Customer contact management for Sport organisations

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hello and welcome to the KPI Institute's webinar software for customer relationship management success my name is Andre Costa and I will be a host for today along with our presenter Adrian Sciuto this webinar is part of a series of free educational materials that aim to enhance the knowledge and know-how of those interested while also creating a bridge between us as a company and you are public the KPI Institute is a research organization specialized in business performance there operates research programs in 12 practice domains each link to a certification course ranging from strategy and KPIs to employee performance and from customer service to innovation performance the KPI Institute continuously builds on its values of best know-how data and facts and common sense to achieve its mission of integrating performance as a discipline through research publications and what interests us today through educational programs such as this webinar today 13 years after the KPI Institute was created we can proudly say to our productive reach professionals in five continents and there are public comprises a worldwide community of 73,000 members online and 28,000 registered companies on smart KPIs calm today's webinar provides a great opportunity for professionals to better understand the capabilities of a customer relationship management software and it will be delivered by Adrienne Chateau the software integration manager at the kiai solutions he is focused on helping organizations identify and implement efficient software solutions automate processes get a clear and transparent view over their data and improved collaboration in general he helps them achieve true performance by leveraging technology correctly this presentation lasts for approximately 30 to 45 minutes please feel free to ask any questions you might have during the webinar as they will be answered at the end of the presentation in our Q&A session enjoy the KPI institute's webinar software for customer relationship management success now I would like to invite Adrienne to begin his presentation hello my name is Adrian Sutil I'm happy to be here with you and I hope that I will help you better understand what the CRM system is or what makes a CRM system a must-have for any organization today's agenda will focus on four main topics and those are the customer relationship software and its role the elements that make a CRM system efficient the free CRM systems and their characteristics and the last part will be a quick look over Microsoft Dynamics 365 for customer engagement a hands-on approach and after that there will be a session with questions and answers by participating at this webinar you will better understand the role that the CRM system has within an organization you will also identify the key benefits that such a system brings and you will learn about the importance of the high level of customizations that some CRM system bring as features and also you will understand what process automation means within CRM and you will see some examples of process automation so what's the role of the customer relationship management software well from software perspective the customer relationship management or the CRM software is an application that helps customer service sales representatives and all the other stakeholders store and manage information regarding their customers and also their own action that are targeted to the customers or that are conducted while communicating sending offers and negotiating with the customers basically the customers contact the company through a lot of touch and also the sales representative reach the customers through multiple channels and keeping track of all that exchange of information together with information related to orders to codes information related to the Salesforce and their performance and so on can be quite overwhelming and therefore the CRM systems were created and they allow organizations to organize all this information and to gain some quality insights from using it and from analyzing it it is very important from our CRM software perspective to understand a customer's journey well basically this means the steps or the stages that customers the that customer is going through from the very first contact to the moment it becomes an actual customer and maybe even a active promoter for the company and again by having a clear picture clear overall overall picture and also access to each little detail that you are interested in regarding a certain customer or another customer you will get larger advantages you will save a lot of time and you will work more efficiently next I would like to ask you a question are you currently using a dedicated CRM software yes or no thank you for answering this question as I can see all the people that have vote have selected an answer are saying that they are not currently using a CRM software a dedicated CRM software I hope that today's presentation will help you better understand this type of software and knows maybe think again about implementing such a software so which are the elements that are actually making a CRM system efficient well there are a lot of software solutions on the market and they all offer some particular characteristics or particular features but there are some key elements that have to be present in any solution that is dedicated to businesses in order to ensure efficiency and to really bring benefits to the companies that are using that solution so maybe the most important of all is the ease of use basically you need to have an intuitive interface and it also has to be fast you need to have a quality user experience so that you can quickly identify information and you can also navigate between records from wherever you are on the platform and you also get some tips when it is the case or you get some warnings when you forget to provide some essential information or when you are trying to let's say skip a step in the customers journey within CRM another key aspect is the customization options basically most of the large CRM systems are bringing you as soon as you buy them the basic features so you get a bunch of features you get a basic system and you get of course you get a lot of useful let's say connections and tools and links between information that allow you to to bring value to your company but in order to really benefit and to adapt that solution to your particular needs you need to have a CRM system that allows customization until the very small details so a quality CRM system allows you to customize your records your fields you can basically store any type of information that is relevant for you in the customer relationship management within those fields those custom fields that are created especially for your case and you can also define different level of security so that not everyone has access to each piece of information or so that some of the users can only see that piece of information and let's say only their managers can actually edit the