Customer Relationship

Management

Charting Your Course Towards the

Customer-Centric Business of the Future
Agenda
Part 1 - CRM Strategy

Part 2 - CRM Implementation

CRM Strategy & Implementation

Part 1
CRM Strategy
CRM…
Three small letters, with three core concepts:

• Customer (Constituents/ Stakeholders) – The heart of your organisation

• Relationship – The key to growing your company through engagement with

your prospects, customers and stakeholders

• Management – Managing these stakeholder relationships to increase

lifetime value

CRM Strategy & Implementation

CRM Strategy

“CRM is a business strategy whose outcomes

optimize profitability, revenue and customer
satisfaction by implementing customer-centric
processes” (Gartner)

A CRM strategy cannot be developed in isolation.

It must be relevant and linked to the overall corporate strategy.

CRM Strategy & Implementation

Why is it important?
Successful CRM strategy will:

• Help better understand the needs of every individual customer

• Reduce customer churn - eg: lower selling costs

• Increase leads - eg: referrals

• Increase revenue per customer - eg: cross sell, upsell

• Help deliver a consistent experience every time

CRM Strategy & Implementation

Challenges with Customer Interactions

CRM Strategy & Implementation

So what has changed?
Traditional buying model

CRM Strategy & Implementation

So what has changed? (con’t)
A more complex buying model

• The internet

• Advances in
technology

• Social Media

• Changes in buyer
behaviour

CRM Strategy & Implementation

The Eight Building Blocks of CRM
(Gartner)
1. CRM Vision: : Leadership, Market Position, Value Proposition

2. CRM Strategy: Objectives, Segments, Effective Interaction

3. Valued Customer Experience 4. Organisational Collaboration

• Understand Requirements
• Monitor Expectations
• Satisfaction vs. Competition
• Collaboration and Feedback
• Customer Communication
• Culture and Structure
• Customer Understanding
• People: Skills, Competencies
• Incentives and Compensation
• Employee Communications
• Partners and Suppliers

5. CRM Processes: Customer Life Cycle, Knowledge Management

6. CRM Information: Data, Analysis, One View Across Channels

7. CRM Technology: Applications, Architecture, Infrastructure

8. CRM Metrics: Value, Retention, Satisfaction, Loyalty, Cost to Serve

CRM Strategy & Implementation

CRM Strategy consideration
Information Mobile trends
abundance People
Social Media
Cloud trends
Customer
expectations Marketing
sophistication

Customer
behaviour Processes Technology Big Data

Alternative products
Staff expectations Pricing Pressure
and services

CRM Strategy & Implementation

People
• Communicate vision

• Recognise customer-centric behaviour

• Train staff on Customer Service and customer dispute resolution

• Make customers front and centre for all key business decisions

• Measure and report

o Surveys (written or face to face)

o Social media monitoring

o Mystery Shopping

o Management involved with Customer

CRM Strategy & Implementation

Processes
• Lead management
• Sales Pipeline management
o Call back responses
• Accounts Management
o Record account specifics and all account interactions across the
organisation
o Customer care program
o Account Ratings –Advocate, Passive, Detractor
• Service Desk
o Case management
o Dispute recognition
o Social media management
• Marketing
o Leverage technology, individual behaviours and context to drive more
personalized marketing and engage prospects and customers

CRM Strategy & Implementation

Technology
• Implement a CRM System
o Use CRM to cement your process
o Make CRM central source of truth

• Integrate your CRM system

o Content Management System (CMS)
o eCommerce platform
o Marketing Automation software
o Learning Management System
o ERP
o Accounting software

CRM Strategy & Implementation

From Product focused to Customer Centric
Features Product-Focused Customer-Focused

Customer • Discrete transaction at a point in time • Customer lifecycle orientation

Orientation • Event-oriented marketing • Work with customer to solve both immediate and long term
• Narrow focus issues
• Build customer understanding art each interaction

Solution • Narrow distribution of customer value proposition • Broad definition of customer value proposition
Mindset • Off-the-shelf products • Bundles that’s combines products, services and knowledge
• Top-down design • Bottom-up, designed on the front lines

Advice • Perceived as outsider selling in • Working as an insider

Orientation • Push product • Solution focus
• Transactional relationship • Advisory relationship
• Individual to individual • Team-based selling

Customer • Centrally drive • Innovation and authority at the front line with customer
Interface • Limited decision-making power in field • Incentives based on customer economics and team
• Incentives based on product economics and performance
individual performance

Business • “One size fits all” approach • Tailored business streams

Processes • Customisation add complexity • Balance between customisation and complexity

Organisation • Rigid organisational boundaries • Cross-organisational team

Linkages and • Organisation solos control resources • Join credit
Metrics • Limited trues across organisational boundaries • High degree of organisational trust

Source: Booz Allen Hamilton

CRM Strategy & Implementation

CRM adoption curve

CRM Strategy & Implementation

CRM adoption curve

CRM Strategy & Implementation

CRM adoption curve

CRM Strategy & Implementation

CRM adoption curve

CRM Strategy & Implementation

CRM adoption curve

CRM Strategy & Implementation

Part 2
CRM Implementation
CRM Implementation
• Planning

• Product Vendor Selection

• Scope

• Data

• Hosting

• Rollout

CRM Strategy & Implementation

What is a CRM system?

