OBJECTIVES OF THIS ARTICLE At the end of this article, readers should be able to: Define campaign management. Explain some of its unique features.

 
Introduction
In the recent time, where car theft is the order of the day, many mobile giants have been able to come up with mobile tracker that helps automobile owners to know where their car is at any given time. So also this is applicable to campaign management.

 

 

In campaign management, you should be able to know how far you have succeeded in turning a prospect to a customer

 

This will help the organization in justifying their investments in a campaign. It will also help in optimizing future investments.
 
Tracking the success of a campaign ensures that good campaigns are reused while the adjustment is done to faulty ones.

 

It also ensures the lender is being allocated to the right people, which is sometimes referred to as “Territory management”.

 

 

A good CRM campaign management should be able to segment the customers, generate targeted marketing campaigns and also analyze the results.

 

Some of these marketing software can also incorporate offers and solicitations into the common contact repository and prompt contact agents to follow up on campaigns.

 

 

Common Features

One of the features of campaign management software is that it helps organizational users to plan their marketing activities and develop their campaign hierarchies.

 

They can decide on which segment of customer they want to deal with first based on proper customer segmentation and profiling that has been carried out.

 

 

The organization must also be able to outline marketing campaign objectives. That means they have to know what they are setting out to achieve.

 

This will help them to know when they are successful or failing.

 

 

The organization should also come up with merriest that they would use to use to judge themselves.  Once there are objectives that you set out to achieves, then you should be able to look at your objectives and compare then with what you have achieved. 

 

This will help you to come up with a convincing answer on whether you have succeeded or failed.

 

 

There must also be coordination of multiple channels and event triggers to automate response actions.  As a sales manager, you must be able to evaluate interactions between your leads and your sales agents. 

 

All the channels created by the organisation for the purpose of a campaign must be integrated in order to elicit results.

 

 

There should also be building and testing of sample campaigns.  In doing this, the organisation will be able to know how the campaign they are about to introduce to the market will fare before it is introduced to.

 

The organisation must also be able to store and reuse campaigns strategies that have worked well in the time past. 

 

This will allow the organisation to minimize cost and improve productivity.

 

 

The organisation should b able to measure campaign effectiveness by linking directly to call centre, front line employees and sales force.

 

  They will be able to ask the customer which particular campaign really attract them to the organisation.

 

 

Others include importing of the third party target list, tracking of customer inquiries, tracking sales closure and resource allocation with reference to personnel, budget and time.

 

 

SUMMARY
At the end of this lesson, we have been able to discover that:

• Tracking is critical to the success of campaign management
• You must be able to track the success of your previous campaigns so as to use the lesson learned in the future.
• Some of the unique features of campaign management include planning marketing activities and developing campaign hierarchies, outlining marking campaign objectives, defining campaign success management, coordinating multiple channels, building and testing sample campaigns, storing and reusing content from previous marketing campaigns among others.

 

BRAINSTORMING SESSION

1. What is campaign management?
2. What are some of its benefits?
3. as a CRM Consultant, how can you convince top management in your organisation that it is better to invest in quality services that invest money in a promotional offer?

 

Action Point
PS: If you would like to have an online course on any of the courses that you found on this blog, I will be glad to do that on individual and corporate level, I will be very glad to do that I have trained several individuals and groups and they are doing well in their various fields of endeavour. Some of those that I have trained includes staffs of Dangote Refinery, FCMB, Zenith Bank, New Horizons Nigeria among others. Please come on Whatsapp and let’s talk about your training. You can reach me on Whatsapp HERE. Please note that I will be using Microsoft Team to facilitate the training.

I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.

CRMNIGERIA is committed to fact-checking in a fair, transparent and non-partisan manner. Therefore, if you’ve found an error in any of our reports, be it factual, editorial, or an outdated post, please contact us to tell us about it.

 

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Objectives of this article Define Workflow management. Explain some of the unique features of workflow management applications.

 

Definition

When we talk of workflow management, we are talking about the process of organizing how work is done in an organization. It is part and parcel of marketing automation. Here we are going to look at some of the roles that workflow is meant to perform in an organization.

 

 

One of the roles of workflow management is to streamline marketing and sales campaigns by automating the work. It ensures that there was no duplication of work between the sales and marketing departments.

