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10	  Things	  you	  need	  to	  know	  before	  choosing	  a	  CRM	  	  	  	  	       Suggested	  questions	  are	  in	  i...
6.     Consider	  On-­‐boarding	                            ▪ What	  data	  will	  you	  start	  out	  with?	             ...
10. Review	  Contracts	                      ▪ What	  is	  your	  philosophy	  on	  contracts	  and	  why?	               ...
 	  The	  Future	  of	  CRM	  	  1. Frictionless	  -­‐	  less	  pain	  for	  user-­‐customer	  interactions	  (processes)	...
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Crm conference slide share notes bryan anderson

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Transcript of "Crm conference slide share notes bryan anderson"

  1. 1. 10  Things  you  need  to  know  before  choosing  a  CRM           Suggested  questions  are  in  italics.    Key  action  items  are  in  bold.          1. Research  History   ▪ Nothing  wrong  with  going  with  the  new  kid  on  the  block,  but   understand  their  roots   ▪ Have  they  recently  been  acquired?   ▪ Is  CRM  a  their  main  offering  or  an  add-­‐on?   ▪ Who  are  the  key  stakeholders  and  what  is  their  background?   ▪ Are  the  founders  or  visionaries  still  there?   ▪ Follow  them  on  twitter  and  in  trade  rags  2. Confirm  Expertise   ▪ Buy  from  people  you  trust   ▪ Ask  tough  questions  and  dont  let  anyone  sell  you  from  a  power   point   ▪ Bring  in  stakeholders  from  every  area  of  your  dealership   ▪ Dont  let  ONE  person  in  your  store  make  the  decision   ▪ Everyone  should  be  involved  in  the  due  diligence  3. Verify  Stability   ▪ How  many  customers  do  they  add  each  month?   ▪ How  many  customers  leave  every  month?   ▪ Keep  in  mind  the  highest  volume  doesnt  mean  the  highest  quality   ▪ Get  lists  of  newly  added  dealers  and  recent  attritions  to  make   calls  4. Evaluate  the  platform   ▪ What  is  the  application  written  in?   ▪ Why  did  your  company  choose  that  platform?   ▪ Where  is  my  data  hosted?       ▪ Is  there  a  failover  hosting  facility?   ▪ How  frequently  is  my  data  backed  up?   ▪ Is  a  data  warehouse  being  used?  5. Identifying  partnerships   ▪ Get  a  list  of  all  of  their  technology  partners   ▪ How  many  of  these  partners  are  people  you  do  business  with?   ▪ What  is  the  relationship  and  level  of  integration?   ▪ Are  they  certified  with  your  OEM  lead  provider?   ▪ Are  there  any  key  vendors  that  you  use  in  a  critical  process  that   they  dont  integrate  with?   ▪ Would  they  be  willing  to  create  this  integration?   ▪ Call  dealers  that  are  using  the  same  integrations.  
  2. 2. 6. Consider  On-­‐boarding   ▪ What  data  will  you  start  out  with?   ▪ What  metric  will  you  use  to  determine  if  your  data  conversion  was   acceptable?   ▪ Ask  how  much  time  will  be  spent  working  on  process  maps  and   automated  processes?   ▪ See  their  on-­‐boarding  checklist   ▪ Review  their  recommended  process  maps   ▪ Have  your  team  read  through  their  email  and  letter  templates  7. Explore  Education   ▪ To  maximize  training,  it  must  go  beyond  technical   ▪ Training  must  focus  on  the  who,  when,  and  why  -­‐  it  must  be   customer  centric   ▪ CRM  training  is  the  perfect  time  to  teach  on  the  expectations  of   the  customer   ▪ Build  the  value  of  REAL  customer  relationships   ▪ Everyone  in  the  dealership  should  be  trained  and  taught  to  build   value  in  customer  data   ▪ Are  there  on-­‐line  tools  available  to  teach  your  staff?   ▪ What  does  the  initial  training  program  look  like?   ▪ Ask  your  rep  how  frequently  they  think  you  should  receive   training,  this  will  give  you  insight  as  to  how  important  training  is   to  their  organization.  