the crm eco-system
TRANSCRIPT
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The CRM Eco-System
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What is CRM?
• A business strategy that aims to understand,
anticipate and manage the needs of a
company’s current and potential customers.
• The creation, development and enhancement of
individualized customer relationships
resulting in maximizing their total life-time value.
• Systems that provide insight into and improve
the company/customer relationship by
combining all views of customer interaction into
one picture.
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Why CRM?
• Increase sales and profitability
• Reduce costs
• Standardize processes
• Brand consistency
• Solidify customer loyalty
• Integrate information from all organization data
sources
• Holistic view of customers in real-time
Be everywhere, do everything, and never fail to astonish the customer.
Macy’s Motto
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Building Blocks of CRM
Data Capture
Customer Touch Points
External Databases
Staff
Knowledge Management
Segmentation
Customer Profitability
Data Mining
Enabling Technologies
Sales Automation
Social Integration
e-Business
Organization
People
Technical Support
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Key Principles of CRM
• Real-Time Information Manager
• Informed Decision Making
• Collaboration
• Institutional Memory
• Customer Scorecard
• Employee Scorecard
• Closed-Loop Process
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CRM
Customer Profiles
Task & Event Scheduling
Activity History
Pipeline Management
Reporting
CRM Basics
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CRM
Sales Force Automation
Customer Service
&Support
Help Desk
Field Service
Marketing Automation
Data Management
CRM Enhanced Features
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CRMWeb Site
Social Media
Marketing Automation
Calendar & Email
Production Systems
Email Marketing
CRM Integrations
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CRM System Examples
• SalesForce
• Oracle
• MicroSoft Dynamics
Enterprise to Small
• SageCRM
• NetSuite CRM+
• Salesnet
• Zoho
Mid-Range to Small
• Contactually
• Insightly
• Nimble
• Streak for Gmail
Small Company
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Service and Support
• Hosted or On-Premise
• Pricing
• Ongoing Support
• Data migration
• Market (Enterprise, Mid-Size, Small)
Evaluation Criteria
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Standard Features
• Email Management
• Chat/IM
• Case Management
• Knowledge Management
• Escalation
• Call Center Support
• Custom Reports
• Built-In Reports
Evaluation Criteria
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Sales Force Automation
• Email and calendar integration
• Lead management
• Contact management
• Account management
• Partner management
• Territory/Quota management
• Forecasting
• Opportunity Tracking
• Call management
Evaluation Criteria
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Needs Based Criteria
• Integrations
– Email & Calendar
– Web Site
– Marketing Automation
– Operations and Accounting Systems
• Call scripting
• Mobile solutions
• Workflow Tools
Evaluation Criteria
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CRM in Summary
• What CRM features and functionality are
appropriate for the business now and in the
future?
• What business processes need to evolve to
effectively use a CRM system?
• What IT infrastructure is in place that needs to
be supported?
• What are the measures of success?
