SUCCESSFULLY TRANSFORMING YOUR ORGANISATION WITH CRM

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SUCCESSFULLY TRANSFORMING YOUR ORGANISATION WITH CRMIn this day and age, having an effective customer relationship management (CRM) platform is instrumental for supporting organisational growth. A well-implemented CRM centralises your data - enabling the tracking of customer relationships from pre to post-sale across multiple business units and stakeholders. The integration with other applications (like marketing or finance) provides a single-source-of-truth dataset that can be used to produce clear, actionable insights to improve the sales process and business decision making.

In some cases, a growing business has decided the time is right to add a CRM to the mix; evolving from the legacy of multiple spreadsheets and disparate data sources. In others, the original CRM was just right for a smaller operation, but it wasn’t flexible enough to scale and grow to meet the evolving business demands. Or perhaps, an organisation has completed a CRM implementation, but unfortunately the final result did not live up to expectations.

Wherever you are on the sliding scale, this guide will show you how your organisation can benefit from a CRM, what questions to ask along your implementation journey, and how to move forward with confidence.

CONTENTS

56% OF CUSTOMERS SAY THEY STOPPED DOING BUSINESS WITH AN ORGANISATION BECAUSE OF POOR CUSTOMER SERVICE.1

91% OF COMPANIES WITH MORE THAN 11 EMPLOYEES NOW USE CRM SOFTWARE.2

Successfully transforming your 2 organisation with CRM

The complete CRM solution 3

First time CRM buyer 4How to know that a CRM is right for your business

Outgrown your CRM 6How to know when your CRM is holding your business back

Unsuccessful CRM implementation 8Why CRM projects fail and how to avoid the pitfalls

Why choose Dynamics 365? 10

Industry snapshot: 11 Leveraging a CRM solution

Start your journey with Data#3 12

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THE COMPLETE CRM SOLUTION

BUSINESS AREAS BUSINESS OUTCOMES

FIELD SERVICEPROACTIVE SERVICE

CUSTOMER SERVICE

BETTER CUSTOMER RELATIONSHIPS

SALES DRIVE MORE SALES

HR TALENT

PROJECT SERVICE AUTOMATON

PROFIT FROM PROJECTS

MARKETING MAXIMISE MARKETING RESULTS

A considered and well-implemented CRM will bring data, people and processes together to support your business success.

Get an end-to-end field service tool to efficiently manage resources.

Resolve service issues before they occur, reduce operational costs, and deliver positive experiences

Connect your HR to IT, your people to insights and your business to growth with the power of Office 365 and LinkedIn.

Create a more talented workforce by transforming the candidate and employee experience, delivering an intelligent, connected organisation.

Deliver a 360-degree view of each customer across channels and devices.

Create more meaningful engagements through fast, personalised service and support.

Support your sales team with intelligent tools to build relationships and increase sales.

Better understand customer needs, engage more effectively, and win more deals.

Use a predictable and customer-centric service delivery model to plan and deliver successful projects.

Build trusted customer relationships by delivering outstanding project experiences.

Target buyers, run multi-channel campaigns, and personalise the buyer’s experience.

Find and nurture more leads, connect sales and marketing, automate processes, and maximise your marketing results.

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FIRST TIME CRM BUYER

THE 3 MAJOR SIGNS YOU NEED A CRM

You have minimal visibilityCRM is all about sharing and increasing the visibility of customer relationships. When you’re in the dark, it becomes nearly impossible to accurately forecast, get insight into sales pipelines and customer interactions, and deliver a consistent experience throughout every phase of the customer journey.

Your information is not centralisedIf your team stores data in multiple locations - spreadsheets, emails, ERPs - you’re not alone. Research has found that roughly 30% of the workday is wasted in the futile search for information4. As a business grows, visibility into customer interactions becomes more and more limited and the ability to make informed decisions is compromised.

Your decision-making is siloedWhen information is separately stored, departments tend to fall into a silo mentality, making decisions independently without consideration of other business functions. For the adoption of business-critical technology platforms like a CRM, it’s vital IT, sales and marketing all take part in the conversation and make a decision that adds value across the entire business.

