CRM implementation approach for by smarsys

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Transcript of CRM implementation approach for by smarsys

  • 1. CRM implementation approach Deploy your strategy

2. Presentation CRM implementation approach Salesforce.com Demo Smarsys services 3. CRM Customer relationship management (CRM) is a widely implementedmodel for managing a companys interactions with customers,clients, and sales prospects. It involves using technology toorganize, automate, and synchronize business processesprincipally sales activities, but also those for marketing, customerservice, and technical support. The overall goals are to find, attract, and win new clients, serviceand retain those the company already has, entice former clients toreturn, and reduce the costs of marketing and client service. Customer relationship management describes a company-widebusiness strategy Source: wikipedia 4. Benefits A Customer Relationship Management systemmay be chosen because it is thought toprovide the following advantages: Quality and efficiencyProcess automation Quality of data Decision making and workflow Decrease in overall costs Costs of non quality Approvals and workflows Audit trails Increase profitabilityNew customers acquisition Business growth Customer retention Better ROI of marketing campaigns 5. Challenges Complexity Tools and workflows can be complex, especially for large businesses.Previously these tools were generally limited to simple CRM solutionswhich focused on monitoring and recording interactions andcommunications. Software solutions then expanded to embrace dealtracking, territories, opportunities, and the sales pipeline itself Poor usability One of the largest challenges that customer relationship managementsystems face is poor usability. With a difficult interface for a user tonavigate, implementation can be fragmented or not entirely complete. 6. Variations Sales force automation (SFA) involves using software to streamline allSales force automation phases of the sales process, minimizing the time that sales representatives need to spend on each phase. CRM systems for marketing help the enterprise identify and target potentialMarketingclients and generate leads for the sales team. CRM software provides a business with the ability to create, assign andCustomer service and support manage requests made by customers. Appointment CRM is a relatively new CRM platform category in which anAppointmentautomated system is used to offer a suite of suitable appointment times to a customer. 7. Additional featuresThese features can be complemented and augmented with links toAnalytics separate, purpose-built applications for analytics and business intelligence.More recently, the development and adoption of these tools and servicesIntegrated/collaborativehave fostered greater fluidity and cooperation among sales, service, andmarketing.For small business, basic client service can be accomplished by anSmall businessintegrated solution that lets organizations and individuals efficiently trackand record interactions.Social media sites like Twitter, LinkedIn, Facebook and Google Plus areSocial mediaamplifying the voice of people in the marketplace and are having profoundand far-reaching effects on the ways in which people buySystems for non-profit and membership-based organizations help trackNon-profit and membership-based constituents and their involvement in the organization. 8. ImplementationPoor planning: Initiatives can easily fail when efforts areImplementation Issues limited to choosing and deploying software, without anaccompanying rationale, context, and support for theworkforce. In other instances, enterprises simply automateflawed client-facing processes rather than redesign themaccording to best practices.Poor integration: For many companies, integrations arepiecemeal initiatives that address a glaring need: improving aparticular client-facing process or two or automating a favoredsales or client support channel. Such point solutions offerlittle or no integration or alignment with a companys overallstrategy. They offer a less than complete client view and oftenlead to unsatisfactory user experiences.Historically, the landscape is littered with instances of lowUser adoption issuesadoption rates. Many of the challenges listed above offer aglimpse into some of the obstacles that corporationsimplementing a CRM suite face; in many cases time, resourcesand staffing do not allow for the troubleshooting necessary totackle an issue and the system is shelved or sidesteppedinstead. 9. Statistics According to CSO Insights, less than 40 percent of 1,275 participatingcompanies had end-user adoption rates above 90 percent. four-fifths of senior executives reported that their biggest challenge isgetting their staff to use the systems they had installed. 