1 the technology behind the business ivy meadors high tech high touch solutions using technology to...
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The Technology Behind the The Technology Behind the BusinessBusiness
Ivy MeadorsIvy Meadors
High Tech High Touch High Tech High Touch SolutionsSolutions
Using Technology to Run Using Technology to Run Your Speaking BusinessYour Speaking Business
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The Technology Behind the Business: Using Technology to Run Your Speaking Business
Walk away with knowledge to manage your data more proficiently and grow your business. You’ll learn how to manage your leads, customers and business associates with contact management software, and take home important information on easy-to-use technology to build, update or enhance your Web site.
Slides posted at:
NSASpeaker.org/burbank/handouts
Session Description
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** CRM / Contact Management
** Screen pops
** Blogs - Content Management (collaboration software)
** Interactive Brochures
Presenting
“CRM is one of the most crucial business strategies today – technology is the enabler.”
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Contact Management
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Defining CRM and Contact Management
Customer Relationship Management: A process or methodology used to:
• Learn more about customers' needs and behaviors to develop stronger relationships with them.
• Bring together many pieces of information about customers, sales, marketing effectiveness, responsiveness and market trends.
• Help businesses use technology to gain insight into the behavior of customers and the value of those customers.
Contact management: Software to store, track and manage contacts
CRM = Sales, Marketing, & Service
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SFA(Sales Force Automation)
Leads / Prospects
SFA(Sales Force Automation)
Leads / Prospects
“NETWORKING”
Marketing, Campaigning
“NETWORKING”
Marketing, Campaigning
CRM(Customer Relationship
Management)
Existing Customers
CRM(Customer Relationship
Management)
Existing Customers
Contact Management Database (CMS)
Contact Management Database (CMS)
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Sampling of Contact Management Systems
ACT www.act.com
ContactPlus www.contactplus.com
Entellium * www.entellium.com
Goldmine www.frontrange.com/goldmine
Maximizer www.maximizer.com
Microsoft CRM www.microsoft.com/businessSolutions/crm
SalesForce.com www.salesforce.com
SalesJunction * www.salesjunction.com
SalesLogix.com www.saleslogix.com
* ASP (Application Support Provider)
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Why Use the Technology
Know…..
Who’s buying / reading / downloading your “stuff”
What “stuff” are they getting
Why are they buying / reading / downloading
When was the last time they got your “stuff”
How long since you last “touched” them
42% of the top ranked web sites fail to meet eCustomer service demands, taking longer than 5 days to respond to email or not
respond at all.
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Why Invest the Time and Effort
Save time later - eliminate file folders of printed emails and written notes; now in searchable online files
Build rapport quickly with customers / bureaus / meeting planners
Schedule follow-up activities with automatic reminders
Differentiates you from your competitors (“know” your contact in real-time)
“360 view of contacts”
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Results…
• Provide better customer service
• Offer superb value and innovations in service that others may not
• Increase revenues
• Cross-sell / up-sell products more effectively
continued…
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Results…
• Acquire new customers through data mining
• Know which customers are worth investing in
• Help staff close deals faster
• Simplify marketing and sales processes
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Contributing Success Factors
Need to have a:
Strategy to contact your customers• Frequency• Methods utilized• Quality of contact
Data capture process• Relative to their specific interests / needs• Real-time or within 24-48 hours• Take the time to review & update customer profiles
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Good idea to have:
Systems Integrated• Email integration (affords event triggered emails too)• Generate invoices, contracts, quotes, etc.• No duplicated data and less room for error with a
single database
Contributing Success Factors
quotes
Int.Broch.
CMS
blog
sfa
serviceacctng
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Data Collection
• Business cards: presentations, airports, bathrooms
• Sign-in sheets at presentations
• Charge card statement (email and phone)
• Internet (forms, email subscriptions)
• Cell Phones (capture name and number)
• Emails, blogs, online chats
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• Responses to campaigns
• Shipping and fulfillment dates
• Sales and purchase data
• Account information
• Web registration data
• Web sales data
Data to Capture
Sunday Feb. 6, 2005 – “Online Assessments” Tony Alessandra http://www.alessandra.com
• Service and support records
• Demographic data
• Presentations
• Communication style
• Birthdays, anniversaries, children’s graduation days
• Pets, personal interests
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Sample Category Definitions
Profile
ID / Status
Interest Groups
Classification Groups, sub-groups
Notes / History
Products
Saturday Feb. 5, 2005 – “ACT! Training – Take One!” Brian Tolman http://www.undergroundact.com
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INTERESTS
ASSESSMENTS
CRM
KM
SEMINARS
ESHARINGS
INTERESTS
ASSESSMENTS
CRM
KM
SEMINARS
ESHARINGS
CUSTOMER
VENDOR
PROSPECT
SUPPLIER
CUSTOMER
VENDOR
PROSPECT
SUPPLIER
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DCI HDP NEW ORLEANS 10-04
FREE PASS
INNER CIRCLE DINNER
HDP LETTER SENT
DCI HDP NEW ORLEANS 10-04
FREE PASS
INNER CIRCLE DINNER
HDP LETTER SENT
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Additional Considerations
• Forms – integrated to CMS (map fields, match up data capture fields)
• How to reach you – when they do did you capture the data
• Scanners – card scan – capture details to include in database (i.e. speech, date time location)
• Search options on your website
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Telephony Data Integration
“Immediate access to customer details”“Immediate access to customer details”
“Call directly from CMS system!”
