Jisc RSC Eastern / Microsoft Briefing 19.03.14 How to achieve a successful CRM Implementation
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How to achieve a successful CRM Implementation
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Jisc RSC Eastern / Microsoft Briefing 19.03.14 How to achieve a successful CRM Implementation
- 2. Situation Statement Most colleges have implemented a CRM system Many are dissatisfied with the results Customer relationship is a key area It needs a viable business system to support it Interest in CRM remains high: Improve service levels Enhance customer experience Reduce operating costs by improving administrative efficiency
- 3. Agenda Why CRM systems have failed Summary/Q&A What does an effective CRM solution for FE look like
- 4. A business system which supports the processes involved in: MARKETING SALES CUSTOMER SERVICE � � What is CRM?
- 5. How does a college recruit customers MARKETING SALES CUSTOMER SERVICE - to its target audience & existing customers � � So what’s the problem?
- 6. SYSTEMS SUPPORT PROCESSES Why CRM systems have failed - 1 NEW SYSTEMS REPLACE EXISTING SYSTEMS CRM SYSTEM NOT MAPPED TO PROCESSES - USERS REVERT TO TOOLS X MARKETING & SALES - NO SYSTEM - PROCESSES - TOOLS �
- 7. Why CRM systems have failed - 2 SPECIFIC COLLEGE REQUIREMENT Microsoft Dynamics CRM - Generic CRM functionality “out-of-the-box” GENERIC CRM FUNCTIONALITY - Modules for Marketing, Sales & Service - Records & Activities - Reporting & Analytics - Process Automation - MS Office integration 60% SECTOR-SPECIFIC FUNCTIONALITY - Courses not products - Multiple contact types – students, commercial - Employer-Learner relationship - Vacancy matching COLLEGE-SPECIFIC FUNCTIONALITY - New records & data fields - Workflow rules & automated processes - Integration to other systems Degree of Fit GENERIC CRM SYSTEM
- 8. Quote – College MI Director There are 2 problems with CRM: The first is that, despite all the great functionality provided, it is difficult for management and staff to see how the product can help them straight out-of-the-box.
- 10. What does a successful CRM solution look like SPECIFIC COLLEGE REQUIREMENT GENERIC CRM FUNCTIONALITY - Modules for Marketing, Sales & Service - Records & Activities - Reporting & Analytics - Process Automation - MS Office integration 60% SECTOR-SPECIFIC FUNCTIONALITY - Multiple contact types - Employer-Learner relationship - Courses not products - Vacancy matching COLLEGE-SPECIFIC FUNCTIONALITY - New records & data fields - Workflow rules & automated processes - Integration to other systems Degree of Fit GENERIC CRM SYSTEM - Full development environment:- - Configuration - Customisation - Development Microsoft Dynamics CRM - Generic CRM functionality “out-of-the-box”
- 11. CRM Deployment Option GENERIC SYSTEM Microsoft Dynamics CRM SOLUTION REQUIREMENT Support College-wide objectives and business process specifics – Different for each College IMPLEMENTATION Business Process Definition Configuration Customisation Development System Integration Data Migration Staff Training
- 12. Quote – College MI Director There are 2 problems with CRM: The second is that to configure the out-of-the-box functionality to the point where it is useful and relevant takes an awful lot of internal resource (and this is already committed to more mission-critical systems) or requires external consultancy which can be prohibitively expensive.
