We all know managing customers has its challenges, especially in a tough economy. Whether you’re looking to improve marketing, sales effectiveness or customer service, you need to make sure you’re using your resources effectively.
Dynamics CRM 2011 can help you maximise your marketing investment, increase revenue and improve customer engagement with a solution that is familiar, intelligent and connected. For organisations who are considering investing – or have already invested – in a customer relationship management solution, you need to make sure you make the most of this investment.
ENGAGE your customers by understanding what is being said about your company and your customers on social networks such as Twitter and LinkedIn.
CONVERT your sales leads into revenue through effective marketing and reporting, using Dynamics CRM to manage your pipeline more effectively.
EXPAND your customer base by providing access to your CRM system anywhere, at any time, through the use of the latest cloud and mobile technologies.
EXTEND Use the power of xRM to create custom applications to meet your organisation’s more specific requirements.
SALES Better understand your customers through effective use of CRM and how it can be used anytime, anywhere
MARKETING Utilise social media to understand what’s being said about your customers – and your organisation
IT LEADERS See how the cloud and mobile devices create new opportunities for your users to utilise line of business applications
The session was presented by Steven Foster, CRM Product Specialist for Intergen, one of Australasia’s leading Microsoft Dynamics partners.
Steven Foster
PRODUCT MANAGER DYNAMICS CRM AT INTERGEN
Steven has extensive knowledge in CRM and xRM solutions helping Customers realise the business benefits of Relationship Management. Over the past 13 years, he has implemented over 25 CRM solutions for a broad range of industries across a number of countries including New Zealand and Australia. Steven is a well-balanced professional consultant with a wealth of project experience of both small and large engagements, and over time has built up an extensive consultant toolkit of practical tools and techniques.
CNIC Information System with Pakdata Cf In Pakistan
Driving Business Growth with Microsoft Dynamics CRM
1. Driving business growth with
Microsoft Dynamics CRM
Steven Foster
December 2011
Steven.foster@intergen.co.nz
@FozzyNZ
http://www.linkedin.com/in/stevefoster
http://nakedcrm.com
http://www.intergen.co.nz/blog
2. Driving Business Growth with Dynamics CRM
Agenda
Introduction
Driving Business Growth with CRM
So why use Dynamics CRM to influence growth?
Social Media, CRM and Business Growth
Let’s see it in Action!
Questions
3. Driving Business Growth with Dynamics CRM
Steven Foster: CRM Product Manager
My role is to drive the Microsoft CRM
business, delivery and partner relationships
People call me passionate about CRM and
even an evangelist!
I have been working in the field of CRM for
over 13 years, implemented many CRM and
xRM solutions and have experience across a
broad range of CRM technologies, industries
and countries.
4. Driving Business Growth with Dynamics CRM
WE HAVE AN UNPARALLELED BREADTH OF OFFERINGS AND EXPERTISE
WE WORK ACROSS VIRTUALLY THE WHOLE MICROSOFT PRODUCT SET
WE LOWER THE RISK OF DEALING
WITH LEADING EDGE TECHNOLOGIES
BY:
We’re specialists in Using Microsoft beta technology
Microsoft technology release programmes to critically
We’re the largest dedicated assess each technology at an early
provider of Microsoft-based stage
solutions in New Zealand Actively participating in early
adopter programs, and
Involving Microsoft in quality
assurance and advice
6. Driving Business Growth with Dynamics CRM
So what is CRM?
CRM is a business strategy directed
to understand, anticipate and
respond to the needs of current and
potential customers in order to
grow the relationship value for both
the Customer and you as a Business
It’s more than just a System implementation
The CRM system is used to support the strategy and
enable the organisation to deliver greater customer
value
7. Driving Business Growth with Dynamics CRM
So what is CRM?
A CRM system on its own is not going to deliver the
complete value that CRM might offer you as a Business
But it is an integral part and
the choice is critical to
delivering on your CRM
strategy and Business
Growth
8. Driving Business Growth with Dynamics CRM
So what drives business growth?
