What is CRM? BP Name Here 1.

What is CRM? BP Name Here 1

Agenda What is CRM? Common business issues faced by companies today How CRM can help What CRM brings to the business Evolution of CRM Business value of CRM What CRM means to you as the user About Sage CRM Customers benefiting from CRM

What is CRM? CRM is a business strategy designed to optimise profitability, revenue, and customer satisfaction CRM = Customer Relationship Management Gartner defines CRM as a business strategy designed to optimise profitability, revenue, and customer satisfaction CRM brings together lots of pieces of information about customers, prospects and buying trends so you can: sell and market your products and services more effectively increase customer loyalty drive competitive advantage In its most basic form, CRM consists of: Helping a company to identify and target their best customers, manage marketing campaigns with clear goals and objectives and generate quality leads for the sales team Assisting the organisation to improve telesales, account and sales management by optimising information shared by multiple employees and streamlining existing processes Allowing the formation of individualised relationships with customers, with the aim of improving customer satisfaction and maximising profits, as well as identifying the most profitable customers and providing them the highest level of service Providing employees with the information and processes necessary to know their customers, understand their needs and effectively build relationships between the company, its customer base and distribution partners Even if you are a small business, CRM can benefit your business – you may want all your customer and prospect information in one place, so anyone can access it and see how that customer is going at any time; you may want a way to effectively measure the money you are spending on marketing campaigns by tracking leads to orders; you may want to be able to track your tradeshow or website leads more effectively than via the various Excel spreadsheets you may currently use; you may want a way to see at-a-glance how the sales team are doing or how the business is performing; you may want a way to let customers service their own needs through a secure web portal so you don’t need to hire more customer service staff. There are many ways having a CRM strategy and a CRM system can help you sell and market your products and services more effectively, increase customer loyalty and drive competitive advantage, no matter how big or small your company is. 3

Common Business Issues Faced by Companies Today
“I need a quick and easy way for me to see how the business is performing at any given time” “I want to maximise the productivity of all my employees” BUSINESS OWNER SALES MANAGER “I need to be able to calculate the cost per lead easily and accurately” “Marketing campaigns are difficult to manage and leads can go missing” MARKETING MANAGER “I need to know what the sales pipeline looks like quickly and easily” “It take me ages to roll up all the reps’ forecasts into a team forecast for my boss” Common business issues affect all areas of the business whether sales, the business owner, marketing, customer service or the back office. Daily challenges such as forecasting and pipeline management, marketing campaign management and the provision of customer service present a myriad of problems for individuals across the business from sales and marketing to business owners themselves. Yet, with technology such as CRM, organisations are able to manage their customer information in a single, easy-to-use solution that if integrated into existing financial systems, provides users with a single version of the truth. This means that all users whether marketing, sales, customer service or back-office, can manage their customers in a more holistic way, be more productive, and drive the business forward more successfully. Above are just a few examples of the issues that face businesses but the central challenge is the ability to access relevant and meaningful information on customers and business insight in an easy-to-use system. That is why CRM is so valuable to a business. SALES EXECUTIVE “We don’t have an up to date log of all communications with customers” “Our processes are not automated so customer issues sometimes fall through the cracks” “Sales forecasts are difficult to create and time-consuming” “I sometimes spend my whole morning trying to figure out who I’m meant to follow-up with and when” CUSTOMER SERVICE BACK OFFICE “I want to have access to the same customer information the front office has so I understand any customer issues when I am chasing payments” “I don’t want to be wasting time re-entering the same information into multiple places”

Why Do Companies Experience These Difficulties?
CRM can help address these issues by bringing all elements together Outlook Marketing Remote Workers Finance Sales CRM Many companies have information stored in disparate data sources and are unable to bring them together in a holistic way. By keeping data in silos - as many SMBs do as their businesses grow - users are unable to get a unified picture of the business. This presents difficulties for all types of users but in particular managers that are unable to get a view of their entire business because information is spread across organisation. Therefore, SMBs should look to bring these data sources together through technology like CRM. Using CRM allows these data sources to be brought into a single system to provide all users with access to all relevant information. In turn this allows managers and business owners to get a much more holistic view of their business across marketing, finance, customer services or sales. User Customer information is typically held in disparate locations right across the company – leading to a myriad of problems

Sales force automation
Evolution of CRM Sales force automation Rolodex Outlook CRM Where has CRM come from? CRM started with a simple, contact management in the form of Rolodex. With the advent of MS Outlook and the evolution of contact management systems, sales reps were able to better manage their contacts and customer information but soon wanted more. Sales Force Automation enabled sales teams to manage leads and opportunities better, to track their progress against targets and to create forecasts more easily. Sales Force Automation extended beyond the Sales Dept with Marketing automation for the Marketing team (to improve lead management and enable the calculation of cost per lead and marketing RoI) and Customer Service and Support automation for the Customer Service dept. (to improve customer satisfaction, monitor SLAs and reduce customer support costs). Before long, SFA had evolved into CRM. Full Suite CRM combines sales, marketing and customer service automation to provide a complete view of the business. Initially the domain of the larger enterprises, Sage, as leader in business management software for the SMB, pioneered CRM for SMBs and today offers a choice of CRM solutions to meet every and all SMB needs. CRM has continued to evolve from an internal system to an external system that can be extended outside the organisation to suppliers, partners and customers. The growth in the web and self-service sites for customers has driven online customer collaboration, and leading CRM systems such as Sage CRM enable third parties to service their own information needs and requirements (e.g. order or delivery status) via secure self-service portals. By integrating with existing back office systems, Sage CRM can provide a complete view of the business across front and back office, providing better business insight and management. Extended enterprise collaboration

CRM Provides Insight Sales Marketing CRM Customers Distribution Finance Insight CRM provides organisations with insight into all areas of the business whether sales, marketing, or customer service. CRM with ERP integration delivers added value with insight into back-office data held in distribution and finance. By capturing customer data in a CRM system, all users have access to the same critical customer information to gain insight to drive the business forward, automate business processes, reduce staff admin, and improve customer loyalty and lifetime value. By taking advantage of easy-to-use graphical interfaces, users have access to information that provides a picture of the business, sales, marketing or customer service operations, or at an even more granular level each sales opportunity, service issue or marketing campaign. Furthermore, CRM helps sales and marketing segment and identify customers to target. Through easy to produce and read reports, CRM helps all users run reports for immediate insight into business performance, while graphical tools enable users to assimilate information at a glance. Dashboards deliver relevant information straight to the user, so they can keep track of critical to-do’s, sales opportunities, call logs, campaign metrics or whatever data is most relevant ton them. Customer Service CRM delivers insight into customer information across multiple departments – for a holistic view of the customer 7 7

