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- 1. ADMG 374 Online, Winter, 2013 Central Washington University Project Management Group #4 1
- 2. According to Salesforce.com, the #1 CRM cloud provider in 2011, Customer Relationship Management (CRM) is “your set of business processes and underlying applications that helps manage all your customer information, activities, and conversations.” 2
- 3. “No company can succeed without customers. If you don’t have customers, you don’t have a business. You have a hobby” –Don Peppers and Martha Rogers 3
- 4. 4
- 5. Acquire profitable Get customers Retain and/or win back profitable customers Eliminate non- $$ CRM Keep profitable customers Up-sell Cross-sell Referrals Grow Reduce overhead costs CRM goals in a nutshell Essential to CRM 5
- 6. CRM using CRM tool specifically CRM using stand alone products 6
- 7. 7
- 8. Companies are struggling to understand what customers are saying and to keep up with the customers Scaling solutions for this new channel is a major problem Better tools are needed – now No one has all the answers All use cases start with listening Collaboration is the key to reduce friction and to stimulate the relationship 8
- 9. 9
- 10. Social is empowering. Social works where all else fails. Social is convenient. Social is real-time. Social is real. 10
- 11. Current trends faced by businesses include: Intense market competition Globalization High flow rate of customers Higher cost of customers New social media challenges Higher cost of doing business Overhead expenses 11
- 12. CRM helps you help the customer ◦ Understand their needs ◦ Anticipate their needs ◦ Manage their needs CRM increases efficiency ◦ Faster decision making ◦ Personalized customer care CRM reduces costs ◦ Increases employee effectiveness ◦ Things can be done right the first time 12
- 13. 13
- 14. CRM applications can be used to create a unified database to share all prospect, customer, vendor, and competitor information so it can be easily accessed. Examples of available CRM tools Salesforce.com Microsoft Dynamics Oracle CRM InfusionSoft Batchbook 14
- 15. Utilizing CRM applications saves time and money by making the process easier and increasing productivity. Target the right customers Increase profits with good ROI customers Eliminate non-profitable customers Automate processes and save resources Marketing campaigns Communications Templates Generate reports on activity Measurable metrics 15
- 16. Selling a salesperson may be your most difficult task. They can be set in their ways Perhaps pride themselves on how they’ve maneuvered through the sales world over the years CRM can help support staff Automates tasks Saves time so they can do other things Activities are classified and prioritized Reporting provides measurable metrics 16
- 17. Identify customer needs What products are they buying? How often are they purchasing? Where are they located and are there specific geographic differences? What issues have they experienced that can be resolved? Additionally, how were the issues resolved in the past? Lead tracking Track new customers easily Maintain their information for future opportunities 17
- 18. Eliminates tribal knowledge Improves visibility across the organization Any exceptions are visible and well known 18
- 19. Measuring the non-monetary benefits of CRM Proactivity Concern for customers Customer centricity Technology orientation Personal touch Modesty Ethical practices Promotion through customers 19
- 20. Developing a base of satisfied and loyal customers is no accident. Being proactive in delivering superior solutions to customers must contain six attributes: Prompt attention to customer complaints Genuine interest in customer problems Fulfilling promises Providing relevant information Communicating effectively Cooperative attitude 20
- 21. Knowing customer Striving for their preferences satisfaction Maintaining customer relationships Genuine concern for Valuing customer customers input 21
- 22. Remembering names Maintaining a courteous attitude Remembering special days Birthdays Company event Each customer is unique so a personal touch goes a long way with customer loyalty! 22
- 23. Satisfied customers become brand ambassadors for your business Up to 25% of US adults use social media as a means to deliver business and product reviews 38% of US adults say it is their goal to influence others with online reviews 23
- 24. CRM will help your business improve customer relationships CRM will help you manage those relationships CRM increases employee productivity and proactivity CRM decreases costs allowing you to do more with less Many CRM tools are available, be sure to find the right one for your company Customers are your greatest asset! 24
