IMTSedu Webinar: Focus on Customer Relationship Management
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Transcript of IMTSedu Webinar: Focus on Customer Relationship Management
[email protected] (888) 368-1237 © AvideonCRM LLC
IMTSedu Webinar
Focus on Customer Relationship Management
SpeakerRichard Wiklund, Salesforce Certified Consultant – CEO, AvideonCRM, LLC
Rich Wiklund, CEO AvideonCRM
Founded in 1999, Avideon helps organizations improve their performance through the analysis of existing organizational problems and development
of plans for improvement primarily using the Salesforce.com platform.
[email protected] (888) 368-1237 © AvideonCRM LLC
Technology Partners
Agenda
© AvideonCRM LLC
How do you know? Questions…Characteristics of CRM-Driven Business
Terminology
Where is CRM going?CRM Enterprise power by Social Media
How did we get here?
Common Pitfalls in CRM
CRM© AvideonCRM LLC
Customer Relationship Management
INCLUDING
SALES© AvideonCRM LLC
SFA : Sales Force Automation
MARKETING
© AvideonCRM LLC
Integrated Marketing Automation Lead Management/NurturingSocial InteractionsQualified Leads
SERVICE
© AvideonCRM LLC
Service Automation Case ManagementVOIP Integration
FINANCE
© AvideonCRM LLC
Back-office Integration360-view of the customer
CLOUD© AvideonCRM LLC
aka. The Web
IN THEIN THE
Collectivelygenerating
© AvideonCRM LLC
Business Intelligence
AcceleratingBusiness
Not just reporting on business.
© AvideonCRM LLC
Customers feeling
Important!© AvideonCRM LLC
Online
© AvideonCRM LLC
Accessible
© AvideonCRM LLC
Enabling
© AvideonCRM LLC
Visibility. Access. Intelligence.
© AvideonCRM LLC
© AvideonCRM LLC
What are the Characteristics of
a CRM-driven Business?
“If we are all looking at the same numbers, we’re going to make those numbers look better …sales, marketing, finance, operations, HR, etc.”
Transparency
© AvideonCRM LLC
Less variation in the pipeline.
Greater accuracy.
More accountability, more often.
Better sales process.
A Tighter Forecast
© AvideonCRM LLC
Transparency
Who is doing the best job?Give ‘em the ball. Quantify performance metrics.View Resource Effectiveness.Less variation among resources.
Top Performers Shine
© AvideonCRM LLC
Transparency > Tighter Forecast
Quantify service metrics.
Identify service level trends.
View service level effectiveness.
Less variation in service.
Enhance the Service Delivery model.
© AvideonCRM LLC
Transparency > Tighter Forecast > Top Performer Shine >
Throughout the customer lifecycle – harness your collective intelligence to increase revenue and profitability.
Leverage Client Interaction at every touch point.
© AvideonCRM LLC
Transparency > Tighter Forecast > Top Performer Shine > Enhanced Delivery Model >
Reports and Dashboards
At-A-Glance
2-3 clicks to substance
© AvideonCRM LLC
Transparency > Tighter Forecast > Top Performer Shine > Enhanced Delivery Model > Leverage Every Touch Point
Accelerate Growth with Business Intelligence
© AvideonCRM LLC
Transparency > Tighter Forecast > Top Performer Shine > Enhanced Delivery Model > Leverage Every Touch Point > Accelerate Growth and Business Intelligence
? Considering this…Ask your company…
How do you track information on your prospects and customers?
© AvideonCRM LLC
What information do you gather to adequately plan for future demand?
© AvideonCRM LLC
What does your partner ecosystem look like? How do you collaborate?
© AvideonCRM LLC
How do you manage your OEM relationships?
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How do you handle customer support issues?
© AvideonCRM LLC
How are you managing RMAs (Return Materials Authorization)?
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How do you manage customer product/feature requests?
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CRM should address these
questions.© AvideonCRM LLC
Step Back
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How did we get here? Where is it going?
© AvideonCRM LLC
1960’s Mainframe Computing
1990’s Desktop
Cloud Computing
2000’s Mobile Cloud
Computing
2010’s Social
Revolution
1970’s Mini Computing
1980’s Client/Server Computing
Data Management
Apps
Business Logic Apps
Process Automation
Apps
Web Apps
Mobile Apps
Social Apps
Ten Year Computing Cycles10X more users with each cycle
Social
© AvideonCRM LLC
Revolution
How many of you use Social Networks for Business?
Twitter, LinkedIn, Facebook…
© AvideonCRM LLC
© AvideonCRM LLC
Source: Comscore, June 2011
2007 2008 2009 2010 2011
Social Users
Email Users
1.1billionsocial users
Social Revolution: Social Networking Surpasses Email
2010
2011
Usage
Rest of the Web
Sources: Ben Elowitz, Wetpaint / comScore
Social Revolution: The Web is Shrinking, Social is Growing
Source: Gartner Research; Smartphone, Tablet, and PC Forecast, December 2010.
