CRM: THE ESSENTIAL GUIDE - Five Principles for CRM Success
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
WHITEPAPER CRM: THE ESSENTIAL GUIDE Five Principles for CRM Success www.aptean.com
WHITEPAPER CRM: THE ESSENTIAL GUIDE 2
ABOUT
Without customers, a company cannot survive. So it’s no surprise that
customers influence the way companies in every industry conduct
business. The challenge is how to effectively manage interactions to
best serve customers and prospects while staying aligned with evolving
business goals, including growth and profits. The customer-centric
companies achieving the greatest success today use flexible customer
relationship management (CRM) solutions to manage the customer-facing
processes of their business and implement their customer-centric vision.
This guide provides insight to help you take a more customer-centric view
of your business. It walks you through how to weigh and consider your
CRM options, answering questions such as:
• How can CRM address customer-facing processes unique
to your industry?
• How can CRM work with your company’s specific
business processes?
• What CRM capabilities are available that will help you keep
pace with rapid changes in your business and market?
• How can CRM deliver quantifiable business results?
• Are there CRM implementation approaches that mitigate
the expense and risk for your business?
www.aptean.comWHITEPAPER CRM: THE ESSENTIAL GUIDE 3
Companies need to take a strategic and informed approach Featuring real-world CRM lessons from:
to their customer relationships and CRM selection. Over the
• Allianz Dresdner Asset Management
years, some companies have spent large sums on CRM only
to have it fail to deliver the results they had hoped for. When • Beazer Homes
CRM deployments do not meet expectations, it is often due to • Boca Developers
a lack of clear business strategy or executive sponsorship, poor
• Calamos Investments
technology fit, inadequate planning, or a combination of these
factors. As explained in this paper, CRM is first and foremost • Centex Homes
a strategy, and CRM technology enables and supports this • Centra Software
unique business strategy—not the other way around. To avoid
• ESRI
common pitfalls, it’s important to be aware of this and other
• Farm Credit Services of America
core CRM success principles discussed in this guide.
• Flag Choice Hotels Limited
With an ever-increasing number of factors to consider in CRM
• Savills
system selection, it can be difficult to navigate technology
options with confidence. One of the best ways to learn how • Micro Focus International
to achieve CRM success is to look at how other companies • North Shore Credit Union
have made it work for them. Our customers and prospects
• Regus Group plc.
continually provide us with insight that we’ve used to
refine our CRM solutions to better fit their needs. With the • Sage Products
complexity of CRM system evaluation in mind, we’ve gathered • Sharp Electronics
a combination of our customers’ success stories, research,
• Softrax Corporation
and our own CRM insights (gathered across more than 2,000
implementation experiences) to create this guide to help • Syngenta
companies like yours take a considered approach to CRM • Warehouse Stationery
evaluation, informed by real-world success.
This guide distills insights from customers, prospects, industry PRINCIPLE 1: CRM IS NOT
A SOFTWARE PURCHASE.
analysts, and the press down to five key principles for CRM
success. Use these five principles as a guide for selecting the
right solution and, ultimately, deploying CRM successfully. IT’S A STRATEGY.
These principles will help you develop a CRM strategy that No technology—no matter how sophisticated—can be
is executable, measurable, and aligned with your company’s successful without a strategy to guide its implementation and
strategic goals. use. Business strategy and technology must always work hand
in hand to bring a customer-centric plan to fruition.
Among the companies profiled in this guide, one calls CRM
the “glue” that holds their business together. Another CRM solutions can help you get to know your customers
describes CRM as their “backbone.” One more states better, understand their needs, and respond to those needs
CRM “has opened many doors.” For all of them, CRM is to create a valuable customer experience. But without a solid
fundamental to their business success. CRM strategy based on clear goals and a particular vision
of the customer experience, technologies alone will fail to
www.aptean.comWHITEPAPER CRM: THE ESSENTIAL GUIDE 4
achieve a customer-centric outcome. As Gartner Research Developing your CRM strategy is one of the most difficult
advises, companies evaluating CRM options should “keep building blocks of CRM success, because it cannot merely be
in mind that CRM is—and will continue to be—a business based on a simple set of rules or mirror another company’s
strategy that requires the proper alignment of people, strategy. Your CRM strategy must be informed by your
business processes and technology to create long-lasting, company’s goals, customers, conditions, and environment—
profitable relationships.”1 Consequently, before your as such, it must be unique. If you asked ten of our customers
company even considers assembling lists of requirements or to describe their CRM strategies, you would likely get ten
evaluating available solutions, it should take the time and different answers, which merely goes to prove that when
effort to clearly articulate its CRM strategy and goals. done right, CRM helps create differentiation across firms,
not uniformity.
