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6These applications usually don’t collect andhandle customer or prospect information orcustomer relations and interactions. Management or accounting applications: Theseapplications are used in the back office to consolidate data necessary to accomplish accountingobligations, among others, or to help the management of the organisation in areas such as financialmanagement, logistics, production or humanresources.CRM: The DetailsCRM is an integrated management system focused oncustomers and prospective customers. It contains theprocesses and procedures that build a business management model centered on a 360º approach to thecustomer.The management processes in which CRM is based areundoubtedly at the forefront in terms of strategy andmarketing, and also at the economic and financial level.Indeed, companies that are thoroughly familiar withtheir customers can create custom responses, anticipating their wants and needs and answering theirmajor wishes.In order to build a smarter CRM strategy, the technologyresponds only to the company’s strategy by helping tocapture data about the client and external sources andconsolidate that data in a central data-warehouse.Additionally, integrated marketing and informationtechnologies provide the company with integrated andeffective means of meeting, recognising and caring forthe client in real time. CRM applications transform theThese materials are the copyright of John Wiley & Sons, Inc. and anydissemination, distribution, or unauthorized use is strictly prohibited.

7data collected into information that allows a betterunderstanding of the customer profile.The CRM platforms build on customer-centric processes, disseminated throughout the organisation.CRM extensively uses information related to the clientby integrating the areas of marketing, sales and serviceand verifying the creation of customer value.Before you implement CRM, you need to understand what model of customer relationshipsthe company intends to adopt and which customer care processes need to be redesigned.Types of CRM SolutionsThere are several types of CRM solutions: Collaborative CRM: Aimed at sharing informationon various types of interactions that customershave with the organisation and its differentdepartments, either through direct interactions,by email, by letter or by fax. Analytical CRM: Functions include performanceanalysis and business intelligence. The analyticalCRM lets you work all the specific informationabout how the various customer segments like tobe treated. Operational CRM: The application interactsdirectly with the customer by integrating the frontoffice, back office and mobility. This type includesthe functional areas of sales force automation,contact management, automation of marketingactivities and customer service.These materials are the copyright of John Wiley & Sons, Inc. and anydissemination, distribution, or unauthorized use is strictly prohibited.

8This book focuses on the Operational CRM,which addresses mainly Salesforce automation and contact management Marketing automation Customer service automationThese materials are the copyright of John Wiley & Sons, Inc. and anydissemination, distribution, or unauthorized use is strictly prohibited.

Part IIImproving Sales Managementand Pipeline ControlIn This Part Taking a look at CRM and account management Refining sales management, productivity andplanning Integrating opportunity automation management Increasing opportunity and pipeline managementAdd CRM as a tool, and you and your salesforcewill begin to reap the many benefits. You’ll notonly enjoy increased sales, but a smoother and moreefficient sales process. And those benefits are just thebeginning!Reaping the Benefits of CRMGetting more sales and winning more deals are themajor drivers for growth in organisations. Enhancedsales productivity is why salesforce automation isamong the most demanded areas to start implementinga CRM.These materials are the copyright of John Wiley & Sons, Inc. and anydissemination, distribution, or unauthorized use is strictly prohibited.

10With an efficient and easy-to-use sales managementtool, the sales managers enjoy dramatic improvementsin the sales cycle control, close rates and current information about sales performance.A CRM system that is totally integrated withthe most common productivity tools, such asword processors, spreadsheets and email, andthat has embedded integration of all contactsis a powerful tool for the salespeople, and theadoption is almost immediate.Looking at CRM and AccountManagementAccount and contact management are positivelyimpacted with the usage of a CRM system with thepossibility to Keep consistent and updated information abouteach customer account and contacts, avoidingduplications and different views of the same contact or account. Monitor all activities and interactions with eachcontact and account. Pinpoint the opinion leaders, supporters andblockers in each account. Identify instantly possible crossed opportunitiesin each account. Receive alerts regarding contract renewals andactivities to be performed in programmed periodsbefore the due dates.These materials are the copyright of John Wiley & Sons, Inc. and anydissemination, distribution, or unauthorized use is strictly prohibited.

11Improving Sales Management,Productivity and PlanningSales management, productivity and planning areenabled in a CRM system. As a result, you can Use the CRM tool integrated with your MicrosoftOffice Outlook. Find immediately the information you need in visualisation panels, where you can access contacts(including those recently used) and contact lists. Improve team communication and collaborationdealing with customer organisations, throughtransparent integration with productivity, collaboration and portal technologies. Reduce time cycles in data import uploads andkeep quality data with duplications removed. Use the most updated CRM data in MicrosoftOffice Excel with bidirectional synchronisation ofdata. Easily build sales and territory teams in order tocreate a more effective organisation. Create list prices with allowed discounts for specific groups of customers in order to simplify proposals management. Have a resource center built into the CRM whereyou can gather sales best practices andrecommendations. Use consistent permissions based on functionalroles and groups, which makes distributing information easier and faster.These materials are the copyright of John Wiley & Sons, Inc. and anydissemination, distribution, or unauthorized use is strictly prohibited.

