0Introduction to CRM –
Customer Relationship Management
- much more than just a
contact databaseWhy CRM?
“A business absolutely devoted to service will have only one
worry about profits. They will be embarrassingly large.”
Henry Ford
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 TrailKnow 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” CustomersCurrent 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 VIPA 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 presentA good CRM system
improves your processes
• Standardises your processes
• Improves the weakest linkA good CRM system is used
• Some of the best CRM systems in the world
fail as they are not used……….
-Areas of CRM
From 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 whenAreas of CRM
From cradle to grave
• Sales
– Managing your opportunity pipeline
– A more structured sales process
– Follow up on Quotes
• Service
– Managing issues/cases
– SchedulingWhat 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 devicesWhat 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 analysisWhat 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 usersHow 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
THANK YOU
