Understanding Customer Relationship Management (CRM) and marketing communication processes guide

3/05/2015

CRMs and COMMUNICATION PROCESS MAPS

Module 3 – ENGAGE HOWTO Market My Small Business

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In this section +  CUSTOMER RELATIONSHIP MANAGEMENT +  AUTO RESPONDERS +  SEGMENTATION +  TRACKING AND ANALYTICS +  COMMUNICATION PROCESS MAPS

HOWTO Market My Small Business

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C U S T O M E R R E L AT I O N S H I P M A N A G E M E N T +  A CRM is a Customer Relationship Management system +  It is a system for managing a company's interactions with current and future customers. Eg. Capsule, Infusionsoft, Insightly +  It often involves using technology or software to organise, automate, and synchronise sales, marketing, customer service, and communication. +  Can also allocate tasks and track them and integrate with book keeping and sales systems. +  When you’re first starting out a spreadsheet might be all you need to track customer’s names, details, sales history, and recent communication – at least initially. +  It can be an invaluable tool for managing content, engaging with your customers and creating automated email campaigns. Incredibly important for large databases +  Don’t have to be as complex as they sound or expensive. Many are free or low cost

AUTORESPONDERS +  Often used in conjunction with an email autoresponder (such as www.mailchimp.com or www.aweber.com for bulk and automated emails +  Many CRMs integrate with autoresponder programs so the communication history will also log in the CRM and a customer’s sales actions may trigger a particular email in the autoresponder +  The goal of an auto responder email series is to convert recipient to a purchaser or customer. +  Start off with an email address which is added to a list(s) (subscription forms often included with unsubscribe features) +  Automatic welcome email (may have double opt-in process to confirm) +  Receive ‘personalised’ emails as part of automated series and templates (you can prefill), or create specific campaigns +  ALWAYS FOLLOW RELEVANT LAWS, REGULATIONS AND RULES OF USE eg. PRIVACY AND ANTI-SPAM

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S E G M E N TAT I O N +  Once you have a contact in your CRM or auto responder you want to segment them so they can receive more communication more specific to them or their actions +  You can add them to specific groups +  Tag them eg. lead, customer or key influencer +  Whether they have taken a specific action or not during an email series eg. Purchased +  Actions such as opened, clicked or not opened, has or hasn’t replied +  Date of when they were added or changes to their profiles +  Location, language or member rating, even birthdays +  Purchase activity if integrated with E-commerce platform +  Performance against visit goals you have set +  Social data such as age, gender, followers/fans, social networks

T R A C K I N G A N D A N A LY T I C S +  Number of deliveries, opens, clicks, forwards, most visited locations, subscribers with most opens, locations, sales

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Y O U R C O M M U N I C AT I O N P R O C E S S +  Different content and tools for different stages +  Can refer to the Marcomms Tools Reference list in the HOWTOMARKETINGTM Master Marketing Strategy for which tools are best for different stages +  Understanding your sales and communication process enables you to create automated email campaigns and load them into your CRM and/or email autoresponder

S A L E S C Y C L E T O O L S A N D TA C T I C S – R E C A P

IDENTIFY ROMAN

THE RIGHT FIT What makes Fancy circle you special, who forwant fun to you target, WIFM

CONNECT ROMAN

ENGAGE ROMAN

PERSUADE ROMAN

AWARE Digital presence, Fancy website, circle ads, arScles, face-‐to-‐ for fun face, publicity, ﬂyers, events

CONSIDER Social media, Fancy circle CRMs, e-‐news, automated for fun markeSng, reviews

BUY Special oﬀers, tesSmonials/ Fancy circle case studies, for fun calculators, pricing guides, checklists

NURTURE MAN

REPEAT + REFER Loyalty Fancy circle programs, rewards, value for fun adds and incenSves

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C O M M U N I C AT I O N P R O C E S S M A P S +  Map out the communication you will use for the different stages of the sales cycle +  You can create different processes for new and existing customers, key influencers and stakeholders as well as other influencers and stakeholders +  Process examples: +  Facebook posts and ads > Email registration > Host event > Follow-up with emails > Sale OR +  Facebook posts + Newspaper ads + Referrals > blog + newsletter > special offer email > Sale +  Sample process map and templates provided in the HOWTOMARKETINGTM Master Marketing Strategy

HOWTO Market My Small Business

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RECAP – In this section +  CUSTOMER RELATIONSHIP MANAGEMENT +  AUTO RESPONDERS +  SEGMENTATION +  TRACKING AND ANALYTICS +  COMMUNICATION PROCESS MAPS

HOWTO Market My Small Business

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