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Lecture for students on the topic of CRM: what is CRM, what is its role in marketing, and what professions are in demand here.

Lecture for students on the topic of CRM: what is CRM, what is its role in marketing, and what professions are in demand here.

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  • Hi to all of you, I am Natalie from Latvia, Europe; I am a Managing Director of Client Line, a company providing CRM services for business customers. CRM stands for Customer Relationship Management.
  • Today we are going to find out why Marketing is so important to every business;what is CRM and its role in Marketing;And take a look at some IT-related professions in this field.
  • I want to start with a quote from Peter Drucker ([draker]), a very famous person in Business Management. He was a University professor, and wrote many books on Management and Leadership. He said: …A strong expression, but makes a lot of sense for business long-term survival and development. This approach looks to the future.
  • Let’s think what Marketing is about. Say, assume I am a Marketing person in my company. It is my responsibility to know our customers, what they are, what they like, what they dislike, what are their interests, what is their potential. They may vary for different products in my company.Next, when I know our customers, I must address them in a way that would make them want our products, so that my message is interesting and attractive to them. This is called Positioning.And I need to find out what are the ways to introduce my message to them.
  • Let’s take an example. You all have seen those small and funny MINI cars.Now, the target audience for MINI is a certain kind of people: usually, they live in cities; they are stylish, full of energy, they love music, parties, and definitely they love having fun.To position MINI to these people, we must emphasize that it is urban car, it is agile, gives you lots of driving fun; it is the best choice for those who are open for new adventures, who are brave and different; and at the same time, as these people are usually young and still developing their careers, it is not expensive to drive.3) Activities should support the positioning and have the same style, like: special events with celebrities invited, customer community portal, Partnering with night clubs and fashion shops;Email marketing for them looks really funny, as you can see here:… is the Armed Forces day congratulation email; 50 years of MINI celebration mail.
  • Let’s take an example. You all have seen those small and funny MINI cars.Now, the target audience for MINI is a certain kind of people: usually, they live in cities; they are stylish, full of energy, they love music, parties, and definitely they love having fun.To position MINI to these people, we must emphasize that it is urban car, it is agile, gives you lots of driving fun; it is the best choice for those who are open for new adventures, who are brave and different; and at the same time, as these people are usually young and still developing their careers, it is not expensive to drive.3) Activities should support the positioning and have the same style, like: special events with celebrities invited, customer community portal, Partnering with night clubs and fashion shops;Email marketing for them looks really funny, as you can see here:… is the Armed Forces day congratulation email; 50 years of MINI celebration mail.
  • Let’s now see what is CRM and why it is an important part of Marketing.
  • So, CRM is just a popular term which defines the customer-focused approach. The most important part of it is strategy, that is – definition of core principles and goals in the area of customer relationships. To define customer strategy, the company answers high-level questions like:- How are we going to regard our customers? What is appropriate, what is not? Do we want to know more about them? Are we going to do surveys? Customer portal? Social media marketing? Loyalty programs?Another important questions is: What do we want to achieve with our customers? It is about goal setting: acquisition rate, retention rate, etc. Here we can set figures as well – so called KPIs.As we can see, Marketing Manager is very close to business development. Remember what Drucker said how marketing is important.After we defined the overall, strategic things, we start thinking in more detail – what are the groups our customers can be divided to, what exactly are the business processes where we interact with customers. And of course what tools can help us with al that.
  • As a Marketing manager, it is my responsibility to know my customers, my target audience, to know their interests and needs. How can I get this knowledge? Best way is to ask them! Customer survey is one useful tool for that.We can also make our own observations. Good Sales people build relationships with their customers, so they can know their needs and wishes, and can offer right product at a right time.All this information we, as a company, should store in a good place, and be able to manage.Another important step is to analyze the information we have, and, upon this analysis -make business decisions.Building Relationships is basically what CRM is all about.
  • And finally, let’s take a look at some career opportunities in this area.
  • Many professions are CRM-software related. Software can be home-made, which means a company wrote it from scratch, or it can be bought from some vendor, like, e.g. Microsoft.However, with any CRM software there are jobs which mostly require good knowledge of technology, like:Developer, or Programmer. With home-made software you participate in core application code writing; with purchased CRM software, you must be able to customize it, to integrate with other applications and databases, which also involves writing code.Then there is Tester; Administrator;One high-ranking profession is technical architect, or solution architect. Very interesting position, where you are responsible for the design of the whole system, including integrations.If you are not only interested in technology, but also have people skills, you might find interesting these jobs:As a Consultant, you meet with customers, analyze their business processes, identify their requirements, and define technical work to be done by developers. You train customer employees to work with the program. Translator kind of job – you translate things from business language into technical language, and back.Support specialist also requires both technical and people skills.Project Manager is one very important position. As a PM, you do project planning and team management, you are responsible for CRM implementation projects, which btw can long for a couple years, or even more.Project Management in CRM can be based on a special methodology from Microsoft, called Sure Step. It defines steps for implementation of CRM projects.
  • Data Analyst explores data and presents it for Business Decision Makers, to further decide.Some common examples of such analysis are: Comparative analysis, when you compare time periods and define tendencies, or compare how Sales people perform;Pipeline analysis, which can help to find bottlenecks in Sales process and so on.Some numbers which may be interesting to Decision Makers are:- number of new customers – say, per period, number of Sales and Service interactions (calls, appointments, incidents), number of new contracts, sales volumes and customer profitability,conversion of interactions to contracts, repurchases.
  • This is, I think, one of the most interesting professions in CRM. A High-ranking Marketing manager whose responsibility is enabling technology to help achieve marketing strategic goals!
  • There is a resource, among others, where you can find a lot of CRM-related jobs. My search of Microsoft Dynamics CRM jobs found 140 results, let’s take a look at some of them. Salaries are also there, see? As well as locations.For some jobs you can even work remotely.
  • CRM Lead is something like Project Manager, I guess.Technical Architect – one of the highest technical jobs.Integration of CRM with other systems is one important part of almost any CRM project.
  • Good salaries, you see. However, for this position one must have quite a lot of experience.Project Manager.Junior developer is required…
  • This is half-technical – half-people job.This must be some integration between MS CRM and SharePoint.Junior Project Manager.So, you see, how many and how diverse are these jobs. I am sure you can find the one interesting exactly to you.
  • You may find these resources useful.
  • Here is my email.

