Did you know that 70% of all CRM implementations fail? So, if you want to be part of the successful 30%, where do you start?
Finally, picka technology that will enable your people to implement the business process changes needed to achieve your goals. By following this flow, you ensure that you pick a technology that will fit around your business processes vs having to change your business processes to fit around the technology.In short, CRM is a business strategy, not just a software solution.
And as with every business strategy, companies don’t succeed by boiling the ocean but by evolving their processes along the way.
I have found that far too many companies get stuck in the Manual Stage, working hard but never seeming to make progress. They find that they are routinely losing new sales deals and losing existing customers to their competitors. Only by defining and investing in a CRM strategy will you be able to climb the CRM Adoption Curve and differentiate yourself from your competitors.It is important to note that true competitive differentiation only starts truly effecting the business once you have reached the Defined and Optimized stages. You will see this in the arc of the curve on this chart. It is too easy to buy generic CRM software solutions that your competitors are also purchasing and find yourself looking no different than your competitors to your prospects and customers. It is only by achieving the Optimized Stage that you truly become “one of a kind” to your customers.
Social CRM plays an important role in the next evolution of CRM technology. I’m a firm believer in creating applications that add value to the individual user. While SalesForce (and Sugar) have been creating CRM applications accessible for low cost in a Web browser, the Internet has enabled new modes of sales rep interaction that the old CRM software model doesn’t leverage. We need to bring those into Sugar, exactly as you describe. I want the individual sales rep to want to use Sugar. The ability to easily manage thousands of relationships as provided by Social CRM tools is going to unleash whole new levels of highly personalized and highly relevant commerce. How exactly we see that unfolding is an interesting discussion to pursue in advance of SugarCon. I really liked the points made by Philippe Cases from Spoke about how Social CRM tools enable a single sales rep to proactively manage and nurture thousands of business relationships. I imagine scenarios here where email marketing campaigns are driven off of Tweets, changes in a company’s About Us page trigger customer retention programs, customer conversations are tracked across email/twitter/blog comments/forum posts, and more.
CRM Acceleration - Social CRM One Step at a Time
Social CRMOne Step at a Time<br />Clint Oram<br />VP Products and Co-founder<br />
Agenda<br />Introduction to SugarCRM<br />What is “Social” All About?<br />Why Should You Care?<br />Implications on Corporate/IT Structure<br />Where are We Today?<br />Glimpse at the Future<br />Q & A<br />
About SugarCRM<br />Founded in April 2004<br />6,000 Customers in 30 Countries<br />175,000 Community Members<br />130 Employees Worldwide<br />
Paul Greenberg<br />The customer is in control<br /> of the conversation.<br />SCRM is the company’s response to thecustomer’s control of the conversation.<br />There is no joint ownership of the conversation. But there is no control by one or the other of the relationship between them. Though the “power balance” can lean toward one or the other. Right now it leans to the customer.<br />
Martin Walsh<br />Social CRM is the process of converting content into conversations and extending these conversations into collaborative experiences and then transforming those experiences into meaningful relationships.<br />
In Summary<br />Social CRM is a component of CRM<br />Your prospects and customers are already using Social Media – Take Advantage!<br />Don’t try to do everything at once<br />Start with basics, allowing your sales team to gather more relevant information on your customers<br />