What is CRM?
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What is CRM?

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What is CRM? What is CRM? Presentation Transcript

  • CRM Basics Customer Relationship Management www.fayebsg.com
  • Agenda
    • Overview of Presenter
    • What is CRM?
    • What CRM Can Do for You
    • Fundamentals of CRM
    • Stages of CRM
    • Functions of CRM
    • Objectives of CRM
    • Improvements
    • Areas of activity
    • Benefits
    • Leading Solutions
    • Making CRM happen
    • Implementing
    • Summary
    • Q & A
    www.fayebsg.com
  • David Faye www.fayebsg.com As CEO of Faye Business Systems Group I have over 20 years experience in consulting, implementing, customizing, and supporting CRM systems and software. The right CRM software specifically tailored to your business can have a positive effect on your company…increasing revenue, improving customer relationships, and helping employees work more effectively and efficiently.
  • Faye Business Systems Group Faye Business Systems Group is a software and technology consulting firm that assists a variety of organizations in the selection, implementation, and customization of the right software for the right task.   Specializing in CRM, Accounting & ERP software, and offering specialized services such as: Project management, consulting, programming, training, support, packaged software implementations and custom accounting software. www.fayebsg.com
  • What is CRM?
    • C R M = Customer Relationship Management
    • comprehensive way to manage the relationship with your customers and potential customers — with the purpose to create a long-lasting and mutual benefit.
    • Manages, tracks, and measures the customer relationship from lead to sale to close to customer relationship.
    • Allows you to provide a personal, unique experience for every customer
    • “ CRM” usually relates to software, but it doesn’t have to be
    • Let’s not forget the point…
    www.fayebsg.com Increase sales, improve customer retention, and/or improve employee effectiveness
  • What is CRM?
    • Information typically “tracked” in a CRM System can include:
    • Customer contact information (business and personal)
    • Recent customer activity
    • Customer support issues, cases, and notes
    • Commitments made to the customer
    • Status of current orders and/or sales history
    • History of products purchased
    • Log of phone calls, emails, meetings, etc.
    • Any other personal information that can strengthen the relationship
    www.fayebsg.com
  • The Top 6 Things CRM Can Do For You
    • (1) Gather and manage all critical customer data in one central location.
    www.fayebsg.com (2) Create standardized processes. (4) No more weekly status reports – status is available up to the minute (3) Automation of Your Unique Sales Process (make it repeatable and easily trainable) (5) Improve collaboration (6) Greater visibility and metrics about customers
  • Fundamentals of CRM
    • Understand your customer
    • Exceed their expectations
    •  
    • Provide superior service and support
    •  
    • Establish and retain a long-term relationship
    www.fayebsg.com
  • Stages in the development of a Customer Relationship
    • The Pre-relationship Stage
    • The event/meeting that opens a buyer to seek a new business partner.
    •  
    • The Early Stage
    • Start of a relationship between the buyer and seller although a great degree of uncertainty and distance exists.
    •  
    • The Developmental Stage
    • An increased level of communications/commitment resulting in exchange.
    •  
    • The Long-term Stage
    • Importance of relationship evaluated and acted upon.
    •  
    • The Final Stage
    • The interaction between both parties becomes institutionalized.
    www.fayebsg.com CRM Software helps in All Stages of the Relationship!
  • Stages in the development of a Customer Relationship (and CRM Software) The Pre-relationship Stage The event/meeting that opens a buyer to seek a new business partner.   The Early Stage Start of a relationship between the buyer and seller although a great degree of uncertainty and distance exists.   The Developmental Stage An increased level of communications/commitment resulting in exchange.   The Long-term Stage Importance of relationship evaluated and acted upon.   The Final Stage The interaction between both parties becomes institutionalized. www.fayebsg.com Lead Tracking Opportunity Tracking Data Analysis Anticipating Needs Automation & Complete Knowledge
  • CRM Objectives
    • Lifetime Value
      • Refers to the net present value of the potential revenue stream for any particular customer over a number of years.
      • Starts with current activity then estimates the value of the relationship to include potential relationship.
      • Opportunities to increase revenues from greater visibility
    • Customer Ownership
      • Building brand equity, maintaining vigilant customer contact, keeping current with the market and trends.
      • Increase customer retention = increase in profit .
      • Easier to sell more stuff to existing customers than to get new….
    • Greater Internal Efficiency
      • Improved speed
      • Reduction in Costs
    www.fayebsg.com
  • CRM Programs Can Potentially Improve
    • Analytical CRM
      • Customer Segmentation
      • Trend Analysis
    • Operational CRM
      • Campaign Management
      • Tele-Marketing/Tele-Sales
      • Activity and Time Management
      • Quotation and Order Processing
      • Delivery and Order Fulfillment
      • Customer Service and Support
      • Remote Access
    • Collaborative CRM
      • Enterprise Portals
      • Customer Access
      • Supplier Access
      • Personalization
    www.fayebsg.com
  • Typical Areas of CRM Activity
    • Sales Force Automation (SFA)
    • Customer Service and Support (CSS)
    • Help Desk
    • Marketing Automation
    www.fayebsg.com
  • New Frontiers in CRM
    • Customerization
      • Mass Customization = Flexible processes
      • and organizational structures to produce
      • varied and individualized products and services.
      • Personalization = Customization of features for more convenience, lower costs, and can utilize 100% of the CRM program.
      • Segment-of-One Marketing = Based on the idea of learning individual reactions to marketing strategies, then treating this customer differently than other customers.
      • Customerization = Mass customization + personalization + segment-of-one, dependent on a web-based or electronic interaction
    www.fayebsg.com CRM: The Benefits www.fayebsg.com
    • Successful CRM systems create higher profits, long term lower costs with the attraction and retention of customers, and streamlined workflow.
    • What you can expect:
      • Increased revenues
      • More cross-sell and up-sell success
      • Trimmed sales cycles
      • More-efficient call center operations
      • Improved sales forecasting
      • Fewer customer issues
      • Better-informed marketing and sales decisions
  • Leading CRM Solutions www.fayebsg.com New Frontiers in CRM
    • Customerization
      • Mass Customization = Flexible processes
      • and organizational structures to produce
      • varied and individualized products and services.
      • Personalization = Customization of features for more convenience, lower costs, and can utilize 100% of the CRM program.
      • Segment-of-One Marketing = Based on the idea of learning individual reactions to marketing strategies, then treating this customer differently than other customers.
      • Customerization = Mass customization + personalization + segment-of-one, dependent on a web-based or electronic interaction
    Leading CRM Solutions www.fayebsg.com
  • Making CRM Happen
    • Evaluate current products and processes.
    • Make a list of goals for CRM
    • Make a list of requirements for the software
    • Get buy-in and commitment from staff !!!!!
    • Survey available products
    • Engage a consultant (if needed)
    • Select the appropriate solution
    www.fayebsg.com
  • Implementing CRM
    • Get Buy-In !!!!
    • Start Small – get a quick win
    • Add on as you go
    • It’s less about the software you choose and more about how you implement it.
    www.fayebsg.com
  • Summary
    • CRM Software is a tool to help manage customer relationships
    • It exists to increase sales, improve customer retention, and increase employee effectiveness
    • Typical areas are SFA, Customer Support, Help Desk, and Marketing Automation
    • Implement Wisely
    www.fayebsg.com
  • Q & A www.fayebsg.com http://www.marketingautomationuniversity.com