La transformación digital de la gestión de clientes con MS Dynamics CRM
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Introducción a la transformación digital, cambios en las maneras de comprar, la adaptación de la fuerza de venta, la complejidad del marketing y Dynamics CRM 2016 como solución para ofrecer experiencias excelentes a los clientes.
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La transformación digital de la gestión de clientes con MS Dynamics CRM
- 2. Innovar Tecnologías en 30” #InnovarTransDigital
- 3. Propuesta de valor Especialización. Enfoque 100% a Microsoft Dynamics CRM Conocimiento profundo de la tecnología, y aplicación a procesos de negocio innovadores Excelencia en los servicios. Crecimiento basado en el “Word of mouth” Compromiso con el éxito de los clientes 1 Nuestro acercamiento al mercado 2 3 4
- 4. Servicios • Soluciones adaptadas a los procesos del cliente, con capacidad para dar soporte a conceptos de negocio innovadores. • Amplia gama de servicios alrededor de Dynamics CRM: • Consultoría de implantación • Migraciones • Formación • Soporte • Reactivación de proyectos • Desarrollos .NET • Uso intensivo de los estándares y minimización de desarrollos • Dynamics CRM como plataforma global de negocio • Proyectos internacionales Damos forma a sus ideas, creamos la solución que necesita
- 5. Puntos diferenciales de Innovar Tecnologías • Primer Partner en Catalunya en recursos Microsoft Dynamics CRM • Clientes satisfechos: sin proyectos fallidos en nuestro recorrido • 90% de profesionales certificados • Profesionales de referencia en el ecosistema Dynamics CRM • Conocimiento permanentemente actualizado de las soluciones • Partner tecnológico a largo plazo en la evolución soluciones clientes
- 8. CEB, “5 Statistics Every Sales Executive Must Know”, 2014 Los clientes llegan al 57%del proceso de compra antes de contactar con el proveedor Es la media de personas que intervienen en procesos de compra B2B 5.4 Solamente un 1%es la repuesta a emails “en frío”
- 9. Un comercial medio pierde un de oportunidades por falta de atención o seguimiento 20% Los comerciales emplean un de su tiempo en actividades de “no venta” 67% Un de los comerciales consideran su trabajo cada vez más complejo 70% Microsoft & CSO Insights, How to Build a World-Class Sales Organization, 2015 CEB, Why You’re Losing Competitive Advantage, 2015 Microsoft’s Sell In The Now - How to make your sales team more productive
- 10. Microsoft & CSO Insights, How to Build a World-Class Sales Organization, 2015 CEB, Why You’re Losing Competitive Advantage, 2015 Microsoft’s Sell In The Now - How to make your sales team more productive
- 11. de los clientes usa la web o el móvil para encontrar respuestas 84% 12% Descenso en resolución a la primera llamada 1. Kate Leggett, Trends 2016: The Future Of Customer Service, Forrester, January 2016 2. 2014 Dimension Data Global Contact Center Benchmarking Report 3. The US Contact Center Decision-Makers’ Guide 2014 4. Kate Leggett, Trends 2016: The Future Of Customer Service, Forrester, January 2016 73% de clientes dice que que valoren su tiempo es lo más importante para un buen servicio
- 13. We Are Social, Digital, Social & Mobile Worldwide in 2015, 2015 IDC, Smartphones to Drive Double-Digit Growth of Smart Connected Devices in 2014 and Beyond, 2014 IHS, IHS Identifies Technologies to Transform the World over Next Five Years, 2015 Forbes, Customer Experience: Is It the Chicken or Egg?, 2013
- 15. Crecimiento CRM Online +50% CRMOL revenue >2x CRMOL YoY net seat adds 46 quarters of double digit growth
- 16. Porqué Microsoft Social Engagement Microsoft Toda la amplitud de las tecnologías Microsoft para proporcionar experiencias de cliente de alto valor Guiado Guía a los usuarios para conseguir resultados basados en las mejores prácticas Intelligencia Experiencias de usuario proactivas y predictivas construidas a partir de la confianza y el conocimiento Movilidad Capacidad para los empleados de ser productivos en todo momento y lugar
Editor's Notes
- Today’s sales landscape has changed. There’s more information, more people, and more choices in this always on, mobile-centric world . As a result, today’s buying process is more complicated than ever, with buyers who are more informed, independent, savvy, and highly influential. With access to so much information early in the buying process, buyers are waiting longer before contacting a seller. By the time buyers talk to salespeople, they are already 57% of the way through the buying process. What’s more, customers have already defined their needs, researched solutions, settled requirements, and are starting to benchmark price. So, by the time the customer reaches out, the only thing left for the seller to compete on is price. In addition, there are more people. An average of 5.4 customer stakeholders is involved in a typical B2B purchase decision. As deals become increasingly