Introduction to CRM - Customer Relationship Management Systems | Class

Hi, I'm Bruce and this is my first YouTube class and today's topic is going to be

customer

relationship

management

software and in this video I'm going to talk about why you need CRM. You already know what it does and some of the particular characteristics of the different ones. CRM products and you also know how to obtain the license, etc. This is an introductory level course, so I'm going to cover some concepts, so some of these may make a little more sense to you, okay? So, the first concept. I think this is the most important thing: all businesses revolve around people, but particularly when we deal with people, we are really talking about

relationship

s.

I mean, what all the business experts have discovered is that it costs businesses a lot in the first place. money to attract new

customer

s there was a study once done by a major department store and I won't name it, but this is what they found: for every customer they served they spent $10 on advertising, that's a lot of money. Over the course of about a year, however, they discovered that they had only spent $1 to get existing customers back in, but how do you get these existing customers back in? You have to foster the relationship with the client.

It's a great way to think about it is that you want to have a long-term relationship with your customers, your suppliers and anyone who does business with your company, so if we know business is about people, I'm not an artist, right, we know that it's about relationships, but also What you have to keep in mind are the relationships that people have with other people throughout their lives when dealing with these people. Now you probably know that many times the best business is word of mouth, not the recommendation of one of these people to another. The best kind of business you can get for people, but the thing is, when people have a great experience with your business, they only tell a few people, when they have a bad experience with your business, they tell many, many people, so this is again another area. where CRM comes in, so let's think of CRM as the front office of your business, your front office, what is the front office?

Well, it's everyone who actually comes into contact with your customer, your customer, etc., that will be sales marketing and also customer. service these are the people who are on the front lines every day dealing with your customers and these are the people who you want to have a great relationship with these customers but it's not always possible and if you're not using a CRM system I'm just going to cover some of the things that you're going to lose and I'll clean the slate here, okay, let's talk about the sales department, your sales team and our example will have three salespeople and we'll say it's Bob Mary John. a single sales manager, Tom, all three report to Tom, but without a CRM system, maybe Bob uses Outlook to keep his contact information in name, phone number, maybe if you notice that sort of thing, to Mary doesn't like outlook, uses excel instead, saves all data. his information in the spreadsheet John here in the other token doesn't like Excel he doesn't like Outlook he uses Evernote and poor Tom here his mission in life is to discover that you know how to forecast sales his channel revolves around everything asks, so you have to make him work with Bob, who has to do everything, Mary, who has to do everything, John has to do everything and everyone is working with data in a similar, different and decentralized format, this can get ugly pretty quick because it's Tom's responsibility to give the boss, a pipeline report, the sales forecast, tell the boss how effective his marketing campaign is being, lead generation, how much money do you know we're making or losing with One campaign in particular can be a big disaster where things really get bad is when one of them leaves the organization Bob walks out the door and takes his contacts Tom doesn't know what to do at that point both contacts are gone or whatever Maybe it keeps them on a roll actually there are people who are still using a Rolodex that same day those contacts are gone out the door um also collecting the data, they are all missing, where are we going, we don't know, we don't know, so we also you are preparing to order, you are not happy with something that we don't know, this in turn causes a business to lose a lot of money, so the end result is when your business, when your data is here and it is here and here and they're here and they're here it's decentralized, you can't create reports on them, you can't quantify your business you can't forecast everything is similar we keep different sets of data maybe she's not taking notes she doesn't like taking notes this one never has a birthday no believe in that there is no easy and quick way there are no rules of the road for these people and you see it all the time when you go out into the field there are many gaps in the information even when you start trying to put everything together from spreadsheets Outlook Evernote rolodexes It is a disaster, what else do we lose by not employing such a system, the next thing on the list that we lose is that we fail to detect trends, perhaps we have a certain product that is improving, we have another product that has a tendency to low, we don't know because, again, all our information is ours. the data is centralized, hopefully we will be able to detect it, but we will detect it when it is the most serious point, we are not seeing those trends from the beginning.

