CRM - How to make sure YOUR implementation is in the 30% that succeed!
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CRM DISCUSSION – “HOW TO BE IN THE 30% THAT SUCCEED” November 2013
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An overview of the pitfalls to avoid and some best practice implementation steps to take - ensuring you get ROI from whatever CRM system you invest in. HINT: The choice of Technology is JUST 20% of the CRITICAL SUCCESS FACTORS
Transcript of CRM - How to make sure YOUR implementation is in the 30% that succeed!
CRM DISCUSSION – “HOW TO BE IN THE 30% THAT SUCCEED”November 2013
Agenda
What are you hoping a CRM solution will deliver for you ?
What can GA as a Business Consultant add to creating the right solution for Ground Control?
What is CRM as opposed to a CRM system? 9 reasons why 70% of CRM projects fail 7 Key stages to a successful CRM
Implementation What are the benefits created by CRM? Suggested Next steps
What do you want a CRM solution to deliver?
What key business objective(s) are you looking for a CRM solution to support? :
Increased sales? Better Client retention Increased Marketing effectiveness Sales efficiency Others?
How can 3DM help in creating the right solution for your needs?
25 years of Sales and Marketing expertise CRM from a users experience.
CSF: People=50%, Process 30%, Technology 20%
Database marketing / CRM since 1994 Can help develop BD processes where needed Software vendor neutral - helping you choose
the best solution, not the best sales pitch Facilitator/ Project Manager - create focus and
project momentum and lastly..
Used to making things happen in an entrepreneurial organisation!
What is CRM?
CRM stands for Customer Relationship Management, a term coined in the 1990’s to describe how an organization could coordinate all their interactions with all their customers, be that interaction a telephone call, an email, a letter or a purchase.
CRM Solution is more than technology
Process (30%)
Technology (20%)
People (50%)
% Focus needed for a successful CRM implementation (Source :ISM survey – US)
70% of CRM’s in Europe fail to meet their objectives.
Source: Dunn and Bradstreet
7 Key stages to a successful CRM Implementation
1. Draw up a requirement definition document.
2. Train your users – before the system is
implemented!
3. Establish a steering group.
4. Seek out your new system
5. Install and train.
6. Load up key operational data.
7. Go live
What are the benefits created by CRM?
Better relations with your existing customers, which can lead to:
Effect
increased sales through anticipating needs based on historic trends
identifying needs more effectively by understanding specific customer requirements
cross-selling of other products by highlighting and suggesting alternatives or enhancements
identifying which of your customers are profitable and which are not
What are the benefits created by CRM?
Improving relations with existing customers can help:
Effect
enhance customer satisfaction and retention
increase value from your existing customers and reduce costs
improve profitability by focusing on the most profitable customers and dealing with the unprofitable in more cost effective ways
What are the benefits created by CRM?
Finding new customers and expanding your market
Potential Next steps
Current state analysis – Objectives/strategy/plans/current process /data etc
How would a CRM system support the BD teams and/or company objectives
Facilitated workshop to draw up a requirement definition document. Incl Key stakeholder interviews (Telecon)
Establish a steering group Research and create a short list of potential
CRM systems for you Selection process for CRM system
Need some help or want to know more?
Email :
Call me on: 0845 4 673 683
Tweet me: @Graham_3Dragons