12Integrating OpportunityAutomation ManagementConnected sales and marketing processes are an areathat CRM also helps improve.A proper CRM decreases the black hole of leads thatare handed over from marketing activities to the insidesales and sales teams, making it easy to follow up,based on predefined rules.The marketing activities already loaded into the CRMare integrated in a process workflow that significantlyreduces the generated leads and that are unprocessedby sales or inside sales.The CRM also lets you easily identify new opportunitiesbased on the immediate segmentation of the database.Increasing the Efficiency ofOpportunity and PipelineManagementOpportunity and pipeline management areamong the areas that suffer a dramaticincrease of efficiency with a proper CRMimplementation.You can shorten the sales cycle while also increasingcustomer and prospect satisfaction simply by sendingproposals and sales agreements faster. The CRM is ableto store or integrate with a repository of template standard documents that are instantly fulfilled with thespecific conditions for the proposal under discussion.These materials are the copyright of John Wiley & Sons, Inc. and anydissemination, distribution, or unauthorized use is strictly prohibited.

13You should look at several aspects of a state-of-the-artand easy-to-use CRM software: Establish consistent sales processes across theenterprise with predefined workflows. Look at a CRM that integrates directly sales methodologies, such as Miller Heiman, SPI and TAS. Identify and take advantage of potential influencers in the sales process (for example, lawyers andconsultants). Position yourself more effectively against thecompetition with a continuous monitoring of thecompetitor. Identify the main trends of negotiations won orlost and optimise sales processes. Improve financial planning through greater control and predictability of the sales pipeline. Increase the accuracy of revenue projections withindividual or combined forecasts. Use predefined criteria to control the revenuetargets by date or fiscal periods. Instantly control sales quotas compared with theperformance both by individual salesperson or bygroup of salespeople.These materials are the copyright of John Wiley & Sons, Inc. and anydissemination, distribution, or unauthorized use is strictly prohibited.

14These materials are the copyright of John Wiley & Sons, Inc. and anydissemination, distribution, or unauthorized use is strictly prohibited.

Part IIIMaking the Most Out ofMarketing and LoyaltyIn This Part Simplifying segmentation Getting the most out of campaigns Knowing what to look for in contract management,case support and service planning Remembering mobility and servicesMarketing automation is one other important areaof an operational CRM. Very often, the organisations have a database of customer or prospect contactsand want to promote their offer on these but don’t knowhow to do so. The marketing solution of the CRM shouldbe very flexible and easy to use, allowing you to sellmore efficiently while improving productivity.In addition, if your customers aren’t happy, then youhave problems. Fortunately, CRM even helps you makeyour customers not only happy but coming back formore.These materials are the copyright of John Wiley & Sons, Inc. and anydissemination, distribution, or unauthorized use is strictly prohibited.

16Making Segmentation EasyEasy segmentation and contact management is possible with a CRM, which Uses natural language for customer informationretrieval and segmentation. Creates contact lists that are focused and associated to campaigns. Creates reusable personal and public views. Easily shares marketing lists with other teammembers. Uses lists for mass email marketing or mail mergeprinting.Planning and ExecutingCampaignsThe CRM allows you to simplify campaign planning andexecution with Marketing plans easily created with integrateddocument management resources. Planning and control of activities, tasks, budgetsand details for each marketing activity. The possibility to create product catalogs and listprices inside the CRM. Easily adaptable messages and unsolicited proposals for highly targeted lists. Reusable campaign templates that save time andmoney.These materials are the copyright of John Wiley & Sons, Inc. and anydissemination, distribution, or unauthorized use is strictly prohibited.

17 Predefined workflows to streamline processes andapprovals. The possibility to initiate and distribute campaigns and communications instantly. A central platform that allows you to control andmanage all details of campaigns and clients. Rules created to react and give answers based oncustomer interests.Looking at Campaign Resultsand OpportunitiesThe goal of campaign execution is to generateresponses that translate into added business opportunities. So it is important that the CRM solution is ableto monitor and manage the feedback from the campaigns, centralising these results and then automatically converting campaign responses into leads andthen distributing those leads automatically to the salesresources according to specific rules.The potential opportunities generated from campaignsshould be easily controlled in the CRM, with Improved coordination between sales and marketing, with both having a common view on the CRM. Automatic promotion of the most interestingleads to be processed by inside sales or othersalespeople.These materials are the copyright of John Wiley & Sons, Inc. and anydissemination, distribution, or unauthorized use is strictly prohibited.

