Driving Business Growth with Microsoft Dynamics CRM

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We all know managing customers has its challenges, especially in a tough economy. Whether you’re looking to improve marketing, sales effectiveness or customer service, you need to make sure you’re using your resources effectively.

Dynamics CRM 2011 can help you maximise your marketing investment, increase revenue and improve customer engagement with a solution that is familiar, intelligent and connected. For organisations who are considering investing – or have already invested – in a customer relationship management solution, you need to make sure you make the most of this investment.

ENGAGE your customers by understanding what is being said about your company and your customers on social networks such as Twitter and LinkedIn.

CONVERT your sales leads into revenue through effective marketing and reporting, using Dynamics CRM to manage your pipeline more effectively.

EXPAND your customer base by providing access to your CRM system anywhere, at any time, through the use of the latest cloud and mobile technologies.

EXTEND Use the power of xRM to create custom applications to meet your organisation’s more specific requirements.

SALES Better understand your customers through effective use of CRM and how it can be used anytime, anywhere

MARKETING Utilise social media to understand what’s being said about your customers – and your organisation

IT LEADERS See how the cloud and mobile devices create new opportunities for your users to utilise line of business applications

The session was presented by Steven Foster, CRM Product Specialist for Intergen, one of Australasia’s leading Microsoft Dynamics partners.

Steven Foster
PRODUCT MANAGER DYNAMICS CRM AT INTERGEN

Steven has extensive knowledge in CRM and xRM solutions helping Customers realise the business benefits of Relationship Management. Over the past 13 years, he has implemented over 25 CRM solutions for a broad range of industries across a number of countries including New Zealand and Australia. Steven is a well-balanced professional consultant with a wealth of project experience of both small and large engagements, and over time has built up an extensive consultant toolkit of practical tools and techniques.

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Driving Business Growth with Microsoft Dynamics CRM