With this understood, how should you embark on defining
your CRM strategy? Though each CRM strategy is unique, there are often
similarities in the kinds of goals companies are looking to
Companies looking to become customer-centric must
achieve. Gartner surveyed mid-sized businesses to learn
develop CRM strategies that make customers—more than
about their CRM goals and objectives. Not surprisingly,
products, processes, or even profits—the focal point of
top CRM objectives among these firms included a desire
their business. Start by looking at how your enterprise can
to obtain a 360-degree customer view and to automate
build value through stronger customer relationships and
and manage sales-related processes. Other common goals
improved customer loyalty. Then define the full arc of the
include reducing cost of service, improving collaboration and
experience you want your customers to have: an experience
efficiencies, accelerating the sales cycle, managing leads more
distinctive, consistent, and positive enough to cement deeper
effectively, and deriving greater insight into sources of value
relationships and enhanced loyalty. Above all, it is this
and opportunities for cross-selling and up-selling within the
experience—from first encounter through post-sales service—
customer base.
that will determine whether your customers buy more, stay
longer, or recommend you to others. Beyond just benefiting customers, a successful CRM strategy
must be congruent with an organization’s greater business
In the words of Gartner Research, a customer-centric CRM
goals. As Gartner Research notes, “CRM benefits come
strategy “aims to effectively manage the customer life cycle
from using customer insight to deliver relevant, value-added
from selection and acquisition through retention and cross-
products and services that benefit the organization making
sell.”2 It takes its direction from the company’s business goals
the investment as well as the customers affected.
and aligns those goals with the company’s customer-facing
”3 Companies need to define their business needs first to
channels and processes.
ensure their CRM investment aligns with the people and
To develop a solid CRM strategy, you must understand the processes that support their objectives.
market, industry, and customer drivers that influence the
Our most successful customers have been those that have
selection and use of your company’s products and services.
taken this principle to heart and taken a strategic approach
You should also understand your competitive environment
to CRM. Their experiences show a close correlation between
and consider how your firm can differentiate itself from
CRM vision and business strategy.
competitors through the customer experience. You should
carefully consider the impact and requirements of your
strategy across different geographies, languages, markets,
and channels.
www.aptean.comWHITEPAPER CRM: THE ESSENTIAL GUIDE 5
CUSTOMER INSIGHT: Build your CRM For many of our customers, CRM is a driving force of their
vision by first defining a valuable corporate vision and has enabled a multi-channel approach for
customer experience. customer interactions that span customer-facing departments.
Your CRM vision should be more than an organizational
CASE STUDY: ESRI
mission statement. Too many companies create a great
ESRI is the world’s leading producer of geographic
customer-centric slogan without any supporting initiatives—an
information systems (GIS), serving 300,000
approach that can create more backlash than goodwill. CRM
organizations around the world with more
is about more than optics and claims—it’s about aligning
“
than one million users. For them, CRM supports
your organization’s data and processes
core operational and business functions, but
With Pivotal to create a customer experience that
just as importantly, it enables ESRI to serve its
CRM, we can supports these claims.
customers better.
handle any of A CRM vision is not a “nice-to-have”
“You can never look at anything related to CRM
our business element of a CRM strategy; it’s
as a departmental implementation—if it can’t go
processes, a necessity. As Gartner Research notes:
company-wide, then it doesn’t belong,” explains
workflows, and A CRM vision must span the customer ESRI’s director of sales operations, Jeff Peters.
data integration. life cycle and all points of interaction, “We have always been very customer-centric.
The problem was finding a system that could
From a business and it must use the customer
experience as a design point for support this customer-centric company approach
perspective, users and then reengineering our approach to data, to
the vision. Without vision, there is
can ask for new no primary objective for customer architecturally support that solution.”
functionality in treatments. For most CRM initiatives,
CASE STUDY: Farm Credit Services of America
the software and this will result in limited improvements
Jim Greufe, vice president responsible for CRM
we can give it to that are often isolated in a single point
at Farm Credit Services of America, views CRM as
within a business process. This will
them quickly. This a fundamental strategic asset. Their corporate
is one of Pivotal “ fail to improve the overall customer
experience, drive revenue or grow
mission statement bears this out: “Serving rural
America with financial solutions, one relationship
CRM’s strengths. customer value. Some strategies focus
at a time.”
on only one aspect of the customer
Dario Vettor
life cycle (such as acquisition) at the “Our customer relationship management strategy
Director of IT, Mold-Masters
expense of others (such as retention). is a driving force of our corporate vision,”
The vision needs to look holistically across the customer life explains Greufe. “We continuously strive to
cycle, from selection and acquisition to retention and cross- deliver a higher standard of customer care to
sell, and bring about decisive change.4 more than 59,000 farmers and ranchers that live
and work the rural areas of the Midwest. Pivotal’s
Your CRM vision provides a rationale for your strategic
CRM solution is the cornerstone to the success of
and tactical CRM initiatives. It helps avoid the pitfall of
our CRM strategy.”
focusing CRM activities too narrowly on a single part of the
customer experience or lifecycle. Without this vision, a CRM For both ESRI and Farm Credit Services
implementation’s full potential for revenue growth and of America, CRM is not a technology; it’s
customer loyalty cannot be realized. a fundamental driver of their corporate mission.
www.aptean.comWHITEPAPER CRM: THE ESSENTIAL GUIDE 6
CUSTOMER INSIGHT: Conduct business on open retail locations, they consulted customers
your customers’ terms. and discovered that rather than visiting a branch,
It’s no surprise that in looking for areas of improvement, most they wanted to carry out banking and financial
organizations will focus primarily on the things that they can services dealings at their own place of business.
understand and influence most easily, such as technology And by implementing a mobile CRM solution,
and processes. Unfortunately, this can be an error, resulting that’s exactly what Farm Credit Services of
in inwardly focused CRM initiatives that provide minimal America has been able to provide.
value to customers and prospects. Identifying and meeting
“Our customers are proud of their operations;
customer needs should be the primary goal of relationship
they want to show us their business,” explains
management. Successful CRM strategies take the customer’s
Greufe. “So we knew we had to have the ability
point of view into consideration and build it into the
to transact commerce at their place of business,
company’s business processes.
on their terms.” Mobile CRM provides a fully
Understanding your customers’ needs allows you to provide integrated, web-enabled CRM solution for
a relevant and differentiated experience. Building this real-time access to critical data with or without
understanding into your CRM system and processes can also a network connection.
improve the effectiveness and efficiency of your interactions
By listening to customers and conducting
with customers. This can thus result in a “win-win” scenario:
business on their terms, Farm Credit Services
the right CRM tools support marketing, sales, and customer
of America has created a clear competitive
service practices that please prospects and increase customer
advantage, enabled by CRM.
satisfaction, while keeping the company productive, effective,
and efficient behind the scenes.
