Customer Relationship Management (CRM) An introduction and workshop Steve Rees 24th June 2016

Agenda Introduction: Steve Rees, Activate BD What is Customer Relationship Management (CRM) Why Use CRM? How CRM can help Function and Integration Data management process: Relationship building Business development The power of Automation Loading Data and data capture CRM options available

What is CRM? A ‘Relationship Management System’ Database of all customers, suppliers, staff. Segmented / Grouped / customise fields required Classify contacts by status, relationship, source, need etc Activity Management Diary for appointments Task management / delegation to other users Communication Bulk email or individual email SMS (short message service) Social media integration (Facebook and Twitter) Surveys

Why start with CRM? Two primary reasons people enquire about CRM They’re struggling: Disorganised and working off separate ‘lists’ Lost control of sales team, customers etc. Suffered a loss of data, theft, computer failure etc. They’re in a growth phase: They have a number of staff if different locations They want to improve customer experience Market orientated, people focused, relevant marketing. They want to leverage their data better: Send regular newsletters with offers and promotions Understand their customers better and use surveys

Why use CRM? Theory: Reality: Data is the Currency of Business / Organisation Every contact / member has a ‘Lifetime Value’ (Database: 400 spend £10 per month x 12 = £48K) Reality: We need to understand our customers and their expectations Customer communication and service is critical Collaboration between staff / partners is essential Continuity of a business procedures (absence) We always need to improve the profitability of business Retaining customers is the best way to do it.

How CRM can help Provide a ‘Dashboard’ of all critical matrix You can’t manage what you can’t measure: Staff accountability and performance: Telephone activity Conversion ratios: Calls to appointments, sales calls etc. Marketing performance: Online analytics: Open rates of email campaigns Click through rates Page views Return on investment (ROI)

Defining your specification: Budget: User based v activity based Functions: Pre-set and customisation Cloud v Hosted: Mobility, flexibility Integrations: Present and future Product support: Overseas or UK, Complete Exercise 1

Data management

Relationship building

Business Development

Sales funnel

Power of automation The power of ‘Now’: 24/7 economy: Businesses operate day and night (Gyms, shops, hospitals) The power of ‘Now’: people expect an instant response Enable simultaneous activity: Deal with multiple tasks at the same time Build in efficiency to your organisation Respond to the most important tasks first

Automation in action Trigger Auto Responder campaigns Repetition of tasks: Schedule follow-ups, tasks Enable downloads of white papers and e-books Trigger Auto Responder campaigns On completion of a web form Following scan of a QR Code Automatic email campaigns: Sent to identified group Sent in a set sequence Built in triggers on keywords or links to parallel campaigns

Web Forms Subscribers form new group in CRM Double opt in Unsubscribe at any time.

Using Auto-responders Step 1 Email one Create Lead Schedule call Step 2 Email two Schedule Call Step 3 Send postcard Follow up and book

Functionality Feature Requirement Database Form code, custom fields etc. Communications Email, Social Media, SMS User integration Multiple v single user Sales Tracking Pipeline, notes & history, reporting Notes and history User Based, contact based, documents Exercise 2

Data Capture Lead Boxes

QR Codes for mobile

Bulk loading data Your data must be in a .CSV file format Data split to columns with Header Load Organisation data first Use name in mapping field for ‘Company’ Then load contact data Select email address for notification Exercise 3: Fields required

Data Analysis: Mapping

CRM Platforms: Location Pros Cons Hosted: Better security Reduced access Richer experience Updates and fixes Cloud based: Very agile Requires internet connection Better support Potential security issues Easy integration (Api) Speed Remote working Can be clunky Regular upgrades Good support Access control

Popular CRM Packages Package Unique selling point In Fusion soft Very powerful email automation Sage CRM Excellent accounts integration, multiple options Sales Force Universal and excellent Sales Management InTouch CRM UK based and multi functional Activate CRM UK based, email heavy, CRM light

www.activatebd.co.uk

Thank you for listening Any Questions? Steve Rees 07957 598317 Free trial www.activatebd.co.uk/crm