Caller-id
CMS (i.e. ACT, Goldmine)
Screen-pops profile
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1. Define your goals, strategy
2. Who needs access, syncs, capture of audit history
3. Document workflow – granular!
4. Research and select technology
5. Procure the new system and hardware
6. Develop categorization hierarchy and reporting needs *
* Do first before tool selection if there are more advanced needs. Some tools may not meet all requirements.
Ready, Set, Go!
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7. Incorporate your process into the tool
8. Get buy-in from users (staff)
9. Gather, integrate and import the data into your system
10.Pull reports, perform real-time data capture
11.Regular maintenance of database!
12.Reassess at least twice per year
Saturday Feb. 5, 2005 – “Technology Potpourri” Stuart Needel http://www.stuartneedel.com
Ready, Set, Go!
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Website Technology
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Web Development Software
Nvu
GoLive
Contribute
FrontPage
DreamWeaver
Saturday Feb. 5, 2005 – “Create Dynamic PowerPoint Presentations” David Gustafson http://www.breakthrough-dynamics.com
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Blog – Content Management
A blog (weblog) is…
…an online diary; a chronological log of thoughts and ideas published on a web page.
…a simple form of content management
Blog Examples:
• Project collaboration (i.e. internal corporation, with your client’s team)
• Personal diary, your opinions, thought for the day
• News feeds
continued…
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Blog –Form of Content Management
Saturday Feb. 5, 2005 – “Internet Marketing Strategies” Kent Lewis http://www.anvilmediainc.com
More Blog examples….
• Record favorite links, hints and tipsExample “Privacy Blog” of links: http://www.delcreo.com/delcreo/blogs/privacy/delcreoPrivacyBlog.html
• Ongoing dialog with key contacts about issues important to them
• Call for speakers (INETA bureau for .NET conference)
• Personal online accounts of 9/11 drew millions of readers
• Turn all your blogging into your first for-fee eBook
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Miscellaneous Considerations
• Find people with similar interests and they find you – capture in your contact management system!
• “Comment SPAM” - big issue (http://codex.wordpress.org/Combat_Comment_Spam)
• AudioBlogger – call Blogger and lvm – posted as MP3 file
• Password secured!
• Delete what you don’t want in your Blogs
• Top Blogs are primarily technical in nature
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Sampling of Blog Software
Top Blog Systems of 2004
http://www.blogger.com
http://wordpress.org
http://www.bloglines.com
http://www.movabletype.org
http://www.silkware.com
http://multiply.com (photo blogging)
“27% of U.S. adults who go online read blogs.”
- Anick Jesdanun, Associated Press
“27% of U.S. adults who go online read blogs.”
- Anick Jesdanun, Associated Press
Hosted and installed versions available for some
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Blogging Resources
Loads of Blog info radio.weblogs.com/0107846/stories/2002/10/03/blogSoftware.html
Blog Business Summit - Seattle
www.blogbusinesssummit.com/register_google.htm
Article on Blogs applicable to those publishing books
www.wired.com/wired/archive/10.05/mustread.html?pg=2
Forum for Bloggers
http://www.forum4bloggers.com
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Interactive Brochures• Quick, easy way to
personalize communications
• Customizable content
• Direct link leads contacts back to web site
• Workflow approval process
• Auto generate and send press releases
Resource: www.marqui.com
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1. Would you like to have a single repository of data to manage all your contacts, easily market, sell and service your customers, the bureaus, and prospects and have much of it automated?
2. Do you need to re-assess your current system and do some re-engineering for better functionality?
3. Is it time for your first blog?
4. And would an Interactive Brochure increase sales?
Points to Ponder
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““TTechnology can help increase your echnology can help increase your revenue, grow customer loyalty, and revenue, grow customer loyalty, and
improve your ability to ‘high touch’ your improve your ability to ‘high touch’ your prospects and customers. prospects and customers.
““And we really do speak English.”And we really do speak English.”
““TTechnology can help increase your echnology can help increase your revenue, grow customer loyalty, and revenue, grow customer loyalty, and
improve your ability to ‘high touch’ your improve your ability to ‘high touch’ your prospects and customers. prospects and customers.
““And we really do speak English.”And we really do speak English.”
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Ivy Meadors
High Tech High Touch SolutionsSpeaker, Writer, Consultant, Animal Activist
www.hthts.com ~~~ 425-398-9292
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Tech Track Presenters
Stuart Needel “Technology Potpourri” www.stuartneedel.com
Kent Lewis “Internet Marketing Strategies” www.anvilmediainc.com
Brian Tolman “ACT! Training – Take One!” www.undergroundact.com
Tony Alessandra “Online Assessments” www.alessandra.com
Ivy Meadors “Technology Behind the Business” www.hthts.com
David Gustafson “Dynamic PowerPoint Presentations”
www.breakthrough-dynamics.com
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Our Exclusive Newsletter “eSharings”
Call Center and Help Desk professional’s newsletter focused on creating indispensable service and support groups; comes loaded with resources, viewpoints, tips, books, and ideas that you can apply now! It really is all
about building long term customer relationships.
Sign up at www.hthts.com
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CRM Resources
Tool lists, articles and other good resources
www.best-business.us/management-crm.htm
www.crm-a.org/resources.html
www.crmportals.com/Crmworld.html
www.crmguru.com/articles/2004
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Slides posted at:
NSASpeaker.org/burbank/handouts