jisc rsc eastern / microsoft briefing 19.03.14 how to achieve a successful crm implementation
DESCRIPTION
How to achieve a successful CRM ImplementationTRANSCRIPT
Craig AbbottBusiness Development Manager
How to achieve a successful CRM implementation
Situation Statement
Most colleges have implemented a CRM system
Many are dissatisfied with the results
Customer relationship is a key area
It needs a viable business system to support it
Interest in CRM remains high:
Improve service levels Enhance customer
experience Reduce operating costs by
improving administrative efficiency
Agenda
Why CRM systems have failed
Summary/Q&A
What does an effective CRM solution for FE look like
A business system which supports the processes involved
in:
MARKETING
SALES
CUSTOMER SERVICE
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What is CRM?
How does a college recruit customers
MARKETING
SALES
CUSTOMER SERVICE
- to its target audience & existing customers
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So what’s the problem?
SYSTEMSSUPPORTPROCESSES
Why CRM systems have failed - 1
NEW SYSTEMSREPLACEEXISTING SYSTEMS
CRM SYSTEMNOT MAPPED TOPROCESSES
- USERS REVERT TO TOOLS
X
MARKETING & SALES- NO SYSTEM
- PROCESSES- TOOLS
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Why CRM systems have failed - 2SPECIFIC COLLEGE REQUIREMENT
Microsoft Dynamics CRM- Generic CRM functionality “out-of-the-box”
GENERIC CRM FUNCTIONALITY- Modules for Marketing, Sales & Service- Records & Activities- Reporting & Analytics - Process Automation- MS Office integration
60%SECTOR-SPECIFIC FUNCTIONALITY- Courses not products- Multiple contact types – students,
commercial- Employer-Learner relationship- Vacancy matching
COLLEGE-SPECIFIC FUNCTIONALITY- New records & data fields- Workflow rules & automated processes- Integration to other systems
Degree of Fit
GENERIC CRM SYSTEM
Quote – College MI Director
There are 2 problems with CRM:
The first is that, despite all the great functionality
provided, it is difficult for management and staff to
see how the product can help them straight out-of-
the-box.
Demonstration
What does a successful CRM solution look like
SPECIFIC COLLEGE REQUIREMENT
GENERIC CRM FUNCTIONALITY- Modules for Marketing, Sales & Service- Records & Activities- Reporting & Analytics - Process Automation- MS Office integration
60%SECTOR-SPECIFIC FUNCTIONALITY- Multiple contact types- Employer-Learner relationship- Courses not products- Vacancy matching
COLLEGE-SPECIFIC FUNCTIONALITY- New records & data fields- Workflow rules & automated processes- Integration to other systems
Degree of Fit
GENERIC CRM SYSTEM
- Full development environment:- - Configuration- Customisation- Development
Microsoft Dynamics CRM- Generic CRM functionality “out-of-the-box”
CRM Deployment Option
GENERIC SYSTEM
Microsoft Dynamics CRM
SOLUTION REQUIREMENT
Support College-wide objectives and business
process specifics– Different for each College
IMPLEMENTATION
Business Process Definition
ConfigurationCustomisationDevelopment
System IntegrationData MigrationStaff Training
Quote – College MI Director
There are 2 problems with CRM:
The second is that to configure the out-of-the-box
functionality to the point where it is useful and
relevant takes an awful lot of internal resource (and
this is already committed to more mission-critical
systems) or requires external consultancy which
can be prohibitively expensive.
User Operational Support
Successful solution model
COLLEGE REQUIREMENT
Microsoft Dynamics CRM- Generic CRM functionality “out-of-
the-box”
GENERIC CRM FUNCTIONALITY- Modules for Marketing, Sales & Service- Records & Activities- Reporting & Analytics - Process Automation- MS Office integration
SECTOR-SPECIFIC FUNCTIONALITY- Multiple contact types- Employer-Learner relationship- Courses not products- Vacancy matching
COLLEGE-SPECIFIC FUNCTIONALITY- New records & data fields- Workflow rules & automated processes- Integration to other systems
Degree of Fit
CRIMSON SOLUTION
60%
Crimson Accelerators- Append & Extend Dynamics CRM- Sector & application-specific
functionality
+25%=85%
Demonstration
Crimson Helpdesk Support Service
- Microsoft Dynamics CRM- Crimson Accelerators
User Operational Support
Successful solution model
COLLEGE REQUIREMENT
Microsoft Dynamics CRM- Generic CRM functionality “out-of-
the-box”
GENERIC CRM FUNCTIONALITY- Application Modules- Records & Activities- Reporting & Analytics - Process Automation
SECTOR-SPECIFIC FUNCTIONALITY- Multiple contact types- Employer-Learner relationship- Courses not products- Vacancy matching
COLLEGE-SPECIFIC FUNCTIONALITY- New records & data fields- Workflow rules & automated processes- Integration to other systems
Degree of Fit
CRIMSON SOLUTION
60%
Crimson Accelerators- Append & Extend Dynamics CRM- Sector & application-specific
functionality
+25%=85%
Crimson Fusion Implementation
- Design & Build methodology- Customisation/ Development
+15%=100%
Implementation Approach
System functionality must support business processes
Summary
CRM system failures:
No mapping of functionality to processes
Poor fit between specific requirements & generic solution
Successful solution:
Generic functionality Sector-specific functionality College-specific
functionality Supports business
processes
What constitutes Business Engagement in FE:
Q & A