Crm Strategy

Customer Relationship

Management

Charting Your Course Towards the

Customer-Centric Business of the Future

Agenda

Part 1 - CRM Strategy Part 2 - CRM Implementation

CRM Strategy & Implementation

Part 1 CRM Strategy

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 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

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:


Challenges with Customer Interactions


So what has changed?

Traditional buying model


So what has changed? (cont) A more complex buying model

The internet

Advances in

technology

Social Media

Changes in buyer

behaviour


The Eight Building Blocks of CRM (Gartner)


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

CRM Strategy consideration

Customer expectations

Cloud trends Social Media

Mobile trends Information abundance

Staff expectations Alternative products and services

Pricing Pressure

Marketing sophistication

People

Technology Processes Big Data Customer behaviour


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


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


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


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 thats 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


Source: Booz Allen Hamilton

CRM adoption curve


Part 2 CRM Implementation

CRM Implementation Planning

Product Vendor Selection

Scope

Data

Hosting

Rollout


What is a CRM system?


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


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


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


Planning

Organisation objectives

Identify business problems

Document Planning and business processes

Team

Budget

Timing (1 to 3 months)

Effort


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


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


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 Dont re-invent the wheel

Scope (cont)


Data migration Clean up your data o Use spreadsheets if possible o Remove old and redundant information o Remove conflicting information Dont over invest in data migration o Focus on accounts and contacts and activities o Importing data is ongoing


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


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


Rollout (cont) Focus on user adoption

o Individual over management o Run competitions/ incentive o Encourage report writing and flexibility of changes

Make data integrity everybodys responsibility

Management

o Rely on CRM data o On screen reports


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


A journey of a thousand miles

begins with a single step. Lao-Tsu, Chinese philosopher (604 BC - 531 BC)

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.


Our approach total CRM journey

Sales

Marketing Sales

Marketing Sales Support


Integration


Integration

Social Collaboration


Integration

Marketing Auto Web Portal Call Centre

Business Intelligence Reporting

Time

Com

plex

ity Why a Journey?

Deliver ROI at every stage

Increase CRM adoption

Deliver benefits faster

Manage risk and cost


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 worlds 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 Salesforce.com

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


Contact

1300 LOADED Email: [email protected] Website: loadedtech.com.au

Address:

Ground Floor, 221 Miller Street,

North Sydney, NSW 2060, Australia


Crm Strategy

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