Explore the simple steps your organization can take to leverage the full power of CRM. Learn how to develop a CRM Roadmap, increase end-user adoption and tips on how to identify quick wins which deliver immediate results. You will walk away from this webinar with a clear plan on how to optimize your entire CRM process.

2. Webinar Host Guest Speaker
Neal Cranna Desmond Bristow
Director, Marketing Professional Services Manager
Maximizer Software Maximizer Software

3. Enhancing CRM
 A successful Customer Relationship Management initiative
is about more than the technology.
 Your CRM initiative touches people, both employees and
customers, and changes the processes of how they
interact.
 This presentation outlines the elements you need to take
into consideration to maximize the effectiveness of your
initiative.

4. Define Processes

5. Define Processes
 Identify your organizational goals and link to customer
facing processes
 Leverage the CRM to support the business processes
 Reports
 Track customers
 Forecasting
 Activity
 Embed in the organization
 Integrations (Financial, ERP)

6. Prioritize Processes
Case Study: Alès Cosmetics
INDUSTRY: Cosmetics
KEY CHALLENGE: Organizational Reporting
SOLUTION: Remote access to salon and department store
purchase history through integration to financial
system and real-time reports

8. Tips to Take Action
 Review organizational goals and objectives
 Define metrics related to these goals
 Identify processes and prioritize based on objective
 Map targeted customer facing processes
 Example: Sales pipeline
 Simple Structure use a Problem/Opportunity Analysis
Chart
Problem Causes Solutions
Extra supply from Poor Forecasting Improve
production forecasting thru
runs, shortage on tracking in
others Maximizer

9. Define Polices

10. Set Policies
 New IT Policies
 Examples:
 High Data Quality
 Data Cleansing
 New Business Policies
 Examples:
 Leading handling
 Lead transfer

11. Set Polices
Case Study: AIM
INDUSTRY: Manufacturing (Solder)
KEY CHALLENGE: Dirty Data
SOLUTION: Hired 12 people to clean-up database. Upgrade
from v8 to v12.

12. Tips to Take Action
 Create a CRM Policy
 Set usage standards…and write them down
 Define conventions
 Example: What are your sales pipeline definitions?
 More fun…Create a CRM Manifesto
 Target
 Technical standards
 Business standards
 Ensure reporting standards are met
 Automate enforcement

13. P Plan Performance Metrics

14. Plan Metrics
 What are your CRM Initiative metrics?
 How are you measuring them?
 Ideas
 Improve forecasting by X
 # of activities created
 Increase in incidents handled
 Marketing Campaign ROI
 System usage

15. Plan Metrics
Case Study: Siemens
INDUSTRY: Manufacturing
KEY CHALLENGE: Implement CRM in multiple independent countries
SOLUTION: Country unit with strongest focus on reporting
where most successful

16. Tips to Take Action
 #1 Tip:
 At Maximizer we see a strong correlation between reporting
and CRM success
 Define your CRM initiative success criteria

17. Review Structure

18. Review Structure
 Does your organizational structure support your CRM
Initiative?
 Formally assign individuals and teams to roles that
support the process and CRM solution.

19. Review Structure
Case Study: Gemcom Software
INDUSTRY: Software (Mining)
KEY CHALLENGE: Ensuring sales best practices are consistent around
the globe
SOLUTION: Execute a global CRM initiative with involvement of
all regions a part of CRM team

20. Tips to Take Action
 Formally assign responsibility for your CRM initiative and
technology
 1 business lead, 1 technical lead
 Assign a steering committee to regularly review, 1+ senior
managers/executives
 Keep business lead from the same unit as the primary
users.

21. Audit Skillsets

22. Audit Skillset
 Does your team have training limiters?
 Internal SME’s
 Continuous training
 Not just about the app, it’s about the
business processes the app supports

23. Tips to Take Action
 Develop your own training & solution experts
 Record CRM training for future viewing and new
employees
 Take advantage of CRM training programs
 Ensure provider has free training options
 Build a CRM Internal Site for best practices

24. Create Rewards

25. Create Rewards
 Get Creative!
 Faster Access to relevant data
 Central source of customer data
 Are the sales reps who successfully use the
system….successful?

26. Tips to Take Action
 Build a good system for the work the user does
 (Best chance of building additional intrinsic value)
 Involve managers & user in design workshop
 A CRM initiative may change job descriptions
 Ideas
 Launch parties/name the system
 Sales Representatives compensated on opportunities
 CSR’s rewarded customer satisfaction surveys
 Outbound Telesales on # of calls made
 Users compensated on notes made

27. Build a Culture

28. Culture
 Actively Build champions
 Cultivate a culture that drives usage
 In the most successful implementations…
…the team holds its self accountable to usage of the system

29. Build Culture
Case Study: Maximizer Software
INDUSTRY: Software
KEY CHALLENGE: Ensuring usage of Maximizer Software internally
SOLUTION: Built a culture of using Maximizer software
extensively

30. Tips to Take Action
 Early Project
 Get your team of stakeholders involved early
 Keep the team informed
 Train on business process supported by software
 Long-term
 Ensure mission critical business process are supported
 Provide continuous training
 Add new functionality and maintain as business changes
 Integrate 3rd party applications

31. 7 Steps to Enhance CRM Performance
 Successful Organizations:
 Prioritize Processes
 Set Policies
 Plan Performance Metrics
 Review Structure
 Audit Skillsets
 Create Rewards
 Build a Culture

32. Thank you! Questions?
Desmond Bristow
Manager, Professional Services
Phone: 604-639-3568
Email: dbristow@maximizer.com