- 13. User Operational Support Successful solution model COLLEGE REQUIREMENT Microsoft Dynamics CRM - Generic CRM functionality “out-of-the-box” GENERIC CRM FUNCTIONALITY - Modules for Marketing, Sales & Service - Records & Activities - Reporting & Analytics - Process Automation - MS Office integration SECTOR-SPECIFIC FUNCTIONALITY - Multiple contact types - Employer-Learner relationship - Courses not products - Vacancy matching COLLEGE-SPECIFIC FUNCTIONALITY - New records & data fields - Workflow rules & automated processes - Integration to other systems Degree of Fit CRIMSON SOLUTION 60% Crimson Accelerators - Append & Extend Dynamics CRM - Sector & application-specific functionality +25%=85%
- 15. Crimson Helpdesk Support Service - Microsoft Dynamics CRM - Crimson Accelerators User Operational Support Successful solution model COLLEGE REQUIREMENT Microsoft Dynamics CRM - Generic CRM functionality “out-of-the-box” GENERIC CRM FUNCTIONALITY - Application Modules - Records & Activities - Reporting & Analytics - Process Automation SECTOR-SPECIFIC FUNCTIONALITY - Multiple contact types - Employer-Learner relationship - Courses not products - Vacancy matching COLLEGE-SPECIFIC FUNCTIONALITY - New records & data fields - Workflow rules & automated processes - Integration to other systems Degree of Fit CRIMSON SOLUTION 60% Crimson Accelerators - Append & Extend Dynamics CRM - Sector & application-specific functionality +25%=85% Crimson Fusion Implementation - Design & Build methodology - Customisation/ Development +15%=100%
- 16. Implementation Approach System functionality must support business processes
- 17. Summary CRM system failures: No mapping of functionality to processes Poor fit between specific requirements & generic solution Successful solution: Generic functionality Sector-specific functionality College-specific functionality Supports business processes What constitutes Business Engagement in FE: Q & A
Notes de l'éditeur
- It is always difficult to know where to start as people come to these things with different experience and expectation. I always like to start with a Situation Statement which gives us a common starting point – puts us on the same page if you like.
- Most colleges have implemented a CRM system2. Many are dissatisfied with the results3. And yet there is still much interest in CRM – Colleges need to: - Improve service levels - Enhance the customer experience - Reduce operating costs by improving administrative efficiency4. Customer relationship is a key area for colleges5. It needs a viable business system to support it
- Our agenda will cover these 2 areas:Why have CRM systems failed? – 10 minsWhat does an effective CRM solution for FE look like? – 15 minsAnd to close a Summary & Q & A session – 5 mins
- CRM is a business system which supports the processes involved in Marketing, Sales & Customer Service.
- It adopts Marketing, Sales and Customer Service activities to its target audience and existing customers. So, there would appear to be a good fit between the requirement and the system and at a superficial level there is. So what’s the problem?
- Systems must support business processes for them to be effective. A Finance system supports financial processes, a student system student management processes and a CRM system Marketing & Sales processes.When new systems are installed, they tend very largely to replace existing systems with little business process re-engineering. The problem with CRM is that when this was first installed in a college there was no existing system for marketing & sales, just processes and business tools which staff used. When CRM was not mapped to business processes staff saw no benefit in using it and simply reverted to the tools they previously used.
- The devil as always is in the detail, because an FE college has 3 parts to its CRM requirement:-Generic CRM functionality – standard CRM featuresSector-specific functionality – features which all colleges will require because of the nature of their business modelCollege-specific functionality – things each college will want to do differently.A generic CRM solution, such as Microsoft Dynamics CRM will only provide the generic functionality and this will only equate to about 60% of the overall requirement. A partial solution will only ever achieve partial user adoption and this has been the fundamental problem with most existing implementations.
- This gives rise to the following criticism summed up in this actual quote.
- The best way to illustrate this is with a software example.
- If we repeat the slide we looked at earlier, the problem was that a generic CRM system did not provide enough of the essential functionality for the FE model. Fortunately, Microsoft Dynamics CRM is also a full development environment allowing configuration, customisation and even software development.
- One way to achieve this is to use Microsoft Dynamics CRM only and configure this to match the college requirement. This would involve the largest amount of implementation customisation.
- But this quickly raises the second criticism, which is that internal resource is not available and that external resource is expensive.
- So our solution is to fill this functional gap partly by our Accelerators, which provide the sector-specific requirements that we know all colleges will want.
- The final college-specific requirements can only be delivered during the implementation process by means of highly specific customisations and possibly development. And we offer operational support on the whole solution.
- Our implementation methodology, Crimson Fusion, is designed to deliver this final college-specific functionality, but is also essential because this is where the all-important mapping of functionality to business processes is achieved and this is key to user adoption.
- To close let’s recap what we have covered today.We confronted the fact that many CRM implementations haven’t lived up to expectations and examined why.And finally we looked at the preferred way of delivering this requirement with the combination of generic, sector-specific and college-specific functionality.