Amazon is a good example of how to do a lot of relationship

management

stuff post collectibles and big data and analytics, suggested products, that kind of thing with CRM, a CRM tool, you can capture what's going on there, what else? We lose when we have the same people right and they have their own silo of information, maybe we have Tim here, this is me in customer service Bob is going to make a sales call and we have our customer here Bob is going to make a sales call to this customer, but what he didn't know was that a customer had just gotten off the phone with Tim. and customer service and I was angry at the company really really angry because someone was wrong about the product there was a miscommunication something like that needless to say this is a bad day for this salesperson here he had a sales CRM system and he implemented it The experience probably wouldn't have happened because he was able to go to the contact record notes and see where the customer had spoken to Tim and customer service and maybe even make a special offer or some kind of deal to win.

You came back into this business but you didn't know it, instead you get reprimanded by the client and you went into a bad situation totally blind which is something that the CRM system can help eliminate because all of these front office functions are all tied together in a neat package that we. What we're really talking about is a 360-degree look at your client in every way. We are seeing everything in a centralized format. Everything they bought. Every call you've ever made. Every email you've ever received. Every note you've taken. service call that they have received for all the products they have purchased, etc.

That 360 degree view is what the CRM system allows you to do, but it does so much more, what else happens if we don't have a sense of CRM? I don't know because we had a bad experience, let's say with customer service, they had a bad experience with delivery or not, the product did not arrive correctly in good condition or whatever, we don't know when we see that customer contact goes down , down, down, down, it's that he's looking at your competitor to replace you and being replaced, he moves on, he stops talking to you, he stops sharing with you and you can see that through the aging of the emails, the calls. etc., so that's another area that CRM

systems

are designed to help improve.

Finally, the sales manager can't forecast, it's supposed to be a funnel, that's pretty lame, but you get the idea, the sales manager can't forecast a sales funnel unless he knows everyone's status. the offers, how old they are, the dollar amount, where they are in the sales process, this is something that I used to talk to enterprise companies before I did consulting in this area about their sales process, if their sales process does not flow. On paper, you won't be able to build a CRM system around it, so what implementing a CRM system does is it makes companies take the time to analyze their sales processes and make them flow on paper, and once that flow on paper, then you can design a CRM system around that for people to process, etc., those are just some of the reasons why you need a CRM system.

Well, let's talk about what a CRM offers you. The first thing is that you must understand that they are modular in nature. So if we think about it this way, we're going to build this circle. They are the first and most important module: your contact module. The contact record in the CRM system is the part to which everything else is linked and revolves around. system you can now link a contact to the account module, the account module will normally be the company this contact works for. If you are doing a b2b type of business, you will see businesses that come in a couple of different flavors. -business I'm in the business to business or b2b space so this is very important so we can link the contact record to the account.

Let's go into a little more detail about a contact record, so a contact record is an essential repository for your name. or address where they have an assistant telephone number fax number email address cell phone number, etc., all that type of data has your date of birth, your wife's name, your children's names, etc. ., if you want to capture that information, the next thing it should contain is is some type of note that you are talking to them, you are updating the record, any type of note that you want to make to yourself for later reference, it should have a history there, a history of any documents you have sent. any email you sent, any phone call you sent, etc., any pending activity you may have with that contact, a follow-up phone call, for example, some kind of reminder to send marketing material later, etc. , the response should contain any products that they currently own or have owned in the past, there is another example that should include all documents that you have submitted and that would be in the contact record if they are linked to an account, who is that account if They are tied to a supplier. who that supplier is and the pending quote says that you might have some outstanding opportunity that you may have with them that you may have there as well, so a number of records are all linked to the master contact record within the CRM system, what else type of modules? well there are accounts where you can have your activities, activity would help me if I learned how to spell activities are like any follow up calls emails you want to send etc, there are also opportunities related to those opportunities when you are there. negotiate with them about purchasing additional products or services, but it's not a done deal, you're following that opportunity through the sales cycle, ah, let's see suppliers could be another module, support could be another module , products, another module and available reservations, perhaps they could exist.

There will be many more modules, but these are some of the main modules that you will find in a modern CRM system, so what a CRM system allows you to do is build around these relationships that revolve around the contact record in the CRM. system, that's what it does, it helps you relate all this information. A CRM system can also be integrated with, for example, Google Apps. Can be integrated with Office 365. Can be integrated with MS Office in other Office tools including project management etc. so the data is contact data. I'll do it right here. Can you integrate here here here here across the board?