Some businesses handle just a few enquiries a day

so turning to spreadsheets, email marketing systems

or other entry level solutions to manage customer

data makes sense. However, as the business grows,

managing and sharing this data becomes increasingly

difficult. Data entry errors, lack of sales automation,

limited reporting capabilities and minimal integration

with third party applications all create headaches for

marketing, sales and support teams. This results in

slipped deals, low customer retention and decisions

based on gut feelings, not statistical evidence. At this

point it becomes clear - it’s time to explore new avenues

to organise your customer data. It’s a big step, but it’s

definitely a step in the right direction.

How to know that a CRM is right for your business

Scenario One

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YOUR MOTIVATIONS

What is the single biggest challenge a CRM will solve?

Modern CRM systems can be rolled out incrementally to solve the most pressing challenges first. Phasing an implementation will lower the licensing cost with fewer users needing access, and reduce upfront service costs. This allows businesses to quickly realise value via improved productivity and efficiencies, and provide an opportunity to refine and optimise the solution before completing the rollout.

YOUR BUSINESS DATA

Where are you keeping your customer’s data?

There are two critical things to consider:

1. Who stores what personal information – and where - about your customers? Do you have conflicting data stored in multiple locations? What information is accurate?

2. Is the data securely stored (in the case of a breach) and are you compliant with industry standards?

For example, consideration may need to be given to the secure storage of highly sensitive financial data, perhaps GDPR implications if you’re a global organisation, or closer to home, the ability to comply with the Notifiable Data Breaches Act.

The right questions to ask when considering your first CRM 82% OF TOP

SALESPEOPLE CITE CRM TOOLS AS “CRITICAL” TO THEIR ABILITY TO CLOSE DEALS.5

YOUR PEOPLE AND TEAMS

What people and departments will be using the CRM?

Involving the users of a CRM in the rollout process will ensure each department is able to plan and define workflows, processes, strategies and reporting requirements around the new system. This will also reinforce adoption and avoid users falling back into legacy system habits.

YOUR PROCESSES

What are the business processes to be automated?

Across strategic communications, field service automation, case and project management, there are many ways to improve business processes through a CRM. It can be overwhelming to consider all the opportunities, so prioritising the areas that will bring immediate benefits is a smart move. It’s also important to consider the main applications in use. For example, Office 365 users will quickly realise the benefits of a seamless Dynamics 365 integration.

YOUR PROJECT TEAM

What parts of the business are supporting the project?

Assembling a CRM implementation project team, including a nominated executive sponsor, to oversee the planning and implementation effort will go a long way towards delivering a successful outcome. Be sure to include departmental representatives from across the enterprise to ensure every goal of the organisation is met.

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Every business will face a time in their journey when they

simply outgrow their CRM. It happens often. A bigger

business places new demands on the system and if

it can’t adapt and scale, it’s most likely holding your

business back. It was probably perfectly aligned to your

business when it was first deployed, and it served you

well up to this point.

In today’s fast-changing world, CRMs have been busy

evolving too. For example, solutions like Dynamics 365

infuse AI, mixed reality, social, and mobile capabilities for

rapid innovation. Switching to a newer system will allow

you to reap the rewards of these advances, and also

provide a CRM that will scale with you, so you’ll never find

yourself in this position again.

OUTGROWN YOUR CRM THE 3 MAJOR SIGNS YOU’VE OUTGROWN YOUR CRM

Your CRM allows contact and sales management, but little else A core CRM function is contact and sales management, but today they can do so much more. Managing other processes such as service issues, support cases, projects, events, applications, and even online sales is now possible directly through your CRM or as part of an integration.

You’re still working in multiple systems Entry level CRMs are often not designed to natively integrate (or have limited integration) with other applications or data sources. This creates isolated islands of data, making it difficult to extract valuable insights. By seamlessly integrating your CRM with existing applications your data is synchronised, without duplication, and provides a single source of truth for your organisation.

