Customer relationship management
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Customer Relationship Management. Improve Your Client Relationship Management, Opportunity Management and Pipeline Management. Jeff Antaya and Plante & Moran. 12 th largest accounting firm in the US based out of Southfield, MI 1,600 professional consultants

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Customer relationship management

Customer Relationship Management

Improve Your Client Relationship Management, Opportunity Management and Pipeline Management


Jeff antaya and plante moran

Jeff Antaya and Plante & Moran

  • 12th largest accounting firm in the US based out of Southfield, MI

  • 1,600 professional consultants

  • 19 offices throughout US and around the globe

  • CPA responsible for firm’s marketing, advertising, PR, communications, marketing technology and social media

  • Our Clients

  • Our Services

  • 97% satisfied customers

  • 16,000 clients

  • 12 Years on Fortune’s list of “Best Places to Work For”

  • Audit/Accounting

  • Business Advisory Services

  • Financial Advisory Services

  • Human Capital

  • Tax


Jason ambrose and avanade

Jason Ambrose and Avanade

  • 9,400 professionals

  • 61 locations in 24 countries 

  • U.S. $864 Million revenue in FY08

  • More than 20% YOY growth since our inception in 2000 – including growth in 2009

  • Sr Director CRM Americas Service Line

  • Our Clients

  • CRM Expertise

  • Total of 3,400 customers served

  • Support more than 70,000 Microsoft Dynamics users worldwide

  • Largest Microsoft Dynamics CRM services provider in the world

  • Numerous Customer Excellence and Partner of the Year Awards


Session objectives

Session Objectives

  • Share best practices around:

    • Business Development

    • Client Management

    • Tracking referrals inside and outside of firm

    • 360⁰ view of clients

    • Linking & tracking marketing initiatives

    • Linking & tracking business development efforts from beginning to end

  • How CRM can enable better management, maintenance and improvement of client relationships


Customer relationship management1

Customer Relationship Management

Face to Face

Fax

Web

Phone

Mail

Service

Sales

Actionable Business Intelligence

E-mail

Point of Sale

Marketing

xRM

360º

Customer

View

Configurable Business Processes

Service-Oriented

Architecture

On-Premise/

On-Demand

Configure/

Customize

Department/

Enterprise

Single-Tenant/

Multi-Tenant

Flexible Deployment


Traditional crm vendors have failed

Traditional CRM Vendors Have Failed

  • “User adoption remains a challenge, with 33% to 47% of customer management applications facing serious adoption issues.”

  • AMR Research

“Spending has reached an all-time high, with expectations nearly as lofty. But implementation failure rates have not improved, nor have ROI metrics.”

- AMR Research


Vendor management

Vendor Management

  • Know clearly the expertise you want to leverage:

    • Product

    • Supporting Technologies

    • Sales process

    • Industry

    • Business consulting

    • Geographic

    • Offshore


Plante moran s vision for crm

Plante & Moran’s Vision for CRM

A collaborative work tool

for new business development and to manage client relationships

Marketing

Service

Closed Loop Integrated System

to manage marketing activities and effectiveness end to end

Sales

Usability, Flexibility and Visibility

for reporting over the long-term and ability to easily customize

Common Database

to better leverage firm relationships, identify new firm opportunities and track referrals


Challenges

Challenges

Competing Priorities

Data Migration

Timeline

User Adoption

Professional Staff vs. Sales Staff


Crm and vendor selection process

CRM and Vendor Selection Process

Goal: Build a collaborative work tool that allows Plante & Moran to create a proprietary knowledge base to assist in the firm revenue creation

Client

Practice Staff

Administrative staff

Marketing Team

Inputs

Outputs

Requirements

Selection Team

Leadership Team

Oversight

Vendor

Identification

Pre-meetings and interviews

RFP


Priority goal reporting

Priority Goal: Reporting!

State-of-the-Business Dashboard with Drilldowns

View data from multiple line of business applications

Drill down capabilities

Identify opportunities

Customized reports


Implementation

Implementation

  • Design

  • Prototypes

  • Periodic reviews

  • UAT

  • Data Migration

  • Designing Reports

  • Firm training plans

  • Marketing training plans


Post implementation support

Post-Implementation Support

  • Determining the evolution of the CRM solution

  • Collaborate with key groups to ensure value to end users and overall user adoption

    • Individuals with Sales experience (benefits of data to sales)

    • IT

    • Vendor

    • Marketing


Solution roll out

Solution Roll Out

Endorsement

Selling

Data

CRM

Marketing Training

Set Goals

Firm Training

Updates


Findings

Findings

  • CRM will give you tools to be more effective marketers by establishing target lists and measuring results

  • CRM does allow you to create proprietary intellectual capital for your firm which can give you a competitive advantage in winning new business

  • Your CRM system’s ability to synthesize and report data is directly tied to the contribution of the system to your efforts and adoption

  • Make rollouts fun and make your learners a success/don’t overwhelm

  • Give your users something back for the data they are putting in

  • Don’t underestimate data migration

  • Don’t underestimate data cleanup

  • Ability to import data and still have duplicate detection is complicated, but worth the extra effort


What is next for crm systems

What is next for CRM systems?

  • Emergence of Social

    • Order to the chaos…How do you protect the brand without being Big Brother?

  • Fragmentation of UX

    • Mobile, Social, RIA

  • Cloud

  • Comprehensive Customer Touch Points

    • Managing all customer touch points

  • Marketing Performance


Tomorrow s crm for plante moran

Tomorrow’s CRM for Plante & Moran

Future phases

Mobile capabilities

Data push to users

Real time tutorial


360 view of customer

360⁰ View of Customer

Sales team & territory planning

Lead management

Opportunity management

Account management

Forecasting & salesanalysis

Planning & budgeting

Marketing mix management

Campaign management

Response & lead management

Marketing analytics

360

Account & contact management

Interaction & knowledge management

Case management & scheduling

Real-time insight, reporting & analytics

Proactive sales & support


Thank you

Thank you!

Jeff Antaya, Plante & Moran [email protected]

Jason Ambrose, [email protected]


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