- 25. Aun, M. A., & Gitomer, J. (2011). It's the Customer, Stupid!: 34 Wake-up Calls to Help You Stay Client-Focused. Hoboken: John Wiley & Sons. BigWebMoney.com, February 24, 2013. http://bigmoneyweb.com/saving-money-with-crm/ ConverSocial.com, February 23, 2013. http://www.conversocial.com/blog/entry/five-reasons-why-customers-want- social-customer-service-1 CRMInfoline.com, February 24, 2013. http://www.crminfoline.com/crm-articles/crm-gains.htm DestinationCRM.com, February 24, 2013. http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/Selling- CRM-to-Your-Sales-Force-47343.aspx Google.com, various images used, 2013. HarrisInteractive.com, February 24, 2013. http://www.harrisinteractive.com/NewsRoom/HarrisPolls/tabid/447/mid/1508/articleId/403/ctl/ReadCustom%20Default/ Default.aspx Jain, R., Jain, S., & Dhar , U. (2007). Curel: A scale for measuring customer relationship management effectiveness in service sector. Journal of Service Research, 7(1), 22,37-58. Retrieved from http://web.ebscohost.com.ezp.lib.cwu.edu/ehost/detail?sid=776105f0-5c63-400a-b132- d973d6f8233d@sessionmgr111&vid=1&hid=118&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ== MutualMind.com, February 23, 2013. http://mutualmind.com/blog/wp-content/uploads/2010/03/altimeter-18-usecases- social-crm.png Nash, Susan, Derek (2006). Customer Relationship Management. Team Technology. http://www.teamtechnology.co.uk/customerservice2.html Peppers, Don, Rodgers, Martha 2010; Managing Customer Relationships: A Strategic Framework, Second Edition; Wiley, John Wiley and Sons, Inc., Hoboken New Jersey. PremierSolutionsIntl, February 24, 2013. http://www.premiersolutionsintl.com/wp-content/uploads/SB-White-Paper.pdf Qi, L., Wang, K., Wang, X.,& Zhang, F.(2008). Research on the Relationship Among Market Orientation, Customer Relationship Management, Customer Knowledge Management and Business Performance. Management Science & Engineering, 2(1), 31-37. Salesforce.com, February 11, 2013. CRM And Cloud Computing To Grow Your Business. www.salesforce.com SmallBizTrends.com, February 24, 2013. http://smallbiztrends.com/2011/01/9-crm-apps-small-business.html Zoho.com, February 11, 2013. CRM Benefits to SMBs. http://www.zoho.com/crm/crm-benefits.html 25
Editor's Notes
- Welcome to “The Wonderful World of CRM” webinar! Today we will be discussing Customer Relationship Management, including what it is, why it’s important, how it can be used and what it can do for your business.
- According to Salesforce.com, the #1 CRM cloud provider in 2011, Customer Relationship Management (CRM) is “your set of business processes and underlying applications that helps manage all your customer information, activities, and conversations.” So while CRM cannot help you physically sell more products, by actively managing your customer relationship, it will help you increase profitability while decreasing costs and improving efficiency. Actively managing customer relationships is becoming a more popular and less expensive way of keeping track of legacy customer relationships that can get lost in the shuffle of turn over and over the years.
- “No company can succeed without customers. If you don’t have customers, you don’t have a business. You have a hobby.” (pause)In 2011 Salesforce.com was number one worldwide for software as a service and cloud provider of CRM. It is one of the most popular CRM tools in the United States. Thousands of companies use Salesforce as their CRM tool of choice, such as Wells Fargo Bank, Comcast, Living Social, American Red Cross, Toyota, Delta Air Lines, GE, Pandora, Electronic Arts, and Nikon. Customers are the lifeblood of any business so managing your customer relationships just makes sense!
- Customer relationship management consists of being able to manage relationships that you have built with customers. It combines business processes, people, and technology as a way to be keep current customers while also making new ones.You can learn your clientele’s behaviors easier and customize your product to them in many different ways, including social media, which is becoming a more and more popular marketing strategy. CRM involves a lot of different areas like sales, marketing, and customer service. (Debbie – perhaps here you can read some of the bullets on the slide as well – as if we were giving the presentation in person)
- Customer Relationship Management is about making decisions with the end goal of increasing the value of the customer base through better relationships with customers, usually on an individual basis. Businesses should focus on their customers as the key to competitive advantage by creating new shareholder value. Shareholder value can be achieved by preserving and growing the value or the customer base. The goal of every company is to simply get, keep, and grow customers. Don Peppers and Martha Rogers, authors of Managing Customer Relationships: A Strategic Framework, believe that certain aspects of business are essential to maintaining customer relationships. At the top of their list are: acquiring profitable customers, retaining or winning back profitable customers, eliminating non-profitable customers, upselling and cross-selling, earning referrals, and reducing overhead costs.
