This document first appeared in Defying the Limits: The CRM Project, A Thought Leadership Project from Montgomery Research, Inc., Sponsored by Accenture.
It includes an executive overview of the makeup of a CRM system, as well as advice for choosing a system, Key Benefits and Best Practices for successful implementation.
Customer relationship management continues to be a vital strategy for achieving higher profitability, improved productivity, lower costs, stronger customer retention, and greater insight into customer and prospect behavior. CRM technology and outcomes over the past two decades, it is also true that many companies still struggle to implement their CRM system effectively and achieve the results they expect from these powerful information systems. The critical nature of human factors at work in a CRM initiative demands that you focus as much attention on the people using the system as you do on the software.
Sales operations centre (SOC) is the heart of sales operations. Many companies do not realize the benefits of sales transformation because they under invest in SOC or do not plan & roll it out like a project. The result inconsistent sales reviews, inefficient controls and unrealized outcomes. In this white paper, Browne & Mohan consultants share the best practice approach to build a strong sales operations centre
Pivotal CRM Whitpapers - CRM for Asset Managers Pivotal CRM
"Client relationship management (CRM) software is the key technology enabler
for asset managers who want to take a strategic approach to coordinated,
profitable business relationships. It offers a compelling opportunity for
asset managers to improve operational efficiencies, build a loyal client base,
capitalize on opportunities to grow assets under management, and gain a
competitive edge."
Business Process Management (BPM) is known for its ability to automate repeatable processes, create greater visibility of an end-to-end process, and enhance process agility. The end result is improved business performance, which translates into providing greater value for customers and stakeholders. Where the challenge lies, however, is implementing BPM enterprise-wide.
In this interview, John Jarrett, Director of Business Process Management at AGF Trust, a premier Canadian-based investment solutions firm, discusses the benefits of deploying BPM across an organisation and reveals how to take the first steps in creating an enterprise-wide strategy.
Customer relationship management continues to be a vital strategy for achieving higher profitability, improved productivity, lower costs, stronger customer retention, and greater insight into customer and prospect behavior. CRM technology and outcomes over the past two decades, it is also true that many companies still struggle to implement their CRM system effectively and achieve the results they expect from these powerful information systems. The critical nature of human factors at work in a CRM initiative demands that you focus as much attention on the people using the system as you do on the software.
Sales operations centre (SOC) is the heart of sales operations. Many companies do not realize the benefits of sales transformation because they under invest in SOC or do not plan & roll it out like a project. The result inconsistent sales reviews, inefficient controls and unrealized outcomes. In this white paper, Browne & Mohan consultants share the best practice approach to build a strong sales operations centre
Pivotal CRM Whitpapers - CRM for Asset Managers Pivotal CRM
"Client relationship management (CRM) software is the key technology enabler
for asset managers who want to take a strategic approach to coordinated,
profitable business relationships. It offers a compelling opportunity for
asset managers to improve operational efficiencies, build a loyal client base,
capitalize on opportunities to grow assets under management, and gain a
competitive edge."
Business Process Management (BPM) is known for its ability to automate repeatable processes, create greater visibility of an end-to-end process, and enhance process agility. The end result is improved business performance, which translates into providing greater value for customers and stakeholders. Where the challenge lies, however, is implementing BPM enterprise-wide.
In this interview, John Jarrett, Director of Business Process Management at AGF Trust, a premier Canadian-based investment solutions firm, discusses the benefits of deploying BPM across an organisation and reveals how to take the first steps in creating an enterprise-wide strategy.
PivotalCRM - CRM for financial servicesPivotal CRM
CRM That Fits Your Business With increasing commoditization across the industry, financial services firms are struggling to attract new clients and retain existing ones without placing constant downward pressure on revenue margins.
E business - STRATEGIES AND CRITICAL FACTORS IN CRM SELECTION IMPLEMENTATION ...Anil Masal
Customer Relationship Management or CRM is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty. It's a strategy used to learn more about customer’s needs and behaviour in order to develop stronger relationships with them. After all, good customer relationships are at the heart of business success.
