Building a Solid Business Case for CRM Siska Bossuyt CRM Coach JEZZUP September, 2014
Main objectives
Challenges on your way. Starting point is often not known, basic data not measured Comparison before/after very difficult Qualitative advantages Fast start, not always based on rational considerations Impact of many surrounding factors
Different steps 1. Collect company information 2. Collect market data 3. Define possible improvements 4. Define growth scenario s 5. Calculate ROI
1. Collect company information Data needed on : Sources of information : - Number of customers - Total Revenue - Margin / Profit - Main markets - # employees -. - Company website - Cases in relevant/similar market - Annual report - Social networks : who knows who? - Internal sponsors
2. Collect market data Industry data Position of company within market (leader, challenger,.) Economic conditions : CRM Strategy objectives differ in good and bad economic conditions F.i. Declining conditions : focus on reducing costs New customers & cross-selling lower priority General Cxx priorities
3. Define possible improvements
3. Define possible improvements Image improvement Act as ONE organisation ONE voice to the customer Uniform way of working Better internal communication Employee satisfaction
3. Define possible improvements 1. Connect with customers through social media 2. Created Personalized marketing 3. Collaborate with customers directly 4. Take CRM with you (mobility) 5. Support customers in real time 6. Integrate CRM with other buisness processes 7. Provide a better user experience
3. Define possible improvements Sales Process Phases Addressed Lead Management - Increase Number of Leads Managed - Increase Value per Deal Pipeline / Opportunity Management - Decrease Deal Cycle Time - Increase Close Rate Customer Management - Increase Cross-Sell and Up-Sell Close Rates - Decrease the Cost to Manage Customers KPI Analysis Increase Revenue Decrease Costs
Example: Driving Sales Productivity
3. Define possible improvements Campaign planning Define Campaign and Assemble List Determine Campaign Targets Prepare for Execution Campaign execution Execute Campaign Evaluate Performance Response Management Receive Responses Evaluate Responses Convert Responses
3. Define possible improvements Customer churn Current Revenue % expected extra revenue Cross- and Up selling Current Revenue % expected extra revenue New customers Current Revenue % expected extra revenue
3. Define possible improvements Platform Flexibility Customizable and Integrated Solution Standards-Based Technology Architecture
4. Define (revenue) growth scenario s Revenue per customer Customer churn New customers Revenue per customer Customer churn New customers Best Case Worst Case
5. Calculate ROI Cumulative Benefits ROI = -------------------------------- Cumulative Costs / Investment Amount to be Invested Payback Period = --------------------------------------- Estimated Annual Net Cash Flow
In Summary. 1. Collect company information 2. Collect market data 3. Define possible improvements 4. Define growth scenario s 5. Calculate ROI
and. Figures don t tell everything!
Your goal?
Want to know more? Contact us! A D R E M
Siska Bossuyt 18 years in business, of which 15 years in Customer Relationship Management : 3 years of international project management @ Barco 3 years as customer service manager @ Phoenix-Mecano 2 years as project manager @ Navico, ERP implementations focused on customer service 8 years of enterprise sales @ Microsoft, specialized in Dynamics CRM 2 years of group lead @ Microsoft, establishing the strategy for Dynamics CRM Solid understanding of business drivers and enablers Passionate about building a customer-centric organisation, on how to do things differently Focused, Result-driven, professional can-do mentality, good listener and teamplayer Always on discovery tour, looking for inspiration...
Our mission
Be everywhere, Do everything, and never fail to astonish the customer Siska Bossuyt CRM Coach JEZZUP siska@jezzup.com