Driving Business Growth with Microsoft Dynamics CRM

Driving business growth with
Microsoft Dynamics CRM
Steven Foster
December 2011

Steven.foster@intergen.co.nz
@FozzyNZ
http://www.linkedin.com/in/stevefoster
http://nakedcrm.com
http://www.intergen.co.nz/blog

Driving Business Growth with Dynamics CRM

Agenda
 Introduction
 Driving Business Growth with CRM
 So why use Dynamics CRM to influence growth?
 Social Media, CRM and Business Growth
 Let’s see it in Action!
 Questions


Steven Foster: CRM Product Manager
 My role is to drive the Microsoft CRM
business, delivery and partner relationships
 People call me passionate about CRM and
even an evangelist!
 I have been working in the field of CRM for
over 13 years, implemented many CRM and
xRM solutions and have experience across a
broad range of CRM technologies, industries
and countries.


WE HAVE AN UNPARALLELED BREADTH OF OFFERINGS AND EXPERTISE
WE WORK ACROSS VIRTUALLY THE WHOLE MICROSOFT PRODUCT SET

WE LOWER THE RISK OF DEALING
WITH LEADING EDGE TECHNOLOGIES
BY:

 We’re specialists in  Using Microsoft beta technology
Microsoft technology release programmes to critically
 We’re the largest dedicated assess each technology at an early
provider of Microsoft-based stage
solutions in New Zealand  Actively participating in early
adopter programs, and
 Involving Microsoft in quality
assurance and advice

Driving Business Growth
with CRM


So what is CRM?
 CRM is a business strategy directed
to understand, anticipate and
respond to the needs of current and
potential customers in order to
grow the relationship value for both
the Customer and you as a Business

 It’s more than just a System implementation
 The CRM system is used to support the strategy and
enable the organisation to deliver greater customer
value


So what is CRM?
 A CRM system on its own is not going to deliver the
complete value that CRM might offer you as a Business

 But it is an integral part and
the choice is critical to
delivering on your CRM
strategy and Business
Growth


So what drives business growth?
Increasing
Sales Sales Force
Effectiveness /
Reducing Costs Efficiencies Customer
Satisfaction Effective Staff

Customer Service / Product innovation
Aftercare
Customer
Return Rate

Customer Intelligence

Effective Marketing
Campaigns
Measuring ROI of Company Personality
Marketing


Customer
Satisfaction Customer Return
Sales Force Rate
Effectiveness /
Efficiencies
Effective Staff

Customer Service /
Aftercare CRM
influences Reducing Costs

Effective Marketing
Campaigns
Customer Intelligence
Measuring ROI of
Marketing

Acquisitions/Mergers Market Influences

Competitor
Influences


What do most existing CRM solutions look
like?
 Outlook Contacts, Calendar and maybe Tasks
 Spread sheets to manage performance targets,
forecasts, pipelines, prospects, customers and
contacts
 Paper forms and reports
 Access via the corporate network
 Siloes of excellence
 Sales, Marketing and Customer Service silos
 Multiple instances of the potential and Customer data
 And the list goes on ….


So what should a CRM system look like?


Sales Automation
SALES MANAGER SALES REP / BDM

 I can measure my team’s  Simple to use, easy to extract
performance data
 I can focus on who needs my  One Calendar – my e-mail
attention calendar
 I can manage Account  Who knows who
Objectives  Access to relevant back office
 Simple to use information
 Easy to report on any variable  Easy to manage my
 Consistent Sales Methodology opportunities and my Customers
 Know my Competitors  Tells me how I am doing against
my Targets
 Access anywhere, any device
 Access anywhere, on my device


Marketing Automation
MARKETING MANAGER MARKETING ASSISTANT

 Measure ROI on Campaigns  Simple to use
 Easy accessible snapshot of  Easy to plan and action
planned and launched campaigns
campaigns  Easy to segment and
 Visibility of Social generate lists
interactions  Multiple channel
 Easy to segment and identify  Automated responses and
new potential segments automated marketing actions
 Email Marketing and Web  Dashboard of current activity
Analytics and performance
 Visibility across Sales – One  Common to use tools i.e.
Team Office


Service Automation
CUSTOMER SERVICE MANAGER CUSTOMER SERVICE REP
 Dashboard on performance  Simple to use
and Team effectiveness  Easy to manage my cases
 Easy to identify at risk cases and priority
 Provide tools to assist in  Easy to share and assign to
consistent service execution work collaboratively to close
across any channel a case
 Knowledge bases, Call  Visibility of information, easy
Scripts to access and manage
 Provide online / anywhere  Automated reminders
access
 Integrated channels
 One Team with Sales and
Marketing


Business Essence
 Ability to extend to deliver point of difference
 Easy to configure to add Business terminology
 Easy to configure to add Business logic
 Flexible to be applied in different working environments
 Delivered as a platform that enables future growth
within the organisation
 Can support integration with my many channels to
market and customer touch points
 Flexible deployment cloud or on premise or both


CRM is a driver for Business Growth
 But what about the stories, the nightmare
implementations? How should we combat that?

