Customer Centric Business Strategies Blog

To all my blog readers:

I will be speaking at the CRM Evolution Conference in NYC on August 2:

Here are the details:

CRM Evolution Conference

August 2, 2010
New York, NY
NY Marriott Marquis Hotel

Executive Boot Camp, Part 1 & 2
Barton Goldenberg, President, ISM Inc.

This non-technical boot camp targets the busy executive who needs to get pragmatic advice about today’s CRM and how to successfully apply CRM tools and techniques to their business. This briefing will walk you through the CRM definition (a business approach that provides sales, marketing, customer service, ebusiness, and business analytics tools and techniques to support an organization’s business strategy), describe the key people/process/technology CRM components, dig into emerging trends such as mobile CRM, social CRM and multichannel CRM, offer advice about how to formulate your CRM strategy, detail components of the CRM value proposition, reveal the 10 critical success factors for making CRM happen, and highlight leading CRM executive issues (i.e. obtaining high user adoption; getting the people/process/technology mix right; managing your software vendor/integration partners). Barton will share with you lots of real-life examples during his presentation and provide ample time for participant discussion. Regardless of where you are in your CRM efforts, this is one bootcamp you will not want to miss!

Here is Weblink for information on my speech:

http://www.destinationcrm.com/conferences/2010/speaker.aspx?Speaker=BartonJGoldenberg

Posted by - Barton Goldenberg @ 2:17 pm

Here is an example of a Consumer Goods Company, which underscores the impact of implementing new CRM processes on an organization’s operations.

In 2007, one of our  global consumer goods customers  embarked upon a CRM initiative that included the creation and automation of a “key account” management process, yet the company encountered problems right out of the gate. Rather than mapping an appropriate key account management process, the organization decided to look for a CRM software vendor who incorporated a key account management process within its software, and the firm found a vendor who offered a generic key account management capability. The consumer goods company purchased the software and trained its personnel on how to use the software’s key account management process.

During the software training, however, those users became increasingly uncomfortable with the depth and value of the software’s key account management capabilities. The users-in-training felt the software’s key account management process failed to address key internal issues, such as the criteria for choosing a key account, guidelines for determining which personnel join a key account management team, and policies for customizing service level agreements for each key account. After much debate, the organization put the CRM initiative on hold, created its own key account management process internally—with full backing from potential users—and produced a revised RFP based on the internally generated process specification. 

This organization discovered that the following steps were needed to maximize the effectiveness of customer-facing processes: Rely first on internally generated processes (preferably with customer participation), document and train on new or modified processes, and then look into CRM software tools to help make the customer-facing processes work more efficiently.

To all my Blog readers, please feel free to post any comments on any of my posts on my Blog.  I welcome and encourage discussion/debate on my Blog postings.

Posted by - Barton Goldenberg @ 7:41 pm

Here is my discussion on the role of the CRM Process Component, a crucial element for the key to CRM success

The process component of CRM is considered the most delicate because any inappropriate automation of CRM business processes will eventually lead to numerous errors in the CRM implementation and lead to the creation of inappropriate processes in the organization . While most companies have customer-facing business processes in place (i.e., processes that directly interface with the customer during the purchase, payment, and usage of the company’s products and services), these business processes often need to be updated or replaced.

For effective process change, a company must first examine how existing customer-facing business processes work. Then, the company needs to redesign or replace deficient processes with new ones, created and/or agreed upon internally. In other words, while it’s not wrong from an educational perspective to look at built-in processes within a CRM software package, new processes are easier to implement when the process are internally driven. Companies implementing a CRM initiative often correct their own customer-facing process deficiencies by purchasing CRM software that contains one or more business processes prebuilt by the CRM vendor and forcing the process on system users instead. 

When reviewing your customer-facing business processes, use a structured approach. For example, does each customer-facing business process have clear ownership, goals, and measures? Does each process have proper departmental interfaces that ensure needed customer information flows across multiple departments? Does each process have documented procedures? Does each process have integrity (i.e., the process gets implemented the same regardless of who implements it and where)?

To all my Blog readers, please feel free to post any comments on any of my posts on my Blog.  I welcome and encourage discussion/debate on my Blog postings.

