7 Steps to Enhance Your CRM Performance

Webinar Host

Neal CrannaDirector,

MarketingMaximizer Software

Guest Speaker

Desmond BristowProfessional Services

ManagerMaximizer Software

Enhancing CRM Enhancing CRM

A successful Customer Relationship Management initiative is about more than the technology.

Your CRM initiative touches people, both employees and customers, and changes the processes of how they interact.

This presentation outlines the elements you need to take into consideration to maximize the effectiveness of your initiative.

Define Processes

Define ProcessesDefine Processes

Identify your organizational goals and link to customer facing processes

Leverage the CRM to support the business processes Reports Track customers Forecasting Activity

Embed in the organization Integrations (Financial, ERP)

Prioritize Processes Case Study: Alès CosmeticsPrioritize Processes Case Study: Alès Cosmetics

INDUSTRY: Cosmetics

KEY CHALLENGE: Organizational Reporting

SOLUTION: Remote access to salon and department store purchase history through integration to financial system and real-time reports

Tips to Take ActionTips to Take Action

Review organizational goals and objectives Define metrics related to these goals Identify processes and prioritize based on objective Map targeted customer facing processes

Example: Sales pipeline Simple Structure use a Problem/Opportunity

Analysis Chart

Problem Causes Solutions

Extra supply from production runs, shortage on others

Poor Forecasting

Improve forecasting thru tracking in Maximizer

Define Polices

Set PoliciesSet Policies

New IT Policies Examples:

High Data Quality Data Cleansing

New Business Policies Examples:

Leading handling Lead transfer

Set Polices Case Study: AIMSet Polices Case Study: AIM

INDUSTRY: Manufacturing (Solder)

KEY CHALLENGE: Dirty Data

SOLUTION: Hired 12 people to clean-up database. Upgrade from v8 to v12.


Create a CRM Policy Set usage standards…and write them down Define conventions

Example: What are your sales pipeline definitions?

More fun…Create a CRM Manifesto Target

Technical standards Business standards Ensure reporting standards are met

Automate enforcement

P Plan Performance Metrics

Plan MetricsPlan Metrics

What are your CRM Initiative metrics? How are you measuring them?

Ideas Improve forecasting by X # of activities created Increase in incidents handled Marketing Campaign ROI System usage

Plan Metrics Case Study: SiemensPlan Metrics Case Study: Siemens

INDUSTRY: Manufacturing

KEY CHALLENGE: Implement CRM in multiple independent countries

SOLUTION: Country unit with strongest focus on reporting where most successful


#1 Tip: At Maximizer we see a strong correlation between

reporting and CRM success

Define your CRM initiative success criteria

Review Structure

Review StructureReview Structure

Does your organizational structure support your CRM Initiative?

Formally assign individuals and teams to roles that support the process and CRM solution.

Review StructureCase Study: Gemcom SoftwareReview StructureCase Study: Gemcom Software

INDUSTRY: Software (Mining)

KEY CHALLENGE: Ensuring sales best practices are consistent around the globe

SOLUTION: Execute a global CRM initiative with involvement of all regions a part of CRM team


Formally assign responsibility for your CRM initiative and technology 1 business lead, 1 technical lead

Assign a steering committee to regularly review, 1+ senior managers/executives

Keep business lead from the same unit as the primary users.

Audit Skillsets

Audit SkillsetAudit Skillset

Does your team have training limiters?

Internal SME’s

Continuous training

Not just about the app, it’s about the business processes the app supports


Develop your own training & solution experts

Record CRM training for future viewing and new employees

Take advantage of CRM training programs Ensure provider has free training options

Build a CRM Internal Site for best practices

Create Rewards

Create RewardsCreate Rewards

Get Creative! Faster Access to relevant data Central source of customer data

Are the sales reps who successfully use the system….successful?


Build a good system for the work the user does (Best chance of building additional intrinsic value) Involve managers & user in design workshop

A CRM initiative may change job descriptions

Ideas Launch parties/name the system Sales Representatives compensated on opportunities CSR’s rewarded customer satisfaction surveys Outbound Telesales on # of calls made Users compensated on notes made

Build a Culture

Culture Culture

Actively Build champions Cultivate a culture that drives usage

In the most successful implementations……the team holds its self accountable to usage of the system

Build CultureCase Study: Maximizer SoftwareBuild CultureCase Study: Maximizer Software

INDUSTRY: Software

KEY CHALLENGE: Ensuring usage of Maximizer Software internally

SOLUTION: Built a culture of using Maximizer software extensively


Early Project Get your team of stakeholders involved early Keep the team informed Train on business process supported by software

Long-term Ensure mission critical business process are

supported Provide continuous training Add new functionality and maintain as business

changes Integrate 3rd party applications

7 Steps to Enhance CRM Performance7 Steps to Enhance CRM Performance Successful Organizations:

Prioritize Processes Set Policies Plan Performance Metrics Review Structure Audit Skillsets Create Rewards Build a Culture

Thank you! Questions?Thank you! Questions?

Desmond BristowManager, Professional Services

Phone: 604-639-3568Email: [email protected]

mailto:[email protected]