18Keeping Customer Satisfactionin MindModern CRM solutions handle not only sales but alsoservices. It is important for customer satisfaction andloyalty and sales productivity that information aboutissues, cases or incidents and contracts is also handledthrough the same solution.The sales team has a total view on the customerand won’t try to push a sale if, for instance, acustomer has an issue to be solved that isaffecting his satisfaction.Customer service, on the other hand, knows which customers should be supported and their value to theorganisation. It is possible to have a real customervalue based on the margin released from sales less thecosts associated with sales and support.Some of the functionalities available in a servicesmodule of a CRM include maintenance contracts management, case support and knowledge bases, resourceplanning and full-time availability to mobileworkforces.Looking at ContractManagement, Case Supportand Service PlanningContract management, case support and service planning functionalities available in CRM should includeThese materials are the copyright of John Wiley & Sons, Inc. and anydissemination, distribution, or unauthorized use is strictly prohibited.

19 Usage of workflows to launch activities that support distribution of the cases among the agentsaccording to the right level of service. Management of incidents distribution throughindividual and team queues. Full access to customer data and incident so thatyou have quicker response times. Rule-based approvals and escalations to route theincident to the correct person. Increased first-time case resolution with the internal repository of knowledge. Capability to program services and resources toserve customers efficiently. Connection to teams with a centralised view ofcalendar and services. Monitoring and measurements of the performanceof organisations, business units, teams andindividuals. Detailed analyses and updated key performanceindicators (KPI).Integrating Mobilityand ServicesOne other important feature in today’s services moduleof a CRM is the level of integration allowed with mobility devices. This is also a great enabler for increasedproductivity, giving the possibility toThese materials are the copyright of John Wiley & Sons, Inc. and anydissemination, distribution, or unauthorized use is strictly prohibited.

20 Distribute reports and alerts via mobile devices. Manage and update schedules and servicecommitments. Access and send data from the CRM customer service through any Web-enabled device.These materials are the copyright of John Wiley & Sons, Inc. and anydissemination, distribution, or unauthorized use is strictly prohibited.

Part IVExploring Social CRM,Mobile CRM and XRMIn This Part Looking at XRM Reaping the benefits of mobile CRM Keeping in mind social CRMYou may have heard of XRM, but not know what itis or how it compares to CRM. In this part, you canfind out the inside scoop of what XRM really is and howit relatesto CRM.Getting the Inside Scoopon XRMCRM software has become a necessity for many largecompanies, enabling them to more effectively managecustomer relationships. As CRM matured, companiesrealised that an effective CRM solution must Be highly flexible to meet the needs of thebusiness.These materials are the copyright of John Wiley & Sons, Inc. and anydissemination, distribution, or unauthorized use is strictly prohibited.

22 Allow organisations to manage a wide range ofentities, including not just customers but alsoleads, prospects, contacts and cases. Include automation of business processes relatedto customer management.The result was a different kind of CRM that is highlyflexible,automated, and customisable – in effect, aRelationship Management-based platform.As businesses expanded their use of this different kindof CRM solution, they began to use them to manage awider range of entities – not just customer relationships, but also asset management, prospect management, citizen management and many more. What beganas a CRM solution was adapted to be the platform formultiple business applications built around core CRMcapabilities.This extension from customer-centric to X-centricapplications is the origin of the term XRM. Table 4-1summarises the differences.Table 4-1Comparing CRM and XRMCRMXRMDefinitionC customer; managecustomers through theautomation of marketing, sales and serviceprocessesX any business entity;make any businessrelationship throughthe automation ofrelevant business unitprocessesUsed byMarketing, sales andcustomer serviceteamsAny teamThese materials are the copyright of John Wiley & Sons, Inc. and anydissemination, distribution, or unauthorized use is strictly prohibited.

23CRMTo manage Customer relationshipsXRMAny relationshipAutomatesMarketing, sales andservice processesAny business processTracksInteractions, activities,tasks and 360 historyof the customerInteractions, activities, tasks and 360 history of XProvidesCustomer-centricanalyticsX-centric analyticsCompanies can use XRM in a wide range ofmanagement fields and processes, as VRM(Vendor), ERM (Employee), PRM (Partner),CzRM (Citizen) and so on.Benefiting from Mobile CRMA Mobile CRM application offers the ability to providerobust CRM features that allows field workers, such assalespeople, service staff and support teams, to accessand interact with customer data while they’re on theroad. Using smartphones, tablets and other Webenabled handheld appliances, users can retrieve andupdate customer-related information from back-endsystems, manage opportunities and jobs, processorders, check inventory levels and much more, just aseasily as if they were in the office.The Mobile CRM complements the CRM systemused inside the organisation. You can have aCRM anytime, anywhere, on the move, so thatyou’re nearer and nearer the customer.T

CRM For Dummies , Microsoft Limited Edition Published by John Wiley & Sons, Ltd The Atrium Southern Gate Chichester West Sussex PO19 8SQ England For details on how to create a custom For Dummies book for your business or organisa-tion, contact CorporateDevelopment@wiley.com. For information about licensing the ForFile Size: 2MB