 

At times, if there is no coordination, there may arise a situation whereby the two departments continue to repeat the same effort and find it difficult to draw the line.

 

Workflow management also monitors and document all calls, emails and meeting being made by the organization in their effort to turn a lead to a customer.

 

It will prevent a situation whereby two salespeople are working on a lead, or a situation whereby contradicting information is given out to a lead, in the process of turning him into a customer.

 

 

Workflow management also helps in assigning leads to the target group. At times, this is done with the location of the group to handle it in mind. These may be based on certain criteria that the lead(s) and the assigned groups have in common.

 

 

Workflow management also adds decision points and conditional requirements before events are triggered.

 

As was said in the previous chapters, as an organisation, you need to know what you want in your customers, once these conditions are present in a lead; it will trigger an action.

 

All these conditions are incorporated in the marketing automation and once these conditions are found in a lead, it will trigger an action.

 

 

On the other hand workflow automation reduces the time and effort required for doing a routine task.

 

This is based on the fact that once these tasks are programmed and you have been able to set some pre-conditions, you will be able to save time as you will not have to deal with prospects that do not qualify as a lead.

 

 

Workflow management also helps in propagating well-defined business processes across the organization. it will ensure that things are done in the right manner.

 

It can be used to set protocols and ensure that there is coordination in all the activities of the marketing department.

 

This will help the organization to deliver a consistently positive customer experience across multiple channels.

 

 

Successful CRM initiatives integrate applications across the enterprise in order to get a 360⁰ view of the customer.

 

It ensures that the various departments in an organization are linked together in a web of applications that allows the various departments in an organization to have a singular view of their customers.

 

Workflow management is one of the essential applications that makes this to be possible.

 

 

Summary

From this chapter, we have been able to discover:

• Workflow management organizes how work is been done in an organisation.
• It streamlines marketing and sales campaigns through automation.
• It visually configures campaign workflow such as calls, mail or meetings.
• It assigns leads to target groups.
• It adds decision points and conditional requirements before events are triggered.

 

Brainstorming Session

1. What is Workflow Management?
2. What are some of its benefits?
3. The organisation that you are working for has observed that there is a drastic reduction in the number of their product consumers. What are the practical customer-centric ways of ensuring that consumers return to your products?

Action Point
PS: If you would like to have an online course on any of the courses that you found on this blog, I will be glad to do that on an individual and corporate level, I will be very glad to do that because I have trained several individuals and groups and they are doing well in their various fields of endeavour. Some of those that I have trained include the staff of Dangote Refinery, FCMB, Zenith Bank, and New Horizons Nigeria among others. Please come on Whatsapp and let’s talk about your training. You can reach me on Whatsapp HERE. Please note that I will be using Microsoft Team to facilitate the training.

I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.

CRMNIGERIA is committed to fact-checking in a fair, transparent and non-partisan manner. Therefore, if you’ve found an error in any of our reports, be it factual, editorial, or an outdated post, please contact us to tell us about it.

 

Hi, I now use RavenBank to send, receive and save money. I also pay my bills with ease, you should try it out too

 

OBJECTIVE OF THIS ARTICLE At the end of this article, readers should be able to: Define Operational CRM Define SFA Discuss the benefits of STA

 
Operational CRMs are customer-facing applications that integrate departments that deal directly with customers with other departments in the organization, this may also include touchpoints.

 

This at times covers the Sales Department, Marketing Department and the customer services. Operational CRM has much to do with transactions that are meant to gather the information that is needed in order to achieve specific tasks in organizations, most especially customer-centric Enterprises.

 

Some of the examples include Sale Force Automation (SFA), Telesales, Call Centre Management among others. Operational CRM provides supports for staffs that deal directly with customer in a CCE.

 

 

Under operational CRM, interaction with the customers can take various forms such as personal contact, post, fax, telephone and the internet. All of these are referred to as Touchpoints. All these are relevant when promoting sales to customers.

 

 

A communication or customer service centre can serve as a medium for communicating with the customer. Through its customers’ issues can be resolved.

 

It can also be used as a medium for introducing new products to customers.

 

The operational GRM integrate the various channels through which customer interacts with the organization.