information another important aspect of a quality CRM system is represented by the process automation basically there are a lot of let's say relationships cause-effect that a cure in the daily activity for example a very basic example will would be the country and the continent in which that country is taking part of so basically if you have a field called country and you have another field called continent when you choose the country you would normally have to also choose the continent but if you have a little automatic process there you can just choose the country and the system will provide a continent automatically based on your previous choice and of course this is a very simple scenario but there are much more complex scenarios where process automation can can work in your advantage and save a lot of time for them and users and also eliminate a lot of the human errors because we live in an dynamic and interconnected world where we just have access generally to information wherever we are through both the desktops or the laptops but also the mobile devices like tablets or smartphones it is also important for such a solution to be available on these devices too so that you can access information or even add or edit existing information on the go also reporting is very important because many times when you we try to implement a solution you start with a certain needs in terms of reporting but as you grow and as your business grow and as you start exploring the possibilities that you have by using that solution you might end up needing more reports or you might end up wanting to improve the existing reports and if this means that you have to go back to the developer of the solution and to ask them to develop those reports from you and to let's say pay them because they are doing a service for you that night might end up being quite costly for you but if you have a full control and you if you have tools like drag and drop or metals like drag and drop or select or just check all the columns that you want to include in a certain report then it will be very easy for you to generate your own reports and your business will be in control of the system of the reporting system so you will not have to to go to someone else and pay them a lot of money to to do some further developments in order to get new data or to get the data in a new layout and of course it is very important to have the integration capabilities for any CRM system because there are a lot of additional software like email marketing software or email clients or even LinkedIn sales navigator although it is not as software by itself it is a service that is used by customer engagement representatives and integrating such systems with the CRM will allow you to or will better set will ensure the automatic transfer of information between the systems and once more will save a lot of time for the end users and will also help reducing human errors next I would like to present you a simple use scenario of the CRM system let's imagine that we are talking about a company that sells computers and other other hardware and the customer service representative receives a call from a customer from an actual customer and after receiving this call the first thing the customer service representative does is access the CRM system and access the record that is associated with that particular customer and when he accesses this record he or she can see every activity that involved the company and that customer and every communication that was um that was conducted from both ends and let's imagine that this customer called because one of the products he has bought from the store and a product that is still in warranty got broken and he called to request for it to be fixed and also to request that the product were to request for the product to be picked up by the company so in the same window the company representative can check if the product was indeed bought by this customer if the product is indeed still in warranty and if the customer also bought the pickup additional service so he does that he finds out that this information is true and also in the same window of course there are little let's say sub grades in the window so is not like typing information in an excel file there are independent sections for every type of information that the representative sees or enters in in that window so basically in the same window in the corresponding section the representative will create a service request for this customer so basically he or she will just go ahead and create the request and select the customer select the broken product select the service that the customer has requested that additional pickups service and then the record will be saved there let's also assume that at the end of the each at the end of each day all those requests all those pickup requests are centralized and sent for for processing if the company needs to let's say export this information in an excel file to send the porter to to the courier's they can just pick the columns as I've said every every relevant information and send it and that's that's what the representatives do and also at the end of every week the the old the requests are used to generate a report and once more the representatives are free to choose whatever information they want and then they find relevant for photos report by selecting it or drag using the the drag-and-drop method so there is no programming involved and there is also no no need for an IT specialist to be to be involved in this process and as I have said all the information that is required for those two reports or for the the export of data to be sent to the courier and the report are generated directly from the CRM system there's basically no other system involved and in this scenario there are also they could be also some process automation involved one important elements is represented by the data validation so basically in order to make sure that all the information is valid and that it reflects the reality you can rely on the humans on the on the individuals that are entering the data or you can set a series of conditions and checks that will be made by the system and once more in that way you just make sure that there will be no no human errors so when this representative is trying to create a service request the CRM checks to see if the product is still in warranty if for any reason the customer service representative missed this information and I'm talking about the information that this product is not actually in warranty the system will not allow him or her to create the service request and it will probably display an alert telling a this product is out of warranty and also before adding that pickup service the CRM will perform the same action but this time it will check for for something else for for that the existence or the non-existence of that additional service also the process automation in this case can be involved let's assume that for this additional pickup service the company is working with a few different courier services and for each geographical area