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Customer Relationship Management

Customer Relationship Management. Improve Your Client Relationship Management, Opportunity Management and Pipeline Management. Jeff Antaya and Plante & Moran. 12 th largest accounting firm in the US based out of Southfield, MI 1,600 professional consultants

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Customer Relationship Management

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  1. Customer Relationship Management Improve Your Client Relationship Management, Opportunity Management and Pipeline Management

  2. Jeff Antaya and Plante & Moran • 12th largest accounting firm in the US based out of Southfield, MI • 1,600 professional consultants • 19 offices throughout US and around the globe • CPA responsible for firm’s marketing, advertising, PR, communications, marketing technology and social media • Our Clients • Our Services • 97% satisfied customers • 16,000 clients • 12 Years on Fortune’s list of “Best Places to Work For” • Audit/Accounting • Business Advisory Services • Financial Advisory Services • Human Capital • Tax

  3. Jason Ambrose and Avanade • 9,400 professionals • 61 locations in 24 countries  • U.S. $864 Million revenue in FY08 • More than 20% YOY growth since our inception in 2000 – including growth in 2009 • Sr Director CRM Americas Service Line • Our Clients • CRM Expertise • Total of 3,400 customers served • Support more than 70,000 Microsoft Dynamics users worldwide • Largest Microsoft Dynamics CRM services provider in the world • Numerous Customer Excellence and Partner of the Year Awards

  4. Session Objectives • Share best practices around: • Business Development • Client Management • Tracking referrals inside and outside of firm • 360⁰ view of clients • Linking & tracking marketing initiatives • Linking & tracking business development efforts from beginning to end • How CRM can enable better management, maintenance and improvement of client relationships

  5. Customer Relationship Management Face to Face Fax Web Phone Mail Service Sales Actionable Business Intelligence E-mail Point of Sale Marketing xRM 360º Customer View Configurable Business Processes Service-Oriented Architecture On-Premise/ On-Demand Configure/ Customize Department/ Enterprise Single-Tenant/ Multi-Tenant Flexible Deployment

  6. Traditional CRM Vendors Have Failed • “User adoption remains a challenge, with 33% to 47% of customer management applications facing serious adoption issues.” • AMR Research “Spending has reached an all-time high, with expectations nearly as lofty. But implementation failure rates have not improved, nor have ROI metrics.” - AMR Research

  7. Vendor Management • Know clearly the expertise you want to leverage: • Product • Supporting Technologies • Sales process • Industry • Business consulting • Geographic • Offshore

  8. Plante & Moran’s Vision for CRM A collaborative work tool for new business development and to manage client relationships Marketing Service Closed Loop Integrated System to manage marketing activities and effectiveness end to end Sales Usability, Flexibility and Visibility for reporting over the long-term and ability to easily customize Common Database to better leverage firm relationships, identify new firm opportunities and track referrals

  9. Challenges Competing Priorities Data Migration Timeline User Adoption Professional Staff vs. Sales Staff

  10. CRM and Vendor Selection Process Goal: Build a collaborative work tool that allows Plante & Moran to create a proprietary knowledge base to assist in the firm revenue creation Client Practice Staff Administrative staff Marketing Team Inputs Outputs Requirements Selection Team Leadership Team Oversight Vendor Identification Pre-meetings and interviews RFP

  11. Priority Goal: Reporting! State-of-the-Business Dashboard with Drilldowns View data from multiple line of business applications Drill down capabilities Identify opportunities Customized reports

  12. Implementation • Design • Prototypes • Periodic reviews • UAT • Data Migration • Designing Reports • Firm training plans • Marketing training plans

  13. Post-Implementation Support • Determining the evolution of the CRM solution • Collaborate with key groups to ensure value to end users and overall user adoption • Individuals with Sales experience (benefits of data to sales) • IT • Vendor • Marketing

  14. Solution Roll Out Endorsement Selling Data CRM Marketing Training Set Goals Firm Training Updates

  15. Findings • CRM will give you tools to be more effective marketers by establishing target lists and measuring results • CRM does allow you to create proprietary intellectual capital for your firm which can give you a competitive advantage in winning new business • Your CRM system’s ability to synthesize and report data is directly tied to the contribution of the system to your efforts and adoption • Make rollouts fun and make your learners a success/don’t overwhelm • Give your users something back for the data they are putting in • Don’t underestimate data migration • Don’t underestimate data cleanup • Ability to import data and still have duplicate detection is complicated, but worth the extra effort

  16. What is next for CRM systems? • Emergence of Social • Order to the chaos…How do you protect the brand without being Big Brother? • Fragmentation of UX • Mobile, Social, RIA • Cloud • Comprehensive Customer Touch Points • Managing all customer touch points • Marketing Performance

  17. Tomorrow’s CRM for Plante & Moran Future phases Mobile capabilities Data push to users Real time tutorial

  18. 360⁰ View of Customer Sales team & territory planning Lead management Opportunity management Account management Forecasting & salesanalysis Planning & budgeting Marketing mix management Campaign management Response & lead management Marketing analytics 360 Account & contact management Interaction & knowledge management Case management & scheduling Real-time insight, reporting & analytics Proactive sales & support

  19. Thank you! Jeff Antaya, Plante & Moran jeff.antaya@plantemoran.com Jason Ambrose, Avanadejason.ambrose@avanade.com

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