Explore the simple steps your organization can take to leverage the full power of CRM. Learn how to develop a CRM Roadmap, increase end-user adoption and tips on how to identify quick wins which deliver immediate results. You will walk away from this webinar with a clear plan on how to optimize your entire CRM process.
3. Enhancing CRM
A successful Customer Relationship Management initiative
is about more than the technology.
Your CRM initiative touches people, both employees and
customers, and changes the processes of how they
interact.
This presentation outlines the elements you need to take
into consideration to maximize the effectiveness of your
initiative.
5. Define Processes
Identify your organizational goals and link to customer
facing processes
Leverage the CRM to support the business processes
Reports
Track customers
Forecasting
Activity
Embed in the organization
Integrations (Financial, ERP)
6. Prioritize Processes
Case Study: Alès Cosmetics
INDUSTRY: Cosmetics
KEY CHALLENGE: Organizational Reporting
SOLUTION: Remote access to salon and department store
purchase history through integration to financial
system and real-time reports
7.
8. Tips to Take Action
Review organizational goals and objectives
Define metrics related to these goals
Identify processes and prioritize based on objective
Map targeted customer facing processes
Example: Sales pipeline
Simple Structure use a Problem/Opportunity Analysis
Chart
Problem Causes Solutions
Extra supply from Poor Forecasting Improve
production forecasting thru
runs, shortage on tracking in
others Maximizer
10. Set Policies
New IT Policies
Examples:
High Data Quality
Data Cleansing
New Business Policies
Examples:
Leading handling
Lead transfer
11. Set Polices
Case Study: AIM
INDUSTRY: Manufacturing (Solder)
KEY CHALLENGE: Dirty Data
SOLUTION: Hired 12 people to clean-up database. Upgrade
from v8 to v12.
12. Tips to Take Action
Create a CRM Policy
Set usage standards…and write them down
Define conventions
Example: What are your sales pipeline definitions?
More fun…Create a CRM Manifesto
Target
Technical standards
Business standards
Ensure reporting standards are met
Automate enforcement
14. Plan Metrics
What are your CRM Initiative metrics?
How are you measuring them?
Ideas
Improve forecasting by X
# of activities created
Increase in incidents handled
Marketing Campaign ROI
System usage
15. Plan Metrics
Case Study: Siemens
INDUSTRY: Manufacturing
KEY CHALLENGE: Implement CRM in multiple independent countries
SOLUTION: Country unit with strongest focus on reporting
where most successful
16. Tips to Take Action
#1 Tip:
At Maximizer we see a strong correlation between reporting
and CRM success
Define your CRM initiative success criteria
18. Review Structure
Does your organizational structure support your CRM
Initiative?
Formally assign individuals and teams to roles that
support the process and CRM solution.
19. Review Structure
Case Study: Gemcom Software
INDUSTRY: Software (Mining)
KEY CHALLENGE: Ensuring sales best practices are consistent around
the globe
SOLUTION: Execute a global CRM initiative with involvement of
all regions a part of CRM team
20. Tips to Take Action
Formally assign responsibility for your CRM initiative and
technology
1 business lead, 1 technical lead
Assign a steering committee to regularly review, 1+ senior
managers/executives
Keep business lead from the same unit as the primary
users.
22. Audit Skillset
Does your team have training limiters?
Internal SME’s
Continuous training
Not just about the app, it’s about the
business processes the app supports
23. Tips to Take Action
Develop your own training & solution experts
Record CRM training for future viewing and new
employees
Take advantage of CRM training programs
Ensure provider has free training options
Build a CRM Internal Site for best practices
25. Create Rewards
Get Creative!
Faster Access to relevant data
Central source of customer data
Are the sales reps who successfully use the
system….successful?
26. Tips to Take Action
Build a good system for the work the user does
(Best chance of building additional intrinsic value)
Involve managers & user in design workshop
A CRM initiative may change job descriptions
Ideas
Launch parties/name the system
Sales Representatives compensated on opportunities
CSR’s rewarded customer satisfaction surveys
Outbound Telesales on # of calls made
Users compensated on notes made
28. Culture
Actively Build champions
Cultivate a culture that drives usage
In the most successful implementations…
…the team holds its self accountable to usage of the system
29. Build Culture
Case Study: Maximizer Software
INDUSTRY: Software
KEY CHALLENGE: Ensuring usage of Maximizer Software internally
SOLUTION: Built a culture of using Maximizer software
extensively
30. Tips to Take Action
Early Project
Get your team of stakeholders involved early
Keep the team informed
Train on business process supported by software
Long-term
Ensure mission critical business process are supported
Provide continuous training
Add new functionality and maintain as business changes
Integrate 3rd party applications
31. 7 Steps to Enhance CRM Performance
Successful Organizations:
Prioritize Processes
Set Policies
Plan Performance Metrics
Review Structure
Audit Skillsets
Create Rewards
Build a Culture