growing your business with crm

Creating value through innovation and technology

Growing Your Business through CRM

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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

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What are the

PAINS in your

customer acquisition and retention?

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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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What is Customer Relationship Management?

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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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Levers of CRM

Image by SugarCRM

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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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Setting up your CRM strategy…

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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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2. Diagnosis

Marketing Sales Service

S

W

O

T

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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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9. Utilise CRM System

Image by SugarCRM

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Any CRM System Should Offer your Business….

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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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CRM Applications

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Comparisons of CRM Systems on the Market

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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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Business gains competitiveness by improving..

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Easy access of CRM by…..

12/05/02

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Social media CRM gaining momentum

12/05/02

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CRM has been on the cloud…

12/05/02

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Cost of CRM systems is reducing

12/05/02

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Is your business ready to invest in CRM?

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The End

Tshepo Thlaku

M: 074 117 2762

T: 012 771 2322

E: tshepo@pulego.co.za

www.pulego.co.za

Twitter: @pulego

Facebook: Pulego Communications