10步选择正确CRM系统

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10步选择正确CRM系统

  1. 1. 1
  2. 2. 如何在CRM项目早起获得成功 - 10个步骤选择正确的CRM May 16, 2012 ©2011 SugarCRM Inc. All rights reserved.
  3. 3. Agenda l  3个选择CRM的常见错误 l  CRM项目初期成功路线 l  选择成功CRM的10个步骤 l  五个方法确保成功CRM实施12-5-16 ©2012 SugarCRM Inc. All rights reserved. 3
  4. 4. 何时应该考虑购买或者更换CRM系统? l  销售下滑 l  客户丢失 l  说明问题的重要数据丢 失 l  客户数据越来越重要, 越来越庞大,越来越复 杂,导致难以管理 l  数据逐渐关联到企业的 不同部门12-5-16 ©2012 SugarCRM Inc. All rights reserved. 4
  5. 5. CRM前期成功路线 l  10步选择正确CRM解决 方案指导 l  5个方法来确保一个成功 的CRM实施 l  使你的CRM项目实现初 期成功 l  5个方法在你的销售团队 内提高CRM接受度12-5-16 ©2012 SugarCRM Inc. All rights reserved. ©2011 5
  6. 6. 3个选择CRM时的常见错误 l  未仔细考虑新CRM系统需求背后的驱动力量 l  科技主导 l  未辨别CRM项目目标12-5-16 ©2012 SugarCRM Inc. All rights reserved. 6
  7. 7. 10步选择正确的CRM解决方案 l  理解你的目标 l  定义你的需求 l  遵循一个流程12-5-16 ©2012 SugarCRM Inc. All rights reserved. ©2011 7
  8. 8. 第一阶段 l  了解自己12-5-16 ©2012 SugarCRM Inc. All rights reserved. 8
  9. 9. 1. 看自己的企业12-5-16 ©2012 SugarCRM Inc. All rights reserved. 9
  10. 10. 2. 为团队选择合适的人 Follow Erin on twitter @EbullientErin12-5-16 ©2012 SugarCRM Inc. All rights reserved. 10
  11. 11. 3. 政策性条款 l  金融-格雷姆-里奇-比利雷法 l  健康-HIPAA l  共有公司-Sarbanes-Oxley 法案(SAS70标准)12-5-16 ©2012 SugarCRM Inc. All rights reserved. 11
  12. 12. 4. 预算,CRM运营方式12-5-16 ©2012 SugarCRM Inc. All rights reserved. 12
  13. 13. Result l  一个需要改善的流程和活动列表 l  一个CRM决策团队,包括CRM用户 l  了解必须遵守的政策 l  大概的预算和打算如何使用CRM12-5-16 ©2012 SugarCRM Inc. All rights reserved. 13
  14. 14. 第二阶段l  了解你的需求12-5-16 ©2012 SugarCRM Inc. All rights reserved. 14
  15. 15. 5. 整合需求12-5-16 ©2012 SugarCRM Inc. All rights reserved. 15
  16. 16. 6. 支持需求12-5-16 ©2012 SugarCRM Inc. All rights reserved. 16
  17. 17. 7. 立体市场需求12-5-16 ©2012 SugarCRM Inc. All rights reserved. 17
  18. 18. 8. 功能性需求12-5-16 ©2012 SugarCRM Inc. All rights reserved. 18
  19. 19. 9. 财政要求12-5-16 ©2012 SugarCRM Inc. All rights reserved. 19
  20. 20. 10. 厂商要求12-5-16 ©2012 SugarCRM Inc. All rights reserved. 20
  21. 21. 遵循一个流程 l  目标 l  流程 l  人 l  科技12-5-16 ©2011 SugarCRM Inc. All rights reserved. 21
  22. 22. 目标 流程客户 人 科技 ©2009 SugarCRM Inc. All rights reserved. 05/08/09
  23. 23. 市场 销售 目标 流程 客户 人 科技 服务 ©2009 SugarCRM Inc. All rights reserved. 05/08/09
  24. 24. 市场 销售 目标 流程 客户 人 科技 服务 ©2009 SugarCRM Inc. All rights reserved. 05/08/09
  25. 25. 市场 销售 目标 流程 人 客户 科技 服务 ©2009 SugarCRM Inc. All rights reserved. 05/08/09
  26. 26. 5个方法确保成功CRM实施 l  Get Buy-In l  Ensure Functional Alignment l  Identify a Beachhead l  Make CRM The Process Entry Point l  Scrub Data12-5-16 ©2011 SugarCRM Inc. All rights reserved. 26
