CUSTOMER RELATIONSHIP MANAGEMENTPETERBOROUGH BISCUIT
08 FEBRUARY 2017
Show of hands
#1
An Admission...
What is CRM?
Show of hands
#2
Hyperama, Padholme Road East07788 719504
Npower voted worst for customer service for fourth year running
By PA/AOL Money, Jan 22, 2015
What is CRM?
What is CRM?
• Philosophy
What is CRM?
• Philosophy• Technology
What is CRM?
• Philosophy• Technology• Business process
Botolph Bridge Trading Estate, Oundle Road, Woodston01733 897727
Customer Communications
Customer Communications
Customer Communications
Sales Ledger / Payment Processing
Sales Ledger / Payment Processing
Sales Ledger / Payment Processing
Purchase Ledger
Project Costing
Data analysis
Customer Contact Data in a system i.e. ‘retrievable’:
1,300 customers54 email addresses
13 mobile phone numbers73 company names
46 first names
1,030 VRMs (10% keying error rate)
In other words, NOT actionable insight
What are the triggers....
Seasonality: MOT-related
Capacity: Finite
Human nature: procrastinate
Plan & Act
+Data via API
VRM checkvia API
Repository of Actionable Information
MOT Renewal Marketing Communications
MOT Renewal Marketing Communications
MOT Renewal Marketing Communications
Commercial Results
Turnover increase (post-CRM cf. pre-CRM era)
33%
Data Results
Mobile +3,592%
First name +1,826%
Email +420%
Company +372%
Customer Insight
email or mobile*
5% 43%
Reputation
Anecdotally very positive
General implementation advice
crminsights.co.uk/case-studies
CRM Implementation - General Advice
1 + 1 = 2
STRATEGY
DATASOFTWA
RE
CRM
RESEARCHCULTURE
PEOPLE
DATA
SOFTWARE
CRMAGENCY
RESEARCH
CULTURE PEOPLE
STRATEGY
ProductPeopleProcess
Remember the 3 Ps
01733 902340
Software trial
crminsights.co.uk/workbooks
Questions?