Week 4 CRM
Week 4 CRM
Week 4
www.EcoDirectKoffie.com
www.EcoDirectKoffie.com
investigate.
The Client
Eco Direct Koffie Inc., a Canadian company operating throughout North America operates
under license to Farmers Direct Coffee of the Netherlands reshaping the coffee world by
providing truly sustainable, transparent and traceable coffee, that's what we do!
Making the coffee chain shorter and more transparent from Farm to Cup, with beans straight
from the farmer at a fair price, without intermediate traders. And not just shorter, but 100%
sustainable and transparent.
That way, as a coffee expert you know exactly where the quality coffee comes from. We
strive for innovation on the coffee market. As the first coffee brand in the world where the coffee
farmer really is a co-owner. This doesn't mean only a good price for the farmers coffee beans,
but the farmer also participates in the company results, without this leading to price increases.
Our services include ethically, sustainably sourced specialty coffee beans, roasting and private
label packaging and licensing of our proprietary, transparent Blockchain technology APP.
Learning Objectives:
§ CRM strategy
§ Business Goals and CRM Objectives
§ Organizational Dynamics & CRM Player
§ Sales Channels & Internal Requirements
focus.
strategy + goals + requirements
DEVELOPING A CRM STRATEGY
Any carefully devised plan of action.
CRM payback is experienced in 2 stages
• Bigger changes to align the business to the needs of the most attractive
customers in the market.
Why ‘strategy before structure’?
17
Five steps to developing a CRM strategy
18
Business Goal & CRM
Objectives
19
How is CRM strategy defined?
CRM strategy defined
23
Key CRM strategic objectives
Grow lead generation by X% by DATE
24
Organizational Goals to CRM Objectives
Overall Organizational
CRM Objectives
Organizational Goals
Goal
Other examples of organizational goals
AND related CRM objectives
Organizational Goals – Revenue Related CRM Objectives (Broad)
Growth through:
Increase customer profitability Decrease churn
Increase customer retention
Increase customer loyalty
Enhance cross-sell and up-sell opportunities
Acquire new customers Improve lead numbers and quality
Increase marketing campaign response
Increase number of SQLs
Increase customer advocacy
Understand your competitive landscape
27
Figure 1. CRM strategy. (Hawkins, 2019)
Competitive positioning
28
https://www.youtube.com/watch?v=kshIWIc15yg
Understanding value
30
Understanding value
31
Value proposition defined (again)
32
What is a CRM Vision?
A CRM vision is a high-level statement of how CRM will change a
business as it relates to customers:
7 Don’t let up but keep driving change and promoting the vision.
49
Figure 4. Buy-In Matrix. (Buttle & Macklan, 2019)
Organizational Roles and CRM
campaign
manager
marketing market
manager analyst
account
manager
customer customer
relationshi service
p manager agent
Use marketing
automation for
customer and
market
segmentation,
and lead
management –
as a start.
Use automation
tools for campaign
management,
email and direct
mail campaign
management and
marketing
optimization.
Depending on
their role, CSA’s
use Operational
CRM systems that
range across
sales, marketing
and service
applications.
Fluency with
marketing or web
analytics is essential
for market analysts,
who need to able to
choose the right
analytical approach for
different types of data.
Make use of
applications such
as account,
contact,
opportunity,
quotation and order
management, as
well as sales
forecasting.
63
Figure 7. Gap Analysis. (“mycustomer,” 2019)
Data review and gap analysis
need-to-know like-to-know
• Information needed for • Information
CRM purposes that might be useful at
some future point.
Data Migration
• What data needs to be migrated?
• Cleanse the data you have – keeping in mind privacy regulations
66
Figure 9. Leads. (Hawkins, 2019)
Lead and contact management
67
Figure 10. Leads. (Aten, 2019)
Create pipelines and deal funnels
68
Figure 11. Pipelines. (Hawkins, 2019)
Email communication
69
Figure 12. Email. (Aten, 2019)
Reporting and analytics
70
Figure 13. Reporting. (Aten, 2019)
Sales performance goals
71
Figure 14. Sales Performance. (Aten, 2019)
Typical sales channels
Controlled Coordinated
contact contact
pattern pattern
Stratified
contact
pattern
Traditional personal contact patterns
KAM ABM
Key Account Management (KAM) basics
Greater
Vendor
concentration Customer
of buying Globalisation reduction
programs expectations
power
Kam Implementation
Partnering organizations
A model of KAM development
• Next Week: