7 steps to enhance your crm performance
DESCRIPTION
Explore the simple steps your organization can take to leverage the full power of CRM. Learn how to develop a CRM Roadmap, increase end-user adoption and tips on how to identify quick wins which deliver immediate results. You will walk away from this webinar with a clear plan on how to optimize your entire CRM process.TRANSCRIPT
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Webinar Host
Neal CrannaDirector,
MarketingMaximizer Software
Guest Speaker
Desmond BristowProfessional Services
ManagerMaximizer Software
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Enhancing CRM Enhancing CRM
A successful Customer Relationship Management initiative is about more than the technology.
Your CRM initiative touches people, both employees and customers, and changes the processes of how they interact.
This presentation outlines the elements you need to take into consideration to maximize the effectiveness of your initiative.
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Define Processes
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Define ProcessesDefine Processes
Identify your organizational goals and link to customer facing processes
Leverage the CRM to support the business processes Reports Track customers Forecasting Activity
Embed in the organization Integrations (Financial, ERP)
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Prioritize Processes Case Study: Alès CosmeticsPrioritize Processes Case Study: Alès Cosmetics
INDUSTRY: Cosmetics
KEY CHALLENGE: Organizational Reporting
SOLUTION: Remote access to salon and department store purchase history through integration to financial system and real-time reports
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Tips to Take ActionTips to Take Action
Review organizational goals and objectives Define metrics related to these goals Identify processes and prioritize based on objective Map targeted customer facing processes
Example: Sales pipeline Simple Structure use a Problem/Opportunity
Analysis Chart
Problem Causes Solutions
Extra supply from production runs, shortage on others
Poor Forecasting
Improve forecasting thru tracking in Maximizer
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Define Polices
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Set PoliciesSet Policies
New IT Policies Examples:
High Data Quality Data Cleansing
New Business Policies Examples:
Leading handling Lead transfer
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Set Polices Case Study: AIMSet Polices Case Study: AIM
INDUSTRY: Manufacturing (Solder)
KEY CHALLENGE: Dirty Data
SOLUTION: Hired 12 people to clean-up database. Upgrade from v8 to v12.
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Tips to Take ActionTips to Take Action
Create a CRM Policy Set usage standards…and write them down Define conventions
Example: What are your sales pipeline definitions?
More fun…Create a CRM Manifesto Target
Technical standards Business standards Ensure reporting standards are met
Automate enforcement
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P Plan Performance Metrics
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Plan MetricsPlan Metrics
What are your CRM Initiative metrics? How are you measuring them?
Ideas Improve forecasting by X # of activities created Increase in incidents handled Marketing Campaign ROI System usage
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Plan Metrics Case Study: SiemensPlan Metrics Case Study: Siemens
INDUSTRY: Manufacturing
KEY CHALLENGE: Implement CRM in multiple independent countries
SOLUTION: Country unit with strongest focus on reporting where most successful
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Tips to Take ActionTips to Take Action
#1 Tip: At Maximizer we see a strong correlation between
reporting and CRM success
Define your CRM initiative success criteria
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Review Structure
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Review StructureReview Structure
Does your organizational structure support your CRM Initiative?
Formally assign individuals and teams to roles that support the process and CRM solution.
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Review StructureCase Study: Gemcom SoftwareReview StructureCase Study: Gemcom Software
INDUSTRY: Software (Mining)
KEY CHALLENGE: Ensuring sales best practices are consistent around the globe
SOLUTION: Execute a global CRM initiative with involvement of all regions a part of CRM team
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Tips to Take ActionTips to Take Action
Formally assign responsibility for your CRM initiative and technology 1 business lead, 1 technical lead
Assign a steering committee to regularly review, 1+ senior managers/executives
Keep business lead from the same unit as the primary users.
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Audit Skillsets
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Audit SkillsetAudit Skillset
Does your team have training limiters?
Internal SME’s
Continuous training
Not just about the app, it’s about the business processes the app supports
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Tips to Take ActionTips to Take Action
Develop your own training & solution experts
Record CRM training for future viewing and new employees
Take advantage of CRM training programs Ensure provider has free training options
Build a CRM Internal Site for best practices
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Create Rewards
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Create RewardsCreate Rewards
Get Creative! Faster Access to relevant data Central source of customer data
Are the sales reps who successfully use the system….successful?
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Tips to Take ActionTips to Take Action
Build a good system for the work the user does (Best chance of building additional intrinsic value) Involve managers & user in design workshop
A CRM initiative may change job descriptions
Ideas Launch parties/name the system Sales Representatives compensated on opportunities CSR’s rewarded customer satisfaction surveys Outbound Telesales on # of calls made Users compensated on notes made
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Build a Culture
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Culture Culture
Actively Build champions Cultivate a culture that drives usage
In the most successful implementations……the team holds its self accountable to usage of the system
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Build CultureCase Study: Maximizer SoftwareBuild CultureCase Study: Maximizer Software
INDUSTRY: Software
KEY CHALLENGE: Ensuring usage of Maximizer Software internally
SOLUTION: Built a culture of using Maximizer software extensively
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Tips to Take ActionTips to Take Action
Early Project Get your team of stakeholders involved early Keep the team informed Train on business process supported by software
Long-term Ensure mission critical business process are
supported Provide continuous training Add new functionality and maintain as business
changes Integrate 3rd party applications
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7 Steps to Enhance CRM Performance7 Steps to Enhance CRM Performance Successful Organizations:
Prioritize Processes Set Policies Plan Performance Metrics Review Structure Audit Skillsets Create Rewards Build a Culture
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Thank you! Questions?Thank you! Questions?
Desmond BristowManager, Professional Services
Phone: 604-639-3568Email: [email protected]