Building a Solid Business Case for CRM -...
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Building a Solid Business Case for CRM Siska Bossuyt CRM Coach JEZZUP September , 2014
Transcript of Building a Solid Business Case for CRM -...
Building a Solid Business Case for CRM
Siska Bossuyt
CRM Coach JEZZUP
September , 2014
Main objectives
Challenges on your way ….
• Starting point is often not known, basic data not measured
• Comparison before/after very difficult
• Qualitative advantages
• Fast start , not always based on rational considerations
• Impact of many surrounding factors
Different steps
5. Calculate ROI
4. Define growth
scenario’s
3. Define possible
improvements
2. Collect market data
1. Collect company
information
1. Collect company information
Sources of information :
- Company website- Cases in relevant/similar market - Annual report - Social networks : who knows who? - Internal sponsors
Data needed on :
- Number of customers- Total Revenue - Margin / Profit - Main markets - # employees- ….
2. Collect market data
• Industry data
• Position of company within market (leader, challenger, ….)
• Economic conditions :
– CRM Strategy objectives differ in good and bad economic conditions • F.i. Declining conditions :
– focus on reducing costs
– New customers & cross-selling lower priority
• General Cxx priorities
3. Define possible improvements
3. Define possible improvements
• Image improvement • Act as ONE organisation• ONE voice to the customer • Uniform way of working • Better internal communication • Employee satisfaction
3. Define possible improvements
1. Connect with customers through social media
2. Created Personalized marketing
3. Collaborate with customers directly
4. Take CRM with you (mobility)
5. Support customers in real time
6. Integrate CRM with other buisness processes
7. Provide a better user experience
3. Define possible improvements
Sales Process Phases Addressed
Increase Revenue
Decrease Costs
KPI Analysis- Increase Number of LeadsManaged
- Increase Value per Deal
- Decrease Deal Cycle Time
- Increase Close Rate
- Increase Cross-Sell and Up-Sell Close Rates
- Decrease the Cost to Manage Customers
Lead ManagementPipeline / Opportunity
ManagementCustomer Management
Example: Driving Sales Productivity
3. Define possible improvements
Campaign planning
• Define Campaign and Assemble List
• Determine Campaign Targets
• Prepare for Execution
Campaign execution
• Execute Campaign
• Evaluate Performance
Response Management
• Receive Responses
• Evaluate Responses
• Convert Responses
3. Define possible improvements
Customer churn ↓
• Current Revenue
• % expected extra revenue
Cross- and Up selling ↑
• Current Revenue
• % expected extra revenue
New customers
• Current Revenue
• % expected extra revenue
3. Define possible improvements
Platform Flexibility
Standards-Based Technology Architecture
Customizable and Integrated Solution
4. Define (revenue) growth scenario’s
• Revenue per customer
• Customer churn
• New customers
Best Case
• Revenue per customer
• Customer churn
• New customers
Worst Case
5. Calculate ROI
Cumulative Benefits
ROI = --------------------------------
Cumulative Costs / Investment
Amount to be Invested
Payback Period = ---------------------------------------
Estimated Annual Net Cash Flow
In Summary ….
5. Calculate ROI4. Define growth
scenario’s
3. Define possible
improvements
2. Collect market data
1. Collect company
information
and …. Figures don’t tell everything !
Your goal ?
Want to know more ?
Contact us !
A
D
R
E
M
Siska Bossuyt
• 18 years in business, of which 15 years in Customer Relationship Management :
3 years of international project management @ Barco
3 years as customer service manager @ Phoenix-Mecano
2 years as project manager @ Navico, ERP implementations focused on customer service
8 years of enterprise sales @ Microsoft , specialized in Dynamics CRM
2 years of group lead @ Microsoft, establishing the strategy for Dynamics CRM
• Solid understanding of business drivers and enablers
• Passionate about building a customer-centric organisation, on how to do things differently
• Focused, Result-driven, professional can-do mentality, good listener and teamplayer
• Always on discovery tour, looking for inspiration ....
Our mission
Siska Bossuyt
CRM Coach JEZZUP
“Be everywhere,
Do everything,
and never fail to
astonish the customer”