You can’t keep up with customer expectationsTo better meet the changing market and needs of your customers, you need access to modern CRM tools designed to improve the customer experience. For example, case management, service level agreements, integrated knowledge articles and integrated live chat can all support your teams to keep customers satisfied.

How to know that a CRM is right for your business

Scenario Two

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YOUR MOTIVATIONS

What do you want your CRM to do?

You have the basics ticked off – your CRM needs to be able to track leads, monitor relationship management and maintain your contacts, but what else? Modern CRMs offer everything from built-in AI and analytics through to immersive mixed reality experiences. Imagine a frontline worker needing another set of eyes on a complex repair job. With Dynamics 365 and HoloLens, they can pull in the expertise of a remote support technician to assist and see exactly what they’re seeing via the HoloLens headset and provide support accordingly.

Whether it’s a futuristic feature like this or a simple need to glean deeper insights into your data, it’s important to identify and define what is missing in your existing solution and what functionality you require in a new system.

YOUR BUSINESS GOALS

How have your business goals changed?

Before jumping on board with a new CRM, ensure you are prepared for the move. This means undertaking research and planning to redefine your business goals, operation improvements, measurement requirements and how a CRM can help you achieve them.

YOUR PEOPLE AND TEAMS

Are staff asking for features and functionality that your current CRM can’t provide?

Many businesses decide to move to a new system because very few employees are using their existing CRM. This lack of adoption can be attributed to system complexity or lack of onboarding and training from the very beginning. Consult with your employees and take their feedback and requirements onboard during the selection and rollout process to ensure the new system is better suited to their roles and workflows.

YOUR DATA

What data will port across and how will it be structured?

A CRM data migration project takes considerable time and almost always requires a number of business-level decisions. Be sure to analyse your existing database, its structure and content, and decide what needs to be transferred. You may even want to use this opportunity to undertake a major data clean-up.

YOUR FUTURE NEEDS

What capabilities will your CRM need in the future?

Every business has growth aspirations, but it’s not always easy to know what’s around the corner in the coming 12 months, let alone in five or ten years. It’s common to think about your current needs when comparing and choosing a CRM, but a smarter move involves choosing a system that is able to scale and adapt as your business grows.

The right questions to ask when you’ve outgrown your CRM

GROWTH IN REVENUE FROM CRMs AI-RELATED FEATURES WILL REACH $394 BILLION BY 2021.6

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UNSUCCESSFUL CRM IMPLEMENTATIONNo business undertakes a CRM implementation

with the intention of failing. Unfortunately, it happens

all too often. Study after study have reported high

failure rates, with CIO magazine reporting that at

least one-third of CRM projects fall short of

achieving their objectives, or fail outright7,

but that shouldn’t be the case. Understanding why

CRM success is so elusive and applying pre-emptive

measures to prevent, mitigate or respond to these

challenges is essential if you want to avoid becoming

a statistic.

Why CRM projects fail and how to avoid the pitfalls

THE 5 MAJOR SIGNS YOUR CRM WILL FALL SHORT

A poor CRM strategy A well-considered strategy is a vital component of any successful implementation, but many organisations underestimate the complexity of deploying a CRM and either plan poorly, or worse, don’t plan at all. It’s critical to determine what business problems you need to solve; what you want to accomplish and align this to the problems; and define measurable goals to business processes and overarching project milestones.

Lack of specialist supportIt may save money in the short term but attempting an internal CRM implementation is risky. Sourcing and engaging the right specialists with deep expertise will avoid crippling the project. Their experience will ensure all ground work is covered, the solution is well-defined, users are supported and trained, and security issues are identified and resolved. They’re also an independent, highly-valued voice of reason.

Lack lustre user adoptionToo often, businesses find their people aren’t utilising the CRM to its full potential. Lack of adequate training or incentives to adopt, failure to demonstrate top-down buy-in, or inadequate planning in the early stages to ensure features and functionality apply to your business process, are all cited as barriers to successful adoption.

The business has evolved The reality is business processes do change, so a major technology implementation should never be set and forget. Whether pre, during, or post-deployment, it’s important this evolution is reflected in the design of the CRM and communicated with the users – even if it means altering the final product mid-project.

