TECHNOLOGY IMPACT

CRM

 Customer Definition

Relationship Management

CRM is the process of managing all aspects of interaction a company has with its customers

 CRM

is a technology. A technique for building a profitable and sustainable business based on your customer relationships In Summary :
Getting new customers and keeping the ones you

have

 The

company has been one of the leading forest-products company in the Saudi Arabia

Product

offered - pens, paper computers, desks etc., have comprised the largest segment of its annual sales. One-third of the company's revenue is generated from its long-term business partners

Sales department identifies Customer requirements Record the requirements and identify the gaps between demand and availability Address the requirement in the most effective and efficient manner. Forward pre-quote Once order is approved by client the request is forward to operations for process.

Customer calls with a pre-sales query and gives their details The sales rep discusses their needs & promises to call back tomorrow with pricing The sales rep forgets, then is out of the office. The customer calls back, only to speak to a different rep, give all their details again, promised a callback, doesnt get it Sales rep calls back a few days after returning and finds that. Surprise surprise, the customer has bought elsewhere & has told colleagues of how disorganised the company is

Customer calls with a pre-sales query and gives their details Sales rep stores this information in CRM system, creates a sales lead and assigns it to herself. Promises to call back tomorrow with pricing Sales rep gets a pop-up reminder tomorrow to call customer; she calls, gives prices and arranges follow-up call when she gets back to the office. Rep writes a note of what they discussed and how much she quoted Customer wants to verify the pricing while sales rep is out her colleague retrieves his details from the CRM system and reiterates the prices quoted by the other rep. Customer decides to buy straight away & gets an excellent first impression of an efficient, customer-focussed organisation

New customer buys Customer information card filled in

Information is entered into CRM reminder for Courtesy Call 30 days later
Phone call/SMS/Voicemail/Email when new stock arrives or at pre-sale time When customer returns, salesperson consults for details

 High

Cost of direct sales

CRM can help increase sales force productivity

and in turn contain or decrease the cost of sale

Increased
Need

competition

- CRM puts you in better control

for better information

- With CRM you know more about what is happening with your people and your customers

Improve Loyalty / Churn Gain Competitive Advantage :

relationship based differentiation

Increase Sales Revenue Increase Profitability Improve internal Productivity Enhance executive decision making Decrease costs and expenses

Easy to use Centralized customer data Automate redundant tasks Integrate with applications you use everyday Stay on top of all key deliverables Increase quality and effectiveness of communications Improve opportunity management and predictability

Enable every sales rep to perform like your best Accelerate time to productivity Increase quality/effectiveness of communications Reduce administrative burden on sales force Improve timely access to critical customer information Improve business predictability Ensure user adoption and productive use

Centralize customer data Multiple levels of security Flexible deployment and administration options Speedy rollout to get users up and running quickly Remote access options Customize and integrate as much or as little as you like Low total cost of ownership

 10% 5%

increase in Gross sales

Sales staff are more efficient and more effective

decrease in general and admin cost of sales 5% increase in win rate for forecasted sales 5% or more improvement in quality rating by customers (NPS)

Unclear what CRM can do for me Lack of Sales, Marketing , Support services strategy Lack of Corporate commitment In company politics Lack of proper training Lack of Know How Resistance by System users

To know what you need to change in Sales, Marketing and support services Be willing to share information within the organisation Overcome feeling intimidated by the technology Have staff willing to undergo changes to work practices Sales people need to overcome the Big brother fear Invest over time in terms of man hours and discipline

 Much

closer customer-business relationship Consistency of service Allowed them to increase their customer base while keeping the personal touch If you took the software away today, the impact on the business would be severe

Thank You Questions?