Session 1. Global overview ands understanding of CRM usage

Question 1

What is a CRM?

Answer 1

A system to collect data to manage intercations with customers and potential customers.

Everything starts with sales | first customer contact.

Question 2

What departments are benefited from the CRM?

Answer 2

Sales
Service
Marketing
Commerce
analytics
Integration
Platform
Industries
Learning
Employees
Partners
Success

Question 3

Three main features of a CRM

Answer 3

• Records customer contact information
• Organizes the information
• Improves customer relationship management by creating a 360º view of the customer.

Question 4

What contact information does the CRM record?

Answer 4

• Email
• Phone number
• Website social media profile
• Personal preferences on commmunications

Question 5

Why companies use CRMs?

Answer 5

• As technology
• As strategy
• As a process

Question 6

How is CRM seen as a technology?

Answer 6

To record, report and analyze interactions between the company and the users.

Question 7

How is CRM seen as a a strategy?

Answer 7

To know how relationships with customers and potential customers should be managed.

Question 8

How is CRM seen as a process?

Answer 8

To nurture and manage those relationships.

Question 9

Why are CRMs important?

Answer 9

• To deepen relationships with customers.
• To forge good relationships
• To keep track of prospects and customers
• For customer acquisition and retention
• To have everything in one place, in one dashboard.

Question 10

What does a CRM system? (8 Usages)

Answer 10

1. Centralize and share information in real-time
2. Manage contacts and integrate them into a database
3. Identify the best business opportunities
4. Prospect the right contacts with an effective follow-up
5. Sell-by customising the offer and build customer loyalty
6. Improve the quality of technical support and customer service
7. Track interactions with contacts
8. Analyze sales performance with a dashboard

Question 11

6 Benefits of CRM

Answer 11

1. Built trust trough a continuos follow-up
2. Maintain contact between-after sales –> marketing –> communication (pipeline)
3. Analyze customer behaviour
4. Personalize relationship and provider dedicated input
5. Create experience
6. From loyalty to increase sales

Question 12

How data circulates?

Answer 12

Through a pipeline

Question 13

What are the parts of the pipeline?

Answer 13

Marketing automation
CRM

Question 14

What parts come in the Marketing Automation? (From up to bottom)

Answer 14

Raw Leads
Viable Leads
Nurtured Leads
Active Leads
Marketing qualified leads

Question 15

What parts come in the CRM? (From up to bottom)

Answer 15

Sales Accepted Leads
Opportunities
Closed / Won

Data collection starts in the first sale.

Question 16

Steps of the customer cycle

Answer 16

1. Reach
2. Acquisition
3. Conversion
4. Retention
5. Loyalty

Question 17

Customer cycle to CRM process (List the steps)

Answer 17

1. Generate brand awareness
2. Acquire leads
3. Convert leads onto customers
4. Provide superior support
5. Drive upsells and referrals

Question 18

CRMs developments (Examples)

Answer 18

• AI-powered CRM systems
• Integrated IoT devices
• Integrated under mobile phone
• AI-driven speech recognition