Customer Relationship

Management

Charting Your Course Towards the

Customer-Centric Business of the Future

Agenda
Part 1 - CRM Strategy
Part 2 - CRM Implementation

CRM Strategy & Implementation

Part 1

CRM Strategy

CRM
Three small letters, with three core concepts:
Customer

(Constituents/ Stakeholders)

The heart of your organisation

Relationship The key to growing your company through engagement with

your prospects, customers and stakeholders

Management Managing these stakeholder relationships to increase

lifetime value

CRM Strategy & Implementation

CRM Strategy
CRM is a business strategy whose outcomes
optimize profitability, revenue and customer
satisfaction by implementing customer-centric
processes (Gartner)
A CRM strategy cannot be developed in isolation.
It must be relevant and linked to the overall corporate strategy.

CRM Strategy & Implementation

Why is it important?
Successful CRM strategy will:

Help better understand the needs of every individual customer

Reduce customer churn - eg: lower selling costs
Increase leads - eg: referrals
Increase revenue per customer - eg: cross sell, upsell
Help deliver a consistent experience every time

CRM Strategy & Implementation

Challenges with Customer Interactions

CRM Strategy & Implementation

So what has changed?

Traditional buying model

CRM Strategy & Implementation

So what has changed? (cont)

A more complex buying model

The internet
Advances in

technology
Social Media
Changes in buyer
behaviour

CRM Strategy & Implementation

The Eight Building Blocks of CRM

(Gartner)

1. CRM Vision: : Leadership, Market Position, Value Proposition

2. CRM Strategy: Objectives, Segments, Effective Interaction
3. Valued Customer Experience

Understand Requirements
Monitor Expectations
Satisfaction vs. Competition
Collaboration and Feedback
Customer Communication

4. Organisational Collaboration

Culture and Structure

Customer Understanding
People: Skills, Competencies
Incentives and Compensation
Employee Communications
Partners and Suppliers

5. CRM Processes: Customer Life Cycle, Knowledge Management

6. CRM Information: Data, Analysis, One View Across Channels
7. CRM Technology: Applications, Architecture, Infrastructure
8. CRM Metrics: Value, Retention, Satisfaction, Loyalty, Cost to Serve

CRM Strategy & Implementation

CRM Strategy consideration

Information
abundance

Mobile trends

People

Social Media

Cloud trends

Customer
expectations
Customer
behaviour

Marketing
sophistication

Processes

Staff expectations

CRM Strategy & Implementation

Technology

Alternative products
and services

Big Data

Pricing Pressure

People

Communicate vision

Recognise customer-centric behaviour

Train staff on Customer Service and customer dispute resolution

Make customers front and centre for all key business decisions

Measure and report

o Surveys (written or face to face)

o Social media monitoring
o Mystery Shopping
o Management involved with Customer

CRM Strategy & Implementation

Processes

Lead management
Sales Pipeline management
o Call back responses
Accounts Management
o Record account specifics and all account interactions across the
organisation
o Customer care program
o Account Ratings Advocate, Passive, Detractor
Service Desk
o Case management
o Dispute recognition
o Social media management
Marketing
o Leverage technology, individual behaviours and context to drive more
personalized marketing and engage prospects and customers
CRM Strategy & Implementation

Technology
Implement a CRM System
o Use CRM to cement your process
o Make CRM central source of truth

o
o
o
o
o
o

Integrate your CRM system

Content Management System (CMS)
eCommerce platform
Marketing Automation software
Learning Management System
ERP
Accounting software

CRM Strategy & Implementation

From Product focused to Customer Centric

Features
Customer
Orientation

Product-Focused

Discrete transaction at a point in time

Event-oriented marketing
Narrow focus

Customer-Focused

Customer lifecycle orientation

Work with customer to solve both immediate and long term
issues
Build customer understanding art each interaction

Solution
Mindset

Narrow distribution of customer value proposition

Off-the-shelf products
Top-down design

Broad definition of customer value proposition

Bundles thats combines products, services and knowledge
Bottom-up, designed on the front lines

Advice
Orientation

Perceived as outsider selling in

Push product
Transactional relationship
Individual to individual

Working as an insider
Solution focus
Advisory relationship
Team-based selling

Customer
Interface

Centrally drive
Limited decision-making power in field
Incentives based on product economics and
individual performance

Innovation and authority at the front line with customer

Incentives based on customer economics and team
performance

Business
Processes

One size fits all approach

Customisation add complexity

Tailored business streams

Balance between customisation and complexity

Organisation
Linkages and
Metrics

Rigid organisational boundaries

Organisation solos control resources
Limited trues across organisational boundaries

Cross-organisational team
Join credit
High degree of organisational trust

Source: Booz Allen Hamilton

CRM Strategy & Implementation

CRM adoption curve

CRM Strategy & Implementation

CRM adoption curve

CRM Strategy & Implementation

CRM adoption curve

CRM Strategy & Implementation

CRM adoption curve

CRM Strategy & Implementation

CRM adoption curve

CRM Strategy & Implementation

Part 2

CRM Implementation

CRM Implementation
Planning
Product Vendor Selection
Scope
Data

Hosting
Rollout

CRM Strategy & Implementation

What is a CRM system?