CUSTOMER INSIGHT: One global view.
Gathering information about your customers’ needs and Myriad local relationships.
preferences through your CRM system enables you to focus CRM should allow you to easily share customer information
efforts on providing solutions for the customer, rather across organizations and geographies. When devising
than pushing product—an approach that often improves a strategy to connect customer-facing employees in one
sales figures. For one of our customers, understanding country with counterparts in another, it’s important to
clients’ needs fundamentally changed how they think about remember that most customers are served locally—and
customer relationships and how they provide their services. often in their local language. Tailoring the customer
experience to local languages and unique business
CASE STUDY: Farm Credit Services of America requirements is a natural extension of orienting business
Farm Credit Services of America, one of the processes around customer needs.
largest farm credit organizations in North
America, has a clear objective to become more To effectively meet the expectations of customers in every
accessible, more responsive, more service- corner of the world, sales, marketing, and customer service
oriented, and more competitive. They want to be departments need the ability to work together as a single,
a vital partner to their customers and the entire coordinated team. CRM needs to be a unified customer
agriculture business. information repository that can be accessed by corporate
and regional employees alike, while creating a personally
In the rural farm credit industry, customer
and culturally relevant experience that will strengthen the
interactions are largely face-to-face. When Farm
customer relationship and improve customer satisfaction.
Credit Services of America evaluated where to
www.aptean.comWHITEPAPER CRM: THE ESSENTIAL GUIDE 7
For CRM technology to be considered a viable option for that can be personalized to reflect the way different users
global organizations, vendor experience working with global work—not the way the vendor thinks they should—will
deployments is necessary. Vendors must also have the ability gain high marks. Ease of access to important information
to deliver and support implementations around the world. anytime, anywhere is another key user concern. To identify
potential barriers to user adoption and ensure the CRM
CASE STUDY: Syngenta system will provide optimal benefits to users, organizations
Syngenta is a world leader in agribusiness should involve users and other stakeholders in designing
and crop protection. Through their CRM and championing CRM strategies and solutions. By involving
“
implementation, their staff of more than employees in the CRM
21 ,000 people in over 90 countries has up-to- vision and implementation, Before Pivotal
date access to customer data. With different organizations can gain CRM, we were
products, customers, preferences, business valuable insights and deliver
models, regulatory climates, and, of course,
like an eight-
a more beneficial solution,
geographic boundaries, every office needs to while giving employees
cylinder car that
operate effectively at a local level while also a sense that the system is was operating on
embodying consistent corporate practices. being built by them, not only two cylinders.
“We had a range of processes and tools in
for them. When we jumped
place,” says Syngenta’s IT director, Larry Reeves. It is also important into the Pivotal
“However, the approach was ad hoc and to recognize that CRM solution,
there seemed to be a disjoint—we were not implementing a CRM there was an
performing as efficiently as we could and were solution does not entail
immediate impact
missing market opportunities.” Local Pivotal
CRM partners helped implement the right
changes merely to process
and technology, but and we became “
technology and workflows. This enabled all local to the entire corporate more effective.
offices to take an active and unique approach to culture. The transition to
service and sell to their individual markets while Bill Kale
a customer-centric culture
Director of IS, Sage Products
maintaining a single view of the customer. can in itself be a major
hurdle for many companies. This underlines the importance of
CUSTOMER INSIGHT: Make user adoption having a unified and thorough CRM strategy that includes a
a top priority. commitment to leading, training, and supporting employees
Installing a full-featured CRM technology platform does and partners through the cultural transition of rolling out
not guarantee that it will be used properly—or at all. a CRM solution. Proper change management also requires
Many companies still underestimate how important alignment of all stakeholders from the executive level down
end-user acceptance is to the success of a CRM initiative. through end users. To ensure a smooth roll-out and user
In fact, the most commonly reported obstacles to CRM adoption, companies need to dedicate sufficient time up front
success are non-technical: change management, internal to detailing all regional, international, internal, and external
politics, and uncoordinated departmental processes, systems, processes and roles that will be impacted by the transition
and databases. and planning for effective transition.
Involving end users in the overall system design greatly affects How to best manage change and promote user adoption
success. An intuitive interface, for example, is critical: one depends on a range of factors, including company size and
www.aptean.comWHITEPAPER CRM: THE ESSENTIAL GUIDE 8
geographic spread, the complexity of the implementation, event, that ensures success. If you view CRM as
and the degree of cultural and process change effected by a one-time event, you are doomed. Management
the CRM deployment. In working with customers of all sizes wants to see successes. When they see them,
across a range of industries, we have seen many different they stay engaged.”
approaches achieve success.