CRM Improves Productivity
Outlook Finance Sales Distribution Customer Service Marketing Productivity CRM helps automate many previous manual and time consuming tasks freeing up staff to focus on the job in hand. Moreover, by streamlining processes, businesses reduce the risk of duplication of time and data and make updating information faster and more efficient. Furthermore, with staff in and out of the office and the widespread use of the internet and mobile devices, CRM can be made accessible anytime, anywhere so time is maximised, information is made available and business can be more productive. A good CRM system will integrate with MS Outlook, the main and calendar application for many users today, to drive productivity by all users across the organisation. CRM should also enable mobile laptop and device access for employees on the road, thus ensuring maximum productivity as remote workers can access and update the system on the move. This is further optimised if CRM is integrated into ERP. By doing this, staff dealing with customers can provide a better customer service, offer up-to-date information, provide competitive pricing, provide clear timeframes for delivery – ensuring customer service is high. By being more productive, SMBs will provide outstanding customer service thereby ensuring better loyalty and retention rates but also increased likelihood of winning deals. CRM that integrates with MS Outlook and delivers employees on the road with always-available access to critical customer data ensures maximum productivity 8 8 8

CRM Facilitates Collaboration
Internal External Sales Marketing Support Finance Customers & Partners CRM Collaboration Using a single CRM system across the business enables all parts of the organisation to have a complete view of every customer. Sales and marketing can build campaigns to target specific customers and customer service staff can pull up the most up-to-date information on customers. Web self-service capabilities can make CRM accessible to partners, suppliers and customers to create a collaborative environment where third parties can access critical information and service their own needs (be it updated delivery status, reprinting invoices, reordering brochures or tracking a support request) at their convenience. This enables collaboration across the extended enterprise of front office, back office, customers and partners – everyone who touches the customer in some shape or form. By sharing certain information with external users in a secure and controlled manner, they can make decisions that can have a positive impact on all businesses, as well as – most importantly – the customer. Customers can keep up to date with their order online and suppliers can improve their own forecasting. Collaboration fosters greater customer retention and loyalty with the old adage that it is six times more expensive to gain new customers than retain existing customers - so CRM pays for itself quickly. Web self-service CRM facilitates internal and external collaboration for maximum customer satisfaction 9 9

CRM Delivers Competitive Advantage
Departmental Collaboration Departmental Customer Insight Departmental Productivity & Efficiency Multiple views of the customer One dimensional insight Disparate Systems Single view of the customer Extended Enterprise Collaboration 360 degree Customer Insight Org-wide Productivity & Efficiency 3600 insight COMPETITIVE ADVANTAGE Competitive Advantage The problem with disparate systems is they deliver a one-dimensional or siloed view of data. When multiple front office and back office departments are all working off different systems, multiple views of the customer can exist that don’t offer a true holistic view. A truly integrated CRM system that stretches across front office and back office functions, enables extended enterprise collaboration, delivers a 360 degree view of the customer and enables organisation-wide productivity and efficiency – delivering a single version of the truth and driving competitive advantage for the business. When CRM is deployed, it can deliver a real competitive advantage. Whether it is gaining insights into buying trends and customer segmentation, making more productive marketing campaigns and customer service, or sharing information across the business or with partners, suppliers and customers, users of CRM can gain competitive advantage. A recent Gartner study found that 40 per cent of respondents use CRM to gain a competitive advantage, while another large proportion use it to gain parity in a tough and crowded marketplace. CRM CRM delivers a single view of the customer for better customer relationship management, delivering real competitive advantage 10 10 10

What CRM Can Do for You the User
BUSINESS OWNER SALES MANAGER MARKETING MANAGER SALES EXECUTIVE CRM brings together all the business areas and users within a business – sales, business owners, marketing, customer service and back-office – together in a single system. By providing users with a single system to analyse and review customer information all users are able to easily understand each customer. Consequently, all business areas can be more productive and collaborative, as well as provide insights into each customer to help the front office and the back office make better decisions. Moreover, it helps the business owner get a view into the overall performance of the business and to help make strategic decisions. CUSTOMER SERVICE BACK OFFICE 11 11 11

Challenges for the Sales Executive
Tracking opportunities Identifying the best opportunities to focus on Identifying cross-sell and up-sell opportunities Forecasting accurately Knowing every day what sales opportunities to focus on Reporting on the pipeline efficiently Understanding where opportunities are in the pipeline Having visibility on customer interaction across multiple departments Generating quotes and orders Avoiding inputting the same data into multiple systems Above are some of the most common challenges that face sales reps or executives. Their priorities lie in closing sales opportunities and therefore the largest frustrations revolve around identifying and understanding the opportunities to focus on. Moreover, given the pressures they face, they are also eager to make the most of the time they have to close deals and speak to customers/prospects. Updating systems more often than not means it is often left to the last minute, ignored, done poorly or results in multiple data entry. Generating quotes, orders and forecasts are often time-consuming and painful – but need to be turned around quickly and easily.

How CRM Helps the Sales Executive
Dashboards deliver a unified view of all key sales information Real-time pipeline management ensures focussed sales activity Forecasts can be prepared and submitted in minutes Increases visibility on customer interaction across departments Reduces time spent on administration thereby increasing productivity Automates quotation generation Leverages financial information from the back-office system for accurate pricing, quotes and orders Empowers sales staff to sell more effectively Enables sales staff to focus on the most important sales opportunities How CRM helps the Sales Executive/Rep: Increases visibility on customer interaction across departments Automates proposal and quotation processes Eliminates manual/duplicated sales processes Enables more effective collaboration with other sales executives and sales management Optimises focus on high-potential opportunities Leverages market and competitive intelligence to improve win rates Reduces time spent in the office (more time on sales calls) on sales administration Enables data entry to be done once only Reduces the amount of time spent forecasting Leverages financial information from the back-office system through ERP integration Sales Force Automation What - CRM enables easy access to and management of all current and historical account details, activities and opportunities and automatically distributes leads to sales reps so they know what to follow up with by when. Point-and-click reporting and graphs offer sales teams access to real-time data for on-the-spot pipeline analysis and evaluation. ERP integration adds – Sales staff have access ERP-powered functionality such as accurate pricing for quotes and orders, fulfilment data, and complex pricing rules and discounts normally held in the back office system only. Financial and non-financial information is held in the one place for a 360 degree of the customer. Why - Allows sales teams to effectively manage, forecast and report on all phases of the sales cycle; gives sales staff a true 360 degree view of the customer across front and back office systems for better account management. From Sage CRM 13

