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PRECONFERENCE SEMINARS
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W1 – Executive CRM Boot Camp
Mr. Barton J Goldenberg, President - ISM, Inc.
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This nontechnical boot camp targets the busy executive who needs to get
pragmatic advice about what CRM is and how to successfully apply CRM to
their business. This briefing will walk you through the CRM definition (a
business approach that provides sales, customer service, marketing, e-business,
and reporting tools and techniques to support an organization's business
strategy), describe current CRM components and emerging trends, offer advice
about how to formulate a CRM strategy, detail components of the CRM value
proposition, reveal the 10 critical success factors for making CRM happen,
and highlight leading CRM executive issues (e.g., obtaining and maintaining
user interest; integrating people, process, and technology; managing your
software vendor/integration partners). Taught by one of the CRM industry's
leading authorities, and chairman of this conference, this is one event
you will not want to miss!
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W2 – Increasing the Execution Index of Your CRM Deployment
Cyrus Aram, Senior Business Strategy Manager - Hewlett Packard (HP)
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Do you ever wonder why most CRM projects execute over budget, over schedule,
and under expectations? This seminar not only answers this question, but
offers a compelling answer by delivering a comprehensive program, project,
change, and quality management framework and accompanying tools. Learn about
critical execution strategies that are needed prior to implementation. Learn
a three-step process to get your organization ready (via program management
structures and high- performance teams); in position to aim (via work estimation,
status reporting, and risk management); and ultimately fire upon your deployment
(via scope, change, and quality management). Participants will also learn
about two fundamental approaches toward setting up their CRM team as well
as the benefits, drawbacks, and implications of each approach. This is a
fast-paced, practical interactive seminar.
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W3 – How to Successfully Implement Business Process Best Practices
Joe McLaughlin, VP of Consulting Services - ISM, Inc.
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There has been a surge of interest in CRM business process enhancement.
In fact many CRM applications now come with automated best-in-class business
process workflow functionality. But what does best in class really mean?
The real challenge is to define and implement the right processes to support
your business needs. Many business process enhancement initiatives fail
because they are overly academic, they rely too much on technology, or they
underestimate the change management impact on the people who have to work
in the processes. This workshop is designed as a practical session that
describes a six-step methodology for successfully realizing CRM business
process enhancement. Real-life case studies will be provided throughout
the presentation to drive home the key messages.
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W4 – Organizing for CRM
Anupam Agarwal, Associate Principal - McKinsey & Company Jeffrey Schumacher, Partner - McKinsey & Company
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Companies continue to invest heavily in technology to improve customer relations
and drive up profitability. However, most companies fail to achieve a positive
ROI due to a number of obstacles including organizational alignment, technology
complexities, and failure to measure true program performance. Successful
implementation of CRM programs must address six core components: CRM
strategy/roadmap, metrics, processes, organization, technology, and data. This seminar will
address questions including: Why do more than half the companies investing
in CRM consider it to be a disappointment? Why is the core of the problem
the failure to focus on the organizational challenges? And, what do companies
need to do to solve the problem and achieve long-term success? |
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