www.nb2bc.co. uk Build Profitable Long- Build Profitable Long- Term Customer Term Customer Relationships Relationships Thursday 29 Thursday 29 th th November 2007 November 2007 Wolverhampton Racecourse Wolverhampton Racecourse
Www.nb2bc.co.uk Build Profitable Long-Term Customer Relationships Thursday 29 th November 2007 Wolverhampton Racecourse.
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ww
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uk Build Profitable Long-Build Profitable Long-
Term Customer Term Customer Relationships Relationships Thursday 29Thursday 29thth November November 20072007Wolverhampton RacecourseWolverhampton Racecourse
ww
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uk National B2B Centre &National B2B Centre &
today’s agendatoday’s agenda
Steve OrrissSteve OrrissLead Business ConsultantLead Business Consultant
© 2007 B2B Centre
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AgendaAgenda
09:30 – 09:40 Agenda, and the B2B Centre Steve Orriss
09:40 – 10:00 Introduction to CRM Steve Orriss
10:00 – 10:30 Practical Aspects of CRM James Pennington
10:30 – 11:00 Coffee, demos and networking
11:00 – 11:30 The Benefits of Integrated CRM Andrew Wyld
11:30 – 12:00 BMS for manufacturers Davinder Tumber
12:00 – 12:30 Using CRM in Marketing Campaigns Sammy Rose
12:30 – 12:50 Q&A Steve Orriss
12:50 – 13:00 What next? Steve Orriss
13:00 – 14:00 Lunch and demo’s
© 2007 B2B Centre
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By lunchtime today you will….By lunchtime today you will….
Understand how profitable long term Customer Relationships can be built using CRM tools
Recognise the business benefits of CRM within your organisation
Know what your technology options are and understand the decision criteria
Be motivated to get started
N.b. Today’s slides will be on our website
© 2007 B2B Centre
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Introduction to the B2B CentreIntroduction to the B2B Centre
We are here to…
“Provide expert, impartial e-business advice and support to growing businesses to enable them to successfully adopt technology, creating real business value from the Internet”
• Identify technologies relevant to growing businesses
• Enable businesses to adopt these technologies
• Primary focus is within the West Midlands
ww
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uk Customer Relationship Customer Relationship
Management – An Management – An IntroductionIntroductionSteve OrrissSteve Orriss
© 2007 B2B Centre
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Objectives Objectives
Define CRM
Functions relevant to small businesses
Benefits
Solution options
A case study
Integration
See a typical CRM solution
© 2007 B2B Centre
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CRM – a definitionCRM – a definition
Google search gives over 24M results for the phrase “What is CRM?”!
The art/science of using information to find, acquire and retain customers.
The people, processes, and technology questions associated with marketing, sales, and service.
Source: CRMAdvocate.com
© 2007 B2B Centre
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What is CRM?What is CRM?
Originally, a business philosophy putting the customer at the centre of everything a business does
Now, a term covering ICT applications which support businesses in building knowledge about their customers and potential customers, and using that knowledge to sell them more
© 2007 B2B Centre
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CRM can be complexCRM can be complex
Sales Force Automation
Opportunity Management
Contact management
Call centre
Help Desk
Campaign Management
Customer Service
Sales Analytics
Marketing Analytics
eMarketing
Cross selling
Up Selling
Field Sales Support
Field Service
Activity management
eSales
eServiceAfter sales service
Customer History
IntegrationInvoice
s
Mailshots
Quotes
Leads
Orders
© 2007 B2B Centre
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CRM functions for Small CRM functions for Small businessesbusinesses
Marketing
• Campaigns, Segmentation,
Sales
• Leads, qualification, proposal, closing the deal
Customer Service
• Contact management, customer history, single view of the customer
Analysis
• Understanding of customers, reporting
© 2007 B2B Centre
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First steps for Small businessesFirst steps for Small businesses
Save customer data in a single place
• Address, telephone, email, industry sector
• Manage the Opportunity pipeline
• Log all leads,
• Assign leads to appropriate staff,
• Set actions and reminders,
• Manage them through to a sale,
• Reports
Know your customers
• Record of all contacts and leads
• Target marketing to existing client base
© 2007 B2B Centre
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Benefits of CRMBenefits of CRM
Better managed sales and marketing processes
Increase ability to find and win customers
Assign and manage activities
Better knowledge of customers, all in one place
Reduce customer attrition
Enhance customer experience
Sell more to customers, at better margins
© 2007 B2B Centre
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CRM solution optionsCRM solution options
Stand alone
• Buy as a CRM tool, often with integration options
• Act!, Goldmine, MicroSoft CRM
Open Source
• No licence fee, low cost entry option, good start for small businesses SMEs
• vtiger, SugarCRM
Ready Integrated
• Module of a Business Management or ERP (Enterprise Resource Planning)
solution
• Business One, Dynamics CRM
© 2007 B2B Centre
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Case study – The B2B Centre & Case study – The B2B Centre & vtigervtiger
