Peterborough Biscuit - CRM Insights Talk
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Transcript of Peterborough Biscuit - CRM Insights Talk
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CUSTOMER RELATIONSHIP MANAGEMENTPETERBOROUGH BISCUIT
08 FEBRUARY 2017
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Show of hands
#1
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An Admission...
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What is CRM?
Show of hands
#2
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Hyperama, Padholme Road East07788 719504
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Npower voted worst for customer service for fourth year running
By PA/AOL Money, Jan 22, 2015
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What is CRM?
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What is CRM?
• Philosophy
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What is CRM?
• Philosophy• Technology
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What is CRM?
• Philosophy• Technology• Business process
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Botolph Bridge Trading Estate, Oundle Road, Woodston01733 897727
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Customer Communications
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Customer Communications
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Customer Communications
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Sales Ledger / Payment Processing
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Sales Ledger / Payment Processing
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Sales Ledger / Payment Processing
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Purchase Ledger
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Project Costing
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Data analysis
Customer Contact Data in a system i.e. ‘retrievable’:
1,300 customers54 email addresses
13 mobile phone numbers73 company names
46 first names
1,030 VRMs (10% keying error rate)
In other words, NOT actionable insight
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What are the triggers....
Seasonality: MOT-related
Capacity: Finite
Human nature: procrastinate
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Plan & Act
+Data via API
VRM checkvia API
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Repository of Actionable Information
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MOT Renewal Marketing Communications
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MOT Renewal Marketing Communications
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MOT Renewal Marketing Communications
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Commercial Results
Turnover increase (post-CRM cf. pre-CRM era)
33%
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Data Results
Mobile +3,592%
First name +1,826%
Email +420%
Company +372%
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Customer Insight
email or mobile*
5% 43%
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Reputation
Anecdotally very positive
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General implementation advice
crminsights.co.uk/case-studies
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CRM Implementation - General Advice
1 + 1 = 2
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STRATEGY
DATASOFTWA
RE
CRM
RESEARCHCULTURE
PEOPLE
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DATA
SOFTWARE
CRMAGENCY
RESEARCH
CULTURE PEOPLE
STRATEGY
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ProductPeopleProcess
Remember the 3 Ps
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01733 902340
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Software trial
crminsights.co.uk/workbooks
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Questions?
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