CRM Strategy & Implementation

Generate Higher ROI on

Marketing Activities
Create and execute campaigns across marketing channels
Capture leads directly into CRM System
Measure return on investment of campaigns

CRM Strategy & Implementation

Increase the Productivity of

Your Sales Force
Organise sales information into a single system
Improve the productivity of sales individuals and teams
Gain greater visibility into sales performance

CRM Strategy & Implementation

Create a Consistent Customer

Experience

Central repository for customer support and product issues

Share knowledge and case resolutions across teams

Reduce costs through customer self-service

CRM Strategy & Implementation

Planning

Organisation objectives

Identify business problems

Document Planning and business processes

Team

Budget

Timing (1 to 3 months)

Effort

CRM Strategy & Implementation

Product & Vendor Selection

Selection Criteria
Criteria

Comments

Critical Mass

Proven product in the market

Product Roadmap

>1 release per year

Flexibility

Ease of deployment

Ease of Use

Ease of user adoption

Vendor Knowledge

Product knowledge, business and technical

Vendor Track record

Proven ability to deliver

Lock In

Data Jail, Contracts

Total Cost of Ownership

Hidden costs

CRM Strategy & Implementation

Scope
Data model

Accounts

Campaigns

Security Model
o Teams

Contacts

Leads

Opportunities

Quotes

Teams

Independent business units

Franchisee Rollout
Sales

o Roles

Roles

Blocking delete
View only fields/modules
Blocking export

CRM Strategy & Implementation

Activities

Scope (cont)
Processes
o Configurations versus customisation
o Fields and layouts
Processes Customisations
o Keep to a minimum
o Integrations and customer portal
Processes Workflows
o What automated processes eg call back times
o Complexity tradeoffs
Look to CRM best practice
o Dont re-invent the wheel

CRM Strategy & Implementation

Data migration

o
o
o

Clean up your data

Use spreadsheets if possible
Remove old and redundant information
Remove conflicting information

Dont over invest in data migration

o Focus on accounts and contacts and activities
o Importing data is ongoing

CRM Strategy & Implementation

Hosting

Hosting in the cloud

On Demand CRM growth is > 20% pa (Gartner)
75% of US organisations have at least one SaaS delivered application (IDC Research)
Advantages of cloud hosting:

Benefits
Managed by specialists
Manage patches and upgrades

Comment
You need good product knowledge at both an application and
infrastructure level.
Needs professional management

Reliability

Redundant mission critical infrastructure

Back up and Disaster recovery

Needs professional management

Speed

In house does not mean faster

Security
Cost

Pros and cons

More often than not it will be cheaper

CRM Strategy & Implementation

Rollout

Log activities in the system

o All sales information must reside in CRM
o All sales people need to be living in the CRM

All open leads and opportunities must have some planned follow-up activity
o The CRM will help you become more organised
o Follow up will be planned and not random

Develop a consistent set of dashboards for the team

CRM Strategy & Implementation

Rollout (cont)

Focus on user adoption

o Individual over management

o Run competitions/ incentive

o Encourage report writing and flexibility of changes

Make data integrity everybodys responsibility

Management
o Rely on CRM data
o On screen reports

CRM Strategy & Implementation

Take outs

Start small, Think Big, Move quickly

Establish a clear set of objectives that can be measured

Adjust metrics as needed to ensure ongoing commitment to CRM success

Use the system to cement CRM strategies and processes

Focus on people and organisational goals, not the product

Focus on how the system helps individual performance rather than management

Remove complexity. Eg Outsource your hosting

CRM Strategy & Implementation

A journey of a thousand miles

begins with a single step.

Lao-Tsu, Chinese philosopher (604 BC - 531 BC)

About Loaded
Smart solutions to unlock your customer potential.

Delivering business impact through CRM, Web, Marketing Automation and Business Intelligence
solutions.

Partnered with SugarCRM in 2005, attracted to open source model, flexibility and value. SugarCRM Gold
Partner since 2006.

Broadened offering over last 7 years to encompass total CRM journey with a wide range of CRM
integrations enabling business impact and ROI.

Clients sectors include IT products and services; not for profit; financial services; accounting firms; retail;
manufacturing/wholesale; and federal and state government.

CRM Strategy & Implementation

Complexity

Our approach total CRM journey

Why a Journey?

Business Intelligence Reporting

Deliver ROI at every stage

Web
Portal

Marketing Auto

Increase CRM adoption

Marketing

Deliver benefits faster

Sales

Call Centre
Support

Integration

Manage risk and cost

Social Collaboration
Marketing

Sales

Support

Integration
Marketing

Sales

Support

Integration
Marketing
Marketing

Sales

Support

Sales

Sales

Time
CRM Strategy & Implementation

Our partners
Loaded partners with world leading technology providers to ensure we have the best
software, infrastructure and supporting tools at our disposal, to support client needs.
SugarCRM is the worlds fastest growing CRM application.
Recently named in the Gartner Magic Quadrant
as a Visionary for Sales Force Automation

Pardot is a leading SAAS

marketing automation tool
recently acquired
by Salesforce.com

JasperSoft is a cloud based business intelligence

application with an exciting entry-level
solution offered in partnership with Amazon
Web Services bringing enterprise level BI
to any business

CRM Strategy & Implementation

Hubspot is a
comprehensive,
all-in-one
marketing platform

Contact
1300 LOADED

Email: info@loadedtech.com.au
Website: loadedtech.com.au
Address:
Ground Floor, 221 Miller Street,
North Sydney, NSW 2060, Australia

CRM Strategy & Implementation