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Term Customer Term Customer Relationships Relationships Thursday 29Thursday 29thth November November 20072007Wolverhampton RacecourseWolverhampton Racecourse

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uk National B2B Centre &National B2B Centre &

today’s agendatoday’s agenda

Steve OrrissSteve OrrissLead Business ConsultantLead Business Consultant

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AgendaAgenda

09:30 – 09:40 Agenda, and the B2B Centre Steve Orriss

09:40 – 10:00 Introduction to CRM Steve Orriss

10:00 – 10:30 Practical Aspects of CRM James Pennington

10:30 – 11:00 Coffee, demos and networking

11:00 – 11:30 The Benefits of Integrated CRM Andrew Wyld

11:30 – 12:00 BMS for manufacturers Davinder Tumber

12:00 – 12:30 Using CRM in Marketing Campaigns Sammy Rose

12:30 – 12:50 Q&A Steve Orriss

12:50 – 13:00 What next? Steve Orriss

13:00 – 14:00 Lunch and demo’s

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By lunchtime today you will….By lunchtime today you will….

Understand how profitable long term Customer Relationships can be built using CRM tools

Recognise the business benefits of CRM within your organisation

Know what your technology options are and understand the decision criteria

Be motivated to get started

N.b. Today’s slides will be on our website

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Introduction to the B2B CentreIntroduction to the B2B Centre

We are here to…

“Provide expert, impartial e-business advice and support to growing businesses to enable them to successfully adopt technology, creating real business value from the Internet”

• Identify technologies relevant to growing businesses

• Enable businesses to adopt these technologies

• Primary focus is within the West Midlands

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uk Customer Relationship Customer Relationship

Management – An Management – An IntroductionIntroductionSteve OrrissSteve Orriss

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Objectives Objectives

Define CRM

Functions relevant to small businesses

Benefits

Solution options

A case study

Integration

See a typical CRM solution

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CRM – a definitionCRM – a definition

Google search gives over 24M results for the phrase “What is CRM?”!

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

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What is CRM?What is CRM?

Originally, a business philosophy putting the customer at the centre of everything a business does

Now, a term covering ICT applications which support businesses in building knowledge about their customers and potential customers, and using that knowledge to sell them more

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CRM can be complexCRM can be complex

Sales Force Automation

Opportunity Management

Contact management

Call centre

Help Desk

Campaign Management

Customer Service

Sales Analytics

Marketing Analytics

eMarketing

Cross selling

Up Selling

Field Sales Support

Field Service

Activity management

eSales

eServiceAfter sales service

Customer History

IntegrationInvoice

s

Mailshots

Quotes

Leads

Orders

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CRM functions for Small CRM functions for Small businessesbusinesses

Marketing

• Campaigns, Segmentation,

Sales

• Leads, qualification, proposal, closing the deal

Customer Service

• Contact management, customer history, single view of the customer

Analysis

• Understanding of customers, reporting

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First steps for Small businessesFirst steps for Small businesses

Save customer data in a single place

• Address, telephone, email, industry sector

• Manage the Opportunity pipeline

• Log all leads,

• Assign leads to appropriate staff,

• Set actions and reminders,

• Manage them through to a sale,

• Reports

Know your customers

• Record of all contacts and leads

• Target marketing to existing client base

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Benefits of CRMBenefits of CRM

Better managed sales and marketing processes

Increase ability to find and win customers

Assign and manage activities

Better knowledge of customers, all in one place

Reduce customer attrition

Enhance customer experience

Sell more to customers, at better margins

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CRM solution optionsCRM solution options

Stand alone

• Buy as a CRM tool, often with integration options

• Act!, Goldmine, MicroSoft CRM

Open Source

• No licence fee, low cost entry option, good start for small businesses SMEs

• vtiger, SugarCRM

Ready Integrated

• Module of a Business Management or ERP (Enterprise Resource Planning)

solution

• Business One, Dynamics CRM

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Case study – The B2B Centre & Case study – The B2B Centre & vtigervtiger

Captures membership data from website

Creates a lead when help is requested

Manage leads through to a project

Manage details of all projects

Reports

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Integration opportunities…Integration opportunities…

