CRM Basics  Customer Relationship Management www.fayebsg.com
Agenda  <ul><li>Overview of Presenter </li></ul><ul><li>What is CRM? </li></ul><ul><li>What CRM Can Do for You </li></ul><...
David Faye www.fayebsg.com As CEO of Faye Business Systems Group I have over 20 years experience in consulting, implementi...
Faye Business Systems Group Faye Business Systems Group is a software and technology consulting firm that assists a variet...
What is CRM? <ul><li>C R M = Customer Relationship Management  </li></ul><ul><li>comprehensive way to manage the relations...
What is CRM? <ul><li>Information typically “tracked” in a CRM System can include: </li></ul><ul><li>Customer contact infor...
The Top 6 Things CRM Can Do For You <ul><li>(1) Gather and manage all critical customer data in one central location. </li...
Fundamentals of CRM <ul><li>Understand your customer </li></ul><ul><li>Exceed their expectations </li></ul><ul><li>  </li>...
Stages in the development of a Customer Relationship <ul><li>The Pre-relationship Stage </li></ul><ul><li>The event/meetin...
Stages in the development of a Customer Relationship (and CRM Software) The Pre-relationship Stage The event/meeting that ...
CRM Objectives <ul><li>Lifetime Value  </li></ul><ul><ul><li>Refers to the net present value of the potential revenue stre...
CRM Programs Can Potentially Improve <ul><li>Analytical CRM </li></ul><ul><ul><li>Customer Segmentation </li></ul></ul><ul...
Typical Areas of CRM Activity <ul><li>Sales Force Automation (SFA) </li></ul><ul><li>Customer Service and Support (CSS) </...
New Frontiers in CRM <ul><li>Customerization </li></ul><ul><ul><li>Mass Customization = Flexible processes  </li></ul></ul...
Leading CRM Solutions www.fayebsg.com New Frontiers in CRM <ul><li>Customerization </li></ul><ul><ul><li>Mass Customizatio...
Making CRM Happen <ul><li>Evaluate current products and processes. </li></ul><ul><li>Make a list of goals for CRM </li></u...
Implementing CRM <ul><li>Get Buy-In !!!! </li></ul><ul><li>Start Small – get a quick win </li></ul><ul><li>Add on as you g...
Summary <ul><li>CRM Software is a tool to help manage customer relationships </li></ul><ul><li>It exists to increase sales...
Q & A www.fayebsg.com http://www.marketingautomationuniversity.com
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What is CRM?

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What is CRM?

  1. 1. CRM Basics Customer Relationship Management www.fayebsg.com
  2. 2. Agenda <ul><li>Overview of Presenter </li></ul><ul><li>What is CRM? </li></ul><ul><li>What CRM Can Do for You </li></ul><ul><li>Fundamentals of CRM </li></ul><ul><li>Stages of CRM </li></ul><ul><li>Functions of CRM </li></ul><ul><li>Objectives of CRM </li></ul><ul><li>Improvements </li></ul><ul><li>Areas of activity </li></ul><ul><li>Benefits </li></ul><ul><li>Leading Solutions </li></ul><ul><li>Making CRM happen </li></ul><ul><li>Implementing </li></ul><ul><li>Summary </li></ul><ul><li>Q & A </li></ul>www.fayebsg.com
  3. 3. 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.
