Getting CRM to Work for My Business
Presented By: David Beard
CRM Principal at Sage

Zainab Salihi
CRM Practice Leader at ...
What is CRM?
Customer Relationship
Management (CRM) is a set of
strategies and processes
designed to manage customer
relat...
The Business Value
Automated processes – less human
errors, less administrative time, less
paperwork, less duplication of ...
What are your business challenges?
Acquiring …
“I need to be able to calculate the cost per
lead or click easily and accurately.”
“I want to optimise my mark...
Supporting …
“Sometimes it

is hard to service customers
because we don’t have a documented
history of their previous call...
Monitoring …
“I need analytics tools to help me monitor
the state of my business and measure
performance metrics.”
“I want...
Your Business ?
What are your latent business issues
- can you really expose the root causes?
What’s the cost of not solvi...
Building the Case .. /2

Can we help you think about it?
Top line improvement by:

Bottom line improvement by:

•Increasin...
A Framework Idea?
Strategic
(High-level, Overview, Long-term,
Planning)

Operational
(Daily, Interactive, Immediate,
Decis...
Framework Example /1
Functionality in a
MARKETING context
E-marketing

Strategic
benefit thinking
•

•90 out-of-the-box
te...
Framework Example /1
Functionality in a
MARKETING context

Strategic
benefit thinking

Operational
benefit thinking

Analy...
Framework Example /2
Functionality in a
SALES context
Interactive
Dashboards

•Monitor your KPIs in one
place including th...
Framework Example /2
Functionality in a
SALES context

•

Strategic Message

Automated Sales
workflow

•
•

Improved produ...
Framework Examples /3
Functionality in a
SERVICE context

Strategic
benefit thinking

Operational
benefit thinking

Analyt...
Framework Example /3
Functionality in a
SERVICE context

Strategic
benefit thinking

Operational
benefit thinking

Analyti...
About Your Business
• What are your business drivers?
– Think about improvement & monitoring

• What sort of analysis have...
About Your Business

What is the NEXT Step?
Successful CRM

How we can help you /1
• How to uncover “your challenges” and quantify the problems
in language relevant t...
Successful CRM

How we can help you /1
Contact your Account Manager at BAASS to:
–
–
–
–
–

Share your Business Challenges...
Successful CRM

How we can help you /1
Your Account Manager will:
– Meet with BAASS Solution Expert(s):
• Share your Busin...
Successful CRM

How we can help you /2
• Reflecting your business needs into a working requirements
document
• Define who ...
Successful CRM

How we can help you /2
Start the Needs Analysis Process:
– Analyse your Processes with the CRM Consultant
...
Successful CRM

How we can help you /2
Provide you with:
– Functional Specification (Design) document based of the Need An...
Successful CRM

How we can help you /3
• How to manage a CRM Implementation
• How to manage the technical & cultural chall...
Successful CRM

How we can help you /2
BAASS CRM Implementation Methodology:
–
–
–
–
–

Project Management
Design and Depl...
Delivering CRM Project
Structured approach and proven methodology for success:

Project Management
Successful CRM

What Do You Think?
Successful CRM

What Do You Think?
• Are you ready to start?
• Where would you struggle? Why?
• Where could you succeed? W...
The Sage CRM Enabler
The Sage CRM Enabler
Builds on 30+ years of SMB heritage to deliver
a CRM solution that is optimised to the needs of SMBs....
The Sage CRM Enabler /2
• Powerful tool to manage customer
relationship and gain customer insight
• Easy to use & Fast to ...
The Sage CRM Enabler /3
• Eliminates duplication of efforts
and data corruption
• Fosters collaboration and
Improves commu...
For companies like you …
Automotive

Technology/
Software

Services/
Retail

Membership
Organisations
Health/Sport
/Leisur...
That gain measurable success …
“60% efficiency gains have been achieved across the entire business”.
Ayda Hornak, Infrastr...
Companies like you
with BAASS
Thank you!

