CRM Overview
Morges – November 5th 2013
Hervé Bisquer
Manger Professional Services
CRM is easy for you.
Jérôme Lemoine
Senior Manager Sales & Alliances
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GREM – CRM Overview
Agenda
CRM Overview
CRM: Basics
How to Step In
Market Players
& Trends
Making the
right choice
CRM is easy for you.
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GREM – Morges, November 5th 2013
 Customer Relationship Management
CRM is easy for you.
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GREM – CRM Overview
Customer Relationship Management
CRM: Definition
“Customer Relationship Management (CRM) is a
model for managing a company’s interactions with its
current and future customers. It involves using
technology to organize, automate, and synchronize
Business Processes – mainly sales, marketing, customer
service, and technical support.”
CRM is an essential component of your
Strategy and not only a technology.
CRM is easy for you.
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GREM – CRM Overview
Customer Relationship Management
Web
CRM: Components
Channel
sales
Analytics
Mobile
Marketing
Direct
sales
Social
Sales
Services
Field
service
In store
Contact
center
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Architecture
& integration
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GREM – Morges, November 5th 2013

How to Step In
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GREM – CRM Overview
How to Step in – Implementing the CRM Strategy
From Vision to Strategy and Execution
1. Corporate Vision & Strategy
toward its Customers
2. Adequate CRM Strategy
to achieve the Vision
3. Refined CRM Strategy: Business
Processes, Customer Insights &
Interactions
4. Optimized Processes implemented
through Technology Means
CRM is easy for you.
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GREM – CRM Overview
How to Step in
Convert your Vision in an Execution Strategy
Strategy Map
 Vision & Strategy
 What does your
company wants to
achieve
 Expected benefits
 CRM maturity
evaluation
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As-Is & To-Be
 Where do we come
from?
 Where do we want
to go?
 Processes mapping
 Gap analysis
Roadmap




Strategy execution
Governance
Technology means
Roadmap
Execution
 Program & projects
 Requirements
transformation into
an efficient &
scalable solution
 Phased approach
 Best Practices
 Change Mgt
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GREM – CRM Overview
How to Step in
Key success factors
Understanding of
CRM Projects
Understanding of
Requirements
Size & Complexity of
Solution
Motivation to Start
Regulatory Rules
Geographic Dispersion
of key users
Sponsorship
Time Available
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GREM – CRM Overview
How to Step in
Choose the right approach!
CRM is easy for you.
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GREM – CRM Overview
How to Step in
Choose the right approach!
Agile
Classic
Think Big
Start Small
Scale Rapidly
Big Bang
Large Project/Programs
Agile VS Classic project approaches to quickly bring value
and assure a secured shift
CRM is easy for you.
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GREM – Morges, November 5th 2013

Market Players
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GREM – CRM Overview
CRM Market Players
And the main Market Players are …
SFA
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Services
Marketing
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GREM – Morges, November 5th 2013

Market trends
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GREM – CRM Overview
Market Trends
5 key trends of CRM
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GREM – CRM Overview
Market Trends
Cloud or not Cloud? This is an interesting question …
CRM is easy for you.
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GREM – Morges, November 5th 2013

Making the right choice
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GREM – CRM Overview
Making the right choice
The Path to Success – Key Factors

Adequate attention to business needs and goals

Clear and complete definition of requirements

Strong business case

Early involvement of users

Clear project success criteria

Realistic expectations

Proven technology and committed vendor
 A structured Framework is a prerequisite
Sources: KPMG, the Chaos Report , the OASIG Study and Robert Frese.
CRM is easy for you.
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GREM – CRM Overview
Making the right choice
Use a solid CRM Framework!
CRM is easy for you.
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GREM – CRM Overview
Making the right choice
You choice will impact your company on the long term:
use a structured methodology!
Minimize the
level of risk
Methodology
Clearly
justify the
tool selection
Ensure
neutrality
Standard
KPIs
Predefined
Value
added
Templates
Maximize
the
adherence
of future
users
Respect
segregation
of duty
Comparison
criteria
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Prepare solid
project
foundations
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GREM – CRM Overview
Making the right choice
Examples of deliverables
Define the
Short List
Respond to Supplier
Questions
Identify Evaluation
Categories
Create Evaluation
Points, Scale and/or
Weights
Convene the Evaluation
Team, Distribute and
Evaluate Proposals
Suppliers First Proposal
Review & Presentation
Phase
Select Short Listed
Suppliers
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CRM Overview
Morges – November 5th 2013
Thank you for your
attention
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