Integrated Accounting Partnership : CRM, Marketing, Financial Tools, Research & Cloud

By: Daniel Kiflai

Agenda

1. Issues Defined2. CRM – What is it? 3. Integrating CRM & Marketing

Strategy: Definition, Benefits, Issues, Real life Example, and Potential Vendors

4. Implementing a CRM System5. Financial Tools6. Research: Criteria, Tools, Search

Operators, and Example7. Cloud Business Application: Benefits

and Concerns8. Conclusion: Recommendations

Issues Outlined

1. Stagnating Business2. IAP’s Inability to target

new Clients3. Employees have no

remote access to documents and Applications

4. Not web resourceful5. Client access to financial

records and tax forms is severely limited

CRM: Definition, Goals and Benefits

What is CRM?What are the overall goals of a

CRM?Benefits of a CRM system to IAP:• Increased Customer Satisfaction• Increase Customer Loyalty to IAP• Sharing and Distribution of Data• Collaboration & Innovation

Integrating CRM & Marketing Strategy (Defined & Benefits

What is relationship marketing?Benefits of Implementing a CRM System:• Drive sales, expand business opportunities,

create new standards of customer satisfaction• CRM marketing can save IAP a boat load of

money by enabling them to directly target customers who are most likely to be interested in there services.

• IAP can also use CRM marketing as a form of email outreach that uses there database to make contact with there clients databases on an effective level.

• Identify missing opportunities• Limited only by Imagination

Integrating CRM & Marketing Strategy (Issues)

Issues with Implementing a CRM System:

• Training Costs• Overhead Costs• Record Loss• Privacy Concerns

Integrating CRM and Marketing Strategy (Sony & Kana Com)

Real Life Example: Sony & Kana Communications• Sony hired Kana to manage its Playstation Network(PSN)• PSN Network is as the software that connects PS3

Gamers to the internet so that they can make digital content purchases

• Banking and Personal Information is saved in this network

• Hackers targeted the PSN for over 5 years• In April,2011 hackers finally broke through and had

access to over 70 million user accounts and there banking information

• Sony could never recover from the scandal. Lost market share to Microsoft and Nintendo

Integrating CRM and Marketing Strategy (Potential Vendors)

Cloud Base Application – NetSuite

• Netsuite offers cloud storage and server maintenance but at a cost

Localized Application – Microsoft Dynamics

• Microsoft Dynamics allows you to store data locally and maintain your own system, but does IAP have the technical capabilities to take on such a task?

Implementing CRM System

Strategy Involved with Implementing a CRM System:

1. Assessment and Strategy

2. Setup3. Customization4. Learning & Growth5. Continuous

Improvement

Financial Tools

Online Tools that can be helpful for IAP’s clients:

• Financial Statement Viewing • Virtual Tax Forms • Blog & Forums • Live Video Conferencing • Storage linked with there cloud • Online Customer Service &

CRM Integration

Research

Research could be very helpful for IAP in finding new clients.

Some of the Criteria that IAP must consider when conducting market research are:

1. Market Size 2. Profitability of Market 3. Market Niche 4. Familiarity5. Competition6. Demographics7. Geographic 8. Psychographics

Research (Tools for Research)

Some of the research tools IAP can use are:

• Assessing Existing Clients • Blogs and Mailing Lists • Social Media Networks • Industry & Community

Events • Trade Papers,

Publications and Reports

Research: Search Operators

• Search Engines

• Professional Networking Sites

• Research Firms

Research Operator: Example• Toronto Area Startups (

http://toronto.areastartups.com/)

Cloud Business Applications (Advantages)

Some Benefits with Cloud Based Applications for IAP are:

• Cost Control • Storage Control & Scalability • Automated Service • Increased Mobility • Internal Resources are Freed

up • 24/7 service • Implementation made easy &

Capital Expenditure Free• Energy Savings • Time to market • Real-Estate Savings

Cloud Business Applications (Disadvantages)

Some of the concerns with cloud computing IAP must be aware are:

• Control of Data • Security Concerns • Latency Issues • Law & Regulation • Non-forecasted Costs • Software Loopholes • Connectivity• Integration

Conclusion

1. Adopt A cloud Based CRM system2. Implement a general cloud computing system3. Be Web Resourceful4. Plan for the training of employees5. Allow the viewing and updating of client financial information

through the store 6. Use social networking tools in your storefront to increase

communication and as a source of information for your CRM system

7. Setup web based tax forms than can be accessed both by individuals and organizations

8. Setup web based tax forms than can be accessed both by individuals and organizations