  27. 27. Get Buy-In l  Every CRM effort needs a champion – preferably at the C-level l  Every manager needs to be a champion, too, starting with sales managers l  A lack of a champion sets the tone for all users l  Champions are there at every step of the way12-5-16 ©2011 SugarCRM Inc. All rights reserved. 27
  28. 28. Ensure Functional Alignment l  Examine your customer-facing processes l  Talk about what works and what doesn’t l  Decide on key performance indicators (KPIs) Sales: Lead to Pipeline, Pipeline to Forecast, Forecast to Close Marketing: Lead to Qualified, Lead to Forecast, Lead to Close Support: Incident Volume, Incident Disposition Rates, Renewal Rates12-5-16 ©2011 SugarCRM Inc. All rights reserved. 28
  29. 29. Step Three: Identify a Beachhead l  CRM projects are not “big bangs” – they’re a series of small victories l  Identifying beachheads from project to project allows you to seize on successes and catch failures early l  Resist the temptation to enlarge scope or expand your goals12-5-16 ©2011 SugarCRM Inc. All rights reserved. 29
  30. 30. Make CRM the Process Entry Point l  Take the option of not using CRM off the table l  Make CRM the place where your employees go to: Complete weekly lead reports Complete weekly sales forecasts Enter support incident reports …Among other tasks12-5-16 ©2011 SugarCRM Inc. All rights reserved. 30
  31. 31. Step Five: Scrub Data l  “Dirty data” is the secret killer of CRM success l  Use tools and services that validate accurate data, append missing fields and merge duplicate records l  Build a profile of the data you’re looking to collect and the formats you want to store it in12-5-16 ©2011 SugarCRM Inc. All rights reserved. 31
  32. 32. 早期获得CRM项目的成功 l  Think Big l  Start Small l  Move Quickly l  Celebrate Often12-5-16 ©2011 SugarCRM Inc. All rights reserved. 32
  33. 33. Think Big l  了解你的目标 l  短期长期分离 l  可衡量化 l  有基线12-5-16 ©2011 SugarCRM Inc. All rights reserved. 33
  34. 34. Start Small l  定义前30天的目标 l  由一小部分先适用的人起 步 l  由简单流程开始 l  针对基线衡量 l  庆祝你的成功!12-5-16 ©2011 SugarCRM Inc. All rights reserved. 34
  35. 35. Move Quickly l  成功孕育成功 l  洋葱的不同层 l  永远不要忘记原始目标 l  抛离感情来衡量目标12-5-16 ©2011 SugarCRM Inc. All rights reserved. 35
  36. 36. Celebrate Often l  克服改变带来的恐惧的 最好方法是庆祝成功 l  成功孕育成功 l  对于里程碑的纪录和汇 报对你的成功有巨大意 义12-5-16 ©2011 SugarCRM Inc. All rights reserved. 36
  37. 37. 5个方法来在你的销售团队内快速推广CRM l  整理所有活动 l  自动化报表 l  共享情报 l  访问社交数据 l  自动化重复流程12-5-16 ©2011 SugarCRM Inc. All rights reserved. 37
  38. 38. Questions?richard.qi@srforce.com@Richard_Qi, @索孚方科 www.srforce.cn

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