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Optimizing CRM Practices for Data Management and Client Relationship Enhancement

lew avatar
lew
9 diapositives · 233 Views · Jul 12, 2014

This analysis explores the recording and sharing of CRM data across various platforms, aiming to streamline information management. We focus on client-specific information, organizational details, relationship development, gathered intelligence, and business processes. The goal is to establish effective protocols for safe data sharing, improve individual and university-wide collaboration, and enhance customer service. Key benefits include smarter workflows, reduced duplication of efforts, and better relationship management, ultimately providing a professional partnership that adds value for clients.

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  1. USER NEEDS ANALYSIS Feedback

  2. How are we recording and sharing ‘CRM’ data? spreadsheets databases emails literature & documents Disparate systems paper other systems shared network folders word documents

  3. What are we recording? • Client specific info – leads, contacts, individuals, students, alumni • Organization info – size, sector, profile, accounts, credit check, hierarchy, roles & responsibilities • Relationship development – how contacted/responded, latest contact, visit & meeting notes, events attended, Uclan-based contact • Gathered intelligence – events & feedback, student placement • Level of business – amount given, projected income or spend, bid value • State – formal stage of lead or project e.g. contract approved • Notes – private/sensitive info

  4. What do we want to be able to record/do? • Linear history of activities/contacts which can be easily searched and reported on • Know what happened to a lead • Perform searches • Answer queries quickly • Have a forum • Produce reports more easily • Manage our workflow • Keep private/sensitive data within CRM but with very restricted access • Integrate with email but prevent mass emailing

  5. What business processes have we identified? CRM contacting prospects recording prospect/contact details responding to enquiries developing leads recording activities setting up events obtaining external funding developing contracts drafting proposals planning new courses managing placements nurturing business start ups Non-CRM creating and approving bids processing claims and invoices registration

  6. How/what can we share safely? • Proper protocols • “sharing agreement” (the rules we will live by) • Clear ownership of data • Designated roles and responsibilities • Restricted access rights • Good management • Audit trails and management action on mis-use • Data integrity • User training • No/very restricted mass emailing • Collaboration • Basic data can be fully shared • Sensitive data will have very restricted access • Publicize activities • Different ‘views’ of the data • Develop a culture where the relationship is king

  7. How will we benefit from CRM? As individuals: • We will be able to work ‘smarter’ • Reduce duplication of effort • Pull reports together more easily and quickly • Answer queries/direct enquiries more effectively • We will be able to develop better relationships • Find out who else is working with a lead/partner • Find out who has research interests in what • Deliver services in a more organized way • Work with each other • What we are working on will be ‘visible’ • Activities • Programmes, projects & products • Partners

  8. How will we benefit from CRM? As a university: • Business and Community Engagement • Know who are our customers/partners • Co-ordinate cross-disciplinary efforts • Collaborative working focussed on client • Spot opportunities and gaps in provision • Strategy • Approach to business development • Raise our profile • Opportunity to build research and apply research outcomes • Target and increase external funding opportunities • Management • Customer service, key account management • Income and forecasting • Know our competitors • Professional approach

  9. How will our customers benefit from CRM? • Improved customer service • Better management of their needs and issues • See us as a professional and trusted partner • Know what (else) we can offer them • Added value • A better overall customer experience