CRM Capability Map v1.0

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Capability Level 1 Level 2 Level 3 Level 4 A. CRM Process - Account Management - Contact Management - Activity Management (PAR) - Lead Management - Opportunity Management - Campaign Management - Campaign-Opportunity Integration - Project-Opportunity Management - Opportunity-Pricing-Quote Integration - Integrated View of Customer

- Quote to Asset Allocation Integration

- CVS/Transactional Survey data Integration

- Issue/Case Management - Field Services Management - Product Link-Leads Integration - Customer Experience Blueprint

B. CRM System Excel/Paper Form Local Database e.g. Access

- Web-Based CRM system - Integration with DBS/ERP

and/or other external data sources

- Mobile CRM - Customer Portal

C. Sales Process No methodology

Informally defined Sales Process e.g. based on

experience

Sales Funnel Management (SFM) Methodology (Concept, Data Capturing, Supporting Tools and Sales

Meeting Process)

- SFM for PS, Rental, UE, Power Systems, Engines - Marketing & Sales Integration

D. Reporting No metrics on

CRM/SFM

- PAR Analysis - Leads Generation Analysis - Participation Rate & Close

Rate Report - Lost Opportunity Analysis

Report - SFM Adoption Metrics - Opportunity funnel visibility

- Aging Report - Funnel Velocity Analysis - Sales Analytics Dashboard

- Realtime Decisioning - Service Analytics Dashboard

- Predictive Analytics - Descriptive Analytics

E. Reporting Tool No data extract from

CRM/SFM MS Excel, PPT etc

Report Generation Software e.g. Crystal Report, Actuate, Online realtime dynamic

dashboards

- Enterprise Customer Datawarehouse - Enterprise Analytics tools e.g.

Cognos, BO, SPSS, SAS, Qikview

F. Org Structure No CRM owner

CRM Champion with resources supporting

CRM/SFM

- Dedicated CRM Manager and resources

- Customer Service/Care Team

- Data Analytics Team support - Integrated Marketing, Sales and Customer Service Team

- Customer Experience Management Team

G. User Adoption

Disengaged end users (both top, mid and

bottom)

End users are instructed to input CRM data

Top/mid managers utilise insights from CRM data to drive bottom user adoption

Cross business units on single CRM platform

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Category Sub Area Survey Qns #

CRM Process Account Management 1

CRM Process Integrated view of Customer 2

CRM Process Contact Management 9

CRM Process Contact Management 10

CRM Process Activities Management 11

CRM Process Campaign Management 14

CRM Process Lead Management 21

CRM Process Project - Opportunity Management 24

CRM Process Project - Opportunity Management 25

Sales Process Opportunity Management 26

Sales Process SFM 29

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Sales Process SFM 34 Sales Process SFM 35 Sales Process SFM 36 Sales Process SFM 37 Sales Process SFM 38 Sales Process SFM 39

Sales Process CVS/Transactional Survey 40

Sales Process Feedback/Issue Management 45

Sales Process Social CRM 50

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Qns

Are basic Account information captured and viewable on the CRM plaform e.g. Address, CIC Is the Account information comprehensive e.g. 360 view or to support Sales execution Fleet information, historical and YTD spend, WO, SL, Warranty?

Can Account information be updated via the CRM platform and sync-ed to backend systems Are all Customer Accounts assigned to a Sales Rep?

Are there reports to track unassigned accounts?

Are Customer Accounts adequately covered e.g. ratio of Sales Rep to Assigned Accounts? Do Sales teams perform account planning/budgeting (online)?

Is the BPM exercise done as an input to Account and Marketing Planning? Are contact information adequately and accurately captured?

Can Contact information be updated via the CRM platform and sync-ed to backend systems Do Sales teams do PAR planning at per account level?

Are visits, call and email interactions captured into CRM Account?

Do Sales teams utilize PAR analysis reports to identify Accounts that have not been touched and take actions to follow up with the Accounts identified?

Are Campaigns created and executed on the CRM platform?

Does Marketing make use of CRM data to generate campaign contact list? Is the Campaign Contact Lists stored and managed in the CRM platform? Is Customer response captured in the CRM system and linked to the Account?

