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Unleash the power of Online Trading, with CRM

Unleash the power of Online Trading, with CRM. Steve Orriss James Pennington. Agenda. Steve CRM Background Managing processes with (and without) CRM James Case Studies Q&A. Customer Relationship Management. The art/science of using information to find, acquire and retain customers.

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Unleash the power of Online Trading, with CRM

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  1. Unleash the power of Online Trading, with CRM Steve Orriss James Pennington

  2. Agenda • Steve • CRM Background • Managing processes with (and without) CRM • James • Case Studies • Q&A

  3. Customer Relationship Management • The art/science of using information to find, acquire and retain customers. • The people, processes, and technology questions associated with marketing, sales, and service. Source: CRMAdvocate.com • Originally, a philosophy putting the customer at the centre of everything a business does • Now, a term describing ICT applications giving a business the ability to systematically increase their knowledge of their customers

  4. CRM – why bother? • Store all details of all your customers in one place • Name, address, phone, email, url, quotes, purchases • but also industry sector, size etc. for market analysis • Manage the process of handling new leads • Remind you when you need to take action with a customer or lead • Manage eMarketing activity • Make customer history data readily available to all employees

  5. What is the Goal of an SME? • To make money • What must you do to make money? • Sell something • What must you do to make MORE money? • Sell more to current customers • OR find new customers

  6. Selling to current customers - No CRM Customer Buy something Marketing

  7. …and with CRM Store data Analyse Data Website Customer Buy something Create Target List Follow up Targeted E-marketing Customer Relationship Management

  8. Finding new customers – No CRM Market Possible Customer Buy something

  9. …and with CRM Details in Database Identify Possible Customers Marketing (update db) Follow up Buy something CRM System

  10. …so you can’t sell online • You still need a customer database • You still need to be able to analyse it and do targeted marketing • Issue: getting the data in to the database

  11. Enquiry management with CRM Quote OK? Review quote Send enquiry Yes Customer Data in CRM Assign work No Administrator Re-quote Create quote Send quote to customer Estimator Call Customer Take order Sales

  12. Case Study 1 – Rainbow Safety Signs • Manufacturing business • Lead Management • Handling telephone sales • Tracking effectiveness of staff

  13. Case Study 2 – Severn Partnership • Professional Services business • Core Business Application • All work logged and tracked • Reasons for losing work • Quick reports for revenue generation

  14. Case Study 3 – National B2B Centre • Lead and project management • Website integration

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