CRM Implementa-on and ERP Integra-on

CRM
Implementa-on
and







ERP
Integra-on


David
Kenne*
 Contract
Project
Manager
 Email: [email protected] Mobile: 021 1737359

What
is
Ashburton
Trading
Society?


•  Largest
rural
supplies
company
in
Mid
Canterbury

 •  Market
share
90+%
 •  Turns
over
$200m
per
annum
 •  CooperaEve
–
2500
farms
(9000
individuals)
 •  Customer
service
is
ingrained–
the
company
 walks
the
talk
 •  Average
member
spend
is
$80k


Structure
of
Presenta-on


•  Background
to
CRM
at
ATS
 •  Building
the
Business
Case
 •  The
vision
‐
Contact
Centre
(ERP
data
integraEon)
 •  Sales

 •  MarkeEng

 •  CRM
IntegraEon
–
Richard
Malloch
 •  Change
management/Lessons
learned


Background
to
project


•  ATS
had
twice
previously
tried
to
implement
a
 CRM
system
 •  Industry
changing
fewer
family
owned
farms

 •  Move
to
dairy
–
staff
turnover
so
losing
 personal
touch
 •  High
growth


Customer
View


•  Sales
Reps
didn’t
have
a
system
so
risk
from
 staff
turnover
and
ownership
of
informaEon
 •  Contact
Centre
was
manual
based
 •  MarkeEng
was
frustrated
as
were
unable
to
 easily
run
campaigns
 •  No
overview
of
members
and
business


CRM
‐
where’s
the
payback?


•  Contact
Centre
selling
more
 •  Sales
Reps
selling
more
 •  MarkeEng
selling
more
 It
has
to
be
paid
for
and
needs
a
focused
 business
case.

This
helps
clarify
what’s
to
be
 delivered.


Building
a
CRM
business
case


•  New
members
Yr
1
=
X,
Yr
2
=
X,
Yr
3
=
X

 •  Cross‐sell
Yr
1
=
X
sales,
Yr
2
=
X,
Yr
3
=
X •  Quote
closure
Yr
1
=
X,
Yr
2
=
X,
Yr
3
=
X

 •  RetenEon
increased
by
Yr
1
=
X,
Yr
2
=
X,
Yr
3
=
X
 •  X%
increase
producEvity
for
sales
reps
(avg
X‐Y%)*
 •  X%
increase
markeEng
efficiency
(avg
X‐Y%)*
 •  X%
inc.
in
contact
centre
producEvity
(avg
X‐Y%)*
 •  X%
inc.
in
producEvity
for
3
Managers
(avg
X‐Y%)*


* Research is available to support this

Building
a
CRM
business
case


Annual
ROI
 XX%
 Net
Present
Value
(NPV)
 $##,###
 Economic
Value
Added
(EVA)
 $##,###
 Payback
period
 #.#
years
 The
Board
understands
this
–
it
is
tangible


How
did
we
pull
it
together?


•  Single
view
of
customer;
phone,
visits,
store
 purchases,
web
(in
future)
 •  Contact
Centre
overview
of
the
customer
 •  Sales
offsite
access,
quotes
and
overview
 •  Highlight
opportuniEes
to
instantly
see
what
 the
member
buys/doesn’t
buy,
type
of
farm,
 any
outstanding
issues
etc


What’s
the
Vision?


The
phone
rings,
“Hi
Pete,
….…I
see
you
had
 Gretchen
out
the
other
day
and
you
wanted
a
 quote
for
detergents,
have
you
had
a
chance
to
 look
through
it?

Ok
do
you
want
me
to
give
you
a
 call
back
in
a
week
or
so?
No
problems.

How’s
Sally
 gejng
on
at
Massey?

…….


Excellent.

It’s
coming
 up
to
irrigaEon
season
and
I
see
you’re
not
gejng
 electricity
through
us,
we’ve
managed
to
negoEate
 a
special
deal
for
irrigators…….”


What’s
the
Vision?


What’s
the
Vision?


The
phone
rings,
“Hi
Dave,
….…I
see
you
had
 Gretchen
out
the
other
day
and
you
wanted
a
 quote
for
detergents,
have
you
had
a
chance
to
 look
through
it?


 Sales
informa-on,
 quote
system,

 flag
open
quote


What’s
the
Vision?