there is another partner involved so there is another company that actually picks the product and brings it to to our company and based on the consumers or the customers geographical area the CRM system will again automatically assign the pickup request to a certain courier so the user can provide the information by himself and also that individual cannot modify the information by mistake it is it is read only it will be provided by the system and it will only modify in case let's say the customer changes its address and he will belong to a different geographical area and another aspect is the one regarding the report fact reporting flexibility and for reporting one of the things that is really nice about the the CRM systems or at least the the quality CRM system and in general any quality business service software is that they allow relative time periods what does this mean it means that if for example you want to see at the end of the week or during the week at any given point the sales or any information that was created in the system in in a certain period let's say in this week or in last week or in the last three months and so on you can just choose that filter you don't have to to provide the first day of the week and the last day of the week because the system is aware of the the current date and when you choose this week it will always know which is the current week and after you create a report if the next week you come back and you want to to run the same report to see the results for that particular week the system will adapt and it will show you the report results for that week and if in the next week you will want to see the results for the next week it will once more adapt and so on so basically Dora those are relative periods and they always change as the current date changes there was another question regarding the CRM software that your companies are currently using but because you because none of you said that they are currently using dedicated CRM software we will just skip this question now because the evolution of the technology and because there are a lot of developers and a lot of companies that are conducting their businesses in this area there are a lot of free CRM systems on the market or a lot of free CR M systems have been developed recently and many of them are actually quality CRM systems but you always have to pay a lot of attention to to their limitation let's say this example is this table is containing some example of CRM systems it is actually a report and what I want to point out is not necessarily which the RM system of all this is the best or why aren't they good enough but I just want you want you to to visualize this table and to see the fact that there is also always there is always some limitations somewhere and when you choose your CRM system you should always pay a lot of attention to to this limitation for example if you can only have two users and you actually have 20 sales representative that would be that won't be a solution that fits your needs but in the same time you might you may get a solution that offers 100 users for free so that will fit your need but what if you do not get enough storage from that solution storage space and you have a lot of information regarding your customers and you basically cannot store it for free because them the solution doesn't offer you this this so basically you should always pay a lot of attention to all the different characteristics and research and make sure that you you choose the right CRM system and when you choose a CRM system you should take into consideration some main points and it is very important to make sure that it offers a quality user interface and user experience that it has all the core components that are required for your business and also very important and I have pointed this out before to the customization capabilities you might see a wonderful CRM system that is offered for free but it might be very limited from the customization point of view so you should you should always pay a lot of attention to this this aspect also it should be scalable and scalable enough so that you can at any time add new users if you get new employees and also add new information regarding your contact customers sales opportunities and so on basically you you want to make sure that it has enough storage space and in case you are approaching the limit of that storage space that you do have the possibility to to buy some additional storage space and also of course you you want to make sure that your confidential information and information regarding your employees customers and you know financial results sales and everything else is secured and also of course support is very important so you you might want to pay attention to the fact that a certain company offers phone or email support and maybe another certain developer does not offer this type of support and also there are of user groups especially for them for the hype high-end CRM systems there are a lot of forums where people are answering questions and they are answering those questions really fast and you might you might find a lot of help there for your particular questions now I would like to switch from this presentation to actually showing you an example of CRM micro dynamics 365 for customer engagement it is Australian that is developed by Microsoft as its name says and it is considered one of the highest quality CRM systems on the market and I will just point out a few of you key elements of of this software so in this case you will see that you have all the information that you need for let's say yourselves representative so basically you have the lead you have the sales opportunities you can also have competitors in this system orders invoices product codes and so on but what I want to point out right now is the ease of of using process automation and all the other benefits it brings so let's assume that we want to see the lead the leads this is actually a demo database and therefore there are just there are just 10 leads in the system so those are the leads all the ways that I have in this particular case and if I access any of these records I can see all the information that is related to to this particular lead so I can see the topic or better said why am i contacting this person I can see its name job title business for mobile phone email and website I can access the website on one click I can also see a lot of information regarding the revenue and other marketing information and the preferred contact methods so basically I have everything I need right here and even more if I want I can include the sub grades that will show me the orders that were placed by this particular lead that will show me the service requests that were placed by this particular lead and so on but what I wanted to point out here from the process automation perspective is this field you can see that I have a field here called unsubscribe er that is used for email marketing so basically if a certain person and subscribes for from the database that should be pointed out inside Microsoft Dynamics