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Lead management case studies and best practices to increase Sales opportunities and value marketing investments
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Pat Group: Presentazione Corporate it-1.01
Lead Management Strategies
Lead managementHow to turn leads into clients
80% of lead generation marketing efforts are wasted and ignored by the
sales team
80%
43% of potential clients receive information after buying from another
vendor
43%
18%18% of leads do not receive
information following a request
data source:
Marketing Losses?
The time factorThe level of interest of a
potential client is inversely proportional to
the time that passes from the moment the
request is sent
Loss of informationInformation coming
from multiple channels is not always
synchronized and updated
Ineffective lead routingLeads are not routed
correctly based on the request, location or other
key factors
Duplicate dataLeads from multiple channels or collected during different phases create duplicate information
Incomplete dataData collected only partially does not allow for leads to be used to the best advantage
No MonitoringNo analysis of lead management and evaluation of performance indicators
Why?
SolutionsCentralized data management
Data collected by the marketing department is centralized, processed and managed based on
predefined business rules
Cross-channel lead managementUse multiple channels to communicate with clients
and improve the user experience
Process automationAutomate the lead management process so as to
reduce human error, accelerate management times and improve the process
Analysis and controlIdentify the most effective marketing channels and
performance indicators so as to constantly improve performance
Improved operational efficiencyUse software solutions and technology to improve
the efficiency of the sales team and lead management staff
Centralized information managementCollect leads into a centralized database where they can be standardized so as to avoid the loss of important information or the misalignment of key data
COLLECTION, CONTROL, COMPLETION AND STANDARDIZATION
OF DATA.TRACKING OF THE SOURCE CHANNEL
NON centralized informationAn example of a non-centralized approach to lead collection where the first contact is made by the distribution network:
When leads are managed directly by the distribution network:- The company does not have full control over the leads. Data is not centralized
- The agent does not always manage requests rapidly
- The agent is not always able to perform effective lead management
- A non-centralized lead cannot be used in future upselling or marketing activities
- The company does not have a view of the lead from first contact
Distribution network/SALES
first contact
sales process
Contracts
Not closed
Business decision and assignment rules
Centralized information managementAn example of centralized lead collection, standardization and assignment to the distribution network:
Contact center
Leads Database
Agent
Agent
Centralized information managementThe benefits of centralized lead collection compared to the distribution network:
Immediate vision of key dataThe data collected through all marketing channels or agents is standardized. The agent gets an immediate view of all the leads that are generated
Lead catalogingThe data can be cataloged more easily. No information is lost or fragmented
Application of assignment rulesAssignment rules can be applied and modified with ease and on the fly
Simplified post-request marketing activitiesCentralizing the data means that follow-up on leads generated form any source can be performed with ease
The data is standardizedThe data collected is checked and information filled in automatically based on pre-defined standards
Multi-channel lead managementA multi-channel lead management process providing advanced communication with users that:
Acme
- Uses social media to communicate- Is available via the voice channel- May be used for conversation- Fosters the use of proactive information
Multi-channel lead managementAn example of communication with the user during the lead management process:
The user fills out the information request form on the web site
The request is received by the contact center and assigned to
an operatorThe user receives a notification that the request is being dealt with and that
an operator will be in touch shortly
The operator updates the status of the request and assigns the
qualified lead to an agent for an appointmentThe prospect receives a text
message reminder of the appointment
After the appointment the agent comes to the office and updates
the information
Il cliente compila il survey
The operator makes the call and collects the information
DATA CONTROL AND MATCHING VIA A
CENTRALIZED DATABASE
The social media channelIntegrating the social media channel into the lead management process means that leads can be centralized and matched with existing client details
Il cliente compila il survey
FanPage Lead Generation
FACEBOOK API/HTTPS
DATASTANDARDIZATION
CLIENT DETAILS
TWITTER NOTIFICATIONS OF DM OR MENTIONS
DATA CONTROL AND MATCHING VIA A
CENTRALIZED DATABASE
QUALIFICATION AS FOLLOWER
One2one via TwitterIntegration of Twitter for marketing messages and one2one qualification, managed and personalized based on business rules
Il cliente compila il survey
DATASTANDARDIZATION
CLIENT DETAILS
Followers
BUSINESS RULES
@jsmith: Don’t miss the opening of our new NY store. Come along and get a free gift! http://bit.ly/ow02$3
from @acmellc
Process automationApply business rules so as to automate process management and increase efficiency
Il cliente compila il survey
This is possible when:
1) Leads can be traced from the start, regardless of the channel used
2) Tasks are routed to the relevant operators automatically
3) The company has a constant view of the lead management process status
4) Automated decisional rules can be applied via Business Process Management tools so as to reduce management times and improve response efficiency
5) Events can be triggered automatically (e.g. generating a call at a call center) under certain circumstances (e.g. if an agent fails to provide a response or receives a call outside office hours) based on business rules
Business rules
CONTROL OF REQUEST RESPONSE STATUS
Process automationA practical example of automated task assignment when a request has been dropped:
CRM/BPM
IF THE REQUEST HAS NOT BEEN DEALT WITH WITHIN
ESTABLISHED TIMES THE LEAD IS AUTOMATICALLY
ASSIGNED TO A DIFFERENT OPERATOR/AGENT.
