CRM Customer relationship management (CRM) is a widely implemented model for managing a company’s interactions with customers, clients, and sales prospects. It involves using technology to organize, automate, and synchronize business processes— principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, service and retain those the company already has, entice former clients to return, and reduce the costs of marketing and client service. Customer relationship management describes a company-wide business strategy Source: wikipedia
Benefits A Customer Relationship Management system may be chosen because it is thought to provide the following advantages: Quality and efficiency Process automation Quality of data Decision making and workflow Decrease in overall costs Costs of non quality Approvals and workflows Audit trails Increase profitability New customers acquisition Business growth Customer retention Better ROI of marketing campaigns
Challenges Complexity Tools and workflows can be complex, especially for large businesses. Previously these tools were generally limited to simple CRM solutions which focused on monitoring and recording interactions and communications. Software solutions then expanded to embrace deal tracking, territories, opportunities, and the sales pipeline itself Poor usability One of the largest challenges that customer relationship management systems face is poor usability. With a difficult interface for a user to navigate, implementation can be fragmented or not entirely complete.
Variations Sales force automation (SFA) involves using software to streamline allSales force automation phases of the sales process, minimizing the time that sales representatives need to spend on each phase. CRM systems for marketing help the enterprise identify and target potentialMarketing clients and generate leads for the sales team. CRM software provides a business with the ability to create, assign andCustomer service and support manage requests made by customers. Appointment CRM is a relatively new CRM platform category in which anAppointment automated system is used to offer a suite of suitable appointment times to a customer.
Additional features These features can be complemented and augmented with links toAnalytics separate, purpose-built applications for analytics and business intelligence. More recently, the development and adoption of these tools and servicesIntegrated/collaborative have fostered greater fluidity and cooperation among sales, service, and marketing. For small business, basic client service can be accomplished by anSmall business integrated solution that lets organizations and individuals efficiently track and record interactions. Social media sites like Twitter, LinkedIn, Facebook and Google Plus areSocial media amplifying the voice of people in the marketplace and are having profound and far-reaching effects on the ways in which people buy Systems for non-profit and membership-based organizations help trackNon-profit and membership-based constituents and their involvement in the organization.
Implementation Poor planning: Initiatives can easily fail when efforts areImplementation Issues limited to choosing and deploying software, without an accompanying rationale, context, and support for the workforce. In other instances, enterprises simply automate flawed client-facing processes rather than redesign them according to best practices. Poor integration: For many companies, integrations are piecemeal initiatives that address a glaring need: improving a particular client-facing process or two or automating a favored sales or client support channel. Such “point solutions” offer little or no integration or alignment with a company’s overall strategy. They offer a less than complete client view and often lead to unsatisfactory user experiences. Historically, the landscape is littered with instances of lowUser adoption issues adoption rates. Many of the challenges listed above offer a glimpse into some of the obstacles that corporations implementing a CRM suite face; in many cases time, resources and staffing do not allow for the troubleshooting necessary to tackle an issue and the system is shelved or sidestepped instead.
Statistics According to CSO Insights, less than 40 percent of 1,275 participating companies had end-user adoption rates above 90 percent. four-fifths of senior executives reported that their biggest challenge is getting their staff to use the systems they had installed. 43 percent of respondents said they use less than half the functionality of their existing system 72 percent indicated they would trade functionality for ease of use 51 percent cited data synchronization as a major issue 67 percent said that finding time to evaluate systems was a major problem Research indicates that implementation timelines that are greater than 90 days in length run an increased risk in the CRM system failing to yield successful results.