  4. 4. 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
  5. 5. What is CRM? <ul><li>C R M = Customer Relationship Management </li></ul><ul><li>comprehensive way to manage the relationship with your customers and potential customers — with the purpose to create a long-lasting and mutual benefit. </li></ul><ul><li>Manages, tracks, and measures the customer relationship from lead to sale to close to customer relationship. </li></ul><ul><li>Allows you to provide a personal, unique experience for every customer </li></ul><ul><li>“ CRM” usually relates to software, but it doesn’t have to be </li></ul><ul><li>Let’s not forget the point… </li></ul>www.fayebsg.com Increase sales, improve customer retention, and/or improve employee effectiveness
  6. 6. What is CRM? <ul><li>Information typically “tracked” in a CRM System can include: </li></ul><ul><li>Customer contact information (business and personal) </li></ul><ul><li>Recent customer activity </li></ul><ul><li>Customer support issues, cases, and notes </li></ul><ul><li>Commitments made to the customer </li></ul><ul><li>Status of current orders and/or sales history </li></ul><ul><li>History of products purchased </li></ul><ul><li>Log of phone calls, emails, meetings, etc. </li></ul><ul><li>Any other personal information that can strengthen the relationship </li></ul>www.fayebsg.com
  7. 7. The Top 6 Things CRM Can Do For You <ul><li>(1) Gather and manage all critical customer data in one central location. </li></ul>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
  8. 8. Fundamentals of CRM <ul><li>Understand your customer </li></ul><ul><li>Exceed their expectations </li></ul><ul><li>  </li></ul><ul><li>Provide superior service and support </li></ul><ul><li>  </li></ul><ul><li>Establish and retain a long-term relationship </li></ul>www.fayebsg.com
  9. 9. Stages in the development of a Customer Relationship <ul><li>The Pre-relationship Stage </li></ul><ul><li>The event/meeting that opens a buyer to seek a new business partner. </li></ul><ul><li>  </li></ul><ul><li>The Early Stage </li></ul><ul><li>Start of a relationship between the buyer and seller although a great degree of uncertainty and distance exists. </li></ul><ul><li>  </li></ul><ul><li>The Developmental Stage </li></ul><ul><li>An increased level of communications/commitment resulting in exchange. </li></ul><ul><li>  </li></ul><ul><li>The Long-term Stage </li></ul><ul><li>Importance of relationship evaluated and acted upon. </li></ul><ul><li>  </li></ul><ul><li>The Final Stage </li></ul><ul><li>The interaction between both parties becomes institutionalized. </li></ul>www.fayebsg.com CRM Software helps in All Stages of the Relationship!
  10. 10. 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
  11. 11. CRM Objectives <ul><li>Lifetime Value </li></ul><ul><ul><li>Refers to the net present value of the potential revenue stream for any particular customer over a number of years. </li></ul></ul><ul><ul><li>Starts with current activity then estimates the value of the relationship to include potential relationship. </li></ul></ul><ul><ul><li>Opportunities to increase revenues from greater visibility </li></ul></ul><ul><li>Customer Ownership </li></ul><ul><ul><li>Building brand equity, maintaining vigilant customer contact, keeping current with the market and trends. </li></ul></ul><ul><ul><li>Increase customer retention = increase in profit . </li></ul></ul><ul><ul><li>Easier to sell more stuff to existing customers than to get new…. </li></ul></ul><ul><li>Greater Internal Efficiency </li></ul><ul><ul><li>Improved speed </li></ul></ul><ul><ul><li>Reduction in Costs </li></ul></ul>www.fayebsg.com
