An overview of the pitfalls to avoid and some best practice implementation steps to take - ensuring you get ROI from whatever CRM system you invest in. HINT: The choice of Technology is JUST 20% of the CRITICAL SUCCESS FACTORS

1. CRM DISCUSSION –
“HOW TO BE IN THE 30%
THAT SUCCEED”
November 2013

2. Agenda







What are you hoping a CRM solution will deliver
for you ?
What can GA as a Business Consultant add to
creating the right solution for Ground Control?
What is CRM as opposed to a CRM system?
9 reasons why 70% of CRM projects fail
7 Key stages to a successful CRM
Implementation
What are the benefits created by CRM?
Suggested Next steps

3. What do you want a CRM solution to
deliver?

What key business objective(s) are you
looking for a CRM solution to support? :
 Increased
sales?
 Better Client retention
 Increased Marketing effectiveness
 Sales efficiency
 Others?

4. How can 3DM help in creating the right solution
for your needs?
 25
years of Sales and Marketing expertise
 CRM from a users experience.
 CSF:
People=50%, Process 30%, Technology
20%
 Database marketing / CRM since 1994
 Can
help develop BD processes where needed
 Software vendor neutral - helping you choose
the best solution, not the best sales pitch
 Facilitator/ Project Manager - create focus and
project momentum
 and lastly..

5. Used to making things happen in
an entrepreneurial organisation!

6. What is CRM?

CRM stands for Customer Relationship
Management, a term coined in the 1990’s to
describe how an organization could coordinate
all their interactions with all their customers, be
that interaction a telephone call, an email, a
letter or a purchase.

7. CRM Solution is more than technology
People
(50%)
Process
(30%)
Technology
(20%)
% Focus
needed for a
successful
CRM
implementation
(Source :ISM survey –
US)

8. 70% of CRM’s in Europe fail to meet their
objectives.
Source: Dunn and
Bradstreet

9. 7 Key stages to a successful CRM
Implementation
1.
Draw up a requirement definition document.
2.
Train your users – before the system is implemented!
3.
Establish a steering group.
4.
Seek out your new system
5.
Install and train.
6.
Load up key operational data.
7.
Go live

10. What are the benefits created by
CRM?
Better relations with your
existing customers, which can
lead to:
increased sales through
anticipating needs based on
historic trends
identifying needs more effectively
by understanding specific
customer requirements
cross-selling of other products by
highlighting and suggesting
alternatives or enhancements
identifying which of your customers
are profitable and which are not
Effect

11. What are the benefits created by
CRM?
Improving relations with
existing customers can help:
enhance customer satisfaction and
retention
increase value from your existing
customers and reduce costs
improve profitability by focusing on the
most profitable customers and dealing
with the unprofitable in more cost
effective ways
Effect

12. What are the benefits created by
CRM?
Finding new customers and expanding your market

13. Potential Next steps

Current state analysis – Objectives/strategy/plans/current
process /data etc


How would a CRM system support the BD teams
and/or company objectives
Facilitated workshop to draw up a requirement
definition document.




Incl Key stakeholder interviews (Telecon)
Establish a steering group
Research and create a short list of potential CRM
systems for you
Selection process for CRM system

14. Need some help or want to know
more?

Email : graham@3dragonmarketing.co.uk

Call me on: 0845 4 673 683

Tweet me: @Graham_3Dragons