Captures membership data from website
Creates a lead when help is requested
Manage leads through to a project
Manage details of all projects
Reports
© 2007 B2B Centre
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Integration opportunities…Integration opportunities…
… with your website
• Automatically capture customer details
• Manage service requests
… with MS Outlook
• Synchronise customer related contacts, tasks and calendar
• Save incoming and outgoing customer e-mails in CRM
… with your Business Management System
• Single customer record across the business
• Share orders and invoices across systems
ww
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James PenningtonJames PenningtonLead Technical ArchitectLead Technical Architect
© 2007 B2B Centre
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Interactive demoInteractive demo
Adding Leads
Filtering Data
Reporting Tools
Mail Merge
Setting Tasks
Organising Meetings
Keeping it all together
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uk Integrated CRMIntegrated CRM
Andrew Wyld, TSGAndrew Wyld, TSGMicrosoft Product DirectorMicrosoft Product Director
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
Andrew WyldMicrosoft Product
Director
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
Integrated CRM
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
What is Integrated CRM?
EmpoweredEmployees
DepartmentallyIntegrated
Informed Management
360˚ View of Customers
Marketing Automation
Sales Force Automation
Customer Service
Field Service
eCommerce
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
Actually, every company already manages relationships
with their customers
• Sales relationships• Marketing relationships• Service relationships• Financial relationships
But these relationships are often poorly managed, unstructured and uncoordinated
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
Disjointed Customer Management
The Customer
OrderProcessing
Management Marketing
CustomerService
InsideSales
OutsideSales
SalesSupport
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
Business Without Integrated CRM
“I don’t have that information in this system. But if you call back…”
“One of our repair techs will be there either Tuesday or Wednesday, sometime between 8 and 5.”
“Have you called here before?”
“Are you a customer of ours?”
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
The Result ?
• Wasted time and money• Customer dissatisfaction and defection• Unprofessional perception of your
company• Internal “turf battles” between
departments and disputes• Potentially Lower profits
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
The Customer
The Vision for Customer Management
OrderProcessing
Management Marketing
CustomerService
InsideSalesOutside
Sales
SalesSupport
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
The Result ?
• Professional Image• Detailed customer intelligence• More accurate customer targeting• Customer satisfaction and retention• One view of the customer across your
company• Improved departmental collaboration• Potentially greater profits
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
Serving Customers…
What’s Your Strategy?
We keep track of customers using Outlook, spreadsheets, paper, and manila folders
My sales and service teams keep track of things, but I am not sure where
My sales, service, and marketing teams use separate applications; they can’t share information
We keep track of customers using our financial application
Our sales and service teams don’t follow consistent processes
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
A Better ‘Integrated’ Way
• Focus on customers, not internal processes
• Consistent customer interactions• Pervasive organizational knowledge
of each customer• Single source for all customer
interactions• A clear view of customer data at all
levels− Management− Sales− Customer Service− Marketing
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
How does ‘integrated’ CRM operate
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
• Campaign Management− Create campaigns to customers and prospects− Target by industry segment , products purchased etc− Create campaign activities, mailing piece, call downs
etc− Campaign execution through mail merge− Manage campaign opportunities− Track campaign spends− Measure the ROI against the campaign
Marketing
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
Marketing cont’d ….
• The Results−Create higher quality leads−Plan more productively−Create a clear customer view−Manage work more easily−Execute smarter campaigns
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
• Sales Cycle Management• Pipeline Management• Accurate Forecasting• Activity Management• Mobility
Sales
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
• The Results− Improve sales qualification of leads− Increase sales success− Cultivate new sales− Analyze sales performance− Work away from the office
Sales cont’d ….
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
• Log Calls and Issues• Track Calls and Issues to SLA’s• Manage Site Visits and Installations• Contract Management• Create a Knowledge Base
Customer Service
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
• Deliver superior customer service• Automate service processes• Resolve issues more quickly• Provided sales people with constructive
feedback
Customer Service cont’d ….
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
• Find qualified and available technicians to help your customers
• Dispatch skilled professionals• Increase customer satisfaction
Service Scheduling
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
What About Manufacturing ?