Challenges for the Sales Manager
Identifying the biggest opportunities Unearthing hidden opportunities Tracking sales across territories and reps Creating team and individual forecasts quickly and easily Tracking and measuring sales representative performance Developing a more effective sales team Having instant access to up-to-date sales data and communications history Access to real-time figures on sales performance and pipeline Minimising sales administration and maximising sales staff productivity Sales managers are tasked with controlling and overseeing the sales team within the organisation and are constantly seeking ways to make their teams more productive and efficient. They need instant access to and analysis of the pipeline and sales opportunities so they can analyse the data and make decisions that will help their teams meet their goals. Without having up-to-date information and views into the sales pipeline, sales managers are effectively managing in the dark. They need information to identify key opportunities and direct resources to close those opportunities. They need to be able to roll up individual forecasts quickly and easily, something that is often time-consuming and painful to do.

How CRM Helps the Sales Manager
Dashboards deliver sales management a unified view of all key sales information Improves transparency in the sales pipeline Real-time pipeline management ensures focussed sales activity Enables quick and easy team forecast generation and improves sales forecast accuracy Enables regular sales performance monitoring Reduces opportunity slippage Optimises sales resources against high-potential opportunities Maximises cross and up-sell opportunities Empowers sales staff to sell more effectively Enables sales staff to focus on the most important sales opportunities Minimises sales administration and maximises sales staff productivity How CRM helps the Sales Manager: Improves sales forecast accuracy Optimises sales resources against high-potential opportunities Improves visibility on key performance metrics Delivers more effective coaching and mentoring Improves visibility of sales performance Leads to improved qualification techniques Leads to reduced cost-per-sale Reduces end-of-period opportunity slippage Enables adoption of best-practice opportunity management Facilitates “lessons learnt” analysis Sales Force Automation What - CRM enables easy access to and management of all current and historical account details, activities and opportunities and automatically distributes leads to sales reps so they know what to follow up with by when. Point-and-click reporting and graphs offer sales managers access to real-time data for on-the-spot pipeline analysis and evaluation. Sales dashboards deliver sales managers with instant visibility of sales performance, status of key opportunities and the overall health of the pipeline. ERP integration adds – Sales staff have access ERP-powered functionality such as accurate pricing for quotes and orders, fulfilment data, and complex pricing rules and discounts normally held in the back office system only. Financial and non-financial information is held in the one place for a 360 degree of the customer. Why - Allows sales teams to effectively manage, forecast and report on all phases of the sales cycle; gives sales staff a true 360 degree view of the customer across front and back office systems for better account management. From Sage CRM 15 15

Challenges for the Business Owner
Extracting more value out of the business Having insight and reports into business performance Identifying the top customers by revenue and profitability Having complete visibility of customers, pipeline and margins Analysing sales performance across multiple criteria Moving from overview forecast data to detailed underlying information with ease Combining actual campaign results with actual campaign costs to quantify marketing performance Having a complete view of business performance across front and back office Strategic planning – planning for the future One of the biggest fears for a business owner is not being able to know what is going on in their business. Yet, many business owners of SMBs do not have complete visibility especially if the organisation is growing quickly. Many business owners have the core disciplines – sales, marketing etc – but they fail to bring them together in a single system. In doing so they spend so much time trying to find information that the ability to analyse the data and make decisions is slowed down. SMBs need to move quickly – their flexibility is their advantage over large organisations – but many are unable to move fast enough due to having to piece together the data rather than having access to a unified view of how the business is performing so that they can make well-informed decisions today as well as strategically plan for tomorrow.

How CRM Helps the Business Owner
Reports provide instant insight into business performance across multiple criteria Delivers the ability to “sanity check” forecast data with full drill-down to underlying details Enables easy insight into revenue/budget variance Enables real-time corporate performance management/insight at-a-glance through dashboards Improves responsiveness to critical business issues Improves sales forecast accuracy and pipeline management Marketing budget and return-on-investment can be monitored in real-time Drives revenue business efficiency and performance leading to increased revenue growth and profitability Leverages financial information from the front and back-office for a complete view of the business CRM is also not just a departmental level application, but also can provide complete snapshots of all areas of the business so that business owners can track all front office and, through integration, back office activity. Below are some examples of how CRM can help Business Owners/MDs/CEOs: Sales – Business owners can configure their CRM tool to provide snapshots of the sales opportunities, pipeline, forecasting, margins and profitability of sales. This snapshot can be delivered through interactive charts for deeper analysis, but also issued in reports. In terms of key opportunities, these can be flagged so the business owner can get involved/provide advice in order to close opportunities. Consequently, CRM can help increase customer acquisition rates, improve sales conversion rates and reduce customer attrition rates. Marketing – Like sales, business owners can keep track on the stage or performance of marketing campaigns. This enables them to liaise with the marketing people on queries they have or if additional support is needed to ensure it is successful. Customer service – Keeping track on SLAs is critical to ensuring customer loyalty and that customers receive a good service. For after-sales support business owners can keep track of queries and if trends appear take appropriate action. Operations management – For business owners responsible for all operations, CRM provides visibility into the performance of the business, sales opportunities, forecasts, trends, customer insights, customer service levels, SLAs and marketing campaigns. This enables them to get a handle on all aspects of the business in a simple, easy to use tool. In particular, it can allow business owners to respond to issues quickly before they escalate. From Sage CRM 17

Challenges for the Marketing Manager
Segmenting customers Defining highly targeted marketing lists across multiple criteria Tracking marketing campaign performance against targets and budget Managing and re-deploying marketing campaigns quickly and efficiently Identifying success rates at-a-glance Identifying and targeting strong leads Measuring cost-per-lead and marketing ROI Marketing managers are primarily focused on lead generation, opening up new markets and deploying effective and well targeted campaigns to create opportunities. To do this, they need speeding access to all customer data and the ability to analyse it. Few marketing managers have the tools in place to do so quickly and effectively. Indeed, many marketing managers to do not have the ability to track campaigns against budgets or performance, success rates or cost-per-lead. Marketing managers want to be able to quickly and easily deploy, manage and track campaigns and easily measure marketing ROI.

