What is CRM? The simplest, broadest definition can be found in the name: CRM is a comprehensive way to manage the relationship with your customers — including potential customers — for long-lasting and mutual benefit. More specifically, modern CRM systems enable you to capture information surrounding customer interactions and integrate it with every customer-related function and data point. The resulting information mosaic is then used to create and automate a variety of processes that identify, and describe, valuable customers. Most important, these processes help you personalize new and ongoing interactions to cost-effectively acquire, stay close to, and retain these "good" customers. Put another way, there are good customers and not-so-good customers. Can you tell them apart? What will it take to keep the good ones good (or make them better) — and how can you get more of them? Can you improve the not-so-good ones — and is it worth the effort? Now apply these principles automatically, to your entire customer base and prospect pool, as your business and the market evolve over time. That is CRM. CRM: The Payoff On the plus side, customers with successful CRM systems report higher profits; lower costs to attract and retain customers; greater customer loyalty; and smoother, more streamlined workflows. Specific benefits cited include: More timely and targeted customer services • Increased per-customer revenues • Greater cross-sell and up-sell success • Trimmed sales cycles • More-efficient call center operations • Improved sales forecasting • Fewer customer problems • Better-informed marketing decisions
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Transcript
What is CRM?
The simplest, broadest definition can be found in the name: CRM is a comprehensive way to manage the relationship with your customers —
including potential customers — for long-lasting and mutual benefit. More specifically, modern CRM systems enable you to capture information
surrounding customer interactions and integrate it with every customer-related function and data point.
The resulting information mosaic is then used to create and automate a variety of processes that identify, and describe, valuable customers.
Most important, these processes help you personalize new and ongoing interactions to cost-effectively acquire, stay close to, and retain these
"good" customers.
Put another way, there are good customers and not-so-good customers. Can you tell them apart? What will it take to keep the good ones good
(or make them better) — and how can you get more of them? Can you improve the not-so-good ones — and is it worth the effort? Now apply
these principles automatically, to your entire customer base and prospect pool, as your business and the market evolve over t ime. That is CRM.
CRM: The Payoff
On the plus side, customers with successful CRM systems report higher profits; lower costs to attract and retain customers; greater customer
loyalty; and smoother, more streamlined workflows. Specific benefits cited include: More timely and targeted customer services
Acquire New Customers and Grow Your Business Generate leads by advertising your business online with Google AdWords.
Turn those leads into new customers with Salesforce CRM.
A Customer Calls
The customer may be
calling you directly or
they may have been
transferred to you.
Search Salesforce
The first thing you want
to do is search
Salesforce to see what
information is
available.
Assign Tasks
Often times you’ll need
to assign a follow-up
task for yourself or
someone else on your
team.
Gather Insight
By clicking on a contact or
account, you can view all
their activity history,
outstanding follow-up items,
and other pertinent
information.
Follow Up
Assigning tasks in
Salesforce improves
collaboration and creates
true accountability.
Update Information
Salesforce provides a place
to log call notes, save
important emails, and
update information so
everyone knows where
things stand.
Manage Customer Relationships When you get a call, start by searching Salesforce. You can quickly review the account and see who else at your company has been working with them.
You can then use Salesforce to capture call notes and create a follow-up task if need be.
Measure what’s working
• A real-time view of your business
• A single solution for insight
• Customizable reports
Streamline Your Service and Support Organization Effective customer service benefits everyone—customers, agents, supervisors, and the company’s bottom line. Deliver outstanding and consistent
service and support across many channels including phone, email, Web, and chat.
Customer Logs a Case
When a customer has a
problem, they can log a case
online or call your support
team.
Case Is Routed
Cases can be
automatically routed to
a queue based upon
business rules.
Case Closed
The agent
communicates the
solution over the phone
uses an email template
and closes the case.
Gather Insight
An agent works the case,
reviewing account
information such as
entitlements and activity
history.
Customer Portal
The customer has 24/7
self-service access to
their case history, the
knowledgebase, and the
online community
through the customer
portal.
Find Solutions
The agent can quickly solve
the case using suggested
solutions from the
knowledgebase.
Sales and Marketing Visit http://blogs.salesforce.com/processes/2006/07/sales_process_m.html or search Google for “Sales Process Map”
Activity Management Visit http://blogs.salesforce.com/processes/2007/11/activity-manage.html or search Google for “Activity Management Process Map”
Service and Support Visit http://blogs.salesforce.com/processes/2006/07/the_service_and.html or search Google for “Support Process Map”