Organisational Process Strategic Level Identify where ressources are currently spent Identify where energy is best spent Set decisions in strategic KPI targets KPI follow up Strategic Level processes Division Management Level Set Division KPI Targets Operational action planning KPI follow up Tactical Level processes Sales force Set Personal KPI Targets Operational actions to fullfill KPI's Personal KPI follow up Operational level processes
Main Process Targeted salesvisit planning towards the "right" customers" Geographically targeted meeting planning Meeting Planning CRM Output Which customers represent the highest/easieat growth potential Which High Growth customers needs attention Personal Overview CRM inspiration key objectives Operational Perspective visulization example Operational Result Higher average order amount More sales visits (Less transportation cost) Strategic KPI: Sales Increase Process Illustration Requirements Whom are the high growth potential customers Which customers are in same region as planned meetings Input Input specification Customer potential and sales Customer country and zipcode Planned and completed Meetings Core Data Quality Planning
CRM is as such a question about treating your customers well - but at the same time about using the energy where it pays off - Claus Due, 2003 treating customers well using the energy where it pays off Daily usage of CRM systems CRM at strategic, tactical and operational levels CRM at strategic, tactical and operational levels: Customer segmentation Knowing where energy pays off ensuring that energy is spent where it pays off (Behaviour) CRMmatrix ® customer segmentation mindset CRM Definition statement Statement: "1/3 of our results comes from how we spend our ressources. 2/3 comes from where we spend our ressources"
Organisational Level Process Alignment Analysis & KPI follow up Priority visualisation Daily customer serviceEffect Plan Act Measure Evaluate
Performance target: Mapping of customer By using the KONTINEO CRMmatrix ® Statistik dimension a company have realized : 1) 23,8% of the income comes from 0,8% of the customers, that receive 4,6% of the sales visits. 2) 74,7 % of all sales visits is placed at customers that have a small growth potential and only 29,6% of the income. 3) If 3 average Gold Bubblers with 10% customer market share, is developed into Gold Sailors with 50% customer market share, then the sale to these customers will be 4th dubbled with a total increase value of euro 1) 2) Increase effort towards Gold Bubble The target is to increase sale by 120t euro by turning 3 Gold Bubbles into Gold Sailors A part of the sales resources is removed from the Bronze segment 3)
Performance target: Performance prioritize By using the KONTINEO CRMmatrix ® Visit dimension the same company has realized that a considerably amount of customers with a large growth potential has not been visited for a long time. All companies in the Gold segment has to be in the green field All customers in the Silver segment has to be in the green or yellow field Marketing generate sales oppornities that should be contacted 2) 3) 1) 2) 3) 1)
Direct action: From customer overview to action Everything that is underlined is a link to a Drill Down customer list A click in the Matrix leads to a drill down list Click on the customer and it will take you to the Contact card One click sends all to selection Transfer all on the list to a selection
Consequences: All employee immediately know the customer categoty that they are dealing with. Every day Customer Service By using KONTINEO CRMmatrix ® SAINT the placement of the customer will be shown grafically directly on the Contact card in SuperOffice ensuring priority aligned behaviour in all customer service functions. Action: Click on the customer card, and the employee can immediately see how to treat the customer Click Creat follow up and the system suggest an specific action.
Customer movement By using the KONTINEO CRMmatrix ® Customer Walk dimension a company has realized the following customer movements after a personal sales effort towards Gold- and Silver segment at the expence of the Bronze segment, where marketing was used. Movements: S: Sale last year T: Budget S: Budget T: forecast S: Sale last year T: Sale this year Result: Net + walks in Gold and Silver segments Net – walks in Bronze segment Marketing are screening good customers and leads in the Bronze segment
Performance target: Mapping of customer By using the KONTINEO CRMmatrix ® Statistics dimension the company periodically follows up on KPI targets as fixed items in meeting agendas at all levels. - Have operational/strategic targets been achieved? - Do we need to make corrective action planning? Increase effort towards Gold Bubble The target is to increase sale by 120t euro by turning 3 Gold Bubbles into Gold Sailors A part of the sales resources is removed from the Bronze segment
Pilotuser education Practical training in the use of CRMmatrix ® ½ day Guide for userorganisationen KONTINEO CRMmatrix ® implementation process Customer Perspective Business Analysis workshop Mindset and model Segmentation requirements Information requirements Succes criteria 1 day Initial technical preconditions analysis technical preconditions calarification Data accessibility clarification ½ day (Phone/Remote) CRMmatrix ® design document Describes initial matrix design Describes segmentation possibilities and information requirements 1 day Business Analysis report Configuration specification document Technical test project Data accessibility (customer) CRMmatrix ® configuration on production data in in test environment 2 days Integrations specifikations document Work process document Describes choosen processes Describes related information input and output requirements 1 day Business Analysis Report Configuration specification document Proces workshop Role and process identification Proces and role design related to the use of CRMmatrix ® 1 day Technical implementation for additional users Technical rollout User and role configuration 1 day Evaluation Evaluation of solution Evaluation of usage Adjustment Evaluation Decision ½ day Solution Safeguarding Technical Administrations documentation Administrator education 1 day UsersIT- responsibleManagement Technical implementation Data accessibility (customer) CRMmatrix ® konfiguration adjustment and implementation in production environment 2 days (SAINT + 1 day) Integrations specifikations document Kick Off and User training Mindset & Motivation Practical CRMmatrix ® training 1 day Guide for userorganisationen Internal projectmanager Project Management 2 days Duration time are estimates Customer involved roles