How CRM Helps the Marketing Manager
Empowers marketing staff to plan and execute highly effective campaigns Enables highly targeted customer communications Results in decreased cost-per-lead through automation Delivers insight into the lifetime value of customers Enables close alignment with the sales department and other key stakeholders Enables market segmentation based on financial data from the back office Enables marketing staff to target the right companies at the right time Helps eliminate guesswork and optimise marketing resources Delivers full campaign planning encompassing above-the-line and below-the-line activities as well as costs Combines actual campaign results with actual campaign costs to calculate the real return on marketing investment CRM is not just a tool for sales, it has benefits for all departments including marketing. For marketing, CRM can improve the targeting, tracking, execution and reporting of all campaigns to maximise time, resources and budgets to generate the most successful lead generation possible. How CRM helps the Marketing Manager: Reduces marketing administrative overhead Enables marketing programmes to be planned more efficiently and effectively Improves marketing campaign response rate Produces highly targeted customer communications Enables fully integrated, multi-channel marketing initiatives Enables automated response tracking Leads to decreased cost per lead Leads to decreased cost per customer acquired Reduces marketing campaign lead times Delivers detailed information on the lifetime value of customers Enables real-time marketing performance analysis Optimises marketing spend Enables tracking of variance against targets Enables close alignment with the sales department and other key stakeholders Provides improved intelligence to marketing on lead generation activities Enables accurate measurement of marketing campaign ROI Marketing Automation What - CRM enables scheduling and tracking of marketing activities within a campaign and makes every detail of each campaign visible, providing a single source of customer information which eliminates guesswork and ensures that marketing resources are optimised. ERP integration adds – Marketing staff have the ability to create campaigns based on financial profiles, order information, and purchase history, while marketing managers can generate accurate RoI calculations for better marketing measurement. Why - Improves marketing campaign management and decision making; enables easy and accurate measurement of marketing ROI. From Sage CRM 19

Challenges for the Customer Service Manager
Easily tracking SLAs Measuring and improving team performance and productivity Making customer support cost-efficient Resolving customer issues quickly Easily identify critical customer issues requiring urgent attention Increasing customer satisfaction and retention rates Monitoring customer service performance in real time Reducing the amount of time spent on customer service administration Knowledge and information sharing across teams Ensuring no customer issues ‘fall through the cracks’ Successfully cross and up-selling during calls The major challenges facing customer service managers are ensuring that SLAs are met and customer service levels are maintained. Unless they have clear metrics and the ability to track against SLAs then the quality of service is hard to quantify. Moreover, customer service personal often have an opportunity to up sell or cross sell products based on buying habits and customer history records but unless this information is easily accessible then customer service personal are unable to meet the demands of customers. In addition, this experience from the customer can be frustrating having a knock-on to future sales opportunities. Finally, without data on customer service, managers are unable to spot trends in calls and rectify them before they become bigger than necessary.

How CRM Helps the Customer Service Manager
Helps reduce the amount of time spent on customer service administration thereby increasing the productivity of customer support representatives Monitors service performance against SLAs Extends customer service through 24x7 web self-service options Enables customer service staff to leverage the knowledge of colleagues through a centralised knowledge base Delivers a 360 degree view of customer information across front and back office systems for easier issue resolution and improved cross-selling opportunities Workflow automatically manages case allocation, progression and escalation; improving response times and ensuring no one ‘falls through the cracks’ Enables customer satisfaction measurement and benchmarking Dashboards deliver a unified view of all key customer service performance information in real time CRM provides customer service teams with enhanced customer visibility, extensive workflow automation and centrally accessed support knowledge. This helps them to manage their customer service function effectively and efficiently while also enhancing customer service delivery. How CRM helps the Customer Service Manager: Enables customer satisfaction measurement and benchmarking Increases productivity of customer support representatives Provides self service to customers around common issues Ensures issues never “get lost between the cracks” Monitors service performance against service level agreements Enables customer issues to be tracked and responded to, regardless of who answers the phone or received the Reduces customer support costs through automation Improves response times to customer service requests Reduces hold times for customers requiring customer support Reduces the average time to resolve an issue Increases the number of queries resolved on first contact rate Leads to decreased number of service escalations Decreases the number of customer complaints received Extends customer service through 24x7 self service options Enables benchmarking / scorecarding of customer service operations on an on-going basis Leads to increased customer retention Leads to decreased cost of customer retention Below are some examples of how CRM can help customer service: Customer service dashboard – CRM presents information that is important to customer service managers in a format that makes sense to them. They can view all of the cases that they are working on at the moment, with full drill down. They can review the case load that has been assigned and can also review cases in the customer service pipeline and Service Level Agreements (SLAs). Solution solving – In the event of an issue, CRM can host solutions to problems so that customer service managers can quickly review solutions and act accordingly to resolve the issue. CRM reduces the average time to resolve an issue and increases the number of queries resolved on first contact rate. In the event a solution is not available, service managers can resolve the situation in their own way and then provide an update solution into the CRM system for the ‘next time’. Reporting – CRM can produce a suite of out-of-the-box ‘Customer Care’ reports. These reports include: Cases in breach of SLA, Case stage by company and Open case by agent. They can also create their own custom reports if required. Self service – CRM can also be extended to customers through web self-service. By logging on to a portal, customers can view the status of outstanding support issues as well as add new ones. It is also very easy to enable customers to use this facility while at the same time, restricting customers access to only the parts of the CRM system that the company wishes them to view. From Sage CRM 21

Challenges for the Back Office
Having a central place for information Giving back-office staff access to non-financial customer information to enable them to resolve issues and queries promptly when talking to customers Access to complete customer communications history (usually held in the front office) to enhance ability to effectively chase payments Reducing duplication of effort to minimise mistakes and improve productivity Speeding up routine tasks Where businesses struggle is creating end-to-end business processes that ensure the customer experience is consistent and maximised across the front office and the back office. Often back-office staff do not have access to core customer data held in the front office. They don’t have access to the full picture on customers meaning they are less efficient when chasing payment and have less opportunity to cross or up-sell when dealing with customers. Additionally, back office staff often have to re-enter customer data, duplicating effort, minimising productivity and increasing the margin for error.

