Transcript CRM: What’s the future? Daniel Lewis

CRM: What’s the future?
Daniel Lewis
Agenda
Practical Strategies for CRM
What’s the future?
Social Media
Q&A
Camberley
CRM – Customer Relationship Management is all about
managing the customer relationship and all that it entails:
CRM is a business strategy whose outcomes try to optimise
profitability, revenue and customer satisfaction, by organising
around customer segments, fostering customer-satisfying
actions and implementing customer-centric processes.
CRM technologies should enable greater customer insight,
increased customer access, more-effective customer
interactions, and integration throughout all customer channels
and back-office enterprise functions
 CRM is a strategy and not just a technology that needs to be
developed and driven from Board level.
CRM is a corporate asset that feeds neatly into accounting and
ERP applications
 CRM should strive for ‘Best Practice’ across the organisation
 CRM is a culture and attitude and is not just the
implementation of technology to deliver improved customer
relationship management
Three main types of CRM, Operational, Analytical and now
collaborative (or Social) CRM
The Need for CRM
The typical business has – Wastes, Pains, Issues and Islands of Information
Calendar
Marketing
Email - integration
Islands of
Information.
Sales Control
Offices spend 90% of
their day doing Phone
Calls, Meetings,
Documents, To-do’s.
Yet cannot store this
information against a
customer record
Customer
History/Support
Document
Management
Internet
integrationRemote Offices
Reporting and
management
Pipeline,
Opportunity
Management
Support/Service
You could rapidly help many problems in a
typical business, if all phone calls,
meetings, documents and to-do’s were
stored against a single customers record.
The Need for CRM
Different views of the same customer
Sales
Is a great customer
Marketing
Support
Is a nightmare
Is entitled to an
additional 10% discount
Over 20 calls using
30 hrs of time
Has recently moved
offices
Cost £1,500 last
month to support
Has received 5
marketing campaigns in
3 months
Responded to one
Total spend £40, with
5% discount
Finance
90 days past due
On credit hold
Phone number is
disconnected
Even the most sophisticated companies cannot get a simple view of
their customers
What CRM says is….
• As an organisation we need to manage and have visibility
of all the vital customer interactions in such a way that
anyone interacting with the customer can access and
update the relevant information. Whether they be……….
•
•
•
•
•
•
Meet and greet / switchboard
Marketing
Sales
Operations
Service and Support
Finance or Back Office
• A CRM System ties together all of the above through a common
parameter……the person or their organisation or even an
activity………….
General components of a current CRM System
Account
Issues
Campaigns, Waves,
and Wave activity
Service and Support Logs,
actions and history
Opportunity
Opportunity
Marketing
Contact
Contact
Contact
Opportunity
Activities
History
Diary, Calendar, To Dos etc., all
linked to Exchange
Activity
History
Back Office linked to the Account
to show Sales History, Product
History, Financial status
Back Office
What’s the future?
• xRM
• Role based CRM deployment
• Employee Interaction Management
• Social Media
Social Media Landscape
Years To Reach 50 Million
Users
Radio: 38 years
Internet: 4 years
TV: 13 years
100 million users
Facebook: 9 months
Social media
•
Allows you to communicate instantly with your customers....
•
Share information about your company, products you provide and the landscape you
work in
•
BUT also....
•
Allows you to listen to your customers and prospects
•
Allows you to listen to your competitors
•
If you are talking about yourself so are your customers and competitors!
Social Media Tools
Tools
Description
Social Networking &
Social Networking
Aggregation
Member-based communities
that enable users to link to one
another based on common
interests and through invitations
RSS
A syndication or feed format that
lets users aggregate content
from multiple sources
Blogs & Microblogs
Sites where users post regular
text and other media, then
receive comments from readers
Crowdsourcing
Forum where people collectively
contribute on a given topic or
problem and are often
compensated with recognition
Examples
Social Media Tools
Photo, Video and Audio
Sharing
A service that provides users
with tools for uploading, tagging
and/or sharing media
Wikis & Collaboration
Software
Publishing tools that encourage
collaboration by allowing
multiple users to edit documents
Social Bookmarking
Sites that allow users to store
and tag Web pages and benefit
from the work of others when
searching
Social News
Sites that allow users to store,
rate and tag news stories
Discussion Forums
Threaded discussions for
communities of interest, with
threads on specific topics
Social Media Tools
Virtual Worlds
A digital environment that
simulates a physical world and
encourages users to interact via
avatars
Social Widgets
Small applications that pull
information from social
networking profiles and display
them elsewhere (e.g., on a blog)
• Knowing the tools is not enough!
• Understand the Direction
• Leverage to encourage peer Influence
For businesses?
• Many marketers believe that B2B audiences will be less likely to
respond to social influence marketing
• Research indicates that B2B audiences are increasingly equaling and
even surpassing consumers in engagement with social media
• Explosive growth of LinkedIn and Facebook; both approximately
doubled their unique visitors within one year.
• LinkedIn is clearly a business-oriented tool, Facebook is increasingly
becoming the place where business and personal users converge.
The Business Benefits..
Market and
Product
Research
Product
Management
Customer
Service
• Valuable Insights
• Cost effective
• Honest Feedback
• Soliciting input & participation
• Reinforce commitment to customer feedback
• Provide information easily accessible to interested
parties
• Reduce strain on call centers
• Obtain helpful suggestions through active engagement
The Business Benefits
Public Relations
• Deliver powerful insight shared with community
opinion
• Reach Larger Audiences
• Enhance Brand loyalty
Internal
Corporate
Communication
• Reach higher levels of productivity and
innovation
• Internal Wiki / Blogs Transform conversations
• Engaging peer influences to achieve objectives
Underlying CRM Platform to track and process
information proactively for better analysis
How Social Networking and
CRM Connects
Customers are the heart of a business
Use CRM to plan manage and measure the tangible
business benefits of social networking
Bring in otherwise untapped and unmanaged online
conversations
See a true 360 ° View of the customer
To summarise
CRM should involve everyone – as much as possible. Ideally all of
the people in the business with all of the customers for all of the
activity. From front of house to support, sales to finance.
CRM needs to be driven as a philosophy so that all in the business
buy into what it is trying to achieve. This can be hard work – make
it beneficial.
However, once initiated it will snowball in an organisation.
The system becomes the eye on the customer. There is a tendency
to do everything through it. This in itself drives to get other
customer facing applications ported to / through CRM.
Don’t ignore new technologies and behaviour
Don’t run before you can walk with Social media!
Questions and Possibly Answers
@dannycrm