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

2. 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

3. 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 or individual
SMS (short message service)
Social media integration (Facebook and Twitter)
Surveys

4. 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

5. 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.

6. 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 campaigns
Click through rates
Page views
Return on investment (ROI)

7. 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

8. Data management

9. Relationship building

10. Business Development

11. Sales funnel

12. 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

13. 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 campaigns:
Sent to identified group
Sent in a set sequence
Built in triggers on keywords or links to parallel campaigns

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

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

16. Functionality Feature Requirement Database
Form code, custom fields etc.
Communications
, 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

17. Data Capture
Lead Boxes

18. QR Codes for mobile

19. 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 address for notification
Exercise 3: Fields required

20. Data Analysis: Mapping

21. 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

22. Popular CRM Packages Package Unique selling point In Fusion soft
Very powerful 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, heavy, CRM light

24. Thank you for listening
Any Questions?
Steve Rees
Free trial