How CRM Helps the Back Office
Saves time and minimises mistakes by avoiding duplication of data entry Improves customer service by using a single point of reference for sales orders Credit control and the sales team have access to the same financial information which enables them both to chase outstanding debt when dealing with customers Ensures a fast response to significant events and routine tasks using alerts Improves customer service by giving the back office access to key customer information such as buying patterns and communications history CRM with back office ERP integration delivers an optimised, cost-efficient and customer-centric front-to-back-office process. By automating and integration the lead to cash process, businesses are better able to manage their customers, chase payments and cross and up-sell to customers. Below are some examples of how CRM can help the Back Office: Outstanding creditor information is available at a glance through your CRM Dashboard. Integration allows accounts staff to access the critical non-financial customer information, behaviour and buying history usually held within the sales department, enabling them to resolve issues and queries promptly. Sales orders can be processed quickly and efficiently, using a single point of reference. Sales staff cannot take further orders where an account is on-hold. Debtor days can be reduced, as both the credit control team and your sales team have the financial information which enables them to chase outstanding debt. Enables once-only data entry, whereby a customer’s details are input only once through your CRM system and then automatically updated across the ERP and CRM system. It also works the other way round, with new or amended entries in the ERP system automatically updating the CRM database. Not only does this save time by reducing duplication of effort, it also means that potential mistakes and conflicting data are minimised. Administrators’ time is saved, improving productivity and efficiency. Alerts and notifications can be built in to ensure a fast response to significant events or routine tasks such as the requirement to complete a credit check before opening an account. CRM and ERP integration can be used to help manage the quality control process by ensuring that staff and suppliers are chased at the appropriate time, utilising a structure of reminders and notes, rather than relying on staff’s memories and manual systems. Documents can be stored centrally within the integrated CRM and ERP system and where appropriate, they can be linked to a customer’s, supplier’s or third-party’s records. Documents that require action can be recorded with reminders ensuring that the follow ups are performed on time. Key customer information such as credit limits, buying patterns and queries are available to the back office – improving customer communication and service and the visibility to chase overdue payments. From Sage CRM (with ERP integration)

Business Value of CRM CRM is a key tool in enabling SMBs to manage their customers in a more coherent and consistent manner. CRM drives process automation, increasing productivity while reducing admin and costs. CRM drives customer loyalty and retention by maximising every customer interaction. It facilitates cross-departmental collaboration as well as secure information sharing with customers and partners to ensure optimum customer satisfaction and management. It delivers better insight to the performance of your business at any given time, empowering you to make critical business decisions in an informed manner. It enables you to take your business to the next level, delivering competitive advantage. CRM is known to improve customer loyalty, lifetime value, satisfaction rates, as well as reduce admin and customer churn. Studies by the likes of Gartner, Outsell, Accenture, Bain and Company and IDC have proved the value of CRM. CRM enables cross-departmental INSIGHT, delivers organisation-wide PRODUCTIVITY gains, facilitates organisation-wide COLLABORATION and drives COMPETITIVE ADVANTAGE for your business. 24 24

Sage’s CRM Credentials
Family of CRM Solutions 2.7 million users worldwide Sage is the No. 1 CRM Vendor to SMBs Worldwide and the No. 2 CRM Vendor Worldwide - Gartner, 2006 Sage CRM 6th generation – product maturity Web-based CRM solution On demand or on premise Sold in 28 countries worldwide Available in English, French, German, Spanish, Chinese and a range of other languages via our international business partner network Fully integrated with leading Sage ERP solutions including Sage 200 and Sage 1000 (UK), Sage 100 (France), MAS 90 and 200 (US), OfficeLine (Germany) and Sage Accpac ERP (worldwide) Source: The CRM Vendor and ESP Landscape – Sense Emerges from the Chaos, Gartner 2006 25 25

Introducing Sage CRM Sage ERP & Sage Suites Connecting Your Business
On Demand Services Your Sales, Marketing & Customer Service Teams 3rd Party Applications Your Customers & Partners About Sage CRM: Full Suite CRM - Specifically Designed for the SMB – Award-winning Sage CRM has been specifically designed with the needs of the SMB in mind; it is a full suite CRM solution comprising sales, marketing and customer service automation and offers deep functionality and a broad feature-set at a highly competitive price point and with a low TCO. Integrated & Business Process Centric – Sage CRM integrates with leading Sage ERP products to provide a complete business applications environment for SMBs; deep integration with Sage ERP drives straight-through business processing across Sage front and back office applications; fully integrated today with Sage Accpac ERP, Sage Pro ERP, OfficeLine, Sage 100, Sage 200, Sage 1000 and MAS 90/200; leveraging its web services architecture, Sage CRM can be easily integrated with other third party applications and on-demand services. Collaborative CRM – Online Customer Interaction – Sage CRM is a fully web-based application (rather than a traditional client/server-based one) that enables front office (sales, marketing and customer service) management via the web. As a fully web-architected solution, Sage CRM also enables organisations to extend its powerful functionality and capabilities beyond company boundaries with ease, providing for out-of-the-box services such as web-to-lead and marketing management. It also drives online customer collaboration through its web self-service functionality, empowering SMBs to leverage the power of the web for their business. Easy to Use - Sage CRM is easy to use with an attractive, intuitive GUI; it provides on-screen coaching throughout; it is fully web-based meaning users can access it through their browser in a familiar and easy-to-navigate interface. Quick and Easy to Deploy – Sage CRM is quick and easy to deploy; users can be up and running in days or weeks (not months) delivering rapid ROI. Built to Extend – Sage CRM is engineered to extend; it is based on a modern, web-based Service Oriented Architecture which is highly flexible, extensible and which future-proofs your investment; it is ready to go out-of-the-box yet highly customisable. Localised and International – Sage CRM offers multi-lingual and multi-currency support and is delivered with full international support (Unicode & ASCII). It is available in many languages and has been sold in over 28 countries worldwide where it is helping thousands of businesses every day to manage their customer relationships. Mobile Enabled – Sage CRM is a fully web-based solution which can be accessed via the internet at home, in the office or on the move. It offers offline synchronisation (“Solo”) for remote laptop users and online access to mobile device users so that users can stay connected to their customers wherever they are. On-Demand - Sage CRM can be deployed on-demand or on-premise, delivering complete freedom of choice. Sage: What is CRM? 26

Sage CRM Awards Don’t just believe us - Sage CRM is an award-winning CRM solution, as demonstrated by the many awards it has won in recent years.

