crmmatrix® is a management tool and a registered brand name owned by due & partners ©...
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CRMmatrix® is a management tool and a registered brand name owned by Due & Partners © 1992-2007 Due & Partners. All rights reserved.KONTINEO CRMmatrix® © 2004-2007 Due & Partners. © 2006-2007 KONTINEO. All rights reserved.
CRM Inspirationbased on the CRMmatrix® Mindset
… about working as efficient as possibly in the daily work, and about spending the energy so it yields the highest possible return.
Organisational Process
Organisational Process
Str
ateg
ic M
anag
em
ent
Strategic Decisions
Sa
les
Sa
les
Man
age
men
t
Strategic Analysis
On which customer segments do we/can we make the highest earning?
On which customer segments do we spend our ressources?
Can we increase earning by more effective ressource target plannng?
Set/Change sales visit frequency target on focus customer segments
Set/Change salesvisit % share targets on focus customer segments
(Re)plan ressource light retention actions for non-focus segments.
Departmental Targets
Set/Change sales visit frequency target on focus customer segments
Set/Change salesvisit % share targets on focus customer segments
Individual Targets
Set/Change salesvisit % share targets on focus customer segments
Set/Change sales visit frequency target on focus customer segments
Visit planning and completion
Plan meetings according to targets
Strategic Level• Identify where ressources are currently spent
•Identify where energy is best spent• Set decisions in strategic KPI targets
• KPI follow up
Strategic Level processes
Division Management Level• Set Division KPI Targets
• Operational action planning• KPI follow up
Tactical Level processes
Sales force• Set Personal KPI Targets
• Operational actions to fullfill KPI's• Personal KPI follow up
Operational level processes
Main Process
• Targeted salesvisit planning towards the "right" customers"• Geographically targeted meeting planning
Meeting Planning
CRM Output• Which customers represent the highest/easieat
growth potential•Which High Growth customers needs attention
Personal Overview
CRM inspiration key objectivesOperational Perspective visulization example
Operational Result Higher average order amount
• More sales visits• (Less transportation cost)
Strategic KPI: Sales Increase
Process Illustration
Requirements
• Whom are the high growth potential customers• Which customers are in same region as planned meetings
Input
Input specification Customer potential and sales
• Customer country and zipcode• Planned and completed Meetings
Core Data Quality Planning
CRMmatrix® is a management tool and a registered brand name owned by Due & Partners © 1992-2007 Due & Partners. All rights reserved.KONTINEO CRMmatrix® © 2004-2007 Due & Partners. © 2006-2007 KONTINEO. All rights reserved.
The CRMmatrix® Management model
A common sense Mindset
CRMmatrix® er en managementmodel og et varemærke ejet af Due & Partners © 1992-2007 Due & Partners. Alle rettigheder forbeholdes.Kontineo CRMmatrix® © 2004-2007 Due & Partners. © 2006-2007 Kontineo:Due. Alle rettigheder forbeholdes.
”CRM is as such a question about treating your customers well - but at the same time about using the energy where it pays off”
- Claus Due, 2003
”treating customers well”
” using the energy where it pays off”
Daily usage of CRM systems
CRM at strategic, tactical CRM at strategic, tactical and operational levelsand operational levels:
► Customer segmentation
► Knowing where energy pays off
► ensuring that energy is spent where it pays off (Behaviour)
CRMmatrix® customer segmentation mindset
CRM Definitionstatement
Statement: "1/3 of our results comes from how we spend our ressources. 2/3 comes from where we spend our ressources"
Loyalty
Potential Value
CRMmatrix® customer segmentation mindset
Grow o
r dis
engag
e
Grow o
r dis
engag
e
Increase loyaltyIncrease loyalty
Incr
ease
Val
ue
Incr
ease
Val
ue
RetainRetainThe good customer:
● has high value for the company
● is a loyal customer
The target is as many "good customers" as possible
CRMmatrix® er en managementmodel og et varemærke ejet af Due & Partners © 1992-2007 Due & Partners. Alle rettigheder forbeholdes.Kontineo CRMmatrix® © 2004-2007 Due & Partners. © 2006-2007 Kontineo:Due. Alle rettigheder forbeholdes.
We want to know:
● … whom our good customers are.
● … whom we want to grow to become good customers
● … on whom our energy does not pay well off
We should be able to plan customer appropriate action
Potential turnover
C3
A3
B3
C2
B2
A2
C1
B1
A1
CRMmatrix® customer segmentation mindset
Customer Market share
Large Potential = Gold segment
Medium segment = Silver segment
Small Potential = Bronze segment
Small share Medium Share Large Share
Loyalty
Potential Value
C3
A3
B3
C2
B2
A2
C1
B1
A1
CRMmatrix® customer segmentation mindset
C4
B4
A4
Customer Prospects
Proactive Key Account
Management
Reactive Account
Management
Qualitative Account
Management
Move
energ
y tow
ards
hig
hest e
arnin
g
CRMmatrix® is a management tool and a registered brand name owned by Due & Partners © 1992-2007 Due & Partners. All rights reserved.KONTINEO CRMmatrix® © 2004-2007 Due & Partners. © 2006-2007 KONTINEO. All rights reserved.
KONTINEO CRMmatrix®
Management Model supporting software
CRMmatrix® er en managementmodel og et varemærke ejet af Due & Partners © 1992-2007 Due & Partners. Alle rettigheder forbeholdes.Kontineo CRMmatrix® © 2004-2007 Due & Partners. © 2006-2007 Kontineo:Due. Alle rettigheder forbeholdes.
