Creating a CRM Strategy for your Business

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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.

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Creating a CRM Strategy for your Business

  1. 1. Creating a CRM Strategy for your BusinessA structured approach to customer acquisition and retention Creating value through innovation and technology
  2. 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 processeswwww.pulego.co.za info@pulego.co.za
  3. 3. What are the PAINS in your customer acquisition and retention?wwww.pulego.co.za info@pulego.co.za
  4. 4. 5 Common Pains Lose potential business Customers care is a challenge Dont track opportunities Simply disorganised with scattered company info Low marketing effortswwww.pulego.co.za info@pulego.co.za
  5. 5. A company-wide business strategy designed to efficiently increase profitability by solidifying customer satisfaction, loyalty, and advocacywwww.pulego.co.za info@pulego.co.za
  6. 6. Levers of CRMwwww.pulego.co.za info@pulego.co.za
  7. 7. wwww.pulego.co.za info@pulego.co.za
  8. 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” – Gartnerwwww.pulego.co.za info@pulego.co.za
  9. 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 Systemwwww.pulego.co.za info@pulego.co.za
  10. 10. 1. Setting Business Goals • Vision • Mission • Target Market • Customer Segment • Value proposition • Products and Servicewwww.pulego.co.za info@pulego.co.za
  11. 11. 2. Diagnosis Marketing Sales Service S W O Twwww.pulego.co.za info@pulego.co.za
  12. 12. 4. Dissect Problems (Weaknesses + Advantages (Strengths + Threats) Opportunities) • Why ________________ • What ________________ • Why ________________ • What ________________ • Why ________________ • What ________________ • Why ________________ • What ________________ • Why ________________ • What ________________wwww.pulego.co.za info@pulego.co.za
  13. 13. 5. Direction Solutions to problems: 1. ________________ 2. ________________ 3. ________________ Efforts on advantages: 1. ________________ 2. ________________ 3. ________________wwww.pulego.co.za info@pulego.co.za
  14. 14. 6. Key Performance Indicators Areas to map your measurable KPIs • Marketing • Sales • Customer satisfaction • Business performance • Financial effectivenesswwww.pulego.co.za info@pulego.co.za
  15. 15. 7. Resources • People • Technology • Knowledge • Support (suppliers) • Financialwwww.pulego.co.za info@pulego.co.za
  16. 16. 8. Business Processes • Marketing • Sales • Service • Delivery • Supportwwww.pulego.co.za info@pulego.co.za
  17. 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 reportswwww.pulego.co.za info@pulego.co.za
  18. 18. CRM Applicationswwww.pulego.co.za info@pulego.co.za
  19. 19. Selecting you CRM System • Supports Strategy • Value for Money • Reliability and Uptime • Customer Service • Technical Support • Features • Ease of Usewwww.pulego.co.za info@pulego.co.za
  20. 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 Productswwww.pulego.co.za info@pulego.co.za
  21. 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 Communicationswwww.pulego.co.za info@pulego.co.za

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