Introduction to CRM –Customer Relationship Management

- much more than just a contact database

Why CRM?

“A business absolutely devoted to service will have only one worry about profits. They will be embarrassingly large.”

Henry Ford

Agenda/Topics

• What is CRM?

• Value of Data

• Relationships

– Marketing

– Sales

– Customer Service

– Data Management

• Questions and Answers

Who we are

• IMMIX Solutions

• Dorette and Arild

• Implementers of Microsoft Dynamics CRM

• Business Focus as opposed to Software focused

What is CRM?

• Software vs Strategy

• Customer Focus

• Data Focus

• Not just for big companies…..

• And not just for the sales department…

Value of Data

• Know your Customers

• A 360 degree view of the Customer

• Current and Accurate

• Easy to find

• Consistent – one version of the truth

• Company ownership of data

• Audit Trail

Know your Customers

• Makes it easier to predict future behavior and needs

• Makes it easier to upsell and cross sell

• Makes the Customer feel loved and cared for

-> More profit per customer

-> More referrals

-> Customers that stay with you for longer

-> Better visibility of “Good” and “Bad” Customers

Current and Accurate data – that you can find

• Less embarrassing situations

• Much less time spent looking for information

• Easier to step in when staff leave and go on holiday

-> Saves time, more effective staff

-> Staff can focus on productive work

-> Can grow without hiring new staff

-> Every customer feels like a VIP

A good CRM system makes you proactive

• Reminders when you need to follow up

• Dashboards that keeps you focused

-> More timely closing of deals

-> Keeping you focused on the important stuff

-> Easier to step in for staff not present

A good CRM system improves your processes

• Standardises your processes

• Improves the weakest link

A good CRM system is used

• Some of the best CRM systems in the world fail as they are not used……….

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Areas of CRMFrom cradle to grave

• Marketing

– Manage marketing campaigns

• Start making informed decisions

• Keep templates for future use

– Send targeted email campaigns

• Know what information you sent to whom and when

Areas of CRMFrom cradle to grave

• Sales

– Managing your opportunity pipeline

– A more structured sales process

– Follow up on Quotes

• Service

– Managing issues/cases

– Scheduling

What should a CRM solution have?

• Integration with Outlook/email

– Your communication is mostly via emails, and if it does not integrate easily the users will not use it

• Flexible enough to cater for your needs - now and as you grow

• Mobile devices

What should a CRM solution have?

• Dashboards

– To easily visualise the data

– Easily interact with the data

• Good reporting

– Visibility of reality

• Export to and import from Excel

– For further analysis

What solution to choose?

• Know what you need, now and in the future

• What problems are you trying to fix?

• Get help/assistance

• Free is not always free

• Focus on business processes and your requirements

• Return on Investment is key!!

What solution to choose?

• Some more to consider

– Free vs paid

– On own PC/Server vs in “the cloud”

• What is the cloud?

– What is needed now vs what is needed later

What is out there?

• There are a lot of CRM suppliers out there• The big 4

– SAP– Oracle– Microsoft– Salesforce

• SMB– SugarCRM– Zoho– Etc.

Why we chose Microsoft Dynamics CRM?

• Easy to modify to fit our customers business

• A platform to support business processes

• Familiar user interface

• Great integration to Outlook

• Very good Workflow functionality

• Scalable from 1 to hundreds of users

How do we do a project?

• Workshop to establish requirements

• Modify system to fit business processes – AND giving business advise about improvements

• Phased approach

• Go live and hand-holding

• Long term business relationship

Some screenshots - Dashboard

Some screenshots – Customer List

Some screenshots – Customer Record

Q & A