CRM so that it will not be included in further email marketing campaigns as you can see here it is not an unsubscribe or for the moment so basically it is subscribed to the database and if I try to change this field I will not be allowed to change it so one user a sales representative cannot change this field directly because this is this is a security measure let's say because I don't want a user to change this field by mistake and to end up sending an email to someone who has actually unsubscribed from from the database but let's take the let's take the lead stable once more and I will just go ahead and quickly filter those leads I have those two custom created lists one is with the subscribers and one is with the and subscribers so I will just choose subscribers and I can see here all the subscribers that I have in my system and if I choose an subscriber I can see all the and subscribers from email marketing campaigns that I have in my system but let's just assume that this Deborah Garcia has just unsubscribed from from from our newsletter so what can I do I can just go here and click on this run workflow button in order to run an automatic process so in this case I want to mark this particular lead as an unsubscribe I just checked that mark as an subscriber process I apply this process and you will see that this particular lead will be will disappear actually from this from this list of of unsubscribers so you cannot see miss Garcia here anymore but if I choose and subscribers I can see her right here so basically the change happened in in a few seconds also if I access this particular like record I can see that she has unsubscribed and the logic is the following one the end users are not allowed to change the value of that field by mistake but if you are an administrator of the system or if you are the person responsible of managing all the subscribing and unsubscribing inside CRM you have access to to those workflows so you basically just have to select all the records that you want to work with and to run a workflow that will will change the value of that field depending on each situation so this is an example of a process automation combined with with security the end user cannot change it but the person responsible with this change can can change it and he can also or she can also choose multiple records and apply that workflow for for every chosen record another aspect is the opportunities so basically the opportunities represent the sell opportunities and as you can see each of these sample opportunities are are associated with me so basically this means that I am supposed to be the salesperson that is negotiating for these opportunities but I have also created another workflow in the system and this time it is an automatic workflow so I don't have to choose an opportunity and run this workflow by myself it will run automatically in the system as soon as a certain action happens basically it is a cause-effect relationship and when this cause or when this action happens there is a direct effect and in this scenario I have assumed that I am the salesperson and that the head of cells automatically takes care of every opportunity that can bring more than ten thousand US dollars as revenue so as you can see here none of this opportunity is currently bringing that amount of money so I will just go ahead and open one of these one of the support Unity's and here at estimated revenue I will change it so that it will be more than ten thousand US dollars and after I click Save if I go back on opportunities I can see that this opportunity is not longer associated with me but instead it is associated with the sales manager because it is supposed to being more than ten thousand US dollars and of course these are once more some some basic scenarios but you can you can create much more complex scenarios to to reflect your particular needs and you might also want to create a set of consecutive actions that happen when you when you perform a certain action when a certain action is recorded in the system also in case you you want to create a new record you have the possibility to quickly created by using this design this plus sign this button actually here and you can just choose let's say I want to create a lead I just choose lead and I got all the relevant information right here so the top is topic is potential customer for December training and let's say his name is John Smith and I he save and that's it I have a lid if I need to add any additional information because as you have seen there are just a few fields there if I want to add any additional information that is contained in the other fields I can just click on View record and I can I can actually add that information also it brings you this recent view in terms button which allows you to to quickly go to to the previous access records so that you do not spend a lot of time searching and trying to go back to to the records you you previously accessed so if I click on transmit it will just basically take me back to to transmit and another thing that I really like about the process automation order the part that is related to data entry and data quality I will just go to to lead and I will click on new in order to create a new lead and as soon as this window will load you will see that it also has sections for orders and for cases and so on and I would like to to show you exactly how does that work and how is the adding information related to that ladies basically you will have you can have everything everything you want in in a single window it looks like there is an issue with that window loading let's assume that you have certain particular service for example if you organize events and if you do not want to to put the events as events in as sorry as products in the system but you want to have different entity called events you can actually create that events entity you can also associate participants or potential participants to certain events and you can you can fully tailor the system to to your own needs so I will just go ahead and create another Jones Mint in this case you can see a much richer interface in this case this is the the basic interface this is what you get as soon as you you buy the system but as you start taking control you can add any other relevant fields each one you can modify the space between the fields and and so on so basically you can also choose which fields should be required and which fields should should not be required and what I wanted to show you here is that as soon as I choose a country I get this segment filled in automatically for me so Albin is in Europe so I got the geographical segment right there and if for example I choose Bhutan in this case I have the segment rest of the world but if I choose Brazil I have South America and so on so basically I get this information automatically from the system and I cannot change it I will just go ahead and click Save in order to save this John Smith Lindh and right here you can see that you have this activity sub-grid so if I click on add and I choose to add any type of activity