CASE STUDY: Syngenta
CASE STUDY: ESRI Syngenta knew that getting CRM results
ESRI ensured CRM success by introducing their meant winning over the hearts and minds
CRM solution in stages and by having those of their employees. With roots over a century
old, the company is the result of a merger
“
who use the system
between two leading names in the agribusiness
Customization is the participate closely in
industry—Novartis and Zeneca. Integrating
customizing it. “CRM
strength of Pivotal champions” from silos of information and a range of tools and
CRM—that’s why we each department processes posed more than just technological
chose it. We would were selected, and challenges when these companies joined
forces. To overcome resistance, Syngenta
never have gotten out employees were
included in system needed to achieve a series of milestones and
of the gate if we had show hard results.
design. As a result,
a pre-canned system the adoption rate
“Our people had to adopt new work processes
that forced us to was strong, and the
and attitudes towards how they interacted
tell people that they employees who use the
with our customers,” explains Syngenta’s CRM
had to change the system have benefited
manager, Scott McKinnon. “It helped that we
directly from the input
way they do things. had some quick wins with the solution right in
they provided.
People are smart the beginning that proved to [management]
that the solution would make a difference to
and want to feel like Ensuring success
our business.” He adds, “For CRM to achieve
at ESRI was about
they are influencing the desired results, it requires a cultural shift,
more than just end-
things, so if you come user buy-in; it was a different way of thinking and acting
in with a top-down about executive and throughout the company. It’s not just about the
technology; it’s about people using technology
sledgehammer, you management buy-in.
in clever ways. We understand this and are
might as well uninstall “We are implementing
committed to the hard part—making it work.”
CRM one bite at time,
the software from not waiting for the
By involving users in the process and
the system because whole meal,” explains
implementing at a pace that made sense for
they’re not going ESRI’s director of sales
their business, Syngenta and ESRI ensured
to use it. operations, Jeff Peters.
user adoption.
“People are looking
Jeff Peters for success—and it’s
Director of Sales Operations, ESRI the process, not the
www.aptean.comWHITEPAPER CRM: THE ESSENTIAL GUIDE 9
PRINCIPLE 2: CRM MUST and procedures, from lead management through quote and
contract generation, the sales process, and customer service,
FIT THE WAY YOU WORK— under the umbrella of a single, integrated system that makes
TODAY AND TOMORROW your processes more adaptable, not rigid.
New software often brings new benefits, but it can also bring
CUSTOMER INSIGHT: The right CRM
new inconveniences, if it forces you to change the way you
architecture can work the way you do.
work to fit the software. In addition to being disruptive, if
If your organization requires robust sales, marketing, service,
rigid new software is “imposed” on your employees, this
and channel management capabilities, the ability to easily
can breed resentment against the new tools and hinder user
and cost-effectively customize your CRM solution is essential.
adoption. With CRM, where success is closely tied to user
You will derive more value from your CRM system if you
receptivity, this can present a significant obstacle.
model your unique business processes within it, using the
Furthermore, your business processes have often been built CRM system to standardize, streamline, and refine these
up over years of experience and have been honed and refined processes, rather than to override them. You may also benefit
over time—in many cases, they are part of your competitive from integrating your CRM solution with other enterprise
differentiation. In this light, changing the way you work to fit applications, such as your back-office systems, helping to
a software system is not just a nuisance—it can be seriously make all relevant information available through a single
detrimental to your operations. application.
CRM needs to work the way you do—the way your The flexibility of a CRM solution—or lack thereof—is
employees work and the way your business operates— determined by its underlying architecture, which directly
without changing the processes that make you unique. affects the extent it can be customized and integrated. Many
Your employees should have access to all the customer Pivotal CRM customers have taken advantage of its flexible
data they require, whenever they require it, and in their architecture to model their unique processes and consider
preferred view—and it should make it easier to do their jobs. themselves well positioned to meet evolving demands.
While CRM may bring about process refinements and new
efficiencies, it should still mold to the unique characteristics CASE STUDY: Centra
of your business processes. Centra, a leading provider of software and
services for online business collaboration,
Business processes, however, are not static. In fact, has embraced CRM across all customer-facing
a company’s ability to reconfigure processes quickly in aspects of its business, automating its sales,
reaction to changing needs, priorities, and external factors marketing, and service departments. Centra’s
can produce a significant competitive advantage. A CRM director of business systems, Todd Williamson,
solution built on a flexible technology platform can easily describes Pivotal CRM as a “springboard” for
be modified to suit your current workflows and business their ongoing service and support strategy. He
needs, while also providing the flexibility to respond quickly says that the Pivotal CRM architecture allows
to future events and evolving demands. By prioritizing Centra “to quickly adapt our technology to ever-
flexibility in your software selection, you can support a more changing business needs.”
adaptive, agile enterprise.
Centra uses Pivotal CRM to manage all marketing
Deploying the right CRM solution should enable you to bring projects and campaigns, deliver opportunity
all of your existing, time-proven customer-facing processes management and forecasting support to sales,
www.aptean.comWHITEPAPER CRM: THE ESSENTIAL GUIDE 10
track incidents and manage contracts for the to accomplish. Thus, companies with complex business
support team, extend a knowledgebase to all processes should pay particular attention to system flexibility
employees, and provide customer enhancement in their CRM evaluation process.
requests and technical issues report to the
Unfortunately, more and more companies today fit into
product development group.
this category. Nearly every industry has evolving regulatory
When asked what they use Pivotal CRM for, demands, requiring companies to assess and report on
Williamson notes, “It’s probably easier to mounting numbers of internal controls. Rather than
define what we don’t use it for.” He adds, implementing standalone applications to support each
“Today, Centra has the most maintainable regulation, many companies are choosing to invest in
and extensible architecture to move our CRM broader technology applications that not only enhance their
application forward. As business rules change, ability to comply, but also further improve efficiency. In many
“
we now have the lowest cases, companies are able to leverage their CRM system to
Pivotal CRM met total cost of development automate compliance with changing regulations, extending
our key criteria for and administration the value of their investment.