Don’t panic! Use best practices and an appropriate methodology to address these challenges and issues:Complexity Identify key process and customer vision. Focus on key processes. Keep it standard and minimize specific developments. Use cloud SaaS applications if possible.Poor usability Use standard layout. Design layout for users.Implementation issues 3 steps implementation methodology. Identify key people. Involve business users – allocate time!User adoption issues Train users. Tools: Breadcrumb trails – contextual help – search…
3 steps implementation methodologyAnalysis Implementation Adoption • Define a vision • Define the functional • Manage user • Define the goals architecture adoption • Define the success • Setup a prototype • Training factors • Validate the • Coaching • Select the platform functional • Administration • Select an edition architecture • Support • Identify the gaps • Implement by • Functional watch with your process iterations • Monitor success and • Define the plan • Minimize specific adoption deployments
Outsource your CRM project Analysis Implementation AdoptionWork Discovery workshops Installation User training Strategy workshop Prototyping User coaching Business workshops Configuration Administration BPM Customization User support Gap analysis Documentation Functional watch Selection process Adoption monitoringDeliverables Strategic analysis Technical design Training material Functional analysis Functional design Training platform RFI/RFP Test scripts Support platform Order forms Acceptance Reports DocumentationEngagement Time and material or Time and material or Subscription Fixed costs Fixed costs
SWOTStrengths WeaknessesBrand Single productScalability SizeMarket position Seasonality in billingsLittle competitionFinancial stabilitySecurityOpportunities ThreatsAcqusition of complementary products Entry of large firms (>$10B)Growing CRM on demand market Competition in the cloud industrySmall and Mid-size business Competition in the CRM industryGlobal expansion Source: IE Business School
Recommended editionSALES CLOUD PROCESS MAP
Generate More LeadsPlan and execute marketing campaigns that generate demand for your product or service.Capture those leads through a variety of channels including your Web site. Campaign ROI Top Search Terms Leads by Source Lead Quality Web Site Visitors Web Form • Organic Web traffic • “Contact me” request Plan and Execute • AdWords referrals • Free trial Marketing Campaign • Email responses • Event registration • Google AdWords • Email Marketing • Direct Mail Inbound Calls Create New Leads Lead Capture • Cold Calls • Yellow pages • Search for the customer in Salesforce • Set up auto-response emails • Partners • Google Maps • If one doesn’t exist, create a new lead -”Thank you for your interest” • TV • Word-of-mouth referrals -Your trial information • Radio -Event details • Events • Set up lead assignment rules • Trade Shows Lists Import Data -Geography • PR • Purchased list • Use the import wizard or -Company size • Trade show Excel connector -Product of interest • Legacy data
Optimize Lead Flow Create a closed-loop follow-up process so leads don’t slip though the cracks. Establish a lead qualification process to make sure all sales reps use the same consistent methodology. Lead by Status Lead Conversion % Converted Leads by Month Top Sales Reps My Open Leads Duplicate Lead? Working Leads Establish Contact? Qualified? Yes YesSet up different views to The find duplicate button When you’re working a lead, No No Create a set of qualificationmanage your leads. For searches for similar leads you’ll set up a series of tasks, questions, such as currentexample, today’s leads or or contacts in Salesforce. which might vary based on the situation, product of interest,leads sorted by lead type. type of lead. For example: timeframe, key decision If a lead turns out to be a makers duplicate, easily merge the Day 1: Personalize mass email two records. Day 2: Call/voicemail Keep an archive of your dead leads. If the lead is qualified, convert Day 4: Call/voicemail it into a contact, with an Salesforce has a number of Day 7: Personalize mass email Use email marketing and call downs to associated opportunity and AppExchange partners that re-market to your archived leads. account. provide high volume de- duplication and data cleansing tools.
Close More Deals Close deals faster by providing a single place for updating deal information, tracking opportunity milestones, and recording interactions. Easily analyze your sales pipeline so you can quickly identify and eliminate any bottlenecks in the sales cycle. Top 10 Deals Month-to-Date Trending Closed Business by Month Top Sales Reps Sales Marketing Open Opportunities Presentation Proposal Negotiation Won YesYou can monitor your Customize Salesforce to fit your internal No New Customers Supportopportunities reports and sales methodologies and processes, makingdashboards to keep track it easier to monitor your sales pipeline. Salesforce gives your entire company aof your top deals and 360-degree view of your customers andprioritize your time. Keep an archive of your dead opportunities. facilitates collaboration across your organization, helping you build strong, Use email marketing and call downs to lasting customer relationships. re-market to your archived opportunities.