Lecture 1   crm - 2011 en slide share Lecture 1 crm - 2011 en slide share Presentation Transcript

  • Natalie Lihacova, www.client-line.com 2011Role ofCustomer Relationship Managementin Marketing
  • In this lesson:21. Why is Marketing important?3. Professions in CRM2. Role of CRM in Marketing
  • “Any business enterprise has onlytwo basic functions: marketingand innovation”.Peter DruckerProfessor of Management(New York University,Claremont GraduateUniversity),Management Consultant31. Marketing
  • Marketing knowledge areas: Sell to whom? (Target audience) Sell what? (Positioning) Sell how? (Channels)41. Marketing
  • Positioning Example51. Marketing
  • Positioning Example (2)61. Marketing
  • 72. Role of CRM in Marketing1. Why is Marketing important?3. Professions in CRM
  • Key elements of CRM8CRM strategyWho? What? How?ProcessesPeople Technology2. Role of CRMCRM strategyWho? What? How?ProcessesPeople Technology
  • Tools in CRM:92. Role of CRM Ask; observe Store Analyze Decide!Surveys;Building relationshipsDatabaseSoftware applicationsBusiness intelligencetoolsMake business decisions!
  • In this lesson:3. Professions in CRM2. Role of CRM in Marketing1. Why is Marketing important?10
  • CRM software113. Professions in CRM• Developer• SysAdmin• ArchitectMostlytechnology:People andtechnology:• Consultant• SupportSpecialist• Project Manager
  • Data Analyst123. Professions in CRM
  • Marketing TechnologyAdviser13 For implementation ofCRM, Call Center, HelpDesk, customer portaletc; For systemsintegration; For data analysis; Web Presence & SocialMarketingDefines andoversees objectivesand requirements:3. Professions in CRM(With support of IT department)Must have: Strong knowledge ofMarketing concepts; Knowledge of CRMsystems; Project Managementskills; True interest intechnology andinnovations
  • 14http://nigelfrank.com3. Professions in CRM140 searchresults!
  • 15http://nigelfrank.com3. Professions in CRM
  • 16http://nigelfrank.com3. Professions in CRM
  • 17http://nigelfrank.com3. Professions in CRM
  • Useful Resources Buttle, Fransis. Customer RelationsipManagement: Concepts and Technologies.Burlington : Elsevier, 2009. ISBN: 978-1-85617-522-7 – Fundamental book on all aspects of CRM Markert, Tom. You Cant Win a Fight with YourClient. NewYork : HarperCollins Publishers, 2007 –Customer-oriented culture and principles. Kotter, John P. Leading Change / WhyTransformation Efforts Fail. Harvard BusinessSchool Publishing Corporation, 2006 – Importantprinciples of implementation projects. Martin, Roger. The Age of Customer Capitalism.Harvard Business Review. Jan 01, 2010, Vol. 10pages, Prod. #: R1001B-PDF-ENG – CRM andlong-term profitability of business.18
  • Questions?Feel free to e-mail me:natalie@client-line.com19