2013E
1.6 billionmobile devices by 2013
Desktop
2007 20082009 2010 2011E 2012E
Laptops
Smartphones
Tablets
Device Growth
Social Revolution: Next Generation Devices Changing How We Access the Web
© AvideonCRM LLC
Social Revolution: Employees Forcing an Unprecedented Pace of Change
Listen & Analyze
Social Marketing
Product & Partners
Collaborate
Service &Engage
Integrate, Automate
and Extend
Connect & Sell
CustomersEmployee-Facing
NetworksCustomer-Facing Networks
Enterprise CRM
State of the Art Enterprise CRMIn a Social Revolution
Logic/data PortabilityAny DeviceUbiquitous
Open
No HardwareNo Software
Fast
Automatic UpgradesPay-as-you-goMany Learning Resources
Easy
DemocraticCollaborativeEconomical
Everyone
The Platform: Multi-tenant Cloud Computing is the Core of the Enterprise CRM in a Social Network
Customer Profile
It starts with a Customer Profile
What do they ‘like’?
Where are they?
What are they saying?
How influential are they?
Who are they connected to?
Knowing Who They Are and What They “Like”…
CustomersPartners
Point of Sale (POS) Data
Add All Your Data Sources To Complete The Customer Profile
Back Office
1010101010101010110101010101011010101010101101010101010101010101010101010101010101010101010
1010101010101010110101010101011010101010101101010101010101010101010101010101010101010101010
The Employee-facing CRM
Collaborate
Service &Engage
Integrate, Automate &
Extend
Connect & Sell
Employee Network
Enterprise CRM
Enterprise CRM
Customer Social Networks & Partner/Product Portals
The Customer-facing CRM
Listen & Analyze
Web/Social Marketing
Product & Partners
Integrate, Automate &
Extend
Enterprise CRMSales
Enterprise CRMSalesConnect
& SellConnect
& Sell
Enterprise CRM
Sales: Connect and Sell
Empower Your Sales Organization with the Enterprise CRM
World’s #1 Sales Application
Accounts & Contacts
Opportunities
Collaboration
Workflow
Analytics
File Sharing
Average Percentage Improvements Reported by Customers
Enterprise CRMService
Enterprise CRMService
Service & EngageService
& Engage
Support: Service and Engage
16,000+ Companies
Third-party Research of Average Improvements Reported by Customers
Social Monitoring
Contact Center
Dashboards & Reports
Agent Collaboration
Knowledge
Communities
Customer Service for the Social Enterprise
Service Cloud: Bring Your Customer Service into the Employee Social Network
CRM EnterpriseIntegrated
CRM EnterpriseIntegrated
Automate & Extend250,000 Apps on the Salesforce.com AppExchange
Email / Web / Lead Nurturing / Finance / Back Office-ERP
Automate & Extend250,000 Apps on the Salesforce.com AppExchange
Email / Web / Lead Nurturing / Finance / Back Office-ERP
Cloud: Integrations
Smarter Decisions made as a Team Partnering with Clients
Measure What Matters
Share & Collaborate on Metrics
Anyone Can Get Insights Fast
© AvideonCRM LLC
Supply ChainAutomation
CustomerPortal
PartnerPortal
Collaborate
FieldService
Products
Listen & Analyze
CustomerSupport
Customer Sales
Channel Sales
The Customer
CLOUDState of the Art – Enterprise CRM
Real-Time Cloud Solutions for High Tech Hardware & Electronics Manufacturing
ExecutiveTeam Operating
Expenses OFR/OTDLeading
InnovationsLeads by Source
ClosedBusiness Sales Pipeline
Revenue Trends
CustomerSatisfaction
Support Channels
Vision, Values, Metrics
Real-Time Cloud Solutions for High Tech Hardware & Electronics Manufacturing
ExecutiveTeam
Supply Chain Marketing Sales Service
SupplierManagement
Materials Planning
Purchasing
Receiving
Workforce Management
Inventory Management
Production Planning Shipping
Lot and Asset Tracking
InnovationManagement
Product Dev & Quality
Launch Management
CampaignManagement
Search Marketing
Social Media
Content Management
Web SitesMulti-channel
Marketing
Key AccountManagement
Trade Fund Management
TerritoryManagement
Productivity Best Practices
Partner Management
eCommerce
Order CaptureCustom Products
Sample Requests
Call Center
Chat
Customer Portal
Knowledge Management
WarrantyManagement
Community Management
FieldService RMAs
R&D
Operating Expenses OFR/OTD
Leading Innovations
Leads by Source
ClosedBusiness Sales Pipeline
Revenue Trends
CustomerSatisfaction
Support Channels
Vision, Values, Metrics
Real-Time Cloud Solutions for High Tech Hardware & Electronics Manufacturing
Finance & HR
ExecutiveTeam
Supply Chain Marketing Sales Service
BillingGeneral Ledger
& BudgetingCash
Management AP/ARPatent
TrackingEmployeeHelpdesk
PerformanceManagement
Time-offManager
VolunteerTracking
