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Posts Tagged ‘Customer Relationship Management’

3 Tips for Ensuring CRM User Adoption

July 22nd, 2013 Ashley Harbaugh No comments

With Ignify being both a Microsoft Dynamics CRM vendor and user, a recent article in CRM Buyer magazine titled “CRM Vendors are the Worst CRM Practitioners” definitely caught my attention.  Tell us what you really think, CRM Buyer.

The core argument of the article, an argument that is 100% correct, is: “If a vendor can't effectively use its own application, how are you going to do it?”

How can customers trust a vendor to implement and configure a CRM system if the vendor doesn't fully understand or use it? How can a customer truly learn about, and benefit from, the powerful sales, marketing, and customer service functionality that a CRM system offers if the vendor doesn't appreciate, or act on, those benefits themselves?

Ignify fully recognized how important Microsoft Dynamics CRM was as a customer relationship management tool, streamlining and consolidating sales and customer service data and processes. And Ignify also recognized that in order to guide our customers toward success with Microsoft Dynamics CRM, we as a company needed to know the system inside out. To understand the mindset of a Microsoft Dynamics CRM end user, we knew that we needed to be an end user as well.

Microsoft Dynamics CRM is the core of Ignify’s sales and customer service operations, supporting our team members with crucial data and insight into our company’s processes.

Read our three tips for ensuring successful, across-the-board adoption of your CRM system in your organization.

1. Treat CRM as a Discipline, Not an Application

According to the article, “One of the main reasons SMB CRM users drop their vendors is because they don't engage with their CRM application, and that's because they're treating it like an application and not a discipline – just as their vendor does.”

Yes, a CRM system is technically an application. But instead of looking at it as just a piece of software, it’s important to look at it as a key business element.

Ignify has incorporated Microsoft Dynamics CRM into the business by structuring the company’s sales processes on it. For example, if a lead comes in, it is first sent to lead management team members who first research the lead contact, and then assign the lead to the correct salesperson. The salesperson is then responsible for updating contact information with further details, as well as tracking communication.

Microsoft Dynamics CRM is the gatekeeper of sales information, with the entire sales team recognizing this and acting accordingly. In fact, a motto of the sales team is, “If it’s not in CRM, then it doesn't exist.” If a sales team member does not keep his or her data fresh and up-to-date, then the executive management team is not able to identify or provide the resources that the sales team member needs.

Microsoft Dynamics CRM consolidates all sales data in one place

Microsoft Dynamics CRM consolidates all sales data in one place, providing a central database for lead and opportunity information, customer information, etc.

2. Get Executive Buy-In

Team members follow the example of their leaders. If their boss uses a particular application, and if the boss expects them to use that application as well, then the team is going to use it – period.

As explained in the point above, if an Ignify executive cannot see what the status, or progress, of a deal is, then he or she cannot provide the support that will best help the sales representative. In fact, when sales meetings occur at Ignify, the Ignify Microsoft Dynamics CRM system is the main focal point of the meeting. The executive team runs down the list of sales leads and opportunities in the system, and then asks questions based on the information there.

To ensure that your team members organization-wide successfully use CRM, you need to make sure that each member of your executive team is on board. Confirm that your executives recognize and understand the value of a CRM system – enhanced visibility into the sales pipeline; lead management automation; in-depth analytical and reporting capabilities; etc. If an executive fully appreciates how important a CRM system is as a business tool, then they’re going to use it.

Dashboard and chart capabilities of Microsoft Dynamics CRM

By showing executives the in-depth, powerful analytical and reporting tools within a CRM system (such as the dashboard and chart capabilities of Microsoft Dynamics CRM, pictured above), you communicate the business value of the system. And the sooner that value is recognized, the sooner you will get them on board.

3. Make Sure CRM Works with Employees’ Processes

We are all creatures of habit – it can be tough learning new things, or changing up routines. When selecting a CRM system, you want to choose one that’s intuitive to how your company works – a system that will easily and smoothly fit into your employees’ work lives. Because the less disruption that a CRM solution’s implementation causes a company’s individual workers, then the more quickly they can transition to the system.

Since Ignify is a Microsoft shop, Microsoft Dynamics CRM’s ability to integrate directly to Microsoft Outlook was a hugely valuable asset. Being able to access the CRM database right from Outlook, as well as the ability to track emails to customers and prospects with just a click of a button, saves time and keeps sales reps on top of tasks. Since the Ignify team uses Microsoft Outlook on a daily basis, having Microsoft Dynamics CRM within the Outlook application itself made it easy to incorporate Microsoft Dynamics CRM into their daily habits as well. And because the Ignify team is so well-accustomed to Outlook, Microsoft Dynamics CRM’s integration tools with Outlook provided team members additional familiarity with the CRM system.

Walking the Walk

By using Microsoft Dynamics CRM to support business processes, Ignify understands not only the software itself but also the mindset of the end customer. What better way to grasp the needs, concerns, and wants of a Microsoft Dynamics CRM customer than by being a customer yourself?