8. Investigate  Support   ▪ Get  a  clear  understanding  of  the  following:         Support  Hours/SLA/On-­‐Line/On-­‐site/Chat         Phone  –  is  it  LIVE  Answer?   • Call  their  support  number  and  ask  to  speak  to  your  future   support  rep  or  reps.   ▪ Will  I  have  an  account  manager?   ▪ Interview  your  account  manager  before  you  purchase.   ▪ How  often  will  we  be  in  contact?   ▪ On  site?    On-­‐line?    On-­‐phone?   ▪ How  will  you  measure  our  stores  CRM  success?  9. Request  Roadmap   ▪ Ask  for  a  copy  of  their  current  development  roadmap  (may  not   get)   ▪ Ask  for  a  copy  of  a  roadmap  from  a  year  ago   ▪ How  frequently  do  you  have  product  releases?   ▪ Request  a  copy  of  the  latest  release  notes.   ▪ Ask  the  rep,  what  is  your  favorite  feature  and  why?    How   long  has  it  been  in  the  system?   ▪ Align  key  processes  with  key  features  -­‐  do  they  fit?   ▪ How  do  they  handle  special  requests  or  custom  reports?  
  3. 3. 10. Review  Contracts   ▪ What  is  your  philosophy  on  contracts  and  why?   ▪ Even  month-­‐to-­‐month  contracts  are  important  -­‐  think  of  them  as   an  SOW  (statement  of  work)   ▪ Use  contracts/schedules  to  understand  the  following.   ▪ Data  conversions  and  improvement   ▪ Integrations  included   ▪ Training  &  consulting  days  included   ▪ Travel   ▪ On-­‐going  education   ▪ Licensing  (qty  of  users)   ▪ What  happens  to  my  data  if  we  cancel?   ▪ Are  there  any  rate  increase  clauses?Is  GLB  (Graham  Leach)  baked   in?  Action  Items    1. Establish  your  goals  and  objectives  with  CRM   ◦ Dont  be  subjective  -­‐  create  SMART  goals   ◦ Goals  dont  have  to  be  dollar  driven  -­‐  they  can  be  process  driven   ◦ Great  dealership  CRM  processes  will  drive  the  dollars  2. Build  your  own  CRM  due  diligence  checklist   ◦ Review  it  yearly  even  if  you  are  staying  with  your  current  provider   ◦ Have  key  stakeholders  from  every  department  review  it  and  comment   on  it  3. Develop  a  tool  to  measure  CRM  process  impact  (see  sample  survey)   ◦ Be  sure  to  include  each  department  (multiple  people  from  each   department)   ◦ Formally  review  this  with  your  team  and  your  CRM  vendor  twice  per   year  4. Build  or  rebuild  your  process  playbook   ◦ If  you  dont  have  one,  you  need  one   ◦ If  you  have  one,  always  ask,  where  can  we  improve?   ◦ Make  the  process  playbook  mandatory  reading  for  new  hires   ◦ Have  members  of  your  team  share  best  practices  and  variations  around   each  process   ◦ Managers  must  continuously  coach  around  these  processes  and  best   practices  5. Develop  Customer-­‐Centric  focus   ◦ When  is  the  last  time  you  asked  a  customer  how  they  wanted  to  be   sold?   ◦ Have  you  genuinely  asked  them,  how  can  we  improve  this  process  or   that  process?   ◦ How  many  of  you  have  ever  put  together  a  customer  advisory  council?  
  4. 4.    The  Future  of  CRM    1. Frictionless  -­‐  less  pain  for  user-­‐customer  interactions  (processes)  2. Mobile  –  more  specialized  away  from  seats    3. Social  –  We  will  no  longer  measure  our  VIP  customers  simply  by  the  number  of   vehicles  or  service  they  purchase,  but  their  value  to  us  via  the  social  network  4. Dynamic  –  AI  (artificial  intelligence)  will  make  customer  facing  workflows  and   touches  even  smarter  (we  have  seen  just  a  tip  of  the  iceberg  in  the  last  24  months   with  equity  mining)  5. Connected  –  There  is  little  doubt  that  CRM  will  continue  to  be  the  hub  of  the  wheel   and  the  center  of  all  consumer  activity.    It  will  no  longer  be  just  dealer  facing,  but   both  consumers  and  OEMs  will  leverage  portals  for  self-­‐serve  interaction  which  will   drive  improved  analytics  and  even  more  refined  context.      

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