  1. 1. Driving business growth withMicrosoft Dynamics CRMSteven FosterDecember 2011 Steven.foster@intergen.co.nz @FozzyNZ http://www.linkedin.com/in/stevefoster http://nakedcrm.com http://www.intergen.co.nz/blog
  2. 2. Driving Business Growth with Dynamics CRMAgenda Introduction Driving Business Growth with CRM So why use Dynamics CRM to influence growth? Social Media, CRM and Business Growth Let’s see it in Action! Questions
  3. 3. Driving Business Growth with Dynamics CRMSteven Foster: CRM Product Manager  My role is to drive the Microsoft CRM business, delivery and partner relationships  People call me passionate about CRM and even an evangelist!  I have been working in the field of CRM for over 13 years, implemented many CRM and xRM solutions and have experience across a broad range of CRM technologies, industries and countries.
  4. 4. Driving Business Growth with Dynamics CRMWE HAVE AN UNPARALLELED BREADTH OF OFFERINGS AND EXPERTISEWE WORK ACROSS VIRTUALLY THE WHOLE MICROSOFT PRODUCT SET WE LOWER THE RISK OF DEALING WITH LEADING EDGE TECHNOLOGIES BY:  We’re specialists in  Using Microsoft beta technology Microsoft technology release programmes to critically  We’re the largest dedicated assess each technology at an early provider of Microsoft-based stage solutions in New Zealand  Actively participating in early adopter programs, and  Involving Microsoft in quality assurance and advice
  5. 5. Driving Business Growthwith CRM
  6. 6. Driving Business Growth with Dynamics CRMSo what is CRM? CRM is a business strategy directed to understand, anticipate and respond to the needs of current and potential customers in order to grow the relationship value for both the Customer and you as a Business It’s more than just a System implementation The CRM system is used to support the strategy and enable the organisation to deliver greater customer value
  7. 7. Driving Business Growth with Dynamics CRMSo what is CRM? A CRM system on its own is not going to deliver the complete value that CRM might offer you as a Business  But it is an integral part and the choice is critical to delivering on your CRM strategy and Business Growth
  8. 8. Driving Business Growth with Dynamics CRMSo what drives business growth?Increasing Sales Sales Force Effectiveness / Reducing Costs Efficiencies Customer Satisfaction Effective Staff Customer Service / Product innovation Aftercare Customer Return Rate Customer Intelligence Effective Marketing Campaigns Measuring ROI of Company Personality Marketing
  9. 9. Driving Business Growth with Dynamics CRM Customer Satisfaction Customer Return Sales Force Rate Effectiveness / Efficiencies Effective StaffCustomer Service / Aftercare CRM influences Reducing Costs Effective Marketing Campaigns Customer Intelligence Measuring ROI of Marketing Acquisitions/Mergers Market Influences Competitor Influences
  10. 10. Driving Business Growth with Dynamics CRMWhat do most existing CRM solutions looklike? Outlook Contacts, Calendar and maybe Tasks Spread sheets to manage performance targets, forecasts, pipelines, prospects, customers and contacts Paper forms and reports Access via the corporate network Siloes of excellence Sales, Marketing and Customer Service silos Multiple instances of the potential and Customer data And the list goes on ….
  11. 11. Driving Business Growth with Dynamics CRMSo what should a CRM system look like?
  12. 12. Driving Business Growth with Dynamics CRMSales Automation SALES MANAGER SALES REP / BDM  I can measure my team’s  Simple to use, easy to extract performance data  I can focus on who needs my  One Calendar – my e-mail attention calendar  I can manage Account  Who knows who Objectives  Access to relevant back office  Simple to use information  Easy to report on any variable  Easy to manage my  Consistent Sales Methodology opportunities and my Customers  Know my Competitors  Tells me how I am doing against my Targets  Access anywhere, any device  Access anywhere, on my device
  13. 13. Driving Business Growth with Dynamics CRMMarketing Automation MARKETING MANAGER MARKETING ASSISTANT  Measure ROI on Campaigns  Simple to use  Easy accessible snapshot of  Easy to plan and action planned and launched campaigns campaigns  Easy to segment and  Visibility of Social generate lists interactions  Multiple channel  Easy to segment and identify  Automated responses and new potential segments automated marketing actions  Email Marketing and Web  Dashboard of current activity Analytics and performance  Visibility across Sales – One  Common to use tools i.e. Team Office
  14. 14. Driving Business Growth with Dynamics CRMService Automation CUSTOMER SERVICE MANAGER CUSTOMER SERVICE REP  Dashboard on performance  Simple to use and Team effectiveness  Easy to manage my cases  Easy to identify at risk cases and priority  Provide tools to assist in  Easy to share and assign to consistent service execution work collaboratively to close across any channel a case  Knowledge bases, Call  Visibility of information, easy Scripts to access and manage  Provide online / anywhere  Automated reminders access  Integrated channels  One Team with Sales and Marketing
  15. 15. Driving Business Growth with Dynamics CRMBusiness Essence Ability to extend to deliver point of difference Easy to configure to add Business terminology Easy to configure to add Business logic Flexible to be applied in different working environments Delivered as a platform that enables future growth within the organisation Can support integration with my many channels to market and customer touch points Flexible deployment cloud or on premise or both
  16. 16. Driving Business Growth with Dynamics CRM CRM is a driver for Business Growth But what about the stories, the nightmare implementations? How should we combat that? Training, Training, Identify Pain and Training fix it Give value back to Keep it Simple – the users bare essentials Focus on the User Measure for Success Needs
  17. 17. So why choose MicrosoftCRM to influence BusinessGrowth?
  18. 18. Driving Business Growth with Dynamics CRMLet’s look at a generic day in the life of anorganisation … Sales Services Based Organisation Manager Regional Sales Manager supports a team of Business Business Development Managers Development Customer Service Team manage support enquiries Marketing Assistant Marketing drive events and leads Customer Service
  19. 19. Driving Business Growth with Dynamics CRM It’s the start of the day I check myBusinessDevelopment targets and appointments
  20. 20. Driving Business Growth with Dynamics CRM I open my first appointment Steel andBusiness Co. I review all relevant information inDevelopment under 5 minutes
