Opportunity Mapping and Customer Follow-Up

Fausto
Member

Posted 31-Aug-2006 01:24 PM
The company where i work, already has a CRM solution in place, where we have the agenda for our main customers, some opportunities identified as well as some on going projects. Everyone who is entitled have access to this information.

My main idea is to translate all this DB info into an opportunity map (CRM mapping) where we can see graphically or by a matrix the level of coverage of a client per business area, this is mainly because one client might be a possible client for one of our other product lines (we have some cases that demostrate this) not only the one that is involved in the ongoing project. Is it posible to do this? Any recomendation?

Also if it is possible to show the grade of development of the ongoing projects, based on the project lifecycle (development, bid & proposal, initiation, delivery, further services)

If its not posible to translate this into a more graphic tool, it also will be great if al least we could be able to stablish the basic guidelines and procedures to achive it. As well as the key elements to follow to make a succesful implementation of this guidelines/rules.

So as you can see, this is the core info for the project. So again if you have any idea on how we can start dealing with it, I will appreciate that.

Dick Lee, CRMGuru Panelist
Advisory Board
Member
Picture of Dick Lee, CRMGuru Panelist

Posted 11-Sep-2006 06:44 AM
Fausto—sorry for the delayed reply. I've been on holiday. Unfortunately, I'm unaware of any formal tools for mapping customer penetration. Customer share, as it's also called, is a point in time value customarily expressed in standard charts (such as pie charts). Regarding tracking project or proposal progress, many folks track progress against steps to the sale using line charts or even project management Gantt charts.

The answer to your last question, regarding encouraging compliance with measurement processes, involves process and policy management as well as influencing human behavior. I would recommend mapping the steps required to acquire and report the desired measurement data using mapping techniques you're comfortable with (you can also look at our Visual Workflow mapping approach available in a free download at www.h-ym.com). After that, I would think through the human behavior issues involved in obtaining compliance. And don't forget to measure the success of the measuring process!

Regards, Dick Lee

Author Dick Lee is founder and principal of High-Yield Methods, a Twin Cities-based consulting firm specializing in helping clients achieve customer-centricity through CRM and proper alignment of process and technology. Dick is the developer of the Visual Workflow approach to business process improvement.

Graham Hill
Guru
Member

Posted 11-Sep-2006 11:51 PM
Fausto

As Dick suggests, there are no formal tools for mapping the level of coverage of a client per business area per se. The key performance indicators (KPIs) you suggest and others like it should be measured as part of a formal performamnce management process.

The Balanced Scorecard approach to performance measurement developed by Kaplan & Norton will help you understand what measures you should be looking at—see the balanced Scorecard Collaborative at http://www.bscol.com/ for more details.

Once you know what KPIs you want to measure, you can use simple tools like MS Excel or Business Intelligence tools like Cognos to create a graphical KPI Dashboard to continuously monitor & manage them . This is about as close as you will get to what you are apparently looking for.

Graham Hill
Independent CRM Consultant