Contact data can be integrated with all of these different platforms that they communicate with each other. Now let's talk a little bit about one of the main benefits of CRM is in the form of automation, let's talk about automation for a second, let's put your website here and you have your CRM system here. CRM, this is your web CRM system. Someone to think about, fill out a form as an inquiry form. on your website, they fill it out, this system can be set up where that contact's information, that lead's information goes into the CRM system and the autoresponder sends you an email.

Thank you for visiting our website, here is the requested information. We will have a salesperson contact you within the next 24 hours. Let's say the CRM system will also look at the zip code, for example, and say this lead belongs to Bob and then we'll schedule a phone call within 24 hours to follow up. so almost immediately your client received an email, we responded,we thank you, maybe you offered to send any initial information, we started the nurturing process by looking at the zip code that that prospect assigned to Bob and we said to Bob, hey, you need to call this person.

The product or service you are interested in was made without human intervention. This is one of the things that makes your hem so great. We want to touch that customer repeatedly and frequently, but we also want to do it in a timely manner. We are sure that all our bases are covered and we want to maintain a complete history of all these activities that need to be maintained in the CRM system. Another thing I use is to nurture leads. Now I'm not going to go into all my efforts. I don't keep my secrets, but I will tell you that I qualify leads using what is called Bant.

What this ban means. The budget authority needs the schedule to be an upfront bet and we assign the client a score based on responses to the Bant questionnaire that is integrated into the CRM. system so we know if we have a hot lead or a cold lead and we use Bath to do that and that's built into the CRM system so obviously we want to work with the hot leads first and you can design custom searches or views in your CRM so that when the salesperson sets up in the morning they simply see interesting leads for that day, these are the ones you need to immediately access again, this was done automatically, without human intervention, one of the big challenges for any sales organization is follow up to make sure you are handling things in a timely manner, you are making sure your client receives the information they requested, you are receiving the marketing material, you are receiving the phone calls, everything is done on time, why is it so important ?, because a lot of companies spend a lot of money buying leads and I mean a lot of money buying leads because they have developed a campaign and they want to maximize revenue based on that campaign, so it's easy for people to get lost in confusion, but it's also easy. so your current clients get lost in the shuffle too, if we're in the middle of a really expensive campaign, we may have forgotten those notes we made six months ago in Outlook, called Mary Smith, let's say in July next July of you know four. contract renewals something like that because we're too busy working and we need these reminders, we need to be able to look at our daily call sheet, our daily activity line and see what we're supposed to do, and that's one of the benefits of CRM because when schedule an activity with the client that is synchronized and recorded in the CRM system, that is another benefit of data from a CRM system, it is quite easy to start getting overwhelmed with a lot of data and one of the big problems is duplication . data, okay, serum tools contain, let's say the CRM software contains a set of tools that allow you to deduplicate your records, so you have Bob Smith Bob Smith Bob Smith, so now we have three records in the CRM system which happens all the time.

Trust me, it just works the same way the D dupe function works on these, as each contact record is made up of fields and since CRM at heart and soul is a relational database, what it does is look at the dates when the records were created, the last fields. which are updated on each particular record and if it says that the phone number in this Bob Smith is newer than this one, it gives you the opportunity to replace this missing, change things to the most recent information in all the fields and then the It will merge into one particular record, thus eliminating the multiple duplicates it may have.

It is a wonderful tool. It probably sounds harder to use. There are other things you can use. In fact, you can avoid some duplicate data entries, which is great. like solid x values ​​etc. I won't go into all that as it gets a little more complicated. Another thing that CRM has started to address in a big way is social media, your customers on Facebook, Twitter, maybe Instagram could be a host of others. Current CRM

systems

will allow you to follow your customers, suppliers, etc. on these various social media platforms and even get alerts when your business name is mentioned in the Facebook post tweet etc. so you can respond to which can be very helpful.