In the effort to meet the challenges of the digital age - social, mobile and always on - many business transformation efforts fall short, and some even fail. Our own client project results greatly exceed analysts' reported results across a variety of industries. How can you ensure yours is successful? Here we distill some common aspects of success, shared by our clients, into a set of essential conversations you may wish to consider for for your organization.
Catalyft B2B Services Experience Case 2019Tom Atwood
Opening Up Sales Team agility by building up the business development infrastructure, redesigning a cascading operational data hierarchy, structuring leaner sales processes, and setting up a hybrid remote workforce
Institutional asset managers need to become more customer-centric to differentiate themselves in the market and retain current clients. When institutional account contracts come up for renewal, client satisfaction plays a critical role in their decision-making.
Its easy to assume that CRM is something that all businesses understand. Well they don't. If you are focusing on your business and are unsure about how CRM can help your enterprise grow, then this resource is perfect for you.
This is an e-book published by one of our vendors and shared here for your enjoyment
PivotalCRM - CRM for financial servicesPivotal CRM
CRM That Fits Your Business With increasing commoditization across the industry, financial services firms are struggling to attract new clients and retain existing ones without placing constant downward pressure on revenue margins.
E business - STRATEGIES AND CRITICAL FACTORS IN CRM SELECTION IMPLEMENTATION ...Anil Masal
Customer Relationship Management or CRM is a company-wide business strategy designed to reduce costs and increase profitability by solidifying customer loyalty. It's a strategy used to learn more about customer’s needs and behaviour in order to develop stronger relationships with them. After all, good customer relationships are at the heart of business success.
In the effort to meet the challenges of the digital age - social, mobile and always on - many business transformation efforts fall short, and some even fail. Our own client project results greatly exceed analysts' reported results across a variety of industries. How can you ensure yours is successful? Here we distill some common aspects of success, shared by our clients, into a set of essential conversations you may wish to consider for for your organization.
Catalyft B2B Services Experience Case 2019Tom Atwood
Opening Up Sales Team agility by building up the business development infrastructure, redesigning a cascading operational data hierarchy, structuring leaner sales processes, and setting up a hybrid remote workforce
Institutional asset managers need to become more customer-centric to differentiate themselves in the market and retain current clients. When institutional account contracts come up for renewal, client satisfaction plays a critical role in their decision-making.
Its easy to assume that CRM is something that all businesses understand. Well they don't. If you are focusing on your business and are unsure about how CRM can help your enterprise grow, then this resource is perfect for you.
This is an e-book published by one of our vendors and shared here for your enjoyment
DLC Delists 1,220 Products Due to Misrepresentation
The DesignLights Consortium™ program trademarks are assets to the DLC, its members and stakeholders. The DLC has been taking steps to protect the integrity of the program and the qualified products associated with the program to maintain that value in the public domain. Ensuring compliance with DLC guidelines and policies is paramount to protect all stakeholders' investments and consumer confidence in the DLC brand.
It has come to our attention that 49 manufacturers have misrepresented the nature of their products to the DLC during the application process and were able to obtain DLC qualification for products that employ screw bases. Under current requirements, the DLC specifically excludes products that employ screw bases from qualification.
As a result, approximately 1,220 products are being removed from the following categories over the next few weeks: Retrofit Kits for Outdoor Pole/Arm Mounted Area and Roadway Luminaires, Retrofit Kits for Parking Garage Luminaires, and Retrofit Kits for Fuel Pump Canopy Luminaires. Manufacturers of these products will face a 2-month suspension from submitting new applications to the DLC. In addition, all current applications by these manufacturers will be suspended for 2 months.
The success of your business is largely dependent on your Sales Team‚ the lifeblood of any organization.
