2. Agenda
1. Introduction
2. What is CRM?
3. How does CRM help a manufacturing company?
4. CRM Implementation Key Factors
5. Questions
3. My Profile: Antonio Ferrin
Agronomist Engineer specialized in Economics (UCO, Spain)
12 years experience in CRM Consultancy in Europe and Latin
America, in different roles (consultant, project/service manager and
sales & marketing manager) and sectors (manufacturing, utilities,
telecommunications, travel & transportation, banking, chemicals,
pharma,...).
6 years experience as CRM Instructor for Oracle University, delivering
Siebel training in Spain, Portugal, Peru, Netherlands and Sweden.
1 year experience as Marketing, Customer Service and CRM lecturer
in UPC (Universidad Peruana de Ciencias Aplicadas) and IPAE (Peru).
Administrator of LinkedIn Group “CRM en Latinoamérica + España”
http://www.linkedin.com/in/antonioferrin
4. What is CRM?
"CRM is a philosophy & a business strategy, supported by a
technology platform, business rules, workflow, processes &
social characteristics, designed to engage the customer in a
collaborative conversation in order to provide mutually
beneficial value in a trusted & transparent business
Paul Greenberg environment. It's the company's response to the customer's
ownership of the conversation."
"The company's response to the customer's control of the conversation."
6. Who is our customer?
Pharmaceutical Automotive Explosives
Company Manufacturer Manufacturer Clothing Retailer
Physician Car Dealer Mining Co.
Consumer Consumer Engineer He or She?
7. What are our customers looking for?
Do our customers really want what we think they want?
Do we offer products according to their specific needs?
How do we identify potential customers?
USA Cars Europe Cars
Market Market
8. Each customer has a value
Not all customers have the same value for the company, so the
company resources dedicated to each one should be different.
Customer lifetime value
Think in long relationships, not only in punctual sales.
9. Customer Asset Matrix
High
Key Invest to Invest to Win Damage
Protect Position
Protect Over Limitation
Large Share Counter Win the Careful
Customer Invest to Build
of Wallet Competition Opportunity Management
Potential
(Value to
Company) Manage for Build Manage for Manage for
Some Profitability Selectively Revenue Revenue
Potential
Manage for Manage for Manage for Consider
Transactional Profitability Profitability Revenue Divesting
Low
Highly Secure Secure Vulnerable Fragile
Strength of Relationship
High Low
(Value to Customer)
Source: Gartner
10. Manufacturing Company Flow
Raw Materials Raw Materials Production
Suppliers
Reception Storage Manufacturing
Products
Storage
CUSTOMERS Distributors Transportation
Retailers
11. Customer Life Cycle
STEP 1
Customer
Acquisition
STEP 4 STEP 2
Customer Customer
Retention Development
STEP 3
Customer
Commitment
12. How does CRM help my company?
Campaigns Events
Know our Loyalty Offers
customers Programs
Sales
Satisfaction Agenda
Surveys
360º View
Custom
Support Pricing
Claims Returns Orders
reduction
Contracts Sales Effectiveness
Focus on profitability
13. Analytical CRM: The Knowledge Pyramid
Goal
Predict
Transform the
transactional information
into knowledge to take
Understand decisions and suit
customer expectations,
predicting their behavior.
Manage Success Key
Define clear and
Report measurable indicators
14. CRM Implementation Roadmap: Key Success Factors
1. Leadership of the project in business areas, with support from IT. Scope
management.
2. Implement in different short phases, starting on those with a higher ROI for the
company.
3. Communication: Involve users in the project, identify benefits for them.
4. KPIs: Measure the success of the project.