Talk to your Account Manager,
email or visit our booth for more
information
Getting CRM to Work for My Business
Presented By: David Beard
CRM Principal at Sage

Zainab Salihi
CRM Practice Leader at ...
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BAASS Connect 2013 - Getting CRM to Work For My Business

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Explore how CRM works exclusively for your business by drilling into the details of the CRM Consultation process, and the tools required in developing your business case. We’ll address the common questions of what to look for,
how to measure it, what to demand, and much more, by introducing effective measurements of how to manage a CRM program at work.

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  • Session 4 - Getting CRM to work for my Business
    “Every business is unique. Which ultimately leads us to believe every business requirement is just as unique. This session will outline how CRM works exclusively for your business by drilling into the details of the CRM Consultation process, and the tools required in developing your business case. We’ll address the common questions of what to look for, how to measure it, what to demand, and much more, by introducing effective measurements of how to manage a CRM program at work. Dealing with cultural shifts, organizational change, and technical challenges, our experts will address the answers of each of your questions and provide you with the solutions of how to deal with them when they surface your business. “
    60 minute session comprising:
    [audience= CxO]
    10” -: Why, more than ever, CRM matters for every business / a framework to start your thinking
    10” -: The process of deriving business benefit from CRM
    -how to uncover “your challenges” and quantify the problems in language relevant to your business
    -thinking about a business case to gain consensus with your internal stakeholders
    10” -: How to begin a CRM consultation
    -reflecting your business needs into a working requirements document
    -engaging with vendors and resellers – what to look for, how to measure fit, what to demand from their offer
    10” -: Managing a CRM program of work
    -who to involve, how to manage the technical & cultural challenges that will surface in your business
    -managing for outcomes, so that you realise the benefits from the program
    10” -: Q&A / sharing advice amongst the attendees
    5 steps
  • Speak to the audience about:
    Setting the story about what CRM is all about today. (illustrating how we have moved on from the earlier slides (Rolodex, etc.))
  • Speak to the audience about:
    Particularly when companies generally are in more competitive times, there are leaner competitors out there, marketing is becoming smarter & customers expect to be recognised, profiled, etc.
  • Speak to the audience about:
    This is a pause slide --- to say “now, let’s think about your business priorities” ---- and we will look at this along a 3 step continnum
  • Speak to the audience about:
    When you acquire customers --- how much does it cost per sale? Do you know? Do you understand your most profitable customers / sectors / etc? Can you direct your spending more appropriately?
    Do you have these challenges as shown on the screen? Use this slide as a chance to question the audience.
  • Speak to the audience about:
    When you look after customers --- how much does it cost per customer? Do you know? Do you understand your most profitable customers / sectors / lines of business, etc? Can you direct your support spend more appropriately --- some to telephone, some to the web, some to competitors?
    Do you have these challenges as shown on the screen? Use this slide as a chance to question the audience.
  • Speak to the audience about:
    When you look after your own business --- Do you know what’s going on? Have you got this sort of data? How long does it take you to collate it ? How fast can you react?
    Do you have these challenges as shown on the screen? Use this slide as a chance to question the audience.
  • Speak to the audience about:
    Ask them to question / think about their own business. Where & what are the processes that are not working as well as they could be? How much time & money is it costing? How are competitors in their market doing better, why & where? What does this mean to their long term competitiveness, customer satisfaction (etc.)?
    Speak to the BAASS approach to helping build the business case / flesh out the requirements / what you have done for other customers and more.
  • Speak to the audience about:
