crm are you ready for the change? david cosgrave crm product manager sage ireland technology 4...
TRANSCRIPT
CRMAre you ready for the change?
David CosgraveCRM Product ManagerSage Ireland
Technology 4 Business
Work Smart
Agenda
CRM – what is it and why
should you care?
Louis Copeland Case Study
Sage CRM Survey
What is CRM ?
Customer Relationship Management
Definition
“CRM is the process of managing all aspects of interaction a company has with its customers”
What is CRM?
CRM is not a technology any more than accountancy is a technology
A technique for building a profitable and sustainable business based on your customer relationships
In Summary :
– “Getting new customers and keeping the ones you have “
Why should you care about CRM?
High Cost of direct sales– CRM can help increase sales force productivity and in
turn contain or decrease the cost of sale
Increased competition- CRM puts you in better control
Need for better information- With CRM you know more about what is happening
with your people and your customers
Customer view of your business
Have you ever asked yourself – “what are we like to do business with ?”
– In research only about 20% of the time do customers talk about Price or features ; 80% of the time they talk about :
“They are easy to do business with”
“They are responsive or proactive”
“A service and a value tailored for me”
“Consistent Performance over time”
“They ask me questions”
“Great expertise”
….ALL Relationship based issues
What does a good relationship look like?
Remember the golden rule :
If you don’t look after your customers,
someone else will
The customer feels that you understand their needs and requirements
The customer feels that they are important and not just another number
You respond quickly and efficiently to your customers’ needs.
Sample Scenario before CRM
Customer calls with a pre-sales query and gives their details The sales rep discusses their needs & promises to call back
tomorrow with pricing The sales rep forgets, then is out of the office. The customer calls back, only to speak to a different rep, give
all their details again, promised a callback, doesn’t get it…… Sales rep calls back a few days after returning and finds
that…. Surprise surprise, the customer has bought elsewhere & has
told colleagues of how disorganised the company is
Sample Scenario after CRM
Customer calls with a pre-sales query and gives their details
Sales rep stores this information in CRM system, creates a sales lead and assigns it to herself. Promises to call back tomorrow with pricing
Sales rep gets a pop-up reminder tomorrow to call customer; she calls, gives prices and arranges follow-up call when she gets back to the office. Rep writes a note of what they discussed and how much she quoted
Customer wants to verify the pricing while sales rep is out – her colleague retrieves his details from the CRM system and reiterates the prices quoted by the other rep.
Customer decides to buy straight away & gets an excellent first impression of an efficient, customer-focussed organisation
Benefits of CRM
Improve Loyalty / Churn
Gain Competitive Advantage :– relationship based differentiation
Increase Sales Revenue
Increase Profitability
Improve internal Productivity
Enhance executive decision making
Decrease costs and expenses
Benefits for Your Salesperson
Easy to use
Centralized customer data
Automate redundant tasks
Integrate with applications you use everyday
Stay on top of all key deliverables
Increase quality and effectiveness of communications
Improve opportunity management and predictability
Benefits for Your Sales Manager
Enable every sales rep to perform like your best
Accelerate time to productivity
Increase quality/effectivenessof communications
Reduce administrative burden on sales force
Improve timely access to critical customer information
Improve business predictability
Ensure user adoption and productive use
Benefits for Your Admin/IT
Centralize customer data
Multiple levels of security
Flexible deployment and administration options
Speedy rollout to get users up and running quickly
Remote access options
Customize and integrate asmuch or as little as you like
Low total cost of ownership
Value Add…..
10% increase in Gross sales
– Sales staff are more efficient and more effective
5% decrease in general and admin cost of sales
5% increase in win rate for forecasted sales
5% or more improvement in quality rating by customers (NPS)
Source ISM/Insight Technology Group studies
Why don’t we all have one then…..
…the reasons why CRM is not widely adopted yet
Problems in CRM
Unclear what CRM can do for me
Lack of Sales, Marketing , Support services strategy
Lack of Corporate commitment
In company politics
Lack of proper training
Lack of Know How
Resistance by System users
So to implement CRM you need
To know what you need to change in Sales, Marketing and support services
Be willing to share information within the organisation
Overcome feeling intimidated by the technology
Have staff willing to undergo changes to work practices
Sales people need to overcome the “Big brother” fear
Invest over time in terms of man hours and discipline
..or in summary, implementing CRM involves Change
Many of us are not yet ready or willing to make the change
Are you ready ?
What is this likely to cost ?
It varies significantly depending on the
– Functional needs
– Number of Users
– Where the company is starting in terms of strategy
– Attitude of the staff towards technology
– ….etc
– Rule of thumb : Average spend of €1000 per user in the first year ( + Hardware) for software, implementation, training and support based on experience.
– Simple contact management requirement – much less…
– Highly integrated and automated – much more…
Mobility
Desktop
Laptop
Remote Desktop
Remote Laptop
PDA
Internet
Customer example
Retail Example – Louis Copeland
Business type Men’s tailors
Location Dublin & Galway
Products Line 50 & ACT!
Key need To grow the size of the customer base
To keep natural focus on customer relationships and personal service
How they use it Save and manage customer data as well as sizes, styles and personal information.
Archive relevant customer information to help them to tailor services and products
Reinforce the customer/business relationship with personalised communications & SMS
Customer Relationship Process
New customer buys
Customer information card filled in
Information is entered into ACT!
ACT! reminder for Courtesy Call 30 days later
Phone call/SMS/Voicemail/Email when new stock arrives or at pre-sale time
When customer returns, salesperson consults ACT! for details
What this brings to the business
Much closer customer-business relationship
Consistency of service
Allowed them to increase their customer base while keeping the personal touch
“If you took the software away today, the impact on the business would be severe”
Louis Copeland
‘Because of the large number of customers that we have, no one person within our company can possibly remember every unique customer requirement. ACT! helps us to remember.’
‘ACT! puts old-fashioned values into technology. I’m very pleased with it, and anticipate using the system to help us foster even better relationships with our customers.’
Louis Copeland, Managing Director
Sage CRM Survey – April 2006
Sage Ireland carried out a unique survey of its CRM customers.
The first to determine the difference CRM made to:
– Business effectiveness,
– Credibility
– Profitability.
Sage CRM Survey
Sage CRM Survey
Sage CRM Survey
