CRM - How to make sure YOUR implementation is in the 30% that succeed!

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An overview of the pitfalls to avoid and some best practice implementation steps to take - ensuring you get ROI from whatever CRM system you invest in. HINT: The choice of Technology is JUST 20% of the CRITICAL SUCCESS FACTORS

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  • “An adequate CRM system with great training and robust processes will always outperform just a great system by itself”
  • CRM - How to make sure YOUR implementation is in the 30% that succeed!

    1. 1. CRM DISCUSSION – “HOW TO BE IN THE 30% THAT SUCCEED” November 2013
    2. 2. Agenda        What are you hoping a CRM solution will deliver for you ? What can GA as a Business Consultant add to creating the right solution for Ground Control? What is CRM as opposed to a CRM system? 9 reasons why 70% of CRM projects fail 7 Key stages to a successful CRM Implementation What are the benefits created by CRM? Suggested Next steps
    3. 3. What do you want a CRM solution to deliver?  What key business objective(s) are you looking for a CRM solution to support? :  Increased sales?  Better Client retention  Increased Marketing effectiveness  Sales efficiency  Others?
    4. 4. How can 3DM help in creating the right solution for your needs?  25 years of Sales and Marketing expertise  CRM from a users experience.  CSF: People=50%, Process 30%, Technology 20%  Database marketing / CRM since 1994  Can help develop BD processes where needed  Software vendor neutral - helping you choose the best solution, not the best sales pitch  Facilitator/ Project Manager - create focus and project momentum  and lastly..
    5. 5. Used to making things happen in an entrepreneurial organisation!
    6. 6. What is CRM?  CRM stands for Customer Relationship Management, a term coined in the 1990’s to describe how an organization could coordinate all their interactions with all their customers, be that interaction a telephone call, an email, a letter or a purchase.
    7. 7. CRM Solution is more than technology People (50%) Process (30%) Technology (20%) % Focus needed for a successful CRM implementation (Source :ISM survey – US)
    8. 8. 70% of CRM’s in Europe fail to meet their objectives. Source: Dunn and Bradstreet
    9. 9. 7 Key stages to a successful CRM Implementation 1. Draw up a requirement definition document. 2. Train your users – before the system is implemented! 3. Establish a steering group. 4. Seek out your new system 5. Install and train. 6. Load up key operational data. 7. Go live
    10. 10. What are the benefits created by CRM? Better relations with your existing customers, which can lead to: increased sales through anticipating needs based on historic trends identifying needs more effectively by understanding specific customer requirements cross-selling of other products by highlighting and suggesting alternatives or enhancements identifying which of your customers are profitable and which are not Effect
    11. 11. What are the benefits created by CRM? Improving relations with existing customers can help: enhance customer satisfaction and retention increase value from your existing customers and reduce costs improve profitability by focusing on the most profitable customers and dealing with the unprofitable in more cost effective ways Effect
    12. 12. What are the benefits created by CRM? Finding new customers and expanding your market
    13. 13. Potential Next steps  Current state analysis – Objectives/strategy/plans/current process /data etc   How would a CRM system support the BD teams and/or company objectives Facilitated workshop to draw up a requirement definition document.     Incl Key stakeholder interviews (Telecon) Establish a steering group Research and create a short list of potential CRM systems for you Selection process for CRM system
    14. 14. Need some help or want to know more?  Email : graham@3dragonmarketing.co.uk  Call me on: 0845 4 673 683  Tweet me: @Graham_3Dragons

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