The
phone
rings,
“Hi
Dave,
….…I
see
you
had
 Gretchen
out
the
other
day
and
you
wanted
a
 quote
for
detergents,
have
you
had
a
chance
to
 look
through
it?

Ok
do
you
want
me
to
give
you
a
 call
back
in
a
week
or
so?
No
problems.

How’s
Sally
 gejng
on
at
Massey?

…….


Excellent.

It’s
coming
 up
to
irrigaEon
season
and
I
see
you’re
not
gejng
 electricity
through
us.
we’ve
managed
to
negoEate
 a
special
deal
for
irrigators…….”
 Schedule
follow
up,
 personal
informa-on


What’s
the
Vision?


The
phone
rings,
“Hi
Dave,
….…I
see
you
had
 Gretchen
out
the
other
day
and
you
wanted
a
 quote
for
detergents,
have
you
had
a
chance
to
 look
through
it?

Ok
do
you
want
me
to
give
you
a
 call
back
in
a
week
or
so?
No
problems.

How’s
Sally
 gejng
on
at
Massey?

…….


Excellent.

It’s
coming
 up
to
irrigaEon
season
and
I
see
you’re
not
gejng
 electricity
through
us,
we’ve
managed
to
negoEate
 a
special
deal
for
irrigators…….”
 Financial
info,

 2
plus
years


Sales
Rep
lem
and
made
following
note
(real
including
typos
but
names
changed).
 Pete
and
Sarah
are
very
pro
ATS
and
have
used
us
for
all
the
Eme
that
 they
have
been
on
their
farm,
22
years.

Pete
is
a
very
influenEal
farmer
 and
omen
has
field
days
at
the
shed.

About
the
only
thing
that
we
aren't
 gejng
from
the
Smith’s
are
their
fodder
beet
(Winslow)
and
detergant
 (Aaklands).

The
Smith's
have
put
in
60Ha
of
fodder
beet
this
year
and
are
 the
go
to
people
for
how
to
feed
it.

Pete
has
also
started
using
the
 Iodoshield
AcEve
teatspray
in
his
new
shed
and
the
square
liners,
I
think
 that
there
is
a
chance
to
get
the
square
liners
into
the
older
shed
as
well.

 Spike
is
the
manager
in
the
new
shed
and
Joe
Allen
manages
the
old
 shed,
Joe
is
quite
good
friends
with
Andrew
McPhail.


Notes
Page


Marke-ng
Campaign


•  Want
to
target
all
dairy
farms
where
the
 average
spend
per
cow
is
low
 •  Easy
to
use
advanced
find
to
select
“Dairy
 Farms”,
spend,
number
of
cows,
address
 details
and
phone
number.
 •  Build
a
campaign
with
follow‐up
phone
call


Example
of
Targe-ng


CRM/ERP
Integra-on


Richard
Malloch
 Intergen


How?


•  We
have
seen
the
“why
integrate”
(business
 benefits;
single
view
of
customer,
automated
 business
processes)…..
 •  But
“how
do
you
integrate”
CRM/ERP?
 •  Of
course,
that
depends…..


OpEons


•  Web
Services
–
custom
integraEon


Web
Services


IntegraEon
Tool


Scribe
IntegraEon
Tool


Scribe:
Safe
Delivery
of
Messages


Lessons
Learned


Change
Management


•  Sales
Reps
saw
it
as
a
compliance
tool
 •  Key
users
said
what
they
wanted,
project
 delivered
it
now
they
are
accountable
for
 gejng
the
business
to
use
it
 •  Need
champions
so
pick
the
key
users/trainers
 carefully
 •  Was
difficult
for
them
as
had
never
had
many
 systems


Lessons
Learned


•  Staged
approach.

Don’t
try
to
do
too
much,
 get
some
wins
on
board
 •  Short
Emeframe
keeps
everyone
on
track
 •  Be
very
clear
upfront
with
what
you
want
and
 sEck
to
it
–
(that’s
a
good
idea
“I’ll
put
that
on
 the
list
for
stage
2”)
 •  RFP
process
is
great
for
learning
but
be
wary
 of
the
budgets.

IndicaEve
only.


Summary


•  Build
the
Business
Case
to
show
a
ROI
 •  Business
Case
then
drives
what’s
to
be
developed.

 E.g.
if
you’ve
promised
new
customers
then
the
 system
needs
to
facilitate
this
 •  Integrate
where
necessary
to
delivery
promised
 business
improvement
 •  Don’t
try
to
build
Ben
Hur