environment within which
a CRM solution
to grow our internal CASE STUDY: Allianz Dresdner Asset Management
because it was systems and processes.” Financial services firm Allianz Dresdner Asset
faster to implement, Management implemented Pivotal CRM with
less expensive than CUSTOMER INSIGHT: the aim of improving the service and value they
other alternatives, Your system must provide to both institutional and retail clients.
be flexible to The company has benefited from the flexibility
and it wasn’t bulky. and customizability of the CRM system, using it
build in complex
It allowed us the business processes. to more tightly integrate their marketing and
flexibility to take Companies with complex sales functions.
what we needed processes and customer
“It would have been an easy option to go down
and ignore the relationship cycles stand to
the off-the-shelf or packaged application route,
benefit considerably from CRM,
other screens and but this would not have served the needs of our
provided it is capable of modeling
capabilities for this complexity. CRM can
business well in the long term,” explains Giles
Hardy, head of e-business at Allianz Dresdner
which we really streamline and simplify complex
Asset Management.
had no need. processes with features that
improve the way users target new “By working closely with the UK Pivotal
Chris Catliff customers, drive sales activities, CRM team, we have been able to take
President & CEO,
and respond to service requests. a phased approach to the development and
North Shore Credit Union
With the right CRM system, implementation of a comprehensive CRM
modeling even the most complex of processes is simply solution which we expect to continue to serve
a matter of modifying application forms, data fields, and our needs across both sides of our business.
relationships and adding new activities and objects. In less We recognized the value that a highly
flexible systems, a high degree of complexity can take many responsive CRM system could bring to our
months and tens—if not hundreds—of thousands of dollars
www.aptean.comWHITEPAPER CRM: THE ESSENTIAL GUIDE 11
business, enabling us to open up the lines Because of the speed and flexibility with which
of communication and interaction between Savills developed and implemented new
what were previously distinct business business modules using Pivotal CRM, they have
information silos.” been able to centralize core client information
and automate business processes to meet
Hardy adds, “The investment management
regulatory requirements.
business is very specific, detailed, and highly
complex. Due to the flexible and customization CASE STUDY: Sharp Electronics
capabilities of Pivotal CRM technology, we Sharp Electronics treads carefully between its
have been able to adapt the system to meet desire to know and serve customers well and its
these needs.” responsibility not to violate their right to privacy.
“Privacy simply means sharing information with
CASE STUDY: Savills
those companies we trust, while not divulging
At a time when both the commercial and
to those we don’t. It means using what we know
residential property markets were experiencing
about customers to meet their needs—the way
considerable growth, the board at leading
they want them met,” says Sharp’s director of
international property services firm Savills made
strategic marketing, Fred Krazeise.
a strategic decision to centralize all IT systems.
Their goal was to reduce IT operating and Sharp carefully tracks response rates of lifecycle
management costs, drive improved customer message campaigns and newsletter content,
service, and comply with new legislation that even tracking the frequency with which e-mails
required property management organizations to are forwarded to colleagues and friends. “By
furnish full audit trails on all mortgage services analyzing this information we have the insight
provided to their clients. we need to make changes to both our content
and the frequency with which we communicate
Driven by the need to comply with the new
to our subscribers, ensuring we’re respecting
regulations, coupled with a desire to provide
their preferences and their privacy,” says
highly personalized and responsive service to
Krazeise. He continues, “By giving customers
their clients, Savills developed a customized
and prospects what they need, we’ve been able
contact management and mortgage solution
to maintain consistent subscribe and unsubscribe
with Pivotal CRM.
rates for every issue.”
Savills’ IT director, Richard Coleman states,
“In using Pivotal CRM, we are now able CUSTOMER INSIGHT: CRM should help you
to manage the complete process of selling grow—and grow along with you.
properties through a single system. From CRM technology must not only capture current requirements
attracting vendors, marketing properties, but also retain the flexibility to quickly change and evolve
and matching them to prospective buyers, with your business. Growth, while highly desirable, also
managing expense claims and invoicing vendors, tends to strain available resources and systems for many
Pivotal CRM underpins our entire business on businesses. Thus, a CRM system’s ability to scale and adapt
a day-to-day basis.” to support business change and growth can be critical.
Similarly, at the outset of a company’s CRM project, it might
www.aptean.comWHITEPAPER CRM: THE ESSENTIAL GUIDE 12
not be possible to foresee the different ways in which a CRM
system’s features can be applied. A good system will enable
PRINCIPLE 3: DEFINE
you to build upon and enhance your initial deployment over MEASURABLE CRM
time, rather than restricting you to a single opportunity to BUSINESS BENEFITS
create the perfect CRM system. Many enterprises measure the outcome of their CRM
strategies only as an afterthought. They understand that
CASE STUDY: Flag Choice Hotels
a CRM system is a necessity for their business, and thus fail
Flag Choice Hotels, the second-largest
to set out quantitative goals or metrics for tracking hard
accommodation franchising group in Australia,
results. The unfortunate consequence is that many enterprises
needed a scalable solution that supported
can’t prove their success or that they met their original,
real-time distributed environments, wireless
intended objectives. At some point, most organizations
and disconnected users, and multiple
have a need or desire to measure the success of their CRM
interaction channels.
implementation. Goals and metrics must be quantified and
“Right from the beginning, Pivotal CRM struck benchmarked right from the start to ensure that the right
us as being a flexible solution that would grow data is captured and processes put in place to properly
and develop with us at our pace,” explains Flag quantify results down the line.