    Use this slide to prompt business option thinking
  • Speak to the audience about:
    Use this slide to prompt business option thinking
  • Speak to the audience about:
    Use this slide to prompt business thinking WITHIN the MARKETING function
  • Speak to the audience about:
    Use this slide to prompt business thinking WITHIN the MARKETING function
  • Speak to the audience about:
    Use this slide to prompt business option thinking within the SALES TEAM (lead optimisation)
  • Speak to the audience about:
    Use this slide to prompt business option thinking within the SALES TEAM (sales efficiency)
  • Speak to the audience about:
    Use this slide to prompt business option thinking within the SERVICE TEAM (performance monitoring)
  • Speak to the audience about:
    Use this slide to prompt business option thinking within the SERVICE TEAM (efficiency)
  • Speak to the audience about:
    Ask them to question / think about their own business. Where & what are the processes that are not working as well as they could be? How much time & money is it costing? How are competitors in their market doing better, why & where? What does this mean to their long term competitiveness, customer satisfaction (etc.)?
    Speak to the BAASS approach to helping build the business case / flesh out the requirements / what you have done for other customers and more.
  • Speak to the audience about:
    this slide topic needs to last a maximum of 10 minutes
  • Speak to the audience about:
    this slide topic needs to last a maximum of 10 minutes
  • Speak to the audience about:
    this slide topic needs to last a maximum of 10 minutes
  • Speak to the audience about:
    this slide topic needs to last a maximum of 10 minutes
  • Speak to the audience about:
    this slide topic needs to last a maximum of 10 minutes
  • Speak to the audience about:
    this slide topic needs to last a maximum of 10 minutes
  • Speak to the audience about:
    this slide topic needs to last a maximum of 10 minutes
  • Speak to the audience about:
    this slide topic needs to last a maximum of 10 minutes
  • Speak to the audience about:
    this slide topic needs to last a maximum of 10 minutes
  • Speak to the audience about:
    This slide topic needs to last a suitable period to allow 3 minute closer on Sage CRM AFTER this slide
  • Speak to the audience about:
    Here’s the tool we believe can help each & everyone of you in the room, no matter what line of business you are in
  • Speak to the audience about:
    The history and validated proposition that is Sage CRM --- 12 years in market, customers large & small, across many industries
  • Speak to the audience about:
    With these points as the market messages
  • Speak to the audience about:
    And the benefits you gain in joining together accounts AND other systems to achieve that single customer journey
  • Session 4 - Getting CRM to work for my Business
    “Every business is unique. Which ultimately leads us to believe every business requirement is just as unique. This session will outline how CRM works exclusively for your business by drilling into the details of the CRM Consultation process, and the tools required in developing your business case. We’ll address the common questions of what to look for, how to measure it, what to demand, and much more, by introducing effective measurements of how to manage a CRM program at work. Dealing with cultural shifts, organizational change, and technical challenges, our experts will address the answers of each of your questions and provide you with the solutions of how to deal with them when they surface your business. “
    60 minute session comprising:
    [audience= CxO]
    10” -: Why, more than ever, CRM matters for every business / a framework to start your thinking
    10” -: The process of deriving business benefit from CRM
    -how to uncover “your challenges” and quantify the problems in language relevant to your business
    -thinking about a business case to gain consensus with your internal stakeholders
    10” -: How to begin a CRM consultation
    -reflecting your business needs into a working requirements document
    -engaging with vendors and resellers – what to look for, how to measure fit, what to demand from their offer
    10” -: Managing a CRM program of work
    -who to involve, how to manage the technical & cultural challenges that will surface in your business
    -managing for outcomes, so that you realise the benefits from the program
    10” -: Q&A / sharing advice amongst the attendees
    5 steps
  • BAASS Connect 2013 - Getting CRM to Work For My Business

