crm systems_karyl leigh barnes & rich reasons
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#ICCAWorld iccaworld.com
Session code:
53rd ICCA Congress
Total Recall: CRM Systems for Destinations and Venues
WE08
CRM According to Wikipedia
Customer relationship management (CRM) is a system for managing a
company’s interactions with current and future customers. It often involves
using technology to organize, automate and synchronize sales, marketing, customer service and
technical support.
CRM in OUR World is a Bit Different
Customer relationship management (CRM) is a system for managing a convention bureau, tourism
board or meeting venue with current and future customers by centralizing business intelligence,
automating and streamlining sales and marketing processes.
In addition to facilitating sales and marketing efforts, industry specific or purpose-built CRM systems also manage vendor/ supplier interactions, member or
stakeholder interactions and a myriad of related and interrelated activities, integrations and outputs
including complex sales, forecasting and economic impact reporting.
Our Job Is Tough Enough
CRM is NOT this…
this…
this…
this...
this…
OUR CRM looks more like this.
And this...
And this…
And this…
CRM Tames Complexity
ICCA’s CRM Survey Says…
Primary CRM System Utilized For Managing Sales
35,4%
18,8% 16,7%
12,5%
6,3% 4,2%
2,1% 2,1% 2,1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
CustomProgramme
createdspecifically
for yourorganisation
Other Simpleview eBMS /Ungerboeck
MicrosoftAccess
Salesforce ACT IDSS No CRMsystem to
manage sales
Organizations Who Utilize A Secondary CRM System
Yes; 10,6%
No; 89,4%
Length of Time Utilizing Primary CRM System
Less than one year 10,4% 10%
One to two years 14,6% 15%
Three to five years 21%
More than five years 54%
Did You Use of A Different System Prior to Current CRM?
Yes; 43,8%
No; 56,3%
Frequency of Use
79,2%
8,3% 6,3% 2,1% 2,1% 2,1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Daily (log on formultiple hours)
Daily (log on afew times a day)
Weekly Monthly Quarterly Less than 3 timesper year
Reasons for Using CRM
58,3%
52,1% 47,9%
35,4% 31,3%
22,9%
8,3% 4,2%
0%
10%
20%
30%
40%
50%
60%
70%
Do You Share Information with Marketing Partners?
Yes; 41,7%
No; 58,3%
How Effective Is Your CRM System? (Scale 1=poor, 10=excellent)
7,46
7,08
6,73
6,31
6,15
6,00
5,54
5,23
4,40
4,19
0,00 1,00 2,00 3,00 4,00 5,00 6,00 7,00 8,00 9,00 10,00
Contact management
Account management
Partner / Stakeholder management
Lead / BID management
Lead / BID management
Tracking lead / BID responses from partners
Producing bid responses and generating proposals
Mining for leads and new business opportunities
Integrating CRM with website, mobile
Creating processes to improve overall workflow efficiencies
CRM Integration With Other Systems
58,3%
37,5%
27,1% 27,1% 25,0%
22,9%
16,7%
8,3% 8,3% 4,2% 4,2% 4,2%
0%
10%
20%
30%
40%
50%
60%
70%
Strengths and Challenges
Top Strengths • Overall Functionality of Database (search capabilities;
record maintenance; staff access) • Access to Historical Information • Overall Ability to Track Leads
Top Challenges • Not integrated Well with Other Systems • Cumbersome to Add New Information/Change
Existing Information • Systems are Quickly Outdated
How Can Your Staff Access CRM? 97,9%
35,4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Remote Access Mobile Devices
How Important Is Mobile Access? (1=not important, 10=very important)
7,81
6,52
0,00 1,00 2,00 3,00 4,00 5,00 6,00 7,00 8,00 9,00 10,00
Remote access
Mobile devices (phones, tablets)
1. Customized CRM Systems Are Popular
2. CRM Systems Manage Lead Intelligence, Build Stronger Customer Relationships and Increasing Sales Team Productivity
3. Key Challenges: Integration with other Systems, Easily Updating/Changing Information and Overall Efficiencies
Group Discussion
More Questions?
Karyl Leigh Barnes, Managing Partner Development Counsellors International karyl.barnes@aboutdci.cm; @aboutDCI
Richard Reasons, President Simpleview
rreasons@simpleviewinc.com
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