Customer Success Stories

Key Sage CRM Customer Successes
Services Digitell Source Technologies Vedere Partners Mediaweave Asbestway Abatement Government Louisiana Economic Development Thai Ministry of Commerce IT IONA ITG ITM Nexus Solutions Banking and Finance ifs School of Finance Alliance and Leicester BDO Simpson Xavier Tilney Wealth Management Insight Investment First Active Sport and Leisure Buffalo Sabres Club One Life Sciences Metrohm-Peak Scientific and Chemicals Inortech Manufacturing Kayserberg Plastics YoCream Sirromet Precision Tensar Horizon Automotive Avis Stapletons Tyre Services Acme 29 29

Services

Digitell Uses SageCRM.com to Maximise Sales Opportunities
Who: Digitell Inc, multimedia conference education, recording and marketing - USA Requirement: Burdened by an inefficient, manual system, Digitell struggled to manage a rapidly expanding customer database and a burgeoning sales / marketing pipeline Solution: SageCRM.com Benefits: Digitell can now better manage its pipeline, provide enhanced customer service, optimise sales opportunities, and manage marketing activities with confidence “Timely contact with prospects and clients has helped us land new accounts. Even though we invested in SageCRM.com primarily to manage our sales and marketing efforts, it has served as a great overall solution.” Steve Parker, Vice President, Digitell

Source Technologies Improves Forecasting with Integrated Sage CRM
Who: Source Technologies, printing solutions - USA Requirement: An up-to-date, scalable accounting and CRM solution that could handle detailed project accounting, complex sales orders, and sales data tracking and management Solution: Sage CRM and Accpac ERP Benefits: Earned immediate investment return with improved customer service, forecasting accuracy, and inventory control “We knew that if we could centralise all information, we would increase service levels, optimise sales force efficiency, improve accuracy and inventory control, and streamline just about every other business process.” Tim Baker, Director of Information Systems, Source Technologies

Vendere Partners Improves Staff Communication with SageCRM.com
Who: Vendere Partners, business sales solutions - USA Requirement: Previous CRM tool has limited visibility and hindered the company from implementing its own processes and systems Solution: SageCRM.com Benefits: Opening up of communications within the organisation; distribution of leads and opportunities to territories; yielding large ROI “SageCRM.com has exactly what we need. The others only deliver about 50 percent.” Sean O’Neil, Vice President, Vendere Partners

Mediaweave Strengthens Client Relationships with Sage CRM
Who: Mediaweave, marketing, communications and technology solutions - USA Requirement: With no centralised location for storing sales and marketing information, Mediaweave had trouble managing multiple users and a rapidly expanding database Solution: Sage CRM Benefits: After implementing Sage CRM, Mediaweave realised an immediate return on investment and significant productivity gains “We’ve been using the software like crazy and loving it! We’re getting an immediate return on investment and realising big productivity gains, and we continue to tweak the product as needed.” Eric Robichaud, CEO, Mediaweave

Asbestway Cleans up Customer-Facing Processes with Sage CRM
Asbestway Abatement Who: Asbestway Abatement Corporation, asbestos removal - USA Requirement: Replace manual systems with a CRM solution to improve service, facilitate intra-department communication, and streamline labour intensive processes Solution: Sage CRM Benefits: Improvements to customer service, communication, and processes enabling Asbestway to grow 40-50% in revenues, without increasing its workforce “We’re able to hire less, even though we’re doing more business because of Sage CRM.” Mendy Gorodetsky, President, Asbestway

Government

Louisiana Economic Development Weathers the Storm with Sage CRM
Who: Louisiana Economic Development, state agency supporting local businesses - USA Requirement: Replace GoldMine® with a more robust CRM solution, while managing disaster recovery efforts for businesses struck by hurricanes Solution: Sage CRM Benefits: Successfully assisted thousands of businesses, including providing temporary housing to more than 1000 displaced workers; improved marketing and project tracking, and financial accountability “Based on our past experiences, LED assumed all CRM packages would be cumbersome and inflexible. That myth was quickly dispelled when we had to take a crash course on Sage CRM.” Linda Regina, Director of Policy & Planning, Louisiana Economic Development

Kru Kate, Director, Thai Ministry of Commerce
Thai Ministry of Commerce Drives Customer Service Excellence with Sage CRM Who: International Business Consulting Centre, Ministry of Commerce - Thailand Requirement: Call centre relied on pen and paper to record enquiries made by customers through calls or walk-ins and were unable to leverage customer information across divisions Solution: Sage CRM Benefits: Call centre and International Business Consulting Centre has seen immediate return on investment with improved internal operations and customer service “There was minimal impact on our business operations during the implementation process. We did not need a huge budget to maintain and run the system, which saves us money.” Kru Kate, Director, Thai Ministry of Commerce

IONA Improves Decision Making with Sage CRM
Who: IONA, IT integration products and services - Ireland Requirement: An automated system for tracking and assigning customer leads and a way to deliver more timely and accurate reports Solution: Sage CRM Benefits: Common selling system for all regions, complete picture of customer lifecycle, accurate data for basing product strategy decisions on, ROI analysis of marketing campaigns, real-time view of sales processes, SAP integration “With the aid of Sage CRM’s forecasting tool, we have been able to make strategic decisions. This has helped us to determine how our customers’ business models change, critical to maintaining competitive advantage.” Cormac Ó Foghlú, Worldwide Infrastructure Manager, IONA

ITG Benefits From Better Productivity with Sage CRM
Who: Information Technology Group Inc, IT consulting firm - USA Requirement: Previously, sales and marketing could not provide adequate reporting functions or remote access to match busy consulting group’s growth Solution: Sage CRM Benefits: Cut reporting time in half; sales efficiency went up by 10 percent; sales have risen 15 percent thanks to better information “Sage CRM is a fantastic product. The more we use it, the more we appreciate it. We see it as a critical component of our success for years to come.” Mark Severance, Director of Sales & Marketing, ITG

ITM Group Delivers Superior Customer Service with Sage CRM
Who: The ITM Group, communications infrastructure provider - UK Requirement: Following a period of growth and acquisition, the ITM Group needed to consolidate disparate systems to improve customer service Solution: Sage CRM Benefits: Improved sales process, more targeted campaigns, real-time knowledge, and better data sharing and information retention, resulting in the delivery of superior customer service “We managed a complete exhibition project within Sage CRM, from attaining prospects, tracking leads and enquiries that arose from the exhibition, to evaluating the return on investment and reporting on the overall success of the exhibition.” Neil Curtis, Head of Marketing, ITM Group