    1. 1. Getting CRM to Work for My Business Presented By: David Beard CRM Principal at Sage Zainab Salihi CRM Practice Leader at BAASS
    2. 2. What is CRM? Customer Relationship Management (CRM) is a set of strategies and processes designed to manage customer relationships. It involves acquiring and developing knowledge about your customers and using this information to improve customer satisfaction and retention.
    3. 3. The Business Value Automated processes – less human errors, less administrative time, less paperwork, less duplication of work Improved customer service – less returns, less attrition, better responses Better customer insight – effective marketing with quality information
    4. 4. What are your business challenges?
    5. 5. Acquiring … “I need to be able to calculate the cost per lead or click easily and accurately.” “I want to optimise my marketing spend by reaching out to as many prospects as possible, especially through social networks.” “I’d like to improve the quality of the campaigns and increase sales leads.” Marketing
    6. 6. Supporting … “Sometimes it is hard to service customers because we don’t have a documented history of their previous calls.” “We want to give great service but we lack actionable real time information.” “Our processes are not automated so cases sometimes are not fully resolved.” Customer Services
    7. 7. Monitoring … “I need analytics tools to help me monitor the state of my business and measure performance metrics.” “I want to see how the company is delivering on customer service.” “I need to stay accessible to my top customers and know their business inside out.” Managers
    8. 8. Your Business ? What are your latent business issues - can you really expose the root causes? What’s the cost of not solving these issues? Customers How can BAASS help you build a credible case for change?
    9. 9. Building the Case .. /2 Can we help you think about it? Top line improvement by: Bottom line improvement by: •Increasing lead volume by sales •Increases in business close rate •Reducing marketing budget •Reducing sales travel and •Reducing the length of the sales cycle •Improving the opportunity close rate •Increasing average contract value •Increasing the contract renewal rate expense •Reducing staff costs through productivity improvements
    10. 10. A Framework Idea? Strategic (High-level, Overview, Long-term, Planning) Operational (Daily, Interactive, Immediate, Decisive) Analytical (Specific, Authentic, Reflective, Information) • Core business strategy • Customer-/Market-centric • Contrasts with other strategies – e.g. production-centric • Automating enterprise processes • Channel integration • Need strong project management, change management skills What is your focus? • Exploit customer data – focused campaigns, service etc. • Share customer data Source: “ROI on CRM: a customer-journey approach”, Ang et al (2002)
    11. 11. Framework Example /1 Functionality in a MARKETING context E-marketing Strategic benefit thinking • •90 out-of-the-box templates •Simple 3 step process to create marketing campaigns •Creation of targeted groups for sales to follow up Integrated web to lead Integrated email to lead • Operational benefit thinking Reposition marketing as an operational platform and communication hub in the business – this will increase it’s strategic importance to the business • Increase revenue opportunities by expanding customer touch-points • • • Analytical benefit thinking Accurate measure of the marketing budget More quality leads for sales team Better communication with customers regarding recall, updates and special offers through customer service • Build groups out of email marketing data to provide segmented, relevant messaging. This increases campaign ROI Manage leads more efficiently by developing a common platform/messaging for web and email • Implement web/email to lead as part of a designed programme to improve customer targeting
    12. 12. Framework Example /1 Functionality in a MARKETING context Strategic benefit thinking Operational benefit thinking Analytical benefit thinking Total Campaign management • Get full overview of marketing performance and campaign ROI • Ensure alignment with sales and service to deliver corporate messaging • Fully manage all your campaigns in a easy and efficient manner • Replicate successful campaigns at the touch of a button • Standardised workflows and cloning will ensure consistency in campaign delivery and allow for comparison between campaigns. This will improve messaging and feedback Interactive Dashboard • Get full overview to aid planning and performance • Proactively measure KPIs and take action as appropriate • Display data from a range of sources and in a range of formats to aid decision-making Track sales leads •Through to close • Assess ROI of campaigns • Ensure sales accountability for marketing initiatives • Take immediate steps in transition from marketing to sales. Ensure follow up and close • Feedback the lead quality based on hard data back to marketing. Compare campaigns for performance Real-time marketing performance analysis, Pinpoint budget management • Increase ROI and maximize the marketing budget and spend through 360⁰ campaign overview • Make specific changes to campaigns, marketing mix and interaction with sales/service departments • Use hard data to aid decisionmaking and complete the customer profile •Campaign cloning, •Campaign workflow •Budget overrun alerts •Monitor your marketing KPIs