Posted by - Barton Goldenberg @ 7:00 pm

Here is my discussion on the role of the System Administrator for CRM Systems, a crucial element for the key to CRM success

In most companies, a systems administrator is required to manage the CRM system. A good systems administrator works closely with the help desk and the external software vendor(s) or internal IT department, while maintaining a close working relationship with system users. As a rule, once the initial systems integration and training are completed, most CRM systems require a half-time systems administrator for up to 100 users. For more than 100 users, one or more systems administrators may be needed, though this will depend on the capabilities of the help desk, the number of users, and the complexity of the system.

Be sure to staff your systems administration function with qualified individuals. Customer-facing representatives or executives in the field who use the system rely on a properly working system with up-to-date, accurate information.

Finally, be sure that you address the need for comprehensive training, an effective help desk, and systems administration functions up front. Case after case has shown that these items can be the deciding factors in rolling out a successful CRM initiative.

To all my Blog readers, please feel free to post any comments on any of my posts on my Blog.  I welcome and encourage discussion/debate on my Blog postings.

Posted by - Barton Goldenberg @ 8:59 pm

Again, I reiterate from my June 1 blog entry: here is a video that everyone who is following my blog should see:

http://vimeo.com/11551721 

This video demonstrates that Social Media is emerging as perhaps the biggest shift since the Industrial Revolution. It is produced by Erik Qualman, the author of “Socialnomics”.

Like many other top consultants, I believe that Social Media is a phenomena that will deeply influence the worldwide marketplace for years to come.  With over 200 million people joining Facebook in one year and Facebook numbers at present making it the third-largest country in the world, I agree wholeheartedly that “Social Media isn’t a fad, it’s a fundamental shift in the way we communicate.”

-         Barton Goldenberg

To all my Blog readers, please feel free to post any comments on any of my posts on my Blog.  I welcome and encourage discussion/debate on my Blog postings.

Posted by - Barton Goldenberg @ 6:39 pm

Last week, Inc.com published an article “How To Choose CRM Software” from Brenda Poster-Rockwell on the appropriate method of choosing CRM software to fulfill your company’s needs.  ISM President,  Barton Goldenberg, was quoted several times in this article.

Here is an excerpt in the article in which Barton discusses the necessity of obtaining the support of staff in an CRM initiative, along with the actual costs of a CRM system:

CRMs offers “business functionality at your fingertips that will save a ton of time for front-line personnel.” 

Although there are many reasons to invest in a CRM, there are potential obstacles to successful usage. One of the most important factors on the road to success is employee buy-in. “Fifty percent of the initiative is people,” said Goldenberg. There has to be “a willingness and commitment of a company to be structured in your sales, marketing, and customer service approach,” before implementing a CRM.

Short of the threat of job loss, to encourage employee buy-in, Goldenberg suggested a top-down approach whereby management sets the example in using the tool. Also, he suggested creating a “CRM Champion,” someone who is the go-to employee (not the boss) who really understands the system. Further, Goldenberg suggested offering rewards and incentives to help employees overcome the fear and concern of learning the new system.

Among other roadblocks to CRM success, the next major challenge is the cost. Goldenberg said it can cost anywhere from $500 to $2000 per user per year to implement a CRM. “The CEO needs to understand the cost of CRM goes beyond simple licensing, rather it encompass the license, training, and whatever business process changes they need to make.

 In addition, Barton also discusses three areas to consider when weighing the pros and cons of a CRM System: Platform, Ease of Implementing CRM and Vendor Strength/Weaknesses.

To read the entire Inc.com article ” How To Choose CRM Software”, please click on the following Weblink:

http://www.inc.com/guides/2010/07/how-to-choose-crm-software.html

Posted by - Barton Goldenberg @ 9:37 pm

Here is my discussion on ‘Help Desk Training’ For CRM Systems, one of the Six Types of CRM Training:

Every  system user should have a comprehensive help function in the CRM software, which may or may not include system User Documentation online. A help desk should also be set up to support your CRM system. Users often contact the help desk by phone, although more companies are implementing a help desk that offers multimodal access via e-mail or Intranet).

The help desk fulfills several important needs, including one phone number to dial when the user encounters a problem. This implies that the help desk should be staffed with properly trained personnel and supported by a system that features proper logging and tracking of callers’ questions. In smaller companies, the help desk may be integrated with the systems administrator function. In larger companies, staff is usually trained to support CRM applications or individuals are trained to support more than one application within the company.

