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Transcript of Www.nb2bc.co.uk CRM: Identify, Win and Keep profitable customers 19 th May 2009 Steve Orriss James...
ww
w.n
b2bc
.co.
uk
CRM: Identify, Win and CRM: Identify, Win and Keep profitable customersKeep profitable customers
1919thth May 2009 May 2009
Steve OrrissSteve Orriss
James PenningtonJames Pennington
Scope of Digital Lab Activity
Digital Product Life-cycle Management
Simulation and Modelling
e-Business
Systems of Systems
Experiential EngineeringInformatics and Virtual Reality
Visualisation
Applied Neuroimaging
Digital Innovatione-Security
Application Domains
Integrating Technologies
DIGITALMEDIA
HEALTHCARESCIENCES
DIGITAL MANUFACTURING
Find out more on the tour!
Find out more on the tour!
© 2009 National B2B Centre
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07:30 Breakfast
08:00 Welcome
08:05 CRM: Identify, Win and Keep profitable
customers
08:50 CRM – the technical bits…
09:10 CRM case study and demo
09:30 Q&A session
10:00 Coffee, networking and Lab tour
AgendaAgenda
ww
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CRM: Identify, Win and CRM: Identify, Win and Keep Profitable CustomersKeep Profitable Customers
Steve OrrissSteve Orriss
© 2009 National B2B Centre
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.co.
uk
Today’s objectivesToday’s objectives
Understand:
• the business issues CRM can help resolve
• the benefits it can deliver
• the main functionality CRM offers
• the business processes it supports
• the key issues to consider when planning a CRM project
© 2009 National B2B Centre
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What is CRM?What is CRM?
Originally, a business philosophy putting the customer at the centre of
everything a business does
Now, more often a term describing ICT applications which give
businesses the ability to systematically increase their knowledge of their
customers
© 2009 National B2B Centre
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What are the issues in your business?
Better control and visibility of sales pipeline
Manage and measure marketing campaigns
The whole team has the same understanding of where we are
with a customer
Everything about a customer in one place
CRM: IssuesCRM: Issues
© 2009 National B2B Centre
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CRM – why bother?CRM – why bother?
Store all customer information in one place•readily available to all employees
•analyse to drive sales and marketing
•service histories for product improvement
Manage customer related business processes •Sales pipeline and reporting
•eMarketing campaigns and measurements
•Service requests and management
Assign & Manage tasks and activities
Chase up old customers and quotes
© 2009 National B2B Centre
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All customer data in one place
Increase sales to current customers
Better informed marketing decisions
Increase customer retention,
satisfaction, loyalty and spend
No lost leads
No forgotten appointments
Data available out of the office
Improve internal productivity
CRM: BenefitsCRM: Benefits
Keep
Keep/Win
Identify/Win
Keep/Win
Identify/Win
Win/Keep
Win/Keep
All
© 2009 National B2B Centre
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General
Operational
Analytical
Service and Support
CRM FunctionsCRM Functions
© 2009 National B2B Centre
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Manage account and contact details
Manage tasks, assign ownership, set reminders
Calendars
Build and store customer history
Store documents against accounts
CRM functions - generalCRM functions - general
© 2009 National B2B Centre
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Manage marketing campaigns
Manage sales pipeline
Manage service calls and tickets
Manage customer contact history
In all cases, track and measure effectiveness
CRM functions - operationalCRM functions - operational
© 2009 National B2B Centre
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Record sale
Manage projects
Set Follow-up activity
CRM functions – sales pipeline CRM functions – sales pipeline processprocess
Marketing Leads Opportunities Delivery
Projects
Managed by CRM
Generates WinQualify
Identify Win Keep
Website
Pay Per Click
eShots
Newsletter
Events
Assign Ownership
Manage calls
Manage pipeline
Sales calls
Mobile
Quotes
© 2009 National B2B Centre
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Building a full customer history allows analysis
for many purposes:
• Identify and execute new campaigns
• Up-selling
• Understand customer behaviour
Management Information:
• Reports and dashboards
• Sales performance
• Customer trends
CRM functions - analyticalCRM functions - analytical
© 2009 National B2B Centre
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Help desk / call centre
Assign ownership / ensure follow up
Receive and manage service requests
Manage service activities
Reminders for routine maintenance and contract
renewal
CRM functions - service and CRM functions - service and supportsupport
© 2009 National B2B Centre
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Steps to a successful project
Implementing CRMImplementing CRM
© 2009 National B2B Centre
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Implementation issuesImplementation issues
What do you want to achieve with CRM
Who will use it
Where will they want to use it
What functions will they require
What data will they need - now & future
• Reports, dashboards, analytics
How do we select the right solution
“Guide to purchasing ICT: A good practice guide for
small businesses”
www.accredituk.com
© 2009 National B2B Centre
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What do you want from CRM?What do you want from CRM?
