Getting CRM to Work for My Getting CRM to Work for My BusinessBusiness

Presented By: Presented By: David BeardDavid Beard CRM Principal at SageCRM Principal at Sage

Zainab SalihiZainab Salihi CRM Practice Leader at BAASSCRM Practice Leader at BAASS

Customer Relationship Management (CRM) is a set of strategies and processes designed to manage customer relationships.

It involves acquiring and developing knowledge about your customers and using this information to improve customer satisfaction and retention.

What is CRM?

Automated processes – less human errors, less administrative time, less paperwork, less duplication of work

Improved customer service – less returns, less attrition, better responses

Better customer insight – effective marketing with quality information

The Business Value

What are your business challenges?

“I need to be able to calculate the cost per lead or click easily and accurately.”

“I want to optimise my marketing spend by reaching out to as many prospects as possible, especially through social networks.”

“I’d like to improve the quality of the campaigns and increase sales leads.”

Marketing

Acquiring …

“Sometimes it is hard to service customers because we don’t have a documented history of their previous calls.”

“Our processes are not automated so cases sometimes are not fully resolved.”

“We want to give great service but we lack actionable real time information.”

CustomerServices

Supporting …

“I need analytics tools to help me monitor the state of my business and measure performance metrics.”

“I need to stay accessible to my top customers and know their business inside out.”

“I want to see how the company is delivering on customer service.” Managers

Monitoring …

What are your latent business issues - can you really expose the root causes?

What’s the cost of not solving these issues?

How can BAASS help you build a credible case for change?

Customers

Your Business ?

Top line improvement by:

•Increasing lead volume by sales•Increases in business close rate

•Reducing the length of the sales cycle•Improving the opportunity close rate

•Increasing average contract value•Increasing the contract renewal rate

Bottom line improvement by:

•Reducing marketing budget•Reducing sales travel and expense•Reducing staff costs through productivity improvements

Can we help you think about it?

Building the Case .. /2

A Framework Idea?

• Core business strategy• Customer-/Market-centric• Contrasts with other strategies – e.g.

production-centric

Strategic(High-level, Overview, Long-term,

Planning)

• Automating enterprise processes• Channel integration• Need strong project management, change

management skills

Operational(Daily, Interactive, Immediate,

Decisive)

• Exploit customer data – focused campaigns, service etc.

• Share customer dataAnalytical

(Specific, Authentic, Reflective, Information)

Source: “ROI on CRM: a customer-journey approach”, Ang et al (2002)

What is your focus?

Framework Example /1

Functionality in aMARKETING context

Strategic benefit thinking

Operational benefit thinking

Analytical benefit thinking

E-marketing

•90 out-of-the-box templates•Simple 3 step process to create marketing campaigns•Creation of targeted groups for sales to follow up

• Reposition marketing as an operational platform and communication hub in the business – this will increase it’s strategic importance to the business

• Accurate measure of the marketing budget

• More quality leads for sales team

• Better communication with customers regarding recall, updates and special offers through customer service

• Build groups out of email marketing data to provide segmented, relevant messaging. This increases campaign ROI

Integrated web to lead

Integrated email to lead

• Increase revenue opportunities by expanding customer touch-points

• Manage leads more efficiently by developing a common platform/messaging for web and email

• Implement web/email to lead as part of a designed programme to improve customer targeting

Framework Example /1

Functionality in aMARKETING context

Strategic benefit thinking

Operational benefit thinking

Analytical benefit thinking

Total Campaign management •Campaign cloning,•Campaign workflow•Budget overrun alerts

• Get full overview of marketing performance and campaign ROI

• Ensure alignment with sales and service to deliver corporate messaging

• Fully manage all your campaigns in a easy and efficient manner

• Replicate successful campaigns at the touch of a button

• Standardised workflows and cloning will ensure consistency in campaign delivery and allow for comparison between campaigns. This will improve messaging and feedback

Interactive Dashboard •Monitor your marketing KPIs

• Get full overview to aid planning and performance

• Proactively measure KPIs and take action as appropriate

• Display data from a range of sources and in a range of formats to aid decision-making