  21. 21. Driving Business Growth with Dynamics CRM I see an open Case against my account.BusinessDevelopment I review the details and see Ben is online so I give him a quick call Customer Service
  22. 22. Driving Business Growth with Dynamics CRM I use the appointment synchronised toBusinessDevelopment my phone to program my GPS
  23. 23. Driving Business Growth with Dynamics CRM I review the team’s performance to seeSales where I need to focus my energyManager
  24. 24. Driving Business Growth with Dynamics CRM I see an activity update on the ERPSales Replacement opportunity and respondManager with encouragement
  25. 25. Driving Business Growth with Dynamics CRM I can review the performance of myMarketing recent marketing activityAssistant
  26. 26. Driving Business Growth with Dynamics CRM I see a new request for support. I actionMarketing appropriatelyAssistant
  27. 27. Driving Business Growth with Dynamics CRMIn a Snapshot … Simple, easy to use and a consistent user interface - Outlook Information accessible via Outlook and my standard Calendar CRM Increases efficiency, enables better Dashboards display what I need to drives greater communication, and see, and add value to my day to day tasks customer satisfaction Easy to collaborate across teams through a standard = channel Business Growth Integrated to my teams standard tools – Office Flexibility in the way it is presented to my users – mobile, outlook, or web Can be extended to support my Business Essence
  28. 28. Driving Business Growth with Dynamics CRM Microsoft Dynamics CRM 2011 delivers The Power of Productivity throughfamiliar, intelligent and connected experiences for people inside and outside an organisation Industry Solutions –Sales Productivity Customer Care Marketing Grants 360, Donation Custom Applications Management Core CRM Extended CRM xRM Framework
  29. 29. Driving Business Growth with Dynamics CRMFORRESTER -Medium “Microsoft Dynamics CRM shines by offering flexibility for large and midsized organisations.” ~ Bill Band
  30. 30. Driving Business Growth with Dynamics CRM
  31. 31. Social Media, CRM andBusiness GrowthThe term social media refers to the use of web-based and mobile technologies to turncommunication into interactive dialogue.
  32. 32. Driving Business Growth with Dynamics CRMAgenda What is Social Media and why does it matter? How does Social Media relate to your organisation? Microsoft Dynamics CRM, Social Media and Business Growth
  33. 33. Driving Business Growth with Dynamics CRM Image Courtesy of Espresso
  34. 34. Driving Business Growth with Dynamics CRMImage Courtesy of Espresso
  35. 35. Driving Business Growth with Dynamics CRMImage Courtesy of Espresso
  36. 36. Driving Business Growth with Dynamics CRM Image Courtesy of Espresso
  37. 37. Driving Business Growth with Dynamics CRMImage Courtesy of Espresso
  38. 38. Driving Business Growth with Dynamics CRMBut: It’s Just People People talk, just as they breath, eat and sleep People also listen An extension of the dinner table conversation  Same rules  Same behaviour
  39. 39. Driving Business Growth with Dynamics CRMSocial CRM Whether organisations like it or not, customers are going to utilise social technologies to participate in conversations, post thoughts and observations or complain about your products and services You can choose to listen and engage customers through these new channels or ignore them Conventional wisdom says that the former is the preferred option
  40. 40. Driving Business Growth with Dynamics CRMPublic BlogsPrivate Casual Professional
  41. 41. Driving Business Growth with Dynamics CRMWhat can you get out of Social Media? Internal Activity Feeds Customer intelligence + Effort Reputation monitoring Lead generation + Risk Customer service + Reward Public relations Campaign management
  42. 42. Reputation Monitoring Tips
  43. 43. Driving Business Growth with Dynamics CRMOMG! A Mention! What do you do when your Social CRM Tool detects a mention?
  44. 44. Driving Business Growth with Dynamics CRMTone Each network has its own tone Unwritten rules and expectations  E.g. Twitter: don’t auto-tweet other feeds  Don’t auto-DM new followers
  45. 45. Driving Business Growth with Dynamics CRMDetecting Tone Lurk before wading in This means being engaged and online BEFORE an event Example: BP Gulf oil spill PR Result: @BPGlobalPR
  46. 46. Driving Business Growth with Dynamics CRM@BpGlobalPR
  47. 47. Driving Business Growth with Dynamics CRM@BpGlobalPR
  48. 48. Driving Business Growth with Dynamics CRM@BpGlobalPR
  49. 49. Driving Business Growth with Dynamics CRMViral Effect AKA “Network Effect” I tell 10 friends, who each tell 10 more. Inverse law: the harder you try, the less likely it will happen. Due to bullshit detection?
  50. 50. Driving Business Growth with Dynamics CRMBeware of the Streisand Effect
  51. 51. Driving Business Growth with Dynamics CRMReaction Don’t over react. What would you do if someone made an incorrect statement at a dinner party? What if they were angry? What about if someone was obviously an idiot?
  52. 52. Driving Business Growth with Dynamics CRMREACTION http://www.wired.com/dangerroom/2009/01/usaf-blog-respo/
  53. 53. Dynamics CRM and SocialMedia helps Business Growth
  54. 54. Driving Business Growth with Dynamics CRMWhat can you get out of Social Media? Internal Activity Feeds Customer intelligence Reputation monitoring + Effort Lead generation + Risk Customer service + Reward Public relations + Business Growth Campaign management
  55. 55. Driving Business Growth with Dynamics CRMWhat does it look like? Dashboards and Charts Account level profiling, information gathering Knowing your contacts, what are they talking about Campaign Event – Connecting to more than just your known contacts Mobility Utilisng 3rd Party extensions – InsideView, Click Dimensions
  56. 56. Driving Business Growth with Dynamics CRMClick Dimensions – Know your Customer
  57. 57. In Summary …
  58. 58. Driving Business Growth with Dynamics CRMTake Outs Business Growth can be influenced by CRM CRM is not just a system implementation but a strategy to grow customer value It doesnt have to be difficult: start simple with the bare essentials You can add a lot of value with some simple configuration Expand your network with a connected approach
  59. 59. Questions Steven.foster@intergen.co.nz @FozzyNZ http://www.linkedin.com/in/stevefoster http://nakedcrm.com http://www.intergen.co.nz/blog
  60. 60. Thank you

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