Glasser-Kennedy - Introduction to Customer Relationship Management


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Presentation to Elkhart Glasser-Kennedy business owners on introduction to CRM - Customer Relationship Management- April 2010. Presenters were Dick Wooden and Julie Cooper, Sage ACT certified consultants with Success with CRM Consulting Inc. Topics covered: what is it, why is it important to me, social media integration, Nurtured based integrated marketing and decision dashboards.

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Glasser-Kennedy - Introduction to Customer Relationship Management

  1. 1. Introduction to Customer Relationship Management Dick Wooden and Julie Cooper <ul><li>What We’ll Cover: </li></ul><ul><li>What is it and why its important to me </li></ul><ul><li>Social Media – new relationship building </li></ul><ul><li>Nurtured Based Integrated Marketing </li></ul><ul><li>Decision Dashboards </li></ul>
  2. 2. What is CRM ‘really about’ <ul><li>A business approach that helps you acquire, develop and retain profitable customers. </li></ul><ul><li>A unified system of people and processes enabled by technology. </li></ul><ul><li>The Relationships between people: leads, prospects, customers, clients, employees, vendors, partners, management. </li></ul><ul><li>“ We are in the People and </li></ul><ul><li>Relationship Building Business” </li></ul>
  3. 3. What is ACT and why I need it
  4. 4. Need a Trusted System…...for Stuff
  5. 6. Your Most Important Appreciating Asset
  6. 7. Who is communicating with my Contacts. When was that last contact made?
  7. 8. Compatibility with iCalendar and vCard, Outlook email/contacts Windows Live Calendar Microsoft Outlook Apple iCal Lotus Notes
  8. 9. Social Media Integration Stay in touch with your client’s personal online profiles—such as their LinkedIn updates Perform an instant Google search—right from the Contact record! Even add new websites—like Hoovers, Twitter, or ESPN if your customer is a sports fan—essentially have complete Internet browsing capability within ACT! Increase the tab size to see a larger view of the Website Contact’s Website link pulls the URL automatically from the contact record Get directions to their location
  9. 10. Social Media: Up close & Personal
  10. 12. <ul><li>After 1 st contact = 2% of sales are made </li></ul><ul><li>2 nd contact = 3% of sales </li></ul><ul><li>3 rd contact = 5% of sales </li></ul><ul><li>4 th contact = 10% of sales </li></ul><ul><li>5 th – 12 contact = 80% of sales are made </li></ul><ul><li>Also: </li></ul><ul><li>87% of all leads are never pursued= follow up failure. </li></ul><ul><li>48% of all sales leads that are pursued are dropped after the first call/meeting </li></ul>Need for a Plan and a proven Process
  11. 13. Nurture Based Marketing: E-marketing <ul><li>Benefit: </li></ul><ul><ul><li>Generate actionable demand with end-to-end e-marketing that intelligently and automatically reaches out to your contacts and delivers results right to the contact record </li></ul></ul><ul><li>Features: </li></ul><ul><ul><li>Mass e-mail send to contacts, groups, companies, or lookups </li></ul></ul><ul><ul><li>Drip-marketing campaigns to send e-mails over time </li></ul></ul><ul><ul><li>Customer surveys </li></ul></ul><ul><ul><li>Results harvested into call lists integrated with ACT! Or SalesLogix </li></ul></ul>
  12. 14. Stay “Top-of-Mind” with Prospects & Customers
  13. 15. Empowering E-Marketing: Build a Profitable Relationship
  14. 16. Drip Marketing for Results <ul><li>E-Mail Marketing – A Good Start </li></ul><ul><li>Electric Newsletter with Content links - Better </li></ul><ul><li>Use targeted surveys - measure desire, qualify </li></ul><ul><li>Drip Marketing Campaigns – Even Better </li></ul><ul><li>Rank Responses & Call - Prioritize on most Interest </li></ul><ul><li>Assigning Calls – Delegate </li></ul><ul><li>CRM Database – Keeps It In Sync </li></ul><ul><li>Targeted follow up </li></ul><ul><li>Automatic - Repeat </li></ul>
  15. 20. Marketing Results for a Contact Hot Prospect with reoccurring Interest
  16. 21. Decision Dashboards Track key information with new dashboards that give you at-a-glance snapshots of your customers, opportunities, and users.
  17. 22. Sales Opportunity Dashboard What’s in the Pipeline and when is the expected close.
  18. 23. ATTRACT & ACT!
  19. 24. <ul><li>Marketing & Sales Business Consulting </li></ul><ul><li>Inbound, E-Mail & Drip Marketing Consulting </li></ul><ul><li>Sage ACT! & SalesLogix CRM </li></ul><ul><ul><li>Consulting, Implementation, Training & Support </li></ul></ul><ul><li>One-on-one Coaching of Entrepreneurs </li></ul><ul><li>Facilitation of Peer-to-Peer Entrepreneur Alternative Boards </li></ul>Dick Wooden Phone: 574-206-5612 E-mail: [email_address] Julie Cooper Phone:574-607-7914 E-mail: [email_address] Office Phone: 269.445.3001