    13. 13. Framework Example /2 Functionality in a SALES context Interactive Dashboards •Monitor your KPIs in one place including the ability to link gadgets and data drilldown Strategic benefit thinking • • Operational benefit thinking Interactive dashboard allows for complete business overview. Assigning dashboards ensures staff view the same information thus aligning business objectives • • Analytical benefit thinking The interactive dashboard can focus on operational issues – current tasks, appts, open opportunities etc. A team dashboard will drive common goals • Using a common UI platform and dashboard will facilitate consistent data entry and allow a 360 sales and customer viewpoint Opportunity pipeline • Business planning. Instant overview of opportunity pipeline will identify risks to budget and revenue • Increases productivity. Easy to manage the different stages of your sales pipeline • All the data on potential customer acquisition, development and retention visibly displayed Enhanced report charts • Improved reporting means improved business planning • Having access to reports easily ensures that decisions can be taken immediately based on real time data • Quick and easy to create charts to more visibly display key information. This will allow more accurate sales reporting •Analysis bar •Knowing what’s going on
    14. 14. Framework Example /2 Functionality in a SALES context • Strategic Message Automated Sales workflow • • Improved productivity Greater profit-management through improved forecasting and budgeting • Exchange Server Integration • Improved productivity, communication, coordination, accountability Manage and deploy your resources more effectively • •Sales templates •Sales processes •Real-time synching of calendar, appointments and tasks • Sage CRM for iPhone, Android and Tablet • • •Allows you to access & edit information from anywhere Operational Message • • Improved productivity New markets, customer profiles, verticals (e.g. large field sales) where mobile device essential • Analytical Message Easily automate key processes No need to ‘reinvent the wheel’ for items like sales templates The methodology is the same for everyone. •More accurate forecasting •Uniform sales approach will drive process improvement Full visibility of your sales team including automatic updating of calendar/tasks (including from mobile devices) Manage your team (holidays, sick leave) • Can easily coordinate sales resources regardless of location • • Improved time management per rep More consistent/efficient appointment planning with customers System constantly accessible - ensures customer data, leads and opportunities updated consistently
    15. 15. Framework Examples /3 Functionality in a SERVICE context Strategic benefit thinking Operational benefit thinking Analytical benefit thinking Interactive dashboards for monitoring KPIs’ •Link & drill down •Single data screen • Increased productivity and improved service for customers • Make decisions faster and more accurately • Assigning dashboards and team dashboards will unify the service experience and facilitate process improvement • Aggregate information with different emphases • Ensure staff focus on the same metrics and key data Company level dashboards • Focus on a broader range of metrics • Implement strategy to take into account broader company metrics (such as pipelines). • Quick view of key metrics at company level, particularly for important customers. This will allow service decisions be made “holistically”. • Service decisions can be made taking into account other factors, such as number of outstanding orders or opportunities
    16. 16. Framework Example /3 Functionality in a SERVICE context Strategic benefit thinking Operational benefit thinking Analytical benefit thinking Self Service portal •Fully customizable • Reduce your support overhead by delivering a self-service model • Easy for your customers • Smarter case deflection • Higher Case handling volume from agents • Get more accurate data “direct from source” Email to case capability •Automatically logs a case • Reduce your support overhead by delivering a self-service model • Easy for your customers to log cases • Higher Case handling volume from agents • Get more accurate data “direct from source” • Increase accuracy by providing options for customers to log cases The complete customer view •From company / contact record • Protect revenue through quality case resolution, increase revenue by cross and up-selling • Ensure internal staff have the complete view • Facilitate customer acquisition, growth or retention activities • The company / contact record as the “single source of truth”; service managing the customer relationship
