How Do I Optimize My CRM System?
Speaker: Jonathan Schloo
Transform Your CRM :: Part 2
0:10 – Video Start
So, in our experience, leading the wishes is usually the business management or business stakeholder, in terms of what they are looking for.
0:21 – Quality Integrity Design Method
We use the Quality Integrity Design Method to go through and look at the needs of management, CFO and users all together, and blend that into a common vision so that everyone agrees on what it is that you need to do so that you can move forward.
0:32 – What Management Wants
So, what management wants, number one is visibility, accurate reports, accountability, dashboards, progress towards metrics, and capturing business intelligence.
In September of 2007, I got a call from one of Canada’s largest insurance companies in downtown Toronto. The situation was that the president had asked for some key numbers from a customer service and customer retention perspective. And the VP of Client Relations threw up her hands, put down her foot and said, “I can’t do this. I just can’t do this with a 10-year-old, outdated CRM system. It’s not possible.”
And it’s true. You really can’t and that’s what usually leads the need for change or drives the need for change in terms of what they need. So imagine tomorrow morning you open up your computer and see exactly the reports you need. Can I see a show of hands of anyone who’s has that right now—that has all the reports they need exactly—the metrics? Wait until you see the next slide. It’s like the Christmas wish catalog from Sear’s that I went through as a kid.
1:41 – CRM Dashboard Example
So this is an example of what is called a dashboard. A dashboard is the next layer. A dashboard is the next level of reporting. So it used to be in the old days, reports were things you printed on those big, huge pieces of green computer paper and you got them once a month and they were two months out of date. The new way is dashboards. And what’s important about dashboards is that now, it gives management and users the ability to see how they’re tracking towards goals, how they’re tracking towards metrics. It does no good if you say to your users this is the standard, and then two months later you look at that and you see you’re way off. It’s better if you have that immediate feedback.
The things that you see on this—if you email me I’ll send you the presentation and you can look at it in more detail, but you can change selections on the fly. You can do “what if.” You can change different users, different date ranges. You can see how you’re tracking in a lot of different areas and just like a gage, it doesn’t just tell you a number, but it tells you how close you are getting to your target and what you’re trying to achieve.
So this particular dashboard here covers both sales and customer service. It blends both of those back into one database. Why this is important is that it gives you key information right at your fingertips to know how your group is doing without waiting for three or four months.
3:20 – Sales Territory Coverage Model
So this is another example of a territory coverage model, to make sure that your reps are reaching out to their existing customer base on a certain frequency, as an example. You can use it for anything that you want like that.
There are two key kinds of groups that I found. One is sort of the hunters, which are the people looking for sales and forecasting and pipeline, etc. And then the other is more of the—think of like an insurance company or financial institution where it’s not all about just hunting down the deal, but it’s about taking care of the customer, and nurturing the customer, and making sure that you’re doing a good job for that customer. That’s where these kinds of dashboards apply.