More Related Content
Similar to CRM Systems and Implemetation - Challenges & Opportunities
Similar to CRM Systems and Implemetation - Challenges & Opportunities (20)
More from seniorshelf.com
More from seniorshelf.com (11)
Recently uploaded
Recently uploaded (20)
CRM Systems and Implemetation - Challenges & Opportunities
- 1. Customer Relationship Management CRM Systems & Implementation Presented by Rahul Upadhyay 1
- 2. CRM Revisiting the definition • Strategy for managing an organization's relationships and interactions with customers and potential customers. • Helps companies stay connected to customers, streamline processes, and improve profitability.
- 3. CRM The Need for CRM System • Helps Businesses • Maintain updated customer records • Track all interactions with the Organization • Helps Improve Business Relationships • Enhance Customer Lifetime Value • Turns every meeting , Phone call , interaction into an opportunity to generate Customer information
- 4. Without CRM System • Dispersed Customer Data • Manual/ Analogue or no Records • Loss of Business • Due to data loss, lack of follow up etc . • Scattergun approach to Customer Contact • No accuracy in Contact effort • Generates Spam • No Organisational Knowledge bank • Individual dependent • Loss of Customer data with loss of the individual employee
- 6. CRM System CRM system allows you to manage the business relationships you have with your customers to help you grow your business. CRM system provides a central place where you can store customer and prospect contact information, and collaborate with colleagues. Enables better customer understanding thereby opening up cross-selling and up-selling opportunities from existing customers.
- 7. CRM System CRM system can be used to record all interactions, follow ups etc. thereby ensuring no opportunity is missed CRM system helps create an Organizational Knowledge bank about the customers Ensures Personalized Customer care by tracking Customer communication Preferences
- 8. CRM System Enables a 360 degree single view of the Customer across the functions CRM system fosters efficiency Facilitates on the go updates & interactions if based on the Cloud
- 9. Types of CRM Systems Desktop Based • Runs on a single computer Client/ Server Based • have a central database stored on a server, usually self-hosted with software installed on each user’s PC or laptop to access it Cloud based • supplied and hosted online by a third-party provider, and accessible anywhere via a connected device
- 10. Req. driven CRM Program Cloud based (Saas) or On-premise 10 The Cloud Advantage Robust Infrastructure Speed of Implementation Expertise SLAs Scalability Costs
- 11. On Premise Vs Cloud Superoffice CRM
- 12. On Premise Vs Cloud Comparison Client/server CRM system Online cloud-based CRM system Cost Capital startup costs including server purchase and installation time. Minimal capital investment, no startup delay and a simple monthly fee Security and maintenance Business is responsible for its own IT security (or finding a data centre supplier to do it). CRM supplier maintains the servers and keeps security up to date as part of a monthly fee. Competitiveness Adding new features or functions to keep up with technological advances can be expensive and complex, needing considerable in-house expertise. New features and functions can be switched on and off remotely, and are immediately available to all users. Mobility Relies on an installed base of client PCs. Mobile use can be limited to laptops with necessary level of security and is limited by availability of secure VPN. Secure access from any internet-connected device: at home, in the office, or while traveling. Disaster recovery Customer data needs to be included in any backup and disaster recovery plans. Disaster recovery handled by vendor as part of monthly service fee.
- 13. CRM Systems in an evolving world Spotify & Salesforce
- 14. CRM Systems in an evolving world ➢As technology evolves, the way in which we work and connect with customers evolves too. ➢Advanced systems go beyond obvious CRM functionality to respond to developments such as remote working and artificial intelligence. ➢Cloud-based CRM systems excel here as they can be updated as new technology becomes the standard.
- 15. Mobile CRM
- 16. Mobile CRM ➢CRM systems now offer mobile CRM capabilities, which allow salespeople to access key information wherever they are, and update that information straight after a meeting while they are still in the field, so colleagues can follow up with the very latest information before the competition. ➢With mobile CRM it’s possible to run a whole business from a phone – closing deals, servicing customers and even delivering 1:1 marketing campaigns without being tied to a desk. This functionality can also support homeworking, and even allow organisations to reduce the amount of office space needed. ➢Mobile CRM delivers a full CRM experience on smartphones, tablets, and other internet-enabled devices. It enables sales, marketing and customer service teams to access and manage key information in real time, wherever they are.
- 17. CRM Systems Social Media Integration ➢Social CRM or social customer relationship management is the integration of social media channels into Customer Relationship Management (CRM) platforms. ➢Customers can interact with businesses via their preferred channels ➢Enables a complete Customer profiling possible
- 18. CRM Systems AI Enabled CRM
- 19. CRM Systems AI Enabled CRM ➢Critical in a hyper connected world with even inanimate objects becoming data sources with IoT. ➢Data can be used to increase sales, fine- tune marketing, and provide the immediate and personalized service today's customers ➢Artificial intelligence (AI) can learn from available data in order to make recommendations based on company processes. ➢The system constantly and automatically improves, becoming smarter and more targeted to the needs of customers. ➢Analyze customer records & business data the system collects from sales, e- commerce activity, emails, IoT social media, etc., to provide automated insights. ➢Help determine the best person to contact to win the opportunity. ➢Enhance and automate the routine- based parts of the business process ➢With Chatbots In conjunction with AI algorithms, companies can efficiently identify and resolve customer issues/problems through natural conversation
- 20. CRM Systems AI Enabled CRM- Starbucks
- 22. CRM Strategy & Implementation The Connection
- 23. CRM Vision The Starting Point of implementation Defines the Objectives Reference Point for Internal & external customers Outlines Organisational Priorities & ambitions Defines expectation and success parameters CRM vision provides an opportunity to examine the strategies and processes that provide the functional framework of an organization and compare them to the organization's goals and aspirations for the present and the future
- 24. CRM Vision Developing the Vision- Questions What are our most important goals? How do our departments achieve those goals? How do those teams relate to each other and interact? Can they work together more effectively?
