ACT

Client Relationship Management System Implementation for the Armenian

Development Agency

Rick Shaddock, Computer Instructors Corportation

And MIGA – Investment Marketing Services

Introduction

• The Learning and Innovation Loan (LIL) of the World Bank seeks to build the capacity of the ADA to stimulate Armenia’s exports and foreign direct investment levels

• In particular, it seeks to make the ADA effective both in terms of reacting to investor enquiries and in terms of proactively seeking out new potential investors and export opportunities for Armenia

• As a consequence, it is anticipated that the volume of business contacts will increase dramatically.

• Hence, the ADA needs to be equipped with the right information and tracking systems to respond to the challenge of servicing potential investors and assisting exporters – in short a Contact Management System.

Definition of Client Relationship Management System (CRM)

• = a tool to provide a comprehensive approach to integrating every area of business that touches the customer - namely marketing, sales, customer service and field support.

• Alternative term: Contact Management Systems (CRM)

• The best CRMs are designed to integrate people, process and technology, taking advantage of the Internet.

Source: DCI's Customer Relationship Management Conference and Exposition. For more information, see http://www.dci.com/crm

Objectives of the Contact Management System Implementation

• To improve marketing and coordination efforts in the ADA

• To improve teamwork and knowledge sharing in the ADA

• To retain and track important investment data valuable for future reference and analysis

• To create standardization • To analyze FDI trends, economic changes,

investment climate and other statistical information derived from the system

Functionality in ACT!6.0

• Schedules and keeps detailed records of calls, appointments, company visits, email, mail correspondence, and all other contact with clients

• Generates reports for internal and external use• Does statistical and graphical analysis and evaluation of

marketing activities undertaken in the organization• Maintains an unlimited number of new inquiries and

tracks their progression through the stages of Inquiry, Lead, Committed, and Investor

• Tracks post-implementation data and captures reasons for waning of client interest in the project, country or sector

• Records and analyzes the total impact of an investment in the country

But…..

• Even the most sophisticated contact management system is only as good as the data entered.

• And it won’t lead to productivity gain, unless it is accompanied by organizational change

• “Learning” organizations – organizations that are constantly improving processes and in which a “can-do” mentality thrives – fair better in responding to the challenges of today’s fast changing business world

• “Integrative” organizations do better in implementing IT projects

Working together to make the ADA a first class economic development agency

E-PromotionE-Promotion

Traditional Investment PromotionTraditional Investment Promotion

Traditional organizationTraditional organizationTechnological organizationTechnological organization

Implementation Process

Decision: ACT

Needs assessment

INFRASTRUCTURE

Installation Data Migration Training

CRM Launch

Operation[Monitoring, identification of additional

training needs, Reporting ]

Customization

Training ScheduleCRM Training Schedule

SessionTime

MondayMarch 24

TuesdayMarch 25

WednesdayMarch 26

ThursdayMarch 27

FridayMarch 28

Morning10:00-13:00

ConferenceRoom

Everyone

EP room 14Export

Promotion

IP room 9Investor

Promotion

IS room 1Investor Servicing

EP room 14Export

Promotion

Lunch          

Afternoon14:00-17:00

IP room 9Investor

Promotion

IS room 1Investor Servicing

EP room 14Export

Promotion

IP room 9Investor

Promotion

IS room 1Investor Servicing

Questions & Answers

To give you a flavor of what you can expect, here are some screenshots of the software …..

Main field areas:• Record

classification fields

• Company & person information

• Physical address fields

• Mail address fields

• Personal fields

• Company classification fields

Customizable field entry order

Field entry order• Movement through fields can be

done with tab or enter key• Establishes the optimum

sequence for data entry• Only most used fields are in the

order sequence• Fully customizable

Relationship field: defines your relationship with the contact

• Client – person receiving services from the IPA (information, research, site visit, servicing, etc.)

• Contact Network – the network of personal and professional contacts that you have or could deal with in the future

• Unqualified lead – a contact from a database, business card, etc. of undetermined potential

• Qualified Lead – a contact that has been researched and is determined to be of promotional interest

• Service Provider – Providers of goods and services to the IPA or to its individuals

Line of Business Field: used extensively for determining group membership and for future searches of contacts

Important to decide on the major categories for use. Changes to field should be disabled

Not to be used to determine the relationship with you (for this we use the relationship field). Defines the contact’s main area of expertise, business or interest that may be of interest to you

Scheduling activity series:• Lead referral• Promotion campaign• Site visit• Registration process• Fairs and shows

Using activity series:• Programming of sequential activities• Example: main items of a promotion campaign• Activity series can originate from a start date or

work back from a target completion date

Using activity series:• Example: Investor facilitation – the site visit• All the planning, preparation, implementation

and follow-up steps required• Permits tracking and monitoring the entire

process• Avoids things from “falling through the cracks”

Multiple email addresses may be used

Tracking the pipeline of investment projects

• Used to manage the investment promotion process• For promotion follow-up• For reporting to Management• Preparation of reports to the Board of Directors,

donors and stakeholders• Monitoring effectiveness and cost benefit

– Entire program

– Regions

– Foreign offices

– Individual promoters

– Promotion teams

The Sales Pipeline Funnel

Results Benefits

Contacts (Potential Investors)Identification & Positioning

10,000 contacts

Country VisitsFacilitation100 visits

ApprovalsServices 15 approvals

InvestmentsClosing 10

investments

PresentationsProactive Marketing

1,000 presentations

Follow-up visitsFollow-up 50 follow-up visits

All promotional milestones should be put into sales opportunities

• Each opportunity is input only once• As the client is moved through the

different sales stages the probability is ajusted and the sales stage is updated

Jobs

Investment

Per Job

Invest-

mentSector

Type of investment Prob

ability

Sales stage

• Pipeline report by sales stages

• Reports global pipeline, pipeline of an individual promoter, for a specific lookup (region or groups of promoters), different time periods (month, semester, year, etc.)

• Organizes pipeline by sales stages:– Identification of lead

– Cold call

– Presentation

– Site visit

– Etc.

• Reports closed/won sales

• Sales organized under the contact person

• Used if several projects are being considered by one organization

• Organizes pipeline by % of probability

• Organizes pipeline of projects or investments by the responsible record manager

• Pipeline report by investment and months

• Pipeline report by jobs and months

• Line graph of Pipeline report by jobs and months

Manipulating databases

Lookups by selected SIC codes

Creating groups from lookups(lead qualification)

• A selected group is tagged during a lookup

• The lookup is used to creat a group• This group can be used for mass

mailing lists, cold calling, mass emails, etc.

Groups help us track relationships of all types

• This major group organizes all the stakeholders in the country

• Subgroups organize and illustrate key relationships with different institutions or promotional partners

The Groups function can be used to map almost any type of relationship and its activities