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Unleash the power of Online Unleash the power of Online Trading, with CRMTrading, with CRM

Steve OrrissSteve Orriss

James PenningtonJames Pennington

© 2008 NB2BC

AgendaAgenda

Steve

• CRM Background

• Managing processes with (and without) CRM

James

• Case Studies

• Q&A

© 2008 NB2BC

Customer Relationship Customer Relationship ManagementManagement

The art/science of using information to find, acquire and

retain customers.

The people, processes, and technology questions

associated with marketing, sales, and service.Source: CRMAdvocate.com

Originally, a philosophy putting the customer at the centre of

everything a business does

Now, a term describing ICT applications giving a business

the ability to systematically increase their knowledge of their

customers

© 2008 NB2BC

CRM – why bother?CRM – why bother?

Store all details of all your customers in one place• Name, address, phone, email, url, quotes, purchases

• but also industry sector, size etc. for market analysis

Manage the process of handling new leads

Remind you when you need to take action with a customer or lead

Manage eMarketing activity

Make customer history data readily available to all employees

© 2008 NB2BC

What is the Goal of an SME?What is the Goal of an SME?

To make money

What must you do to make money?

Sell something

What must you do to make MORE money?

Sell more to current customers

OR find new customers

© 2008 NB2BC

Selling to current customers - No Selling to current customers - No CRMCRM

Buy something

Marketing

Customer

© 2008 NB2BC

……and with CRMand with CRM

Store data

TargetedE-marketing

WebsiteCustomer

Buy something

Analyse Data

Customer Relationship Management

Create TargetList

Follow up

© 2008 NB2BC

Finding new customers – No Finding new customers – No CRMCRM

Buy something

Market

PossibleCustomer

© 2008 NB2BC

……and with CRMand with CRM

Buy something

Marketing(update db)

Identify Possible

Customers

Details in Database

Follow up

CRM System

© 2008 NB2BC

……so you can’t sell onlineso you can’t sell online

You still need a customer database

You still need to be able to analyse it and do

targeted marketing

Issue: getting the data in to the database

© 2008 NB2BC

Enquiry management with CRMEnquiry management with CRM

Sendenquiry

Data in CRM Assign work

Send quoteto customer

Create quote

Take orderCall

Customer

Review quote Quote OK?Yes

Re-quote

No

Customer

Administrator

Estimator

Sales

© 2008 NB2BC

Case Study 1 – Rainbow Safety Case Study 1 – Rainbow Safety SignsSigns

Manufacturing business

Lead Management

• Handling telephone sales

• Tracking effectiveness of staff

© 2008 NB2BC

Case Study 2 – Severn Case Study 2 – Severn PartnershipPartnership

Professional Services business

Core Business Application

All work logged and tracked

• Reasons for losing work

• Quick reports for revenue generation

© 2008 NB2BC

Case Study 3 – National B2B Case Study 3 – National B2B CentreCentre

Lead and project management

Website integration