The CRM Audit is a stake in the ground. No implementation should be undertaken without one unless you have very deep pockets and no interest in measuring benefit or Return on Investment.

Pyinna has developed an approach that delivers clear analysis of your current situation, proposes strategic and operational changes, and estimates clearly where benefits will accrue.

This approach requires inputs from senior management, staff and most importantly your customers and will deliver outputs in terms of written reports and recommendations.

INPUTS:

Benchmarking - what measures are we going to use to assess where you are today and where you want to be. These could be related to:

Customer conversion

• Cost per lead of marketing campaigns
• Cost per deal of marketing campaigns
• No. of enquiries generated
• No. of prospects in pipeline by stage
• No. of prospects converted/lost
• Av. time to convert to customer

Customer profitability

• Av. revenue per deal
• Av. margin per deal
• Customer segment analysis
• Profitability by individual and by segment

Customer Satisfaction

• No. of issues reported broken down by customer, segment, product etc.
• Av. time to respond and to resolve issues.
• Average and individuals call queues.

Customer Satisfaction Surveys - what do your favourite customers think of you? What about your least favourite? You may know or think you know the answers but an independent analysis often turns up different issues and angles.

Pyinna will conduct independent surveys using written questionnaires, telephone follow-up and on-site visits where appropriate.

We will determine not only subjective views of relationships and product quality but look at tangibles of price, performance, delivery and after sales.

These will be used to assess how a CRM strategy needs to take account of customer's plans and concerns.

Brainstorming - an initial view of your business objectives and how these translate into strategic and operational initiatives affecting customers.

This is conducted as a series of focussed workshops to extract all issues - positive and negative - from each customer-facing department.

Their initial views are drawn together as a report for management validation. Review of current IT environment - love IT or loathe IT.... IT systems are crucial to developing a cohesive approach to the customer given the multitude of possible contact channels that exist today.

The CRM Audit will analyse what customer databases exist today, how extensively are they used, and comment on whether they can be the basis of a cohesive customer strategy going forward?

The IT review will also look at plans for e-business, data quality and interfaces with operational systems to ensure that front office staff have access to the data they need to service customers.

OUTPUTS:

Where is your organisation on the CRM scale? How well are your servicing customers and prospects today? How do you compare with your competition?

Recommended CRM strategy based on our interpretation of the customer surveys and brainstorming sessions. Prioritised list of business processes to review against CRM strategy and possible IT solutions.

Information technology issues - shortlist of vendors to consider and benefits/constraints of each. Considerations of architecture, platform, hardware, software and interfaces.

Implementation issues, skills required (internal and external impact), likely costs and timescales.

Projected benefits and return on investment of implementing CRM strategy recommendations.

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