final report
CRM at
Christina Pageau
Supervisor, Marketing Operations
Christina.Pageau@startech.com
https://ca.linkedin.com/in/christinapageau
1
Agenda
About Me
About StarTech.com
How StarTech.com Uses CRM
PEOPLE
PROCESS
SYSTEMS
Projects of Recent
What I Love About CRM
Questions?
2
Education
Seneca College – BMK
Fanshawe College – BAM
Nipissing University – B. Comm.
University of Fredericton – MBA, Innovation Leadership
Experience
John Labatt Center – Group Sales, Intern
Schindler Elevator – Database Administrator
StarTech.com
CRM Database Administrator
Lead Business Analyst, Marketing
Project Delivery Manager, Strategic Initiatives & Revenue
Product Owner, CMS
Supervisor, Marketing Operations
Christina Pageau
Supervisor, Marketing Operations
3
About
London-based, global company
Distribute and sell “Hard-to-Find” connectivity parts for IT professionals
500+ employees world-wide
Vision is to be “the world’s trusted partner in enabling IT connectivity”
Sell mainly through the Channel and Online (startech.com)
Great to be apart of a great Canadian success story!
FANSHAWE BOOKSTORE
4
How Uses CRM
5
End to End CRM – A Strategy
Who has ever seen this picture?
Dyche, J. (2009). The CRM Handbook. Indiana: Addison-Wesley. (p.13-14)
6
CRM – Equation for Success
Actionable Insights
7
Valuable Data
PEOPLE
PROCESSES
SYSTEMS
SYSTEMS - Overview of
StarTech.com’s CRM platform since 2010
Product is popular for S&M businesses in Europe
On-prem application (hosted in the cloud) – simple to use & navigate
Integrates with AccPac (current ERP)
What it can do…
Customer Master for the Company
Person Level Records (Contacts)
Company Level Records (Where Contacts work)
Case/ Incident Management
Opportunity Tracking
Channel Activity Management
Customer Record
Opportunity
Tracking
Case/ Incident
Management
8
PEOPLE – Departments, Roles and Functions
Sales
Sales Managers
Run reports on account manager activities
Review opportunities
Forecast
Account Managers
Log new customer info
Log & file communications*
Keep contacts ‘current’
Identify opportunities
Sales Coordinators
Look up contact information
Filing communications
Customer Service
Customer Service & Technical Advisors
Log every communication* with a customer
Create new customer records
Filing Communications
CSD/ TA Supervisors
Run reports to track department productivity/ efficiency
Identify escalations
* Touchpoints include: phone calls, e-mails, event attendance, surveys, interactions with online campaigns, live chat interactions, social media, etc.
9
PROCESSES - Sales
Account Manager – CDW USA
Sales Manager – ALL of CDW (N.A)
Nina
Linda
10
Processes – Customer Service
Customer Service Advisors
Technical Advisor
11
Process - Marketing
Channel Marketing Manager
12
CRM Pain Points
Opportunity
CRM Pain Points
13
Improvement Projects of Recent
Pain Points
Lack of mandate to use CRM corporately
Cumbersome to access because it’s an on-premise application
Hard to use on the road
“Does not capture what I need to measure”
Opportunities
Mobile app
UI redesign
Direct Access
Investigate Other platforms/ upgrade options:
Sage upgrade
14
What I about CRM
Technology has advanced how we manage customer relationships
Data is incorporated into business strategies
Can be really powerful for those who use it!
15
Questions?
Christina Pageau
Supervisor, Marketing Operations
Christina.Pageau@startech.com
https://ca.linkedin.com/in/christinapageau
16