My Lucky No Is 21. Stuart Lennie 斯图. Oracle CRM User Conference. Presenter Name: Presenter Date: 27th April Presenting To:

Transcription

1 My Lucky No Is 21 Presenter Name: Stuart Lennie 斯图 Presenter Date: 27th April 2012 Presenting To: Oracle CRM User Conference Page 1

2 Volvo Makes Big Cool Stuff Volvo Trucks Renault Trucks UD Trucks Mack Trucks Eicher * Buses Construction Equipment Volvo Mack Trucks Penta Volvo Aero Financial Services *) 50% of the joint-venture company with Eicher Motor Limited was consolidated in the Volvo Group from August 1st 2008 Page 2

3 which rests on our three core values 企业价值观 品质 安全 环保 Page 3

4 we have transformed 转型 Bought 并购 Samsung s excavators Samaung 挖掘机 Renault Trucks Renault 卡车 Mack Trucks Mack 卡车 UD Trucks UD 卡车 Eicher, Trucks India Eicher, 印度卡车 Lingong, China 临工, 中国 VOLVO GROUP 沃尔沃集团 Sold 转卖 1999 Volvo Cars 沃尔沃常用车 Page 4

5 Sales and employees worldwide 2010 全球销售及雇员分布情况 EUROPE NORTH AMERICA Sales 18% 12,844 14% Sales 39% 53,312 58% ASIA Sales 25% 18,535 20% SOUTH AMERICA Sales 11% 4,322 5% OTHER Sales 7% 2,396 3% Page 5

6 What % of major CRM initiatives fail to achieve their target return on investment? 79% Lose 21% Win Page 6

7 So Why Do We Do It? Sales Increase Cost Reduction Margins 24% 23% +2% If You Don t Your Competitors Will.and Then What Source: Gartner sales effectiveness research March 2008 Page 7

8 How To Be Successful? Top 5 Things To Remember 5 Prioritize By Connecting To Strategy 4 Involve The Right People 3 Where Are The Executive? Why Don t They Turn Up? 2 Add Value To The Users 1 Add Value To The Customer Page 8

9 Add Value To The Customer I Always Ask Who Are You Talking Too?... How Many Customers Do You Visit? How Many Dealers Do You Visit? Which Sales Reps Do You Go Out With? The IT Geek Page 9

10 Add Value To The Customer Because People Forget The Basics Who Are The Customers? What Do They Buy? Why Do They Buy It From Us? Where Are They Going? Page 10

11 Add Value To The Customer Focus Relentless On Customer Value Ask the customers what they want and need Create your top 20 of must have items Page 11

12 Add Value To The Users 99% of Sales Rep Think They Are Superman I know all of my customers in my sales area I know all of my important accounts I know what they want and need They Are Not.. Page 12

13 Add Value To The Users They Hate The Idea Of CRM Give them all my customer information Have to tell them what I am doing every day Whats In It For Me? (WIIFMe) You Need The Carrot and The Stick Page 13

14 Add Value To The Users Focus Relentless On User Value Talk To The Users About What They Need (not the executives) Create the top 20 of must have items Page 14

15 Where Are The Executives? Inexperienced Executives Think CRM Is Easy.It s Not Governance Is Critical No Commitment..No Go Be Patient and Set Expectation Levels Measure Success Page 15

16 Involve The Right People? Everybody Fails? Earn Your Stripes Partner Up When You Fail Keep Hold Of The People Page 16

17 Prioritize By Connecting To Strategy Business Strategy Will Help You Prioritize CRM Is A Consequence Of Business Strategy Get A Customer Strategy Eat The Elephant One Bite At A Time Page 17

18 What is CLM? Questions Page 18

19 What is CLM? Talking To Customer Is Fun Research in Rio USA China Page 19