Salesforce.com killing advantage A CRM available in less than 3 minutes! All the information in only 20 tables Application exchange platform Self-training resources Chatter and collaboration tools
Salesforce.com killing traps What can I do with this app? How to select the relevant edition ? Most of available applications are not available for free and only working from Enterprise edition (API)
DemoSALES CLOUD PRO EDITION
Our servicesSMARSYS AND SMARCRM SERVICES
The challenge People Rich Big Complex
Our vision Target single businessChange management and modern process and implemente-learning and on-the-job coaching by iteration Single Adoption process Rapid Self- service Standardisation Solutions as a Service, Cloud services
Our vision Single Adoption process Rapid Self- serviceChallenge Piliers VisionComplex Self-Service Solutions hébergées, disponibles en self-service, solutions en SaaSBig Rapid Standardisation, prepackaging, technologieRich Single Process Target a single process, identify “pain points”, objectives, success factors and processesPeople Adoption Change management, e-learning, on-the-job coaching, discovery workshops
Our proposition Salesforce ADOPT Analysis Implementation AdoptionWork Discovery workshops Installation User training Strategy workshop Prototyping User coaching Business workshops Configuration Administration BPM Customization User support Gap analysis Documentation Functional watch Selection process Adoption monitoringDeliverables Strategic analysis Technical design Training material Functional analysis Functional design Training platform RFI/RFP Test scripts Support platform Order forms Acceptance Reports DocumentationEngagement Time and material Salesforce.com ADOPT W1 W2 W3
W1- analysisStep Description StatusW1.1 Build the team ✔W1.2 Define the vision ✔W1.3 Set the goals ✔W1.4 Define the process ✔W1.5 Define reports and dashboards 50%W1.6 Define data to import 80%
Status – Implementation (pro edition)Step Description StatusW2.1 Definition of user profiles ✔W2.2 Definition of roles ✔W2.3 Definition of Company profile ✔W2.4 Customization of fields and page layout + apps ✔W2.5 Customization of reports and dashboards 50%W2.6 Go-live preparationW2.7 Train AdministratorW2.8 Train usersW2.9 Go-live
Gap analysisItem Title Description Status Comment Standard behaviour of salesforce is B2B incuding Contact-account structure Move to a unique accountG1 B2C a contact-account structure. A proper is created as B2B (all customers). Require implementation would require a specific setup enterprise edition if not ok with Enterprise edition Commission calculation depending on partner Custom object created and In pro edition,G2 Gap 2 and opportunity custom fields in oppty. opportunities are available for role hierarchies only. Then commissions protected. If opportunities have to be open, Enterprise and profiles management is requires A specific document has to be produced to - Manual validation since noG3 Gap 3 create the opportunity and enter into the workflow in Pro edition pilotage mode.
Exemple of Edition recommendationItem Title Professional Edition Enterprise Edition Global account or Account-Contact B2C model available or non-profit packG1 B2C approach ✔ Commissions related calculations not Commissions related calculations can beG2 Commissions available since opportunities not restricted by profile and opportunities ✔ readable by other users readable Manual work Workflow can be configuredG3 Qualification ✔ Recurring costs 20 22’176/year – 42’768/year – ✔ users 1’848/month 3’564/month Total costs (2 years) 92’000 CHF (incl. Setup) ✔ 120’000 CHF (incl. Setup)
Application management Related to gap analysis Comparative analysis TCO analysis Technology watch Assess impact on edition selection Feasibility study
Realisations Smarsys.com Eat your own dog food Psyforce.ch Lead management and customer follow-up Rainford.ch Sales management and properties reservations
Sales and Marketing: Tools and TerminologyBelow you’ll find the tools and terminology used in the application and online training. For more information visit Successforce.com, the Salesforce.com Online UserCommunity. You can search the site, browse around, and see what the community is interested in. A campaign is an outbound marketing project that you want Accounts are your organizations customers, competitors, to plan, manage, and track within Salesforce. It can be a and partners. Each account stores information such as direct mail program, seminar, print advertisement, email, or name, address, and phone numbers. For each account, other type of marketing initiative. you can store related information such as opportunities, Campaigns Accounts activities, cases, partners, contracts, and notes. Google AdWords™ is an online advertising service used to Contacts are all of the individuals associated with your create advertisements that display on major search business accounts that you need to track in Salesforce. engines, including Google. Many Salesforce customers You can store various information for a contact, such as advertise online with Google AdWords as a mechanism to phone numbers, addresses, titles, and roles in a deal. Google AdWords generate leads. Contacts Opportunities are the sales and pending deals that you With Web-to-Lead, you can gather information from your want to track. By adding opportunities, you are also building company’s website and automatically generate leads. Web- your “pipeline,” which will contribute to your forecast. You to-Lead form can be used for contact me requests, can also link opportunities to campaigns to help measure registration pages, or campaign landing pages. Opportunities the ROI of your marketing programs. Web-to-Lead Form A lead is a prospect or potential opportunity - a person you Products are the individual items that you sell on your met at a conference who expressed interest, or someone opportunities. You can create a product and associate it who filled out a form on your company’s website. with a price in a price book. Each product can exist in many different price books with many different prices. A product Leads Products that is listed in a price book with an associated price is called a price book entry.
