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I. Understand CRM - Definitions
CRM: CRM is a focused approach to customer-related
processes. Gartner Says: CRM is a business strategy that
leverages specific technology, business processes, and a customer-focused culture and management philosophy to attract and retain profitable customers.
Reality: Companies today have always focused on their customers.
Companies today are addressing some of their customer-related activities, but may want to address more.
I. Understand CRM - Definitions
A CRM Strategy is executed in the form of a program and its projects
STRATEGY
PROGRAM
PROJECT A PROJECT B PROJECT C
Begins with a Business Strategy
Leads to a CRM Program
Program made up of a series of projects
I. Understand CRM - Definitions
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Potential CRM Scope
A COMMON GOAL:
360° Customer View
I. Understand CRM - Definitions
Marketing
Demographic Analysis
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Customer/Account Data
Analytics
Interaction Management
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• Enterprise-wide data repository containing account characteristics / buying habits
• Example: Contact info, activities, order placement, payment history
• Analyze data to generate target lists
I. Understand CRM - Definitions
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Analytics
Interaction Management
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Interaction Management
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Analytics
Interaction Management
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Interaction Management
Marketing
Demographic Analysis
Campaign Management
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Analytics
Interaction Management
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Interaction Management
• Planning
• Budgeting
• Forecasting
• Executing
• Tracking
I. Understand CRM - Definitions
Marketing
Demographic Analysis
Campaign Management
Marketing Material Mgt
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Customer/Account Data
Analytics
Interaction Management
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“Know your customers, focus your campaigns, and manage your marketing material”
• Develop
• Store
• Access
• Re-Use
I. Understand CRM - Definitions
Sales
Opportunity Management
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Customer/Account Data
Analytics
Interaction Management
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• Lead Tracking
• Sales Funnel
• Forecasting
I. Understand CRM - Definitions
Sales
Opportunity Management
Contact Management
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Customer/Account Data
Analytics
Interaction Management
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• Companies
• Contacts
• Activities
• Calendaring
• Response
• Templates
I. Understand CRM - Definitions
Sales
Opportunity Management
Contact Management
Order Placement
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Customer/Account Data
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Interaction Management
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“Manage the sales cycle and turn leads into orders”
• Proposal
Generation
• Configurator
• Automated Order
Placement
I. Understand CRM - Definitions
Customer Service
Call Center Mgt.
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Customer/Account Data
Analytics
Interaction Management
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• Call Routing
Software
I. Understand CRM - Definitions
Customer Service
Call Center Mgt.
Integrated Account Info.
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Customer/Account Data
Analytics
Interaction Management
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• Call Routing Software with a link to your account information.
• Access to ALL customer-related information.
• Example: Call logs, order history, order status, payment history, payment status
I. Understand CRM - Definitions
Customer Service
Call Center Mgt.
Integrated Account Info.
Cust. Service Automation
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Analytics
Interaction Management
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• Automating tasks to respond quicker to customer calls.
• Customer self-service via web.
• E-Mail response system.
I. Understand CRM - Definitions
Customer Service
Call Center Mgt.
Integrated Account Info.
Cust. Service Automation
Knowledge Management
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Customer/Account Data
Analytics
Interaction Management
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“Put your customers first by giving them information when and how they want it”
• Capture, store and retrieve information (How to solve different problems)
• Keyword searches to find problem and solution
• FAQ Online
I. Understand CRM - Definitions
Interaction Management
Multi-Media Mgt Tool
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Customer/Account Data
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Interaction Management• Captures
correspondences from web, phone, e-mail and faxes.
• Stores all types of media in a single repository for all to access.
“Manage all contact with your customer”
I. Understand CRM - Definitions
Legacy Integration
System Integration
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Interaction Management
“Integrate customer data from all systems”
• Interface back-end data with front-end systems
• Interface front-end system data to back-end
• Challenge is data synchronization.
Customer / Account Data
Collected data of all customer interactions
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Interaction Management
“Data warehouse is the nucleus for all data sent to Marketing, Sales, and Customer Service”
• Marketing Data
• Sales Data
• Cust. Svc Data
• Operational Data
• Data Warehouse
• Clean data
• Data Integration provides 360 view
I. Understand CRM - Definitions
Analytics
Understand customer behaviors and trends
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Analytics
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Interaction Management
“Turn analysis into action”
• Determine what behaviors or trends you are trying to detect
• Reporting tool used to query customer data (operational or warehoused)
• Analytics range from standard queries to statistical analysis to predictive modeling
• Dependent on clean, reliable data
I. Understand CRM - Benefits
Increased Revenue Improve Customer Retention Attract New Customers Up Sell – Cross Sell
Decreased Costs Automate Tasks Improve Campaign Efficiency Improve Forecast Accuracy and Timeliness
Intangibles Increase Customer Satisfaction Improve Product and Pricing Models Increase Knowledge Retention Differentiate yourself in the Marketplace Increase your Understanding of your Customers
I. Understand CRM – More about …
www.CRMCommunity.com This site offers white papers and research. This site also sponsors the eCRM Online University. Additional reports available via registration.
www.CRMGuru.com This site offers white papers and other research. CRM Solutions Guide and CRM Primer available with free registration.
www.CRMProject.com This site offers a number of free case studies and white papers. Montgomery Research runs the site.
www.intelligentcrm.com Check it out and see if the name fits! Less comprehensive than some of the other online CRM resources.
Bibliography: www.cgec.org
I. Understand CRM
QUESTIONS ?
II. Using CRM software
Installation of SugarCRM softwareReading documentation about it
http://www.sugarforge.org/content/documentation/
http://www.sugarcrm.com/crm/university/library
Starting to use it: http://crm.netprotect.ro
III. Create an email campaign using CRM software
http://www.sugarcrm.com/crm/index.php?option=com_university&task=file_open&tmpl=network&name=HDI_Email_Campaign
III. Create an email campaign using CRM software
Questions ?
Thank you !
