building an effective crm strategy
TRANSCRIPT
© 2014 Maximizer Software Inc. WWW.MAXIMIZER.COM
Today’s Speaker
Desmond BristowMaximizer CRM
Director of Professional Services
© 2014 Maximizer Software Inc. WWW.MAXIMIZER.COM
Agenda
• Crucial components of an effective CRM strategy
• The number of assets your CRM provides• How to strategically impact the effectiveness of
your CRMSteps to building an effective CRM strategy
• The role Maximizer CRM can play in supporting your plan
© 2014 Maximizer Software Inc. WWW.MAXIMIZER.COM
CRM Strategy
• Companies that buy CRM and view it as a technology initiative will fail to see results
• Without a clear plan you will under-perform
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What is CRM Strategy?
• Your CRM Strategy is the sum-total of all planning, development and adoption activities
© 2014 Maximizer Software Inc. WWW.MAXIMIZER.COM
CRM Strategy Components
1. A well-planned vision and strategy
2. Clear understanding of customer segments
3. Actionable customer insight based on customer needs and values
4. Customer-focused processes
5. Measures to ensure adoption
Source: Peppers & Rogers Group
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Executive Vision
• Alignment of CRM strategy with corporate strategy
• Cross functional by nature• Advocate for the customer• Communicate
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Customer Segmentation
Identify customers individually
Differentiate customers or customer groups based on their needs and value
Interact with customers in a way that benefits them and the company
Customize the relationship over time based on your understanding of their needs and value
Source: Peppers & Rogers Group
© 2014 Maximizer Software Inc. WWW.MAXIMIZER.COM
Customer Segment Metrics
• Analyze CRM Information• Adjust strategy and tactics based on client
information• Goal is to discover “Golden Questions”• What are your golden questions?
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Strategic Growth Metrics
• Leading Indicators• Funnel & Pipeline Indicators
• Website Leads per X• Inbound Calls per X
• Customer Services Call• Goal is to uncover what “X Factor” drives Y Revenue
and Z Profit
• CRM is an excellent source of Critical #: People (B/S)• Source for Capturing Brand Promise KPI
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Customer focused process design
• Benefit the customer• Build the relationship with the customer
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Data Quality
• Build a data quality habit• Your customer database is an asset
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7 Measures for CRM Adoption
• Successful Organizations: • Prioritize Processes• Set Policies• Plan Performance Metrics• Review Structure• Audit Skillsets • Create Rewards• Build a Culture
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A Culture of Trust
• “a belief that company has the customers best interests a heart”
© 2014 Maximizer Software Inc. WWW.MAXIMIZER.COM
You have the power with Maximizer CRM to strategically build your business
© 2014 Maximizer Software Inc. WWW.MAXIMIZER.COM
Ready to discuss your strategy?
Email: [email protected]
Phone: 1-800-804-6299