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Customer Relationship Management Overview. Fusion 08 Matt Resong. Introduction. Presenter Scope High Level Overview – CRM Module Use Information contained within the CRM Basics session is reviewed here is less detail. Reporting Capabilities Management Review Audience

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customer relationship management overview

Customer Relationship ManagementOverview

Fusion 08

Matt Resong

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introduction
Introduction
  • Presenter
  • Scope
    • High Level Overview – CRM Module Use
      • Information contained within the CRM Basics session is reviewed here is less detail.
    • Reporting Capabilities
    • Management Review
  • Audience
    • Anyone considering the CRM Module
    • Sales Manager’s
    • Management Team

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activities what are they
Activities – What are they?
  • An activity is a singular operation or process step
    • These can often times be associated to a distinct time frame.
    • These may be scheduled - calendar type events.
    • These may be associated to an account, contact, opportunity, and/or campaign.
    • These are normally “assigned to” or “performed by” someone.
  • Examples:
    • Receiving an RFP from a prospect contact.
    • Sending an estimate to a customer.
    • Calling a prospect to discuss a project.
    • Follow-up meetings/calls to quote(s).
    • Internal Company Meeting.

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is this an opportunity
Is this an Opportunity?
  • An opportunity is any work or potential work either requested by or anticipated from a customer or prospect.
  • Opportunities add to the sales pipeline.
  • Opportunities are normally associated to many activities.
  • Examples:
    • Prospect requests a quote for ACME Mailing Project.
    • Customer sends a new job to you, without a quote.
    • A prospect sends you an RFP.

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a campaign is a what
A Campaign is a What ?!
  • A campaign is a marketing or sales related effort being performed by your company.
    • Normally span a significant period of time – Weeks or Months.
    • Normally consists of many activities.
  • The end result is to generate opportunities and sales leads.
  • Examples:
    • Summer 2008 Mass Mailing to all Customers
    • Annual Customer Appreciation Event
    • Prospect E-mail marketing campaign

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crm accounts
CRM Accounts
  • Customer Accounts vs. Prospect Accounts
    • The primary functionality difference is the inability to create a job for a prospect account.
  • Usage
    • Can be related to:
      • Activities
      • Opportunities
      • and …

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crm contacts
CRM Contacts
  • A contact for an account contains different information than an account.
  • Contacts can be prospect contacts or customer contacts.
    • A customer may have prospect contacts.
    • A prospect may not have customer contacts.
  • Contacts can be associated to activities.

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account entry and use
Account Entry and Use
  • Creating anew
    • Account Categorization (Sales Info) options.
  • Viewing an account
    • Can create account level notes here.
    • Review contacts, opportunities, and activities associated to account.

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contact entry and usage
Contact Entry and Usage
  • Creating
    • CRM specific information includes:
      • Source Type
      • Various Flags (Booleans)
  • Usage
    • Creation of activities and notes within a contact.
    • Quick entry into the calendar.

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crm activities
CRM Activities
  • Entry
    • Points of entry
      • Direct
      • Account, Contact or Campaign
      • Automatically from an estimate
    • Information available for entry
  • Calendar applicability
    • Activities are designed to show on a salespersons calendar via assigned to designation
    • Activity type determines icon
    • Status determines visibility

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crm opportunities
CRM Opportunities
  • Creating a new opportunity
    • Points of entry
      • Direct
      • Account or Campaign
      • Automatically from an estimate
    • Entry of an Opportunity
      • Significance of Probability, Amount and Date Fields
        • Sales pipeline and Forecasting
  • Existing Opportunities

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crm campaigns
CRM Campaigns
  • Entry – Direct
  • Existing Campaigns
    • Campaign Notes
    • Adding Activities
    • Adding Opportunities

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crm calendar
CRM Calendar
  • Points of Entry
    • From Account or Contact
    • Direct
  • Viewing
    • Various “views” (Daily Weekly Monthly) and navigation.
    • Hovering over an item.
    • Clicking shows context menu.
  • Adding new activities
  • Specific salesperson calendar
    • Properly configured appliance shows only your activities.
    • View others by selecting from list.

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crm reports
CRM Reports
  • Activity Reports
    • Activity List
      • Determine activities and opportunities to display depending upon preference.
      • Determine salesperson ID, only using a range if you want more than one salesperson\'s activities in the report.
    • Past Due
      • Displays a list of activities shown as not yet completed for prior dates.
  • Opportunity Reports
    • Opportunity List report shows a simple list of opportunities based upon parameters entered when the report is run.
    • Forecast Report displays information relative to dollars within the sales pipeline.
  • Campaign List Report
    • Displays a simple list of campaigns and related information based upon parameters entered when the report is run.

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a salespersons perspective
A Salespersons Perspective
  • Reviewing account activity
  • Reviewing jobs in process
  • Reviewing future opportunities

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why crm a management perspective
Why CRM? – A Management Perspective
  • The employees will be able to work more efficiently.
  • All employees with access to the data can get up to speed and assist customers and prospects at a moments notice in the absence of the standard contact.
  • A global information store fosters information sharing intra-company and reduces training constraints for new employees.
  • Able to make better sales related decisions as more detailed information exists.
    • What types of customers should we pursue? Defining a target market
    • What areas are we strong/weak in after a quote is done? Analyzing opportunities.

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aggregating data
Aggregating Data
  • Custom Reporting Possibilities
    • Standardized marketing letters
  • Getting the most out of your data

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customer relationship management overview1

Customer Relationship ManagementOverview

Q & A

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