In an increasingly competitive environment, sales teams need to skillfully manage a range of
competencies and toolsets. Presentations, literature fulfillment, revenue forecasting, sales follow-up, lead
generation, cross-selling / up-selling and scheduling appointments and activities are all part of a day's
work. To achieve peak performance, Sales Teams need easy-to-master tools which provide consistent,
accurate and effective results that translate into increased revenues and profitability.
The Surado CRM Sales module empowers sales teams by providing an intuitive system that presents a
comprehensive single view of the customer across your entire organization. Combine this with a
powerful Knowledge Base and automated business rules to create a consistent sales methodology
throughout your entire team. With Surado CRM, your Sales teams are enabled to manage the complete
prospect to customer life-cycle with efficiency and effectiveness.
This white paper introduces Customer Self-Service and how using
Surado Web Self-Service can increase customer satisfaction, reduce
costs and increase return on investments. The key is to understand
your customer, your products and services and the tools available to
deliver service to maximize customer satisfaction and reduce
customer service costs. This paper will discuss the various selfservice
options available, how to utilize best practices, delivery
technology and how Customer Self-Service is tied to the "big picture"
of Customer Relationship Management (CRM).
Pivotal CRM for Financial Services offers comprehensive, integrated, industry-specific capabilities that increase insight into operational performance, streamline processes across the firm, and improve responsiveness to client demands
How to successfully rollout your new crmSalesBabuCRM
Adopting a new CRM system means changing our old habits, many old employees and traditional process may feel the pitch of new implementation in the initial phases but if the transitions of these rollout methodologies is efficiently implemented then CRM will be one of the most helpful tools that can be used for business process and customer relationship management.
How to successfully rollout your new crmSalesBabuCRM
Once we come up with a final list of selected CRMs, we need to go through the different phases of software implementation before actually rolling out the CRM for the company.
Let’s discuss further on some of the prerequisite of CRM execution.
On this leading edge of responsive technology Insights, Success enables The 10 Best Performing CRM Solution Providers 2020 to improve the effectiveness .
Top 5 tips to a successful crm implementation Cloud Analogy
The entire process of CRM adoption is successful only when people use the system. It is worth noting that the lack of support from senior executives is the biggest reason why a significant majority of CRM projects fail in the first place.
CRM Best Practices For Optimal Success In 2024.pdfCiente
CRM in 2024 is much more than just managing contacts. Read along to know how it is impacting businesses today and how to best implement it to achieve great success.
CRM adoption in many companies do not yield intended benefits as it is managed as a IT roll out and not as a transformational project involving changes in process, procedures, ownership and measures. This paper presents MACE framework to manage this transformation and achieve the intended goals.
Customer Relationship Management (CRM) has become an essential aspect of business operations in today's highly competitive market. By effectively managing relationships with customers, companies can enhance customer satisfaction, increase sales, and drive business growth. As a result, the demand for professionals with expertise in CRM is on the rise. In this article, we will explore the various aspects of building a successful career in CRM and the opportunities it offers.
A CRM Web Solution is a cloud-based software system that provides
businesses with a central hub for managing their interactions with
customers, prospects, and leads.
Customer Relationship Management (CRM) software solutions and their impact on business growth and profitability continue to increase in importance for Logistics and Transportation leadership teams. Sales Outcomes has compiled their top 6 critical considerations for a CRM investment in the Logistics and Transportation industry.
Career in Crm :- Customer Relationship Management (CRM) has become an essential aspect of business operations in today's highly competitive market. By effectively managing relationships with customers, companies can enhance customer satisfaction, increase sales, and drive business growth. As a result, the demand for professionals with expertise in CRM is on the rise. In this article, we will explore the various aspects of building a successful career in CRM and the opportunities it offers.
With the right CRM comes the opportunity for Along the way, IT managers need an integratedcompanies to really get to know their customers, set of technologies—from websites to databasestheir needs, preferences and their buying and data mining tools—to make it work.patterns.