RecruitingManagement
SupplierManagement
Materials Planning
Purchasing
Receiving
Workforce Management
Inventory Management
Production Planning Shipping
Lot and Asset Tracking
InnovationManagement
Product Dev & Quality
Launch Management
CampaignManagement
Search Marketing
Social Media
Content Management
Web SitesMulti-channel
Marketing
Key AccountManagement
Trade Fund Management
TerritoryManagement
Productivity Best Practices
Partner Management
eCommerce
Order CaptureCustom Products
Sample Requests
Call Center
Chat
Customer Portal
Knowledge Management
WarrantyManagement
Community Management
FieldService RMAs
R&D
Operating Expenses OFR/OTD
Leading Innovations
Leads by Source
ClosedBusiness Sales Pipeline
Revenue Trends
CustomerSatisfaction
Support Channels
Vision, Values, Metrics
Real-Time Cloud Solutions for High Tech Hardware & Electronics Manufacturing
InformationTechnology
Finance & HR
ExecutiveTeam
Supply Chain Marketing Sales Service
BillingGeneral Ledger
& BudgetingCash
Management AP/ARPatent
TrackingEmployeeHelpdesk
PerformanceManagement
Time-offManager
VolunteerTracking
RecruitingManagement
SupplierManagement
Materials Planning
Purchasing
Receiving
Workforce Management
Inventory Management
Production Planning Shipping
Lot and Asset Tracking
InnovationManagement
Product Dev & Quality
Launch Management
CampaignManagement
Search Marketing
Social Media
Content Management
Web SitesMulti-channel
Marketing
Key AccountManagement
Trade Fund Management
TerritoryManagement
Productivity Best Practices
Partner Management
eCommerce
Order CaptureCustom Products
Sample Requests
Call Center
Chat
Customer Portal
Knowledge Management
WarrantyManagement
Community Management
FieldService RMAs
IT HelpdeskAsset
ManagementPortfolio
ManagementProject
Management GovernanceOperations
ManagementChange
ManagementAgile
DevelopmentVendor
ManagementQuality
Assurance
R&D
Operating Expenses OFR/OTD
Leading Innovations
Leads by Source
ClosedBusiness Sales Pipeline
Revenue Trends
CustomerSatisfaction
Support Channels
Vision, Values, Metrics
Enterprise CRM is powerful, but complex.
© AvideonCRM LLC
2009 Forrester Research presents evidence that 47% of CRM projects fully meet expectations.
2009 Forrester: In a report titled, Answers To Five Frequently Asked Questions About CRM Projects, Forrester Vice President and Principal Analyst, Bill Band, presents evidence that under 50% of CRM projects fully meet expectations.
CLOUDY?
© AvideonCRM LLC
What’s your forecast?
53% feel CRM is not meeting expectations.
Avoid or fix common pitfalls in CRM deployment
Clearly define business process, goals and objectives.
Expect 50% of an effective CRM deployment to be focused on clearly understanding your business process.
© AvideonCRM LLC
Align Business Process with CRM Deployment
CRM technology does not replace effective management and business process.
Describe effective CRM as critical to their success.Effective on-boarding andOngoing training important
Strive for Confident Users
© AvideonCRM LLC
Data quality increases confidence.
Demand Validated Accurate Data
© AvideonCRM LLC
No dupes. No garbage. No Clutter. Empower confident users to keep data clean.
Keep Data Clean
© AvideonCRM LLC
Sales, Marketing and Service
Identify and Deliver Business Intelligence
© AvideonCRM LLC
Have you had these frustrations?
How do you identify the issues?.
© AvideonCRM LLC
© AvideonCRM LLC
Ask your team
© AvideonCRM LLC
© AvideonCRM LLC
Does our CRM
improve forecast variability?
© AvideonCRM LLC
© AvideonCRM LLC
Does our CRM improve service
level commitments?
© AvideonCRM LLC
© AvideonCRM LLC
Does our CRMimprove lead
conversion ratios?
© AvideonCRM LLC
© AvideonCRM LLC
Does our CRM identify actual sales
variability in real time?
© AvideonCRM LLC
© AvideonCRM LLC
Does our CRM identify actual
service level in real time?
© AvideonCRM LLC
© AvideonCRM LLC
Does our CRM reduce time to
escalate real sales and service need?
© AvideonCRM LLC
© AvideonCRM LLC
Pick your battle, Fix it.
© AvideonCRM LLC
Develop Confident UsersSet Data Quality ExpectationsReduce VariabilityDemand Business Intelligence
Effective CRM
© AvideonCRM LLC
Should be accelerating your business, not simply reporting on it.
Sales
© AvideonCRM LLC
Marketing
© AvideonCRM LLC
Support
© AvideonCRM LLC
Questions? Thank you.
Rich Wiklund, CEO, AvideonCRM [email protected]
© AvideonCRM LLC
View the presentation online here at SlideShare.net, or by scanning the QR Code with your smart phone or tablet.