driving business growth with microsoft dynamics crm
DESCRIPTION
We all know managing customers has its challenges, especially in a tough economy. Whether you’re looking to improve marketing, sales effectiveness or customer service, you need to make sure you’re using your resources effectively. Dynamics CRM 2011 can help you maximise your marketing investment, increase revenue and improve customer engagement with a solution that is familiar, intelligent and connected. For organisations who are considering investing – or have already invested – in a customer relationship management solution, you need to make sure you make the most of this investment. ENGAGE your customers by understanding what is being said about your company and your customers on social networks such as Twitter and LinkedIn. CONVERT your sales leads into revenue through effective marketing and reporting, using Dynamics CRM to manage your pipeline more effectively. EXPAND your customer base by providing access to your CRM system anywhere, at any time, through the use of the latest cloud and mobile technologies. EXTEND Use the power of xRM to create custom applications to meet your organisation’s more specific requirements. SALES Better understand your customers through effective use of CRM and how it can be used anytime, anywhere MARKETING Utilise social media to understand what’s being said about your customers – and your organisation IT LEADERS See how the cloud and mobile devices create new opportunities for your users to utilise line of business applications The session was presented by Steven Foster, CRM Product Specialist for Intergen, one of Australasia’s leading Microsoft Dynamics partners. Steven Foster PRODUCT MANAGER DYNAMICS CRM AT INTERGEN Steven has extensive knowledge in CRM and xRM solutions helping Customers realise the business benefits of Relationship Management. Over the past 13 years, he has implemented over 25 CRM solutions for a broad range of industries across a number of countries including New Zealand and Australia. Steven is a well-balanced professional consultant with a wealth of project experience of both small and large engagements, and over time has built up an extensive consultant toolkit of practical tools and techniques.TRANSCRIPT
Steven Foster December 2011
Driving business growth with
Microsoft Dynamics CRM
@FozzyNZ
http://nakedcrm.com
http://www.linkedin.com/in/stevefoster
http://www.intergen.co.nz/blog
Driving Business Growth with Dynamics CRM
Introduction
Driving Business Growth with CRM
So why use Dynamics CRM to influence growth?
Social Media, CRM and Business Growth
Let’s see it in Action!
Questions
Agenda
Driving Business Growth with Dynamics CRM
Steven Foster: CRM Product Manager
My role is to drive the Microsoft CRM
business, delivery and partner relationships
People call me passionate about CRM and
even an evangelist!
I have been working in the field of CRM for
over 13 years, implemented many CRM and
xRM solutions and have experience across a
broad range of CRM technologies, industries
and countries.
Driving Business Growth with Dynamics CRM
WE HAVE AN UNPARALLELED BREADTH OF OFFERINGS AND EXPERTISE
WE LOWER THE RISK OF DEALING WITH LEADING EDGE TECHNOLOGIES BY:
WE WORK ACROSS VIRTUALLY THE WHOLE MICROSOFT PRODUCT SET
We’re specialists in Microsoft technology
We’re the largest dedicated provider of Microsoft-based solutions in New Zealand
Using Microsoft beta technology release programmes to critically assess each technology at an early stage
Actively participating in early adopter programs, and
Involving Microsoft in quality assurance and advice
Driving Business Growth
with CRM
Driving Business Growth with Dynamics CRM
So what is CRM?
CRM is a business strategy directed
to understand, anticipate and
respond to the needs of current and
potential customers in order to
grow the relationship value for both
the Customer and you as a Business
It’s more than just a System implementation
The CRM system is used to support the strategy and enable the organisation to deliver greater customer value
Driving Business Growth with Dynamics CRM
So what is CRM?
But it is an integral part and
the choice is critical to
delivering on your CRM
strategy and Business
Growth
A CRM system on its own is not going to deliver the
complete value that CRM might offer you as a Business
Driving Business Growth with Dynamics CRM
So what drives business growth?
Customer Satisfaction
Sales Force Effectiveness /
Efficiencies
Customer Return Rate
Customer Intelligence
Effective Marketing Campaigns
Measuring ROI of Marketing
Reducing Costs
Customer Service / Aftercare
Company Personality
Effective Staff
Product innovation
Increasing Sales
Driving Business Growth with Dynamics CRM
Customer Satisfaction
Sales Force Effectiveness /
Efficiencies
Customer Return Rate
Customer Intelligence
Effective Marketing Campaigns
Measuring ROI of Marketing
Reducing Costs
Customer Service / Aftercare
Effective Staff
CRM influences
Market Influences
Competitor
Influences
Acquisitions/Mergers
Driving Business Growth with Dynamics CRM
Outlook Contacts, Calendar and maybe Tasks
Spread sheets to manage performance targets, forecasts, pipelines, prospects, customers and contacts
Paper forms and reports
Access via the corporate network
Siloes of excellence
Sales, Marketing and Customer Service silos
Multiple instances of the potential and Customer data
And the list goes on ….
