Building a Solid Business Case for CRM - Jezzupjezzup.com/.../2016/02/Building-a-solid-Business-Case-for-CRM.pdfBuilding a Solid Business Case for CRM Siska Bossuyt CRM Coach JEZZUP

Building a Solid Business Case for CRM

Siska Bossuyt

CRM Coach JEZZUP

September , 2014

Main objectives

Challenges on your way ….

• Starting point is often not known, basic data not measured

• Comparison before/after very difficult

• Qualitative advantages

• Fast start , not always based on rational considerations

• Impact of many surrounding factors

Different steps

5. Calculate ROI

4. Define growth

scenario’s

3. Define possible

improvements

2. Collect market data

1. Collect company

information

1. Collect company information

Sources of information :

- Company website- Cases in relevant/similar market - Annual report - Social networks : who knows who? - Internal sponsors

Data needed on :

- Number of customers- Total Revenue - Margin / Profit - Main markets - # employees- ….

2. Collect market data

• Industry data

• Position of company within market (leader, challenger, ….)

• Economic conditions :

– CRM Strategy objectives differ in good and bad economic conditions • F.i. Declining conditions :

– focus on reducing costs

– New customers & cross-selling lower priority

• General Cxx priorities

3. Define possible improvements

3. Define possible improvements

• Image improvement • Act as ONE organisation• ONE voice to the customer • Uniform way of working • Better internal communication • Employee satisfaction

3. Define possible improvements

1. Connect with customers through social media

2. Created Personalized marketing

3. Collaborate with customers directly

4. Take CRM with you (mobility)

5. Support customers in real time

6. Integrate CRM with other buisness processes

7. Provide a better user experience

3. Define possible improvements

Sales Process Phases Addressed

Increase Revenue

Decrease Costs

KPI Analysis- Increase Number of LeadsManaged

- Increase Value per Deal

- Decrease Deal Cycle Time

- Increase Close Rate

- Increase Cross-Sell and Up-Sell Close Rates

- Decrease the Cost to Manage Customers

Lead ManagementPipeline / Opportunity

ManagementCustomer Management

Example: Driving Sales Productivity

3. Define possible improvements

Campaign planning

• Define Campaign and Assemble List

• Determine Campaign Targets

• Prepare for Execution

Campaign execution

• Execute Campaign

• Evaluate Performance

Response Management

• Receive Responses

• Evaluate Responses

• Convert Responses

3. Define possible improvements

Customer churn ↓

• Current Revenue

• % expected extra revenue

Cross- and Up selling ↑

• Current Revenue

• % expected extra revenue

New customers

• Current Revenue

• % expected extra revenue

3. Define possible improvements

Platform Flexibility

Standards-Based Technology Architecture

Customizable and Integrated Solution

4. Define (revenue) growth scenario’s

• Revenue per customer

• Customer churn

• New customers

Best Case

• Revenue per customer

• Customer churn

• New customers

Worst Case

5. Calculate ROI

Cumulative Benefits

ROI = --------------------------------

Cumulative Costs / Investment

Amount to be Invested

Payback Period = ---------------------------------------

Estimated Annual Net Cash Flow

In Summary ….

5. Calculate ROI4. Define growth

scenario’s

3. Define possible

improvements

2. Collect market data

1. Collect company

information

and …. Figures don’t tell everything !

Your goal ?

Want to know more ?

Contact us !

A

D

R

E

M

Siska Bossuyt

• 18 years in business, of which 15 years in Customer Relationship Management :

3 years of international project management @ Barco

3 years as customer service manager @ Phoenix-Mecano

2 years as project manager @ Navico, ERP implementations focused on customer service

8 years of enterprise sales @ Microsoft , specialized in Dynamics CRM

2 years of group lead @ Microsoft, establishing the strategy for Dynamics CRM

• Solid understanding of business drivers and enablers

• Passionate about building a customer-centric organisation, on how to do things differently

• Focused, Result-driven, professional can-do mentality, good listener and teamplayer

• Always on discovery tour, looking for inspiration ....

Our mission

Siska Bossuyt

CRM Coach JEZZUP

[email protected]

“Be everywhere,

Do everything,

and never fail to

astonish the customer”