Increasing
Sales Sales Force
Effectiveness /
Reducing Costs Efficiencies Customer
Satisfaction Effective Staff
Customer Service / Product innovation
Aftercare
Customer
Return Rate
Customer Intelligence
Effective Marketing
Campaigns
Measuring ROI of Company Personality
Marketing
9. Driving Business Growth with Dynamics CRM
Customer
Satisfaction Customer Return
Sales Force Rate
Effectiveness /
Efficiencies
Effective Staff
Customer Service /
Aftercare CRM
influences Reducing Costs
Effective Marketing
Campaigns
Customer Intelligence
Measuring ROI of
Marketing
Acquisitions/Mergers Market Influences
Competitor
Influences
10. Driving Business Growth with Dynamics CRM
What do most existing CRM solutions look
like?
Outlook Contacts, Calendar and maybe Tasks
Spread sheets to manage performance targets,
forecasts, pipelines, prospects, customers and
contacts
Paper forms and reports
Access via the corporate network
Siloes of excellence
Sales, Marketing and Customer Service silos
Multiple instances of the potential and Customer data
And the list goes on ….
12. Driving Business Growth with Dynamics CRM
Sales Automation
SALES MANAGER SALES REP / BDM
I can measure my team’s Simple to use, easy to extract
performance data
I can focus on who needs my One Calendar – my e-mail
attention calendar
I can manage Account Who knows who
Objectives Access to relevant back office
Simple to use information
Easy to report on any variable Easy to manage my
Consistent Sales Methodology opportunities and my Customers
Know my Competitors Tells me how I am doing against
my Targets
Access anywhere, any device
Access anywhere, on my device
13. Driving Business Growth with Dynamics CRM
Marketing Automation
MARKETING MANAGER MARKETING ASSISTANT
Measure ROI on Campaigns Simple to use
Easy accessible snapshot of Easy to plan and action
planned and launched campaigns
campaigns Easy to segment and
Visibility of Social generate lists
interactions Multiple channel
Easy to segment and identify Automated responses and
new potential segments automated marketing actions
Email Marketing and Web Dashboard of current activity
Analytics and performance
Visibility across Sales – One Common to use tools i.e.
Team Office
14. Driving Business Growth with Dynamics CRM
Service Automation
CUSTOMER SERVICE MANAGER CUSTOMER SERVICE REP
Dashboard on performance Simple to use
and Team effectiveness Easy to manage my cases
Easy to identify at risk cases and priority
Provide tools to assist in Easy to share and assign to
consistent service execution work collaboratively to close
across any channel a case
Knowledge bases, Call Visibility of information, easy
Scripts to access and manage
Provide online / anywhere Automated reminders
access
Integrated channels
One Team with Sales and
Marketing
15. Driving Business Growth with Dynamics CRM
Business Essence
Ability to extend to deliver point of difference
Easy to configure to add Business terminology
Easy to configure to add Business logic
Flexible to be applied in different working environments
Delivered as a platform that enables future growth
within the organisation
Can support integration with my many channels to
market and customer touch points
Flexible deployment cloud or on premise or both
16. Driving Business Growth with Dynamics CRM
CRM is a driver for Business Growth
But what about the stories, the nightmare
implementations? How should we combat that?
Training, Training, Identify Pain and
Training fix it
Give value back to Keep it Simple –
the users bare essentials
Focus on the User
Measure for Success Needs
17. So why choose Microsoft
CRM to influence Business
Growth?
18. Driving Business Growth with Dynamics CRM
Let’s look at a generic day in the life of an
organisation …
Sales
Services Based Organisation
Manager
Regional Sales Manager supports a team of Business
Business Development Managers Development
Customer Service Team manage support
enquiries Marketing
Assistant
Marketing drive events and leads
Customer
Service
19. Driving Business Growth with Dynamics CRM
It’s the start of the day I check my
Business
Development
targets and appointments
20. Driving Business Growth with Dynamics CRM
I open my first appointment Steel and
Business
Co. I review all relevant information in
Development
under 5 minutes
21. Driving Business Growth with Dynamics CRM
I see an open Case against my account.
