Planning for CRM E-Business Conference 2009: Finding and Keeping Profitable Customers Steve Orriss 17 Th September 2009

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1 Planning for CRM E-Business Conference 2009: Finding and Keeping Profitable Customers Steve Orriss 17 Th September 2009

2 Today s objective Understand some of the key issues around a successful CRM project

3 Key issues to consider What do you want to achieve with CRM Who will use it What functions will they need Where will they want to use it What data will they need - now & future How do you select the right solution How do you ensure it meets goals and objectives

4 CRM Strategy Where are you now Where do you want to be How can CRM help you get there Lead to goals, objectives and project deliverables Aligned with the business strategy

5 Goals and Objectives Address a strategic issue More effective marketing Win new customers / enter new markets Sell more to current customers Improve after sales service Correct a problem Poor lead management Customer related documents all over the place Inconsistent or hard to manage sales process Understand which are best and worst customers

6 Who is going to use it? Right answer everyone Worst case anyone 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, home, customers, Starbucks, hotel Do they have the right ICT skills?

7 Keep the users on board Lack of support from users is a key CRM project failure reason Tell them Goals and Objectives Ask them what they need Keep them informed of progress Involve key users in the project Identify their training needs

8 CRM functions General Operational Analytical Service and Support

9 CRM functions - general Manage account and contact details Manage tasks Calendars Build and store customer history Store documents against accounts

10 CRM functions - operational Manage marketing campaigns Manage sales pipeline Manage service calls and tickets Manage customer contact history

11 CRM functions - service and support Help desk / call centre Receive and manage service requests Manage service activities Assign ownership / ensure follow up Reminders for routine maintenance and contract renewal

12 CRM functions - analytical 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

13 What data do you need? What customer data will you collect? Where will it come from? Who is going to enter it? What do you want to do with it? Will you need more, or different, data in the future?

14 Integration with other systems Websites - leads, info requests, website sales Applications - Business Management Systems, ERP, financials, Mobile - telephones, PDAs Outlook tasks, contacts,

15 Technical issues Audit current IT is it good enough / big enough / secure enough Legacy systems Legacy data format, how move to new system Solution Options Commercial package / build your own / BMS add-on Architecture Server based, web-based, SaaS

16 Choosing the solution Write it all down as a Request for Quotation Send it out for quotes Review carefully, involve key users Create a short list Invite to give demonstration Make final selection Contract Implement! Train and Educate

17 ICT purchasing support Guide to purchasing ICT: A good practice guide for small businesses

18 Who gets the RfQ? Legacy system providers may offer a CRM module Don t assume it has the functions you need Specialist CRM providers Business software suppliers Don t forget the Open Source option

19 After you have placed the contract Educate your employees Not just what but why Not just the solution but the reasons processes are changing Train them

20 To sum up Business Strategy Goals & Objectives Users Functions & Data IT & Integration Package Selection Implementation

21 Thank You! Any Questions?

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