- 25. CRM Strategy 25 CRM Strategy shows the intent of the firm concerning its customer base specifying how it will acquire, and retain customers through improvements in Customer Value Deliverables as a means of achieving & enhancing Corporate Goals.
- 26. CRM Strategy Scale & Scope 26 Communication Contact Centre Online Strategy CRM Software Customer Management Customer knowledge New Business Models Culture Accountability Fulfilment Customisation
- 27. CRM Strategy Building Blocks 27 Plan round Customers Voice of the customer Two way communication
- 28. CRM Strategy Drivers of Strategy 28 • Impact on lifetime value of customer capital • Impact on revenue, profits & loyalty • Priority of segments – new and existing customers • Customer loyalty measurements & tracking Quantitative CRM Goals • Prioritization of Customer related Projects • Prioritization of Internal development Projects • Modification of sub strategies viz Mktg , Service etc • Modification of competencies development programme • Modification of Compensation & benefits CRM Initiatives
- 29. CRM Strategy & CRM Implementation Plan Factors to be considered 29 Role in Co Objectives Long Term Value Costs Biz objectives delivery HR costs Scope & Scale Risks • Can also include need for New Tech • Impact on existing Tech • Ongoing support & Maintenance requirements • CRM alternatives
- 30. CRM Implementation Key Challenges 30 ➢Convincing Your People to Change ➢Getting Approval from Management ➢Handling Data Security ➢Leaving Favored Programs and Software Behind ➢Dealing with the Time and Cost of CRM Implementation ➢Trusting the Technology ➢Choosing the Wrong CRM ➢Lacking Scope Clarity ➢Managing Integrations
- 31. CRM Implementation The Roadmap 31 Timelines Objectives Resources Required Execution Team Resp. matrix Outcome Metrics Phases if any & milestones Process & Project metrics • Need Top level Executive sponsorship • The Execution Team needs to have representation from all departments
- 32. CRM Implementation Success Checklist 32 Establish measurable business goals Executive support and sponsorship Minimize customizations Align business goals and IT department Business goals driven functionality CRM user training Experienced implementation Partners Involve CRM users Phased rollout schedule • Measure, Monitor, Track
- 34. CRM Implementation Processes –Gap Analysis 34 Analyze As-Is Processes Current business processes are documented with the objective of identifying process activities, workflow, decision points and required documentation. Develop To-Be Processes The future envisioned business processes are defined, the key inputs to this step are recognized best practices and the functionality of the CRM software product being implemented Identify Functional Gaps Gaps between the To-Be process and the CRM software product are identified, To-Be processes are compared directly against the “out-of-the-box” functionality of the CRM solution product being implemented. Categorize Gaps Each gap is prioritized into the following schema: Required By Regulation/Authority, Required By Organization, Required By Department, Desirable and Non-Essential. Based on the priority of the gap, alternative methods to meet the requirement are considered.
- 35. CRM Implementation Organisational Change Issues CRM Awareness & Buy In Organisational Redesign Culture Change Learning & Development
- 36. CRM Implementation In Real Life 36
- 37. CRM Implementation Key Reasons for Failure 37 Lack of Business Case No Process reengineering Change management issues Lack of Top Mgmt sponsorship No customer focused organisation Over reliance on Tech Lack of Strategy No Project Plan Integration Issues
- 38. Digital Marketing Emails & Social Media 38
- 39. Email Marketing Vs SPAM The Difference is Consent •Illegitimate address of sender •High rate of messages sent in a period •Explicit or illegal content •Phishing •Asks for money in advance •Use of scare tactics •Useless or erroneous information •Enormous number of recipients •Defamation ads of competitions Email Marketing Spam
- 40. Email Marketing Key Components Email Platform Mailing List Objectives Content Testing Analytics
- 41. Email Marketing Getting Started –Metrics
- 42. Email Marketing Getting Started –Industry Metrics • No Standard benchmarks • Content, Relevance and Interest & List Integrity deciding factors
- 43. Email Marketing Vs Marketing Automation
- 44. Social Media for Business 44 I like Donuts I am eating donuts I am skilled at eating donuts Watch me eating donuts Photo of my Donut Donut Recipe
- 45. Social media Metrics 2023 • More and more Managers are using SM for Customer Satisfaction, Feedback & Retention. • Increased importance of tools like Social Listening etc.
- 46. Social Media Social Listening • Analysing Sentiments • Brand Awareness • Industry Trends • Competitor Analysis • Crisis management / mitigation The Process of analyzing online conversations about your brand and your industry at large to find out more about your audience.