Transcript Document

Customer Relationship Management
Basics
Fusion 08
Matt Resong
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Introduction
• Presenter
• Scope
– Basic day to day usage of the CRM Module
• Audience
– Anyone using the CRM module day to day
• Sales Manager
• Salespeople
• Customer Service Representatives
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Why CRM?
• To CRM or not CRM – that is the real question
• Answer:
– The dreaded “because I was told to”.
– You will be able to work more efficiently.
– All employees with access to the data can get up to
speed and help you out at a moments notice.
– Management will be able to make better decisions
for the entire company.
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Activities – What are they?
• An activity is a singular operation or process step
– These can often times be associated to a distinct time frame.
– These may be scheduled - calendar type events.
– These may be associated to an account, contact, opportunity,
and/or campaign.
– These are normally “assigned to” or “performed by” someone.
• Examples:
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Receiving an RFP from a prospect contact.
Sending an estimate to a customer.
Calling a prospect to discuss a project.
Follow-up meetings/calls to quote(s).
Internal Company Meeting.
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Is this an Opportunity?
• An opportunity is any work or potential work either
requested by or anticipated from a customer or
prospect.
• Opportunities add to the sales pipeline.
• Opportunities are normally associated to many
activities.
• Examples:
– Prospect requests a quote for ACME Mailing Project.
– Customer sends a new job to you, without a quote.
– A prospect sends you an RFP.
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A Campaign is a What ?!
• A campaign is a marketing or sales related effort being
performed by your company.
– Normally span a significant period of time – Weeks or Months.
– Normally consists of many activities.
• The end result is to generate opportunities and sales
leads.
• Examples:
– Summer 2008 Mass Mailing to all Customers.
– Annual Customer Appreciation Event.
– Prospect E-mail marketing campaign.
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CRM Accounts
• Customer Accounts vs. Prospect Accounts
– All data is stored in the same place, regardless of account type.
– All accounts are called “Customer’s” in ePace.
• The Tables and Screens
– The primary functionality difference is the inability to create a
job for a prospect account.
• Usage
– Can be indirectly associated to Campaigns via Activities.
– Can be directly associated to: Activities, Opportunities, and …
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CRM Contacts
• A contact for an account contains different
information than an account.
• Contacts can be prospect contacts or customer
contacts.
– A customer may have prospect contacts
– A prospect may not have customer contacts
• Contacts can be associated to activities.
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Account Entry and Use
• Creating a new account
– The importance of “Customer ID” and “type”.
– Account Categorization (Sales Info) options.
– Upon creation, the first contact record is also
created.
• Viewing an account
– Can create account level notes here.
– Map functionality.
– Review contacts, opportunities, and activities
associated to account.
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Contact Entry and Usage
• Creating
– CRM specific information includes:
• Source Type
• Various Flags (Booleans)
• Importance of CRM flag
• Usage
– Creation of activities and notes within a contact.
– Quick entry into the calendar.
– Same Map functionality as accounts.
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CRM Activities
• Entry
– Points of entry
• Direct
• Account, Contact or Campaign
• Automatically from an estimate
– Information available for entry
• Context related filters
• Calendar applicability
– Activities are designed to show on a salespersons calendar via
Assigned to designation.
– Activity type determines icon.
– Status determines visibility.
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CRM Opportunities
• Creating a new opportunity
– Points of entry
• Direct
• Account or Campaign
• Automatically from an estimate
– Entry of an Opportunity
• Significance of Probability, Amount and Date Fields
– Sales pipeline and Forecasting
• Existing Opportunities
– When from estimating, a link to the estimate exists.
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CRM Campaigns
• Entry – Direct
• Existing Campaigns
– Campaign Notes
– Adding Activities
• Must select the applicable campaign
– Adding Opportunities
• Cannot associate directly to a campaign. Must use an
activity as an intermediary to associate an opportunity to a
campaign.
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CRM Calendar
• Points of Entry
– From Account or Contact
– Direct
• Viewing
– Various “views” (Daily Weekly Monthly) and navigation
– Hovering over an item.
– Clicking shows context menu.
• Adding new activities
– Only Available in the Monthly View.
• Specific salesperson calendar
– Properly configured appliance shows only your activities.
– View others by selecting from list.
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CRM Reports
• Activity Reports
– Activity List
• Determine activities and opportunities to display depending upon
preference.
• Determine salesperson ID, only using a range if you want more than one
salesperson's activities in the report.
– Past Due
• Displays a list of activities shown as not yet completed for prior dates.
• Opportunity Reports
– Opportunity List report shows a simple list of opportunities based upon
parameters entered when the report is run.
– Forecast Report displays information relative to dollars within the sales
pipeline.
• Campaign List Report
– Displays a simple list of campaigns and related information based
upon parameters entered when the report is run.
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Extending Functionality
• Leveraging ePace Station Queries
– Example: Prospect Follow-up List
• Easily identify prospects with a scheduled follow-up call.
– Example: Prospect information extraction for
campaign
• Custom Reporting Possibilities
– Standardized marketing letters
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Customer Relationship Management
Basics
Q&A
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