Clear Direction for Nexus Solutions with Sage CRM
Who: Nexus Solutions Limited, integrated network communication, infrastructure and security – Hong Kong Requirement: Replacing low-tier solution with a robust multi-region system to manage sales and marketing and standardise workflow to create holistic customer service approach Solution: Sage CRM Benefits: Standardised lead processing, coordination between departments, easy tracking for outstanding leads, formulating coherent marketing strategies and events “I have received several comments from clients saying that they are more satisfied with our support service as we respond to their needs faster and in a more efficient manner. In the end, our success comes from the satisfaction of our customers.” Mr. Astley Yip, Sales Manager, Nexus

Sport and Leisure

Buffalo Sabres Serves Fans Better with Sage CRM
Who: Buffalo Sabres, North American Hockey League team - USA Requirement: Combination of customer databases required multiple data entry, prevented strategic sales efforts, and produced errors Solution: Sage CRM Benefits: Customer service administration time reduced by 20 percent; detailed activity and demographic reports boosted sales significantly “The greatest thing about Sage CRM is the way it ties everything together for us... This has streamlined our administration by 20 percent — and made our fans much happier.” Tom Matheny, Database Marketing Manager, Buffalo Sabres

Club One Improves Health with Integrated Sage CRM
Who: Club One, large fitness clubs - USA Requirement: Through rapid growth, the need to centralise customer information and integrate to ERP to improve the way the business and customers were managed Solution: Sage CRM and Accpac ERP Benefits: A real-time view of cash flow, visibility into the accounts of each business, and its customer base. Productivity has improved by eradicating duplication of effort “We needed one system with a unified reporting structure, that still met the needs of each of the divisions.” Carey White, CFO, Club One

Banking and Finance

ifs School of Finance Uses Sage CRM to Improve Sales
Who: ifs School of Finance, educational body for finance professionals - UK Requirement: To counteract a decline in members, a comprehensive, centralised and synchronised store of customer information was needed to support sales teams on the road Solution: Sage CRM Benefits: Higher revenue and stronger client relationships with the same sales force, and the ability to measure sales effort precisely against targets “Sage CRM has helped us to open up more sales opportunities through better client management, without further expanding our sales force.” Gary Millner, Corporate Relations and Communications Director, ifs School of Finance

Alliance & Leicester Banks on Customer Service with Sage CRM
Who: Alliance & Leicester, commercial bank - UK Requirement: A number of systems were not delivering a complete customer view across divisions, restricting service, resulting in missed cross and up sell opportunities Solution: Sage CRM Benefits: Access to information across the organisation, targeted marketing, greater call centre accuracy, improved customer service, insight into sales performance, more sales closed, better lead qualification “With the combination of the innate usability of the system and its integration with Outlook™, we have found the feedback from users on the usability of the system to be a key factor in its success so far.” Howard Worthington, Senior Manager Database Development, Alliance & Leicester

BDO Uses Sage CRM to Enhance Marketing
Who: BDO Simpson Xavier, accountancy firm and business consultancy - Ireland Requirement: BDO viewed customers at a department level and wanted a more holistic view to take advantage of cross and up-sell opportunities Solution: Sage CRM Benefits: Easier tracking and management of marketing efforts, more targeted campaigns, improved customer service through real-time access to information, increased support for cross-selling and up-selling "There have been a considerable amount of cross-selling opportunities generated. Customers are now automatically informed of other services that are available, ensuring we are making the most of every customer interaction.” Mark O’Connell, Marketing Manager, BDO

Sage CRM Opens New Markets for Tilney
Who: Tilney Private Wealth Management, wealth and asset management firm - UK Requirement: To foster closer relationships with customers and intermediaries using technology Solution: Sage CRM Benefits: Better segmentation, monitoring and control of marketing activities, highly customised solution, on the road access for sales people, full relationship management for their key customers and influencers "There were several reasons why we chose Sage - but the main one was the flexibility of the system. I found Sage CRM a very good implementation - it does exactly what it says on the tin. Lee Wilson, Group Marketing Manager, Tilney Private Wealth Management

Insight Investment Sees Customer-Centric Services with Sage CRM
Who: Insight Investment manages funds for institutional and retail clients including HBOS plc - UK Requirement: As a new organisation, Insight Investment needed a solution flexible enough to adapt to its changing needs Solution: Sage CRM Benefits: Improved forecasting, instant analysis, better customer information and improved service through insight into communication between prospects and clients “We wanted to create a company that took its direction from potential customers and investors. The feedback clarified our mission to build a company with CRM at the core of our business functions.” Adam Pope, Sales & Marketing Manager, Insight Investment

First Active Builds a Better Bank with Sage CRM
Who: First Active, financial institution specialising in mortgages and loans - Ireland Requirement: Expand routes to market through phone and Internet banking both for tactical and competitive reasons as new entrants offering phone-only mortgages were establishing foothold in market Solution Sage CRM Benefits: Built a single web-based access method that could be used throughout organisation; enabled First Active to offer mortgage and loan products entirely by phone and online “We needed a solution to achieve our business goal — to offer customers new and easier ways of doing business with us. The Sage approach, customisability and integration, made it a successful choice to rapidly deploy new channels.” Paul O’Neill, General Manager IT, First Active

Manufacturing

Kaysersberg Plastics Co-ordinates Operations with Sage CRM
Who: Kaysersberg Plastics, plastics manufacturer - UK Requirement: To build and share knowledge, stored in different manual systems, for tighter management of project pipelines, improved communication across multiple sites, and automated reporting Solution: Sage CRM Benefits: Increased sales efficiency, improved communication, 360º view of customers, convenient, low-cost, real-time 24/7 access, easy deployment in new territories with multi-language capabilities “With Sage CRM, the next step is automatically built into the process, so we’re always moving forward to make the most of sales opportunities and build closer customer relationships.” Mark Lightowler, Managing Director, Kaysersberg Plastics