A successful help desk requires strict business procedures to handle incoming questions. For example, each question that is received needs to be logged in so that there is a record of the types of incoming questions. When a caller’s question cannot be answered on the spot (often called first-line or first-tier assistance), the help desk should then route the question to the appropriate individual within your company (second-line or second-tier assistance), such as the systems administrator, and then track the question until the query has been resolved. In the worst-case scenario, the question may require changes to the software code (third-line or third-tier assistance), which may mean that the help desk routes the question to the systems administrator, to the IT department, or even to outside software vendors (especially if third-party software packages are being used).

To all my Blog readers, please feel free to post any comments on any of my posts on my Blog.  I welcome and encourage discussion/debate on my Blog postings.

Posted by - Barton Goldenberg @ 7:21 pm

Individuals trained on the system who use the system soon after are likely to retain much of their training. However, even the most seasoned learner can benefit from periodic remedial training updates, particularly if there are new systems releases that include new functions and features. Remedial training sessions should be scheduled within six months after the system has been implemented and at least annually thereafter. Again, supplemental training can be channeled via e-learning and Internet/Web-based online training. Ask your vendor what capabilities are available.

Regardless of the training format(s) you choose, your company should take training seriously. I have seen more than one CRM system fail because of insufficient training. My firm helped one company with its training; the company did not have PCs set up, the software had not been loaded, no printers were available, and no modems were installed for proper training. This company’s CRM system was in trouble from the start.

To all my Blog readers, please feel free to post any comments on any of my posts on my Blog.  I welcome and encourage discussion/debate on my Blog postings.

Posted by - Barton Goldenberg @ 7:10 pm

Here is my discussion on ‘System Administrator Training’ For CRM Systems, one of the Six Types of CRM Training:

If a vendor sold the software to your firm, this type of training takes place with the vendor and your assigned systems administrator(s). This individual(s) will be performing day-to-day system maintenance such as assigning passwords, customizing screens, and updating databases. Even if the software was built in-house, which happens about 30% of the time and usually happens because the company’s IT department feels that developing their own software will better address in-company system requirements, it is still critical that your systems administrator receives proper training.

This training typically takes between three and five days to complete, but two weeks is possible. Again, the training should be hands-on with one instructor for every three participants. Each systems administrator should receive comprehensive system

Posted by - Barton Goldenberg @ 9:50 pm

I just held another successful ISM Webinar titled: “How Do You Benefit From Mobile CRM”.  It was a very exciting Webinar with lots of attendees and interesting questions.  For those who missed it, here are the main tidbits from my Mobile CRM Webinar:

According to the IDC, the number of worldwide mobile workers will reach 1 billion by the end of 2011.  In 2009, the mobile subscriber base witnessed an annual growth greater than that of the Internet.

There currently is a Phone Obsession in the marketplace as indicated by these findings:

• 1.2 billion cell phones sold annually
• Smart phone penetration: >25% by 2015
• Mobile subscribers worldwide:

         -  4.5 billion in 2010

         -  6.3 billion in 2014

• Applications downloads worldwide:

        -  2.4 billion in 2009

        -  36 billion in 2014

The key factors driving Mobile CRM are:

• New mobile devices
•  Improved networks
•  Software enhancements
•  Meaningful WIIFM
•  High user-uptake

There are three major mobiles devices that are heavily influencing today’s market:

• Netbooks and Mini-Notebooks
• Smart phones as Pocket PCs
• Tablets

Increasingly, improved networks are bringing about multi-networks, less latency, improved bandwidth, enhanced security and affordability. 

Impressive software enhancements such as valuable built-in processes, powerful dashboards, in-context information are providing extraordinary software applications to the market.

Other factors driving the Mobile CRM market are meaniful WIIFM and high user-uptake.

In conclusion, ISM sees the future of Mobile CRM as:

• Location & context-based ‘push’ services
• Social media integration
• Increased simplicity & relevance
• Must respect new people/process/technology mix

ISM will be placing the Webinar recording of this Webinar on the ISM Webinar Webpage in a few days.

If anyone has any questions concerning my “How Do You Benefit From Social CRM” Webinar, please feel free to contact me at: BGoldenberg@ismguide.com

Posted by - Barton Goldenberg @ 8:39 pm