Training, Training, Identify Pain and
Training fix it

Give value back to Keep it Simple –
the users bare essentials

Focus on the User
Measure for Success Needs

So why choose Microsoft
CRM to influence Business
Growth?


Let’s look at a generic day in the life of an
organisation …
Sales

Services Based Organisation
Manager

Regional Sales Manager supports a team of Business
Business Development Managers Development

Customer Service Team manage support
enquiries Marketing
Assistant

Marketing drive events and leads

Customer
Service


It’s the start of the day I check my
Business
Development
targets and appointments


I open my first appointment Steel and
Business
Co. I review all relevant information in
Development
under 5 minutes


I see an open Case against my account.
Business
Development
I review the details and see Ben is
online so I give him a quick call Customer
Service


I use the appointment synchronised to
Business
Development
my phone to program my GPS


I review the team’s performance to see
Sales where I need to focus my energy
Manager


I see an activity update on the ERP
Sales Replacement opportunity and respond
Manager
with encouragement


I can review the performance of my
Marketing
recent marketing activity
Assistant


I see a new request for support. I action
Marketing
appropriately
Assistant


In a Snapshot …
 Simple, easy to use and a consistent user interface -
Outlook
 Information accessible via Outlook and my standard
Calendar CRM Increases efficiency, enables better
 Dashboards display what I need to drives greater
communication, and see, and add value to my
day to day tasks customer satisfaction
 Easy to collaborate across teams through a standard
=
channel
Business Growth
 Integrated to my teams standard tools – Office
 Flexibility in the way it is presented to my users – mobile,
outlook, or web
 Can be extended to support my Business Essence


Microsoft Dynamics CRM 2011 delivers The Power of Productivity through
familiar, intelligent and connected experiences for people inside and outside
an organisation

Industry Solutions –
Sales Productivity Customer Care Marketing Grants 360, Donation Custom Applications
Management

Core CRM Extended CRM
xRM Framework


FORRESTER -Medium

“Microsoft Dynamics
CRM shines by offering
flexibility for large and
midsized organisations.”
~ Bill Band

Social Media, CRM and
Business Growth
The term social media refers to the use of web-
based and mobile technologies to turn
communication into interactive dialogue.


Agenda
 What is Social Media and why does it matter?
 How does Social Media relate to your organisation?
 Microsoft Dynamics CRM, Social Media and Business
Growth


Image Courtesy of Espresso


But: It’s Just People
 People talk, just as they breath, eat and sleep
 People also listen

 An extension of the dinner table conversation
 Same rules
 Same behaviour


Social CRM
 Whether organisations like it or not, customers are
going to utilise social technologies to participate in
conversations, post thoughts and observations or
complain about your products and services
 You can choose to listen and engage customers
through these new channels or ignore them
 Conventional wisdom says that the former is the
preferred option


Public
Blogs
Private

Casual Professional


What can you get out of Social Media?
 Internal Activity Feeds
 Customer intelligence
+ Effort
 Reputation monitoring
 Lead generation
+ Risk
 Customer service
+ Reward
 Public relations
 Campaign management


OMG! A Mention!
 What do you do when your Social CRM Tool detects a
mention?


Tone
 Each network has its own tone
 Unwritten rules and expectations
 E.g. Twitter: don’t auto-tweet other feeds
 Don’t auto-DM new followers


Detecting Tone
 Lurk before wading in
 This means being engaged and online BEFORE an
event

 Example: BP Gulf oil spill PR
 Result: @BPGlobalPR


@BpGlobalPR


Viral Effect
 AKA “Network Effect”
 I tell 10 friends, who each tell 10 more.

 Inverse law: the harder you try, the less likely it will
happen.
 Due to bullshit detection?


Beware of the Streisand Effect


Reaction
 Don’t over react.
 What would you do if someone made an incorrect
statement at a dinner party?
 What if they were angry?
 What about if someone was obviously an idiot?


REACTION

http://www.wired.com/dangerroom/2009/01/usaf-blog-respo/

Dynamics CRM and Social
Media helps Business Growth


What can you get out of Social Media?
 Internal Activity Feeds
 Customer intelligence
 Reputation monitoring + Effort
 Lead generation + Risk
 Customer service + Reward
 Public relations + Business Growth
 Campaign management


What does it look like?
 Dashboards and Charts
 Account level profiling, information gathering
 Knowing your contacts, what are they talking about
 Campaign Event – Connecting to more than just your
known contacts
 Mobility
 Utilisng 3rd Party extensions – InsideView, Click
Dimensions


Click Dimensions – Know your Customer


Take Outs
 Business Growth can be influenced by CRM
 CRM is not just a system implementation but a strategy
to grow customer value
 It doesn't have to be difficult: start simple with the bare
essentials
 You can add a lot of value with some simple
configuration
 Expand your network with a connected approach

Questions

Steven.foster@intergen.co.nz
@FozzyNZ
http://www.linkedin.com/in/stevefoster
http://nakedcrm.com
http://www.intergen.co.nz/blog

Driving Business Growth with Microsoft Dynamics CRM

Driving Business Growth with Microsoft Dynamics CRM

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