Superfast Business: Understanding CRM

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Superfast Business - offers fully funded support to help ambitious businesses in the South West with a focus on rural areas identify, maximise and profit from the opportunities that superfast broadband and new technologies present. They have a team of expert advisers, a programme of events on hot topics offering inspirational insights and practical solutions and access to IT specialists and knowledge.

The service is aimed at businesses who have heard superfast broadband is coming to their area or are already experiencing good connection speeds and fulfill ERDF eligibility criteria.

Register on their website today to see if your business is able to access the full support package and keep up to date with the latest technologies and information.

w: www.superfastbusiness.co.uk
e: info@superfastbusiness.co.uk
t: 0845 603 8593

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Superfast Business: Understanding CRM

  1. 1. Serco Internal Understanding CRM Kate Doodson Cosmic
  2. 2. Serco InternalSerco Internal What is superfast business? • Superfast Business is a European Funded programme of fully funded business support for SMEs • Delivered by Peninsula Enterprise, working with the Local Authorities & Connecting Devon & Somerset broadband rollout project
  3. 3. Serco InternalSerco Internal Superfast Business Support • Business advice and specialist support to help growth businesses maximise the opportunities of Superfast Broadband and associated technologies. • Businesses can get support to: – Developing an ICT strategy – Developing your ICT network/ infrastructure – Engaging new and existing customers – Collaboration – Client Relationship Management Systems – Flexible working – Moving your business to the Cloud – Business Continuity • Eligibility criteria apply to businesses accessing the service
  4. 4. Support Available – 12 hours
  5. 5. Serco Internal 1. Register on our website (which incorporates the Knowledge Hub). www.superfastbusiness.co.uk to unlock access to a range of resources and materials 2. Check your eligbility 3. Let us know what areas of ICT and technology you might be interested in 4. Talk to our Client Relationship Co-ordinator to check your eligibility and arrange an appointment with one of our dedicated Business Advisers Next Steps Developing an ICT strategy Developing your ICT network/ infrastructure Engaging new and existing customers Collaboration Client Relationship Management Systems Flexible working Moving your business to the Cloud Business Continuity
  6. 6. Serco InternalSerco Internal http://www.youtube.com/watch?v=G7KZR9 NwKQQ
  7. 7. Serco Internal www.superfastbusiness.co.uk twitter @superfastbiz Facebook www.facebook.com/superfastbiz join our LinkedIn group 'Superfast Business SW' info@superfastbusiness.co.uk 0845 603 8593 Stay up to date
  8. 8. Serco Internal Understanding CRM systems Kate Doodson Cosmic
  9. 9. Serco InternalSerco Internal • We are creating 2.5 billion GB of data every day • In the last 2 years we have created 90% of the data on the planet
  10. 10. Serco Internal •Information is big - Big Data. •More things on the internet than people •How can we make the most of this? How can we turn this into useful information Big Data
  11. 11. Serco InternalSerco Internal Value of data • Triangle
  12. 12. Serco InternalSerco Internal • Big data and internet of things
  13. 13. Advertisi ng TV Mail shots PR Radio Print Old world marketing
  14. 14. PR Search TV Mobile Social media Radio Print affili ate Webina rs PPC Email Rapid Fragmented Two way Website New world marketing
  15. 15. Serco InternalSerco Internal Questions • Do you know the value of each customer? Their total lifetime value? • Do you follow up every sales lead? • Can you track sales to marketing easily? • Do your staff communicate effectively? about client intelligence? • Can you track your sales pipeline? • Can you predict customer behaviour?
  16. 16. Serco InternalSerco Internal Agenda • What is a CRM system? • Benefits of CRM • Key functions • Main CRM systems • Top tips for implementation
  17. 17. Serco InternalSerco Internal What is a CRM system? Customer Relationship Management • Model for mapping company’s interactions with current and future customers Customer Relationship Management System • Technology to track, record and store customer data and interactions • Data mine the information to increase customer relations
  18. 18. What is a CRM model?
  19. 19. Serco Internal Business benefits
  20. 20. Serco InternalSerco Internal Financial benefits ROI – on average £5.60 for every £1 spent on CRM implementation CRM can increase revenue • 41% increase revenue per sales person • 27% increase is customer retention • Efficiencies of sales and marketing budgets by 23% http://nucleusresearch.com/research/notes-and-reports/crm-pays-back-5- dot-60-for-every-dollar-spent/ 2013
  21. 21. Serco InternalSerco Internal
  22. 22. Serco InternalSerco Internal Business benefits of a CRM system • Improved productivity - Right information – first time • Better Management Information – most profitable customer, lifetime value of customers, ave cost of sale, spotting customer problems etc • Efficient sales processes - in-office and on-the-move • Establish marketing effectiveness – what works best? • Improved internal communications – staff knowing more about business • Staff empowerment
  23. 23. Exception Group Case study
  24. 24. Serco Internal Main functions of a CRM system
  25. 25. 6 functions of a CRM system Contacts database Sales process & project automation Customer support Marketing process & monitoring Social media & monitoring Internal communications 1 2 3 4 5 6
  26. 26. What do businesses use CRM for? Gartner 2012
  27. 27. Serco InternalSerco Internal • Cotacts database – Contact details - name, address, telephone, email, social media etc – Relationship mapping inside customer’s business – Point of contact & decision makers – Aggregate contact history – Subscriptions and membership management – Input once • update across staff and business • update across integrated systems Contacts database1