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
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Youtube – https://www.youtube.com/startuplviv
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Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
1. VOLU M E 4
Defying
the Limits
CRM: The Key to Superior
Business Performance
>>> www.crmproject.com
Featuring
A Thought Leadership Project from
Sponsored by
Montgomery Research, Inc.
2. The CEO’s Guide to CRM Success
To ensure the success of a CRM initiative, upper management must have
a clear vision and establish a customer-focused culture.
by Sundip R. Doshi Surado Solutions
C
RM is first and foremost a strategy and corporate philosophy change and, to this end, must have a clear vision of what he is trying
that puts the customer at the center of business operations to accomplish. The CRM project requires commitment and leader-
so as to increase profits by improving customer acquisition ship and should include organizational objectives that are measur-
and retention. It involves identifying high-value customers and able by specific success metrics and criteria.
automating processes so that sales, marketing, and service efforts will Business Bank of California’s recent CRM implementation
be more efficient and effective. In its complete form, CRM provides a provides an example of how a CEO’s clear vision contributes to
360-degree view of the customer and integrates all necessary infor- CRM success.
mation about the customer at every touch point – be it traditional
voice, Internet-based, or wireless. A CRM software solution is the vehi- Implementing a CRM System
cle that enables the 360-degree view. The major integrated system With assets of more than $660 million, Business Bank of California
components that make up a CRM system include account and contact is one of the largest locally based banks in Inland Southern
management, sales automation, marketing automation, customer California, offering retail banking, commercial, construction, and
care (service and support), and integration with back-office applica-
tions (see Figure 1).
Senior Management Blessing and Leadership
Organizational issues are just as important, if not more important, Contact and
Sales
than the technology behind a CRM implementation. It is well-known Account
Automation
that people resist change. The introduction of a new system may be Management
perceived to challenge the balance of how things are done, who wins,
and why, and can have dramatic operational implications. Because
of this, it is critical that new-system implementation has organiza-
tional buy-in up, down, and across, with strong leadership from
senior management. The fundamental changes involved may be
CRM
perceived to have far-reaching impact for your representatives, as Marketing Customer
well as the business processes and technology that support them. Automation Service
Forethought, coordination, and skill are required for a successful
CRM implementation.
For a CRM project to succeed, it is critical that senior manage-
ment understand that CRM is a business strategy to which they Integration
are fully committed, and that they are realistically cognizant of
CRM’s many facets and ramifications. At the head of the charge is
the CEO, the one person the organization looks toward for com-
pany direction and philosophy. It is the responsibility of the CEO
to win the support of key groups within an organization – from the Figure 1 CRM Components
board of directors to financial analysts
to direct reports – all the way down to
Sundip R. Doshi is the founder and chief executive officer of Surado Solutions, the emerging innovator in
the customer. customer relationship management software. With more than 15 years of CRM and IT experience, he is
The CEO must realize that CRM is responsible for providing vision and strategic direction for Surado. Mr. Doshi frequently speaks on CRM
an initiative for major organizational and entrepreneurship.
3. SBA lending with a strong focus on providing high-quality, personal- manage CRM deployments accordingly – by a representative
ized services to small businesses, professionals, and consumers. team or governing body. Get input from all major areas that
CEO Charlie Hall knew that his vision to grow Business Bank of make up a CRM initiative, including sales, marketing, and
California through aggressive acquisition to more than $2 billion in customer care, early in the process.
assets over the next few years would require good supporting infra- 3. Establish a customer-focused culture throughout the entire
structure. He appointed Dave Weiant, executive vice president, to organization.
identify and implement the technology needed to take the bank to 4. Ensure seamless integration with your back-office applica-
the next level. With the CEO’s blessing and support, Mr. Weiant tions so critical elements of other third-party applications help
quickly determined the bank’s need for a state-of-the-art CRM sys- provide a true 360-degree view of the customer.
tem to streamline operations and better serve its growing customer 5. Get expert advice from technologists who have mastered the
base. The solution had to be powerful, flexible, and scalable and had art of successful CRM implementations.
to provide seamless integration with existing systems at a value- 6. Design and implement employee buy-in programs that help
driven total cost of ownership. your team understand the value of CRM.
