Sage Accpac CRM SolutionsEngineer IT Symposium

Build It & They Will Come

Keith FennerDirector – Strategic Sales

Softline AccpacSage Group Plc

Dialling a Call Centre

1. Hold and wait for 5 – 10 – 20 minutes, even on premier lines2. Press combination of 3 , 6 , 4 , 7 , 2 and then get cut off – back to stage 13. Re Dial – Anger levels rising – follow same procedure4. IVR kicks in and asks to key in pertinent data5. Finally get through to agent and they never got the data so spend next 5 minutes confirming

everything from age to address to what you ate yesterday for breakfast6. Eventually through security and embark on asking what you need7. Refer to previous conversation – agent has no view…8. Repeat complaint / enquiry9. Find out agent cannot assist and manager busy10. You will have to call back is the request11. Ask if they could contact me? Not possible no outbound allowed12. Query what country these guys are in?13. Realise that is why they wont call back14. Ask if they know you spend R500,000 a year?15. Ask if they know you are calling in response to their outbound marketing?16. Decide to give up and take business elsewhere

Does this sound familiar ?

Contact Centre – A Definition

• A contact centre is a central point in an enterprise from which all customer contacts are managed.

• The contact centre typically includes one or more online call centres but may include other types of customer contact as well, including e-mail newsletters, postal mail catalogs, Web site inquiries and chats, and the collection of information from customers during in-store purchasing.

• A contact centre is generally part of an enterprise's overall customer relationship management.

• A contact centre would typically be provided with special software that would allow contact information to be routed to appropriate people, contacts to be tracked, and data to be gathered.

• A contact centre is considered to be an important element in multi-channel marketing.

Contact Centres – A Central View

Consider the following:– Individuals or Enterprises– Divisions of large businesses– Integration to

– ERP– Operational Systems– Databases

– Marketing– Functionally defined

workgroups / profiles– Customer Service

– Support and Automation

Contact & CustomerManagement

Salesforce & M

arketingA

utomation

Service & SupportAutomation

Proc

ess

Aut

omat

ion

Businesses need a “single view” of their information…

The Sales View

Sales Director

Views Sue as:A great customer!

One of the original customers from when the company was first founded

Entitled to an additional 10% discount

Having recently moved to impressive new offices at a new office park

Views Sue as:

Having received five promotional campaigns this month the only activity she responded to was the event at the racecourse which cost R 2,100 per person

Only purchase this month was for R 3,150 which included a R 350 discount

The Marketing View

Marketing Director

The Support View

Views Sue as:A nightmare!!!

Having over 20 calls using more than 13 hours of support time

Costing R 3,500 last month to support

Support Manager

The Finance View

Views Sue as:Costing too much to serve

90 days past due

On Credit-hold

Phone number is disconnected

Finance Director

Cost RevenueDiscount = R 350Marketing = R 2,100Service = R 3,500Total = R 5,950

Sales = R 3,150

P/L = R (2,800)

Benefits of Centralised Call Centre Data

• Benefits to Sales:– Access current product information, pricing, discounts and inventory when creating

quotes or taking orders– View account credit status, terms, and account balance before placing order– Service customers better with immediate access to invoice, payment, outstanding

balance, and aging information – Use processes to follow up with customers after they purchase– Analyse past product purchasing information to plan future sales and marketing

campaigns

• Benefits to Accounting:– Ensure the sales orders are accurate and complete– Drive product pricing and discounting into CRM from the back-office systems– Eliminate need to respond to inquiries from Sales regarding product, orders,

invoices, and outstanding balances– Reduce duplicate data entry of orders and customer information

Benefits of Centralised Call Centre Data

• Benefits to Management:– Increased efficiencies across the organisation and higher levels of

customer service• Orders get to accounting quicker• Customers receive product sooner• The company gets paid faster• Salespeople get commission payments earlier• Customers are serviced better

– Ability to view and report on Top Customer Lists, Customer Accounts, Receivable Aging List, Credit Hold List, Unprocessed Orders List, Collections Letters via Mail Merge, Credit Alerts/Notifications

