What
is CRM?
CRM means
''Customer Relationship Management''
It helps give
insight into your sales and marketing and customer support processes and
improve team efficiency.
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In addition,
companies that implement a CRM often see substantial improvements
in business
processes, Sales team collaboration as well as business profit.
Most normal CRM
systems are divided into three (but not restricted to) main modules:
·
Marketing
·
Sales
·
Customer
Service
Marketing
The Marketing module
allows your marketing team to plan both long and short term Marketing related
activities within your business.
Marketing Planning
Marketing Plans can
be entered into the CRM and budgets, targets and campaign related tasks can
be set against the campaigns themselves. Campaigns can be specific to company
size, location, preferred products etc., as all of this information is stored
within the CRM.
Campaign Management
Marketing
'campaigns' might take the form of trade shows, TV ads, magazine commercials,
and may target different potential customers, but leads gathered from these
campaigns are entered into the CRM, thus giving you an accurate measurement
of the success of each marketing campaign.
Your CRM can be
combined with an e-marketing application to target the right customers with
the right products and to analyse their behaviour during an email marketing
campaign. Over time, you can build up an understanding of what attracts
customers to your products/services and how they behave whilst viewing the
information in your marketing email and in your website. This provides you
with a very powerful means of reaching your target audience and giving them
best information in the best format.
Lead Management
A key purpose of a
CRM Marketing module is to generate leads for Sales to qualify into real
sales and thus revenue for the company. CRM lead management entails managing
leads in a structured and organized way, evaluating whether they are worthy
of follow up and grading them accordingly in order to convert them in to
Sales opportunities for the Sales teams to follow up and close as sales
deals.
Sales
The CRM Sales module
helps your Sales Managers structure their Sales team processes from presales
through to quotations and deal closure. The CRM allows your Sales teams to
capture key customer interactions (calls, meetings, emails etc). Sales
Managers can then process this data and compare sales quotas against actual
sales. In addition, the CRM can automatically alert Sales people with
recommended courses of action and provide structured communication templates,
decreasing administration and sales ramp time. This is known as ‘automated
workflow’ and can be customized to match your company's sales policy.
Opportunity Management
Opportunities are
potential sales, potential revenue for the company. The CRM helps the Sales
team by organizing all the relevant opportunity information into one central
database and it helps business managers by giving a real-time ‘window’ into
sales status.
Typically
information stored on an opportunity is as follows:
·
Prospective
customer – company details etc,
·
Type
of sales opportunity and product interest
·
Expected
sales revenue,
·
Expected
sales closing date,
·
Key
people in the sales opportunity and their roles within the deal/company,
·
Key
sales-related dates and milestones
In most businesses a
sales opportunity will have several stages. For example prospecting,
qualification, quotation, negotiation and closed (won) or closed (lost). The
opportunity stages can be customized to match your company’s sales process. A
CRM system helps improve the efficiency of your Sales team as well as
relations with your customers during each phase by providing functions to
assist the Sales representative in performing suggested sales-related
activities and / or using suggested sales-related communication templates,
all of which can be predefined by your company's sales policy/process or
business model. Many of these can be automated by the CRM Administrator via
liaison with the Business Development/Sales Managers, thus structuring the
process further, helping to reduce ramp time and saving on Sales Admin time.
Here are a few examples of how you might use a CRM in your organisation:
Your Sales person
has just had an initial meeting with a new prospect – he/she can use the CRM
to send a polite ‘thank you’ email, stored in the CRM, which pulls all
relevant information and can be sent in one or two clicks as opposed to
thirty minutes of typing. Sales admin time is greatly reduced and your
customer receives a courteous and personalised follow up.
An large sales deal
has been quoted by one of your Sales team. The CRM can be customized to send
automated alerts to the Sales Manager to get involved as well as (for
example) an automatic notification with all relevant details to stock control
personnel to prepare for production.
Or, for example, if
an Opportunity is lost, the CRM system can automatically notify the Sales
person to enter details of why the deal was lost so your company builds up a
‘Lessons Learned’ database. These approaches are known as "Guided Sales
Methodology" and this is where companies benefit from working with a CRM
Administrator / Consultant to assist in making suggestion to improve their
business workflow by using the CRM tool.
Quotation and Sales Order Management
Once opportunities
reach a Quotation stage, they can be converted to a quotation and, if they
are set to the Closed Won stage, a Sales order. Most CRMs have standard
functionality which allow your Sales team to quickly and easily create
Quotation or Sales Order from an opportunity and this is then stored against
the sales deal for easy reference. Most CRMs, especially those such as
Salesforce.com can be integrated to ERP systems if required.
Activity Management
Activities are such
things as Sales calls, meetings, discussions, internal notes, emails).
Activity Management allows you to log all of your sales activities in one
centralised platform, helping you to build a 360 degree view of customer
communications. Most CRMs will allow you to synchronise these activities with
MS Outlook/Lotus Notes.
Customer Service
A CRM allows you to
effectively manage your company’s customer support capability. This too can
be customized to suit your business process and help you to provide what is
stated in your Warranty based services, thus avoiding SLA (Service Level
Agreement) non conformance issues. In addition, they can drastically reduce
your support team admin time by building a company knowledgebase which can be
used by the support team and even accessed by your customers in a ‘self
service portal’. CRMs usually include the following customer support
functionality:
·
SLA/Warranty
Management
·
Resource
Planning and Scheduling
·
Solution
Management - answers to Frequently Asked Questions (FAQs)
·
Call
Center Management
·
Collaborative
customer support resource management
A CRM solution can
substantially improve your business processes, provide visibility into
critical business intelligence and make your teams more efficient.
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