customer relationship management (crm) overview

ClaritySoft CRM

Take Control of Your Business!Organize, Automate, Execute

Your Customer is a revenue producing asset. Doesn’t it make sense to account for how that asset is managed and put to productive use?

Agenda

• What is CRM?

• How Can CRM Help Your Business?

• Why Do CRM projects fail• Successful CRM Implementation?

• Types of CRM Solutions

• Demo of CRM Solution

Why Focus on Customers?

• Finding new customers cost 5 times more than retaining current customers.

• Happy Customers Tell 2-3 friends about a positive experience.

• Unhappy customers tell 10 to 13 friends.

• 6 out of 7 customers who should complain don’t. They silently take their business elsewhere.

Harvard Business Review

What is CRM?

What is CRM?

• CRM is about leveraging people, process and technology to optimize your interactions with your prospects and customers.

• Objective: Acquire and retain Loyal Customers

CRM Example

• Friendly and Courteous (People)

• Information at their fingertips (Technology)• Resolved My Issue (Process)

• Up sold Me (Process)

• Positive Customer Experience

Customer Loyalty

• Customer Satisfaction– Overall, How satisfied are you with (brand)?– How likely are you to continue to purchase (brand)?– How likely are you to recommend (brand) to a friend/associate?

• Confidence– (Brand) is a name I can always trust.– (Brand) always delivers on what they promise.

Customer Satisfaction does NOT equal Customer Loyalty

Customer Sat + Emotional Attachment = Customer Loyalty

Customer Loyalty (cont)

• Integrity– (Brand) always treats me fairly.– If a problem arises, I can always count on (brand) to reach a fair

and satisfactory resolution.

• Pride– I feel proud to be (brand) customer.– (Brand) always treats me with respect.

• Passion– (brand) is the perfect company for people like me.– I can’t imagine a world without (brand)

Competitors

You have competitors working hard to acquire and retain loyal customers.

What Can CRM Do For You?

Get Organized

• Centralize Prospect & Customer Data• Capture information that helps you sell

and service more effectively• Segment Data• Manage Activities• Maintain interaction history• Manage shared Calendar

Automate Sales

• Account and Customer Management

• Establish a consistent sales process • Track your sales opportunities

• Forecast accurately

• Streamline quotation process

• Focus on closing business

Stay Top of Mind

• Segment data for targeted marketing campaigns

• Email Campaigns• Mail Campaigns

• Manage mail & email templates

What Can CRM Do For You?

• Better Customer Experience

• Better Customer Retention

• More Repeat Business• More New Customers

• More Revenue!!!!

Why Do CRM Implementations Fail?

Why Does CRM Fail?

• Gartner Group Estimates 65% of all CRM projects fail to deliver measurable value.

• Meta Group estimates 55 to 70% of CRM projects fail.

• Forrester 90% Best-In-Class companies supplement their CRM Solution with contact management software

Why Do CRM Projects Fail?

• User Adoption - #1 Cause for CRM Failure

• Doesn’t help the end user• Doesn’t work the way they do

• Complexity– Too Much Functionality– Trying to automate too much

How To Ensure A Successful CRM Implementation?

How To Succeed

• Clear / realistic vision• Simplicity & Usability• Spotlight the user interface- Reduce Complexity• Choose the right functionality for your business• Top of Mind Functionality• Insist on business leadership• Get the users involved• Clean Data• Start slow• Don’t try to do too much

Types of CRM Technology?

Types of CRM Solutions

SAAS Model – Software as a service

– Advantages• Low upfront cost• Limited IT Resources Required• No Additional Hardware Required

– Disadvantage• High long term costs• Usability – Doesn’t work the way sales people work• Your business data is NOT in house• Internet connection required

Types of CRM Solutions

• On-Premise CRM Solution– Advantages

• Rich User Interface – Reflects how you do business• Data Integration• You control your data• No Internet – No Problem

– Disadvantages• Higher Up Front Cost• More IT Resources Required• Longer Implementation times• Additional Hardware/Software Required

Types of CRM Solutions

• Hybrid – Best of both worlds– Advantages

• Rich User Experience

• Limited IT Required

• Quick Time to Value• Data Ownership Options

– Disadvantages• Client install required

Product Demo

CRM Software Demonstration

CRM

• Creating a positive customer experience• Leverage customer information

– Service, Sell, Market– Make better business decisions

• Delivering What you promise• Staying top of mind• Establishing a consistent sales process• Retaining Existing Customers• Converting prospects to loyal customers

Customer Management Goals

What Can CRM Do For You?

• Increase Sales– Retain and Sell More to Existing Customers– Convert More Prospects to Customers

• Operate More Efficiently• Forecast Sales Accurately• Execute Sales Process Consistently• Make Better Business Decisions• Segment and Market More Effectively

Most used CRM functionality

• Account & Contact Management

• Opportunity Management

• Sales Forecasting • Mail & Email Merge

• Task Management

• Activity History, Notes, Attachments