  28. 28. Serco InternalSerco Internal
  29. 29. Serco InternalSerco Internal Communication tracking across business Twitter
  30. 30. Serco InternalSerco Internal • Sales process and automation • Multi form input • New leads auto assigned • Sales tasks automated • Quotations created, stored • Pipeline quotes reported • Sales activities reported Sales process & automation2
  31. 31. Serco InternalSerco Internal • Create automated tasks and assign to opportunities • Reminders are sent to email and shown on dashboard
  32. 32. Serco InternalSerco Internal • Customer support – Reduce service response times – Improve customer resolution – Increase self service – Pull team together around customer care Cusomer support Customer support3
  33. 33. Serco InternalSerco Internal – Create, assign and manage customer support – Lookup customer history of products/services and outcomes – Create self-serving ticketing service – Management & monitoring of support provided – Record & charge support time
  34. 34. Serco InternalSerco Internal Marketing process and automation • Track, measure campaigns • Cross channels - email, SM, SEO, PPC, telephone, mail • Track clicks, responses, leads and deals • Campaign automation • Campaign management • Campaign reporting Marketing process & monitoring4
  35. 35. Post completion marketing campaign
  36. 36. Serco InternalSerco Internal • Social media & monitoring • Brand listening • Scheduling social media Social media & monitoring5
  37. 37. Serco InternalSerco Internal
  38. 38. Serco InternalSerco Internal • Internal • Staff conversations • Task assignment • Sharing news on deals • Keeping everyone in the loop • Collaboration Internal communications6
  39. 39. Serco InternalSerco Internal http://www.youtube.com/watch?v=GSiQpIe5q -4&list=TLAx0o5jl9-nuP8-bOwozbRHGxYW1Q- ifK
  40. 40. 6 functions of a CRM system Contacts database Customer support Sales process & automation Marketing process & monitoring Social media & monitoring Internal communications
  41. 41. CRM system integration CRM Accounting software Website & e- commerce Email, contacts & calendar ERP/MRP & supply chain systems Customer support Knowledge hub Email marketing & Retargeting
  42. 42. Serco Internal CRM Platforms
  43. 43. Serco InternalSerco Internal Which CRM? Sector specific
  44. 44. Serco InternalSerco Internal SalesForce CRM • Worlds leading CRM vendor (14% share) • Covers wide range of CRM needs • Modular • Integrates with many software products • Good reports • On-premise and hosted solutions • Email/voice/web/calendar integration • Email campaigns & mailing labels
  45. 45. Serco InternalSerco Internal Microsoft Dynamics • 6.3% share of marketplace • 3.5m licences 2013 • Fully integrates with Microsoft stack – Outlook – built in • Good UI
  46. 46. Serco InternalSerco Internal
  47. 47. Serco InternalSerco Internal • Integrates really well with other software – Xero – Mailchimp – Google Apps • Free up to 2 users • Simple easy to use • Great interface
  48. 48. Serco InternalSerco Internal
  49. 49. Serco InternalSerco Internal
  50. 50. Serco InternalSerco Internal CRM costs Costs Number of free users? Salesforce $65 a month Dynamics £42 a month SugarCRM $35 a month Oracle CRM $70 a month Zoho $20 a month 3 users Sage CRM $39 a month Capsule £8 a month 2 users Insightly $29 a month 3 users Intouch CRM £29 a month 2 user
  51. 51. Serco InternalSerco Internal Costs 10 staff 50 staff Consultancy £1k -5000 £2k- 10000 Staff time 1-5 days 2days – 2 weeks Software costs £450pcm £2250 pcm Set up & development £0-20000 £5k-50000 Data cleansing £0 - 2500 £10000 Data migration £0- 1500 £5000 Staff training £1500 £10000 Very approx totals £12,000 £50,000
  52. 52. Serco InternalSerco Internal Simple CRM solutions Simple Contact management? • Google Contacts - share across business with Apptivo • Outlook Contacts - share (only on exchange hosted solutions)
  53. 53. Serco InternalSerco Internal • Google Contacts add-ons – Boomerang – send reminders to you for sent emails – Active Inbox $25 a year • Add notes to email • Export email to Calendar • Wait on/Action – Just me - free or $35
  54. 54. Serco InternalSerco Internal
  55. 55. Serco Internal Implementing a CRM system
  56. 56. Serco InternalSerco Internal Successful CRM implementations are 60% about people and culture… 30% business processes …. and 10% technology
  57. 57. Serco InternalSerco Internal Getting started with CRM Project checklist 1. Management review 2. Data audit review & report planning 3. Process & operations mapping 4. Requirements specification 5. Procurement 6. Ongoing management and development
  58. 58. Serco InternalSerco Internal Where’s the data in your business? • In different spreadsheets? • In people’s heads? • In paper documents? • In your emails?
  59. 59. Serco InternalSerco Internal
  60. 60. Map your CRM to your customer journey
  61. 61. Serco InternalSerco Internal Getting started with CRM Project checklist 1. Management review 2. Data audit review 3. Process & operations mapping 4. Requirements specification 5. Procurement 6. Ongoing management and development
  62. 62. Serco InternalSerco Internal Implementing CRM – making it stick • Change management piece • Involve staff in implementation • Data migration • Regular cleansing of data – how often • Training (data administrator, users) & train again • Transition & Enforcing use • CRM committee -Keep an eye out for improvements • Focus and USE reports
  63. 63. Serco InternalSerco Internal • Triangle
  64. 64. Serco InternalSerco Internal CRM & what’s next? • Big Data- data mining – creating connections between customer behaviours and demographics, creating detailed profiles • Predictive analysis, who will buy what next? • Re-targeting - serving ads and resources to those clients through monitoring of activity on website, Facebook and search
  65. 65. Serco InternalSerco Internal • Big data and internet of things
  66. 66. Serco Internal Any questions? @cosmickated www.superfastbusiness.co.uk

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