Customer Relationship Management (CRM)
What is CRM? Relationship Management
with Customers has been around as long as business has been around, but
the phrase CRM has only been around a couple of years. The BASIC
definition of CRM is to "combine technology and business strategy to
give an organization a 360 degree of their customers in a way that
continually enhances and strengthens the relationship." CRM makes the
relationship with a customer/client geometric as opposed to linear.
There are three main areas of the geometric loop that CRM addresses,
they are: Marketing, Sales Process/Sales Force Automation, and Customer
Service/Care. At all times a customer is in any combination of these
three areas. If your product truly is a one time purchase only, then
effective CRM will still generate referrals.
According to the Gartner
Group, enterprises that fail to establish strong relationships with
their customers will erode their competitive positions by 15-20%
annually.
How are your customer relationships? How satisfied are your
customers? Do you provide them with the best service available? OK, so
the answer to these questions are, "Great", "Very", and "Yes", how would
the customers that you have in mind answer the same question? According
to Gartner, 70% of enterprises believe they provide their
customers good service while only 46% of their customers agree.
Who else in your organization touches that account? A "touch" is any
communication or interaction between anyone in your organization and
anyone in the customer's organization. That can be a service technician,
a support person, even someone in payables asking them about a late
payment. So, how are your customer relationships? How satisfied are
your customers? Do you provide them with the best service available? Do
they like you and your company?
If you have concerns now about the answers to these questions then click
on HELP to get answers to your concerns.
HELP!
IDC has
predicted that worldwide CRM will be a $101 billion industry by
2007, and the application sales alone will reach $11.4 billion in
2008. So what does that mean to you? That represents a substantial
growth and that many more businesses will be implementing a CRM
solution. Will any of them be your competition?
How is Pratt Computing Technologies different from
everyone else?
Why
do CRM implementations fail?
Why
should I implement CRM now?
The average knowledge
worker spends 50% of the time looking for information;
the number of copies an organization makes of each document
averages 19. An enterprise with 1,000 knowledge workers
can lose anywhere from $2.5 million to $3.5 million
annually looking for information and an additional $15
million in lost revenues.
Wouldn't it make sense to have documents stored electronically
and attached to the account, contact and /or Sales Opportunity?
Guerrilla
Relationship Management, it's CRM with an attitude. An application
adapted to the proven principles of Guerrilla Marketing. Guerrilla
Relationship Management successfully uses Guerrilla Marketing to take
CRM to the next level.
Click here for Guerrilla Relationship
Management
To
reach Doc Pratt
Pratt Computing Technologies, Inc
10420 Jackson Oaks Way SUite 202
Knoxville Tennessee 37922
865-693-0900 Ext-11
Docpratt @ prattonline.com (spaces on either side of
the"@" sign are there to prevent email farming)
How is
Pratt Computing Technologies different from everyone else?
Pratt Computing Technologies
is different in a number of ways. Since the company was formed in 1985,
we have been a technology support service provider in East Tennessee for
twenty years so we understand Customer Service and how it works.
Customer Service is probably the most important element of CRM since it
keeps the customer in the loop. Doc Pratt is a programmer who has
written many "CRM" type applications and even given talks nationally on
the topic long before "CRM" came into being. The platform we use is
CommenceRM and we can modify the application to fit our clients’ needs.
Doc Pratt is also a Certified Guerrilla Marketing Coach and helps
clients integrate Guerrilla Marketing into CRM and holds workshops on
how to Implement Guerrilla Marketing attacks. Doc Pratt is also a
Fortune 100 CRM consultant and has worked with the Business Solutions of
Sprint in Overland Park, KS to implement a CRM solution that has been
outstandingly successful with an incredible ROI.
So how are we different?
Do you want a proven application that can be modified to fit the way you
do business?
Would you like to strengthen your CRM application with the Strategy and
Tactics of Guerrilla Marketing?
Wouldn't you prefer to work with someone who is more than a consultant,
someone who uses the application also?
We believe that you shouldn't have to change the way you do business
just to use a CRM application. If your way works then we will adapt the
application and give you a solution tailored to your specific way of
doing business. We provide WYWIWYG applications (what you WANT is what
you get).
Are you ready to find out more about how to take you business to the
next level? Move us up!
Back to
Questions
Why do CRM implementations fail?
Every time an implementation of CRM fails to
meet expectations, if it is a failure there is usually a number of
reason behind a dominant reason. Sometime the failure is in the
expectations and the time frame for success, and not in the application.
One of the attributes of Guerrilla Marketing is to be patient, CRM is a
process that won't generally generate overnight success.
Here are some of the reasons for CRM to not meet
expectations.
Trying to start using the application without a
clear strategic plan of how to manage the relationships and what
information is important to maintain.
Not having everyone involved in the process on
board with the idea. If there are people responsible for entering data,
and they don't know what to or are left out of the loop.
Trying to implement an out-of-the-box CRM
application that can't be modified to be a good fit. To have success
there has to be give on both sides, but the application has to be able
to be modified to meet the customers needs. Modifications that take too
long, or are performed "in-house" tend to never catch up with the need
for change and projects never get completed.
People are resistant to change, especially most
of the people who would be entering data in a CRM application. A CRM
application has to be easy to learn and use, and must be implemented
quickly.
Avoid turf battles! IT needs to recognize that
CRM is going to help everyone in the business including them. They also
need to recognize that Sales and Marketing probably knows more about CRM
than IT people do. If everyone stays in the area that they do their area
of expertise and things will be much smoother.
Tell me ways to have
CRM SUCCESS!
Back to Questions
Why should I implement CRM now?
Contrary to popular belief, CRM solutions are
not all alike. Businesses are constantly searching for ways to work
faster and smarter while reducing their cost of operations. Companies
both large and small are beginning to realize that they don't need
overly complex or costly solutions to efficiently manage customer
relationships. In order to maintain a competitive edge, you need an
adaptive organization that can efficiently manage human interactions and
automate business processes and information flow. Organizations are
beginning to turn their attention to more affordable, easier to use
solutions that address specific business requirements.
The issue everyone is facing is that vital
customer information is spread throughout their organization in contact
managers, back office systems, and excel spreadsheets and is often
difficult to attain. Employees spend a significant amount of time trying
to determine where or who in the organization has the information they
need to address customer inquiries. Management recognizes this problem
and realizes that in order to become a more efficient sales and service
organization they must get the right information in the hands of the
right people at the right time. The question has become at what cost?
CRM has the capability of dramatically
increase your ability to stay in contact with the various people that
work for your accounts. This multi-dimensional view enables you the
ability to target specific groups of people within multiple accounts and
position your self as "the expert" in your field and ultimately achieve
top of mind awareness (TOMA) with them. If that in itself is not a
good reason to implement a CRM solution before your competitor, then how
about better flow of information, increased sales, increased profits,
and increased customer base.
What is a multi-dimensional view? How about a four dimensional view
Guerrilla Relationship Management
Show me more
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