Track sales leads •Through to close

• Assess ROI of campaigns• Ensure sales accountability for

marketing initiatives

• Take immediate steps in transition from marketing to sales. Ensure follow up and close

• Feedback the lead quality based on hard data back to marketing. Compare campaigns for performance

Real-time marketing performance analysis, Pinpoint budget management

• Increase ROI and maximize the marketing budget and spend through 360⁰ campaign overview

• Make specific changes to campaigns, marketing mix and interaction with sales/service departments

• Use hard data to aid decision-making and complete the customer profile

Framework Example /2

Functionality in aSALES context

Strategic benefit thinking

Operational benefit thinking

Analytical benefit thinking

Interactive Dashboards •Monitor your KPIs in one place including the ability to link gadgets and data drilldown

• Interactive dashboard allows for complete business overview.

• Assigning dashboards ensures staff view the same information thus aligning business objectives

• The interactive dashboard can focus on operational issues – current tasks, appts, open opportunities etc.

• A team dashboard will drive common goals

• Using a common UI platform and dashboard will facilitate consistent data entry and allow a 360 sales and customer viewpoint

Opportunity pipeline •Analysis bar

• Business planning. Instant overview of opportunity pipeline will identify risks to budget and revenue

• Increases productivity. Easy to manage the different stages of your sales pipeline

• All the data on potential customer acquisition, development and retention visibly displayed

Enhanced report charts •Knowing what’s going on

• Improved reporting means improved business planning

• Having access to reports easily ensures that decisions can be taken immediately based on real time data

• Quick and easy to create charts to more visibly display key information. This will allow more accurate sales reporting

Framework Example /2

Functionality in aSALES context

• Strategic Message Operational Message Analytical Message

Automated Sales workflow •Sales templates •Sales processes

• Improved productivity• Greater profit-management

through improved forecasting and budgeting

• Easily automate key processes

• No need to ‘reinvent the wheel’ for items like sales templates

The methodology is the same for everyone. •More accurate forecasting •Uniform sales approach will drive process improvement

Exchange Server Integration •Real-time synching of calendar, appointments and tasks

• Improved productivity, communication, coordination, accountability

• Manage and deploy your resources more effectively

• Full visibility of your sales team including automatic updating of calendar/tasks (including from mobile devices)

• Manage your team (holidays, sick leave)

• Improved time management per rep

• More consistent/efficient appointment planning with customers

Sage CRM for iPhone, Android and Tablet •Allows you to access & edit information from anywhere

• Improved productivity• New markets, customer

profiles, verticals (e.g. large field sales) where mobile device essential

• Can easily coordinate sales resources regardless of location

• System constantly accessible - ensures customer data, leads and opportunities updated consistently

Framework Examples /3

Functionality in aSERVICE context

Strategic benefit thinking

Operational benefit thinking

Analytical benefit thinking

Interactive dashboards for monitoring KPIs’ •Link & drill down •Single data screen

• Increased productivity and improved service for customers

• Make decisions faster and more accurately

• Assigning dashboards and team dashboards will unify the service experience and facilitate process improvement

• Aggregate information with different emphases

• Ensure staff focus on the same metrics and key data

Company level dashboards

• Focus on a broader range of metrics

• Implement strategy to take into account broader company metrics (such as pipelines).

• Quick view of key metrics at company level, particularly for important customers. This will allow service decisions be made “holistically”.

• Service decisions can be made taking into account other factors, such as number of outstanding orders or opportunities

Framework Example /3

Functionality in aSERVICE context

Strategic benefit thinking

Operational benefit thinking

Analytical benefit thinking

Self Service portal•Fully customizable

• Reduce your support overhead by delivering a self-service model

• Easy for your customers• Smarter case deflection• Higher Case handling

volume from agents

• Get more accurate data “direct from source”

Email to case capability•Automatically logs a case

• Reduce your support overhead by delivering a self-service model

• Easy for your customers to log cases

• Higher Case handling volume from agents

• Get more accurate data “direct from source”

• Increase accuracy by providing options for customers to log cases

The complete customer view•From company / contact record

• Protect revenue through quality case resolution, increase revenue by cross and up-selling

• Ensure internal staff have the complete view

• Facilitate customer acquisition, growth or retention activities

• The company / contact record as the “single source of truth”; service managing the customer relationship

• What are your business drivers?– Think about improvement & monitoring

• What sort of analysis have you got? • What would you like?• What do your competitors do? Customers

About Your Business

What is the NEXT Step?

