The CRM 49 day success programme. Learn how to take control of your business destiny with our mentored CRM skills development service.

Transcription

1 The CRM 49 day success programme Learn how to take control of your business destiny with our mentored CRM skills development service. Peter Clements, Microsoft Certified CRM Project Manager, Trainer & Consultant since 2003

2 Apply CRM to achieve business success in 49 days A CRMKnowledge mentoring service A unique support service that focusses on putting you and your team in charge with the knowledge and skills you need to apply Microsoft Dynamics CRM to real world business challenges in just 49 days. The CRM platform offers your businesses the capability to re-define your relationship with customers and stakeholders by putting them at the core of their processes. However, many CRM users are not fully aware of how to deploy the capabilities of the technology to implement significant business change, or what options are open to them from the standard product. Our service puts you and your users in the driving seat with CRM working with you to deliver business objectives by aligning a development plan with agreed timescales and activities. Your programme will be lead and facilitate by one of the UK s most experienced CRM Consultants. Programme delivery. An executive day on site with our lead consultant to identify your specific needs for this programme and a timescale to build and deploy the skills you need A concise executive report on the business objectives and the methods to be used in CRM A weekly series of modular training sessions focusing on key areas of capability these can be replaced with other areas depending on your projects area of focus An agreed and planned set of activities that will embed the skills and knowledge required A complete set of training videos embedded in CRM Direct contact with your assigned Consultant with agreed response times A weekly review of activities and issues arising A close-out review identifying future opportunities and achievement of targets About CRMKnowledge CRMKnowledge is a specialist training and support organization that enables customers to get the best out of their Dynamics CRM investments with enhanced knowledge and skills in the product. Peter Clements, one of the UK s leading and most experienced CRM consultant, leads on this service and will be the lead executive contact for this programme. 1 P a g e

3 The services in detail Executive onsite workshop Your assigned consultant will spend one day with your senior team and subject matter experts to identify the business objectives you wish to target. Having specified these, your consultant will then work out a strategic skills development plan and a series of in-house activities to begin the process of achieving the objectives. There may be some initial follow up calls to clarify key points. You wish to increase the velocity with which incoming business leads are assigned and qualified. Firstly, we ll look at what the benchmark is and what the increase rate should be. We ll agree how to measure this and make sure that this measure can be easily tracked by all. Most importantly, well identify the key individuals involved and prepare a development plan to ensure that they have the skills and knowledge to implement the new processes. Following this workshop you will receive a diagnostics report clearly identifying the decisions taken and a forward plan for the next 45 days. You will be asked for executive sign off of the plan. An agreed and planned set of activities The focus on the programme is to support you in applying your CRM platform to your unique business objectives. As part of the report from the Executive onsite workshop we will agree a series of activities that you and your team will carry out over the supported time period. You want to implement marketing campaign functionality to provide a better customer journey from campaign execution through to sales order. We will break this target down to the essential skills required by marketing and sales teams and agree a timed set of activities linked to a clear business example. Your team will have a clear set of objectives, linked to the skills gained in one of the modular training session and a timed plan to implement these within. Via your executive consultant service, any issues with the plan can be escalated and resolved to ensure a smooth execution of the plan. Weekly CRM training sessions Each month we will facilitate an online 2 hour training session with your team to embed the required skills and focus their attention on the business objectives being pursued. We will also tie this to a clear measure that you can track the behaviour against. Your users may not have used the Opportunity pipeline in CRM consistently. We ll demonstrate the way in which the sales process should be adopted and then ensure that the process is followed consistently. We ll also agree and help you develop a mechanism to track the use of this process for example a chart of Opportunities by sales stage. 2 P a g e

4 The output: A documented process flow and clear guidance on how to follow the process available digitally from the CRMKnowledge web site and / or your intranet. You will be able to track the use of the process by regularly reporting on or charting the data in CRM. Your own CRM video library (approx. 160 videos) To provide you and your team with immediate, on demand access to training content, we will install a full set of CRM training videos that will help your users acquire new skills as they need them. They will be able to return to them as many times as they require and will find them conveniently located in the areas that they are working from. Where appropriate, we can extend these videos to illustrate specific business processes that you require users to follow. You have asked your users to follow a particular sales process using the Opportunity entity and to support this we use some of your allocated training time to develop a bespoke video on the process. However, you ask your users to use the out of the box quote and order process in CRM. The videos from the library on Quote and Order provide sufficient guidance to help users as they require. Each user has access to a complete video library directly from within the CRM interface. The video library may be extended with custom videos to illustrate examples or show custom processes for your own business. Direct contact with your assigned Consultant with agreed response times Central to this service is the relationship between you, your team and your assigned lead consultant. You will have an agreed response times and your consultant will make sure you get a response. You can be sure that you will be getting the best independent advice from an experience with a vast range of experience and knowledge of CRM. You are working on building an executive dashboard as part of the agreed programme. You find that the charts haven t been built out, but you can t remember where to add the chart. A quick call with your lead consultant ensures that the next time this happens you will know where to go and how to create the chart. Typically, a call to identify the issue, a screen sharing session and an assisted guidance through the process. Following the session your consultant will provide a ready reference and where appropriate provide a pointer to online resources and your video library. In short, you only ask once and we make sure the knowledge is transferred. A weekly review of activities and issues arising Each week you (and your team if appropriate) will have a review of the outstanding tasks and progress against those. We might adjust the activities to suit the progress but the focus will be on ensuring you keep on track to get to the completion of all the activities and complete the agreed knowledge transfer. 3 P a g e

