Effective use of CRM - IQPC Meddle east Call Center Summit

Nov, 2014 1

Saif Mohd Saeed Dubai Insurance Co. psc +971.4.269.3030 www.dubins.ae

2

• Understanding the need of CRM

• How to make a use out of CRM

• Changing the Organization Culture from Traditional Org. to

Customer Oriented Org. using CRM

• New CRM Technologies (SCRM)

3

Understanding the need of CRM

4

Customer Relationship Management (CRM) is a tool consisting of the

processes that a company uses to track, maintain and organize it’s contact

with its current and prospect customers.

5

A way to identify, acquire, and retain customers, a business’ greatest asset. -Siebel

An application used to automate sales and marketing functions and to manage sales and service activities in an organization. – Microsoft

A comprehensive business model for increasing revenues and profits by focusing on customers. – Martin Walsh

The belief that customers should feel like a VIP every time they communicate with your company. – Jennifer Carnie

6

•To create customer Loyalty.

• Improve the quality of service provided to customers

• Use customer contact information for targeted marketing.

• Help maintain business relationships.

• Achieve efficiency in the system

7

• Knowing and understanding

Your Customer Needs

• Building better relationships

with customers

• Improving Customer Experience

• Tracking Customer trends and

behaviors

8

9

How to make a use out of CRM

10

First step we Need to Define our Challenges

Management

(Support, Change Agent,

Vision & Strategy)

Total Cost of

Ownership

Time of

implementation

Customer

Adoption

New Challenge

Social Media

End User

Adoption

11

A well cited study by AMR Research found that even among top CRM

vendors, 47 percent of companies reported serious challenges with end-

user adoption that often put projects in jeopardy.

Analysis shows that CRM implementations that do not make daily tasks

more productive for individuals will not see corporate benefits.

12

Most CRM Software designed in pre-Social Media Age

• Social Media is sometimes added as an after-thought which

conflicts with existing paradigm

• Corporates cannot “muscle in” on social arena

• Social Media Amplifies voice of people (Positive or Negative)

• Social Media Requires rapid response time

13

14

Second Step is to Define the Main Goal of CRM which is: to put the

customer back into the spotlight.

15

Third Step Make CRM Systems More Productive. We can do the same by:

• Get People To Use It • Train Your Users • Tweak Your System Based on Feedback • Using Call Routing Strategies • Maintain your KPI • Mine Your Information

16

17

18

19

20

21

22

Traditional Org. to Customer

Oriented Org. using CRM

23

• The goal of CRM is to put the customer first. This can only be done by providing an efficient way to access client information as you engage with each customer.

• In addition to providing the customer with exceptional customer service, the tools that enable this strategy also reduce money wasting inefficiencies.

24

• Happy customers become loyal

clients • Identify your top 20% and target

those accounts • Find out what marketing

strategies work and stick with them

• Remove obstacles so your sales team spends the most time doing what they do best

25

New CRM Technologies (SCRM)

26

Social Media

social interaction among people in which they create, share or exchange information, ideas, and pictures/videos in virtual Communities and Networks.

Social CRM

Solving customer facing business problems in the context of how culture and technology has changed.

27

•Develop a social media presence •Fans and followers Approach

•Minimal business integration •Minimal technology integration Integration

•Network size •Promote, market, service

Long term goal

•Business use cases/goals/objectives •Customers and advocates

Approach

•Organization wide •Back end CRM/ERP systems Integration

•Customer loyalty, revenue generation, business use cases •Long term customer relationships

Long term goal

28

Member communities reach more internet users (66.8%) than email (65.1%) (Nielsen “Global Faces on

Networked Places”)

Fastest growing sector for

Internet use is communities

(5.4% in a year) 43% of consumers say that companies should use social networks to solve the consumers' problems

(Cone Business in Social Media Study)

7% of organizations understand the CRM value of social media, (Brand Science Institute, European

Perspective, August 2010)

29

The three most influential factors for consumers when deciding which company to do business with are:

• Personal experience (98%), • Company’s reputation or brand (92%), and • Recommendations from friends and family (88%) (American Express)

30

Consumers have an active role in the making of the brand. They buy online, talk, review, suggest.

72% of people are more likely to make a future purchase from SME after they follow or interacted with them on twitter

64% of social media users have shared a positive exp about business online

82% of social media users are more likely to recommend a company they follow to friends and family

31

#1 Choose which social network and choose wisely

#2 talk to customer online

#3 establish long-term relationship

32

#4 encourage customer engagement

#5 let social media inform your business

33

First step is by identifying your biggest online champion, influencers or even competitors

Set your Goals Why you want to exist on the social world

What goes for CRM implementation goes for SCRM but in SCRM the Splash is bigger(Positive or Negative)

Be Quick and Fast

34