1.
A Question of Value
a) How does CRM help to increase customer satisfaction?
i)
More timely response to
needs
ii)
An improved and smoother
sales process
iii)
Better forecasting and
performance
iv)
Providing the correct
solutions at the right time
2.
Performance/Trust Continum
3.
Creating Customer Value
a) CRM helps to establish a competitive edge in providing added value and
differentiating the companies offering by creating process value.
i)
Two ways to add customer
value
(1)
Impressive cost or process
advantages (Southwest Airlines)
(2) Creating better consumer perception of value
4.
CRM and the Sales Organization
a) The sales force can be enticed to participate more fully in CRM if
i)
They are part of a team responsible for CRM
deployment
ii)
Clear direction is provided
to the entire sales organization
a) A CRM solution can play a critical role in the reorganization of a sales
department, both on the cause and effect sides.
b) On the cause side, new tools make it possible to segment the customer
base easily based on a criterion
i)
Like company size
ii)
Or market potential
c) In segmenting the sales operation, companies can use an inside sales
force to service the smaller accounts
i)
This provides the benefit of
reducing the cost per sale and providing better service since it is easier to
reach the inside person.
ii)
GBC (General Binding
Corporation) recently went through a reorganization of this sort and it was
very successful. CRM was implemented after the sales changes.
d) On the effect side, CRM applications have the ability to assign accounts
to the correct salespeople because of reorganization.
i)
This lets the company get on
quickly and easily with its plan. The newly assigned sales representative
gets immediate access to the account history, including scheduled follow-ups.
ii)
This lets them hit the
ground running and minimize the disruption caused by reorganization.
5.
Sales Engagement
a) Once sales is fully engaged in the CRM process, the company will be
prepared to deal effectively in a new sales environment with
i)
Different management
structure
ii)
Compensation platforms
iii)
Account assignments
iv)
Call plans
6.
The CRM Sales Cycle
a) In the CRM system, the campaign results are input into to the database
for future reference and promotional activity.
b) Successful campaigns build relationships. Long-term success breeds true
partnerships between companies.
7.
Conclusion
a) The success of the company and often their customer will be dependent
upon how well sales forces use CRM.
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