What do most existing CRM solutions look
like?
Driving Business Growth with Dynamics CRM
So what should a CRM system look like?
Driving Business Growth with Dynamics CRM
SALES MANAGER
Sales Automation
I can measure my team’s
performance
I can focus on who needs my
attention
I can manage Account
Objectives
Simple to use
Easy to report on any variable
Consistent Sales Methodology
Know my Competitors
Access anywhere, any device
SALES REP / BDM
Simple to use, easy to extract
data
One Calendar – my e-mail
calendar
Who knows who
Access to relevant back office
information
Easy to manage my
opportunities and my Customers
Tells me how I am doing against
my Targets
Access anywhere, on my device
Driving Business Growth with Dynamics CRM
MARKETING MANAGER
Marketing Automation
Measure ROI on Campaigns
Easy accessible snapshot of
planned and launched
campaigns
Visibility of Social
interactions
Easy to segment and identify
new potential segments
Email Marketing and Web
Analytics
Visibility across Sales – One
Team
MARKETING ASSISTANT
Simple to use
Easy to plan and action
campaigns
Easy to segment and
generate lists
Multiple channel
Automated responses and
automated marketing actions
Dashboard of current activity
and performance
Common to use tools i.e.
Office
Driving Business Growth with Dynamics CRM
CUSTOMER SERVICE MANAGER
Service Automation
Dashboard on performance
and Team effectiveness
Easy to identify at risk cases
Provide tools to assist in
consistent service execution
across any channel
Knowledge bases, Call Scripts
Provide online / anywhere
access
Integrated channels
One Team with Sales and
Marketing
CUSTOMER SERVICE REP
Simple to use
Easy to manage my cases
and priority
Easy to share and assign to
work collaboratively to close
a case
Visibility of information, easy
to access and manage
Automated reminders
Driving Business Growth with Dynamics CRM
Ability to extend to deliver point of difference
Easy to configure to add Business terminology
Easy to configure to add Business logic
Flexible to be applied in different working environments
Delivered as a platform that enables future growth
within the organisation
Can support integration with my many channels to
market and customer touch points
Flexible deployment cloud or on premise or both
Business Essence
Driving Business Growth with Dynamics CRM
But what about the stories, the nightmare
implementations? How should we combat that?
CRM is a driver for Business Growth
Focus on the User Needs
Identify Pain and fix it
Training, Training, Training
Keep it Simple – bare essentials
Give value back to the users
Measure for Success
So why choose Microsoft
CRM to influence Business
Growth?
Driving Business Growth with Dynamics CRM
Let’s look at a generic day in the life of an
organisation …
Regional Sales Manager supports a team of Business Development Managers
Services Based Organisation
Customer Service Team manage support enquiries
Marketing drive events and leads
Business
Development
Sales
Manager
Customer
Service
Marketing
Assistant
Driving Business Growth with Dynamics CRM
It’s the start of the day I check my
targets and appointments Business
Development
Driving Business Growth with Dynamics CRM
I open my first appointment Steel and
Co. I review all relevant information in
under 5 minutes Business
Development
Driving Business Growth with Dynamics CRM
I see an open Case against my account.
I review the details and see Ben is
online so I give him a quick call Business
Development
Customer
Service
Driving Business Growth with Dynamics CRM
I use the appointment synchronised to
my phone to program my GPS Business
Development
Driving Business Growth with Dynamics CRM
I review the team’s performance to see
where I need to focus my energy Sales
Manager
Driving Business Growth with Dynamics CRM
I see an activity update on the ERP
Replacement opportunity and respond
with encouragement Sales
Manager
Driving Business Growth with Dynamics CRM
I can review the performance of my
recent marketing activity Marketing
Assistant
Driving Business Growth with Dynamics CRM
I see a new request for support. I action
appropriately Marketing
Assistant
Driving Business Growth with Dynamics CRM
Simple, easy to use and a consistent user interface - Outlook
Information accessible via Outlook and my standard Calendar
Dashboards display what I need to see, and add value to my day to day tasks
Easy to collaborate across teams through a standard channel
Integrated to my teams standard tools – Office
Flexibility in the way it is presented to my users – mobile, outlook, or web
Can be extended to support my Business Essence
In a Snapshot …
CRM Increases efficiency, enables better communication, and drives greater
customer satisfaction =
Business Growth
Driving Business Growth with Dynamics CRM
Microsoft Dynamics CRM 2011 delivers The Power of Productivity through
familiar, intelligent and connected experiences for people inside and outside
an organisation
xRM Framework
Core CRM
Sales Productivity Customer Care Marketing
Extended CRM
Industry Solutions – Grants 360, Donation
Management Custom Applications
Driving Business Growth with Dynamics CRM
FORRESTER -Medium
“Microsoft Dynamics
CRM shines by offering
flexibility for large and
midsized organisations.”