About Your Business

How we can help you /1

Successful CRM

• How to uncover “your challenges” and quantify the problems in language relevant to your business

• Thinking about business cases to gain consensus with your internal stakeholders

How we can help you /1

Successful CRM

Contact your Account Manager at BAASS to:– Share your Business Challenges– Share your Pain Points– Prioritize– Define Financial Impact on your Business– Calculate Cost not to Solve

THEN…

How we can help you /1

Successful CRM

Your Account Manager will:– Meet with BAASS Solution Expert(s):

• Share your Business Challenges and Pain Points• Discuss Client Expectations• Budget and Timeline

– Outcomes:• Possible Solutions• Define Next Steps

THEN…

How we can help you /2

Successful CRM

• Reflecting your business needs into a working requirements document

• Define who to involve• Engaging with vendors and resellers – what to look for, how to

measure fit, what to demand from their offer

How we can help you /2

Successful CRM

Start the Needs Analysis Process:– Analyse your Processes with the CRM Consultant

• Current and Desired• Drill down on the previously defined Pain Points • Identify exceptions (if any)

– Working with the consultant to translate those processes into a working solution document

– Recommend Best Practices

THEN…

How we can help you /2

Successful CRM

Provide you with:– Functional Specification (Design) document based of the Need Analyse

results– Recommend Phased Approach based of BAASS Best Practices– Timeline and Cost (Proposal)

THEN…

How we can help you /3

Successful CRM

• How to manage a CRM Implementation• How to manage the technical & cultural challenges that will

surface in your business• Managing for outcomes, so that you realise the benefits from

the program

How we can help you /2

Successful CRM

BAASS CRM Implementation Methodology:– Project Management– Design and Deploy– User Acceptance Test– Training– Go-Live & Support

Delivering CRM ProjectStructured approach and proven methodology for success:

Pro

ject Man

agem

ent

What Do You Think?

Successful CRM

What Do You Think?

Successful CRM

• Are you ready to start?• Where would you struggle? Why?• Where could you succeed? Why?

The Sage CRM Enabler

Builds on 30+ years of SMB heritage to deliver a CRM solution that is optimised to the needs of SMBs.

For 15,000 customers, 250k users , 70 countries

Easy to use and customise to adapt to your business

The Sage CRM Enabler

• Powerful tool to manage customer relationship and gain customer insight

• Easy to use & Fast to deploy • Scales up as needed to meet company’s

growth needs• Cost Effective

The Sage CRM Enabler /2

• Eliminates duplication of efforts and data corruption

• Fosters collaboration and Improves communications across business units

• Accelerates customer responses to inquiries and Increases quality of information

The Sage CRM Enabler /3

Automotive

Membership Organisations

Technology/ Software

Health/Sport

/Leisure

Services/ Retail

For companies like you …

“60% efficiency gains have been achieved across the entire business”.Ayda Hornak, Infrastructure and Innovation Manager, Waivestar Group

“…within three to four months of implementing the new system, we were able to achieve fifty per cent growth in the business.”

Steve Cumper, Founder, Medshop

ROI on the new system was achieved within 17 months. “Overcoming the account keeping overhead linked with duplication has saved us $55k per year in audit activity.”

Ian Lindgren, Chief Executive Officer, PayMe

“The software can take some credit for an 8 per cent improvement in customer satisfaction ratings as well as revenue growth.”

Chakri Wicharn, Information Manager, Fuji Xerox, Thailand

That gain measurable success …

Companies like you with BAASS

Thank you!

Talk to your Account Manager, email or visit our booth for more

information

Getting CRM to Work for My Getting CRM to Work for My BusinessBusiness

Presented By: Presented By: David BeardDavid Beard CRM Principal at SageCRM Principal at Sage

Zainab SalihiZainab Salihi CRM Practice Leader at BAASSCRM Practice Leader at BAASS