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Transcript of 4MGT – Enterprise Business Applications Part 1 CRM Copyright © SUPINFO. All rights reserved.
4MGT – Enterprise Business Applications Part 1
CRM
www.supinfo.com
Copyright © SUPINFO. All rights reserved
Course objectives
The objective of this part is to gove you an overview of :
CRM overview
Salesforce automation
MCCM Multichannel campaign
Customer service support
Social CRM
Examples of some CRM processes
Strategic and operational management concepts review
CRM overview
CRM definition
CRM : Customer Relationship management
“Combination of policies, processes, and strategies implemented by a company that unify its customer interaction and provides a mechanism for tracking customer information “ (source Wikipedia)
Technologic solutions aimed to enhance relationship between the company and it’s clients, by automating whole or part of this relationship.
Sales cycle
Sales
MARKET
LEADS
CLIENTS / PROSPECTS
OPPORTUNITIES
ORDERS
INVOICE INCOME
Bids generation
Bids fulfillment
ORDER MANAGEMENTCRM
DELIVERY
RECOVERING
1/1000
5 – 15 %
> 39% %
CRM objectives
Win new customers
Improve visibility on customer/prospect features and buying behavior
Develop a strong one to one relationship with customer, whatever the communication channel used
Enhance customer loyalty
Adapt offering and commercial efforts to customer’s potentiality
Increase sales force efficiency and productivity
Increase marketing operations efficiency and productivity
CRM functional scope
1. SFA : Sales Force Automation
2. Marketing and leads
3. Customer service and support
4. Social CRM
Salesforce automation
Sales force Automation
Sales force automation (SFA) involves using software to streamline all phases of the sales process, minimizing the time that sales representatives need to spend on each phase.
http://www.salesforce.com/crm/sales-force-automation/
Microsoft Dynamics
http://uscrmdynamics.cloudapp.net/demos/Dynamics-CRM-2011-Driving-Sales-Productivity/CRM-2011-Driving-Sales-Productivity.html
Listen to this video
Explore CRM Dynamics
http://crm.dynamics.com/fr-fr/sales
MCCM (multichannel campaign)and Marketing and leads
MCCM
MCCM Multichannel campaign processes
enable companies to communicate offers to customer segments across a multichannel environment,
•such as direct mail, •call centers, websites, •e-mail •and communities. This can include integrating marketing offers/leads with sales for execution.
Marketing and leads
CRM systems for marketing help the enterprise identify and target potential clients and generate leads for the sales team.
A key marketing capability is tracking and measuring multichannel campaigns, including email, search, social media, telephone and direct mail.
Metrics monitored include clicks, responses, leads, deals, and revenue.
Alternatively, Prospect Relationship Management (PRM) solutions offer to customer behaviour and nurture them from first contact to sale, often cutting out the active sales process altogether.
http://www.salesforce.com/crm/sales-force-automation/marketing-lead-management/
Offers
Basic campaign management includes
functionality for segmentation,
campaign execution
and campaign workflow.
Advanced analytic functionality includes
predictive analytics
and campaign optimization.
Advanced execution functionality includes
loyalty management,
content management,
event triggering
and real-time decisioning/offer management in inbound and outbound environments.
E-marketing functionality
E-marketing functionality, which is increasingly becoming integrated with
campaign management, includes:
Web analytics,
social/community marketing,
mobile marketing,
really Simple Syndication (RSS)
and search marketing.
Some examples
http://www.salesforce.com/crm/sales-force-automation/marketing-lead-management/
Some examples
http://www.salesforce.com/crm/sales-force-automation/marketing-lead-management/
Some examples
http://www.salesforce.com/crm/sales-force-automation/marketing-lead-management/
Some examples
http://www.salesforce.com/crm/sales-force-automation/marketing-lead-management/
Some examples
http://www.salesforce.com/crm/sales-force-automation/marketing-lead-management/
Some examples
http://www.salesforce.com/crm/sales-force-automation/marketing-lead-management/
Some examples
http://www.salesforce.com/crm/sales-force-automation/marketing-lead-management/
Market Overview
Despite the bad economy during the past year, the MCCM market saw continued overall positive growth (although less of it) as marketers continued to shift investments
from mass-marketed,
one-channel,
one-way,
company-driven campaigns
to multichannel,
measurable,
interaction-driven campaigns.
The MCCM market changes
The MCCM market changes included:
Graphical UI (GUI), workflow, visualization, and ease of use updates in all areas of MCCM.
Some vendors are turning to Microsoft Silverlight for help.
Social CRM and mobile capability.
Many of the vendors are partnering on or simply adding "forward to a social site," or posting campaigns to a social-media site capability.