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
Case Study
• How TSG evolved their integrated CRM Solution
TSG YOUR PROFESSIONAL LOCAL IT PROVIDER
Fully Integrated CRM
• The Results– All departments see ‘One view of the truth’– 360˚ View of the customer– Improved customer engagement– Improved customer account management– Accurate ROI on Campaigns– Improved forecasting
ww
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uk BMS for manufacturersBMS for manufacturers
Davinder Tumber - AlphagenDavinder Tumber - Alphagen
Presented by:
Business Management Systems
for Manufacturers
Dav Tumber
Content
Introduction to AlphaGen
Traditional Business Management Systems (BMS)
Modern Business Management Systems
Typical Business Management Systems Process Flow
CRM Benefits
AlphaGen Established 1990
Reseller for Epicor Software and SAP
Epicor’s No.1 Manufacturing reseller
SAP Gold Partner
Manufacturing & wholesale/distribution sector focus
Experienced support and implementation team
Small and medium-sized clients
150 sites across the UK
AlphaGen Product Range
Manufacturing & CRM:
Epicor Vista
Epicor Vantage
CRM, Financials, Warehousing & Distribution:
Epicor Enterprise
SAP Business One
Traditional BMS Islands of information:
Contact Management
Marketing Activities
Quotation Systems
Sales Order Processing
Manual Job Management / Scheduling
Manual Purchasing
Retrospective Job Costing
Invoicing & Financial Modules
29th October 2006 © 2006 Epicor Software Corporation.
Modern Manufacturing BMS
Reporting Systems
Customer Relationship Management
Workflow Management
Material Management
Sales Management
Production Management
Financial Management
Planning & Scheduling
Customer Relationship Management (CRM)
Sales Management PlanningProduction
ManagementMaterial Management Financial Management
Material RequirementsPlanning
Scheduling
Advanced Planning & Scheduling
Multi Plant Management
Multi CompanyManagement
ForecastingMPS
Advanced MaterialManagement
InventoryManagement
Shipping & Receiving
Purchase OrderManagement
Supplier RelationshipManagement
Supplier Connect
RequisitionManagement
RFQManagement
Advanced ShippingManagement
Contact Management
Marketing
SFA
Help Desk
Sales Connect
Mobile Connect
Order Management
Quote Management
Product Configurator
EDI
Customer Connect
Allocations Management
Project Management
Web Configurator
Accounts Receivable
Accounts Payable
General Ledger
Currency Management
Payroll
Active Planner
Financial Integration
Multi-NationalManagement
Asset Management
Epicor Manufacturing Suite
Job Management
Advanced BillOf Materials
SFDC
DocumentManagement
Field Service& Repair
Kan Ban
PDM
Advanced Production
Workflow ManagementGlobal Alerts Task Management Business Activity Monitor Business Activity Manager
Business Process Flow
1. CRM
2. Sales Management
3. Planning
4. Production Management
5. Material Management
6. Financial Management
Business Process Flow1. CRM - Create Enquiry and Manage Opportunity
2. Sales Management
Raise Quotation
– Based on existing Part/Bill of Material or from Price List (Copy from Method, Job or Quote)
– Create new Part and Bill of Material
– Cost labour, material and overhead
– Run ‘What if Schedule’
– Confirm margins and price
– Send quote
Business Process Flow
Raise Sales Order
– Copy from quote or standard parts price list
– Run ‘Capable to Promise’
– Reserve Shop Capacity (Optional)
– Process Order
– Send Sales Acknowledgement
Business Process Flow
3. Planning
Go to ‘Planning Workbench’
– Review Sales orders
– Review Sales & Production Forecasts
Create Manufacturing Jobs
– Schedule jobs (infinitely or finitely)
– Run Materials Requirement Routine
Business Process Flow
4. Production Management
Raise shop paperwork and release job
Shop floor data collection
– Record quantities and hours booked
Track job progress
Monitor Work in Progress
Reschedule job (if necessary)
View actual costs vs. estimates
Close job
Business Process Flow
5. Material Management
Review ‘Time Phased’ purchasing suggestions
Raise requests for quotation
Raise Purchase Orders
Book purchased items to stock or to job
Book finished items to stock or ship direct
6. Financial Management – Invoicing and Ledger Posting
Customer Relationship Management
“The strategies, processes, people and technologies used by companies to successfully attract and retain customers for maximum company growth”
Customer Relationship Management
Where are the CRM touch points and benefits in an integrated BMS?
