This presentation makes the business case for introducing a Customer Relationship Management system into a small or mid-sized firm. Feel free to modify it to fit the needs of the particular situation that you are experiencing in your organization. This presentaion can be used as part of a communications strategy that is needed when introducing CRM into an organization; it explains the 'why', 'what' and some of the 'how' of CRM.
Business-Case-Template for the introduction of CRM
1.
Business Case Template for
Customer Relationship
Management
Robert Gilfoyle
www.useradoptionsolutions.com
2. Things Are Changing Fast…
We all want & expect more quality and service for
our $; if we don’t get it we look for alternatives
We buy differently now – internet + Social Media
+ crowd sourced reviews on sites like Yelp
We expect organizations we buy from to be up to
date with technology; e–commerce, etc.
The markets we operate in are changing fast and
so are our competitors…
4. (List the top two organization customer related
challenges/problems here; for example…)
Customer information is in different databases within
the organization – we don’t have a clear picture of an
individual customer’s preferences or history with us
We’re not good at collecting and analyzing overall
customer data – we can’t spot emerging customer
trends and new product opportunities
We are losing customers in a few key markets; we’re
having problems retaining them.
Currently They Include…
5.
6. The Cost…
If we don’t address these problems we…
Will miss opportunities to provide our customers
with new products that they would value and buy
Can’t do focused customer campaigns
Are in danger of slowly losing market share
Won’t grow as fast as we could
Won’t be as successful as we could be – none of
us wants that!
7. Alternately We Could…
Become much more focused on understanding
our customer’s needs and wants through
collecting relevant data, so we can do a better
job of meeting them
Offer a more personalized and better level of
service to our customers to keep them coming
back
Provide our sales professionals with the sales
tools and technology they need to become even
more successful.
8.
9. Benefits Include…
Higher customer satisfaction levels and better
customer retention – a 5% improvement in retention
rates will typically yield a 25% increase in gross profit
Better career development opportunities for our sales
professionals and others within the organization – new
and marketable skills that will serve them well in the
future
A stronger and more successful business
11. Customer Relationship Management
Customer relationship management (CRM)
Is a system for managing a company's interactions
with current and future customers.
Involves using technology to organize, automate
and synchronize sales, marketing, customer service
and technical support.
Let me demonstrate…
Notes de l'éditeur
Context and background: The context for the problem or issue. For example, significant trends such as increasing consumer expectations about the quality of service, or the way in which technology is impacting the business. This is where you talk about the factors driving the need for change.
Current/Destabilized State: Something about the existing situation that is making the organization’s continued success difficult. The destabilizing condition could be tangible – rising costs or declining market share, etc. It could also be intangible – something people don’t realize yet, for example a new technology that is going to be disruptive in the market the company operates in, or something the audience for the business case is aware of but may not realize is a problem.
Focus on describing the specific problem that the change is designed to solve.
Cost: The practical, negative effects of the current state i.e. the consequences of the problem. If you’re providing poor service, then you’re losing clients. If your market share is declining, then you’re not maximizing profitability. If the audience incorrectly understands the current situation, then that misunderstanding blinds them to opportunity to change things for the better.
Future State: The new, rectified situation that can be envisioned and achieved – if only a solution could be found. For example, if the problem is that the business is losing customers to the competition, the future state could be described as one in which customers were so satisfied with the value and service they receive that they would not only remain loyal to the firm, but also write glowing testimonials on web sites such as Yelp.
Benefits: The practical, positive effects that would follow once the solution is implemented: additional sales, customer satisfaction ratings improved significantly and greater annual sales etc.
“If we could improve customer loyalty levels significantly and get more referral business, it would reduce our marketing costs and increase our revenues and profitability; it would also mean that we would save a lot of time that we currently spend on trying to find new customers”.
Promise of Solution: And the answer is… a very brief-statement of the change initiative that will solve the problem, achieve the benefits and enable the more desirable future state to be reached.
“In order to gain the benefits available to us all from improving customer loyalty, we will be introducing a new customer care program…let me describe it to you…”.