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CRM
HOW TO MANAGE YOUR CLIENTS EFFECTIVELY
#AEO
#Ungerboeck
#HolgerIsHappy
Ungerboeck Software
About
Holger
• 17+ years of experience in Tech,
Sales & Customer Success Mgmt
• Customer Centricity Promoter
• Digitalization enthusiast
• Business Process AnalystHolger.Friesz@ungerboeck.com
#HolgerIsHappy | @Holger_Fr
Ungerboeck Software
C ustomer
R elationship
M anagement
Ungerboeck Software
brand centric customer centric
Ungerboeck Software
“
„
You‘ve got to start with the
CUSTOMER EXPERIENCE and
work backwards to the technology.
- Steve Jobs
Ungerboeck Software
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Past Future
Ratio Booth Sales & Service Sales
Booth Sales Service Sales
Service Sales is the future
Ungerboeck Software
CUSTOMER VALUE OVER TIME
Source: Frederick F. Reichheld, The Loyality Effect, 96, S. 38
Ungerboeck Software
The customer
journey
• Who are your clients?
• What drives their behaviors?
• How do they engage with the
events process?
• When do they engage with you
and what do they want?
Determine the best opportunities for
you to interact with the different
audience groups
Ungerboeck Software
“ „
Our ultimate goal is not
digitalization, it is value realisation.
- Andrew Roswell-Jones, Gartner
Ungerboeck Software
Industry Observations
Sales is less proactive & consultative
No ‚real‘ realtionship building, instead ‚processing‘
mentality
Sales Staff without ‚real‘ quota or success based
compensation
Dashboards seen as gadgets rather than management
tools
Focus on sales only rather the entire process
Ungerboeck Software
What we learn from other Industries
Sales & Strategy is
driven by numbers
/ targets
Variable Pay Plan
40-50% of OTE (On
Target Earning)
True Sales People
have a client first
approach
Industry related:
Venue Sales focus
on services rather
SQM
Dashboards and
relevant KPIs are
core to sucessful
(self-)
management
Ungerboeck Software
Technology
should make
your life
easier –
not harder
Ungerboeck Software
Influence
of CRM
TECHNOLOGYPEOPLE
PROCESS
KNOWLEDGE
& INSIGHT
…affecting
1. Leadership & Culture
2. Customer Management
3. Business Models & Strategy
4. Communication & Transaction
Ungerboeck Software
Vertical vs.
horizontal CRMs Vertical CRMs
User community across
industries
Requires heavy customization
for event industry
Multiple systems required to
cover core processes
Training on different Systems
High IT costs to keep distributed
systems current
Horizontal CRMs
Unified platform for core
business processes
Operational excellence through
process optimization
Purpose built / event centric
functionalities
Single source of truth for data
Specialized training required
Ungerboeck Software
The unification of
CRM & Event
Management
360° Overview of Event and Clients à Focused Service
Event targeted Sales
All info for all departments at their fingertips at all times
Consistent data from acquisition to invoicing to
operations
Client data, orders, history
All event / production related information
Ungerboeck Software
Sales Post
GDPR
Methods change! Now, you will
spend the time only with
contacts that matter
Ungerboeck Software
DASHBOARDS
& KPI
Ungerboeck Software
KPIs FOR ORGANIZER
Sales & Marketing
Lead, Conversion,
Opportunities, Revenue by
customer (type)
Event related
Re-Booking, Churn,
Revenue / Margin by Event,
Booth Sales
Operational KPIs Stock Utilization, Session
Utilization, Catering
Financial KPIs Bookings, Bad Debt,
Outstanding Rev
Ungerboeck Software
DASHBOARD FOR VENUES
Everything at a glance. Organizer
pipeline. Ultilization. Sales
activities. Forecast. Drill-down
capabilities.
Ungerboeck Software
DASHBOARD FOR
CONFERENCE ORGANIZER
Everything at a glance. Registrants
pipeline. Sales activities. KPI and
statistics. Drill-down capabilities.
Ungerboeck Software
DASHBOARD FOR
EXHIBITION ORGANIZER
Everything at a glance. Exhibitor
pipeline. Sales activities. KPI and
statistics. Drill-down capabilities.
Ungerboeck Software
MOBILE DASHBOARDS Access all important KPI and
statistics on a mobile device.
Ungerboeck Software
CRM & Opportunity
Accuracy
Ungerboeck Software
Customer Relationship
Management
Customer Experience
is the driver of
revenue. Service
matters!
Loyalty is
almost priceless.
Value it!
Define the right KPIs
& measure it.
Dashboards are key!
(financial) targets
drive behavoir.
Benefit from it!
Ungerboeck Software
A fine
selection of
our valued
Partners
Ungerboeck Software
About
Ungerboeck
We believe in live communication & synergizing
the collaboration between people.
Since 33 years, our mission is to enable those,
who are working each day to bring people together
and to support their digital transformation journey.
We provide a leading technology platform to run
your core business processes for venues,
exhibition & conference management.

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CRM - How to manage your clients effectively