Choice Hotels’ IT manager, David Blackman.
To determine the impact of CRM on your organization,
“Our business is extremely complex and we
baselines for key business measures need to be established
have a layered approach to dealing with our
as a starting point that can be compared against once the
various markets and to reporting on them. In
solution is in place. This also helps ensure that benefits are
fact, Pivotal CRM has been more widely used
correctly attributed to changes effected by the CRM system,
than originally envisaged, effectively becoming
rather than other factors. For example, increased cross-selling,
an indispensable tool for Flag Choice’s day-to-
cost reductions, customer satisfaction scores, or changes in
day operations.”
first-call resolution could be used in the return-on-investment
Flag Choice Hotels has extended Pivotal CRM (ROI) analysis for a project.
to other areas of its business and continues to
Some best practices to follow:
add features to the solution to keep in step
with business change. “The initial installation • Define CRM success for your organization at the outset
highlighted just how many areas could benefit
• Pre-set corresponding metrics and data requirements
from Pivotal CRM,” says Blackman. “As we make
greater use of the technology, we continue to • Determine the business processes required to capture
learn how we can work smarter and be clever in the data
the way we develop and use it. Pivotal CRM has • Determine user interface implications and accessibility
opened up doors for us, and that is invaluable, requirements
given our increasingly competitive market.” • Plan for end-user training, especially if you are making
changes to existing processes
• Consider data hygiene—ensure the data that’s captured
is clean
• Scope the CRM project clearly and budget for all costs
www.aptean.comWHITEPAPER CRM: THE ESSENTIAL GUIDE 13
• Secure management buy-in for any expansion to the The ROI metrics for Company A are a split between “hard”
original scope of work ROI—efficiency gains—and “soft” ROI—the ability to support
them as they grow. This mandates a flexible, configurable,
Comparing actual results to established metrics will enable
and customizable solution.
you to determine whether your CRM strategy is working,
and how effectively. If results aren’t as expected, then Company B needs software that supports collaboration across
further analysis should enable enterprises to determine why departments and between the company and its customers
an approach isn’t working and quickly make alterations and sales channels. The need to report on membership
to improve performance. It also will enable companies to acquisition, retention, and improved efficiencies requires
evaluate whether the original goals were realistic and to reset benchmarks and pre-set targets from the project outset
goals if needed. and a plan for measuring the same metrics over time to
demonstrate results.
Every organization has a different vision for their CRM
project. Every vision brings with it a variety of business value Though ROI definitions vary, CRM returns should be
propositions that can be attached to bottom-line results. In measured in terms of overall business value—how the system
the following examples from CRM requests for proposals supports a vision and yields both hard and soft benefits—and
(RFPs), it’s easy to see the difference in emphasis between the not exclusively on metrics. Nonetheless, determining how
companies’ CRM projects and the metrics they will need to success will be measured, benchmarking pre-implementation
define and measure. figures, and ensuring the system is set up to capture the
necessary information are necessary to allow accurate
Company A: An integrated call center states: “The purpose
calculation of quantifiable ROI metrics post-implementation.
for this implementation is to provide an infrastructure to
more efficiently support internal business operations, as well CUSTOMER INSIGHT: CRM makes it easy to
as more efficiently support external customers. This includes deliver fast and informed service. The ROI
not only the need to support the business as it currently pay-off? More revenue, at less cost.
exists, but also to support the organization after an expected Companies of all sizes face the challenge of retaining
growth of 25 percent. It is imperative that the software is customers. With more options than ever, customers who
highly configurable and customizable in order to support the don’t receive the service they expect have little reason to stick
business requirements across many customers. Additionally, it with your company. Customers across industries demand fast,
must be flexible to adapt quickly to change as our customers personalized service—and if your company can’t provide this,
and the market changes.” they’ll find a competitor that does. This pressure has fueled
the need to have critical customer information immediately
Company B: A healthcare insurance company itemizes the
available to all service agents at all times.
following as criteria for success:
• Successful integration of processes, people, and tools On the flip side, offering great customer service often comes
at a cost, and companies must balance with their desire to
• Consolidation of silos of information
provide superior customer service with their need to keep
• Enablement of internal and external collaboration costs low.
• System able to drive membership acquisition and
Luckily, the right CRM solution makes it easier to do both,
retention
resolving service issues faster and more cost-effectively while
• Increase in overall efficiencies increasing the degree of personalization and responsiveness.
www.aptean.comWHITEPAPER CRM: THE ESSENTIAL GUIDE 14
CASE STUDY: SecureWorks CASE STUDY: North Shore Credit Union
Founded in 1999, SecureWorks is an Internet Solid member relationships, technological
security service company that protects corporate innovation, and exceptional service are the
networks from hackers. SecureWorks views core of North Shore Credit Union’s success. To
round-the-clock access to critical customer achieve its vision of great customer service,
information as a necessity in interacting with using technology to improve internal business
their customers. operations was imperative. “In order to provide
better service, we really needed to have
To deliver the highest level of security,
knowledge about what our customers and
SecureWorks needed to integrate their
members wanted,” explains North Shore Credit
proprietary technology—an information security
Union’s president and CEO, Chris Catliff.
appliance called iSensor—with a flexible
CRM solution. “Their expectations of us were rising
dramatically. And we couldn’t have conflict
“We wanted to automate the entire customer
between dealing with customers in one
lifecycle—including lead generation, marketing
channel—say, our call center—and then asking
programs, sales forecasting, sales process
them to repeat themselves at another channel—
management, the initiation of support contracts,
say, our branch. We have to give them better
configuration, activation of products, and the
service than that.” To help them provide this
delivery of customer service driven by the Service
higher level of service, North Shore Credit Union
Level Agreement,” says SecureWorks’ director of
selected Pivotal CRM.
operations, Craig Bray.