5 For example: Its week 3 and you are working on an agreed lead escalation workflow process. The workflow is still draft as the team can t agree on how best to achieve this. Your consultant walks you through a series of examples, indicating pros and cons of each. By the end of the session, the team has agreed on the style, content and format of the escalation process. In addition, the team now knows how to apply escalation to other entities such as Cases and Opportunities. The session will be recorded and made available. A shortened version of the minutes and outcomes will be documented and forwarded. Any useful online resources will also be indicated. A close-out review identifying future opportunities and achievement of targets By the close of the process you and your team should be feeling confident in how to apply the powerful technology that is CRM to make sure your business is as customer centric as can be. In this close out session (one day on site) we ll work with you and the team to look at the lessons learned and the progress made. We ll then help you map out the next exciting stage in your CRM journey and give you guidance in how to achieve this without any external help. For example: Through the process of developing your CRM implementation it has been clear that digital marketing activities taking place early in the customer journey are not being identified in CRM. You decide that you want to start tracking prospect and customer activity from as early a stage as possible. Your lead consultant helps you identify the art of the possible and provides you with resources to be able to come to a decision on engaging a digital marketing agency, purchase a digital marketing software for CRM or develop your own solution. Having completed the research you are in a great position to decide what is best for your business. A documented report identifying skills acquired and progress made in your CRM strategy this will be presented in the form of a slide deck and summary management report. This makes sure that you are in the driving seat when reviewing CRM strategy with the board or senior management team. This will also include a suggested hit list of next actions that you and the team should be capable of given the progress made. 4 P a g e

6 Typical programme structure Day 1: The executive onsite day What can be achieved with CRM? Skillsets required for roles of users. Aligning business objectives to CRM measures. Core CRM skills for the team Example KPI measures Example automation options Sales, Marketing and Service the complete customer journey in CRM The amazing world of CRM extensions How CRM changes the business model of your organisation Week 1: Getting Customer / Client / Citizen centric Importing data into CRM. The Account Contact model explained. The role of connections. Tracking customer activity. The role of the Lead entity. Actions: Identify data to be migrated Populate template Action the migration and check Week 2: Managing Sales Opportunities and Pipeline Management Using Leads to Opportunity model. Measuring potential revenue, probability and weighting. Implementing a pipeline process and activity model. How to use products and manual pricing models. Extending to Quotes, Orders and Invoices. Actions: Prepare a sample product with sample pricing Define a current lead and progress to Opportunity Follow business process to update pipeline phase Close the Opportunity and update the win detail Define a new Opportunity and progress to a Quote Revise the Quote and create an Order and an invoice to follow 5 P a g e

7 Real-world implications and considerations Week 3: Managing Customer Services Using Cases, Contracts, SLAs, Products and Entitlements an overview. Providing case worker assistance through Knowledge Base articles and related Cases. Actions: Define subject tree hierarchy Create a sample Knowledgebase Define an entitlement / SLA for a client Add a Case to track a customer problem to Case options and Queueing Real-world implications and considerations Week 4: Managing Campaign Management The scope of CRM campaign management capability and limitations. Enhancing CRM capability with Dynamics Marketing and Digital Marketing ISV add-ons Actions Manage marketing preferences in CRM contacts and accounts Prepare a static and marketing list amend contacts to show difference Define a marketing campaign with budget, planning activities and objectives Prepare an template and design an campaign Real-world implications and considerations Identification of a sub-set of customers or prospects checking opt-outs / opt-ins An template to automate the population of an communication Adding an attachments for example a newsletter Designing the campaign, the measures and tracking the outcome 6 P a g e

8 Week 5: Automating processes and data capture With CRM it is possible to automate a multitude of tasks, data entry and business processes. The great thing is that you can do the vast majority of them via the interface without ever resorting to code. The difficult thing is knowing what is actually possible. This week will open your eyes to the wide variety of tools that CRM offers to help make the lives of your users easier and to make customer centric processes more streamlined and accurate. Actions Mapping from one record to another Setting automatic values on fields Defining and using a business process flow Defining and using business rules Defining and using a simple workflow Defining and using a simple dialog Real-world implications and considerations Week 6: Tracking KPI s with charts, dashboards, reports and Excel (including Power BI). CRM offers a powerful set of capabilities that allow you to analyse your customer centric data in pretty much anyway you want. Being able to link your company s key performance indicators directly to CRM customer data and show performance against those targets will ensure you and your team direct your attention to where it is most needed. This session will provide guidance as to which tools are most appropriate for specific scenarios Actions Designing a chart Designing a dashboard Using a Goal Metric Designing a basic CRM report using Report Wizard Exporting data to Excel for further analysis The role of Power BI Real-world implications and considerations 7 P a g e

9 Week 7: Wrap up In the final week we look to bring together the learnings and apply the skills and knowledge gained to solve key business issues and develop the customer centric processes. The team will be set specific tasks to perform in their areas and we will have a couple of online sessions with the team to support them in their projects. Project closeout: Lessons learned and strategy going forward What are the lessons learned from this project and to what extent did we achieve what we set out to. Where are we now in terms of CRM and our ability to apply the technology to our business challenges? Going forward what do we need to apply more effort to? Actions Update the project objectives with the results gained Meet with the team to get a rounded feedback on the programme Identify the priority areas that the business should work on going forward Identify any gaps in knowledge or functionality to be further developed Officially sign off and close the programme and celebrate the achievements. A completed report on the achievements and progress made. A presentation on moving forward with CRM our view on how best to deploy CRM in the future. A facilitated session with the team to discuss the programme and look forward to the next phase in your organisations use of CRM. A last chance to look any outstanding issues or training needs Ongoing use of the video library for the remainder of the year (subsequent years at cost) Call Peter on or him at peter.clements@crmknowledge.co.uk 8 P a g e