The MCCM market changes
The MCCM market changes included:
Real-time decisioning capability.
A continued focus on inbound marketing and real- time decisioning/offer management tools with offer management capabilities are becoming accessible for online marketing.
SaaS delivery.
By the end of 2011, we expect more than 60% of the MCCM market to have a viable SaaS deployment option,
with most of the vendors already offering a SaaS deployment option for components of campaign management, such as e-mail, Web analytics, content management and social CRM.
Magic Quadrant
Customer service and support
Customer service and support
Technology to help them improve their clients’ experience while aiming to increase efficiency and minimize costs.
https://www.salesforce.com/form/sem/landing-css/landing.jsp?gclid=CM2L3pr_7asCFcIKfAodg2RfHw&d=70130000000FkkZ&DCMP=KNC-Google&keyword=service%20&%20support&adused=5789590707
Market Definition/Description
The customer service contact center is built in five logical groupings (the first of which is the focus of this Magic Quadrant):
CRM business applications for customer interactions (customer service, knowledgebase solutions, advanced desktop search, real-time analytics/decision support, CRM databases for account/contact/offer information, desktop integration, online community management and surveys)
Contact infrastructures, such as telepresence, interactive voice response, computer telephony integration (CTI), automatic call distribution, chat, e-mail response, IM and alerts, community support, mobile support, and social CRM capabilities
Workforce optimization tools (call recording and quality management solutions, workforce management, e-learning, and performance management solutions)
Enterprise feedback management
Offline and real-time analytical tools
Magic Quadrant for CRM Customer Service Contact Centers
Salesforce services
https://www.salesforce.com/form/sem/landing-css/landing.jsp?gclid=CM2L3pr_7asCFcIKfAodg2RfHw&d=70130000000FkkZ&DCMP=KNC-Google&keyword=service%20&%20support&adused=5789590707
The Role of Social CRM, SaaS and Cloud Computing
Through 2012, 40% of organizations moving to a new CRM platform will select a software-as-a-service (SaaS)-based solution as the core customer service desktop.
By 2013, at least 50% of customer service centers will integrate some form of community/social capabilities as a part of the CRM contact center solution.
Social CRM
Social CRM ( by SAS)
http://www.sas.com/software/customer-intelligence/social-media-analytics/
« SAS Social Media Analytics is an enterprise-hosted, on-demand solution that integrates, archives, analyzes and enables organizations to act on intelligence gleaned from online conversations on professional and consumer-generated media sites.
It enables you to attribute online conversations to specific parts of your business, allowing accelerated responses to marketplace shifts »
Social CRM ( by SAS)
Benefits
Analyze conversation data.
Identify advocates of, and threats to, corporate reputation
Quantify interaction among traditional media/campaigns and social media activity.
Establish a platform for social CRM strategy.
Examples of screenshots of social CRM
Examples of screenshots of social CRM
Examples of screenshots of social CRM
Examples of screenshots of social CRM
Examples of screenshots of social CRM
Examples of screenshots of social CRM
http://www.sas.com/software/customer-intelligence/social-media-analytics/#section=4
examples of some CRM processes
Lead to opportunity overall flow
Lead to opportunity flow chart
Definitions
Lead
Any expression of interest from a customer or a prospect (whatever the channel it comes from : inbound call, outbound call, sales rep visit, reply coupon from a marketing campaign, …)
Business Opportunity
Buying intention or probability from a customer or prospect
Sales cycle (sales funnel or pipe):
Succession of stages from lead to order
See sales dashboard in “Sales User” directory
Sales cycle
Lead
Any expression of interest from a customer or a prospect (whatever the channel it comes from : inbound call, outbound call, sales rep visit, reply coupon from a marketing campaign, …)
Business Opportunity
Buying intention or probability from a customer or prospect
Sales cycle (sales funnel or pipe):
Succession of stages from lead to order
See sales dashboard in “Sales User” directory
examples of some CRM processes
Opportunity to forecast
Opportunity to Forecast overall business flow
Customer request process overview
Overview
Stop-and think
Do you have any questions ?
examples of some CRM processes
Dispatch to resolution process
Overview
Labs
Exercice 1
By group of 4 to 6, you will analyse the magic quadrant vendors You will chose two of the vendors mentioned in the Magic Quadrant, analyse ( going on their internet site)
their offer in terms of products and services, actual and futuretheir markets, references…
explain ( by reading Gatner document)why there are classified in thier categorytheir strenghs and cautions
You will present your results in a 3 pages PWT and defend your opinion in front of the class in a 5 minutes show maximum. It will be possible for you to give more explanation for the other students to navigate on the website of the vendors you have chosen.
The end