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The presentation defines what CRM is, how you can develop a strategy and select the appropriate system for your business.
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Creating value through innovation and technology
Growing Your Business through CRM
wwww.pulego.co.za
Presentation discusses…
• What CRM is
• How set-up a CRM strategy
• Key functionality in aCRM system
• Comparison of systems on the market
• Integrating CRM in your business
wwww.pulego.co.za
5 Common Pains
Lose potential business
Customers care is a challenge
Don't track opportunities
Simply disorganised with scattered company info
Low marketing efforts
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A company-wide business strategy designed to efficiently increase profitability by solidifying customer satisfaction, loyalty, and advocacy
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Why CRM Strategy?
“70% of CRM initiatives fail” – Cap Gemini Ernst & Young
“90% of enterprises cannot show a positive return on CRM” – META Group
“75% of CRM initiatives fail to substantially impact the customer experience” – Gartner
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Strategy Process
1. Set business goals
2. Diagnosis
3. Dissect Problems and Opportunities
4. Map Direction
5. Set KPIs
6. Identify Resources
7. Outline Processes
8. Select CRM System
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1. Setting Business Goals
• Vision
• Mission
• Target Market
• Customer Segment
• Value proposition
• Products and Service
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4. Dissect
Problems (Weaknesses + Threats)
• Why ________________
• Why ________________
• Why ________________
• Why ________________
• Why ________________
Advantages (Strengths + Opportunities)
• What ________________
• What ________________
• What ________________
• What ________________
• What ________________
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5. Direction
Solutions to problems:
1. ________________
2. ________________
3. ________________
Efforts on advantages:
1. ________________
2. ________________
3. ________________
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6. Key Performance Indicators
Areas to map your measurable KPIs
• Marketing
• Sales
• Customer satisfaction
• Service delivery
• Financial effectiveness
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7. Resources
• People
• Technology
• Knowledge
• Support (suppliers)
• Financial
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8. Business Processes
• Marketing
• Sales
• Service
• Delivery
• Support
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Sales & Marketing Automation Campaign management
Web to lead capture
Email marketing
ROI measurement
Products, quotes, contracts
Opportunity management
Track sales activities (meetings, calls etc. & outcomes)
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Customer Service Automation Accounts management
Support cases
Bug tracking
Email management
Knowledge base
Important dates (contract expiry,
payment reminder, birthdays etc)
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Team Collaboration
Task management
Project collaboration
Track team activities for leads, cases,
contacts & opportunities
Activity stream
Document sharing
Shared Calender
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Selecting you CRM System
• Supports Strategy
• Value for Money
• Reliability and Uptime
• Customer Service
• Technical Support
• Features
• Ease of Use
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Salesforce Microsoft Dynamics
SugarCRM Zoho Vtiger
Price (user/month)
$65 $44 $35 $12 $12
Editions Various
packages Standard package
Various package (free)
Various package (free
3 users)
Standard & free
Type Proprietary Proprietary Proprietary Open Source Open Source
Functional Advantages
Variety of tool, outbound marketing
Integration with MS tools
Social CRM, 3rd party
tools, self-host
Price, simple features & language
Price & simple features
Hosting Cloud based Cloud based & self-host
Cloud based & self-host
Cloud based
Cloud based & self-host
Limitations Cost Browser & operating
system Min 5 users Simplictic
Development of features
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Integrating CRM in Your Business
• CRM strategy and process
• Tools that apply to your business
• Lead from the front
• Get a good CRM experience
• Have good technical support
• Look out for best practice (articles, seminars, webinars)
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3 Disciplines Discipline 1: Information Storage
– Database capable of important information about your potential and current customers
Discipline 2: The Right Information
– Your CRM system is for any information that adds value to the customer relationship
Discipline 3: CRM is a habit
– Make your CRM system a central part of your business to get tremendous value from it
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BECAUSE…..
”CRM will Drive IT Spending in ’13 and Beyond” Gartner
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The End
Tshepo Thlaku
M: 074 117 2762
T: 012 771 2322
www.pulego.co.za
Twitter: @pulego
Facebook: Pulego Communications
