GSSI Conference Putting Customer First Sahinis Nicholas Commercial Director
Today's Agenda Company s background Value of Information Role of CRM in a company s strategy Features of a modern CRM Possible obstacles Our solution
Who we are Entersoft provides innovative business software and professional services for small and medium enterprises. It is one of the very few companies with a full range of Enterprise unified Applications (ERP-CRM-E-Commerce) developed exclusively on.net Entersoft is certified as Microsoft Gold Certified Partner / ISV Software Solutions, for its Microsoft.NET & Windows Vista applications.
Entersoft at a glance... 87 people in staff (the majority of whom are in the field of Development and Support) More than 1.300 customers in the middle market More than 10.000 users turn our products to advantage 80 partners throughout Greece, Bulgaria, Cyprus Annual growth rate in turnover and earnings of 40%. Company is listed in the Athens Stock Exchange Alternative Market in 4 years!
Entersoft today... According to the IDC Annual Research for Enterprise applications market shares for Greece for 2005 Fastest Growing Software Vendor
Definitions: What is a CRM? An enterprise-wide strategy and solution that impacts customer-facing departments and processes in a company. It is designed to improve customer service, loyalty and retention, optimize profitability and help companies better manage communication and interaction between their employees and their customers, partners and suppliers. A standard CRM solution includes three modules, Sales Force Automation (SFA), Marketing Automation and Customer Service Customer Relationship Management Association CRM is a customer-centric business strategy. It is designed to improve customer relationships in areas of Sales, Marketing, Service
Why CRM s created? Companies Evolution Process Customer Orientation Market Orientation Sales Orientation Product Orientation It is a part of the evolutionary process of companies!
Decision making process 80 s 90 s 2000 Preparation Preparation Execution Targeting Execution Execution Execution Targeting Execution «The way business activities are conducted will change more in the next ten years rather than the previous fifty years.» (Bill Gates)
The 5 stages development process of the modern enterprise 1. Emphasis on sales transactions 2. Product differentiation Phase 3. Customer Service Phase 4. Customer segmentation & Distribution channels differentiation Phase 5.Customer Oriented System & customer relationship management Source: P. Kotler
The important features of the modern enterprise 1. 2. 3. It relies on knowledge Digital information technology Focus on customer
What is the importance of information? The economic development based on KNOWLEDGE! The knowledge and use of information is a key element of growth and sustainable source of competitive advantage
The automated operation of yesterday Customer Company Internet Request not satisfied email Answered partially Meeting-not recorded Not answered because workload Not answered??? Do I really Know everything about my customer?
RESULT: The loss of valuable information for customers that can lead to discontent and loss of revenue for the company
The role of a modern CRM. Supports all channels of communication and is leading to positive customer experience and high satisfaction levels, since information is stored in the central information system
Role of CRM in a company s marketing and customer strategy Support functions and procedures Business Environment Measurement of results, KPI s reassessments Optimize support Future projections Its crucial for a CRM to process Unified data for a unified business environment and operations
Compose the overall picture of your customer Customer-Centric Refers to a strategy or focus, which is closely aligned with CRM and the fusion of a company is people, process and technology. A Customer- Centric strategy is meant to measure and monitor all accessible and valuable customer information!
Benefits of CRM use 1. Customer-Centric philosophy 2. Strategy Improvement 3. Process Improvement 8. Increase Profit CUSTOMER 4. Effective Communication 7. Cost reduction 6. Satisfaction Improvement 5. Automatization
Difficulties for sales acceptance of CRM Main Reasons: Extra control Additional Workload Technology Familiarization Actions: Continuous Feedback Participation
Barriers & Enablers on CRM implementation Enablers Barriers Effectiveness Improvement Customer Centric policy/satisfaction/loyalty Looking towards the future Sales Knowledge management Continuous competitive advantage Change Management/cultural issues Data mining CRM Strategy Definition ROI Justification Systems Integration Garbage In Garbage Out. They lead to mutual benefits for the customer and the company
Key issues in successful CRM implementation - Project Management - Accurate Data & Data Quality - Business Acceptance - Simple Design - Business Process Changes - Development of a corporate CRM culture, involvement of key stakeholders - Outline a CRM strategy - Definition of CRM objectives and Prioritization of CRM requirements A Forrester Research asked executives where they ran into trouble most often during CRM implementations. User adoption topped the list. Source: Forrester Research and CRM magazine
Usual reasons for CRM failures Company: - Lack of executive sponsorship - Internal staff lacks skills - User adoption problems - Leadership Involvement - Business Acceptance - Poor internal metrics - CRM Vision Vendor: -Software and/or consulting vendor over promised - Integrator cost out of control - Unstable or buggy software - Integrator doesn't understand client's business - Software lacks key functionality - Integration with legacy systems too difficult
CRM R.O.I. Calculation Sometimes is like seeking for Holy Grail! However there are five fundamentals for measuring ROI: The cost and business benefits of CRM initiatives should be qualified and justified. Multiyear capital project planning should be seen as paramount. Enterprises can control the investments associated with CRM initiatives by using tools (such as total cost of ownership projections, work plans, benefit calculations and business case analyses) to manage projects. Businesses must understand critical success factors and pitfalls to achieve ROI predictions. Ongoing measurement systems must be put in place to ensure that benefits are achieved.
Entersoft CRM... Entersoft CRM covers all sales, marketing, customer care and service processes. Combines real time information of all commercial, financial and business processes data for each existing or potential customer. Frees professionals from time-consuming processes with the creation of work flows and the definition of business rules and automations. Provides mobile professionals with real time access to critical business information, anytime, anywhere, through Microsoft Outlook. Optimizes the internal infrastructure of the organization. Empowers the management team to make informed decisions thought a large range of analytical and statistical information.
Entersoft CRM... Entersoft CRM Sales Helps sales professionals to better manage their work and grow revenues. Offers a real time thorough knowledge of existing or potential customers and partners, total visibility of the sales pipeline and sales opportunities. Offers the convenient tools to develop accurate sales forecasts and count results and their referring costs, to reduce the sales cycle, to quickly and intelligently respond to customer needs, to rapidly transform customer quotes to proposals Helps in sharing information across sales team and in making most of future sales opportunities.
Benefits of ERP-CRM integration Real time integrated, structured, and useful information for end users! CRM - ERP Organization Trade Accounts Inventory Sources Stock Cases Tasks Quotes Orders Shipments- Complaints Service Requests Business documents Qualitative Quantitative Info Complete work flow system Overall MIS
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