Transcript Act for promotion applications training slides
ACT
Client Relationship Management System Implementation for the Armenian Development Agency
Rick Shaddock, Computer Instructors Corportation And MIGA – Investment Marketing Services
Introduction
• • • • The Learning and Innovation Loan (LIL) of the World Bank seeks to build the capacity of the ADA to stimulate Armenia’s exports and foreign direct investment levels In particular, it seeks to make the ADA effective both in terms of reacting to investor enquiries and in terms of proactively seeking out new potential investors and export opportunities for Armenia As a consequence, it is anticipated that the volume of business contacts will increase dramatically. Hence, the ADA needs to be equipped with the right information and tracking systems to respond to the challenge of servicing potential investors and assisting exporters – in short a Contact Management System .
Definition of Client Relationship Management System (CRM)
• • = a tool to provide a comprehensive approach to integrating every area of business that touches the customer - namely marketing, sales, customer service and field support. Alternative term: Contact Management Systems (CRM) • The best CRMs are designed to integrate people, process and technology, taking advantage of the Internet. Source: DCI's Customer Relationship Management Conference and Exposition. For more information, see http://www.dci.com/crm
Objectives of the Contact Management System Implementation
• • • • • To improve marketing and coordination efforts in the ADA To improve teamwork and knowledge sharing in the ADA To retain and track important investment data valuable for future reference and analysis To create standardization To analyze FDI trends, economic changes, investment climate and other statistical information derived from the system
Functionality in ACT!6.0
• • • • • • Schedules and keeps detailed records of calls, appointments, company visits, email, mail correspondence, and all other contact with clients Generates reports for internal and external use Does statistical and graphical analysis and evaluation of marketing activities undertaken in the organization Maintains an unlimited number of new inquiries and tracks their progression through the stages of Inquiry, Lead, Committed, and Investor Tracks post-implementation data and captures reasons for waning of client interest in the project, country or sector Records and analyzes the total impact of an investment in the country
But…..
• • • • Even the most sophisticated contact management system is only as good as the data entered.
And it won’t lead to productivity gain, unless it is accompanied by organizational change “Learning” organizations – organizations that are constantly improving processes and in which a “can-do” mentality thrives – fair better in responding to the challenges of today’s fast changing business world “Integrative” organizations do better in implementing IT projects
Working together to make the ADA a first class economic development agency E-Promotion Traditional organization Technological organization Traditional Investment Promotion
Implementation Process
Needs assessment INFRASTRUCTURE Decision: ACT Installation
Customization Data Migration
Training
CRM Launch Operation [Monitoring, identification of additional training needs, Reporting ]
Training Schedule
CRM Training Schedule
Session Time
Morning 10:00-13:00 Monday March 24 Tuesday March 25 Wednesday March 26 Thursday March 27 Friday March 28
Conference Room Everyone EP room 14 Export Promotion IP room 9 Investor Promotion IS room 1 Investor Servicing EP room 14 Export Promotion
Lunch Afternoon 14:00-17:00
IP room 9 Investor Promotion IS room 1 Investor Servicing EP room 14 Export Promotion IP room 9 Investor Promotion IS room 1 Investor Servicing
Questions & Answers
To give you a flavor of what you can expect, here are some screenshots of the software …..
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Main field areas: Record classification fields
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Company & person information
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Physical address fields
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Mail address fields
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Personal fields
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Company classification fields
Customizable field entry order
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Field entry order Movement through fields can be done with tab or enter key Establishes the optimum sequence for data entry Only most used fields are in the order sequence Fully customizable
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Relationship field: defines your relationship with the contact Client – person receiving services from the IPA (information, research, site visit, servicing, etc.) Contact Network – the network of personal and professional contacts that you have or could deal with in the future Unqualified lead – a contact from a database, business card, etc. of undetermined potential Qualified Lead – a contact that has been researched and is determined to be of promotional interest Service Provider – Providers of goods and services to the IPA or to its individuals
Line of Business Field: used extensively for determining group membership and for future searches of contacts Important to decide on the major categories for use. Changes to field should be disabled Not to be used to determine the relationship with you (for this we use the relationship field). Defines the contact’s main area of expertise, business or interest that may be of interest to you
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Scheduling activity series: Lead referral Promotion campaign Site visit Registration process Fairs and shows
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Using activity series: Programming of sequential activities Example: main items of a promotion campaign Activity series can originate from a start date or work back from a target completion date
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Using activity series: Example: Investor facilitation – the site visit All the planning, preparation, implementation and follow-up steps required Permits tracking and monitoring the entire process Avoids things from “falling through the cracks”
Multiple email addresses may be used
Tracking the pipeline of investment projects
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Used to manage the investment promotion process For promotion follow-up For reporting to Management Preparation of reports to the Board of Directors, donors and stakeholders Monitoring effectiveness and cost benefit
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Entire program Regions Foreign offices Individual promoters Promotion teams
Identification & Positioning Proactive Marketing Facilitation Follow-up Services Closing
The Sales Pipeline Funnel
Contacts (Potential Investors) Presentations Country Visits Follow-up visits Approvals Results Investments Benefits 10,000 contacts 1,000 presentations 100 visits 50 follow up visits 15 approvals 10 investments
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All promotional milestones should be put into sales opportunities Each opportunity is input only once As the client is moved through the different sales stages the probability is ajusted and the sales stage is updated Sector Type of investment Sales stage Jobs Investment Per Job Invest ment Prob ability
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Pipeline report by sales stages Reports global pipeline, pipeline of an individual promoter, for a specific lookup (region or groups of promoters), different time periods (month, semester, year, etc.)
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Organizes pipeline by sales stages:
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Identification of lead Cold call Presentation Site visit Etc.
Reports closed/won sales
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Sales organized under the contact person Used if several projects are being considered by one organization
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Organizes pipeline by % of probability
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Organizes pipeline of projects or investments by the responsible record manager
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Pipeline report by investment and months
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Pipeline report by jobs and months
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Line graph of Pipeline report by jobs and months
Manipulating databases
Lookups by selected SIC codes
Creating groups from lookups (lead qualification)
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A selected group is tagged during a lookup The lookup is used to creat a group This group can be used for mass mailing lists, cold calling, mass emails, etc.
Groups help us track relationships of all types
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This major group organizes all the stakeholders in the country Subgroups organize and illustrate key relationships with different institutions or promotional partners