Having a Customer Relationship Management (CRM) software will not magically make your business magically attract and retain customers. It is estimated that more than 50% of CRM implementation fails and one of the major factors cited is the lack of initial strategy. In this session we're going to look at how your business can create a strategy for a successful CRM implementation.

1. Creating a CRM Strategy for
your Business
A structured approach to customer acquisition and
retention
Creating value through innovation and technology

2. Outline
• Definition of CRM
• CRM to achieve your business goals
• Assessing your customer acquisition and
retention
• Mapping CRM deliverables and processes
• CRM software supporting your business
processes
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3. What are the
PAINS in your
customer acquisition
and retention?
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4. 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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5. A company-wide business strategy designed to
efficiently increase profitability by solidifying
customer satisfaction, loyalty, and advocacy
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6. Levers of CRM
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7. wwww.pulego.co.za
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8. 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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9. 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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10. 1. Setting Business Goals
• Vision
• Mission
• Target Market
• Customer Segment
• Value proposition
• Products and Service
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11. 2. Diagnosis
Marketing Sales Service
S
W
O
T
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12. 4. Dissect
Problems (Weaknesses + Advantages (Strengths +
Threats) Opportunities)
• Why ________________ • What ________________
• Why ________________ • What ________________
• Why ________________ • What ________________
• Why ________________ • What ________________
• Why ________________ • What ________________
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13. 5. Direction
Solutions to problems:
1. ________________
2. ________________
3. ________________
Efforts on advantages:
1. ________________
2. ________________
3. ________________
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14. 6. Key Performance Indicators
Areas to map your measurable KPIs
• Marketing
• Sales
• Customer satisfaction
• Business performance
• Financial effectiveness
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15. 7. Resources
• People
• Technology
• Knowledge
• Support (suppliers)
• Financial
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16. 8. Business Processes
• Marketing
• Sales
• Service
• Delivery
• Support
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17. 9. Utilise CRM System
• Create target lists
• Run marketing campaigns
• Generate leads
• Generate opportunities
• Populate quotes, invoices, contracts
• Create activities
• Capture cases and bugs
• Generate reports
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18. CRM Applications
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19. Selecting you CRM System
• Supports Strategy
• Value for Money
• Reliability and Uptime
• Customer Service
• Technical Support
• Features
• Ease of Use
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20. About Us
What we do:
• Create value that empowers our customers to achieve
better results
What we offer:
• CRM Hosting and Support
• Training
• Consulting (software testing)
• Innovate Mobile Products
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21. 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
wwww.pulego.co.za
info@pulego.co.za