  12. 12. CRM Programs Can Potentially Improve <ul><li>Analytical CRM </li></ul><ul><ul><li>Customer Segmentation </li></ul></ul><ul><ul><li>Trend Analysis </li></ul></ul><ul><li>Operational CRM </li></ul><ul><ul><li>Campaign Management </li></ul></ul><ul><ul><li>Tele-Marketing/Tele-Sales </li></ul></ul><ul><ul><li>Activity and Time Management </li></ul></ul><ul><ul><li>Quotation and Order Processing </li></ul></ul><ul><ul><li>Delivery and Order Fulfillment </li></ul></ul><ul><ul><li>Customer Service and Support </li></ul></ul><ul><ul><li>Remote Access </li></ul></ul><ul><li>Collaborative CRM </li></ul><ul><ul><li>Enterprise Portals </li></ul></ul><ul><ul><li>Customer Access </li></ul></ul><ul><ul><li>Supplier Access </li></ul></ul><ul><ul><li>Personalization </li></ul></ul>www.fayebsg.com
  13. 13. Typical Areas of CRM Activity <ul><li>Sales Force Automation (SFA) </li></ul><ul><li>Customer Service and Support (CSS) </li></ul><ul><li>Help Desk </li></ul><ul><li>Marketing Automation </li></ul>www.fayebsg.com
  14. 14. New Frontiers in CRM <ul><li>Customerization </li></ul><ul><ul><li>Mass Customization = Flexible processes </li></ul></ul><ul><ul><li>and organizational structures to produce </li></ul></ul><ul><ul><li>varied and individualized products and services. </li></ul></ul><ul><ul><li>Personalization = Customization of features for more convenience, lower costs, and can utilize 100% of the CRM program. </li></ul></ul><ul><ul><li>Segment-of-One Marketing = Based on the idea of learning individual reactions to marketing strategies, then treating this customer differently than other customers. </li></ul></ul><ul><ul><li>Customerization = Mass customization + personalization + segment-of-one, dependent on a web-based or electronic interaction </li></ul></ul>www.fayebsg.com CRM: The Benefits www.fayebsg.com <ul><li>Successful CRM systems create higher profits, long term lower costs with the attraction and retention of customers, and streamlined workflow. </li></ul><ul><li>What you can expect: </li></ul><ul><ul><li>Increased revenues </li></ul></ul><ul><ul><li>More cross-sell and up-sell success </li></ul></ul><ul><ul><li>Trimmed sales cycles </li></ul></ul><ul><ul><li>More-efficient call center operations </li></ul></ul><ul><ul><li>Improved sales forecasting </li></ul></ul><ul><ul><li>Fewer customer issues </li></ul></ul><ul><ul><li>Better-informed marketing and sales decisions </li></ul></ul>
  15. 15. Leading CRM Solutions www.fayebsg.com New Frontiers in CRM <ul><li>Customerization </li></ul><ul><ul><li>Mass Customization = Flexible processes </li></ul></ul><ul><ul><li>and organizational structures to produce </li></ul></ul><ul><ul><li>varied and individualized products and services. </li></ul></ul><ul><ul><li>Personalization = Customization of features for more convenience, lower costs, and can utilize 100% of the CRM program. </li></ul></ul><ul><ul><li>Segment-of-One Marketing = Based on the idea of learning individual reactions to marketing strategies, then treating this customer differently than other customers. </li></ul></ul><ul><ul><li>Customerization = Mass customization + personalization + segment-of-one, dependent on a web-based or electronic interaction </li></ul></ul>Leading CRM Solutions www.fayebsg.com
  16. 16. Making CRM Happen <ul><li>Evaluate current products and processes. </li></ul><ul><li>Make a list of goals for CRM </li></ul><ul><li>Make a list of requirements for the software </li></ul><ul><li>Get buy-in and commitment from staff !!!!! </li></ul><ul><li>Survey available products </li></ul><ul><li>Engage a consultant (if needed) </li></ul><ul><li>Select the appropriate solution </li></ul>www.fayebsg.com
  17. 17. Implementing CRM <ul><li>Get Buy-In !!!! </li></ul><ul><li>Start Small – get a quick win </li></ul><ul><li>Add on as you go </li></ul><ul><li>It’s less about the software you choose and more about how you implement it. </li></ul>www.fayebsg.com
  18. 18. Summary <ul><li>CRM Software is a tool to help manage customer relationships </li></ul><ul><li>It exists to increase sales, improve customer retention, and increase employee effectiveness </li></ul><ul><li>Typical areas are SFA, Customer Support, Help Desk, and Marketing Automation </li></ul><ul><li>Implement Wisely </li></ul>www.fayebsg.com
  19. 19. Q & A www.fayebsg.com http://www.marketingautomationuniversity.com
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