The vision was conveyed to the executive team and a representa- 7. Review, update, and implement automated business rules
tive group of stakeholders assembled to participate in the review, throughout the organization and report on the efficiencies and
evaluation, and selection process of the CRM system. Priority was effectiveness of their use.
given to finding an easy-to-use solution that provided direct benefits 8. Implement a system that is highly open, robust, and scalable
to users so they would be motivated, rather than forced, to use the as the amount of information you gather and manage will
new system. The new system was to: be contact-, account-, and grow with the organization and increase over time. Make sure
household-centric; enable quick and easy sales-pipeline manage- your corporate IT is responsible for the integration strategy,
ment; identify the top 1 percent and top 10 percent of the bank’s cus- maintenance of master data, and adherence to technology
tomers; increase operational efficiencies, including integration with standards in connecting these new applications.
third-party applications; and be able to generate management 9. Identify your most profitable customers and provide prod-
reports for day-to-day operations as well as to keep the governing ucts, services, and promotions that keep them as happy,
board informed of the bank’s progress and achievements, earning loyal, customers.
their ongoing support. 10. Identify tangible and measurable links to business perfor-
After an evaluation process, Surado CRM was the choice, exceed- mance before implementing a CRM project. First identify the
ing all defined criteria and resulting in the retirement of multiple processes that require change, the current level of perfor-
existing systems and the cancellation of plans to buy an additional mance achieved, and ongoing improvements.
system. The bank’s CRM implementation was smooth and has had
powerful effects on operations. Management has greater control; Choosing a System
staff is empowered by fast access to a single source of comprehen- Today more than ever, companies are seeking to ensure that they
sive customer information, enabling them to provide better will realize a valuable return on investment from their CRM system.
customer service, and allowing account managers to manage sales To best achieve this, companies must first have a clear understand-
pipelines easily; and the Board receives detailed and timely reports. ing of what information they want to gather and how the CRM sys-
A clear vision and good planning and execution resulted in a CRM tem will be used to capture and analyze data to make further
system implementation that is helping Business Bank of California improvements in customer service.
to reach new heights. Most companies understand at some level that CRM is not
really about “managing” customers but rather about putting the
CEO’s Best Practices: customer at the center of the organization. And in providing addi-
10 Steps to a Successful CRM Initiative tional value to customers, customer loyalty increases and business
1. Business executives must “own” CRM projects, from identify- benefits accrue in many tangible ways, from increased sales to
ing goals and objectives to defining supporting business customer longevity.
processes and metrics to ensuring adequate funding for imple- Companies should seek a comprehensive overview of how CRM
mentation and support. Upper management buy-in and lead- can benefit the corporation, including how it interrelates with other
ership is critical to the success of any CRM initiative. initiatives. The planning and installation processes of a CRM
2. CRM projects need governance – not command and control. system are of critical importance. All customer touch points and
Recognize the dynamic and interdepartmental nature of their supporting business processes should be incorporated into the
marketing campaigns, sales interactions, and service calls, and system. This involves not only linking with the call center but also
4. >>> The CEO’s Guide to CRM Success
In selecting a solution, serious consideration should be given to
Key Benefits
how quickly, easily, and seamlessly integration with other applica-
tions can be achieved. Some CRM systems provide an easy means
• Enable everyone in your organization to achieve operational excel-
of integrating third-party back-office applications through an
lence with a single 360-degree view of the customer.
integration module. By using the module, integration time can be
• Facilitate successful execution of business performance philosophies reduced by as much as 80 percent.