The results were impressive. “We have grown
Integration was key to achieving the ROI results
between 20 and 25 percent each quarter—on an
SecureWorks expected. Integration between
annualized basis—since we implemented Pivotal
Pivotal CRM and iSensor coupled a customer’s
CRM,” says Catliff. “Prior to that, for five years,
network security data with the current
we really had no growth. Part of the reason for
company, contact, and Service Level Agreement
that is that we have tied Pivotal CRM into our
information. This made their CRM system the
whole customer-intimate business strategy. It
“glue” that consolidates their operations
has increased our margins—our return on equity
and tightens collaboration, dramatically
is up to 18 percent, which is very, very good for
improving customer response times and
our industry. And it has also increased our reach
operational efficiencies.
to members.”
SecureWorks is using Pivotal CRM to further
Technology has also improved customer support
differentiate ourselves from our competitors in
and employee effectiveness. By creating web-
what is an increasingly high-growth, fast-paced,
based, customer-facing portals and integrating
and competitive market,” says Bray. “As a result,
up-to-date customer information in one place,
we have reduced crucial response times and
North Shore Credit Union has given both
retained virtually all of our customers without
customers and employees access to information
having to increase our own headcount. Pivotal
they need. “We have almost 40,000 members,
CRM has been a key factor in our rapid growth.”
and we can attribute their increased retention
www.aptean.comWHITEPAPER CRM: THE ESSENTIAL GUIDE 15
rates on financial products directly to our obtain for a single enterprise software system. Key CRM
CRM implementation,” adds North Shore lifecycle costs are less about licenses and much more about
Credit Union’s CIO, Fred Cook. “We were the extended costs of owning a CRM system. Leading
pretty industry-standard for retention rates on industry analysts have estimated that up to 90 percent
mortgages, term deposits, and that sort of thing of CRM lifecycle costs are associated with customization,
before the solution implementation—around integration, deployment, and ongoing administration
70 percent—and we are now consistently in the (support and maintenance) of the CRM system.
90s since our CRM implementation. And that’s
Industry-analyst research has shown that software costs
because it has given our staff the knowledge and
typically account for between 30 and 38 percent of the total
support to be pro-active.”
first-year costs of owning a CRM system. Services costs,
usually associated with customizing and integrating the CRM
PRINCIPLE 4: system, come in at between 34 and 47 percent of the total
first-year costs. Maintenance and support account for 7 to 10
CONSIDER TOTAL COST percent of first-year costs, and hardware costs make up the
OF OWNERSHIP (TCO) remainder at between 8 and 18 percent.
CAREFULLY The up-front costs of implementing a CRM system have
There’s good reason why industry analysts commonly use driven the popularity of on-demand and software-as-a-service
time horizons of at least three years when helping CRM (SaaS) models for CRM, which are often priced on a per-user
vendors and customers set expectations for the total expense monthly fee basis. While less prohibitive up front, research
of a CRM project. Few organizations have unlimited budgets, has shown that over the course of time, these solutions
and in most cases, CRM is not a one-time cost. It’s important can prove more expensive than on-premise solutions.
to understand the full costs of CRM implementation to help Furthermore, companies choosing on-demand and SaaS
plan, budget, and select systems appropriately. solutions often have to compromise on functionality and
flexibility when they select this delivery method. Additional
Enterprise application software investments can be prohibitive
concerns for many companies include lack of control over the
to some companies, because the majority of expenditures are
software and their customer data, as well as fears of outages
“up front,” in license fees, services, and training, all of which
and security breaches. As Gartner research notes, “It is also
are incurred before the software demonstrates measurable
important … for organizations to be wary of great initial
business results. In fact, we have estimated that costs in the
deals for CRM-on-demand services. Issues could emerge such
first year are typically more than 60 percent of the overall
as three-year lock-in, uncapped price hikes on renewals and
project costs. This can seem very risky to companies that want
hidden costs for increased numbers of registered users (for
to see results before committing too great a sum.
example, as in the case for partner relationship management),
In order to manage cost expectations over time, total cost of a reduced number of users which the enterprise is still
ownership (TCO) analyses should be conducted with a clear obligated to pay for under contract, or new, unforeseen
view of the overall strategic expectations for a CRM project. premium services.”5
A sound framework for measuring results over the life of the
Furthermore, given the importance of modeling a company’s
project must be stated at the outset.
unique processes within their CRM system, on-demand
Given the complex interdependence of typical enterprise software, which offers less flexibility and customizability than
technology environments, TCO can be a difficult metric to traditional on-premise CRM, may not be able to meet the
www.aptean.comWHITEPAPER CRM: THE ESSENTIAL GUIDE 16
needs of mid-sized and large businesses, especially those meets these needs from the outset, you can minimize the
with complex processes or requirements. Gartner Research amount of customization needed. This is one of several
notes “supporting complex business processes and cross- reasons more and more companies are choosing industry-
enterprise tasks is beyond current products,”6 adding that specific CRM.