    17. 17. About Your Business • What are your business drivers? – Think about improvement & monitoring • What sort of analysis have you got? • What would you like? • What do your competitors do? Customers
    18. 18. About Your Business What is the NEXT Step?
    19. 19. Successful CRM How we can help you /1 • How to uncover “your challenges” and quantify the problems in language relevant to your business • Thinking about business cases to gain consensus with your internal stakeholders
    20. 20. Successful CRM How we can help you /1 Contact your Account Manager at BAASS to: – – – – – Share your Business Challenges Share your Pain Points Prioritize Define Financial Impact on your Business Calculate Cost not to Solve THEN…
    21. 21. Successful CRM How we can help you /1 Your Account Manager will: – Meet with BAASS Solution Expert(s): • Share your Business Challenges and Pain Points • Discuss Client Expectations • Budget and Timeline – Outcomes: • Possible Solutions • Define Next Steps THEN…
    22. 22. Successful CRM How we can help you /2 • Reflecting your business needs into a working requirements document • Define who to involve • Engaging with vendors and resellers – what to look for, how to measure fit, what to demand from their offer
    23. 23. Successful CRM How we can help you /2 Start the Needs Analysis Process: – Analyse your Processes with the CRM Consultant • Current and Desired • Drill down on the previously defined Pain Points • Identify exceptions (if any) – Working with the consultant to translate those processes into a working solution document – Recommend Best Practices THEN…
    24. 24. Successful CRM How we can help you /2 Provide you with: – Functional Specification (Design) document based of the Need Analyse results – Recommend Phased Approach based of BAASS Best Practices – Timeline and Cost (Proposal) THEN…
    25. 25. Successful CRM How we can help you /3 • How to manage a CRM Implementation • How to manage the technical & cultural challenges that will surface in your business • Managing for outcomes, so that you realise the benefits from the program
    26. 26. Successful CRM How we can help you /2 BAASS CRM Implementation Methodology: – – – – – Project Management Design and Deploy User Acceptance Test Training Go-Live & Support
    27. 27. Delivering CRM Project Structured approach and proven methodology for success: Project Management
    28. 28. Successful CRM What Do You Think?
    29. 29. Successful CRM What Do You Think? • Are you ready to start? • Where would you struggle? Why? • Where could you succeed? Why?
    30. 30. The Sage CRM Enabler
    31. 31. The Sage CRM Enabler Builds on 30+ years of SMB heritage to deliver a CRM solution that is optimised to the needs of SMBs. For 15,000 customers, 250k users , 70 countries Easy to use and customise to adapt to your business
    32. 32. The Sage CRM Enabler /2 • Powerful tool to manage customer relationship and gain customer insight • Easy to use & Fast to deploy • Scales up as needed to meet company’s growth needs • Cost Effective
    33. 33. The Sage CRM Enabler /3 • Eliminates duplication of efforts and data corruption • Fosters collaboration and Improves communications across business units • Accelerates customer responses to inquiries and Increases quality of information
    34. 34. For companies like you … Automotive Technology/ Software Services/ Retail Membership Organisations Health/Sport /Leisure
    35. 35. That gain measurable success … “60% efficiency gains have been achieved across the entire business”. Ayda Hornak, Infrastructure and Innovation Manager, Waivestar Group “…within three to four months of implementing the new system, we were able to achieve fifty per cent growth in the business.” Steve Cumper, Founder, Medshop ROI on the new system was achieved within 17 months. “Overcoming the account keeping overhead linked with duplication has saved us $55k per year in audit activity.” Ian Lindgren, Chief Executive Officer, PayMe “The software can take some credit for an 8 per cent improvement in customer satisfaction ratings as well as revenue growth.” Chakri Wicharn, Information Manager, Fuji Xerox, Thailand
    36. 36. Companies like you with BAASS
    37. 37. Thank you! Talk to your Account Manager, email or visit our booth for more information
    38. 38. Getting CRM to Work for My Business Presented By: David Beard CRM Principal at Sage Zainab Salihi CRM Practice Leader at BAASS
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