3. What is CRM?
• A ‘Relationship Management
System’
• Database of all customers, suppliers, staff.
– Segmented / Grouped / customise fields required
– Classify contacts by status, relationship, source, need etc
• Activity Management
– Diary for appointments
– Task management / delegation to other users
• Communication
– Bulk email or individual email
– SMS (short message service)
– Social media integration (Facebook and Twitter)
– Surveys
4. Why start with CRM?
• Two primary reasons people enquire about CRM
1. They’re struggling:
• Disorganised and working off separate ‘lists’
• Lost control of sales team, customers etc.
• Suffered a loss of data, theft, computer failure etc.
2. They’re in a growth phase:
• They have a number of staff if different locations
• They want to improve customer experience
• Market orientated, people focused, relevant marketing.
• They want to leverage their data better:
✓ Send regular newsletters with offers and promotions
✓ Understand their customers better and use surveys
5. Why use CRM?
Theory:
• Data is the Currency of Business / Organisation
• Every contact / member has a ‘Lifetime Value’
(Database: 400 spend £10 per month x 12 = £48K)
Reality:
• We need to understand our customers and their expectations
• Customer communication and service is critical
• Collaboration between staff / partners is essential
• Continuity of a business procedures (absence)
• We always need to improve the profitability of business
• Retaining customers is the best way to do it.
6. How CRM can help
• Provide a ‘Dashboard’ of all critical matrix
• You can’t manage what you can’t measure:
– Staff accountability and performance:
• Telephone activity
• Conversion ratios: Calls to appointments, sales calls
etc.
• Marketing performance:
– Online analytics:
• Open rates of email campaigns
• Click through rates
• Page views
• Return on investment (ROI)
8. Customer Relationship Management
(CRM) Benefits
Benefit Examples
24/7/365 operation Web-based interfaces
Individualized service Learn how each customer defines product and service
quality
Improved information Integrate all information for all points of contact
Improved problem
identification/resolution
Improved record keeping and efficient methods of
capturing customer complaints
Optimized processes Integrated information removes information handoffs
Improved integration Information from the CRM can be integrated with other
systems to streamline business processes
Improved product
development
Tracking customer behavior over time helps to identify
future product and service offerings
Improved planning Provides mechanisms for managing and scheduling
sales follow-ups
9. Case Studies
1. A company is email services provider. It email services goes
down on Monday morning unannounced. What is the
messaging to customers and other customer services
strategy ?
2. An insurance company has unusual number of claim
rejections ? What should be customer services strategy? Use
car insurance as example .
3. An website of ecommerce store goes down during festive
sale due to excess load. How would they handle customers
who did not get the offers which they want due to site
remaining down .
11. Key Reasons for successful
implementation of CRM
• Executive Buyin : Senior management to use CRM, avoid some offline
excel sheets
• Align Departmental Strategy : Get every stake holder on board
• Business strategy first technology next : It is about C “Customer”
• Minimise financial Risks : CRM is for long haul avoid losses or it will go on a
backburner
• Look for quick success : Get some quick benefit
• Focus on what matters
• Have clean, simple data : Scrub data, have CRM social , mobile
• CRM is for Reps first and not only for reporting or monitoring
• Employee buying
12. Why CRM implementations fail
One strategy sure to cripple any CRM initiative, experts find, is leading with
the technology and not a legitimate business case for implementing a CRM
system. To achieve a 360-degree view of customers, CRM project leaders
need to gain a 360-degree view of their own business first. Below are the
reasons for successful CRM implementation
1. Lack of Focus : Why CRM is implemented
2. No Executive buy-in (Lack of commitement) : Some other tool used for
reporting / sales forecasts
3. Lack of employee training
4. CRM Design : to do tasks not meant to core like monitoring employees,
expense management of employees etc
5. Lack of proper service provider
6. Poor Process Design
14. Key Elements of a CRM Strategy
• Policies and Business Processes
– Reflect a customer-focused culture
• Customer Service
– Quality, satisfaction, enhanced customer experience
• Employee Training
– For employees from all areas
• Data Collection, Analysis, and Sharing
– Track all aspects of the customer experience
