CRM Considerations II

"Why are we doing this?" 

Some other things to consider for any CRM project include:

Create a CRM business case that answers the question: "Why are we doing this?"  The business case:

• Identifies areas with the highest ROI potential
• Defines metrics that will be used to assess performance
• Provides the justification for moving ahead
• Defines the framework for prescribing, supporting, and monitoring subsequent actions.

Identify and prioritize the CRM value proposition: "What business benefits can we expect from CRM projects?"

Design a CRM operational "blueprint" that answers the question: "What is the desired end state for this phase of the journey?" The blueprint:

• Defines the resulting stakeholder experience
• Allocates resources
• Describes how the IT infrastructure will be built and how processes will be designed.

Construct a long-term road map for implementing CRM solutions.  This should answer the question: "What will we do and when?"  and convert the "blueprint" into a prioritized sequence of projects/initiatives.

Build and maintain support for the company's CRM efforts, and stay on course.  

ACTION POINT: When implementing CRM ask the question "Is everyone committed and are we aligned?"  and address ongoing sponsorship, governance, and change management.

CRM Considerations

CRM systems are highly strategic and potentially disruptive--therefore they require careful consideration.

Given the high-profile they play in the organization and the changes they will likely drive in the behaviors of sales-force and customer-service personnel, investments in CRM systems are highly strategic and potentially disruptive--therefore they require careful consideration.

Distributor managers should explore the implications of change management (that is, the impact the implementation will have on individual responsibilities, roles and job tasks) when investigating such a system.  This information coupled with an understanding of individuals' ability and willingness to change, will form the basis of a change management plan that must accompany any CRM project.

ACTION POINT:  Understand the behavior changes that must accompany any CRM project.

Pushing Beyond E-Commerce

this starts with the features and functionality of their website.

A robust, intuitive, highly functional web presence is already an important sales channel for most distributors--and an increasingly central component to their marketing, customer service, and communications activities.  Yet, as mentioned earlier, many distributors indicate they are "not easy to do business with."  In many cases, this starts with the features and functionality of their website.

Today's websites must be well developed, information-rich, and equipped for e-commerce and online customer service.  The most basic expectation is that a distributor's website facilitates the quick and accurate completion of various transactions (such as sales, returns, discounts, rebates, and application of payments) via an intuitive interface.  Automating these tasks is is essential to improving response times, reducing errors and assuring reliability, which collectively creates differentiation for the distributor.   The e-commerce experience should provide other functions, such as advanced product search; an easy-to-navigate product catalog (one that provides specification, images, schematics, price, and performance information, ready access to order history, and status; updated material safety data sheets (MSDS) where applicable; and multiple "contact us" options via e-mail, chat, or phone.

ACTION POINT:  Use your website to automate and enhance the customer experience.

Steve Jobs 7 Principles

His innovative spark changed the world we live in today.

Steve Jobs recent resignation marked the end of one of the most inspiring careers in business history.  Some people will impact an industry, Steve Jobs revolutionized several, computing, telecommunications, music and movies.  His innovative spark changed the world we live in today.

Research identified 7 principles that were central to Steve Jobs and Apples success.  They are:

1. Do what you love -"Life is too short for living someone elses dream"

2. Put a dent in the Universe - In the 70's when computers were only in the hands of a few hobbyist's, Jobs had the vision of computer in the hands of everyday people.  The Mac was born.

3. Connect things to spark your creativity - Job's once said that "creativity is connected things."  People with a broad set of life experiences can often see things that others miss.

4. Say no to 1,000 things -  Steve Jobs was proud of what Apple does, but he is also proud of what Apple chose not to do.  Job's said innovation comes from "saying no to 1,000 things.   This speaks to simplicity.  Simplicity is the elimination of clutter.  There is only one button on a Ipod, Iphone, and Ipad for a reason.  It's simple.

5. Create insanely different experiences -   Jobs created many product innovations but he also innovated around the customer service experience.  The Apple store concept was not about moving boxes but about enriching peoples lives.  As a result Apple stores make more money per square foot than any other retailer and they are packed morning to night.

6. Master the message - Great ideas are nothing if they can't be communicated.  Steve Jobs is the world's greatest corporate storyteller.  His presentations informed, educated, inspired and entertained.  Steve Jobs thought visually, his presentation slides used very few words.  People remember information better when it's presented with words and pictures.

7. Sell dreams, not products - Steve Jobs captured our imagination because he really understood his customer.  Your customers don't care about your product, they care about themselves, their hopes, their ambitions.  If you help your customers reach their dreams, you'll win them over.

ACTION POINT: Get your Apple on.

Empowering the Sales Force

Distributors can achieve these goals with SFA (Sales Force Automation) applications,


Supplier’s expectations concerning the availability of downstream information are increasing—a situation that demands more from the wholesaler-distributor’s sales force. As a result, the sales force’s ability to monitor, capture, and communicate customer activity and inventory levels—and report on local market conditions and trends—is becoming more and more valuable.

Distributors can achieve these goals with SFA (Sales Force Automation) applications, which also enhance their ability to ensure that their own sales force and any agents have the latest information about products, prices, promotions, order status, order history, credit quality, and market conditions.

Assessing sales force productivity is also viewed as the most important activity among distributors. Given the premium customers place on receiving value from their supplier, it is incumbent upon distributors to provide their sales force personnel with the tools and techniques they need to excel in their jobs and to measure their effectiveness and efficiency.

ACTION POINT: Identify the technology tools that will equip your sales team with the latest information and track their productivity.