CUSTOMER RELATIONSHIP MANAGEMENTPETERBOROUGH BISCUIT

08 FEBRUARY 2017

Show of hands

#1

An Admission...

What is CRM?

Show of hands

#2

Hyperama, Padholme Road East07788 719504

Npower voted worst for customer service for fourth year running

By PA/AOL Money, Jan 22, 2015

What is CRM?

What is CRM?

• Philosophy

What is CRM?

• Philosophy• Technology

What is CRM?

• Philosophy• Technology• Business process

Botolph Bridge Trading Estate, Oundle Road, Woodston01733 897727

Customer Communications

Customer Communications

Customer Communications

Sales Ledger / Payment Processing

Sales Ledger / Payment Processing

Sales Ledger / Payment Processing

Purchase Ledger

Project Costing

Data analysis

Customer Contact Data in a system i.e. ‘retrievable’:

1,300 customers54 email addresses

13 mobile phone numbers73 company names

46 first names

1,030 VRMs (10% keying error rate)

In other words, NOT actionable insight

What are the triggers....

Seasonality: MOT-related

Capacity: Finite

Human nature: procrastinate

Plan & Act

+Data via API

VRM checkvia API

Repository of Actionable Information

MOT Renewal Marketing Communications

MOT Renewal Marketing Communications

MOT Renewal Marketing Communications

Commercial Results

Turnover increase (post-CRM cf. pre-CRM era)

33%

Data Results

Mobile +3,592%

First name +1,826%

Email +420%

Company +372%

Customer Insight

email or mobile*

5% 43%

Reputation

Anecdotally very positive

General implementation advice

crminsights.co.uk/case-studies

CRM Implementation - General Advice

1 + 1 = 2

STRATEGY

DATASOFTWA

RE

CRM

RESEARCHCULTURE

PEOPLE

DATA

SOFTWARE

CRMAGENCY

RESEARCH

CULTURE PEOPLE

STRATEGY

ProductPeopleProcess

Remember the 3 Ps

01733 902340

Software trial

crminsights.co.uk/workbooks

Questions?