The document discusses optimizing a company's CRM/Salesforce investment through becoming more customer-centric. It provides an agenda covering a CRM solution, business case, return on investment, project team, key performance indicators, and timeline. The goal is to give customers what they want by understanding them, designing customer experiences, empowering frontline staff, and using metrics to drive continuous improvement.

1. Optimizing Your CRM /
Salesforce Investment
Mike Reardon, Strategic Enterprise Executive

2. Agenda
Customer-Centric
CRM Solution
Business Case
Return
Diabsolut Team
KPI's & Timeline
Executive Summary

3. Your Customer-Centric
Strategies & Tactics
Giving customers what they actually want

4. Getting to Know your CEO
Brand
Awareness
Revenues
Reproducibility
Segment
Growth
Brand
Awareness
Solution Offer
Source: March 10, 2014; Blog, CEO Corner

5. World-Class Customer Experience
• Begins Visible, Customer-Focused at the top (31% Change; 28% Ignored)
Leadership
• Customer profile or segmentation (80/20)
Understand your Customer
• All customer touch-points in-sync
Customer Experience Design
• For making decisions
Empower the Frontline
• As your greatest obstacle …
Engage the Back Office
• Beyond measuring … understanding & act
Metrics that Matter
Continuous Improvement • Identify & prioritize F A S T
Feedback
Source: Deloitte’s Customer-centricity
Publication

6. Visible, customer-focused leadership
Customer Life
Accountability
Common
Purpose (Front
& Back)
Real-time
Digital
Channels
Customer
Space

7. Understand your customer
Evidence-based
Decision
Making

8. Design the experience
Defined
Customer
Experience
(Old & New
Touch-points)
Customer Want
Info: Clear,
Accurate,
Efficient,
Friendly (During
Key Events)
Service
Promises Metric
& Events

9. Empower the Frontline

10. Engage the Back-Office
Common
Understanding
Engage
Recognize, it is
a Journey not a
Sprint

11. Metrics that Matter
Single
Customer
Metric across
organization
Metrics
Aligned to
Customer
Lifecycle and
Key Touch-
Points
Beyond
Robust
Metrics,
Interpret &
Act to Change

12. Feedback drives Continuous Improvement

13. Tangible Actions
Recognize
organizational
customer-centricity
Understand &
Document
Customer Lifecycle
& Key Touch-
Points
Analyze & Design
Accordingly
Execute immediate
and long-term
prioritized tasks
for improving
customer or
business-outcomes

14. CRM Solution
Giving customers what they actually want

16. Simply
Leads
Accounts
Contacts
Opportunities

17. Proven

18. Confirmed

19. Business Case
Giving customers what they actually want

22. Your # 1 Need
Your # 2 Need
Your # 3 Need

24. Strengthen
Processes or
SINK!
Nurture
Leads
(57.4%)
Properly
Qualifying
Oppties.
(51.3%)
Selling
Value
(48.7%)
And More
…

28. Value = CRM focused on Business-Outcomes
• Measurable Results
• Prioritized Actions
• Diagnostic Reports
• Business Model Support
• Operational Follow-up

31. Drill-Down
Color Console
Dashboards

33. Simply
Ensure
Transformation
Fluidity
• Documented
Productivity
Improvements (Do
More)
• Positive Revenue
Impact (Do it Faster)
• Cost Reductions (Do
it Better)
Confirm User
Adoption Rate
• Reinforce links and
reduce gaps between
people, process and
technology
• While mitigating
risks
Business
Outcome
Review
Roles & Profiles
Configuration
• Fields
• Pages
• Workflow
• Reports
Customization
• Ensure operational
flow between systems
and or dept.
Integration
• Email
• Accounting / ERP
• Marketing
•+++
Deliver
Proof of
Concept
• Visually demonstrate
analysis and design
•Ensure user adoption
• Establish
implementation
approach such as
‘Agile’
PoC
Business
bluePrint
Documentation
• Document Customer
Lifecycle & Key
Touch-Points
• Identify Risks and
Value
BPD
BPR
Business
Process
Review
• Recognize
organizational
customer-centricity
• Understand
Customer
Lifecycle & Key
Touch-Points

34. Proven

35. Confirmed

36. Return
Giving customers what they actually want

37. Example – Client Option B ROI
$29,576
Cost Details
Execution
Time
Average Salary
Cost /
Execution
Number of
Executions
Number of
Executors
Scheduling
Cost/Yr
[hr] [$/hr] $/Execution Yearly
Before 0.17 $35 $6 360 1 $ 2,100
After 0.03 $35 $1 360 1 $ 420
Savings/Year $ 1,680

38. ROI Value

39. Perhaps ROPE Instead

40. roi

41. Diabsolut Team
Giving customers what they actually want

42. Simply

43. Proven

44. Confirmed
Michael Back
President & CEO
Collective Point of Sale Solutions
(Elavon)
a division of US Bank
(416) 315-7659

45. KPI’s & Timelines
Giving customers what they actually want

46. Simply
• Status
• #
• # Qualified
• # Lost
• Review
Sales Funnel Analysis
• #
• Who
• What
• When …
Opportunities
Volume
• #
• What
• When
• Likelyhood Forecasting
• Set
• Measure
Goals
• #
Won / Loss +++
• Lead Flow
• Initial Coaching
Moment
• Campaign
Effectiveness
• Review Lead
Balance
• Revenue
Predictability
• Pinpoint Deal
Priorities
• Stay on Track
• Accountable
• Progress Review
• Total
• Source / Modified
• Stage Level
• Speed and more

47. Proven
Better Decisions.
Better Execution.
Set expectations
and improve
communication.
Better Coaching.
Changes Staff
Behavior.
Best Performance
Indicator
Ensure
Consistent
Activities

48. Confirmed

49. Alternatives
Giving customers what they actually want

50. Leave it to the Experts (4,689)

51. Executive Summary
Giving customers what they actually want