Contact & CustomerManagement

Salesforce & M

arketingA

utomation

Service & SupportAutomation

Proc

ess

Aut

omat

ion

Customer & Contact Management

• Calendar, activity and time management

• Customer details• Notes & history• Activity reporting• Documents & attachments

Customer & Contact Management

• Calendar, activity and time management

• Customer details• Notes & history• Activity reporting• Documents & attachments

Sales & Marketing Automation• Improving customer facing processes to

get more customers and sell more• Lead, opportunity and pipeline

management• Sales force management and forecasting• Marketing campaign and budget

management• Order entry and quotations

Sales & Marketing Automation• Improving customer facing processes to

get more customers and sell more• Lead, opportunity and pipeline

management• Sales force management and forecasting• Marketing campaign and budget

management• Order entry and quotations

The Four Facets of CRM – Must be Accessible

Customer Service•Case management•Knowledgebase and solutions•Service level agreements•Web self service•Return Materials Authorisations

Customer Service•Case management•Knowledgebase and solutions•Service level agreements•Web self service•Return Materials Authorisations

Process Automation• Workflow• Alerts and notifications

•System access and user administration

• Customisability •New entities (e.g. “Project”)•New screens, tables and fields

• Integration & Web services

Process Automation• Workflow• Alerts and notifications

•System access and user administration

• Customisability •New entities (e.g. “Project”)•New screens, tables and fields

• Integration & Web services

The Functional View…

Four facets of customer information

Integrated CRM Automates…

• Sales Force• Customer Care• Call Centre• Marketing• Accounts

information

Sage CRM – an Integrated Solution

•Campaign Management•Email Management•List Management•Key Attribute Profiling•Outbound Call Management•Marketing Evaluation Tools

Marketing

•Sales Forecasting•Account and Activity Management•Sales Cycle Management•Time Management•Sales Force Automation•Solo Server•Graphical Analysis and Reporting

Sales Force

Customer Care

•Contact Management•Workflow Integration •Service Level Agreements•Call Centre Accuracy•Knowledge Base•Enhanced Reporting•Web Self Service

Marketing

• Telemarketing/telesales• Campaign management• Lead management• Better targeting • Multiple channel campaigns• Synchronised campaigns• Complete sales integration • Transparent rules

• If the Call Centre has no view of marketing, how do we accurately manage our customers demographics and profiles or indeed any call to action…

From Mass Marketing to 1 to 1 Marketing

Mass Marketing

1 to 1 Marketing

Segmented Marketing

Com

plexity of Marketing

Level of Targeting Required

Source Reference: Sean Kelly, Comhra Ltd

Its also about channel preferences

• Which customers are on-line?• Would they prefer to be spoken to on-line?• Have you asked them?• They’re probably a “hybrid”…

– Read a bit of direct mail– Use the phone now and again– Happy to get the odd e-mail

• How many of your clients can be reached on and off-line?

Sales

• Contact management • Time management tools• Lead management• Sales management • Account management • Complete sales force

automation • Instant status reporting

& forecasting• Increased time

efficiency • Increased sales force

integration

• If you don’t know what is sold – how can you service them?

Useful Accounting Information

• Account History– Sales – Balance– Aged Debt

• Credit Status• Credit Limit• Product File• Stock Availability• Sales Quote/Order• Contact Address

Synchronisation

• Crucial “Pass On” data for the rest of the company stakeholders

Customer Care

• Customer service• Field force

automation • Multiple channels• Knowledge

management• Reduced response

times• Improved corporate

intelligence• Web Self Service

• With no view of existing cases locally and remotely – how can we effectively service our customers

Section Summary

• Centralised Call Centres are important to the future of your business:

– Track and analyse all your marketing campaigns

– Accurately track and personalise future data for marketing

– React real time to your customers needs – workflow / alert

– Own your data and ALL interactions

– Manage expectations here and now

– Improve sales performance as information is live

– Provide immediate access to information for improved customer service and increased customer retention

– UNERSTAND YOUR CUSTOMER

Managing and Measuring Change

Managing Change / User Adoption

• People generally resist change

• Focus on instilling awareness & desire

across the user community

• Board level involvement and

consistent visibility of the board

sponsor throughout

• Regular, inclusive communication and

feedback

• Well planned education program –

training!!

Choosing The Enabling Technology

Functional Fit

• Marketing - profiling, targeting, segmentation, campaigns

• Sales – contact management, forecasting

• Customer Care – helpdesk, call centre

• Self Service Layer

______________________________

• Consider integration to existing systems

• Finance, ERP, Operational (eg. Finance – ability to integrate summarised transaction or financial information)

• Marketing – Business Analytics and Business Intelligence

CRM Growth (2005-2010)

0.0

50.0

100.0

150.0

200.0

250.0

300.0

2005 2006 2007 2008 2009 2010

SFA

MA

CSS

Source: Gartner, 2006

“ Over the next 5 years, marketing automation, self service and

mobility will be the drivers for CRM in Africa ”

Technical Fit

• No solution is a 100% fit

– Can you easily make changes to the

system with no painful upgrade /

maintenance issues?

