Using Customer Relationship Management Using Customer Relationship Management (CRM) to Find, Catch and Keep Great (CRM) to Find, Catch and Keep Great Customers Customers 2006 Call Center, Marketing and Contact 2006 Call Center, Marketing and Contact Management Training Summit Management Training Summit Presented by: Presented by: Brent Leary, CRM Brent Leary, CRM Essentials Essentials
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Using Customer Relationship Management Using Customer Relationship Management (CRM) to Find, Catch and Keep Great (CRM) to Find, Catch and Keep Great
CustomersCustomers
2006 Call Center, Marketing and Contact 2006 Call Center, Marketing and Contact Management Training SummitManagement Training Summit
A Customer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an interruption in our work. He is the purpose of it. He is not an outsider in our business. He is a part of it. We are not doing him a favor by serving him. He is doing us a
favor by giving us an opportunity to do so.
The customer has all the answers……
... and all the money…
Sam Walton
C. Sam WaltonB. GandhiA. JC Penney D. Fred Sanford
Do these questions hit home?
Having trouble finding customer information quickly?
Any issues sharing customerInformation across the company?
Are you having problems responding to customer requests?
Are your customers happy with you?
Are you winning deals against your competition?
Are your sales folks always in the office?
Are you finding enough good leads?
Are you closing enough deals?
Are you closing deals fast enough?
Burning too much time on dead-end leads?
Is the pipeline full?
A lot of turnover in your sales team?
Adding sales people?
How’d that email campaign work for you?
Lost any good customers lately?
What Is CRM?What Is CRM?
Defining CRM
Defining CRM – Building Blocks
Customer Customer ProfilingProfiling
Campaign Campaign ManagementManagement
Lead ManagementLead Management Opportunity ManagementOpportunity Management
Contact Contact ManagementManagement
Activity Activity ManagementManagement
Web Self Web Self ServiceService
Field ServiceField Service
Call CenterCall Center
Customer Acquisition ProcessCustomer Acquisition Process
– Determine best way to reach target: Email, Trade show…
– Determine who should handle responses
– Determine how to measure success
• Open rates
• Response
• Cost per lead
Sales & Marketing Challenges
The Problem* Avg. Business has 7% awarenessAvg. Business has 7% awareness 90%+ of market not ready to buy90%+ of market not ready to buy Awareness = 6-7 touches per yr 80% of new sales take 8-15 contacts to gain interest Avg. salesperson abandons after 1-2 calls 50% of all leads buy – in 6-18 months Result
– Huge numbers of missed opportunitiesHuge numbers of missed opportunities
* Source: Cargill Consulting Group, Inc., Griffin Consulting Group, Sales & Marketing Mgmt Magazine, Harvard Business Review, Dartnell Institute
Lead Generation: Road to the Final FourLead Generation: Road to the Final Four
Pareto’s Principle – Hindsight is 80/20:
100 Sales Leads100 Sales Leads 20 Qualified Leads
4 Converted Leads4 Converted Leads
How much time and money are spent with How much time and money are spent with the 96 before reaching the Final Four?the 96 before reaching the Final Four?
Initial lead information is basic information usually found on a business card
CRM SOFTWARE helps answer the question…
Are we willing to spend the time Are we willing to spend the time and money needed to win the sale?and money needed to win the sale?
The Hunter: Old School Lead GenerationThe Hunter: Old School Lead Generation
You spend thousands every year to develop relationships• Sales calls and meetings• Trade shows and seminars• Conferences, social events, etc.
New business development efforts are costly but critical• Advertising and marketing• Lead generation• Networking, partnering, etc.
Business cards often represent the most qualified contacts• They result from face to face interaction• Include complete contact information• Your contact’s heard your story. He knows about you!
The trend is being driven by your customersThe trend is being driven by your customers … the … the Internet is THE place they go to find products & Internet is THE place they go to find products & services and more importantly YOU!services and more importantly YOU!
The Internet continues to grow in popularity among consumers searching for information about products & services … as preference for yellow pages and newspapers declines
More and more, the Internet is where YOUR customers areMore and more, the Internet is where YOUR customers are
Small Business Continues to Move Small Business Continues to Move OnlineOnline
Small business is evolving from just being online to doing business onlinedoing business online
Increasingly, customers expectexpect small businesses to respond quickly!quickly!
Social Computing – Web 2.0 – Business WebSocial Computing – Web 2.0 – Business Web
► Social computing is a social structure in which technology puts power in communities, not institutions.
Search: From Hunted to Hunter – What’s Your GQ?GQ?
5.3 billion internet searches were performed in February 2006 Average web user performed 43.1 searches Businesses of all sizes are expected to spend $5 billion dollars
advertising on search engines
When your site is shown in both organic and paid results for a search, searchers click one of your listings more than 90 percent of the time
43% of search engine users are seeking local merchants to buy something offline
53%53% surveyed have downloaded or listened todownloaded or listened to a podcast at least once, with 41% claiming to have listened to podcasts on more than one occasion
65%65% said they listen to podcasts for BOTH personal AND business interest
60%60% of respondents said info on business or technology topics currently delivered as traditional white paperstraditional white papers or analyst reports would be more interestingwould be more interesting as podcasts as podcasts. And 55%55% of them would be more likely to consumemore likely to consume white papers if they were delivered in this manner
– Identify how sales opportunities should be valued
What are your sales challenges? • Not responding quickly enough
• User Adoption is low due to input process
• Not getting information in timely fashion
• Not sharing information effectively
• Too much time spent in the office Too much time spent in the office doing paperwork and not with doing paperwork and not with customers and prospects!customers and prospects!
Common Challenges – CRM & Common Challenges – CRM & ContactsContacts
Example of a Small Business Sales CycleExample of a Small Business Sales Cycle
IdentifyIdentify (and document) issues/challenges People make it happen Learn the Metric SystemMetric System ReviewReview your customer facing processes (Strategy
firstfirst, technology secondsecond) RespondRespond to all inquiries appropriately (Silence isn’t
golden)
In general – cont’dIn general – cont’d
FunctionalizeFunctionalize your website (lead gen, lead qual, self service, etc.)
IdentifyIdentify routine tasks associated with processes IdentifyIdentify milestones in your sales process (forecasting) ReviewReview your use of data services Get Help!Get Help!
Sales Force AutomationSales Force Automation Inc. avg. revenue/sale Inc. customer retention rate Inc. close rate/win rateInc. close rate/win rate Inc. # sales opportunities Improved new rep performance
Sales Force AutomationSales Force Automation Reduced training cost Reduced administration costsReduced administration costs Reduced communication costs Reduced rep turnover Reduced order errors
Marketing AutomationMarketing Automation Inc. conversion rateInc. conversion rate Inc. number of campaigns Inc. customer loyalty