CRM and Business Growth
JI-MC have acquired a unique insight into the critical success factors that bring real world effectiveness to CRM initiatives in organisations selling business-to-business (B-2-B).
The Changing Dimensions of B-2-B Trade
- Longer lead times on closing business
- Broadening range of transaction sizes successful closing strategies and channels
- Customer negotiating strategies hitting margins
- Dependence on repeat purchases to achieve customer profitability
- Long term relationships increasingly difficult to maintain
- Diminishing ‘repeat-business’ returns
- Increased competition
- Increasing uncertainty about new business pipeline
CRM and Commercial Business Relationships
Following some 20 years of customer facing consultancy and systems projects, JI-MC have evolved a practical and realistic approach to bring success to B-2-B customer interface projects. This has resulted in a framework process which is customised to guide each client’s CRM programmes.
Step 1- Assessment of Environmental Change.
- Changing buyer culture- get to know the customers you still have
- Research ‘equally’ competent competitors
Step 2- Meeting/Workshop with Senior Executives
- Review of business strategy and importance of customer
- Impact of failing to halt customer flight
- Service and customer retention priorities
Step 3- Review of Business Development Priorities
- Objectives of Sales and Marketing strategies
- Assessment of new business pipeline
- Sales Skills and Account Management
Step 4- Developing a Portfolio Management Approach to Customer Assets
- Segmentiaton/Channel/Communication review including Marketing, Sales and Service
- Winning and keeping strategies, including predatory targeting
- Customer-Facing Culture, Skills, Competencies, Messages, Collateral
- Role of System and relevance of the Web
Step 5- Implementation
- Change management/consensus building/culture
- Ownership/Buy-in/Lock-down
Step 6- Managing for Sustained Benefit
- Capability to evolve
- Agility in the face of rapid change