such as Six Sigma, Lean, TQM, and the balanced scorecard. A module also allows system administrators to not only view
• Increase customer acquisition, retention, loyalty, and profitability with information from third-party or custom applications, but also to cre-
standardized and improved sales methodologies. ate and modify records from these databases directly into the CRM
system. A few simple steps are required – links are created by log-
• Automate redundant sales processes to better target resources,
ging on to a database, choosing the unique fields (such as account
increasing the number of opportunities closed and accounts man-
numbers) that will be the same in both systems, and selecting the
aged per sales representative.
fields that users will see in custom folder tabs. Data can then be
• Empower your sales team with real-time pipeline and forecasting to viewed and manipulated in real time, avoiding the need for cum-
direct focus to the most profitable opportunities. bersome import and export routines or other costly and time-
consuming custom solutions.
• Keep in touch with your customers, even when you are on the road,
By enabling the seamless linkage between applications and the
with access to complete account information on laptops, even when
CRM system, employees can click a folder tab to access information
disconnected from the Internet, and other mobile devices that are
from integrated back-office applications such as order management,
always in sync with corporate sites.
enterprise resource planning, supply chain management, financials,
• Quickly identify and provide prioritized response to your most logistics, or other verticals. In addition, automated data set updates
profitable customers and prospects. to back-office applications greatly reduce unnecessary duplicate data
• Utilize powerful business rules to automate tasks and target your best entry and facilitate data consistency with disparate applications
clients through up-sell and cross-sell marketing initiatives. throughout the enterprise.
The tight integration and real-time access to information has
• Enable marketing executives to quickly measure responses to mar-
many benefits, from reducing data redundancy, user account man-
keting initiatives on a real-time basis, identify trends, and maneuver to
agement, and end-user training on multiple applications to increas-
leverage the most successful campaigns.
ing data integrity and improving efficiency, including decreased
• Increase customer satisfaction through not only decreasing usage licensing costs for integrated applications.
customer inquiry response time but also through providing the right Whether your customer service and support representatives are
response the first time. courteous, responsive, and accurate will influence not only your cus-
• Provide customer self-service options to reduce costs, improve
tomers’ decision of whether to buy from you in the future but also
access, and increase customer satisfaction.
the feedback and recommendations they provide to their friends and
business associates. Every customer interaction is important and
• Provide timely customer service responses using sophisticated busi- impacts customer attitudes toward your company and resulting buy-
ness rules based on questions or other content such as keywords. ing decisions, so it is important to enable your employees to be
• Reduce unnecessary problem and inquiry escalation through the knowledge-workers, providing the best customer service possible.
automated monitoring of customer interactions such as representa- In order to be embraced by employees, the CRM system must
tive response times and frequency. make operational sense, fitting in with sales and customer care staff
tasks and processes rather than requiring meaningless external pre-
• Increase effectiveness and reduce costs by routing customer service
determined business processes. However, CRM initiatives provide
calls to the most appropriate customer service representative, such as
an excellent opportunity to step back and evaluate business goals,
by geographic location, specialty, or acuity.
objectives, and the business processes that support them and to
• Enable executives and management to be less reliant on IT to implement important changes to better meet your company’s
monitor the state of business through management analytics. changing needs.
Selecting a CRM vendor requires a clear vision and key metrics of
what needs to be accomplished through a CRM initiative. Although
integrating with other applications, such as e-business and back- not the only approach, an integrated CRM suite provided by one ven-
office applications including financials, production, shipping, dor will definitely help reduce the chaos of implementing multiple
logistics, and corporate databases. Integrating with other applica- vendors with disparate solutions. Regardless of which approach is
tions provides the opportunity to leverage existing technology taken, an implementation comprised of well-integrated CRM com-
investments while promoting a true 360-degree view of customer ponents will best achieve the promises of a customer relationship
interactions across the entire organization. management initiative. ■
As first appeared in Defying the Limits: The CRM Project. A Thought Leadership Project from Montgomery Research, Inc.,
Sponsored by Accenture.