Learn 5 tips for improving the usage of your CRM system!

1. Now that I have my CRM,
what else can I do with it?
Chad Van Derrick, Principal
August 24, 2010

2. Swimfish Overview
Boutique software and consulting firm of highly skilled business and
technology professionals with expertise in CRM and collaboration.
Partnering with leading technology companies, such as LexisNexis®
and Microsoft®, Swimfish offers strategic solutions for business
relations specifically designed for professional-services organizations.
We enable organizations to easily monitor, connect,
and collaborate with their prospects, clients, and partners.
Focus on high user adoption and fast return on investment.
• Client service, business development and marketing solutions (CRM)
• Front-office workflow, compliance, and document management solutions
• Web-based solutions including Internet, Intranet, and Client Extranet sites
Stay current. Go deep. Move ahead …with Swimfish.
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

3. Service Offerings
LexisNexis Platinum Partner Services for CRM
• Certified application administrators and • Conversion and Integration Services
trainers on staff + Data conversions
• Focus on successful deployments + Integration with other systems: Vignette,
through data quality and change MS SharePoint, Capital IQ, Money
management for optimum user
adoption
Market Directory (MMD), Nelsons,
others…
• Provide managed services
+ Customization of functionality, interfaces,
+ Application Hosting (ASP) and process/workflow
+ Outsourced Help Desk
+ Report development and analytics
+ Data Steward Resources
• Comprehensive Training
InterAction CRM Productivity Toolkit + Classroom Training
• Focus on extended functionality for + Web-based Training
increased usage and adoption
+ Personalized Training
Microsoft Certified Partner
• Data Quality Services
• Hosted Dynamics CRM
• Hosted SharePoint 2010 • Deployment Analysis and Consulting
• Hosted Exchange Email
• Application Support and Maintenance
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

4. Now back to the question…
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

5. Now back to the question…
Q: Now that I have my CRM,
what else can I do with it?
A: Anything that increases adoption
Why? More usage =
more data of value =
more benefit for marketing =
more revenue for firm
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

6. CRM Adoption Tip #1
Integrate use of CRM
into work processes
Process |ˈpräˌses; ˈpräsәs; ˈprō-|
Noun
a series of actions or steps taken in
order to achieve a particular end
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

7. TargetMatrix lets you manage complex
lists easily within an opportunity
Create lists of View and edit Set status by latest activities
companies and additional fields within Perform mail merges
associate internal and a “spreadsheet” view,
or set in bulk across Import and export data
external contacts with
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

8. WebCapture links forms
on your Web site to your CRM
Your Website
Email Notification
A guest fills out a form on Contact is created or matched to existing Email sent alerting specific
your Web site contact; data from form is appended to users of Web site activity for
record proactive follow-up
Decide which forms Create contacts in a Creates relationship activity
to link to CRM separate list or as Stores data from web form
Shared Contacts
Get notified through email alerts
to you and your team
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

9. Turn-key Integration with SharePoint
ensures files are easy-to-access
Sore files at company, Files are readily Leverage SharePoint document
person, or “project” accessible in either management features such as
level within CRM CRM or SharePoint version control, workflow,
security, and searching
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

10. CRM Adoption Tip #2
Supplement your data
with "insider" information!
insider |inˈsīdәr|
Noun
a person within a organization privy to
information unavailable to others
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

11. Possible sources for data integration
Data Sources: Benefits:
• One-stop shop
• Can help personalize the user
experience
• Can assist in ensuring data
quality
Application Sources:
Tips:
• Must be relevant to your
users. Ask. Don’t assume!
• Determine potential value
based on job function or role
Internal Sources: • Use CRM security to limit
access to “sensitive”
Accounting information from third-parties
Data Warehouse / Reporting
Human Resources
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

12. CRM Adoption Tip #3
Make it a "destination”
destination |ˌdestәˈnā sh әn|
adjective
being a place that people
will make a special trip to visit
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

13. Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

14. Outlook CRM Intranet Search HR, accounting, … Support
Dashboard Marketing Timesheets & Files
Expenses
Benefits:
• Single Sign-On
• One-stop shop
• Integrated platform
Tips:
• Must be compelling on deployment.
• Doesn’t have to be expensive. You may
already have the building blocks to do this.
• Start with one department/function in mind
and then add to it as you achieve ROI.
• Integrate data/functionality between tabs for
an even larger payback!
• Enforce usage by blocking access to single
applications outside of this framework.
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

15. CRM Adoption Tip #4
Integrate with other
technologies
integrate |ˈintiˌgrāt|
verb [ trans. ]
combine (one thing) with another so
that they become a whole
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

16. Email Sweep addresses the issue
of… “Who is talking with whom?”
Activity Report
Outlook
Email
Submit emails Emails converted to activities based on Review report to edit or
ad hoc or based on rules both Company and User preferences delete activities
Decide which emails Professionals control Track relationship activity
to forward for what information from Link emails to opportunities
processing the email is captured,
and who can view it Reduce risk of exposure
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

17. Our Outlook application means you’re
never far away from your information
Access most of your
data through our
unique side-panel
application within
Outlook.
You can easily:
Find contacts
View opportunities
Edit forecast
Access Content™
View LinkedIn®
Add activities
View WatchList™
Add reminders
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

18. Our Outlook application means you’re
never far away from your information
Access most of your
data through our
unique side-panel
application within
Outlook.
You can easily:
Find contacts
View opportunities
Edit forecast
Access Content™
View LinkedIn®
Add activities
View WatchList™
Add reminders
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

19. CRM Adoption Tip #5
Make it ubiquitous
ubiquitous |yoōˈbikwәtәs|
adjective
present, appearing, or found
everywhere
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

20. Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

21. Enjoy pervasive access
with Swimfish Anywhere
Copyright 2010 Swimfish, Inc. | Now that I have CRM, what can I do with it?

22. Thank You!
Best practices: blog.swimfish.com
Email: chad.vanderrick@swimfish.com
Phone: 978.767.2650
Web: www.swimfish.com/toolkit
Twitter: twitter.com/SwimfishTweets