Can a user trace the campaign history of an account e.g. Account ABC has attended the ISF campaign, email campaign for a new series?

Are leads and opportunities generated tagged to its originating campaign? Is ROMI measured and tracked for every campaign?

What information sources/channels are utilised to generate leads?

Is there a clear definition and understanding between a lead and an opportunity?

Are leads from other channels e.g. Marketing events, Web, callcenter, captured alongside Sales channel leads in the CRM platform and assigned & followed through the SFM process? Are projects captured, assigned, tracked and linked to opportunities in the CRM platform? Are project literature/information uploaded and readily available in the CRM platform? Are key information of an opportunity captured (refer to SFM_Data.xls for data and Are opportunities encoded diligently and accurately? Do Sales Rep need to reminded to encode opportunities? Does dealership instill discipline that what is not captured in CRM will Are opportunity - activities encoded diligently in order to leave a traceable history of customer Are Sales Reps consistent in their understanding of Entry and Exit criteria at each Sales Are opportunities updated progressively to its appropriate sales stage?

Do Sales Managers review/conduct sales meetings using CRM Opportunity data?

Do Sales Managers have reports to support their funnel management e.g. SFM Dashboard, Sales Analytics Dashboard?

Are SFM metrics tracked and analysed by the Sales Management e.g. Funnel Ratio, Close Rate, Participation Rate, Conversion Rate?

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Are there other analytical reports produced based on Opportunity data e.g Lost Analysis, Source Analysis, Funnel Velocity Analysis, Conversion Analysis, PAR Variance Analysis, Product Group/Size Class/Segment Analysis, ?

Do Sales Managers use forward looking pipeline opportunities to identify areas of weakness in coverage, leads generation, conversion of opportunities to later sales stages?

Do Sales Managers use opportunity metrics and data to identify/assess Sales Reps' weakness and strengths e.g. identifying that a Sales Rep often loses opportunities at the 'Qualification' stage or often stagnant at the 'Development' stage or often have 'No Deal' Are opportunities identified for other Business units e.g. Product Support encoded within the same CRM platform and assigned electronically to the appropriate sales rep?

Can a quote be generated from the CRM platform and tagged to the opportunity? Can a machine serial number be allocated to a Closed Won opportunity?

Are CVS results available on the CRM platform to form part of the 360 IVoC?

Are CVS results tagged to the Account in order to view the history of surveys conducted to Can CRM user readily identify if an Account is 'At Risk', 'Vulnerable' or 'Loyal' through visual

Are all Customer related feedback and issues captured and tracked on the CRM platform? Is there auto-assignment of issues e.g. based on account, territory?

Are there escalation rules and reminder alerts on past due issues?

Is CRM input part of Service Recovery process e.g. capture resolution and closure? Are there reports/analysis of aging, resolution SLA or analysis of trend, occurrences etc? Do marketing, sales or service teams utilise CRM platform to collaborate, communicate and Are customers empowered to perform updates to their account, contact information, log issues, schedule services via an integrated customer portal?

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Dealer A. CRM

Process

B. CRM

System C. Sales Process D. Reporting E. Reporting Tool

Dealer A 2 2 2.5 3 3 Dealer B 3 3 3 2 2 Dealer C 1 1 2 1.5 2 Dealer D 2 3 3 2 2 0 1 2 3 4 A. CRM Process B. CRM System C. Sales Process D. Reporting E. Reporting Tool F. Org Structure G. User Adoption

CRM/SFM Capabilities Ratings

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F. Org Structure G. User Adoption 2.5 1 2.5 2 1 2 3 3 B. CRM System C. Sales Process

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Dealer A. CRM

Process

B. CRM

System C. Sales Process D. Reporting E. Reporting Tool

Current 1.5 3 2 2 2 Target 2 3 3 3 2 0 1 2 3 4 A. CRM Process B. CRM System C. Sales Process D. Reporting E. Reporting Tool F. Org Structure G. User Adoption

CRM/SFM Capabilities

Current Target

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F. Org Structure G. User Adoption 3 2 3 3 B. CRM System C. Sales Process