Organisational Level Process Alignment
Organisational Process
Str
ate
gic
Man
ag
em
ent
Strategic Decisions
Sal
es
Sal
es
Ma
nag
em
en
t
Strategic Analysis
On which customer segments do we/can we make the highest earning?
On which customer segments do we spend our ressources?
Can we increase earning by more effective ressource target plannng?
Set/Change sales visit frequency target on focus customer segments
Set/Change salesvisit % share targets on focus customer segments
(Re)plan ressource light retention actions for non-focus segments.
Departmental Targets
Set/Change sales visit frequency target on focus customer segments
Set/Change salesvisit % share targets on focus customer segments
Individual Targets
Set/Change salesvisit % share targets on focus customer segments
Set/Change sales visit frequency target on focus customer segments
Visit planning and completion
Plan meetings according to targets
Analysis & KPI follow up Priority visualisation
Daily customer serviceEffect
PlanPlan
ActAct
MeasureMeasure
EvaluateEvaluate
Performance target:
Mapping of customer
By using the KONTINEO CRMmatrix® Statistik dimension a company have realized :
1) 23,8% of the income comes from 0,8% of the customers, that receive 4,6% of the sales visits. 2) 74,7 % of all sales visits is placed at customers that have a small growth potential and only 29,6% of the income. 3) If 3 average Gold Bubblers with 10% customer market share, is developed into Gold Sailors with 50% customer market share, then the sale to these customers will be 4’th dubbled with a total increase value of 119.733 euro
1)
2)
Increase effort towards Gold Bubble
The target is to increase sale by 120t euro by turning 3 Gold
Bubbles into Gold Sailors
A part of the sales resources is removed from the Bronze
segment
3)
Performance target:
Performance prioritize
By using the KONTINEO CRMmatrix® Visit dimension the same company has realized that a considerably amount of customers with a large growth potential has not been visited for a long time .
All companies in the Gold segment has to be in the
green field
All customers in the Silver segment has to be in the
green or yellow field
Marketing generate sales oppornities that should be
contacted
2)
3)
1)
2)
3)
1)
Direct action:
From customer overview to action
Everything that is underlined is a link to a Drill Down customer list
A click in the Matrix leads to a drill down
list
Click on the customer and it will take you to
the Contact card
One click sends all to selection
Transfer all on the list to a selection
Consequences:All employee immediately know the customer categoty that they are dealing with.
Every day Customer Service
By using KONTINEO CRMmatrix® SAINT the placement of the customer will be shown grafically directly on the Contact card in SuperOffice ensuring priority aligned behaviour in all customer service functions.
Action:Click on the customer card, and the employee can immediately see how to treat the customer
Click ’Creat follow up’ and the system suggest an specific action.
Customer movement
By using the KONTINEO CRMmatrix® Customer Walk dimension a company has realized the following customer movements after a personal sales effort towards Gold- and Silver segment at the expence of the Bronze segment, where marketing was used.
Movements:S: Sale last yearT: Budget
S: BudgetT: forecast
S: Sale last yearT: Sale this year
Result:
Net + walks in Gold and Silver segments
Net – walks in Bronze segment
Marketing are screening good customers and leads in the Bronze segment
Performance target:
Mapping of customer
By using the KONTINEO CRMmatrix® Statistics dimension the company periodically follows up on KPI targets as fixed items in meeting agendas at all levels.
- Have operational/strategic targets been achieved?- Do we need to make corrective action planning?
Increase effort towards Gold Bubble
The target is to increase sale by 120t euro by turning 3 Gold
Bubbles into Gold Sailors
A part of the sales resources is removed from the Bronze
segment
Pilotuser education• Practical training in the use of
CRMmatrix®
½ dayGuide for userorganisationen
KONTINEO CRMmatrix® implementation processCustomer Perspective
Business Analysis workshop• Mindset and model
• Segmentation requirements• Information requirements
• Succes criteria
1 day
Initial technicalpreconditions analysis
• technical preconditions calarification• Data accessibility clarification
½ day (Phone/Remote)
CRMmatrix® design document
• Describes initial matrix design• Describes segmentation possibilities
and information requirements
1 dayBusiness Analysis report
Configuration specification document
Technical test project • Data accessibility (customer)• CRMmatrix® configuration on
production data in in test environment
2 daysIntegrations specifikations document
Work process document• Describes choosen processes
• Describes related information input and output requirements
1 dayBusiness Analysis Report
Configuration specification document
Proces workshop• Role and process identification
• Proces and role design related to the use of CRMmatrix®
1 day
Technical implementation for additional users• Technical rollout
• User and role configuration
1 day
Evaluation• Evaluation of solution• Evaluation of usage
• Adjustment Evaluation• Decision
½ day
Solution Safeguarding• Technical Administrations documentation
• Administrator education
1 day
Users IT- responsibleManagement
Technical implementation • Data accessibility (customer)
• CRMmatrix® konfiguration adjustment and implementation in
production environment
2 days (SAINT + 1 day)Integrations specifikations document
Kick Off and User training
• Mindset & Motivation• Practical CRMmatrix® training
1 dayGuide for userorganisationen
Internal projectmanager
Project Management
2 days
Duration time are estimates
Customer involved roles