YOCREAM Improves Lead Management with Sage CRM
Who: YoCream International, Inc, wholesale food products manufacturing - USA Requirement: Counter-productive sales activity due to lack of consistent communication between field sales reps and managers located all over the U.S. Solution: Sage CRM Benefits: Better management of sales leads and increased sales growth due to increased communication among the sales team “It’s been smooth sailing. The biggest gain is the ability to share customer and prospect databases with users. We want to better manage leads and accomplish sales growth, which we are seeing as a result of Sage CRM.” Brad Gaylor, Information Systems Manager, YoCream

Sage CRM Brings Cheers to Sirromet Wines
Who: Sirromet Wines, premier winery - Australia Requirement: To build a one stop communications centre for sales, distribution and marketing to process orders quickly, respond to customers and plan for strategic growth Solution: Sage CRM Benefits: Reduction in paperwork, better customer service through faster ordering, more accurate sales process, enhanced communication between departments and enhanced reporting “It’s not just the wine that needs to flow smoothly when you’re trying to build a great reputation for wine making. A transparent exchange of information between sales, distribution and marketing is just as critical an ingredient for success.” Ian Parker, IT Manager, Sirromet Wines

Seamless Workflow for Precision Valve Singapore with Sage CRM
Who: Precision Valve, aerosol valve manufacturer - Singapore Requirement: Improve access to customer information and service across regions, standardise workflow and increase control over sales processes Solution: Sage CRM Benefits: Easy handling of multiple currencies and languages, seamless integration and better governing of workflow process, a streamlined workflow and unified database, boosting productivity “By automating workflow and providing a bird’s eye view of our customers, Sage CRM empowers us to take fast actions to make and keep customers happy and satisfied.” Peter Ho, Managing Director, Precision Valve Singapore

Tensar International Streamlines Sales Process with Sage CRM
Who: Tensar International Ltd, manufacturer of reinforcing polymer geogrids - UK Requirement: A consolidated resource for tracking, monitoring and evaluating interactions with individuals and content for projects Solution: Sage CRM Benefits: Five country system, smooth sales processes – even when individuals are reassigned, improved productivity, error reduction, visible sales process, improved efficiency "Sage CRM was the only solution that addressed our requirements in all three areas – customer database, workflow automation & content management.” Tim Oliver, Group Marketing Manager, Tensar International

Horizon Spa & Pool Parts Makes Big Splash with Sage CRM Integration
Who: Horizon Spa & Pool Parts, Inc, wholesale Spa and pool parts - USA Requirement: Automate processing of 500 orders per day, including order entry, financials, warehouse management, and returns Solution: Sage CRM and Accpac ERP Benefits: Without Sage software, Horizon would have to hire two people in shipping, three in the warehouse, and could only do 1/7 of its current business volume “Sage CRM is a critical part of our company. If we didn’t have it, we’d be dead meat — and couldn’t even do $1 million a year, rather than the $7 million we do today.” Becky Moore, Controller, Horizon Spa & Pool Parts

Automotive

Avis Enhances Customer Service with Sage CRM
Who: Avis UK, car hire firm - UK Requirement: A non paper-based system to cope with service centre enquiries and a single integrated method of recording and responding to customer interactions Solution: Sage CRM Benefits: Centrally stored information, rapid return on investment, effective distribution of workload across customer service teams, reduction of incoming call abandon rate “Our operators have a full service and booking history of callers, so we can build a much deeper impression of the ‘Avis experience’. Call resolution time is down, making it a more satisfying customer experience.” Ann Gallagher, Customer Relations Manager, Avis

Stapletons Tyre Services Improves Sales with Sage CRM
Who: Stapletons Tyre Services, tyre wholesalers and retailers - UK Requirement: Stapletons wanted to improve sales forecasting and analysis to design marketing campaigns based on accurate information Solution: Sage CRM Benefits: Access for users in multiple locations, integration with existing specialist application, customer service excellence, improved response times, targeted marketing campaigns "In a highly competitive market, you need a sharp edge. Sage helps by creating a centralised repository of data, shared by all our teams – making it as easy as possible for any of the team to pick up and handle customer queries.” Andy Scaplehorn, IT Manager, Stapletons

ACME Truck Line Drives Customer Service with Sage CRM
Who: ACME Truck Line Inc, flatbed trucking - USA Requirement: To facilitate operational improvements, a web-based CRM solution capable of delivering a consolidated view of customer activities to every staff member involved with clients was required Solution: Sage CRM Benefits: An integrated framework for applying value-added services and support to new and existing customers. Using Sage CRM, the company was able to simplify many of its procedures “By giving our managers, sales staff, and dispatchers the information they need to address all customer issues, this solution lets us streamline operational overhead and strengthen customer relationships with outstanding service.” Mike Coatney, President, ACME Truck Line

Life Sciences

Metrohm-Peak Streamlines Business with Integrated Sage CRM
Who: Metrohm-Peak, laboratory equipment distribution and services - USA Requirement: Metrohm-Peak needed to implement a streamlined system for company-wide communications and global business processes Solution: Sage CRM and Accpac ERP Benefits: Metrohm-Peak is able to increase sales productivity, give remote users access to synchronised data, and support multilingual, multicurrency accounting transactions “By automating and streamlining our business, we are able to provide a higher level of service while reducing our cost of doing business.” Kim Brewer, CFO, Metrohm-Peak

Scientific & Chemicals Supplies Finds Growth Formula with Sage CRM
Who: Scientific & Chemicals Supplies Ltd, supplies local industry with laboratory equipment and chemicals - UK Requirement: A rapidly growing product range meant it needed a more robust system to integrate with an existing Sage ERP solution (Line 500) Solution: Sage CRM Benefits: Shared view for customer service teams and sales reps, fast informed responses to customer queries, complete visibility of orders, web access 24/7 for a low cost “Our Sage solution is at the heart of our business in helping us to focus on our customers and to process their orders more efficiently.” Philip Palser, Operations Director Scientific & Chemical Supplies

Inortech Optimises Customer Loyalty with Sage CRM Integration
Who: Inortech, chemical distribution - Canada Requirement: Inortech needed to speed up collections; enhance the tracking of customer information; improve sales processes; and minimise training time and related costs for new sales representatives. Solution: Sage CRM and Accpac ERP Benefits: Inortech has quicker, more reliable access to information; optimises staff productivity and customer satisfaction; reduces training time; and closes more sales “With all information readily available, sales representatives can deliver unparalleled customer service and strengthen client relationships. In short, Sage CRM delivers the business management capabilities we need to stay competitive.” Jean-Marc Pigeon, President, Inortech

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