complex, new stakeholders from different parts of the customer organization are weighing in on purchase decisions. These stakeholders bring diverse perspectives and business needs, making it hard for sales to create consensus among customer stakeholder groups. Buyers have more choices and with more competitors vying for buyers’ attention, the customer journey no longer solely starts with a cold call or even a cold email. In fact, a sales rep only has a 1% chance of getting a response from a cold email. Sources: 57%, 5.4: CEB, “5 Statistics Every Sales Executive Must Know”, 2014, http://www.executiveboard.com/sales-blog/5-statistics-every-sales-executive-must-know/ 1%: Microsoft, “The Dynamic Sales Team”, 2013, http://crmpublish.blob.core.windows.net/docs/Whitepaper_TheDynamicSalesTeam_20121107_web.pdf
- What’s clear is that the sophisticated and more demanding customers of today expect to be engaged in new ways. But for many sales organizations, it’s not clear is how they should respond and how salespeople will find the time to engage in meaningful ways. Salespeople are already under tremendous pressure as well. Their jobs are highly complex, with internal demands consuming 67% of their time, leaving them with little for selling. Salespeople have so many non-selling demands placed on them that they multi-task constantly just to keep up. But every time they switch tasks, they don’t get more done. Instead they end up losing 40% of their productivity. When you add up all the lost productivity, it’s no wonder salespeople only spend 1/3 of their time doing what’s most important – selling. Sources: 60% Microsoft & CSO Insights – How to Build a World Class Sales Organization, https://www.microsoft.com/en-us/dynamics/insights-sales-organization-whitepaper-download, 2015 40%: Microsoft “Sell In The Now - How to make your sales team more productive” 70%: CEB https://www.executiveboard.com/blogs/why-youre-losing-competitive-advantage/, 2015
- What’s clear is that the sophisticated and more demanding customers of today expect to be engaged in new ways. But for many sales organizations, it’s not clear is how they should respond and how salespeople will find the time to engage in meaningful ways. Salespeople are already under tremendous pressure as well. Their jobs are highly complex, with internal demands consuming 67% of their time, leaving them with little for selling. Salespeople have so many non-selling demands placed on them that they multi-task constantly just to keep up. But every time they switch tasks, they don’t get more done. Instead they end up losing 40% of their productivity. When you add up all the lost productivity, it’s no wonder salespeople only spend 1/3 of their time doing what’s most important – selling. Sources: 60% Microsoft & CSO Insights – How to Build a World Class Sales Organization, https://www.microsoft.com/en-us/dynamics/insights-sales-organization-whitepaper-download, 2015 40%: Microsoft “Sell In The Now - How to make your sales team more productive” 70%: CEB https://www.executiveboard.com/blogs/why-youre-losing-competitive-advantage/, 2015
- There are a couple of important points to consider here. Customer expectations continue to rise and service preferences have changed. The phone has been replaced as the number one channel, with 76% of today’s customers using self-service to resolve their product and service issues. While successful self-service outcomes increase CSAT scores and decrease call center volumes, there is another important outcome to consider. The issues that do require assisted service are increasingly more complex. As a result, the role of service agent has become more complex as well. The numbers are clear: a 12% decline in first call resolution since 2009, and a relentlessly high average annual agent turnover rate. It is more important than ever to reduce onboarding times and empower every agent, regardless of tenure, with the tools they need to quickly resolve complex cases.
- According to the Customer 2020 Report, by 2020, customer experience will overtake price and product as the key brand differentiator (Source: (Customers 2020 Report) With customers always on, empowered with information and choices, and driving their own experience, their expectations for how companies engage them continues to rise. Customers are becoming accustomed to more personalized attention from companies, and expect companies to know who they are and what they need across the entire customer journey. These rising expectations actually create an opportunity for forward-thinking companies. Companies that can successfully adapt to changing customer expectations and figure out how to differentiate themselves from their competitors by creating more personalized, proactive and predictive experiences for customers will likely have an edge over their competition. Let’s talk more about what this new world order of customer engagement looks like.