Business
Development
I review the details and see Ben is
online so I give him a quick call Customer
Service
22. Driving Business Growth with Dynamics CRM
I use the appointment synchronised to
Business
Development
my phone to program my GPS
23. Driving Business Growth with Dynamics CRM
I review the team’s performance to see
Sales where I need to focus my energy
Manager
24. Driving Business Growth with Dynamics CRM
I see an activity update on the ERP
Sales Replacement opportunity and respond
Manager
with encouragement
25. Driving Business Growth with Dynamics CRM
I can review the performance of my
Marketing
recent marketing activity
Assistant
26. Driving Business Growth with Dynamics CRM
I see a new request for support. I action
Marketing
appropriately
Assistant
27. Driving Business Growth with Dynamics CRM
In a Snapshot …
Simple, easy to use and a consistent user interface -
Outlook
Information accessible via Outlook and my standard
Calendar CRM Increases efficiency, enables better
Dashboards display what I need to drives greater
communication, and see, and add value to my
day to day tasks customer satisfaction
Easy to collaborate across teams through a standard
=
channel
Business Growth
Integrated to my teams standard tools – Office
Flexibility in the way it is presented to my users – mobile,
outlook, or web
Can be extended to support my Business Essence
28. Driving Business Growth with Dynamics CRM
Microsoft Dynamics CRM 2011 delivers The Power of Productivity through
familiar, intelligent and connected experiences for people inside and outside
an organisation
Industry Solutions –
Sales Productivity Customer Care Marketing Grants 360, Donation Custom Applications
Management
Core CRM Extended CRM
xRM Framework
29. Driving Business Growth with Dynamics CRM
FORRESTER -Medium
“Microsoft Dynamics
CRM shines by offering
flexibility for large and
midsized organisations.”
~ Bill Band
31. Social Media, CRM and
Business Growth
The term social media refers to the use of web-
based and mobile technologies to turn
communication into interactive dialogue.
32. Driving Business Growth with Dynamics CRM
Agenda
What is Social Media and why does it matter?
How does Social Media relate to your organisation?
Microsoft Dynamics CRM, Social Media and Business
Growth
38. Driving Business Growth with Dynamics CRM
But: It’s Just People
People talk, just as they breath, eat and sleep
People also listen
An extension of the dinner table conversation
Same rules
Same behaviour
39. Driving Business Growth with Dynamics CRM
Social CRM
Whether organisations like it or not, customers are
going to utilise social technologies to participate in
conversations, post thoughts and observations or
complain about your products and services
You can choose to listen and engage customers
through these new channels or ignore them
Conventional wisdom says that the former is the
preferred option
41. Driving Business Growth with Dynamics CRM
What can you get out of Social Media?
Internal Activity Feeds
Customer intelligence
+ Effort
Reputation monitoring
Lead generation
+ Risk
Customer service
+ Reward
Public relations
Campaign management
43. Driving Business Growth with Dynamics CRM
OMG! A Mention!
What do you do when your Social CRM Tool detects a
mention?
44. Driving Business Growth with Dynamics CRM
Tone
Each network has its own tone
Unwritten rules and expectations
E.g. Twitter: don’t auto-tweet other feeds
Don’t auto-DM new followers
45. Driving Business Growth with Dynamics CRM
Detecting Tone
Lurk before wading in
This means being engaged and online BEFORE an
event
Example: BP Gulf oil spill PR
Result: @BPGlobalPR
49. Driving Business Growth with Dynamics CRM
Viral Effect
AKA “Network Effect”
I tell 10 friends, who each tell 10 more.
Inverse law: the harder you try, the less likely it will
happen.
Due to bullshit detection?
51. Driving Business Growth with Dynamics CRM
Reaction
Don’t over react.
What would you do if someone made an incorrect
statement at a dinner party?
What if they were angry?
What about if someone was obviously an idiot?
52. Driving Business Growth with Dynamics CRM
REACTION
http://www.wired.com/dangerroom/2009/01/usaf-blog-respo/
54. Driving Business Growth with Dynamics CRM
What can you get out of Social Media?
Internal Activity Feeds
Customer intelligence
Reputation monitoring + Effort
Lead generation + Risk
Customer service + Reward
Public relations + Business Growth
Campaign management
55. Driving Business Growth with Dynamics CRM
What does it look like?
Dashboards and Charts
Account level profiling, information gathering
Knowing your contacts, what are they talking about
Campaign Event – Connecting to more than just your
known contacts
Mobility
Utilisng 3rd Party extensions – InsideView, Click
Dimensions
58. Driving Business Growth with Dynamics CRM
Take Outs
Business Growth can be influenced by CRM
CRM is not just a system implementation but a strategy
to grow customer value
It doesn't have to be difficult: start simple with the bare
essentials
You can add a lot of value with some simple
configuration
Expand your network with a connected approach