 

The various department in the organization also uses it as a medium for interacting with one another
 

Operational CRM applications are used by the department that relates directly to customers but these are linked up with the back office, that is, those that do not relate directly with customers.

 

Through it also,  the sales department can have access to update information about customers which they can use in meeting customers at the right place with the right products.

 

 

SALESFORCE AUTOMATION
Salesforce Automation is one of the applications used in CRM to increase the sales prospect of an organization. SFA automates information.

 

They allow for the design of the sales team based on defined criteria.

 

 

One of the capabilities of SFA is calendar management. This can be used to manage important events and appointments and other dates that are important in the life of an organization.

 

 

We also have sales reporting and forecasting which is also a very important tool in SFA. It helps sales executives to predict the market before setting out.

 

They will be able to identify people that will really need what they have for sales. They will also be able to identify the needs of the markets. This will help them to close in faster on deals.

 

 

We also have a lead distribution which distributes contacts and details of prospective customers to the sales representative so that they can follow up on it.

 

 

The application automatically distributes leads to sales staff to work on. The SFA is also capable of tracking customers’ and prospects’ contacts. Some SFA also provides internal and competitive product information 

 

They allowed customers to have access to their price catalogue and provide valuable information about the competitors. Sometimes they provide information about customer-centric events.

 

 

The SFA provides software that enables sales departments to come up with better ideas and perform better.

 

 

Benefits of SFA

#1 Increase the Efficiency of the sales force

The SFA allows organizations to perform effectively by ensuring that the sales team of the organization are able to perform better.

 

Once they have reliable data about their prospects and customers, they will know what particular customers want and meet them at the right place with the right product and services.

 

 

#2 Timely Sharing of Data

SFA allows the organisation to share reliable data with their customers.

 

Once the SFA is online 24 hours in a day and seven days in a week, it will allow customers and prospects to have access to reliable and up-to-date information that they need in order to make their decision.

 

#3 Shortened Sales Cycles

SFA also allows salespeople to have a faster closure of deals. Much of the necessities that too with going to the market with the wrong products and services are eliminated once the organization is able to find out through market research, what customers want.

 

This helps in hastening up the sales cycle.

This is another important feature of SFA. It allows the organization to send their reports to the back office in the organisation which allows them to link up and come up with strategies and programs which will allow the organisation to meet the customer at the right place with the right products.

#5 Access to useful customer Information

SFA allows various departments in the organisation to have access to a uniform database that has customer information.

 

A situation where the back office does not have access to customers’ information; it will not help policymakers in the organisation to put customers into consideration when they are making decisions.

 

The main reason for implementing SFA is to provide the sales force with ways to leverage technology to achieve operational efficiency.

 

SFA will also allow the organisation to have up-to-date information about their sales activities and most importantly their customer information.

 

 

SUMMARY
Form this chapter, we have been able to discover that:

• Operational CRM are applications that are used by departments that have a direct relationship with the customers to manage the relationship with them
• We can divide service automation into three which include: Agent-based services, self-service and field service.
• Salesforce Automation is the collection and distribution of sales information.
• Benefits of STA include: Increased efficiency of the sales force, timely sharing of data, shortened sales cycle, field reporting and access to useful customer information.

 

Brainstorming Session

1. What is Operational CRM? Why is it relevant to a CCE?
2. Discuss SFA.
3. What is the benefit of SFA?
4. Why do you think an organisation need to automate SFA?

Action Point
PS: If you would like to have an online course on any of the courses that you found on this blog, I will be glad to do that on an individual and corporate level, I will be very glad to do that because I have trained several individuals and groups and they are doing well in their various fields of endeavour. Some of those that I have trained include the staff of Dangote Refinery, FCMB, Zenith Bank, and New Horizons Nigeria among others. Please come on Whatsapp and let’s talk about your training. You can reach me on Whatsapp HERE. Please note that I will be using Microsoft Team to facilitate the training.

I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you can drop your comment. Thanks in anticipation.

CRMNIGERIA is committed to fact-checking in a fair, transparent and non-partisan manner. Therefore, if you’ve found an error in any of our reports, be it factual, editorial, or an outdated post, please contact us to tell us about it.

 

Hi, I now use RavenBank to send, receive and save money. I also pay my bills with ease, you should try it out too

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