“[t]he functionality in the current generation of SaaS business
While all companies have unique processes, companies within
applications offers little competitive value to business.”7 The
the same industry typically have broad similarities in the kinds
analyst group recommends on-demand solutions only for
of data they need to capture, the kinds of workflows they
enterprises with “simple to moderate”8 CRM requirements,
use, and the different processes they want to automate.
advising that “[e]nterprises with complex requirements
A home building firm, for example, will have to track very
should not assume that they will be able to significantly
different customer information and sales processes than an
lower their total cost of ownership (TCO) simply by moving
investment bank, but quite similar information and processes
to an on-demand model.”9 These and other factors
“
to other home building firms. If an industry-specific CRM
contribute to Gartner’s strategic
Pivotal CRM assumption that “[t]hrough 2010,
solution can meet the majority of your industry’s typical needs
right from the start, while still providing the flexibility for
is now a core 75 percent of complex CRM-on-
cost-effective additional tailoring, this allows you to focus
system for us that demand deployments will fail to
your implementation expenditures on higher-value activities
meet enterprise expectations
has been quickly such as integration with back-end systems or modeling the
(0.7 probability).”10
tailored to model processes that make your company truly unique.
For many of our customers, only
the business on-premise CRM software offers the CASE STUDY: Centex Homes
practices that confidence, flexibility, and control When Centex Homes, one of the largest home
make us unique they need. Thus, instead of looking to builders in the United States, went looking for
in the industry. eliminate up-front investments, most technology solutions, they immediately ruled
companies look at ways to minimize out the “huge” systems that didn’t meet their
Carolyn Stuart the total cost of ownership over time. budget parameters, focusing their search instead
Vice President of IT and Head This can include taking a phased on a few flexible solutions.
of Business Analysis
approach to CRM deployment, rolling
Calamos Investments
out the system in manageable stages “At first we thought that a new SFA system
and validating results before expanding. Another strategy is would fulfill our immediate needs,” said Centex
to look for a system whose features most closely match the Homes’ vice president of information systems
company’s needs from the outset. and chief technology officer. “But we were also
hoping to find a business partner with a broader
CUSTOMER INSIGHT: Industry-specific CRM suite of solutions and capabilities that we could
lowers total costs. add as we progressed.”
Given that customization can account for a large share of
CRM implementation costs, finding a solution that more Pivotal CRM for Home Building and Real Estate
closely matches your needs “out of the box” can significantly contains the majority of the functionality home
reduce the cost and time it takes to roll out a CRM system. builders and related businesses need for lead
As emphasized elsewhere in this paper, adapting a CRM management, sales automation, and customer
system to your company’s specific needs is critical to success; care. Customization is then only needed to
nonetheless, if you can choose a solution that more closely implement unique business processes and
www.aptean.comWHITEPAPER CRM: THE ESSENTIAL GUIDE 17
integration points. The total cost of ownership CUSTOMER INSIGHT: Industry knowledge and
for software acquisition, customization, training, experience pay dividends.
implementation, and support is among the Working with service providers that have experience in your
lowest in the industry, allowing customers like industry can provide a tremendous advantage, as companies
Centex Homes to quickly realize benefits. that have demonstrable knowledge of and experience in your
industry will require less time and education to familiarize
themselves with your business processes and needs.
PRINCIPLE 5: THINK Furthermore, they will often be able to add value by applying
BEYOND FEATURES: PICK best practices and benchmarks gleaned from past experience
in your industry. By examining a CRM vendor’s credentials,
THE RIGHT PARTNER references, and successes in your industry, not only will you
Finding a CRM solution that fits your needs is about more gain more confidence in you vendor selection—you may also
than just a checklist of features and technical requirements. find inspiration and ideas to enhance your own CRM project.
Implementing and supporting a CRM system is an important
CASE STUDY: Calamos Investments
and sizeable project, and the factors in its success extend
Ranked by Crain’s in 2005 as the second-
beyond the system itself to the CRM company you partner
fastest-growing firm in the Chicago area based
with and the kinds of supporting services they offer.
on compound annual growth rate, Calamos
When selecting a CRM solution, it’s common for companies Investments provides professional money
to focus on the initial implementation, but it’s important to management services to major corporations,
think about your post-implementation needs as well. At some public and private institutions, pension funds,
point during or following software implementation, every insurance companies, and individuals and is
company encounters new needs or challenges—whether an investment advisor to open-end and closed-
they’re minor support incidents, resource constraints, or a end funds. This diversity of offerings has
need to modify, extend, or upgrade their CRM solution. demanding implications for the company’s CRM
system: it needs to be able to support a wide
When selecting a CRM system, consider the kinds of services
range of products and clients with different
you will need to achieve your project goals. These can range
relationship dynamics—from high-net-worth
from assistance developing your initial CRM evaluation criteria
individuals to institutional investors to financial
through implementation and customization services right
advisors themselves.
through to post-implementation maintenance and support.
If you do not have the in-house resources to maintain When Calamos Investments sought to replace
or customize the CRM system after implementation—or an older CRM system that had been sunset by
would prefer to leave it to the experts—find out whether its vendor, the company was unsure any system
the CRM vendors you are considering offer remote system on the market could meet its complex, industry-
management services, which can help keep your specialized specific needs and desire for flexibility. It had
staffing costs down. Having a good sense of your internal already embarked on an in-house development
resources and capabilities will help ensure that you can project when it heard about Pivotal CRM for
leverage the right internal resources while also taking Financial Services.
advantage of specialized resources and skill-sets from your
CRM vendor or service provider.
www.aptean.comYou can also read