Process automation
Response times
Using advanced CRM and BPM systems allows for the application of decisional rules and control over processes aimed at reducing response times. Lowering response times increases the potential of transforming a lead into a client.
Resource optimization
Applying advanced Lead Management decisional rules means that resource availability and workload can be monitored so as to better distribute lead management activities.
How automating the Lead Management process helps solve problems and encourages the application of best practices
Improved operational efficiencyUsing software solutions to improve the efficiency of the resources tasked with lead management activities
Mobile applicationsAgents and operators involved in the process can access the CRM platform even while out of the office. This provides a significant reduction in latency times
Advanced CRM and BPM software for Lead ManagementThe contact center and sales agents are equipped with a CRM platform that functions based on the dynamics of accurate multi-channel lead management
Trylet windows and mobile applications for the approval processUsing software solutions to accelerate and automate the lead management approval process and assign leads
Analysis and controlDecisional and process automation rules can be progressively increased using business analysis tools that enable deep examination of methods which then allows improvements to be made to them
“Analyze the facts and speak with the data” Ishikawa Kaoru
Lead generation and management costsVerify the cost of generation and management of each lead coming from different marketing sources
Identify the best performing decisional rulesIdentify which business rules applied to the process perform the best and provide the best results
Data analysisCustomized data analysis, e.g.: Territorial lead analysis, analysis of resources used, resolution times, pipeline and routing rules
Pat Group: Presentazione Corporate it-1.01
Business analisys 1.3
Analysis and control
Lead management B2B/B2C
Lead management B2B2C
Service delivering
Pat Group: Presentazione Corporate it-1.01
Our software for lead management
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Today InfiniteCRM, now in its third release, is looking ahead to new technologies: mobile, social media and business process management services. For those companies that strongly believe in technological solutions that help them achieve their goal: leadership.
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mobile
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AUTOMATION CONTROL
REDUCED LATENCY ERROR REDUCTION
INTEGRATION PERFORMANCEBOOST
Brainbusiness is the native PBM platform for InfiniteCRM. It has been carefully crafted to manage and automate your key ITSM processes, greatly improving efficiency and helping to fill the IT gap.
Pat Group: Corporate en-1.00
Pat Group is the Italian company that has contributed to the success of more than 600 Italian and international companies for over 20 years by creating software solutions to improve their businesses, their information processes and to manage their most important asset: the customer.
Our goal is to provide to each organisation, public and private, solutions and software tools to improve the acquisition of new customers, offering tools for multi-channelled customer care and automating the management of corporate IT processes.
Ensure effective solutions for your business processes. Your leadership. Our mission.
Pat Group: Corporate en-1.00
Countries in which we operateBranches
123
MilanTreviso
Rome
Years of experience20
Active licenses15k
Patents filed3
Active clients613
Skills, experience and quality resulting from a journey that
started in 1992
Constant growth that rewards our commitment to
seek excellence
We strongly believe in research to stimulate
innovation
Companies and organisations that have
chosen us as their technological partner
Pat Group: Presentazione Corporate it-1.01
twitter @patgroupweb www.pat.it