43 percent of respondents said they use less than half the functionality of their existing system 72 percent indicated they would trade functionality for ease of use 51 percent cited data synchronization as a major issue 67 percent said that finding time to evaluate systems was a major problem Research indicates that implementation timelines that are greater than 90days in length run an increased risk in the CRM system failing to yieldsuccessful results. 10. Dont panic! Use best practices and an appropriate methodologyto address these challenges and issues:ComplexityIdentify key process and customer vision.Focus on key processes.Keep it standard and minimize specific developments.Use cloud SaaS applications if possible.Poor usabilityUse standard layout.Design layout for users.Implementation issues 3 steps implementation methodology.Identify key people.Involve business users allocate time!User adoption issuesTrain users.Tools: Breadcrumb trails contextual help search 11. 3 steps implementation methodologyAnalysis ImplementationAdoption Define a vision Define the functional Manage user Define the goalsarchitectureadoption Define the success Setup a prototype Training factors Validate the Coaching Select the platform functional Administration Select an edition architecture Support Identify the gaps Implement by Functional watch with your process iterations Monitor success and Define the plan Minimize specific adoption deployments 12. Outsource your CRM project Analysis Implementation AdoptionWork Discovery workshopsInstallation User training Strategy workshopPrototypingUser coaching Business workshops ConfigurationAdministration BPMCustomizationUser support Gap analysis DocumentationFunctional watch Selection process Adoption monitoringDeliverables Strategic analysis Technical design Training material Functional analysisFunctional designTraining platform RFI/RFPTest scripts Support platform Order formsAcceptance ReportsDocumentationEngagement Time and material or Time and material or Subscription Fixed costsFixed costs 13. Recommended solutionSALESFORCE CRM OVERVIEW 14. CRM market (Sales Force Automation)Source Forrester (Q3 2012) Source Gartner (July 2012) 15. CRM market Source CRM magazine (Aug 2011) 16. SWOTStrengthsWeaknessesBrandSingle productScalabilitySizeMarket positionSeasonality in billingsLittle competitionFinancial stabilitySecurityOpportunitiesThreatsAcqusition of complementary products Entry of large firms (>$10B)Growing CRM on demand market Competition in the cloud industrySmall and Mid-size businessCompetition in the CRM industryGlobal expansion Source: IE Business School 17. Recommended editionSALES CLOUD PROCESS MAP 18. Generate More LeadsPlan and execute marketing campaigns that generate demand for your product or service.Capture those leads through a variety of channels including your Web site.Campaign ROI Top Search TermsLeads by SourceLead QualityWeb Site Visitors Web Form Organic Web traffic Contact me request Plan and Execute AdWords referrals Free trial Marketing Campaign Email responses Event registration Google AdWords Email Marketing Direct Mail Inbound Calls Create New LeadsLead Capture Cold Calls Yellow pages Search for the customer in Salesforce Set up auto-response emails Partners Google Maps If one doesnt exist, create a new lead -Thank you for your interest TV Word-of-mouth referrals -Your trial information Radio-Event details Events Set up lead assignment rules Trade ShowsListsImport Data -Geography PR Purchased list Use the import wizard or -Company size Trade showExcel connector-Product of interest Legacy data 19. Optimize Lead Flow Create a closed-loop follow-up process so leads dont slip though the cracks. Establish a lead qualification process to make sure all sales reps use the same consistent methodology. Lead by Status Lead Conversion % Converted Leads by Month Top Sales RepsMy Open Leads Duplicate Lead? Working LeadsEstablish Contact? Qualified? Yes YesSet up different views to The find duplicate button When youre working a lead,NoNo Create a set of qualificationmanage your leads. Forsearches for similar leadsyoull set up a series of tasks,questions, such as currentexample, todays leads or or contacts in Salesforce.which might vary based on the situation, product of interest,leads sorted by lead type.type of lead. For example:timeframe, key decisionIf a lead turns out to be a makersduplicate, easily merge the Day 1: Personalize mass emailtwo records.Day 2: Call/voicemailKeep an archive of your dead leads.If the lead is qualified, convertDay 4: Call/voicemail it into a contact, with anSalesforce has a number ofDay 7: Personalize mass email Use email marketing and call downs to associated opportunity andAppExchange partners that re-market to your archived leads. account.provide high volume de-duplication and datacleansing tools. 20. Close More Deals Close deals faster by providing a single place for updating deal information, tracking opportunity milestones, and recording interactions. Easily analyze your sales pipeline so you can quickly identify and eliminate any bottlenecks in the sales cycle.Top 10 Deals Month-to-Date Trending Closed Business by MonthTop Sales Reps