail

LetterLetter

FaxFax

Face to Face

Face to Face

3rd PartyPartners3rd PartyPartners

SALES

SALES

SERVICE

SERVICE

MARKETI

NG

MARKETI

NG

Business Intelligenceand Analytics

SalesLogix SuiteSupportSupport


Back OfficeIntegrationBack OfficeIntegration

eBusinessIntegrationeBusinessIntegration

SupportSupport


Back OfficeIntegrationBack OfficeIntegration eBusinesseBusiness

SupportSupport

MarketingMarketingMarketingMarketingSalesSales

Back OfficeIntegrationBack OfficeIntegration eBusinesseBusiness

Attract - Sell - Retain

Customer Lifecycle

Driven via configurable business processes

SalesLogix Sales

Managing, forecasting, and reporting throughout the sales cycle

• Account and contact information

• Opportunity tracking

• Calendar and activity management

• Sales processes automation

• Reference library

• Competitor tracking

• Literature fulfillment

• In-context integrated Web services

•Lead distribution

• Territory realignment

• Products, pricing, and inventory

• Advanced forecasting and reporting

• Data mining

• Campaign management

• Task management

• Campaign response tracking

• Workflow automation

• Budget and revenue tracking

• Campaign reporting

SalesLogix MarketingManaging, tracking, and measuring targeted marketing campaigns

SalesLogix Marketing

SalesLogix Support

Tracking, managing, and resolving customer support issues

• Account and contact information

• Support ticket management

• Defect tracking

• Contract management

• Return material authorisations (RMAs)

• Self-service support

• Standard problems and resolutions

• Product tracking

• Knowledge management

• Reporting

• Escalation management

Anytime, Anywhere Data Access

Real-time access to customer data for improved productivity, efficiency and responsiveness

http://www.microsoft.com/commerceserver/

The Single View

Integration to Sage Enterprise

pda

Integrating the Front Office & Back OfficeFinance & Administration

Customer Service & SupportSales &

MarketingMobile Users in Sales and Service

Internet

Integration Benefits

• Deliver all relevant customer information to staff– Sales, Marketing, Service & Financial

• Fully enable the customer cycle through to purchase

• Improve Customer Service Levels & Loyalty• Improve business intelligence

Has CRM Produced The Benefits?

CRM Coming out of the trough

• Noticeable reduction in project failures

• What degree of success in operational performance?– 75% See Improvements

*Source: Insight Technology Group

Study of 226 CRM deployments in 2001

CRM – Reported Highlights

• Consumer Packaged Goods Company– Increase revenues per sales rep by 41%

• Distribution Company– Reduced time to get sales reps effective by 50%

• Electronics Manufacturer– Improved leads conversion from 1:100 to 1:5

• Manufacturer– Reduced Sales Order Processing errors by 23%



Increased Sales Revenue

SalesLogix User Result

NuGenesis 350% Increase in Revenue

Watlow Electric 15% Increase in Revenue

Total Vision Marketing 50% Increase in Revenue

Headland Machinery 25% Increase in Sales

Prophet21 30% Increase in Revenue

PayTrust 30% Improvement in Customer Conversion

Increased Service PerformanceSalesLogix User Result

Headland Machinery 65% Decrease in Service Response Time

Simmons & Company Customer Report Generation Time Decreased From Hours to Minutes

Venatus Consulting 50% Decrease in Time Needed to Post New Positions

Worldres.com 50% Reduction in Time Required To Bring New Customer Sites On-Line

NEC Mitsubishi Electronics Average On-Hold Time Dropped From 30 Seconds to 7 Seconds

Prophet21 20% Improvement Customer Satisfaction

Increased Marketing EffectivenessSalesLogix User Result

Credit Data of New England Direct Mail Generation Work Days Reduced From 2-3 Days to Less

Than One Day

ARC Advisory Group Marketing Department Productivity Doubled, $200,000 Savings in 6 Months

Prophet21 Direct Mail Response Doubled

Lead Conversion Rate Doubled

Lead Generation Budget Reduced by 50%

Reasons for Success

• Clear understanding of the specific business challenges they faced

• Understand the specific operational issues in the sales and marketing process

• Set objectives at user and business level• Clear understanding of the role technology

could play in addressing these challenges



CRMDefinitely A Business Benefit

What Next?

Next Steps

• SalesLogix Product Demonstrations– 3:30 to 5:00

• Register Interest For “Single View” Workshop– Complete & Return Form– Email: [email protected]– Complimentary Integration Technology

Andrea Chaplin

mailto:[email protected]

CRM Buzzword or Tangible Business Benefit? David Pinches Marketing Director, Sage CRM.

Documents

Transcript of CRM Buzzword or Tangible Business Benefit? David Pinches Marketing Director, Sage CRM.