Business Case Template for

Customer Relationship Management

Robert Gilfoyle www.useradoptionsolutions.com

Things Are Changing Fast… • We all want & expect more quality and service

for our $; if we don’t get it we look for alternatives

• We buy differently now – internet + Social Media + crowd sourced reviews on sites like Yelp

• We expect organizations we buy from to be up to date with technology; e–commerce, etc.

• The markets we operate in are changing fast and so are our competitors…

We have some challenges…

(List the top two organization customer related challenges/problems here; for example…)

Customer information is in different databases within the organization – we don’t have a clear picture of an individual customer’s preferences or history with us

We’re not good at collecting and analyzing overall customer data – we can’t spot emerging customer trends and new product opportunities

We are losing customers in a few key markets; we’re having problems retaining them.

Currently They Include…

The Cost…If we don’t address these problems we…

• Will miss opportunities to provide our customers with new products that they would value and buy

• Can’t do focused customer campaigns

• Are in danger of slowly losing market share

• Won’t grow as fast as we could

• Won’t be as successful as we could be – none of us wants that!

Alternately We Could…• Become much more focused on understanding

our customer’s needs and wants through collecting relevant data, so we can do a better job of meeting them

• Offer a more personalized and better level of service to our customers to keep them coming back

• Provide our sales professionals with the sales tools and technology they need to become even more successful.

Benefits Include…

•Higher customer satisfaction levels and better customer retention – a 5% improvement in retention rates will typically yield a 25% increase in gross profit

•Better career development opportunities for our sales professionals and others within the organization – new and marketable skills that will serve them well in the future

•A stronger and more successful business

The Solution

Customer Relationship Management

• Customer relationship management (CRM) Is a system for managing a company's interactions

with current and future customers. Involves using technology to organize, automate

and synchronize sales, marketing, customer service and technical support.

• Let me demonstrate…