Getting started with CRM A step-by-step approach. The CRM Toolkit

Transcription

1 Getting started with CRM A step-by-step approach The CRM Toolkit

2 The CRM Toolkit CRM Basic CRM Advanced Step 1 Step 2 Step 3 Step 4 Database Comms Tools Analysis, Testing and Refining Integration of Systems

3 Step 1: Get your customer database / CRM system sorted Bookings)/) Purchases) 'contact'data' &' purchase'data'(value,' date,'type)' ' Enquiries)and) Prospects) 'contact'data,' interests,'type'of' customer' Step 1 Step 2 Step 3 Database Comms Tools Analysis, Testing and Refining ) Database) Single'record'per' customer:' Interest,'type,'purchase' value,'recency,' frequency' Integration Step 4 of Systems

4 Basic requirements of a single customer database! Can store customer information in a consistent way! Can record and amend contact details, including people s data protection preferences! Can apply codes to people based on various criteria YOU decide Eg. business or leisure, prospects or customers, etc.! Includes up-to-date purchase activity and isn t just a list of contacts! Can easily be queried to segment customers, based on the criteria you have stored about them Step 1 Step 2 Step 3 Database Comms Tools Analysis, Testing and Refining Integration Step 4 of Systems

5 Step 1: Get your customer database sorted Some booking systems do ALL of this Bookings)/) Purchases) 'contact'data' &' purchase'data'(value,' date,'type)' ' Some enquiry systems do ALL of this Enquiries)and) Prospects) 'contact'data,' interests,'type'of' customer' Step 1 Step 2 Step 3 Database Comms Tools Analysis, Testing and Refining ) Database) Single'record'per' customer:' Interest,'type,'purchase' value,'recency,' frequency' Sometimes you need a separate database that you tip both of these into Integration Step 4 of Systems

6 Step 1: Get your customer database sorted COMBINE All data - Purchase and Contact info ENHANCE Additional information eg. product / customer type SEGMENT Query customers based on various elements Step 1 Step 2 Step 3 Database Comms Tools Analysis, Testing and Refining Integration Step 4 of Systems

7 Example of ideal customer record! Name of (Title, First Name, Surname)! Contact information: Postal address, address, mobile phone! Relationship to company: customer, enquirer, identified prospect, supplier, competitor, etc.! type: Business, leisure, etc! Product types interested in: Spa break, family holidays, conferences,! Product types purchased: Spa break, family holidays, conferences,! Purchase history (list): date, value, product, product type! Record of communications sent: date, type (eg. or postal), content Step 1 Step 2 Step 3 Database Comms Tools Analysis, Testing and Refining Integration Step 4 of Systems

8 Step 2: Get your communications tools sorted Bookings)/) Purchases) 'contact' data'&' Purchase'history' Enquiries)and) Prospects) 'contact' data,'interests,'type' ) Database) Single'record'per' customer:' Interest,'type,' purchase'value,' recency,'frequency,)) )so<ware) '

9 Basic requirements of an Service Provider (ESP)! Ability to send bulk s! Can handle multiple lists! Optimised for anti-spam! Easy to use templates! Reporting: opens and click-throughs! Data management: record un-subscribes and export back into database

10 Step 2: Get your communications tools sorted RESEARCH software tools With required capabilities TEST Different segments from database MEASURE Results Open and click rates Unsubscribe %

11 Example tools Event Brite Bookings)/) Purchases) 'contact' data'&' Purchase'history' Capsule Enquiries)and) Prospects) 'contact' data,'interests,'type' ) Database) Single'record'per' customer:' Interest,'type,' purchase'value,' recency,'frequency,)) )so<ware) ' MailChimp

12 The CRM Toolkit CRM Basic CRM Advanced Step 1 Step 2 Step 3 Step 4 Database Comms Tools Analysis, Testing and Refining Integration of Systems

13 Step 3: Analysing, Testing and Refining Bookings)/) Purchases) 'contact' data'&' Purchase'history' Enquiries)and) Prospects) 'contact' data,'interests,'type' ) Database) Single'record'per' customer:' Interest,'type,' purchase'value,' recency,'frequency,)) )so<ware) ' A-B testing

14 Step 4: Explore ways of integrating e- comms and surveys with the database Bookings)/) Purchases) 'contact' data'&' Purchase'history' Enquiries)and) Prospects) 'contact' data,'interests,'type' )Database) Single'record'per' customer:' Interest,'type,'purchase' value,'recency,' frequency,clicks,) unsubscribes)) )so<ware) ' Survey)so<ware) '

15 Katy Raines Partner, Indigo-Ltd