1.Sales Management
2.Planning
3.Production Management
CRM – Sales Management Store and re-visit previous customer quotations
Manage customer price lists
‘What if’ Scheduling
‘Capable to Promise’ functionality
Send quotes electronically
Record customer contact
Manage quotation follow up dates
Win / loss analysis
Send sales acknowledgements electronically
CRM – Sales Management
Benefits:
1. Improve quotation response time
2. More accurate quotations
3. Maintain customer discounts
4. Provide realistic lead times
5. Meet customer delivery expectations
6. Analyse company strengths through win / loss analysis
CRM – Planning Prioritise customer demand / jobs
Review jobs visually
Reschedule jobs
Review impact of rescheduling
Benefits:
Look after best customers
Identify late jobs
Do something about the production bottlenecks
Inform the customer and manage expectations
CRM – Production
Real time shop floor data collection
On-line Job tracking
Manage production capacity
Collate actual costs
CRM – Production
Benefits:
Respond effectively to customer enquiries
Real job progress information
Identify late jobs / bottlenecks
Release shop capacity – speed up lead times
Pass on profitability benefits
Identify most profitable product lines
Summary Get a birds eye view of your business
CRM isn’t just about generating sales
CRM is about providing better customer service
CRM should be integrated into your Manufacturing BMS
CRM – helps to retain your customers and win repeat business!
Questions & Answers
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uk Using CRM in Marketing Using CRM in Marketing
CampaignsCampaigns
Sammy Rose – CIMSammy Rose – CIM
Using CRM in Marketing Campaigns
Sammy Rose MBA, MCIMChartered Marketer
1
CRM Barriers To Development
•Understanding what we need.
•Being able to determine which software/system solution will deliver the right result.
•Not being able to determine how we will get a return on investment from CRM.
•Being baffled by the wide variety of solutions out there.
•Not wanting to change our work pattern in line with the system’s methods.
•Thinking it is for big companies only.2
How will CRM Benefit My Company?
3
4
5
Internal Change Management Can Be a Key Barrier
To Progress
6
Marketing is ‘the management process responsible for
identifying, anticipating and satisfying customer requirements
profitably’.
7
Marketing is about getting the right product or service to the
customer at the right price, in the right place, at the right time.
8
Marketing is a key management discipline that enables the
producers of goods and services to interpret customer wants,
needs and desires – and match or exceed them in delivery to
their target consumers.
9
Product
Position
Price
Promotion
People
Process
Physical Evidence
Place
8 P’s of Marketing
CRM Particularly Helps With:-
10
•Providing a platform
•Managing awareness raising campaigns
•Helping to hit the right buttons that will secure business
•Managing the production and delivery process
•Kitting
AWARENESS
INTEREST
DESIRE
ACTION11
12
13
B2B
•Nature of Business
•Size
•Geography
•Key Financial Indicators
•I.I.P.
B2C
•Sex
•Age
•Couples/Singles
•Income/Occupation
•Neighbourhood
•Special Interests
14
?
15
SIC Codes
0 Agriculture 1 Energy2 Minerals3 Engineering4 Manufacturing5 Construction6 Distribution7 Transport8 Finance9 Others
16
CRM Particularly Helps With:-
•Providing a platform
•Managing awareness raising campaigns
•Helping to hit the right buttons that will secure business
•Managing the production and delivery process
•Kitting
17
AWARENESS
INTEREST
DESIRE
ACTION
18
10 point checklist
01. Product image
02. Target audience
03. Message
04. Company image
05. Budget
19
10 point checklist
06. Delivering your message
07. Customer response
08. Evaluation of plan
09. Review your promotional plan
10. Return on investment
20
Product
Position
Price
Promotion
People
Process
Physical Evidence
Place
8 P’s of Marketing
21
Planning
© 2007 B2B Centre
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Q&A SessionQ&A Session
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uk What Next?What Next?
Steve OrrissSteve Orriss
© 2007 B2B Centre
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See the DemonstrationsSee the Demonstrations
Alphagen – SAP Business One
TSG – MS Dynamics CRM
Elite – SageCRM & ACT!
Adecs Profita – Goldmine
B2B Centre - vtiger
Chartered Institute of Marketing
Business Link West Midlands
© 2007 B2B Centre
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B2B Centre supportB2B Centre support
Establish your CRM requirements
Create a Request for Proposal document
Help identify and select a CRM supplier
Open Source solution pilots
Go to www.nb2bc.co.uk and Request Help
© 2007 B2B Centre
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Thank You!Thank You!
Thanks for listening!
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or Liz
Enjoy your lunch
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