- In a world where consumers are increasingly connected with 24/7 access to information, endless options for goods and services, and extensive access to the opinions of others about those brands, goods and services, customer experience is an increasingly important ingredient for companies as they win and retain customers. Thanks to the internet, consumers have access to more brands, goods and services than ever before, giving them an incredible range of choice. And, with the proliferation of mobile devices, this information is constantly available to them, and enables them to buy any time of the day. Furthermore, social media and networks, online reviews, and consumer blogs help consumers easily collect feedback on brands, products and services from their friends and family, industry experts, and complete strangers. All of this means that the customer journey is now squarely in the control of the customer. No longer do companies dictate the journey their customers will follow, customers do. And, it’s not just people and businesses that are connected. With the emergence of Internet of Things technologies, devices and objects are becoming more connected. IHS predicts there will be 80B connected IoT devices in operation by 2025. That means that just about every object consumers buy could be connected, creating and sending information for capture and analysis. While this may seem hard to imagine or possibly overwhelming, it actually presents new opportunities for companies to think about how they can leverage this information to evolve the customer experience. And this is important, because customers value a great experience. 86% of consumers say that they are willing to pay more for a better customer experience. That means that with equal products, they would be willing to pay more for a better experience. And, customer experience is now a differentiator for brands. Let’s take a closer look at this. 3B internet users (Source: We Are Social, Digital, Social & Mobile Worldwide in 2015, Simon Kemp, January 21, 2015, http://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/) IDC predicts 2.4B smart devices will be in operation by 2018 (Source: IDC, Smartphones to Drive Double-Digit Growth of Smart Connected Devices in 2014 and Beyond, June 17, 2014, http://www.idc.com/getdoc.jsp?containerId=prUS24935114) 2B active social media accounts (Source: We Are Social, Digital, Social & Mobile Worldwide in 2015, Simon Kemp, January 21, 2015, http://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/) IHS predicts there will be 80B connected IoT devices in operation by 2025 (Source: IHS, IHS Identifies Technologies to Transform the World over Next Five Years, 12 January 2015, http://press.ihs.com/press-release/technology/ihs-identifies-technologies-transform-world-over-next-five-years) 86% of consumers say that they are willing to pay more for a better customer experience. That means that with equal products, they would be willing to pay more for a better experience (Source: Forbes, Customer Experience: Is It the Chicken or Egg?, Christine Crandell, January 21, 2013, http://www.forbes.com/sites/christinecrandell/2013/01/21/customer-experience-is-it-the-chicken-or-egg/)
- We believe that the ideal new model is that of intelligent customer engagement. By using technologies such as big data, predictive analytics, and IoT services, companies can harness the power of information available from devices, people, things, and the web to provide personalized, proactive, and predictive customer experiences that drive long-lasting relationships with their customers built on trust, knowledge and insight. Let’s talk more about what this means. Personalized – having an understanding who the customer is, the context in which companies are engaging them, and the channel on which they are engaging so that they can deliver the right message or information on the right channel at the right time, and maintain context throughout the customer’s journey. For example – a company’s marketing team could tailor an offer based on their comprehensive understanding of the customer’s past buying behavior, knowledge of people with profiles similar to theirs and the buying habits of those people, and market information that may shed new light on trends relevant to the buyer. By delivering a personalized offer – on the channel or channels that the customer uses – the company stands a greater chance of connecting with that customer in a meaningful way. Proactive – gathering information to identify patterns and trends, determining the next best action to take, and ultimately taking action without prompting from the customer. This could be applied in a variety of ways, but one example is the collection and analysis of data coming from a solar panel. In this scenario, the sensor on a solar panel indicates that the panel isn’t operating as efficiently as it should. The anomaly is detected by the company supporting it, and the company proactively sends a technician with the right skills and right tools to fix the problem, all without the customer noticing a problem. Predictive – similar to Proactive, here we’re talking about applying machine learning to both internal and external data to identify patterns and predict outcomes, then make recommendations or suggestions for how to optimize. An example of this is Line of Business Sales processes. Through machine learning technology, recommendations for cross-sell or up-sell can be made to a sales person based on an understanding of the characteristics of the current customer, as well as the historical buying patterns of customers with a similar profile. The sales person could make an informed recommendation to the customer that the customer may not have previously considered, which may add value and enhance the customer’s experience with the company. Now let’s take a look at what Microsoft offers to enable intelligent customer engagement.
- It’s a really exciting time for us as we continue to accelerate and go big in CRM. Through the first half of FY16, we’ve increased CRM Online revenue Year over Year by more than 50%, more than doubled the number of net seat adds Year over Year, and we’ve achieved 46 consecutive quarters of double digit growth. Notable customer wins include companies such as Aflac, Virgin, DeutscheBank, KPMG, Discount Bank and Fitness First. Aflac represents an excellent OneMicrosoft win, with both Dynamics CRM and Productivity sellers joining together to position the value of a true productivity solution with CRM and Office 365. At Virgin, a unique and inspiring sales strategy was used to demonstrate how Dynamics CRM can help Virgin create exceptional customer experiences, and ultimately resulted in a win. Metrics reflect H1 FY16 Over 50% CRMOL revenue growth More than doubled our CRM Online net seat adds (>2X) We tripled the quarterly year over year growth for 5 consecutive quarters (3X) – net seat adds Achieved 46 consecutive quarters of double digit growth
- Microsoft Dynamics CRM offers a differentiated solution for customer engagement. Guidance, Intelligence, Mobility and a One Microsoft approach set us apart from the competition. Guidance: We deliver a user experience with embedded processes that help guide line of business users to achieve optimal outcomes based on best practices in sales, service and marketing. Intelligence: We enable our customers to deliver personalized, proactive and predictive customer experiences with CRM scenarios that leverage advanced analytics and operational analytics Mobility: We enable our customers’ line of business users to manage tasks and do work anytime, anywhere with mobile applications that are user friendly and available online or offline. One Microsoft – Our customers can harness the breadth of Microsoft technologies – including CRM, Office 365, Azure Machine Learning and Power BI – to deliver exceptional customer experiences. Thank you for your time today!