Sales Force Automation_3.ppt

7/28/2019 Sales Force Automation_3.ppt

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Sales Force Automationand

Customer Service Centers


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Sale Force Automation & Customer Service 2009 2

Outline

Sales Force Automation



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Sales Force Automation (SFA)

The application of digital and wireless technologiesto personal selling

Mobile phone Voice messaging system

Fax machines Email Laptop PDA

Interactive websites Wireless data transmission CRM database


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Sales process

A logical sequence of selling stages thatoccurs between the time an opportunity isrecognizeda prospect is identifiedandthe time of follow-up activities after a saleis close.

Leads: prospects who may or may not beinterested in organizations offering.

Qualified leads: shown to have a positiveexpectation of lifetime value and an abilityto purchase


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Sales Pipeline

Identify Lead(Suspected interest)

Qualify Lead (ValueEstimates)

Re-contact

(winback interest)

Close

(Ask for the sale)

Develop Relationships(Cultivate interest/desire)

Contact BuyingCenters (Recognizekey players)

Negotiate terms(Long-term view)

No Yes


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Pros and cons of SFA tools

Pros:

More efficient workers

Closer relationships

with customers

Cons:

Conflicts in salesforce due to fear of

disintermediation Fear of being

replaced

Irritation in changingtraditional approachesto the job


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SFA Tasks

Contact and time management

Lead and Opportunity management

Knowledge management and intranetaccess

Price quotes and order configuration

Follow-up management Analysis and reporting tools


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Contact and time management

Contact management: Organizing data aboutorganizations and about customers andprospects within those organization. Rangingfrom personal data to driving directions.

Collaborative communication allows contactinformation to be shared with sales teammembers.

May include a personal calendar to scheduletravel, make important calls, appointments, andmeetings.


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Lead and Opportunity management

Prospecting: Identifying potential customers interested inthe organization or its product.

Lead: name of prospect, sources from referrals,advertising inquiries, records of visitors to company websites.

Lead management software helps determine if a lead isa qualified prospect or not and direct the lead to the mostappropriate field sales representative with arecommended action.

Opportunity management: a comprehensive processincluding lead management and other activities andinformation throughout the entire sales pipeline.

Sales forecast: a best guess projection of unit or dollarvolume.


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Knowledge management andintranet access

Knowledge management: the process ofcreating an inclusive, comprehensive, and easilyaccessible organizational memory.Organizations intellectual capital.

Intranet and extranet.

Ex. GEs Global Supplier Network (GSN), thelargest private marketplaces, with 36,000

suppliers. Only representing a quarter ofbusiness unit, and 40% of $50 billion in annualspending.


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Price quotes and orderconfiguration

Data from product catalogs, price lists,discount schedules, and other informationto provide price quotes.

Product configuration: important for sellingcomplex, custom-tailored products for aparticular customers situation.

Good for cross-selling suggestion.


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Follow-up management

Usually part of contact management

May provide shipping schedule, on time ordelay

Thanks or explanation


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Analysis and reporting tools

Generate call reports and sales reports

Analyze sales figures and activity level, bytime period, customers, region, and othercriteria.

Allows managers to ask questions, andinsert data into report templates.


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Resistance to SFA systems

Hard to accept the system and incorporate itsaspects into daily routine.

Feel threatened, and spied on daily activities

Explanation, communication, and training

Cell phone 79%, laptop 76%, pagers 23%, PDA18%, In-car GPS 1%, according to a recentsurvey.

On-line incentive program: allows salespeople toselect bonus gifts on an intranet.

Goal: automate repetitive aspects and free


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Customer service and support throughmultiple media (channels):

Physical Visit

Telephone (a call center) Email

Interact on official website

Fax Writing letters


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Call centers

Call Routing

Interactive Voice Response (IVR)

Caller ID SystemsAutomatic Distribution System (ACD)

Many call center operations begin the CRM

process by creating a trouble ticket, alsoknown as a caller note.


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Customer Service Personnel Good phone voice

Proper phone etiquette

Positive attitude

Self-motivation

Grace under pressure Highly developed listening skills

Problem-resolution skills

In-depth knowledge of companys products andservices

Round-the-clock supports may hire servicepersonnel in different time zone.


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Call scripting

A prearranged and written response to varying,usually repetitive, problems from customers.May be derived from data-mining or statisticaltechniques. Provide consistent response anduniform image.

Reason for contact

Customer behavioral preferences

Lifetime customer value

Cross-selling opportunities and propensity tobuy

Current sales promotions or price data


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Evaluation of call center

The performance of individual agents and theunit as a whole

The number of calls Call type Timing waiting on hold Abandonment rate Time to resolution

Average length of call For quality control purpose, the calls may betaped and reviewed.


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Web-based self service

Relatively inexpensive

Work with a call center

Call center should channel traffic to theWeb

Updated FAQ

Live person chat software

Documents

Sales Force Automation_3.ppt