Post on 14-Sep-2014
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Serco Internal
Understanding CRM Kate Doodson Cosmic
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What is superfast business?
• Superfast Business is a European Funded
programme of fully funded business support for
SMEs
• Delivered by Peninsula Enterprise, working with the
Local Authorities & Connecting Devon & Somerset
broadband rollout project
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Superfast Business Support
• Business advice and specialist support to help growth businesses maximise the opportunities of Superfast Broadband and associated technologies.
• Businesses can get support to: – Developing an ICT strategy – Developing your ICT network/ infrastructure – Engaging new and existing customers – Collaboration – Client Relationship Management Systems – Flexible working – Moving your business to the Cloud – Business Continuity
• Eligibility criteria apply to businesses accessing the service
Support Available – 12 hours of support
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1. Register on our website (which incorporates the Knowledge Hub). www.superfastbusiness.co.uk to unlock access to a range of resources and materials
2. Check your eligbility 3. Let us know what areas of ICT and technology you might
be interested in
4. Talk to our Client Relationship Co-ordinator to check your eligibility and arrange an appointment with one of our dedicated Business Advisers
Next Steps
Developing an ICT strategy Developing your ICT network/ infrastructure
Engaging new and existing customers Collaboration
Client Relationship Management Systems Flexible working
Moving your business to the Cloud Business Continuity
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http://www.youtube.com/watch?v=G7KZR9
NwKQQ
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www.superfastbusiness.co.uk
twitter @superfastbiz
Facebook www.facebook.com/superfastbiz
join our LinkedIn group 'Superfast Business SW'
info@superfastbusiness.co.uk
0845 603 8593
Stay up to date
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Understanding CRM systems
Kate Doodson Cosmic
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• We are creating 2.5 billion GB of data every
day
• In the last 2 years we have created 90% of
the data on the planet
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•Information is big - Big Data.
•More things on the internet than people
•How can we make the most of this? How can we
turn this into useful information
Big Data
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Value of data
• Triangle
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• Big data and internet of things
Advertising
TV
Mail shots
PR
Radio
Old world marketing
PR
Search
TV
Mobile
Social media
Radio
affiliate
Webinars
PPC
Rapid
Fragmented
Two way
Website
New world marketing
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Questions
• Do you know the value of each customer?
Their total lifetime value?
• Do you follow up every sales lead?
• Can you track sales to marketing easily?
• Do your staff communicate effectively?
about client intelligence?
• Can you track your sales pipeline?
• Can you predict customer behaviour?
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Agenda
• What is a CRM system?
• Benefits of CRM
• Key functions
• Main CRM systems
• Top tips for implementation
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What is a CRM system?
Customer Relationship Management • Model for mapping company’s interactions with current
and future customers
Customer Relationship Management System
• Technology to track, record and store customer data and interactions
• Data mine the information to increase customer
relations
What is a CRM model?
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Business benefits
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Financial benefits
ROI – on average £5.60 for every £1 spent on CRM implementation
CRM can increase revenue
• 41% increase revenue per sales person
• 27% increase is customer retention
• Efficiencies of sales and marketing budgets by 23%
http://nucleusresearch.com/research/notes-and-reports/crm-pays-back-5-dot-60-for-every-dollar-spent/ 2013
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Business benefits of a CRM system
• Improved productivity - Right information – first time
• Better Management Information – most profitable customer, lifetime value of customers, ave cost of
sale, spotting customer problems etc
• Efficient sales processes - in-office and on-the-move
• Establish marketing effectiveness – what works best?
• Improved internal communications – staff knowing
more about business
• Staff empowerment
Exception Group Case study
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Main functions of a CRM system
6 functions of a CRM system
Contacts database
Sales process & project automation
Customer support
Marketing process & monitoring
Social media & monitoring
Internal communications
1
2
3
4
5
6
What do businesses use CRM for?