Partial deployment The CRM may have deployed within a single business unit, but subsequent development has not progressed. This is often attributed to key stakeholders leaving the project, new leadership not seeing the value of the system, or insufficient budget for further development. The knock-on effect of this is that, in time, management and users may start to see the successful initial implementation as a failure due to its isolation in the business.

Scenario Three

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YOUR SOLUTION

What part of the CRM solution is working well (if any)?

A CRM must match business processes and vice versa. If there is no alignment, then there is unlikely to be any benefit. First, isolate the areas of the CRM that are enhancing existing business process. Ask why this area went well and what would it take to get the other functions operating similarly.

YOUR IMPLEMENTATION

Can you identify why implementation or user adoption has been unsuccessful?

Take time to carefully reflect on the implementation process. Where did the project go off course? If it’s planning, it is important to identify issues and improvements to include in the next iteration. If it’s lack of technical expertise, the next phase should incorporate support from a trusted CRM specialist. If it’s user adoption, the CRM may not be well integrated with existing processes or too confusing for users, requiring additional training or support.

YOUR STAKEHOLDERS

Which users and stakeholders would be most suited to redefine and rescope the system?

Often the project team is filled with CTOs or mid-level IT management. Rethink the project team and engage representatives from sales, marketing, operations, finance and other important functions who will act as CRM champions. While it’s important to identify an executive sponsor who will be responsible to the business for the overall success of the project, they should be surrounded by a diverse team that represents the interests of the wider organisation.

YOUR CRM HERO

What is the single biggest thing that can be fixed?

The CRM may not have reached its potential, but it doesn’t have to spell the end. Focus on the main capabilities that initially sparked the project. Ask yourself what features would turn the project around to make it a worthwhile investment? By focusing on building a ‘minimum viable product’, it may also be possible to rebuild user faith in the solution.

YOUR INTEGRATIONS

What other systems are integrated, or need to be?

Modern CRMs are developed to accommodate further customisation and integrations. If your CRM is not up to par, it could be lacking the deep integration needed to completely overcome your business challenges and meet user expectations. Look to identify and eliminate duplication of effort by integrating workflows and processes with the CRM.

The right questions to ask when considering revamping your CRM

65% OF SALES REPS WHO HAVE ADOPTED MOBILE CRM HAVE ACHIEVED THEIR SALES QUOTAS VERSUS ONLY 22% OF REPS USING NON-MOBILE CRM HAVE REACHED THE SAME TARGETS.3

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WHY CHOOSE MICROSOFT DYNAMICS 365?Connect your data and apply intelligence to drive

your digital transformation with the next generation of

business applications on the trusted Microsoft Cloud.

Unify your business by connecting people, processes and data across Dynamics 365, Office 365, LinkedIn and Azure.

Make intelligent decisions with built-in AI, analytics and prescriptive guidance.

Adapt to your needs by integrating applications with existing systems - or tailor and build upon them with the Microsoft Power Platform.

Take a modern approach by infusing AI, mixed reality, social and mobile capabilities for rapid business innovation.

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INDUSTRY SNAPSHOT: LEVERAGING A DYNAMICS 365 SOLUTION Explore the ways CRM can directly benefit your organisational growth

In this rapidly evolving market, providers in the aged care sector are increasingly turning to CRM technology to solve business challenges. With a well implemented solution, aged care providers get the advanced functionality needed to better market themselves to the wider community. They can also meet the evolving needs of residents and their families, navigate shifting government-imposed regulations and easily manage marketing, sales, customer service and more. With one unified platform, aged care providers are empowered to help family members navigate complex and sensitive decisions about their loved ones.

ATTRACTING NEW RESIDENTS

Utilising a centralised repository contact data – complete with insights such as triggers and timelines for moving, family/influencer relationships and funding/financial situation – can be stored and used to inform intelligent marketing campaigns. From directly communicating to families with ageing parents, carers working with the elderly, or retirees researching care options, a CRM allows aged care providers to reach out in deeply personal and engaging ways.

