CRM Management
Content
CRM MARKETING WITHIN ULTRA-STAFF
WHAT IS CRM?
“CRM” or “Customer Relationship Management” is defined as “a widely implemented strategy for managing a company’s interactions with customers.” Many mistake CRM for sales contact management but this is only a small portion of a true CRM application. Marketing and sales management is the beginning of the customer experience. This is extended to operations and then to back office.
PART 1: ENTER LEADS INTO ULTRA-STAFF DATABASE
To start, enter all of your customer prospects into Ultra-Staff with a Status representing that it is a prospect. You can do this as a “lead” before contact so that your database is rich with prospects that can be called. Then, import lists from a spreadsheet through the “Data Import Utility” or as you come across valid leads through social media or other means. Managers can assign prospect calls through the “Daily Planner Loader” which will put calls on planners in batch either for a specific day or a range of dates. Gather as much information as possible on the call and document the results in Ultra-Staff. Add skills the prospect may use, type of placements and any conversations and/or meetings that are scheduled as a result of the initial call. Once the sales process is initiated, all future management of the prospect can be handled through Ultra-Staff including follow-up calls, meetings, proposals and steps in the sales cycle. “Contact Activity” reporting will capture all marketing activity.
CRM MARKETING WITHIN ULTRA-STAFF
PART II: CREATE A BUSINESS FORECAST REPORT
Track your marketing and sales cycle utilizing business forecasting. You can customize the steps to your sales cycle utilizing the More Detail Fields and document information about the prospect utilizing the More General Fields. The combination of these two elements will allow you to produce Ultra-Staff’s Prospect Revenue Forecasting Report. The Prospect Revenue Forecasting Report will compile the information from the prospect data resources and provide you with a list of all prospects with current usage and projected annual revenue, value and margin. In addition, it will factor in the stage of the sales cycle that the prospect is in and predict % of success in acquiring the business. This tool is essential for monitoring marketing and sales activity.
CRM MARKETING WITHIN ULTRA-STAFF
PART III: SERVICE THE CLIENT
CRM does not end once the business is procured. The next level of CRM is servicing the client. Extra services such as emailing invoices, client portals, instant response to invoicing questions, regular contact are all CRM components that add to the ultimate success of servicing the customer. The more extra services that can be offered to an individual client the more interested they will be in continuing and adding to the relationship. A simple thing like instantly emailing them a copy of an invoice from last year can be impressive and add significantly to your service element.
CRM MARKETING WITHIN ULTRA-STAFF
PART VI: “THE BUSINESS SCORE SHEET” – SALES ANALYSIS REPORTING
Sales Analysis is the “tell all book” that provides information on what was sold, margins, trending, who has been productive and who your best clients and applicants are. The tool is invaluable and should be used on a regular basis. All of the sales and cost numbers that are churned through your back office are captured on this easy-to-use and easy-to-understand suite of reports. Best of all, they come standard with Ultra-Staff Back Office. All of the reports can be exported to a spreadsheet for further what-if analysis. They can also be shared with the team via email. All reports feature their own criteria so they can be customized according to the specific data that you want to report on.
The example shows the Gross Margin by Employee Report selection criteria. With the criteria specified, we can see how profitable the employee has been for the period specified. In addition a 20% burden factor was added for office, selling and administration expense which will be included in the report in addition to standard payroll burden. Also selected was a line of business so only that line of business will be included. The report will depict the branch the employee registered in.
WHAT IS CRM?
“CRM” or “Customer Relationship Management” is defined as “a widely implemented strategy for managing a company’s interactions with customers.” Many mistake CRM for sales contact management but this is only a small portion of a true CRM application. Marketing and sales management is the beginning of the customer experience. This is extended to operations and then to back office.
PART 1: ENTER LEADS INTO ULTRA-STAFF DATABASE
To start, enter all of your customer prospects into Ultra-Staff with a Status representing that it is a prospect. You can do this as a “lead” before contact so that your database is rich with prospects that can be called. Then, import lists from a spreadsheet through the “Data Import Utility” or as you come across valid leads through social media or other means. Managers can assign prospect calls through the “Daily Planner Loader” which will put calls on planners in batch either for a specific day or a range of dates. Gather as much information as possible on the call and document the results in Ultra-Staff. Add skills the prospect may use, type of placements and any conversations and/or meetings that are scheduled as a result of the initial call. Once the sales process is initiated, all future management of the prospect can be handled through Ultra-Staff including follow-up calls, meetings, proposals and steps in the sales cycle. “Contact Activity” reporting will capture all marketing activity.
CRM MARKETING WITHIN ULTRA-STAFF
PART II: CREATE A BUSINESS FORECAST REPORT
Track your marketing and sales cycle utilizing business forecasting. You can customize the steps to your sales cycle utilizing the More Detail Fields and document information about the prospect utilizing the More General Fields. The combination of these two elements will allow you to produce Ultra-Staff’s Prospect Revenue Forecasting Report. The Prospect Revenue Forecasting Report will compile the information from the prospect data resources and provide you with a list of all prospects with current usage and projected annual revenue, value and margin. In addition, it will factor in the stage of the sales cycle that the prospect is in and predict % of success in acquiring the business. This tool is essential for monitoring marketing and sales activity.
CRM MARKETING WITHIN ULTRA-STAFF
PART III: SERVICE THE CLIENT
CRM does not end once the business is procured. The next level of CRM is servicing the client. Extra services such as emailing invoices, client portals, instant response to invoicing questions, regular contact are all CRM components that add to the ultimate success of servicing the customer. The more extra services that can be offered to an individual client the more interested they will be in continuing and adding to the relationship. A simple thing like instantly emailing them a copy of an invoice from last year can be impressive and add significantly to your service element.
CRM MARKETING WITHIN ULTRA-STAFF
PART VI: “THE BUSINESS SCORE SHEET” – SALES ANALYSIS REPORTING
Sales Analysis is the “tell all book” that provides information on what was sold, margins, trending, who has been productive and who your best clients and applicants are. The tool is invaluable and should be used on a regular basis. All of the sales and cost numbers that are churned through your back office are captured on this easy-to-use and easy-to-understand suite of reports. Best of all, they come standard with Ultra-Staff Back Office. All of the reports can be exported to a spreadsheet for further what-if analysis. They can also be shared with the team via email. All reports feature their own criteria so they can be customized according to the specific data that you want to report on.
The example shows the Gross Margin by Employee Report selection criteria. With the criteria specified, we can see how profitable the employee has been for the period specified. In addition a 20% burden factor was added for office, selling and administration expense which will be included in the report in addition to standard payroll burden. Also selected was a line of business so only that line of business will be included. The report will depict the branch the employee registered in.