I don't have to go to all the way to sales activities and to add another activity I can just basically use this upgrade to to add any any activity for example a task send email regarding registration can be add here and I let's assume that I have to send him this email tomorrow at 8 a.m. and as soon as I hit hit save you will see the activity here the same thing can be obtained with orders with customer service cases and so on so basically you got a rich interface you got a user-friendly interface you got all kind of data validation you have all kind of automation that will help you keep your database clean and make sure that you do not get human errors and you also have an interface that allows you to quickly navigate between records because if for example I want to access this activity I can just click here and I'm taking to the activity and I can see all the information that is related to that to that activity so once more I don't have to go all the way back in the menu to activities and to to search for this particular record so those are some of the things that save time bring value and make sure that you don't get too many human errors from from Microsoft Dynamics 365 CRM perspective now I'd like to go back to my presentation and to sum up what I've shown you and talk to you about today basically the organization's are exchanging a lot of information with customers and potential customers and by using a powerful CRM software they can get 360 degree view over their interactions with those customers or potential customers but it is very important to have those customizations options and to be able to fully take control over your system and also to to pay attention to other details like data security scalability and even pricing when choosing the right CRM software forum for your business and of course by using a quality system you will save time once more eliminate human errors this is a very important aspect because it might happen quite often when you have to deal with a lot of information and you have to type in a lot of information and also to get quality reporting and insights thank you very much for your attention and I will I invite you to ask any questions in case you have thank you very much for your presentation at the end and now as the Dione has stated if anyone has any questions or any curiosities of any sort we will take a couple of moments to wait for them alright we've received a quick question at the end from what you know are these software programs fully localized as in do they support multiple languages for example Arabic language yes yes so Mexico Dynamics CRM has multi-language support and let me just quickly check for you and see if they also support the Arabic language so I will just yes I just wanted to take a look at and to also show you all the languages that Microsoft Dynamics CRM supports and yes you can see Arabic right here in the top of the list so it does support Arabic thank you very much for looking that up now if anyone has any relations we will wait for them so we've received a second question Adriana from what you know are you aware of any KPIs which may be associated to measuring CRM performance or some of the more important KPIs may be measured by CRM but basically as I've said there are various integration options and one of the integrations that can be easily made with with the CRM system is that with Microsoft Dynamics 365 CRM system is power bi basically power bi is a business intelligence software that allows you to create advanced reports indeed power bi is not a dedicated tool for for the performance management so that you will not benefit from an interface that will allow you to build dashboards and scorecards and to integrate KPIs in in the way you you would like to to integrate them in such a system but it does offers you some some beautiful some beautiful visualizations for um for the KPIs and if you if you'll give me just a minute I I might have one one example of KPI of KPIs that were developed in in power bi just let me quickly check that too to make sure yes so these are some examples of KPIs that can be created by using power bi or those are some examples of keeping visualizations that can be can be created by using power bi but you you also get let's say the independent keypad of course you can you can build your own your own dashboards by combining kpi's from different from different areas and you canyou can see them but you basically what I'm trying to say when I'm when I'm saying that it is not a software dedicated for this or only for this is that you will not get you know that menu that you usually get while implement implementing a performance management system where you get I don't know a tab for scorecards or for dashboards and and everything else you just get the visualizations and you can integrate them into into dashboards that represent a collection of visualizations of course you can you can organize them in multiple dashboards so that they they still show the information in the way you want but you will just not benefit from from that menu this is the only integration that I'm aware of and that I I know that is possible but I cannot say that integrating Maxo Dynamics 365 with a certain performance management solution is impossible it might be possible but it would would involve some effort and some developing from a certain IT specialists power bi 101 of the one of the advantages that power bi brings is the fact that it is offered for on for free it is also developed by Microsoft and it is very easy to integrate power bi with Microsoft Dynamics 365 and even if it is offered for free it is actually considered one of the best business intelligence software's on the market it is in the garner Magic Quadrant it comes on the second place on the first place is tableau and on the second place is the Microsoft solutions and power bi is one of Microsoft's solutions for business intelligence and data visualization thank you very much for your answer you're welcome now this brings us to the end of our Q&A session as we have surpassed our allotted time Adrian do you have any last words for our listeners yes thank you very much for your attention and if you need any further information about this type of software's or any other business software solutions don't hesitate to contact us have a nice day thank you very much once again for your presentation thank you the KPI Institute appreciates your interest in the webinar software for customer relationship management success follow our websites and our social media channels to find out more details and to subscribe to our next webinar using balanced scorecards for the strategic management of financial institutions which will be delivered in Spanish and will be held on the 17th of October by one of our partners one Francisco Davis Figueroa also if you're interested in getting a certification granted by the KPI Institute on vital areas within the performance management discipline you can explore our scheduled courses on marketplace KPI institute.org thank you again for your participation and have a nice day