As the article states, “When you can’t capitalize on CRM, it sends a message that no one can. Instead of paying lip service to what CRM ought to be, vendors need to assert their expertise, walk the walk, and take pride in setting the pace as the world’s best CRM practitioners.”

Ignify knows how a CRM solution can take a business to the next level. Does your CRM vendor?

If you have questions or would like more information, please email us at crm@ignify.com.

Ashley Harbaugh is a Product Marketing Specialist at Ignify. Ignify is a technology provider of ERP, CRM, and eCommerce software solutions to businesses and public sector organizations. Ignify has been included as the fastest growing business in North America for 5 years in a row by Deloitte, Inc Magazine and Entrepreneur Magazine and ranked as one of 100 most innovative companies in the world in the Red Herring Global 100 in 2011.

Making an Impact: Achieve Customer Engagement Success with Microsoft Dynamics CRM

June 6th, 2013 Ashley Harbaugh No comments

 “Don’t ever go to that bank – It’s horrible! I’m never going back there again.”

My sister Krystal planned to do some shopping one Saturday, and so before heading to the mall, she decided to deposit and withdraw some money at a bank on her way.

But instead of being able to quickly complete her transactions, the bank teller serving my sister had different ideas – namely, by explaining in detail the bank’s new programs aimed at Krystal’s age demographic (my sister was not interested); by describing new accounts Krystal could open (my sister did not care); and by asking repeatedly why Krystal did not do Activity A or Activity B with her account, and then elaborate on the benefits of those activities (my sister was not pleased).

Krystal’s frustration intensified when the teller’s manager came over to chime in with information and offers as well.

“All I wanted to do was get my money, but they would not stop talking. I didn’t even ask any questions in the first place! Seriously, do not go there if you don’t want to be interrogated.”

While the bank teller had the good intention of trying to do some customer relationship building with my sister, she unfortunately didn’t grasp that my sister did not want a relationship – she just wanted her money. By not understanding what her customer wanted, the bank teller unfortunately drove that customer away.

Different Customer Mindsets

According to an article in American Banker magazine titled “Mindset Marketing: Targeting Customers Based on What They Value”, a study by Deluxe Corporation found that customers of financial service institutions and credit unions fall into one of two categories: the “jobs-to-be-done” consumer, or the “eliminate barriers” consumer.

Different Customer Mindsets

Source: www.americanbanker.com
Financial service and credit union customers generally fall into either the “jobs-to-be-done” consumer category, or the “eliminate barriers” consumer category.

My sister firmly belongs in the “eliminate barriers” group: people who want quick, easy, free access to their money without being bothered.

People in the “jobs-to-be-done” group instead view their bank or credit union as an aide in accomplishing their financial goals or objectives. They are open to hearing advice or tips on how to improve their finances, they want to know about new programs or special offers, and they are willing to pay for information or services that will provide value (in essence, this crowd adheres to the “you get what you pay for” philosophy). 

Good Information Leads to Good Interaction

If the bank teller had known that my sister was an “eliminate barriers” type of customer, no doubt she would have tailored her messaging accordingly. But in order to tailor that message, the teller first needed the right information. Ignify’s Microsoft Dynamics CRM for Banks and Credit Unions Solution provides banks, credit unions, and other financial services institutions with a central, standardized customer data repository.

By allowing account managers and customer service representatives the ability to instantly access and update customer information, customer-facing employees are able to dive into the customer’s mindset – identifying what the customer needs now, and what the customer wants in the future.

For example, did a customer call up asking for more information on getting a home loan? Did a customer ask about business financing?  Documenting inquiries and interests creates an important record of the customer’s history, which supports more effective communication in the future. By being able to talk about things that are of interest, and of value, to the customer, bank team members are able to perform better up-selling and cross-selling by pinpointing the most relevant information and services.

Microsoft Dynamics CRM equips customer-facing employees with an in-depth database of customer information, allowing them to see a customer’s account information, needs, preferences, interaction details, and history

Microsoft Dynamics CRM equips customer-facing employees with an in-depth database of customer information, allowing them to see a customer’s account information, needs, preferences, interaction details, and history.

Organizing and Displaying the Right Data

Having all the information in the world at your fingertips is no good if it’s a) irrelevant; or b) hard to understand. With Microsoft Dynamics CRM, team members are able to filter and display data that is most useful in their day-to-day work, giving them a clear view of what’s going on, and which actions need to be performed.

Dashboards in Microsoft Dynamics CRM enable account managers and customer service representatives to set up the information panes that are most relevant to their needs, allowing them to see and understand data at-a-glance

Dashboards in Microsoft Dynamics CRM enable account managers and customer service representatives to set up the information panes that are most relevant to their needs, allowing them to see and understand data at-a-glance.

