CRM Training Presentation

Posted 08-Aug-2005 09:38 AM
Paul,

I am about to begin a CRM initiative to large hotel family of brands. I have already defined a vision statement and will prepare a multi-year role out plan that provides 2 guest visible components, guest recognition (at all touchpoints) and segment driven communications. My question is, where can I find examples of training, and graphics to describe what CRM is to an audience that will have difficulty in understanding a process or strategy that is conceptual. Most of what I see is either a cookbook on how to implement, measure, etc. I need a "CRM for Dummies" approach to this topic.

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Paul Greenberg
Guru
Member

Posted 09-Aug-2005 02:45 AM
Hi Steve,

As straightforward as your question might sound, it isn't a particularly easy one to answer. First, I want to applaud you for having a vision statement—something that is often overlooked in the planning of a CRM strategy. Second I want to applaud you for the way that you're thinking about planning. You clearly know what you want to do and that is a big step and a great start.

That said, it is very hard to a) find examples of training and graphics to describe what CRM is unless someone who trains or speaks on CRM is willing to give up what is likely their intellectual property for whatever reason they would. Second, training for a company with a strong "vertical presence" typically has to be somewhat customized at least to the level and nature of the audience so while there are generically useful beginners' CRM approaches, they aren't necessarily 100% appropriate though they might do the job.

Recently, I became a founding partner of a training company that is actually endorsed by CRMGuru among others (Rutgers University's CRM Research Center, The CRM Association) that does exactly what you're looking for. So consider this a little bit of a self-aggrandizing plug, but still legitimate nonetheless. I've personally taught classes and given seminars on "Whole Brained CRM" which really is the "dummies-level" material for CRM. If you're interested in further discussion—not necessarily for hiring us but just to talk over what you might need that I might be able to provide feel free to email me with a phone number at paul-greenberg3@comcast.net. Or call me at 703-551-2337. I'm perfectly willing to see if I can help you in any way with some ideas on where to look and what to do with your newbie CRMers!! I hope this is of some value to you.

Liz wilson
Member

Posted 11-Aug-2005 09:39 AM
Hello Steve,

For a really cheap solution I really like the CRM Pocketbook: http://www.pocketbook.co.uk/manager-series/manager_series_3.htm

I buy stacks of them and hand them out to clients who are "CRM illiterate". It may help you to build a presentation.

Liz

Exchange Synergism
Member

Posted 11-Aug-2005 12:10 PM
If you wish I can send you a Powerpoint deck that may be helpful. We are not worried about IP sharing provided you retain appropriate authorship credits... there are no real secrets to this stuff at the level you are talking about—it has been around long enough that a basic CRM intro qualifies as public domain to us.

http://www.exchangesynergism.com

David McNab
Exchange Synergism Ltd.
http://www.mscforum.com

Posted 11-Aug-2005 10:19 PM
Hi Steve,

What you ask for is certainly not available off the shelf or in any book. However I am sure that lots of CRM functional consultants or solution architects like me will have 10s of presentations that generically address the issues you are facing. Multiple long telephone calls or meetings with someone who has done it before is the only way to go about it. If you are interested you can mail me at bannurs@yahoo.com and I can give you directions.

-sunil

Posted 22-Aug-2005 06:29 AM
Steve:
The recent Forrester Research survey revealed the not very surprsing conclusion that "user adoption" is now the #1 CRM issue (see http://www.forrester.com/Research/Document/Excerpt/0,7211,37503,00.html).

Is training the answer to user adoption? I think not. You don't want to learn how your drill works, you just want it to make holes. So too nobody really wants to learn how Siebel or NetSuite works they just want the performace gains.

Learning about the CRM application should be a free by-product of its produtive use from day 1 without downtime for training (70% of which is forgotten within 2 weeks). The way to do this is with a true "performance support" approach where the focus is on work peformance rather than application education.

This "new wave" has been coming for a decade but the tools are finally here to make it a reality. Yes, I have the best one and you may be interested in seeing a little video at http://www.rocketools.com/video/SalesforceDataInput.htm

You can also download the actual toolbar and run the support against a live copy of the application (no Salesforce account required).

What do you think?

Ray

Posted 22-Aug-2005 08:42 AM
Ray,
Thanks for your input. I believe Salesforce.com can help when I get to the B to B sales side of our business. Today (and for the next year or two), I will be concentrating on leisure guest travel. The specific issue at hand begins at the property level. How does an organization inform (teach) a field staff that is tactical in providing service and amenities (to our guests) grasp the conceptual nature of CRM. I propose discussing examples of guest recognition (Harrah's), and using case studies from other travel loyalty programs to "sell in" the importance of CRM. On the surface, our field staff view CRM as just another "Corporate Initiative" that will be imposed on them.

Training is a bad choice on our part to describe the actual presentation. I think of it as conveying information that can make the field job better, through providing guest history and preferance (at the hotel front desk), in preparation for a guest's arrival.