… with your website

• Automatically capture customer details

• Manage service requests

… with MS Outlook

• Synchronise customer related contacts, tasks and calendar

• Save incoming and outgoing customer e-mails in CRM

… with your Business Management System

• Single customer record across the business

• Share orders and invoices across systems

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uk Practical aspects of CRMPractical aspects of CRM

James PenningtonJames PenningtonLead Technical ArchitectLead Technical Architect

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Interactive demoInteractive demo

Adding Leads

Filtering Data

Reporting Tools

Mail Merge

Setting Tasks

Organising Meetings

Keeping it all together

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uk Integrated CRMIntegrated CRM

Andrew Wyld, TSGAndrew Wyld, TSGMicrosoft Product DirectorMicrosoft Product Director

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

Andrew WyldMicrosoft Product

Director

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

Integrated CRM

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

What is Integrated CRM?

EmpoweredEmployees

DepartmentallyIntegrated

Informed Management

360˚ View of Customers

Marketing Automation

Sales Force Automation

Customer Service

Field Service

eCommerce

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

Actually, every company already manages relationships

with their customers

• Sales relationships• Marketing relationships• Service relationships• Financial relationships

But these relationships are often poorly managed, unstructured and uncoordinated

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

Disjointed Customer Management

The Customer

OrderProcessing

Management Marketing

CustomerService

InsideSales

OutsideSales

SalesSupport

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

Business Without Integrated CRM

“I don’t have that information in this system. But if you call back…”

“One of our repair techs will be there either Tuesday or Wednesday, sometime between 8 and 5.”

“Have you called here before?”

“Are you a customer of ours?”

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

The Result ?

• Wasted time and money• Customer dissatisfaction and defection• Unprofessional perception of your

company• Internal “turf battles” between

departments and disputes• Potentially Lower profits

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

The Customer

The Vision for Customer Management

OrderProcessing

Management Marketing

CustomerService

InsideSalesOutside

Sales

SalesSupport

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

The Result ?

• Professional Image• Detailed customer intelligence• More accurate customer targeting• Customer satisfaction and retention• One view of the customer across your

company• Improved departmental collaboration• Potentially greater profits

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

Serving Customers…

What’s Your Strategy?

We keep track of customers using Outlook, spreadsheets, paper, and manila folders

My sales and service teams keep track of things, but I am not sure where

My sales, service, and marketing teams use separate applications; they can’t share information

We keep track of customers using our financial application

Our sales and service teams don’t follow consistent processes

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

A Better ‘Integrated’ Way

• Focus on customers, not internal processes

• Consistent customer interactions• Pervasive organizational knowledge

of each customer• Single source for all customer

interactions• A clear view of customer data at all

levels− Management− Sales− Customer Service− Marketing

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

How does ‘integrated’ CRM operate

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

• Campaign Management− Create campaigns to customers and prospects− Target by industry segment , products purchased etc− Create campaign activities, mailing piece, call downs

etc− Campaign execution through mail merge− Manage campaign opportunities− Track campaign spends− Measure the ROI against the campaign

Marketing

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

Marketing cont’d ….

• The Results−Create higher quality leads−Plan more productively−Create a clear customer view−Manage work more easily−Execute smarter campaigns

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

• Sales Cycle Management• Pipeline Management• Accurate Forecasting• Activity Management• Mobility

Sales

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

• The Results− Improve sales qualification of leads− Increase sales success− Cultivate new sales− Analyze sales performance− Work away from the office

Sales cont’d ….

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

• Log Calls and Issues• Track Calls and Issues to SLA’s• Manage Site Visits and Installations• Contract Management• Create a Knowledge Base

Customer Service

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

• Deliver superior customer service• Automate service processes• Resolve issues more quickly• Provided sales people with constructive

feedback

Customer Service cont’d ….

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

• Find qualified and available technicians to help your customers

• Dispatch skilled professionals• Increase customer satisfaction

Service Scheduling

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

What About Manufacturing ?

