Published on March 3, 2014
Customer Viewpoint: Lessons Learned from Enterprise CRM Deployments Tim Thorpe @TimNThorpe Director of Digital Content Global Marketing & Communications Black & Veatch @DynamicsCRMPC
About MIQ Logistics • Formed in 2002 to help businesses manage their logistics • Operated facilities in 21 countries • 6,000 employees at 370 facilities and offices in Asia, Europe, North America and South America • Growth through mergers / diverse services • First CRM solution was salesnet.com • Second CRM solution was Oracle OnDemand @DynamicsCRMPC
Business Drivers • • • • • • • Significant business growth Global personnel footprint Single customer-multiple business Lines being served (one truth) Wanted ease of customization/configuration Elimination of paper-based processes Consistent processes worldwide Enhance user adoption @DynamicsCRMPC
CRM History/Pain Points • Previous CRM systems had been costly/difficult to customize • Growth through mergers had created many legacy systems • Wanted to leverage Dynamics GP as part of implementation • Configuration vs. Development @DynamicsCRMPC
Implementation Overview • • • • Initial rollout to 100 worldwide sales staff Started project in October 2008; Go-live was in January 2009 for 100 users Migrated existing data in Oracle OnDemand using Scribe Insight An xRM solution to handle transportation contract management was added in late 2009 along with another 100 users • Two person implementation team, limited budget, limited CRM experience @DynamicsCRMPC
Key Success Criteria • • • • • Clearly define scope / stay within it Start with a small or finite initial CRM rollout Reengineer your processes before your rollout Evangelize CRM across your organization Partners that have “been there” will help you look around corners to improve the quality of your system • Where appropriate, use 3rd party tools such as Scribe Insight/Adapters @DynamicsCRMPC
Solution Value to Organization • • • • • • Dynamics CRM is a platform! Consistent global processes / single repository Tightly integrated email & CRM Fast implementation Elimination of legacy systems/processes – CRM is a platform! Visibility to organic growth opportunities across business lines @DynamicsCRMPC
• • • • • • • Global leader in engineering, procurement, and construction Deep expertise in the energy, water, telecom and government sectors Founded in 1915 Global workforce of 10,000+ Works with clients in over 100 countries U.S.$3.3 billion in 2012 revenue Employee-owned corporation @DynamicsCRMPC
Black & Veatch Dynamics CRM Overview • • • • • • • • CRM 3.0 Implemented in 2007 CRM 4.0 upgrade in 2010 Miller-Heiman Sales Process app integrated in 2010 Outlook Client rolled out in 2011 InsideView implemented in 2012 CRM 2011 upgrade in Q1 2013 ~1200 CRM Users Scribe Insight used for integrations to HR, Finance, Operations, etc. @DynamicsCRMPC
Primary Usage • • • • • • • Sales pipeline management Reporting and dashboards (SSRS) Business Intelligence (InsideView) Company master data source (all company & contact records start here) Client management database (account management xRM) Marketing and Event management HR OnDemand - Employee Service Center xRM @DynamicsCRMPC
Organizational Lessons • You need the right team to make CRM successful • Set realistic goals as you implement or expand a CRM solution • Be sure the organization’s sales process is incorporated into the solution @DynamicsCRMPC
Stakeholder Lessons • An organizational Owner and appropriate resources are a necessity • Know your users, roles and overall business lines • Seek out and find the “real” business liaisons within each key company area • There are stakeholders that may be unknown to you, try to find them @DynamicsCRMPC
Implementation Lessons • Say NO to things that don’t contribute to successful implementations • Invest the necessary time into reengineering process before implementing • Convert legacy customizations before upgrades • Stay supported by Microsoft & use update rollups with a solid history • Use the latest version of Microsoft Office • Talk about it – have a good communications plan @DynamicsCRMPC
Data Quality Lessons • Design, implementation and operation need data quality focus • Data quality should be core to CRM process changes • Lack of understanding contributes to poor data quality • Provide as much help as possible so that your users understand the system • Make CRM the source for ERP and financial system related data • Define a consistent process for creating/reviewing company records • Develop and implement audit reports @DynamicsCRMPC
Measuring Lessons – Is your CRM strategy working? • CEO uses CRM as source of all sales knowledge • CRM becomes “the source” for enterprise data feeding ERP systems • Unsolicited positive feedback on how it is helping win business • Requests to retire legacy applications and move them to existing CRM functionality or build them as xRM applications • Requests for integrations between CRM and downstream applications @DynamicsCRMPC
Future • Dynamics CRM is a platform for solutions at a minimal cost vs. standalone application solutions – Competitor intelligence xRM – Contract management xRM • Continuous improvement of user adoption through dashboards/reports • More sales process customizations • CRM 2013 Upgrade @DynamicsCRMPC
Evidence-based Decisions • 1996: Dr. D.L. Sackett stated that Evidence Based Medicine was "the conscientious and judicious use of current best evidence from clinical care research in the management of individual patients.“ • Microsoft Customer Reference Program • Microsoft Customer Success Stories – http://www.microsoft.com/en-us/dynamics/customer-success-stories.aspx • Amazon.com/eBay.com Product Reviews & Service Rankings @DynamicsCRMPC
Transition to Project-based Work • The agency/partner relationship with customers is changing • Geoffrey Colon, Microsoft Bing Ads – “Become an expert in identifying, measuring and analyzing agency business results instead of them selling internal accounting data” – http://www.slideshare.net/geoffreycolon/cmo-x-change • Delivered solution vs. budget vs. tight change control • Companies have money to spend on high value projects @DynamicsCRMPC
Convergence of Marketing & IT • Marketing is increasingly owning more business tools and is hiring people with technical experience • Marketing has become one of the biggest customers of IT & agency services • Marketing is now driving much of the strategy related to sales and business use of technology – to transform organizations • Marketing and IT are collaborating to create IT infrastructure roadmaps • Get to know the marketing organization at your customers @DynamicsCRMPC
More Information • http://timthorpe.org • My presentations are available via LinkedIn or Slideshare – www.linkedin.com/in/timnthorpe/ – http://www.slideshare.net/TimThorpe • Dynamics Café – Many resources – http://dynamicscafe.com • Dynamics Café YouTube Channel @DynamicsCRMPC
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