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10步选择正确CRM系统
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10步选择正确CRM系统
1.
1
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如何在CRM项目早起获得成功 - 10个步骤选择正确的CRM
May 16, 2012 ©2011 SugarCRM Inc. All rights reserved.
3.
Agenda l 3个选择CRM的常见错误
l CRM项目初期成功路线 l 选择成功CRM的10个步骤 l 五个方法确保成功CRM实施 12-5-16 ©2012 SugarCRM Inc. All rights reserved. 3
4.
何时应该考虑购买或者更换CRM系统? l 销售下滑
l 客户丢失 l 说明问题的重要数据丢 失 l 客户数据越来越重要, 越来越庞大,越来越复 杂,导致难以管理 l 数据逐渐关联到企业的 不同部门 12-5-16 ©2012 SugarCRM Inc. All rights reserved. 4
5.
CRM前期成功路线
l 10步选择正确CRM解决 方案指导 l 5个方法来确保一个成功 的CRM实施 l 使你的CRM项目实现初 期成功 l 5个方法在你的销售团队 内提高CRM接受度 12-5-16 ©2012 SugarCRM Inc. All rights reserved. ©2011 5
6.
3个选择CRM时的常见错误 l 未仔细考虑新CRM系统需求背后的驱动力量
l 科技主导 l 未辨别CRM项目目标 12-5-16 ©2012 SugarCRM Inc. All rights reserved. 6
7.
10步选择正确的CRM解决方案
l 理解你的目标 l 定义你的需求 l 遵循一个流程 12-5-16 ©2012 SugarCRM Inc. All rights reserved. ©2011 7
8.
第一阶段 l 了解自己 12-5-16
©2012 SugarCRM Inc. All rights reserved. 8
9.
1. 看自己的企业 12-5-16
©2012 SugarCRM Inc. All rights reserved. 9
10.
2. 为团队选择合适的人
Follow Erin on twitter @EbullientErin 12-5-16 ©2012 SugarCRM Inc. All rights reserved. 10
11.
3. 政策性条款 l
金融-格雷姆-里奇-比利雷法 l 健康-HIPAA l 共有公司-Sarbanes-Oxley 法案(SAS70标准) 12-5-16 ©2012 SugarCRM Inc. All rights reserved. 11
12.
4. 预算,CRM运营方式 12-5-16
©2012 SugarCRM Inc. All rights reserved. 12
13.
Result l 一个需要改善的流程和活动列表
l 一个CRM决策团队,包括CRM用户 l 了解必须遵守的政策 l 大概的预算和打算如何使用CRM 12-5-16 ©2012 SugarCRM Inc. All rights reserved. 13
14.
第二阶段 l 了解你的需求 12-5-16
©2012 SugarCRM Inc. All rights reserved. 14
15.
5. 整合需求 12-5-16
©2012 SugarCRM Inc. All rights reserved. 15
16.
6. 支持需求 12-5-16
©2012 SugarCRM Inc. All rights reserved. 16
17.
7. 立体市场需求 12-5-16
©2012 SugarCRM Inc. All rights reserved. 17
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8. 功能性需求 12-5-16
©2012 SugarCRM Inc. All rights reserved. 18
19.
9. 财政要求 12-5-16
©2012 SugarCRM Inc. All rights reserved. 19
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10. 厂商要求 12-5-16
©2012 SugarCRM Inc. All rights reserved. 20
21.
遵循一个流程
l 目标 l 流程 l 人 l 科技 12-5-16 ©2011 SugarCRM Inc. All rights reserved. 21
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目标
流程 客户 人 科技 ©2009 SugarCRM Inc. All rights reserved. 05/08/09
23.
市场
销售 目标 流程 客户 人 科技 服务 ©2009 SugarCRM Inc. All rights reserved. 05/08/09
24.
市场
销售 目标 流程 客户 人 科技 服务 ©2009 SugarCRM Inc. All rights reserved. 05/08/09
25.
市场
销售 目标 流程 人 客户 科技 服务 ©2009 SugarCRM Inc. All rights reserved. 05/08/09
26.
5个方法确保成功CRM实施
l Get Buy-In l Ensure Functional Alignment l Identify a Beachhead l Make CRM The Process Entry Point l Scrub Data 12-5-16 ©2011 SugarCRM Inc. All rights reserved. 26
27.
Get Buy-In
l Every CRM effort needs a champion – preferably at the C-level l Every manager needs to be a champion, too, starting with sales managers l A lack of a champion sets the tone for all users l Champions are there at every step of the way 12-5-16 ©2011 SugarCRM Inc. All rights reserved. 27
28.
Ensure Functional Alignment
l Examine your customer-facing processes l Talk about what works and what doesn’t l Decide on key performance indicators (KPIs) Sales: Lead to Pipeline, Pipeline to Forecast, Forecast to Close Marketing: Lead to Qualified, Lead to Forecast, Lead to Close Support: Incident Volume, Incident Disposition Rates, Renewal Rates 12-5-16 ©2011 SugarCRM Inc. All rights reserved. 28
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Step Three: Identify
a Beachhead l CRM projects are not “big bangs” – they’re a series of small victories l Identifying beachheads from project to project allows you to seize on successes and catch failures early l Resist the temptation to enlarge scope or expand your goals 12-5-16 ©2011 SugarCRM Inc. All rights reserved. 29
30.
Make CRM the
Process Entry Point l Take the option of not using CRM off the table l Make CRM the place where your employees go to: Complete weekly lead reports Complete weekly sales forecasts Enter support incident reports …Among other tasks 12-5-16 ©2011 SugarCRM Inc. All rights reserved. 30
31.
Step Five: Scrub
Data l “Dirty data” is the secret killer of CRM success l Use tools and services that validate accurate data, append missing fields and merge duplicate records l Build a profile of the data you’re looking to collect and the formats you want to store it in 12-5-16 ©2011 SugarCRM Inc. All rights reserved. 31
32.
早期获得CRM项目的成功
l Think Big l Start Small l Move Quickly l Celebrate Often 12-5-16 ©2011 SugarCRM Inc. All rights reserved. 32
33.
Think Big
l 了解你的目标 l 短期长期分离 l 可衡量化 l 有基线 12-5-16 ©2011 SugarCRM Inc. All rights reserved. 33
34.
Start Small
l 定义前30天的目标 l 由一小部分先适用的人起 步 l 由简单流程开始 l 针对基线衡量 l 庆祝你的成功! 12-5-16 ©2011 SugarCRM Inc. All rights reserved. 34
35.
Move Quickly
l 成功孕育成功 l 洋葱的不同层 l 永远不要忘记原始目标 l 抛离感情来衡量目标 12-5-16 ©2011 SugarCRM Inc. All rights reserved. 35
36.
Celebrate Often
l 克服改变带来的恐惧的 最好方法是庆祝成功 l 成功孕育成功 l 对于里程碑的纪录和汇 报对你的成功有巨大意 义 12-5-16 ©2011 SugarCRM Inc. All rights reserved. 36
37.
5个方法来在你的销售团队内快速推广CRM
l 整理所有活动 l 自动化报表 l 共享情报 l 访问社交数据 l 自动化重复流程 12-5-16 ©2011 SugarCRM Inc. All rights reserved. 37
38.
Questions? richard.qi@srforce.com @Richard_Qi, @索孚方科
www.srforce.cn
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