1 CRM Customer Relationship Management By: Jeff Greco (Cavera Inc.)
2 Luncheon Agenda 1: Introduction 2: What is CRM? 3: Why CRM? 4: How CRM can benefit your business. 5: Various types of CRM systems. 6: Basic CRM implementation. 7: Some warnings and drawbacks. 8: Conclusion and questions.
3 Introduction About Me - Jeff Greco - BCOSC w/ Spec. in Business Systems Mgmt. - Cavera Inc. President and CEO. Cavera Studios Interactive Marketing Agency in Sault Ste Marie. Web, Software, Social Media, Creative Marketing. Positive and fresh new strategy for our clientele.
4 How do you manage clients?
5 What is CRM? Acronym for Customer Relationship Management. Gained popularity in the 1990s. Tracks various types of data about customers and clients. Unified access. Code of ethics for privacy.
6 "System" A group of interacting, interrelated or interdependent elements forming a complex whole.
7 What is CRM? CRM is a business philosophy, rather than an application of technology. However, successful CRM employs the use of technology.
8 Why CRM? To gain and retain customers, while growing your business in a cost effective manner. Cost of acquiring new customers can cost 5-7 times more than retaining current ones. Expanding business channels requires new ways to track insight and customer behaviour.
9 CRM is achieved by.. determining customer purchasing habits, opinions and preferences. profiling individuals and groups to more effectively reach your market. changing the way you operate to improve customer service.
10 How CRM can benefit your business Affordable and simple, expensive and complex, or anywhere in between. Benefits outweigh the cost. Leads to...
11 Better customer relations: increased sales through better product delivery timing. identifying customer needs more effectively. effectively cross-selling products or services. identifying the customers with the highest potential for profit.
12 Allows for.. more efficient and direct target marketing aimed towards customer needs. a more personal approach to product or service development, essentially allowing you to adapt to public needs, or the evolving needs of your current client base.
13 Leads to.. enhanced customer satisfaction and retention, as well as increased reputation. increase value from existing customers and reduced cost of sales. correctly identifying and pursuing the most profitable clients while dealing with the less profitable ones in a cost effective manner.
14 Why CRM? Automation of data collection and processing. Automate customer appreciation programs, such as discounts and benefits. Always room for improvement! Centralized access for the entire organization.
17 Types of CRM solutions 2: Off-the-shelf Solutions Add-on to integrate with an existing system. Low cost. Sacrifices functionality. Find your happy medium.
18 Types of CRM solutions 3: Custom Solution Hiring software engineers. Custom tailored to company needs. Highest cost. Greatest benefit.
19 Types of CRM solutions 4: Managed Solution Cross between custom and outsourced/off-the-shelf. Slightly customized to tailor some needs.
20 How to implement a CRM
21 How to implement a CRM. 1: Collecting Information Necessary information to identify customer needs. Categorize behaviour. Online businesses have an advantage.
22 How to implement a CRM. 2: Storing Information Relational databases. Centralized system.
23 How to implement a CRM. 3: Accessing Information Interdepartmental sharing of data. Simultaneously available to Sales, Management, Marketing, etc.
24 How to implement a CRM. 4: Analyzing Customer Behaviour Depends on implementation. Analyze data to develop new profiles and strategies. Custom solutions can analyze data in real-time.
25 How to implement a CRM. 5: Marketing More Effectively Small percentage of customers generate high percentage of profits. Enables better understanding of customers. Facilitates customer rewards with greatest effect.
26 How to implement a CRM. 6: Enhance Customer Experience Small percentage of unhappy customers take up staff time. Identify unhappy customers' needs and resolve the problem quickly to save time. More time for all other customers. Cost savings and customer retention.
27 Potential Drawbacks
28 Potential Drawbacks 1: Lack of Commitment Employees neglect to adapt to CRM. Cultural change is necessary. Only succeeds if everyone buys in.
29 Potential Drawbacks 2: Poor Communication Company wide involvement. Educate all CRM users on how to utilize the system and its data.
30 Potential Drawbacks 3: Weak Leadership Largest responsibility on management. Lead by example for customer focus. Weak plans must be reassessed.
31 Potential Drawbacks 4: Too much too fast CRM is a process. Risky to implement a complete solution quickly. Management tasked with learning and updating the system accordingly.
32 Potential Drawbacks 5: Adopting Rigid Rules Implementing a system that cannot be modified can be devastating and a waste of money. Allow for change and flexibility during implementation.
33 Conclusion Comes with a cost and requires effort, but benefits are unlimited. Why use it, what the benefits are, the 4 types of CRM, 6 stages of implementation and potential drawbacks. Constantly evolving. More of an art than a science.
Chapter 3 INFO1400 Review Questions 1. Which features of organizations do managers need to know about to build and use information systems successfully? What is the impact of information systems on organizations?
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