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CRM: In Quest of The Question

In our initiative to enhance customer communication and professionalism, we aim to gather vital customer information like contact details, roles, services, history, and communication plans. The challenge lies in simplifying these complex data sets. Managing customer relations requires a unified tool that aligns with our communication and service goals. We are currently faced with fragmented user administration systems, support ticketing, and service provision tools. The upcoming "Member’s Portal" aims to streamline these processes, particularly for communication departments that seek efficient information management and event tracking. However, challenges persist in information accuracy, communication transparency, and workflow optimization. To address these issues, we need a comprehensive CRM strategy that leverages existing data resources and enhances user experience. The implementation may bring about time and cost savings, improved reporting, and better data utilization for operational efficiency.

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CRM: In Quest of The Question

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  1. CRM: In Quest of The Question Tomi Dolenc, Damjan Harisch Arnes

  2. 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

  3. 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 

  4. 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

  5. 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)

  6. 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

  7. Problems Information: • Where? • How? • Up to date? • Accuracy • Transparency

  8. Problems Communication: • Users • Inside the organization • History

  9. Problems Working process: • Overview • Who? • „Forgetting“

  10. Benefits • Transparency • Reporting • Focus – using information • Procedures • Save time (costs) • Reminding

  11. Data is everywhere • Central data base • Excel tables • Public • Private • Wiki • Member’s Portal” (dashboard)

  12. Where/how to start? • Approach • Complete CRM • Inside out • Tool • Own development • Market

  13. Fears • Time and money • People • Bad specifications • Not what we want • Reluctance to use • Flexibility / scalability

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