CRM Strategy & Implementation

Generate Higher ROI on
Marketing Activities

• Create and execute campaigns across marketing channels

• Capture leads directly into CRM System

• Measure return on investment of campaigns

CRM Strategy & Implementation

Increase the Productivity of
Your Sales Force

• Organise sales information into a single system

• Improve the productivity of sales individuals and teams

• Gain greater visibility into sales performance

CRM Strategy & Implementation

Create a Consistent Customer
Experience

• Central repository for customer support and product issues

• Share knowledge and case resolutions across teams

• Reduce costs through customer self-service

CRM Strategy & Implementation

Planning
• Organisation objectives

• Identify business problems

• Document Planning and business processes

• Team

• Budget

• Timing (1 to 3 months)

• Effort

CRM Strategy & Implementation

Product & Vendor Selection
Selection Criteria
Criteria Comments
Critical Mass Proven product in the market

Product Roadmap >1 release per year

Flexibility Ease of deployment

Ease of Use Ease of user adoption

Vendor Knowledge Product knowledge, business and technical

Vendor Track record Proven ability to deliver

Lock In Data Jail, Contracts

Total Cost of Ownership Hidden costs

CRM Strategy & Implementation

Scope
Data model Accounts

Campaigns Contacts Leads Opportunities Quotes Activities

Teams
Security Model
Independent business units
o Teams
Franchisee Rollout
Sales

Roles
o Roles Blocking delete
View only fields/modules
Blocking export

CRM Strategy & Implementation

Scope (con’t)
• Processes
o Configurations versus customisation
o Fields and layouts

• Processes – Customisations
o Keep to a minimum
o Integrations and customer portal

• Processes – Workflows
o What automated processes eg call back times
o Complexity tradeoffs

• Look to CRM best practice

o Don’t re-invent the wheel

CRM Strategy & Implementation

Data migration
• Clean up your data
o Use spreadsheets if possible
o Remove old and redundant information
o Remove conflicting information

• Don’t over invest in data migration

o Focus on accounts and contacts and activities
o Importing data is ongoing

CRM Strategy & Implementation

Hosting
• Hosting in the “cloud”
• On Demand CRM growth is > 20% pa (Gartner)
• 75% of US organisations have at least one SaaS delivered application (IDC Research)
• Advantages of cloud hosting:
Benefits Comment
Managed by specialists You need good product knowledge at both an application and
infrastructure level.
Manage patches and upgrades Needs professional management

Reliability Redundant mission critical infrastructure

Back up and Disaster recovery Needs professional management

Speed In house does not mean faster

Security Pros and cons

Cost More often than not it will be cheaper

CRM Strategy & Implementation

Rollout
• Log activities in the system
o All sales information must reside in CRM
o All sales people need to be living in the CRM

• All open leads and opportunities must have some planned follow-up activity
o The CRM will help you become more organised
o Follow up will be planned and not random

• Develop a consistent set of dashboards for the team

CRM Strategy & Implementation

Rollout (con’t)
• Focus on user adoption
o Individual over management
o Run competitions/ incentive
o Encourage report writing and flexibility of changes

• Make data integrity everybody’s responsibility

• Management
o Rely on CRM data
o On screen reports

CRM Strategy & Implementation

Take outs

• Start small, Think Big, Move quickly

• Establish a clear set of objectives that can be measured

• Adjust metrics as needed to ensure ongoing commitment to CRM success

• Use the system to cement CRM strategies and processes

• Focus on people and organisational goals, not the product

• Focus on how the system helps individual performance rather than management

• Remove complexity. Eg Outsource your hosting

CRM Strategy & Implementation

A journey of a thousand miles
begins with a single step.

Lao-Tsu, Chinese philosopher (604 BC - 531 BC)

 About Loaded
Smart solutions to unlock your customer potential.

• Delivering business impact through CRM, Web, Marketing Automation and Business Intelligence
solutions.
• Partnered with SugarCRM in 2005, attracted to open source model, flexibility and value. SugarCRM Gold
Partner since 2006.
• Broadened offering over last 7 years to encompass ‘total CRM journey’ with a wide range of CRM
integrations enabling business impact and ROI.
• Clients sectors include IT products and services; not for profit; financial services; accounting firms; retail;
manufacturing/wholesale; and federal and state government.

CRM Strategy & Implementation

 Our approach – total CRM journey
Why a Journey?
Business Intelligence Reporting
Complexity

• Deliver ROI at every stage Web

Marketing Auto Call Centre
Portal
• Increase CRM adoption
Marketing Sales Support
• Deliver benefits faster
Integration
• Manage risk and cost
Social Collaboration
Marketing Sales Support
Integration

Marketing Sales Support

Integration

Marketing Sales Support

Marketing Sales

Sales

Time

CRM Strategy & Implementation

Our partners
Loaded partners with world leading technology providers to ensure we have the best
software, infrastructure and supporting tools at our disposal, to support client needs.

SugarCRM is the world’s fastest growing CRM application.

Recently named in the Gartner Magic Quadrant
as a Visionary for Sales Force Automation

Pardot is a leading SAAS Hubspot is a

marketing automation tool comprehensive,
recently acquired all-in-one
by Salesforce.com marketing platform

JasperSoft is a cloud based business intelligence

application with an exciting entry-level
solution offered in partnership with Amazon
Web Services bringing enterprise level BI
to any business

CRM Strategy & Implementation

Contact
1300 LOADED Email: info@loadedtech.com.au
Website: loadedtech.com.au
Address:
Ground Floor, 221 Miller Street,
North Sydney, NSW 2060, Australia

CRM Strategy & Implementation