Ref: CFS 1475
Topic: Implementing a CRM System — Please pass this Call For Support on to the relevant person in your company, if applicable
An ICBE member company is in the process of implementing Salesforce as the Customer Relationship Management (CRM) tool for their salespeople. The company is interested in hearing from other companies that use a CRM System to discuss how they categorise customers, reward staff and clients, call reports and cycles etc…
Objective: To learn from other companies already using Salesforce or other CRM tools
Any help on this Call for Support would be greatly appreciated – Please contact me if you would like to support the member company with this need.
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From: Mortell, Catriona [mailto:catriona.mortell@Abbvie.com] Subject: ICBE Call For Support – Implementing a CRM (Customer Relationship Management) System
Here is some feedback from AbbVie. This year we changed CRM system.
Categorisation of Customers:
Qualitative and Quantitative Segmentation as determined by brand teams.
In the past, activity targets (including coverage, frequency and days-in-field) were built into employee goals. Following a recent change of CRM system (to a SalesForce based one) we’re currently examining activity targets and how we want to incorporate targets into performance review. Following the rollout of the new system though, we did highlight the good behaviour of individuals and teams who merited recognition, awarding spot prizes.
CRM data is exported to internal data warehouse, which then allows sales and activity data analysed together using Qlikview dashboard. CRM activity reporting includes call rate, coverage, frequency, days-in-field, engagement plan tactic status. Also using the native reports within Salesforce, for reporting beyond the scope of dashboard. In addition, we’re examining KPIs relating to key behaviour changes agreed by the business following the migration from old CRM, to drive intelligent use of new system, particular to optimise the mobile component. These include the timely recording of calls, call notes and key messages. Primary reports are generated monthly and reviewed by senior management.
My wife heads up this procedure in the company she works for. I could have a word with her and you or the company in question could make contact with her.
Contact the centre for further details for this Group Head of Customer Relationship Management