On the Habour Tour
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
Employer Relationship Management
From the Rolodex to SCRM
Science, Information Technology, Engineering (SITE) Co-op
June 18th, 2015 (The last presentation of the day)
Presented by Doug Gallant, Director, SITE Co-op
AGENDA
• Introduction
• Group Brainwork I – 10 min
• A Brief History of Employer
Development/Sales
• Sometimes They’re Just Not Into You
(Group Brainwork II) – 10 min
• Unification! Time to Evaluate
• Reflection – So What Have We Learned?
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
Group Brainwork Part Un! – 10 min
What is Employer Relationship
Management?
How does your team approach
Employer Development?
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
Employer Development at Dal’s SITE Co-op
A Brief History of Employer Development
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
A Brief History of Sales
Historical Timeline - Sales Era
Production Era
1900
Marketing Era
Sales Era
1920
1940
1960
1980
Customer Era
2000
2020
Product Orientation (1900 – 1930):
Product Availability
Sales Orientation (1930 – 1970): Sales
Function Appears
Production Era
Marketing Orientation (1970 – 1980):
Mass marketing
Customer Orientation (1990 –
Present?): Needs Satisfaction
Marketing Era
– Focus on the customer, not the
product
– Sales becomes a profession
Sales Era
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
Source: Sales Training Experts. (2006). Motivating Your Sales Team [Course Manual]. Halifax, Nova Scotia.
Customer Era
6
Professional Sales / Business Development
Consultative Selling – the process of meeting the needs
of prospective clients through relationship development,
thoughtful questioning, clearly articulated features &
benefits with a common commitment to solve clients
problems through a product or service. (Sales Training Experts)
Need Satisfaction Selling – the goal is to make informed,
mutually beneficial decisions (Learning International)
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
August 2006
CAFCE Conference 2006
Consultative Selling (Sales Training Experts)
The Sales Process
•
•
•
A process of joint
discovery
Your sole purpose is
to help the client (the
employer)
The client is NOT the
enemy (this includes
our end use client, the
student)
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
August 2006
CAFCE Conference 2006
Data
Information
Insight
Sale
Group Brainwork – Part Deux! (10 min)
Sometimes they are just not into you!
What are your employer
development challenges?
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
Customer Relationship
Management
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
What is CRM?
Technology
…many associate “CRM” with the software that empowers a CRM effort.
CRM can seem like it’s a technology. But it’s not. If a CRM initiative is going
to work, and customers are going to be better served, the catalyst will be
much more than new hardware and software. Technology is an enabler, but it
isn’t a solution. (CRM Resources, 2012)
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
11
The Evolution of CRM Technology
The Evolution of CRM
Marketing Orientation Era
Customer Orientation Era
Web 2.0 Enables Customer
Self-Serve Capabilities
dot.com Bubble Bursts
Contact Management
Launched
Customer Relationship
Management Coined
xRM Evolves
Sales Force Automation
eCRM Emerges
appears
Salesforce.com Launches
Force.com as CRM in "the
Cloud"
Salesforce.com Enters Market
as First SaaS for CRM
Database Marketing
SugarCRM First OpenSource
Provider
ACT!, Goldmine and
Maximizer
CRM Integrates Social
Networks, SCRM Emerges
Oracle Enters Market
Sage Enters Market
Microsoft Dynamics CRM
Siebel Systems Enters Market
SAP Enters CRM Market
1980
1985
1990
1995
2000
Oracle Aquires Siebel Systems
2005
2010
2015
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
Source:Furness, A. (2012, May 16). CRM Software History. Retrieved from Software Advice: http://www.softwareadvice.com/crm/#timeline
12
What is CRM?
Customer relationship
management (CRM) is an
information system that tracks
customers’ interactions with the
firm and allows employees to
instantly pull up information about
the customers such as past sales,
service records, outstanding
records and unresolved problem
calls. (Nguyen, Sherif, & Newby,
2007)
People
Technology
Customer Relationship Management Model
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
13
What is CRM?
Customer Relationship
Management (CRM) is a
combination of people,
processes and technology
that seeks to understand a
company’s customers. It is
an integrated approach to
managing relationships by
focusing on customer
retention and relationship
improvement. (Chen &
Popovich, 2003)
People
Technology
Process
Adapted from CRM Implementation Model (Chen & Popovich, 2003)
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
14
Employer Development at Dal’s SITE Co-op
That’s Fantastic! But so what?
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
Contact Management / Task Management
Contacts
Calendar: Meetings, Appointments
Tasks: Sales Calls, Quotes, Proposals,
Presentations, Prospecting, Reporting
Source: ROLODEX. Retrieved from
http://rolodex.com/products/
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
Early 80’s
16
Sales Force Automation (SFA)
Accounts
Contacts
Opportunities
1987 – circa 1992
Calendar
Tasks
Client/Server Architecture
Content Management Software
Sales Force Automation
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
17
Consultative Selling (Sales Training Experts)
Remember this?
The Sales Process
•
•
•
A process of joint
discovery
Your sole purpose is
to help the client (the
employer)
The client is NOT the
enemy (this includes
our end use client, the
student)
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
August 2006
CAFCE Conference 2006
Data
Information
Insight
Sale
Sales Process - Opportunity Funnel Model
Data
Information
Prospecting 20%
Needs Analysis 25%
Proposal 50%
Insight
Sale
Information
Needs
Information
Seeking
Negotiation
75%
Closed /
Won
100%
Information
Use
Knowledge Management of Sales Process/Opportunity Funnel and Choo’s General Model of Information Use
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
19
Sales Process is Knowledge Management
Prospecting 20%
Sense-making
Needs Analysis 25%
Proposal 50%
Knowledgecreating
Organizational
Action
Negotiation
75%
Closed /
Won
100%
Decisionmaking
Sales Opportunity Funnel as Choo’s Model of the Knowing Organization
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
20
What is CRM if not Knowledge Management?
CRM is:
• Knowledge
management strategy
People
• Enables people to
exchange information
• Leveraging business
processes
• Supported by
technology
•
Technology
Creates and captures
information
Information
Process
• Support decisions
• Actions that support
customers
Customer Relationship Management Implementation Model
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
21
Ye Olde Funnel @ SITE Co-op
Prospecting 25%
Prospecting
20%
Stage 1 – Identify
New Employers
Needs Analysis
Analysis 25%
25%
Needs
Proposal / Price Quote 50%
Proposal 50%
Negotiation
Negotiation/
Review 75%
Stage 2 – Handling
Interested Prospects /
Developing the Opportunity
75%
Closed /
Won
100%
Closed Won 100%
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
August 2006
CAFCE Conference 2006
Stage 3 – Gaining the
Posting / Job Posting
Process
e Great Merger of 2013 (Unification of STEM)
May 2014 - Re-assess
• Increase client
satisfaction
• Identify touch points
• Map customer
satisfaction to
expressed needs
• Increase effectiveness
through coordination
• Determine best CRM
platform that aligns
8 Influence Principles
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
The Revised Opportunity Funnel (CX Model)
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
CRM and Social Media = SCRM
Opportunities
Accounts
Prospecting 20%
Needs Analysis
25%
Lead
Contacts
Proposal
50%
Negotia
tion
Close
75%
d/
Won
100%
Calendar
Tasks
Orders
Service
Campaigns
Lead Generation
Communication
February 17, 2015 | presented by Doug Gallant
Employer Relationship Management
26