– Can you adapt the system yourself

with minimum recourse to the

supplier?

• Does it have proven integration

capabilities?

• Are the hardware requirements

onerous?

• Multi-currency and multi–lingual

support?

Key Steps To Successful Call Centre Delivery

IDTask Name

DurationStart

1CRM Strategy

1 mon Mon 12/06/06

2Requirements

2 mons Mon 10/07/06

3Design

1 mon Mon 04/09/06

4Implementation

3.5 mons Mon 02/10/06

5Testing

1.75 mons Mon 08/01/07

6Training

2 wksMon 12/02/07

7Launch

1 dayMon 26/02/07

26/02JunJul Aug Sep Oct Nov Dec Jan Feb Mar Apr

er3rd Quarter

4th Quarter1st Quarter

2nd Q

Project Delivery

• Concept Development– Develop a CRM Strategy for your business

– ROI Benchmarks

– Cultural diagnosis – people!

• Requirements– Complete the scoping – user & tech

workshops

– Define reporting needs

• Design– Understand the current / future technical

infrastructure

– Plan the integration of existing / legacy systems

– Move beyond the requirement list to a detailed specification

• Implementation– Statement of Work Document

– Agreed milestones

– Agreed approach to change control

– Configure, install, integrate and manage

• Testing– UAT and system testing

– Understand IT environment (VOIP)

• Training and documentation

• Go-live support

Warning: Be Careful About…

• Excessive process automation– workflow

overload!

• Data readiness – data cleansing &

migration

• Not phasing the project

• Not fully scoping the integration needs

• Poor reporting definition

• Underestimating training needs

– Cultural readiness of end users

– System Administrator skill sets

“… companies are taking a much more modular approach that is easier to control and measure returns”

Mary Wardley, Vice President for IDC's CRM Applications Research in destinationCRM.com

“Dirty” data is the number one reason CRM projects fail and poor data quality can lower project ROI by 20%

-Gartner, 2005

Customer Success Stories: Call Centres In The Real World

Case Study: Micros Fidelio

Case Study: Micros Fidelio

CompanyMarket Leader in Hospitality Systems – 80% African MarketSouthern Sun, Sun International, Protea, LegacyKFC, News Café, McDonaldsProvide Customers with a level of service envied by our competitors100’s Technicians on PDA’s50 Call Centre StaffIntegrated to Inventory and Billing

Problem“ We needed a CRM solution that integrated all areas of the business from the call centre to the technicians on the road and the accounting engine. With over 100 technicians on PDA, wireless access and mobility was the key requirement along with bi-directional integration for SLA management”.

Case Study: Micros Fidelio

The Solution• Call Centre and Service Jobs integrated in one CRM layer

• Web based solution allowing for information to be retrieved and processed live from the PDA including stock and sales information

• Instant access to relevant up to date customer information for forecasting and call centre service statistics

• More efficient customer service and better control of stock and service requests.

Case Study: Micros Fidelio

Key Achievements• Improved Call Centre Management

Sage CRM gives them real time information in the call centre pertaining to every job as well as performance against SLA.

• Improved Billing ProcessSage CRM integrates seamlessly so as a job is completed on the PDA either a bill is created or a cost allocated to an SLA.

• Improved ServiceBy utilising the workflow engine and employee portal, jobs are managed and allocated directly from the call centre where all data relevant to a job is available live, real time.

• Integration, Integration, IntegrationBy delivering an true end to end integrated CRM layer, all information and analytics are easy to access anywhere and at anytime.

Why Web Based CRM Solutions?:Our Product Strategy & Portfolio

Why Web Based CRM?

• Fully integrated management – either insource or outsource• Proper architecture makes no difference• Enhanced security to allow call centre to see only what you wish• React immediately to boost sales and reduce churn• Review and react to marketing immediately and successfully• Simple roll out and deployment• Minimal training – its just a web browser• Open architecture – any integration / customisation• Little or no infrastructure costs• Compliance with CTI, switches, soft phones and VOIP

Introducing Sage CRM Solutions

• 25 years of experience

• 5.5 million customers

• 2.6 million CRM users

• 50,000 corporate CRM business customers

• 23,000 application solution business providers

• US$1.4bn turnover and 14% revenue growth in 2005

Many Thanks

Sage Accpac CRM SolutionsStrategic Customer Service Forum

Keith FennerDirector – Strategic Sales

Softline AccpacSage Group Plc