~ Bill Band
Driving Business Growth with Dynamics CRM
Social Media, CRM and Business Growth
The term social media refers to the use of web-based and mobile technologies to turn communication into interactive dialogue.
Driving Business Growth with Dynamics CRM
What is Social Media and why does it matter?
How does Social Media relate to your organisation?
Microsoft Dynamics CRM, Social Media and Business
Growth
Agenda
Driving Business Growth with Dynamics CRM
Image Courtesy of Espresso
Driving Business Growth with Dynamics CRM
Image Courtesy of Espresso
Driving Business Growth with Dynamics CRM
Image Courtesy of Espresso
Driving Business Growth with Dynamics CRM
Image Courtesy of Espresso
Driving Business Growth with Dynamics CRM
Image Courtesy of Espresso
Driving Business Growth with Dynamics CRM
People talk, just as they breath, eat and sleep
People also listen
An extension of the dinner table conversation
Same rules
Same behaviour
But: It’s Just People
Driving Business Growth with Dynamics CRM
Social CRM
Whether organisations like it or not, customers are
going to utilise social technologies to participate in
conversations, post thoughts and observations or
complain about your products and services
You can choose to listen and engage customers
through these new channels or ignore them
Conventional wisdom says that the former is the
preferred option
Driving Business Growth with Dynamics CRM
Casual Professional
Pri
vate
P
ub
lic
Blogs
Driving Business Growth with Dynamics CRM
Internal Activity Feeds
Customer intelligence
Reputation monitoring
Lead generation
Customer service
Public relations
Campaign management
What can you get out of Social Media?
+ Effort + Risk + Reward
Reputation Monitoring Tips
Driving Business Growth with Dynamics CRM
What do you do when your Social CRM Tool detects a
mention?
OMG! A Mention!
Driving Business Growth with Dynamics CRM
Each network has its own tone
Unwritten rules and expectations
E.g. Twitter: don’t auto-tweet other feeds
Don’t auto-DM new followers
Tone
Driving Business Growth with Dynamics CRM
Lurk before wading in
This means being engaged and online BEFORE an
event
Example: BP Gulf oil spill PR
Result: @BPGlobalPR
Detecting Tone
Driving Business Growth with Dynamics CRM
@BpGlobalPR
Driving Business Growth with Dynamics CRM
@BpGlobalPR
Driving Business Growth with Dynamics CRM
@BpGlobalPR
Driving Business Growth with Dynamics CRM
AKA “Network Effect”
I tell 10 friends, who each tell 10 more.
Inverse law: the harder you try, the less likely it will
happen.
Due to bullshit detection?
Viral Effect
Driving Business Growth with Dynamics CRM
Beware of the Streisand Effect
Driving Business Growth with Dynamics CRM
Don’t over react.
What would you do if someone made an incorrect
statement at a dinner party?
What if they were angry?
What about if someone was obviously an idiot?
Reaction
Driving Business Growth with Dynamics CRM
REACTION
http://www.wired.com/dangerroom/2009/01/usaf-blog-respo/
Dynamics CRM and Social Media helps Business Growth
Driving Business Growth with Dynamics CRM
Internal Activity Feeds
Customer intelligence
Reputation monitoring
Lead generation
Customer service
Public relations
Campaign management
What can you get out of Social Media?
+ Effort + Risk + Reward + Business Growth
Driving Business Growth with Dynamics CRM
Dashboards and Charts
Account level profiling, information gathering
Knowing your contacts, what are they talking about
Campaign Event – Connecting to more than just your
known contacts
Mobility
Utilisng 3rd Party extensions – InsideView, Click
Dimensions
What does it look like?
Driving Business Growth with Dynamics CRM
Click Dimensions – Know your Customer
In Summary …
Driving Business Growth with Dynamics CRM
Business Growth can be influenced by CRM
CRM is not just a system implementation but a strategy
to grow customer value
It doesn't have to be difficult: start simple with the bare
essentials
You can add a lot of value with some simple
configuration
Expand your network with a connected approach
Take Outs
Questions
@FozzyNZ
http://nakedcrm.com
http://www.linkedin.com/in/stevefoster
http://www.intergen.co.nz/blog
Thank you