Strategic issue
• More effective marketing
• Win new customers
• Sell more to current customers
• Improve after sales service
Correct a problem
• Poor lead management
• Documents all over the place
• Inconsistent or hard to manage sales process
• Understand which are best and worst customers
© 2009 National B2B Centre
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Who is going to use it?Who is going to use it?
Right answer – everyone who ever interfaces with
a customer or potential customer
• Marketing, Sales, switchboard, service engineers
• They should record the results of every contact
Where will they be when they use it?
• Office, another office, car, customers, Starbucks, hotel
How good are their ICT skills?
Use user groups representatives to obtain Buy-in
© 2009 National B2B Centre
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What functions do you need?What functions do you need?
Sales Force Automation
Opportunity Management
Contact management
Call centre
Help Desk
Campaign Management
Customer Service
Sales Analytics
Marketing Analytics
eMarketing
Cross selling
Up Selling
Field Sales Support
Field Service
Activity management
eSales
DocumentsAfter sales service
Customer History
IntegrationInvoice
s
Mailshots
Quotes
Leads
Orders
© 2009 National B2B Centre
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What data do you need?What data do you need?
What customer data will you collect?
What do you want to do with it?
Where will it come from?• Contact details
• Name, address, phone, email, url, - for customer & people
• Customer specific documents• Quotes, emails, orders,
• Data for future analytics and marketing• industry sector, size etc. for market analysis
Will you need more or different data in the future?
© 2009 National B2B Centre
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Write it all down as a Request for Quotation
Send it out for quotes
Select carefully, use the users
• Create a short list
• Invite to give demonstration
• Make final selection
• Contract
Implement!
Choosing the solutionChoosing the solution
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CRM: The Technical bits …CRM: The Technical bits …
James PenningtonJames Pennington
© 2009 National B2B Centre
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OFFICE
OFFICE
Implementation Implementation –– Method 1 Method 1
Bob
Julie
Fred
George
Jane
© 2009 National B2B Centre
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OFFICE
Implementation Implementation –– Method 2 Method 2
Bob
Julie
Fred
George
Jane
Bob
Machine / Server
© 2009 National B2B Centre
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OFFICE
Implementation Implementation –– Method 3 Method 3
Bob
Julie
Fred
George
Jane
Bob
Machine / Server
© 2009 National B2B Centre
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Standalone Application:
Client / Server
Web based
• Hosted
• SAAS (Software as a Service)
• On-Demand
What does it mean?What does it mean?
© 2009 National B2B Centre
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Do you need multiple user access?
Do you need synchronisation?
What type of machines do your users have?
Do you need remote access?
Understand the features?Understand the features?
ALL THE ABOVE IMPACT THE SYSTEM CHOSEN
© 2009 National B2B Centre
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A Selection of ToolsA Selection of Tools
ACT!
NetSuite
SalesForce
vTiger
SugarCRM
SageCRM
GoldMine
CiviCRM
TactileCRM
Microsoft CRM
GoldMine
InsideSales
b2bCRM
iContact
SalesLogic
ZohoCRM
Siebel
PeopleSoft
© 2009 National B2B Centre
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4 Directors
18 members of staff
Multiple paper based systems
Company backgroundCompany background
© 2009 National B2B Centre
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Poor Communication across business
Too much paperwork
Poor quality of Service to client base
High Costs to working practices
Meetings, meetings and more meetings…..
IssuesIssues
© 2009 National B2B Centre
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Organisational Restructure
CRM system
ICT Enabled workforce
Remote Working established
SolutionsSolutions
© 2009 National B2B Centre
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Happy Staff!!
Shorter Meetings
Management refocused on business
More Work – More Staff
Improved marketing reach
Pro-Active client engagements
Improved Customer Service
BenefitsBenefits
© 2009 National B2B Centre
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WebSite
Telephony
Finance
Support
Where Can it GO!Where Can it GO!
ONE SYSTEM – ONE POINT OF ACCESS