Dashboards in Microsoft Dynamics CRM are one valuable way that bank employees are able to easily and efficiently organize data. Employees are able to specify the data they want set up in a dashboard pane, and they can then choose which graphical display they want that data to show up as (e.g., in a bar graph, or a pie chart, etc.) With these graphical displays, dashboards provide an instant, visual interpretation of real-time information that employees can understand and act on.

Microsoft Dynamics CRM’s dashboard panes are also valuable in that an account manager can drill down into the data in the graph if they want to get a more granular view. For example, say I’m an account manager who uses the dashboard in the image above, and I want to get a more detailed look at the different customer accounts I have. To do so, I would simply click the button “View the records that are used to generate the chart”, and a new window containing the records of the different accounts will appear.

The graphs and charts posted in a Microsoft Dynamics CRM dashboard are dynamic – meaning that they update with information in real-time, and they allow the user to drill down into the data displayed in the chart

The graphs and charts posted in a Microsoft Dynamics CRM dashboard are dynamic – meaning that they update with information in real-time, and they allow the user to drill down into the data displayed in the chart. 

I can drill even deeper into the data. For example, if I want to see my customers with checking accounts, all I have to do is click the “Checking” bar – and the same goes for the other accounts as well. This is especially helpful because team members not only get the big picture of customer data (the number of different customer accounts) but they also get into the fine details (the individual customer records).

Big Picture and Fine Details – Both Necessary

Having both a macroscopic and a microscopic view of the customer is crucial to maintaining a good relationship with that customer. The bank teller that my sister encountered had a good macroscopic grasp of my sister – she saw how old my sister is, and so she figured that the bank’s programs for her age group would naturally appeal to her too. This was certainly a logical assumption, but unfortunately, without having a microscopic view – understanding my sister’s individual preferences and needs – the teller’s logic was not correct.

To distinguish the services and offers that are most pertinent to a customer, and to craft messaging that is most compelling to the customer when presenting these offerings, organizations need to have insight into both general and specific details. Armed with this knowledge, bank team members are able to determine the best way to invest their time and resources into customer interaction, and plan interaction strategies that provide value to both the bank and the customer.

For more information on how Ignify strengthens customer relationship management efforts for banks, credit unions, and other financial services institutions, please email us at banks@ignify.com.

Ashley Harbaugh is a Product Marketing Specialist at Ignify. Ignify is a technology provider of ERP, CRM, and eCommerce software solutions to businesses and public sector organizations. Ignify has been included as the fastest growing business in North America for 5 years in a row by Deloitte, Inc Magazine and Entrepreneur Magazine and ranked as one of 100 most innovative companies in the world in the Red Herring Global 100 in 2011.

Ignify takes JWC Environmental Live on Microsoft Dynamics CRM

January 29th, 2013 Ashley Harbaugh No comments

Ignify, two-time winner of the Microsoft Dynamics Partner of the Year Award, is proud to announce the go-live of client JWC Environmental on Microsoft Dynamics CRM.

JWC Environmental invented the first dual-shafted waste grinder and eventually named it the Muffin Monster®. Today, JWCE has shipped over 35,000 Monsters worldwide and manufactures over 200 different versions of grinders and screens for waste processing, recycling, sewage treatment and sludge processing. Over the last four decades, the company has built extensive distributor and representative networks in the industry, distributing products through a global network of 50 international distributors and 40 American representative firms.

Samples of JWCE’s high-tech waste processing machinery include:

Committed to providing leading technologies, services and value to customers, JWCE needed a system that could more effectively organize the company’s sales and customer service data. Prior to Microsoft Dynamics CRM, the company did not use a formal customer relationship management system, saving records of leads and opportunities on paper and in Microsoft Access databases. Maintaining these isolated pockets of information led to problems such as lack of collaboration, duplicate information records, and ineffective tracking of follow-up sales activities.

Microsoft Dynamics CRM improves sales pipeline visibility for the company and enables executives to manage the sales funnel proactively. For example, salespeople and managers are able to view anticipated revenue (revenue that is in the pipeline) that would be generated from opportunities, as well as view the revenue that is expected from opportunities for an individual salesperson, group of salespeople, or a territory. Workflows also automate routine tasks like forecasting and opportunity tracking, and maintain customer history and sales activity.

With Microsoft Dynamics CRM providing a single, centralized view of the business, JWC Environmental is able to gain deeper insight into sales performance. And with that enhance understanding, JWC Environmental can more quickly design and implement shredder and screen solutions for their customers.

Congratulations to the teams at JWC Environmental and Ignify for making this go-live successful!

Ashley Harbaugh is a Product Marketing Specialist at Ignify. Ignify is a technology provider of CRM, eCommerce and ERP, software solutions to businesses and public sector organizations. Ignify has been included as the fastest growing business in North America for 5 years in a row by Deloitte, Inc Magazine and Entrepreneur Magazine and ranked as one of 100 most innovative companies in the world in the Red Herring Global 100 in 2011.