The presentation defines what CRM is, how you can develop a strategy and select the appropriate system for your business.

1. Creating value through innovation and technology
Growing Your Business
through CRM

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Presentation discusses…
• What CRM is
• How set-up a CRM strategy
• Key functionality in aCRM system
• Comparison of systems on the market
• Integrating CRM in your business

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What are the
PAINSin your
customer acquisition
and retention?

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5 Common Pains
Lose potential business
Customers care is a challenge
Don't track opportunities
Simply disorganised with scattered company
info
Low marketing efforts

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What is Customer
Relationship Management?

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A company-wide business strategy designed to
efficiently increase profitability by solidifying
customer satisfaction, loyalty, and advocacy

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Levers of CRM
Image by SugarCRM

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Why CRM Strategy?
“70% of CRM initiatives fail” – Cap Gemini Ernst & Young
“90% of enterprises cannot show a positive return on
CRM” – META Group
“75% of CRM initiatives fail to substantially impact the
customer experience” – Gartner

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Setting up your CRM
strategy…

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Strategy Process
1. Set business goals
2. Diagnosis
3. Dissect Problems and Opportunities
4. Map Direction
5. Set KPIs
6. Identify Resources
7. Outline Processes
8. Select CRM System

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1. Setting Business Goals
• Vision
• Mission
• Target Market
• Customer Segment
• Value proposition
• Products and Service

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2. Diagnosis
Marketing Sales Service
S
W
O
T

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4. Dissect
Problems (Weaknesses +
Threats)
• Why ________________
• Why ________________
• Why ________________
• Why ________________
• Why ________________
Advantages (Strengths +
Opportunities)
• What ________________
• What ________________
• What ________________
• What ________________
• What ________________

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5. Direction
Solutions to problems:
1. ________________
2. ________________
3. ________________
Efforts on advantages:
1. ________________
2. ________________
3. ________________

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6. Key Performance Indicators
Areas to map your measurable KPIs
• Marketing
• Sales
• Customer satisfaction
• Service delivery
• Financial effectiveness

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7. Resources
• People
• Technology
• Knowledge
• Support (suppliers)
• Financial

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8. Business Processes
• Marketing
• Sales
• Service
• Delivery
• Support

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9. Utilise CRM System
Image by SugarCRM

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Any CRM System Should
Offer your Business….

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Sales & Marketing Automation
 Campaign management
 Web to lead capture
 Email marketing
 ROI measurement
 Products, quotes, contracts
 Opportunity management
 Track sales activities (meetings, calls etc. & outcomes)

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Customer Service Automation
 Accounts management
 Support cases
 Bug tracking
 Email management
 Knowledge base
 Important dates (contract expiry,
payment reminder, birthdays etc)

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Team Collaboration
 Task management
 Project collaboration
 Track team activities for leads, cases,
contacts & opportunities
 Activity stream
 Document sharing
 Shared Calender

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Selecting you CRM System
• Supports Strategy
• Value for Money
• Reliability and Uptime
• Customer Service
• Technical Support
• Features
• Ease of Use

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CRM Applications

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Comparisons of CRM Systems on the
Market

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Salesforce
Microsoft
Dynamics
SugarCRM Zoho Vtiger
Price
(user/month)
$65 $44 $35 $12 $12
Editions
Various
packages
Standard
package
Various
package (free)
Various
package (free
3 users)
Standard &
free
Type Proprietary Proprietary Proprietary Open Source Open Source
Functional
Advantages
Variety of tool,
outbound
marketing
Integration
with MS tools
Social CRM,
3rd party
tools, self-
host
Price, simple
features &
language
Price & simple
features
Hosting Cloud based
Cloud based
& self-host
Cloud based
& self-host Cloud based
Cloud based
& self-host
Limitations Cost
Browser &
operating
system
Min 5 users Simplictic
Development
of features

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Integrating CRM in Your
Business
• CRM strategy and process
• Tools that apply to your business
• Lead from the front
• Get a good CRM experience
• Have good technical support
• Look out for best practice (articles, seminars,
webinars)

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3 Disciplines
 Discipline 1: Information Storage
– Database capable of important information about your
potential and current customers
 Discipline 2: The Right Information
– Your CRM system is for any information that adds value
to the customer relationship
 Discipline 3: CRM is a habit
– Make your CRM system a central part of your business
to get tremendous value from it

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BECAUSE…..
”CRM will Drive IT Spending in ’13
and Beyond” Gartner

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Business gains competitiveness
by improving..

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Easy access of CRM by…..
12/05/02

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Social media CRM gaining
momentum
12/05/02

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CRM has been on the cloud…
12/05/02

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Cost of CRM systems is reducing
12/05/02

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Is your business ready to invest in CRM?

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The End
Tshepo Thlaku
M: 074 117 2762
T: 012 771 2322
E: tshepo@pulego.co.za
www.pulego.co.za
Twitter: @pulego
Facebook: Pulego Communications