Findings of "Customer Relationship Management Systems (CRM) for Manufacturers" Research Study, Manufacturing.net, March 2016

CUSTOMER
RELATIONSHIP
MANAGEMENT
FOR MANUFACTURERS WHO
MANAGE RELATIONSHIPS ACROSS
SALES, MARKETING, SERVICE &
THE 360° CUSTOMER EXPERIENCE.
Content fully credited to & adapted from:
Botta, M. (2016). Market Trends: CRM Systems. Advantage Business Media.

elogic.com
You want to...
give your customers a first-rate experience.
be mobile, and so do your customers.
have 24/7 access to all customer data.
give your customers 24/7 access to product & service information.
control all points on your customer's journey (Marketing -- Sales -- Field service).
increase market share.
run as efficiently as possible given tight margins.
build new & grow existing customer relationships.
In this presentation we will discuss the findings of
"Customer Relationship Management Systems (CRM) for Manufacturers"
Research Study, Manufacturing.net, March 2016

Many manufactures often use multiple
systems to track customer relationships.
If you are working on an old CRM
system, chances are within 3-5 years, it
could cost you your company.
By operating on a single platform, you can gain
greater insight to track lifecycles of the most
complicated products.
Using a disparate CRM may result in significant
data quality issues & lack of coordination across
departments.
elogic.com Content fully credited to & adapted from:

The proper CRM seamlessly collects, catalogs and delivers the necessary product, service,
customer and company data sourced from the field, multiple manufacturing location and
internal departments, providing immediate results for quick issue resolution.
Such flexibility further engages the customer and builds loyalty, allowing manufacturers
access to historical, brand and real-time up-to-date information.
Customers need to be given the
option to find a solution through
self-serve information on a website or
private portal or receive assistance
from a knowledgeable agent who has
all of the relevant information at hand.

Connect the internal and external
sales teams to a constant and timely
flow of information. In addition to sales
and revenue gains, you will see a cut
in customer response times, as well as
a slash in administrative duties.
It's more critical than ever that
manufacturers stay in close touch
with customers and markets to
remain well ahead of technical
improvements, emerging markets
and shifts in ordering patterns.

Since the manufacturing
sector often deals with
complexities and customer
needs far different from
those in retail and other
businesses, a good CRM
system should proactively
track demand levels,
inventory availability,
shipping schedules and use
analytics to help uncover
developing market trends
well before they actually
occur.

elogic.com
IntegratingarobustCRMwithanexistingERPsystemcandeliverthe
360-degreeviewthattoday'ssavvymanufacturingcompaniesdemand.
Set up properly, the integrated system will gather and instantly update data from
throughout the supply-demand pipeline, assess the latest products and services most
sought after by customers and help manufacturers respond to developing trends.

Manufacturers need to develop a clear ERP and CRM strategy going into the project
to ensure they obtain and access the most comprehensive data available.
ERP systems tend to be the backbone of manufacturing operations, containing all
of the sales, inventory, financial and other business data, so integrating the CRM
with the ERP platform is critical to understand what can be offered and delivered to
customers.
ThekeydatainERPmustbepulledintotheCRMsystemtohavethe360-
degreeviewneededtoservicecustomerneeds.
In all cases, manufacturers want to apply better BUSINESS INTELLIGENCE to their
company. Analyze customer data to figure out which customers are buying what
and even employ predictive analytics to predict future outcomes and trends. Drill-
downs of information give sales reps the tools to analyze open accounts and locate
newopportunitiesinthepipeline.

elogic.com
When integrated with the CRM, CPQ is available to partners and customers through a manufacturers
portal. Integration also tends to cut down on the problems previously encountered in misquoting
certain product sets.
In the highly complex manufacturing environment where any number of constantly changing
variables can have an effect on price, CPQ software eliminates the confusion, accurately defines price
with the click of a button and can be accessed remotely at any time -- With CRM Online, the
relationship built with CPQ, sparks innovation, mobility, and a tech enabled generation.

"If I'm a manufacturer and I can't see through to end-use customer
behavior, I have a much harder time with my new product
development, my marketing campaign and my lead generation.
Conversely, if I'm a channel partner, rep or distributor sitting out here
without access to those holistic, more market-based customer trends
from the manufacturer relevant to me, I'm not able to optimize my
marketing either."
- Mike Shields, CEO - eLogic

The more a manufacturer knows about the location, performance and age
of each piece of equipment sold, the easier it is to apply predictive
maintenance follow-through driving revenue -- Once a customer needs
service and they turn elsewhere for a solution, there's a good chance that
customer isn't coming back home. He or she is lost for good.

Field Service Management software
outside of CRM, ERP and asset
management packages, misses an
opportunity.
When FSM is embedded within CRM, it
allows manufacturers to integrate the
program with inventory, billing,
accounting and other back-office
systems.
- Mobile Applications
- Field Communications
- Streamlines Process
- Increases Productivity
- Expands Customer Service Options
- Promotes Brand and Boosts Long Term
Loyalty

Offlineaccessalso is a critical component for many manufacturing reps
operating in the field -- allow reps to download copies of needed data to
have all case and customer information available on the spot.
CRM can help by coupling commerce tools within the enterprise master
data and transaction sets to quickly factor into a pricequote any relevant
contract pricing, purchase history, inventory levels, freight and tax
considerations required.
43.6% ofrespondentsviewedMOBILEaccessaskeytoCRMsystem
capabilities,with41.6% identifyingOFFLINEaccesstodataasacritical
need.

"Now with tools available through IoT,
data becomes instantaneously
accessible and usable in an analytical
sense for new product development,
efficiency improvement, equipment
failures, upgrades, repairs and even
marketing efforts monitoring heavy
machinery wear....They literally improve
aftermarket performance by listening,
producing the data, reading it for what it
means and coming back through the
dealer to the owner to offer a lifecycle
service or upgrade"
elogic.com
Mike Shields, CEO eLogic

"IoTandotherfeedbackmechanismsoffertechnologythatiskeyto
managingthelifecycleservicesthatgeneratesignificantrevenue
fromtheexistingcustomerbase." - Mike Shields, eLogic
By using cloud-based IoT systems, manufacturers can keep in sync with
the latest emerging technologies, prompting innovation.
There is urgency to the adoption of cloud-based data sharing programs
in manufacturing -- in 3 to 5 years even a customer base that is solid
today could dwindle without such mechanisms.
Ifyoumissthischance,youwon'tbeabletochangeyourselling
practicesintimetoberelevantagain.

The up-and-coming talent,
comfortable with smartphones, tablets
and other devices and digital services,
expects to join an environment that
has the latest technology.
In those cases, some companies make
the switch to a CRM system to attract
talent and to preserve some of the
legacy information before it walks out
the door to retirement.
The fundamental point for companies
switching to a CRM system isn’t about
solving talent issues, but modernizing
systems to feel more like the tools
employees are used to using outside
of work.

Manufacturers implementing or upgrading a CRM system to first
spend a lot of time meeting with their teams to understand exactly
what they do from a business perspective, the processes involved,
how they service customers and the nature of their marketing
techniques before the project heads into the design phase.
For manufacturers ready to get the most out of a CRM system, a
great first step is finding a consultant that can guide the company to
the next level.

Findings of "Customer Relationship Management Systems (CRM) for Manufacturers" Research Study, Manufacturing.net, March 2016

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