Gartner 2012
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• Cotacts database
– Contact details - name, address, telephone, email, social media etc
– Relationship mapping inside customer’s business
– Point of contact & decision makers
– Aggregate contact history
– Subscriptions and membership management
– Input once • update across staff and business
• update across integrated systems
Contacts database 1
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Communication tracking across business
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• Sales process and automation
• Multi form input
• New leads auto assigned
• Sales tasks automated
• Quotations created, stored
• Pipeline quotes reported
• Sales activities reported
Sales process & automation 2
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• Create automated tasks and assign to opportunities
• Reminders are sent to email and shown on
dashboard
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• Customer support
– Reduce service response times
– Improve customer resolution
– Increase self service
– Pull team together around customer care
Cusomer support Customer support 3
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– Create, assign and manage customer
support
– Lookup customer history of
products/services and outcomes
– Create self-serving ticketing service
– Management & monitoring of support
provided
– Record & charge support time
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Marketing process and automation • Track, measure campaigns
• Cross channels - email, SM, SEO, PPC, telephone,
• Track clicks, responses, leads and deals
• Campaign automation
• Campaign management
• Campaign reporting
Marketing process & monitoring 4
Post completion marketing campaign
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• Social media &
monitoring
• Brand listening
• Scheduling social
media
Social media & monitoring 5
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• Internal
• Staff conversations
• Task assignment
• Sharing news on deals
• Keeping everyone in the loop
• Collaboration
Internal communications 6
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http://www.youtube.com/watch?v=GSiQpIe5q-4&list=TLAx0o5jl9-nuP8-bOwozbRHGxYW1Q-ifK
6 functions of a CRM system
Contacts database
Customer support
Sales process & automation
Marketing process & monitoring
Social media & monitoring
Internal communications
CRM system integration
CRM Accounting
software
Website & e-commerce
Email, contacts & calendar
ERP/MRP & supply chain
systems Customer support
Knowledge hub
Email marketing & Retargeting
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CRM Platforms
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Which CRM?
Sector specific
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SalesForce CRM • Worlds leading CRM vendor (14% share)
• Covers wide range of CRM needs
• Modular
• Integrates with many software products
• Good reports
• On-premise and hosted solutions
• Email/voice/web/calendar integration
• Email campaigns & mailing labels
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Microsoft Dynamics • 6.3% share of marketplace
• 3.5m licences 2013
• Fully integrates with Microsoft
stack – Outlook – built in
• Good UI
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• Integrates really well with other
software
– Xero
– Mailchimp
– Google Apps
• Free up to 2 users
• Simple easy to use
• Great interface
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CRM costs
Costs Number of free users?
Salesforce $65 a month
Dynamics £42 a month
SugarCRM $35 a month
Oracle CRM $70 a month
Zoho $20 a month 3 users
Sage CRM
$39 a month
Capsule £8 a month 2 users
Insightly $29 a month 3 users
Intouch CRM £29 a month 2 user
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Costs
10 staff 50 staff
Consultancy
£1k -5000 £2k- 10000
Staff time
1-5 days 2days – 2 weeks
Software costs £450pcm £2250 pcm
Set up & development £0-20000 £5k-50000
Data cleansing
£0 - 2500 £10000
Data migration £0- 1500 £5000
Staff training
£1500 £10000
Very approx totals £12,000 £50,000
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Simple CRM solutions
Simple Contact management?
• Google Contacts - share across business
with Apptivo
• Outlook Contacts - share (only on exchange
hosted solutions)
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• Google Contacts add-ons – Boomerang – send reminders to you for sent
emails
– Active Inbox $25 a year
• Add notes to email
• Export email to Calendar
• Wait on/Action
– Just me - free or $35
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Implementing a CRM system
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Successful CRM implementations are
60% about people and culture…
30% business processes ….
and 10% technology
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Getting started with CRM
Project checklist
1. Management review
2. Data audit review & report planning
3. Process & operations mapping
4. Requirements specification
5. Procurement
6. Ongoing management and development
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Where’s the data in your business?
• In different spreadsheets?
• In people’s heads?
• In paper documents?
• In your emails?
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Map your CRM to your customer journey
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Getting started with CRM
Project checklist
1. Management review
2. Data audit review
3. Process & operations mapping
4. Requirements specification
5. Procurement
6. Ongoing management and development
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Implementing CRM – making it stick
• Change management piece
• Involve staff in implementation
• Data migration
• Regular cleansing of data – how often
• Training (data administrator, users) & train again
• Transition & Enforcing use
• CRM committee -Keep an eye out for
improvements
• Focus and USE reports
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• Triangle
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CRM & what’s next?
• Big Data- data mining – creating
connections between customer behaviours
and demographics, creating detailed
profiles
• Predictive analysis, who will buy what next?
• Re-targeting - serving ads and resources to
those clients through monitoring of activity
on website, Facebook and search
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• Big data and internet of things
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Any questions?
@cosmickated
www.superfastbusiness.co.uk