- While products like Microsoft Outlook and Excel are helpful in customer relationship management, they are often siloed and do not give you a 360 degree view of your customer relationships or interactions. As you can see here, CRM tools are a robust way to give you a full view of customer relationships and give you a more effective way to maintain, grow, or develop customer relations.
- As technology continues to change and evolve faster than most people can keep up, one new area that many companies are beginning to focus on is the so-called “social CRM” realm. This realm includes social media for the purpose of reaching customers and making money. Popular social media sites like Twitter and Facebook, are beginning to be leveraged as a means for companies to directly reach their end user customers. If a company knows how to leverage these sites for their benefit, they can’t go wrong. As MutualMind.com notes, companies are having a hard time understanding what customers want – even just as simply as understanding the basic language of their customers is difficult with all the tech slang and new wave lingo out there. Connecting with your customers directly through social media can improve your relationships by improving your communication and understanding of your end user customers.
- Seen here, the Altimeter Group provides 18 use cases of social CRM, including campaign tracking, social sales insights, rapid social response, crowdsourced R&D, enterprise collaboration and seamless customer experience. When used correctly, social CRM is definitely the new frontier for connecting business with their customers, especially as the global economy continues to take shape. Connecting to your end user through social media not only allows the business to gain direct insight to their customers but it also increases customer loyalty because the customer feels connected to the business as well! No longer are they simply “buying” your product, now they can ask questions and get answers immediately via Facebook walls or Twitter tweets. Customers in today’s economy want an individualized customer experience and social CRM can help your company give them that.
- it is imperative that the customerat initiation, is in charge of his/her experience, and that if need be, that customer can easily communicate with someone or have his/her questions answered promptly. According to ConverSocial.com, customers want social customer service for five main reasons. They want to feel empowered in their buying decisions. When normal customer service routes don’t work, they go social to get answers and to warn other customers. The customer experience is now more informed than ever thanks to social media networking. Customers can read real reviews from other consumers, see if issues have been handled appropriately and best of all, social media is convenient for customers. Also, using social media doesn’t cost the customer anything so it is appealing because it’s an inexpensive way to get information about businesses and products.
- Considered under such developmental trends as intense market competition, globalization, high flow rate of customers as well as the higher cost of customers, CRM can lend a hand to businesses to help them reach their customers’ demand and improve customers’ loyalty which means the business can get more profits from the loyalty of their existing customers. On the whole, CRM can bring excellent sales achievement, through total quality management; thereby greatly influencing profitability in a positive manner. The successful management of customer relationship can also improve customers’ satisfaction and loyalty, as well as refine the products’ quality. All of this can give positive effect on upgrading business performance.
- According to CRMInfoline.com, up to 70% of customers who walk away from a relationship with a company do so because of poor customer service. Knowing how to properly utilize the CRM tools available will help you gain the competitive advantage over your competitors. CRM helps you help the customer! By understanding, anticipating and managing your customer needs, you gain the advantage over companies who do not get these three basic concepts. CRM also enables businesses to make quick decisions while providing personalized customer care. Because CRM allows faster and personalized customer care, it also decreases overall cost. One of CRM’s main goals is to increase efficiency while also decreasing overall cost. The bottom line is that companies who fail to implement CRM will continue to lose their competitive advantage as the market continues to globalize.
- How can CRM be used? Here is a quick demo of the Salesforce.com site to give you an idea…
- CRM tools can be used to eliminate redundant information systems, thereby increasing efficiency and effectiveness of your employees in their customer interactions. It creates a one-stop shop where they can find customer information, including historical data, to help them better serve the customers. Many CRM tools include metrix dashboards to create a visual aid of things like sales, ROI, and leads. There are many CRM tools available and it is important to choose the one that offers the most robust features that fit your company’s needs. Some of the more popular CRM tools include Salesforce.com, Microsoft Dynamics, and a few smaller options like InfusionSoft and Batchbook.
- CRM tools help you save time and money by making the process easier and increasing employee productivity. CRM helps you target the “right” customers and eliminate non-profitable ones. CRM will help you see which customers are giving you the most return on investment and which are not. It will help you focus on the ones that are the most profitable to continue to increase profits and foster those relationships. CRM is great for helping automate processes, thereby saving resources. CRM can help with automating marketing campaigns and allows the use of templates for communications in many instances. Because everything about your customer relationships can be tracked using CRM tools, you can also generate reports on various aspects of the process. By having measurable metrics available, you can see just how you are growing your business or where additional needs are.
