Customer Relationship Management Basics

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Customer Relationship ManagementBasics

• Fusion 08
• Matt Resong

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Introduction

• Presenter
• Scope
• Basic day to day usage of the CRM Module
• Audience
• Anyone using the CRM module day to day
• Sales Manager
• Salespeople
• Customer Service Representatives

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Why CRM?

• To CRM or not CRM that is the real question
• Answer
• The dreaded because I was told to.
• You will be able to work more efficiently.
• All employees with access to the data can get up
  to speed and help you out at a moments notice.
• Management will be able to make better decisions
  for the entire company.

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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?

• 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 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

• Customer Accounts vs. Prospect Accounts
• All data is stored in the same place, regardless
  of account type.
• All accounts are called Customers in ePace.
• The Tables and Screens
• The primary functionality difference is the
  inability to create a job for a prospect account.
• Usage
• Can be indirectly associated to Campaigns via
  Activities.
• Can be directly associated to Activities,
  Opportunities, and

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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

• Creating a new account
• The importance of Customer ID and type.
• Account Categorization (Sales Info) options.
• Upon creation, the first contact record is also
  created.
• Viewing an account
• Can create account level notes here.
• Map functionality.
• Review contacts, opportunities, and activities
  associated to account.

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Contact Entry and Usage

• Creating
• CRM specific information includes
• Source Type
• Various Flags (Booleans)
• Importance of CRM flag
• Usage
• Creation of activities and notes within a
  contact.
• Quick entry into the calendar.
• Same Map functionality as accounts.

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CRM Activities

• Entry
• Points of entry
• Direct
• Account, Contact or Campaign
• Automatically from an estimate
• Information available for entry
• Context related filters
• 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

• 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
• When from estimating, a link to the estimate
  exists.

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CRM Campaigns

• Entry Direct
• Existing Campaigns
• Campaign Notes
• Adding Activities
• Must select the applicable campaign
• Adding Opportunities
• Cannot associate directly to a campaign. Must
  use an activity as an intermediary to associate
  an opportunity to a campaign.

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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
• Only Available in the Monthly View.
• Specific salesperson calendar
• Properly configured appliance shows only your
  activities.
• View others by selecting from list.

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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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Extending Functionality

• Leveraging ePace Station Queries
• Example Prospect Follow-up List
• Easily identify prospects with a scheduled
  follow-up call.
• Example Prospect information extraction for
  campaign
• Custom Reporting Possibilities
• Standardized marketing letters

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Customer Relationship ManagementBasics

• Q A