Universities have traditionally struggled with siloed data in disparate systems, scattered across departments. Today, that’s no longer necessary. From prospective, current and past students, to staff, industry, business and community partners, a powerful CRM system will provide a digital toolkit that can unearth numerous powerful insights. Reinventing business processes, driving staff productivity, cultivating effective student/alumni relationships, and controlling admin, marketing and communication costs can all contribute to the smart and personalised tertiary experience that today’s students expect.

NOT-FOR-PROFIT (NFP)TERTIARY EDUCATION AGED CARE Today, it’s critical for NFPs to step up and leverage modern cloud technologies to deliver enhanced digital experiences. By offering a panoramic view of donors, members and constituents, NFPs can effectively manage these relationships and connect in increasingly personal ways. Often tasked with doing more with less, CRMs also support NFP employees to be more productive, provide tools to increase donations, save on labour costs, reduce marketing budgets and so much more.

PERSONALISED RECRUITMENT STRATEGIES

From application to offer acceptance, enrolment and beyond, effective recruitment and admissions processes allow universities to improve their conversion rates. A CRM allows the capture of prospective student data from anywhere, in real-time and automates strategic marketing campaigns across a variety of channels, even tailoring communications to the prospective student to increase engagement and interaction.

Scenario Scenario Scenario

NURTURING NEW DONORS

Automated customer nurturing is a proven tactic used by profit-driven organisations to increase engagement and sales. For NFPs, a well-planned onboarding process for new members and donors will deliver memorable experiences that immerse the new member in the mission from the outset – and prepare them for ongoing communication to foster a long-term relationship and therefore drive stronger donations.

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START YOUR CRM JOURNEY WITH DATA#3At Data#3, we work with organisations across Australia to assist with the understanding of CRM solutions, define requirements and project timelines, all the way through to implementation and ongoing support. To learn more about the power of a robust CRM, or take the first steps on your CRM implementation journey, get in touch with a Data#3 Dynamics Specialist today to organise a CRM Fit Gap Assessment.

4 MORE REASONS TO PARTNER WITH DATA#3

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We work with you to determine your organisational needs, understand stakeholder requirements, review existing solutions, and provide specific recommendations about whether a new solution is right for you.

We have a well-earned reputation for building and nurturing strong partnerships that span many successful years.

We are people-people. We love going onsite during assessments and throughout implementations to collaborate with your teams.

We are big believers in thorough user training. We transfer our skills so you can run your CRM self-sufficiently. When you need us, we’re always here to offer ongoing support and expertise.

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1 Microsoft (2017), 2017 State of Global Customer Service Report. [Online] Available at:

http://info.microsoft.com/rs/157-GQE-382/images/EN-CNTNT-Report-DynService-

2017-global-state-customer-service-en-au.pdf

2 Buyer Zone (2013), The State of B2B Lead Generation. [Online] Available at: https://

www.buyerzone.com/global-images/resource-center/state-of-b2b-2013.pdf

3 Innoppl (2011), Mobile CRM. [Online] Available at: https://www.slideshare.net/

SathishMariappan/mobile-crm-6803102

4 IDC (2001), The High Cost of Not Finding Information. [Online] Available at: http://

www.ejitime.com/materials/IDC%20on%20The%20High%20Cost%20Of%20Not%20

Finding%20Information.pdf

5 LinkedIn (2016), State of Sales 2016. [Online] Available at: https://business.linkedin.

com/content/dam/me/business/en-us/sales-solutions/resources/pdfs/linkedin-state-

of-sales-2016-report.pdf

6 Thomson Data (2019), The Future of CRM in 2019: Stats & Trends. [Online] Available

at: https://www.thomsondata.com/infographics/the-future-of-crm-in-2019.php

7 CIO Magazine (2017), What to do when your CRM project fails. [Online] Available at:

https://www.cio.com/article/2381909/what-to-do-when-your-crm-project-fails.html

SOURCES

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When you turn to outside help for IT services, you need the certainty of a specialist provider with the scale and experience to tackle every challenge. Data#3 is here to help with responsive services across consulting, procurement, project services, managed services and resourcing.

To learn more, visit www.data3.com.au/dynamics-365

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