CRM inManufacturingCompanies Antonio Ferrín Birmingham, 25 Jan 2012
Agenda 1. Introduction 2. What is CRM? 3. How does CRM help a manufacturing company? 4. CRM Implementation Key Factors 5. Questions
My Profile: Antonio Ferrin Agronomist Engineer specialized in Economics (UCO, Spain) 12 years experience in CRM Consultancy in Europe and Latin America, in different roles (consultant, project/service manager and sales & marketing manager) and sectors (manufacturing, utilities, telecommunications, travel & transportation, banking, chemicals, pharma,...). 6 years experience as CRM Instructor for Oracle University, delivering Siebel training in Spain, Portugal, Peru, Netherlands and Sweden. 1 year experience as Marketing, Customer Service and CRM lecturer in UPC (Universidad Peruana de Ciencias Aplicadas) and IPAE (Peru). Administrator of LinkedIn Group “CRM en Latinoamérica + España” http://www.linkedin.com/in/antonioferrin
What is CRM? "CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent businessPaul Greenberg environment. Its the companys response to the customers ownership of the conversation." "The companys response to the customers control of the conversation."
Who is our customer? Pharmaceutical Automotive Explosives Company Manufacturer Manufacturer Clothing Retailer Physician Car Dealer Mining Co. Consumer Consumer Engineer He or She?
What are our customers looking for? Do our customers really want what we think they want? Do we offer products according to their specific needs? How do we identify potential customers? USA Cars Europe Cars Market Market
Each customer has a value Not all customers have the same value for the company, so the company resources dedicated to each one should be different. Customer lifetime value Think in long relationships, not only in punctual sales.
Customer Asset Matrix High Key Invest to Invest to Win Damage Protect Position Protect Over Limitation Large Share Counter Win the CarefulCustomer Invest to Build of Wallet Competition Opportunity ManagementPotential(Value toCompany) Manage for Build Manage for Manage for Some Profitability Selectively Revenue Revenue Potential Manage for Manage for Manage for Consider Transactional Profitability Profitability Revenue Divesting Low Highly Secure Secure Vulnerable Fragile Strength of Relationship High Low (Value to Customer) Source: Gartner
Manufacturing Company Flow Raw Materials Raw Materials Production Suppliers Reception Storage Manufacturing Products Storage CUSTOMERS Distributors Transportation Retailers
Customer Life Cycle STEP 1 Customer Acquisition STEP 4 STEP 2 Customer Customer Retention Development STEP 3 Customer Commitment
How does CRM help my company? Campaigns Events Know our Loyalty Offers customers Programs Sales Satisfaction Agenda Surveys 360º View Custom Support Pricing Claims Returns Orders reduction Contracts Sales Effectiveness Focus on profitability
Analytical CRM: The Knowledge Pyramid Goal Predict Transform the transactional information into knowledge to take Understand decisions and suit customer expectations, predicting their behavior. Manage Success Key Define clear and Report measurable indicators
CRM Implementation Roadmap: Key Success Factors 1. Leadership of the project in business areas, with support from IT. Scope management. 2. Implement in different short phases, starting on those with a higher ROI for the company. 3. Communication: Involve users in the project, identify benefits for them. 4. KPIs: Measure the success of the project.