So this is something relatively new in CRM systems as well as the ability to also see geographic data, so this is going to be my poor drawing of the United States and with geographic data pattern matching it allows you to start to see where you have big points. . sales groups that you didn't really know about and that will help you explore what's happening there in these different areas of the country that may be geographically that you didn't know those types of sales were happening, so that's another extremely powerful tool , a CRM. What you need to do is look at your geographic regions and see that certain products are moving better than others in those territories and it could simply be because you have really great sales people selling this product.

You will notice that the other products are not selling because you are not that good at it, so it helps you work with the sales people and companies spend a lot of money on marketing. A lot of money in them. Remember we are spending that ten dollars a head to get them in the door. Its alot. money ten dollars a piece hey, that's too high. I've done that, move it down a little bit. What are they looking for? They're looking at the three to one ratio, so they want to turn that ten dollar investment into $30. That's what they're looking for, so they're acquiring leads, maybe they're going to trade shows, maybe they're advertising on the Internet, maybe they're posting on Facebook, they're blogging, they're running TV ads in the newspaper.

Google fashion, etc. but that's what they're looking for, earning $30 for every dollar they spend or more. In my opinion, this is something that should be endured with the bare minimum, so how can you do that? CRM systems allow you to create campaigns in those. Campaigns, once you start getting leads coming in, they're entered into the CRM system, they're put into campaign groups, and they're put into a campaign group, then we can start monitoring the results. You know we're going to send them. my email we are going to make phone calls we are going to send direct mail we are going to use different points of contact and believe me when it comes to sales there is more than one way to sell normally you have to contact a customer several times many times you can't do everything your email marketing you generally can't do it all over the phone you generally can't do it all by snail mail you generally can't do it all via TV commercials you generally can't do fax marketing all the time usually what it takes is a combination of things and that It's another key benefit of a CRM system because you can run multiple campaigns simultaneously and track the results to recap.

CRM systems are all about modules and have different functions for which your account module For example, all the companies with which your contact is related to your course, you have your contact record in itself, that module is a module of leads that will hopefully convert leads into contacts. Okay, you can call them suspicious leads or whatever, a help desk module, possibly a price book module. quote module an activity module to schedule things like email follow up calls etc. supplier module invoice module all these different things now I will say this. I have yet to see a CRM system that can replace a full-fledged accounting application, so one thing for real is that it is useful for your CRM system to talk and share information with your accounting software;

It's something you want to happen in a big way now that we have to give you this CRM overview with a 30,000 foot overview SEO ring. Just summarizing how CRM is typically obtained. You have two options that you have on the premises and that you have hosted and the PRU. For the most part, small and medium-sized businesses typically look for a hosted solution and that's because of the installation. Implementing on-premises CRM system can be quite expensive depending on the software you purchase, so with a hosted solution you can get into the game very, very quickly and get up and running for a low entry fee. that you are paying monthly fees to the CRM software provider, how is the price per seat fixed?, actually there are different pricing schemes involved in this, they are related to the purchase of the CRM software, now the price can actually be of zero dollars a month.

I saw them so high, this is going to look crazy. I've seen one, this is what they asked them per month per user, one hundred and thirty-nine dollars per month per user, that's pretty expensive, so one that I use is costing me thirty-eight. dollars per month per user, so for me it is an investment, it makes you money. The CRM system keeps my clients happy, it makes me money, so it's an investment. The other pricing schemes you'll see, some of them offer different tiered pricing. We offer like three versions of the software, a B and C, this would be the entry level and maybe not, it is missing some modules and then the B is the professional version, the pro version and it has the modules and more, and then you have the company. and maybe this one was missing a couple and then this one has everything, the whole enchilada and you'll see that sometimes depending on the product you're looking at, they also have other ways in the price that you have to be careful about knowing when the stock is now , maybe give you a gig or two of storage as part of your plan and if you're collecting a lot of documents and you're scanning things and passing through records, it's not hard to go over that end. also paying more and finally, the last thing they will charge you are the add-ons.

There are some of them that will offer optional or third-party add-ons to integrate with things like Microsoft Outlook, Microsoft Office, for example, fax machines, etc. These add-ons increase the functionality of the CRM software throughout the company, so it's something else that you also have to be very careful with and I think that gives you an overview of the CRM system, what it does and what it can do for you . and what it offers. Any questions, please write in the comments below. Thanks for watching this video. This is my first class, so thank you very much for watching.