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CRM: In Quest of The Question. Tomi Dolenc, Damjan Harisch Arnes. The Answer is 42. We want to deal(communicate) with our customers in an efficient and professional manner At any time, we need to know who they are, what they’re up to and what’s on the agenda . Translates to:.

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Crm in quest of the question

CRM: In Quest of The Question

Tomi Dolenc, Damjan Harisch

Arnes


The answer is 42
The Answer is 42

  • We want to deal(communicate) with our customers in an efficient and professional manner

  • At any time, we need to know who they are, what they’re up to and what’s on the agenda


Translates to
Translates to:

  • Customer details

    • Contact person(s); their role

  • Services

  • History

  • (communication) plan

  • A mesh of data/relations

  • We simply want to keep them simple 


Now how
Now, How?

  • It seems we need to Manage our Relations with the Customer

  • Everybody has his own preferred model

  • There are tools/processes in place

  • One Tool that binds them all?

  • Strong desire to KISS


Where are we standing
Where are we standing?

  • Loosely connected info/tools for user adiminstration, ticketing (support) and providing services

  • Several propositions; Great Unifying Theory; never properly implemented

  • Coming: “Member’s Portal” (dashboard)

  • Communication: own set of issues, poorly managed info, new contacts (people)


Comm dept what do we want
Comm Dept: what do we want?

  • Manage our simple info, VIPs, track events, communication history

  • Make use of existing info

    • Rely on what’s there

  • Pick a tool?

  • Connect to the dashboard(?!)

  • Hope it can prove useful for others, too


Problems
Problems

Information:

  • Where?

  • How?

  • Up to date?

  • Accuracy

  • Transparency


Problems1
Problems

Communication:

  • Users

  • Inside the organization

  • History


Problems2
Problems

Working process:

  • Overview

  • Who?

  • „Forgetting“


Benefits
Benefits

  • Transparency

  • Reporting

  • Focus – using information

  • Procedures

  • Save time (costs)

  • Reminding


Data is everywhere
Data is everywhere

  • Central data base

  • Excel tables

    • Public

    • Private

  • Wiki

  • Member’s Portal” (dashboard)


Where how to start
Where/how to start?

  • Approach

    • Complete CRM

    • Inside out

  • Tool

    • Own development

    • Market


Fears
Fears

  • Time and money

  • People

  • Bad specifications

  • Not what we want

  • Reluctance to use

  • Flexibility / scalability


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