CRM Strategy and Implementation

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? (con’t) 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 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


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 Don’t re-invent the wheel

Scope (con’t)


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


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 (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


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

Co

mp

lexi

ty 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 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 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


http://loadedtech.com.au/

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CRM Strategy and Implementation

Business

Transcript of CRM Strategy and Implementation