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

Case Study

• How TSG evolved their integrated CRM Solution

TSG YOUR PROFESSIONAL LOCAL IT PROVIDER

Fully Integrated CRM

• The Results– All departments see ‘One view of the truth’– 360˚ View of the customer– Improved customer engagement– Improved customer account management– Accurate ROI on Campaigns– Improved forecasting

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uk BMS for manufacturersBMS for manufacturers

Davinder Tumber - AlphagenDavinder Tumber - Alphagen

Presented by:

Business Management Systems

for Manufacturers

Dav Tumber

Content

Introduction to AlphaGen

Traditional Business Management Systems (BMS)

Modern Business Management Systems

Typical Business Management Systems Process Flow

CRM Benefits

AlphaGen Established 1990

Reseller for Epicor Software and SAP

Epicor’s No.1 Manufacturing reseller

SAP Gold Partner

Manufacturing & wholesale/distribution sector focus

Experienced support and implementation team

Small and medium-sized clients

150 sites across the UK

AlphaGen Product Range

Manufacturing & CRM:

Epicor Vista

Epicor Vantage

CRM, Financials, Warehousing & Distribution:

Epicor Enterprise

SAP Business One

Traditional BMS Islands of information:

Contact Management

Marketing Activities

Quotation Systems

Sales Order Processing

Manual Job Management / Scheduling

Manual Purchasing

Retrospective Job Costing

Invoicing & Financial Modules

29th October 2006 © 2006 Epicor Software Corporation.

Modern Manufacturing BMS

Reporting Systems

Customer Relationship Management

Workflow Management

Material Management

Sales Management

Production Management

Financial Management

Planning & Scheduling

Customer Relationship Management (CRM)

Sales Management PlanningProduction

ManagementMaterial Management Financial Management

Material RequirementsPlanning

Scheduling

Advanced Planning & Scheduling

Multi Plant Management

Multi CompanyManagement

ForecastingMPS

Advanced MaterialManagement

InventoryManagement

Shipping & Receiving

Purchase OrderManagement

Supplier RelationshipManagement

Supplier Connect

RequisitionManagement

RFQManagement

Advanced ShippingManagement

Contact Management

Marketing

SFA

Help Desk

Sales Connect

Mobile Connect

Order Management

Quote Management

Product Configurator

EDI

Customer Connect

Allocations Management

Project Management

Web Configurator

Accounts Receivable

Accounts Payable

General Ledger

Currency Management

Payroll

Active Planner

Financial Integration

Multi-NationalManagement

Asset Management

Epicor Manufacturing Suite

Job Management

Advanced BillOf Materials

SFDC

DocumentManagement

Field Service& Repair

Kan Ban

PDM

Advanced Production

Workflow ManagementGlobal Alerts Task Management Business Activity Monitor Business Activity Manager

Business Process Flow

1. CRM

2. Sales Management

3. Planning

4. Production Management

5. Material Management

6. Financial Management

Business Process Flow1. CRM - Create Enquiry and Manage Opportunity

2. Sales Management

Raise Quotation

– Based on existing Part/Bill of Material or from Price List (Copy from Method, Job or Quote)

– Create new Part and Bill of Material

– Cost labour, material and overhead

– Run ‘What if Schedule’

– Confirm margins and price

– Send quote

Business Process Flow

Raise Sales Order

– Copy from quote or standard parts price list

– Run ‘Capable to Promise’

– Reserve Shop Capacity (Optional)

– Process Order

– Send Sales Acknowledgement

Business Process Flow

3. Planning

Go to ‘Planning Workbench’

– Review Sales orders

– Review Sales & Production Forecasts

Create Manufacturing Jobs

– Schedule jobs (infinitely or finitely)

– Run Materials Requirement Routine

Business Process Flow

4. Production Management

Raise shop paperwork and release job

Shop floor data collection

– Record quantities and hours booked

Track job progress

Monitor Work in Progress

Reschedule job (if necessary)

View actual costs vs. estimates

Close job

Business Process Flow

5. Material Management

Review ‘Time Phased’ purchasing suggestions

Raise requests for quotation

Raise Purchase Orders

Book purchased items to stock or to job

Book finished items to stock or ship direct

6. Financial Management – Invoicing and Ledger Posting

Customer Relationship Management

“The strategies, processes, people and technologies used by companies to successfully attract and retain customers for maximum company growth”

Customer Relationship Management

Where are the CRM touch points and benefits in an integrated BMS?