Sales and Marketing: Tools and TerminologyBelow you’ll find the tools and terminology used in the application and online training. For more information visit Successforce.com, the Salesforce.com Online UserCommunity. You can search the site, browse around, and see what the community is interested in. A forecast is your best estimate of how much revenue you Tasks are to-do items that need to be followed up on. They can generate in a quarter. This amount is divided between can be associated with accounts, contacts, leads, or other Commit Amount - the amount you can confidently close - custom objects. You can follow up on the task yourself, or and Best Case Amount - the total amount of revenue you assign it to another user. Forecasts might possibly generate. A manager’s forecast should Task include the amount of revenue the entire team can generate together. Maintain a historical record of all activities related to an account, contact, or opportunity. Your activity history A contract is a written agreement between two or more includes emails, call notes, and calendar events, so parties. Many companies use contracts to define the terms Activities everyone is on the same page. for doing business with other companies. Track the contract through your organization’s approval process and use Contracts workflow alerts to notify yourself when to initiate contract Reports are lists, summaries, and analyses of your data, renewals. which you can display or print. To help you monitor your organization, Salesforce offers a wide range of standard A document library is a place to store files without attaching reports, accessible in the Reports tab. You can also create them to accounts, contacts, opportunities, or other records. new custom reports to access exactly the information you Reports Each document in the document library resides in a folder. need. You can subtotal and limit your data to help you The folder’s attributes determine the accessibility of the analyze trends and get a concise picture of what is Documents folder and the documents within it. happening in your organization. Dashboards give you a real-time snapshot of corporate Group calendaring will helps you better collaborate as a metrics and key performance indicators. A dashboard is a team, and arrange meetings with prospects and customers. group of different charts (or components) that graphically display your custom report data. You can select up to 20 Calendar Events Dashboards different custom reports to display data graphically as charts in each dashboard.
Sales and Marketing: Tools and TerminologyBelow you’ll find the tools and terminology used in the application and online training. For more information visit Successforce.com, the Salesforce.com Online UserCommunity. You can search the site, browse around, and see what the community is interested in. Make searching data and interacting with the results of your With Salesforce you can create email templates for searches simple, smooth, and highly effective. Inline paging common emails such as web-to-lead responses, sales and sorting features simplify the task of working with large Email Templates prospecting, announcements, and internal workflow. You sets of search results. Powerful filtering and scoping can even personalize parts of the email with information Search functions narrow searches and results. Customization from the contact or account record. options enable users to design search results layouts that are tailored for the way they work. Plan and execute email campaigns targeted at prospects Outlook users enjoy high levels of productivity with Apex and customers. Enterprise Edition customers can send 500 Connect Outlook—formerly called Outlook Edition—which emails per mass mailing, while Unlimited Edition customers makes it easy to synchronize important customer data Mass Email can send 1,000 emails per mass mailing. Salesforce can between two commonly used applications. With Connect also integrate with third-party marketing solutions and Outlook 3.0 in Spring ’07, productivity for Outlook usersConnect Outlook offers out-of-the-box integration with several top email gets another boost with several enhancements. Users can marketing vendors. add emails with attachments, create contacts and leads directly in Outlook, and create relationships between calendar events and associated objects such as accounts Evaluate the success of email campaigns with integrated response tracking and easy monitoring of key campaign and opportunities. Email Tracking metrics, such as whether recipients open the messages, when they open them, and more. You can set up a Web-to-Lead form to capture contact me requests from your company’s website. With a lead de- dupe solution you can automatically route those requests to The ability to easily import data into Salesforce is one of theWeb-to-Lead Form the person who owns the account. applications key benefits. Import excel worksheets or CSV (comma separated value) files. Map the information to leads, contacts, accounts, solutions, and custom objects. With computer-telephony integration (CTI) capabilities, you Import Wizard Search Import Tools on Successforce.com for more can directly integrate your telephone network into information. Salesforce and access it entirely through the familiar, browser-based Salesforce interface. With the combined CTI Integration power of CTI and the new Salesforce Console, salesforce.com delivers unlimited productivity to your call centers.