- One of the hardest things about implementing a CRM tool into your company may be selling it to your own employees. Salespeople are especially resistant to change especially when it affects how they do their job. Many successful salespeople pride themselves on the fact that they’ve learned how to turn customer relationships into dollars for their company. They may not see the benefit of using CRM if what they have been doing has been successful in the past. In order to get your employees excited about CRM, you have to tell them what’s in it for them. If employees see the tangible benefits of saved time and better automated organization, they will be much easier to convince that there’s something in it for them in using CRM tools. Tasks can be automated to save time and activities can be classified and prioritized. Also the report generating capabilities of CRM tools can provide management with easily identified metrics for what is working and what isn’t.
- CRM applications make it easier to access potential customers and take advantage of sales opportunities, while maintaining and improving relationships with legacy customers. By tracking customer behavior using CRM tools, you can see things like what products they are buying, how often they are purchasing, where they are located to identify any specific geographic needs and also any past issues and resolutions that you have had with them. Additionally, tracking new customers with CRM helps you grow and build those relationships much faster than if you had no relationship management in place.
- By using a CRM tool, your company has one consolidated point of view for sales and services. This in turn provides a quality of information that previously wasn’t available to companies not using CRM. By having a single point of reference, things cannot be disputed or interpreted. You create one place of reference where everyone sees the same information. If there are exceptions to a rule, everyone is privy to them because they are now publically visible, rather than being stashed away in someone’s email files or tribal knowledge. By improving visibility, you improve efficiency by eliminating miscommunication and lack of knowledge.
- Traditional ways of measuring Customer Relationship Management has been sales volume and revenue, return on investments, return on assets, profitability, transaction cost, market share, cash flows, and expected contribution margin. As good as these may be they are limited and fail to give insight into the overall performance of the organization. There must be some kind of measurement tool that is not financially based. Some of the non-monetary benefits of CRM include increased proactivity by employees, a concern for customers and a customer centric focus including a personal touch never seen before, better ethical practices and promotion through customers.
- Developing a base of satisfied and loyal customers is no accident. Being proactive in delivering superior solutions to customers must contain six attributes:Prompt attention to customer complaintsGenuine interest in customer problemsFulfilling promisesProviding relevant information’Communicating effectivelyCooperative attitudeBy recognizing and responding to the customers problems moves the customer to a comfort zone. The speed to the response is the determining factor in service quality.
- A customer is the central focus of operations of any business. The company should focus on knowing customer preferences, have a strong desire to maintain relationship with customer, and value their suggestions and striving for their satisfaction. Peter F. Drucker, considered to be the man who invented management, states that the purpose of business is to “create and keep customers.” It’s not about the little things but a cumulative of all things including treating them with respect that delivers superior value to the customer.
- A personal touch will give the customers a feeling of being treated special. Remembering their names, extending a warm or even courteous attitude towards customers pulls them into an emotional involvement with the service provider. Sending greetings on special occasions, special privileges and incentives to regular customers tells them they are important to you. Noting their birthday, wedding anniversary, festival or any other special day in their life provides a unique opportunity for your organization to be part of the happy moments in the life of the customer. CRM can help you maintain and track all of these simple yet effective uses of information. Each customer is unique which further adds to greater importance to personal touch.
- Word of mouth is a strong advertisement. Unhappy customers take away from an organization whereas satisfied customers bring in more customers. Happy customers serve as referrals, spokespersons with a high degree of credibility and are opinion leaders. Satisfied customers have more influence than the media making them brand ambassadors for you and recommending your organization to others. According to a 2010 Harris Poll, up to 25% of customers use social media to discuss brand satisfaction or dissatisfaction. Keeping your customer happy can mean the difference in what they tell their Facebook friends and Twitter followers about your business and products. Additionally, 38% of adults say they actually aim to influence others with online reviews.
- In summary, CRM tools can help you vastly improve your customer relationship by helping you actively manage them. CRM tools help save you time and money because automation increases productivity and eliminates non-value add tasks. Having information in one central location allows employees to be more proactive in their customer service and decreases costs because information doesn’t have to be hunted down. Many CRM tools are available so it is important to find the one that is right for your company. Most importantly, you must remember that customers are your greatest asset so managing your relationships with them will only increase your profitability!