1.Sales Management

2.Planning

3.Production Management

CRM – Sales Management Store and re-visit previous customer quotations

Manage customer price lists

‘What if’ Scheduling

‘Capable to Promise’ functionality

Send quotes electronically

Record customer contact

Manage quotation follow up dates

Win / loss analysis

Send sales acknowledgements electronically

CRM – Sales Management

Benefits:

1. Improve quotation response time

2. More accurate quotations

3. Maintain customer discounts

4. Provide realistic lead times

5. Meet customer delivery expectations

6. Analyse company strengths through win / loss analysis

CRM – Planning Prioritise customer demand / jobs

Review jobs visually

Reschedule jobs

Review impact of rescheduling

Benefits:

Look after best customers

Identify late jobs

Do something about the production bottlenecks

Inform the customer and manage expectations

CRM – Production

Real time shop floor data collection

On-line Job tracking

Manage production capacity

Collate actual costs

CRM – Production

Benefits:

Respond effectively to customer enquiries

Real job progress information

Identify late jobs / bottlenecks

Release shop capacity – speed up lead times

Pass on profitability benefits

Identify most profitable product lines

Summary Get a birds eye view of your business

CRM isn’t just about generating sales

CRM is about providing better customer service

CRM should be integrated into your Manufacturing BMS

CRM – helps to retain your customers and win repeat business!

Questions & Answers

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uk Using CRM in Marketing Using CRM in Marketing

CampaignsCampaigns

Sammy Rose – CIMSammy Rose – CIM

Using CRM in Marketing Campaigns

Sammy Rose MBA, MCIMChartered Marketer

1

CRM Barriers To Development

•Understanding what we need.

•Being able to determine which software/system solution will deliver the right result.

•Not being able to determine how we will get a return on investment from CRM.

•Being baffled by the wide variety of solutions out there.

•Not wanting to change our work pattern in line with the system’s methods.

•Thinking it is for big companies only.2

How will CRM Benefit My Company?

3

4

5

Internal Change Management Can Be a Key Barrier

To Progress

6

Marketing is ‘the management process responsible for

identifying, anticipating and satisfying customer requirements

profitably’.

7

Marketing is about getting the right product or service to the

customer at the right price, in the right place, at the right time.

8

Marketing is a key management discipline that enables the

producers of goods and services to interpret customer wants,

needs and desires – and match or exceed them in delivery to

their target consumers.

9

Product

Position

Price

Promotion

People

Process

Physical Evidence

Place

8 P’s of Marketing

CRM Particularly Helps With:-

10

•Providing a platform

•Managing awareness raising campaigns

•Helping to hit the right buttons that will secure business

•Managing the production and delivery process

•Kitting

AWARENESS

INTEREST

DESIRE

ACTION11

12

13

B2B

•Nature of Business

•Size

•Geography

•Key Financial Indicators

•I.I.P.

B2C

•Sex

•Age

•Couples/Singles

•Income/Occupation

•Neighbourhood

•Special Interests

14

?

15

SIC Codes

0 Agriculture 1 Energy2 Minerals3 Engineering4 Manufacturing5 Construction6 Distribution7 Transport8 Finance9 Others

16

CRM Particularly Helps With:-

•Providing a platform

•Managing awareness raising campaigns

•Helping to hit the right buttons that will secure business

•Managing the production and delivery process

•Kitting

17

AWARENESS

INTEREST

DESIRE

ACTION

18

10 point checklist

01. Product image

02. Target audience

03. Message

04. Company image

05. Budget

19

10 point checklist

06. Delivering your message

07. Customer response

08. Evaluation of plan

09. Review your promotional plan

10. Return on investment

20

Product

Position

Price

Promotion

People

Process

Physical Evidence

Place

8 P’s of Marketing

21

Planning

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Q&A SessionQ&A Session

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uk What Next?What Next?

Steve OrrissSteve Orriss

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See the DemonstrationsSee the Demonstrations

Alphagen – SAP Business One

TSG – MS Dynamics CRM

Elite – SageCRM & ACT!

Adecs Profita – Goldmine

B2B Centre - vtiger

Chartered Institute of Marketing

Business Link West Midlands

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B2B Centre supportB2B Centre support

Establish your CRM requirements

Create a Request for Proposal document

Help identify and select a CRM supplier

Open Source solution pilots

Go to www.nb2bc.co.uk and Request Help

© 2007 B2B Centre

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Thank You!Thank You!

Thanks for listening!

Please leave badges in the bin and completed Feedback forms with Steph

or Liz

Enjoy your lunch