CRM: Identify, Win and Keep profitable customers 19 th May 2009 Steve Orriss James Pennington

Introduction Martin King-Turner

Who, what, why and how... Who: – University of Warwick, Engineering School, WMG, Digital Lab... What: – A new £50 million Initiative Why: – Digital technology is pervasive and core to all activities – Impacts all individuals, technologies, sectors and countries to create wealth – Multi-disciplinary science involving end users How: – Research and Education – Knowledge Exchange Programme: Recognised leading provider of research driven digital innovation for SME’s

Scope of Digital Lab Activity Digital Product Life-cycle Management Simulation and Modelling e-Business Systems of Systems Experiential Engineering Informatics and Virtual Reality Visualisation Applied Neuroimaging Digital Innovation e-Security Application Domains Integrating Technologies DIGITAL MEDIA HEALTHCARE SCIENCES DIGITAL MANUFACTURING Find out more on the tour!

© 2009 National B2B Centre 07:30Breakfast 08:00Welcome 08:05CRM: Identify, Win and Keep profitable customers 08:50CRM – the technical bits… 09:10CRM case study and demo 09:30Q&A session 10:00Coffee, networking and Lab tour Agenda

CRM: Identify, Win and Keep Profitable Customers Steve Orriss

© 2009 National B2B Centre Today’s objectives Understand: the business issues CRM can help resolve the benefits it can deliver the main functionality CRM offers the business processes it supports the key issues to consider when planning a CRM project

© 2009 National B2B Centre CRM - definitions The people, processes, and technology questions associated with marketing, sales, and service. The art/science of using information to find, acquire and retain customers. Source: CRMAdvocate.com CRM: Identify, Win and Keep Profitable Customers

© 2009 National B2B Centre What is CRM? Originally, a business philosophy putting the customer at the centre of everything a business does Now, more often a term describing ICT applications which give businesses the ability to systematically increase their knowledge of their customers

© 2009 National B2B Centre What are the issues in your business? Better control and visibility of sales pipeline Manage and measure marketing campaigns The whole team has the same understanding of where we are with a customer Everything about a customer in one place CRM: Issues

© 2009 National B2B Centre CRM – why bother? Store all customer information in one place readily available to all employees analyse to drive sales and marketing service histories for product improvement Manage customer related business processes Sales pipeline and reporting eMarketing campaigns and measurements Service requests and management Assign & Manage tasks and activities Chase up old customers and quotes

© 2009 National B2B Centre All customer data in one place Increase sales to current customers Better informed marketing decisions Increase customer retention, satisfaction, loyalty and spend No lost leads No forgotten appointments Data available out of the office Improve internal productivity CRM: Benefits Keep Keep/Win Identify/Win Keep/Win Identify/Win Win/Keep All

© 2009 National B2B Centre General Operational Analytical Service and Support CRM Functions

© 2009 National B2B Centre Manage account and contact details Manage tasks, assign ownership, set reminders Calendars Build and store customer history Store documents against accounts CRM functions - general

© 2009 National B2B Centre Manage marketing campaigns Manage sales pipeline Manage service calls and tickets Manage customer contact history In all cases, track and measure effectiveness CRM functions - operational

© 2009 National B2B Centre  Record sale  Manage projects  Set Follow-up activity CRM functions – sales pipeline process MarketingLeadsOpportunities Delivery Projects Managed by CRM GeneratesWinQualify IdentifyWinKeep  Website  Pay Per Click  eShots  Newsletter  Events  Assign Ownership  Manage calls  Manage pipeline  Sales calls  Mobile  Quotes

© 2009 National B2B Centre Building a full customer history allows analysis for many purposes: Identify and execute new campaigns Up-selling Understand customer behaviour Management Information: Reports and dashboards Sales performance Customer trends CRM functions - analytical

© 2009 National B2B Centre Help desk / call centre Assign ownership / ensure follow up Receive and manage service requests Manage service activities Reminders for routine maintenance and contract renewal CRM functions - service and support

© 2009 National B2B Centre Steps to a successful project Implementing CRM

© 2009 National B2B Centre Implementation issues What do you want to achieve with CRM Who will use it Where will they want to use it What functions will they require What data will they need - now & future Reports, dashboards, analytics How do we select the right solution “Guide to purchasing ICT: A good practice guide for small businesses”

© 2009 National B2B Centre What do you want from CRM? Strategic issue More effective marketing Win new customers Sell more to current customers Improve after sales service Correct a problem Poor lead management Documents all over the place Inconsistent or hard to manage sales process Understand which are best and worst customers

© 2009 National B2B Centre Who is going to use it? Right answer – everyone who ever interfaces with a customer or potential customer Marketing, Sales, switchboard, service engineers They should record the results of every contact Where will they be when they use it? Office, another office, car, customers, Starbucks, hotel How good are their ICT skills? Use user groups representatives to obtain Buy-in

© 2009 National B2B Centre What functions do you need? Sales Force Automation Opportunity Management Contact management Call centre Help Desk Campaign Management Customer Service Sales Analytics Marketing Analytics eMarketing Cross selling Up Selling Field Sales Support Field Service Activity management eSales Documents After sales service Customer History Integration Invoices Mailshots Quotes Leads Orders

© 2009 National B2B Centre What data do you need? What customer data will you collect? What do you want to do with it? Where will it come from? Contact details Name, address, phone, , url, - for customer & people Customer specific documents Quotes, s, orders, Data for future analytics and marketing industry sector, size etc. for market analysis Will you need more or different data in the future?

© 2009 National B2B Centre Write it all down as a Request for Quotation Send it out for quotes Select carefully, use the users Create a short list Invite to give demonstration Make final selection Contract Implement! Choosing the solution

CRM: The Technical bits … James Pennington

© 2009 National B2B Centre OFFICE Implementation – Method 1 Bob JulieFred GeorgeJane

© 2009 National B2B Centre OFFICE Implementation – Method 2 Bob JulieFred GeorgeJane Bob Machine / Server

© 2009 National B2B Centre OFFICE Implementation – Method 3 Bob JulieFred GeorgeJane Bob Machine / Server

© 2009 National B2B Centre Standalone Application: Client / Server Web based Hosted SAAS (Software as a Service) On-Demand What does it mean?

© 2009 National B2B Centre Do you need multiple user access? Do you need synchronisation? What type of machines do your users have? Do you need remote access? Understand the features? ALL THE ABOVE IMPACT THE SYSTEM CHOSEN

© 2009 National B2B Centre A Selection of Tools ACT! NetSuite SalesForce vTiger SugarCRM SageCRM GoldMine CiviCRM TactileCRM Microsoft CRM GoldMine InsideSales b2bCRM iContact SalesLogic ZohoCRM Siebel PeopleSoft

Case Study… James Pennington

© 2009 National B2B Centre 4 Directors 18 members of staff Multiple paper based systems Company background

© 2009 National B2B Centre Poor Communication across business Too much paperwork Poor quality of Service to client base High Costs to working practices Meetings, meetings and more meetings….. Issues

© 2009 National B2B Centre Organisational Restructure CRM system ICT Enabled workforce Remote Working established Solutions

© 2009 National B2B Centre Happy Staff!! Shorter Meetings Management refocused on business More Work – More Staff Improved marketing reach Pro-Active client engagements Improved Customer Service Benefits

© 2009 National B2B Centre WebSite Telephony Finance Support Where Can it GO! ONE SYSTEM – ONE POINT OF ACCESS

© 2009 National B2B Centre Questions ?