Transcript Document
What is CRM? The simplest, broadest definition can be found in the name: CRM is a comprehensive way to manage the relationship with your customers — including potential customers — for long-lasting and mutual benefit. More specifically, modern CRM systems enable you to capture information surrounding customer interactions and integrate it with every customer-related function and data point. The resulting information mosaic is then used to create and automate a variety of processes that identify, and describe, valuable customers. Most important, these processes help you personalize new and ongoing interactions to cost-effectively acquire, stay close to, and retain these "good" customers. Put another way, there are good customers and not-so-good customers. Can you tell them apart? What will it take to keep the good ones good (or make them better) — and how can you get more of them? Can you improve the not-so-good ones — and is it worth the effort? Now apply these principles automatically, to your entire customer base and prospect pool, as your business and the market evolve over time. That is CRM. CRM: The Payoff On the plus side, customers with successful CRM systems report higher profits; lower costs to attract and retain customers; greater customer loyalty; and smoother, more streamlined workflows. Specific benefits cited include: More timely and targeted customer services • Increased per-customer revenues • Greater cross-sell and up-sell success • Trimmed sales cycles • More-efficient call center operations • Improved sales forecasting • Fewer customer problems • Better-informed marketing decisions Acquire New Customers and Grow Your Business Generate leads by advertising your business online with Google AdWords. Turn those leads into new customers with Salesforce CRM. Advertise your business on Google Take five minutes to write your ad and select a couple keywords—even target your ad locally. People click on your ad When people search on Google, your ad is displayed and traffic is driven to your site. Capture leads from your Web site Prospects fill out a Web form, which creates a lead in Salesforce that is routed to your sales team. Manage the follow-up process Log calls, send emails, and update the status of your leads so that you never miss an opportunity. Convert leads into customers Update deal information, track opportunity milestones, and record all opportunity-related interactions. Manage customer relationships Acquire deep knowledge of every account, facilitate collaboration, and build and maintain strong, lasting customer relationships. Measure what’s working • A real-time view of your business • A single solution for insight • Customizable reports Manage Customer Relationships When you get a call, start by searching Salesforce. You can quickly review the account and see who else at your company has been working with them. You can then use Salesforce to capture call notes and create a follow-up task if need be. A Customer Calls The customer may be calling you directly or they may have been transferred to you. Search Salesforce The first thing you want to do is search Salesforce to see what information is available. Gather Insight By clicking on a contact or account, you can view all their activity history, outstanding follow-up items, and other pertinent information. Update Information Salesforce provides a place to log call notes, save important emails, and update information so everyone knows where things stand. Measure what’s working • A real-time view of your business • A single solution for insight • Customizable reports Assign Tasks Often times you’ll need to assign a follow-up task for yourself or someone else on your team. Follow Up Assigning tasks in Salesforce improves collaboration and creates true accountability. Streamline Your Service and Support Organization Effective customer service benefits everyone—customers, agents, supervisors, and the company’s bottom line. Deliver outstanding and consistent service and support across many channels including phone, email, Web, and chat. Customer Logs a Case When a customer has a problem, they can log a case online or call your support team. Case Is Routed Cases can be automatically routed to a queue based upon business rules. Gather Insight An agent works the case, reviewing account information such as entitlements and activity history. Find Solutions The agent can quickly solve the case using suggested solutions from the knowledgebase. Case Closed The agent communicates the solution over the phone uses an email template and closes the case. Customer Portal The customer has 24/7 self-service access to their case history, the knowledgebase, and the online community through the customer portal.