Capability Level 1 Level 2 Level 3 Level 4

A. CRM Process

B. CRM System Excel/Paper Form

C. Sales Process No methodology

D. Reporting

E. Reporting Tool MS Excel, PPT etc

F. Org Structure No CRM owner

G. User Adoption

- Account Management- Contact Management

- Activity Management (PAR)

- Lead Management- Opportunity Management- Campaign Management- Campaign-Opportunity

Integration

- Project-Opportunity Management

- Opportunity-Pricing-Quote Integration

- Integrated View of Customer

- Quote to Asset Allocation Integration

- CVS/Transactional Survey data Integration

- Issue/Case Management- Field Services Management

- Product Link-Leads Integration- Customer Experience Blueprint

Local Database e.g. Access

- Web-Based CRM system- Integration with DBS/ERP and/or other external data

sources

- Mobile CRM- Customer Portal

Informally defined Sales Process e.g. based on

experience

Sales Funnel Management (SFM) Methodology

(Concept, Data Capturing, Supporting Tools and Sales

Meeting Process)

- SFM for PS, Rental, UE, Power Systems, Engines

- Marketing & Sales Integration

No metrics on CRM/SFM

- PAR Analysis- Leads Generation Analysis- Participation Rate & Close

Rate Report- Lost Opportunity Analysis

Report- SFM Adoption Metrics

- Opportunity funnel visibility

- Aging Report - Funnel Velocity Analysis

- Sales Analytics Dashboard

- Realtime Decisioning- Service Analytics Dashboard

- Predictive Analytics- Descriptive Analytics

No data extract from CRM/SFM

Report Generation Software e.g. Crystal Report, Actuate,

Online realtime dynamic dashboards

- Enterprise Customer Datawarehouse

- Enterprise Analytics tools e.g. Cognos, BO, SPSS, SAS,

Qikview

CRM Champion with resources supporting

CRM/SFM

- Dedicated CRM Manager and resources

- Customer Service/Care Team

- Data Analytics Team support- Integrated Marketing, Sales and Customer Service Team

- Customer Experience Management Team

Disengaged end users (both top, mid and

bottom)End users are instructed to

input CRM data

Top/mid managers utilise insights from CRM data to drive bottom user adoption

Cross business units on single CRM platform

Category Sub Area Survey Qns #CRM Process Account Management 1

CRM Process Integrated view of Custo 2CRM Process Account Management 3CRM Process Account Management 4CRM Process Account Management 5CRM Process Account Management 6CRM Process Account Management 7CRM Process Account Management 8CRM Process Contact Management 9CRM Process Contact Management 10CRM Process Activities Management 11CRM Process Activities Management 12

CRM Process Activities Management 13CRM Process Campaign Management 14CRM Process Campaign Management 15CRM Process Campaign Management 16CRM Process Campaign Management 17

CRM Process Campaign Management 18CRM Process Campaign Management 19CRM Process Campaign Management 20CRM Process Lead Management 21CRM Process Lead Management 22

CRM Process Lead Management 23CRM Process Project - Opportunity Ma 24CRM Process Project - Opportunity Ma 25Sales Process Opportunity Management 26

Sales Process Opportunity Management 27Sales Process Opportunity Management 28Sales Process SFM 29Sales Process SFM 30Sales Process SFM 31

Sales Process SFM 32

Sales Process SFM 33

Sales Process SFM 34

Sales Process SFM 35

Sales Process SFM 36

Sales Process SFM 37Sales Process SFM 38Sales Process SFM 39Sales Process CVS/Transactional Surve 40Sales Process CVS/Transactional Surve 41Sales Process CVS/Transactional Surve 42Sales Process CVS/Transactional Surve 43Sales Process CVS/Transactional Surve 44Sales Process Feedback/Issue Manage 45Sales Process Feedback/Issue Manage 46Sales Process Feedback/Issue Manage 47Sales Process Feedback/Issue Manage 48Sales Process Feedback/Issue Manage 49Sales Process Social CRM 50

Sales Process eService 51

QnsAre basic Account information captured and viewable on the CRM plaform e.g. Address, CIC code, website?

Can Account information be updated via the CRM platform and sync-ed to backend systems e.g. DBS?Are all Customer Accounts assigned to a Sales Rep?Are there reports to track unassigned accounts?Are Customer Accounts adequately covered e.g. ratio of Sales Rep to Assigned Accounts?Do Sales teams perform account planning/budgeting (online)?Is the BPM exercise done as an input to Account and Marketing Planning?Are contact information adequately and accurately captured?Can Contact information be updated via the CRM platform and sync-ed to backend systems e.g. DBS?Do Sales teams do PAR planning at per account level?Are visits, call and email interactions captured into CRM Account?

Are Campaigns created and executed on the CRM platform?Does Marketing make use of CRM data to generate campaign contact list?Is the Campaign Contact Lists stored and managed in the CRM platform?Is Customer response captured in the CRM system and linked to the Account?

Are leads and opportunities generated tagged to its originating campaign?Is ROMI measured and tracked for every campaign?What information sources/channels are utilised to generate leads?Is there a clear definition and understanding between a lead and an opportunity?

Are projects captured, assigned, tracked and linked to opportunities in the CRM platform?Are project literature/information uploaded and readily available in the CRM platform?Are key information of an opportunity captured (refer to SFM_Data.xls for data and structure)?

Are opportunity - activities encoded diligently in order to leave a traceable history of customer interactions?Are Sales Reps consistent in their understanding of Entry and Exit criteria at each Sales Stage?Are opportunities updated progressively to its appropriate sales stage?Do Sales Managers review/conduct sales meetings using CRM Opportunity data?

Is the Account information comprehensive e.g. 360 view or to support Sales execution Fleet information, historical and YTD spend, WO, SL, Warranty?

Do Sales teams utilize PAR analysis reports to identify Accounts that have not been touched and take actions to follow up with the Accounts identified?

Can a user trace the campaign history of an account e.g. Account ABC has attended the ISF campaign, email campaign for a new series?

Are leads from other channels e.g. Marketing events, Web, callcenter, captured alongside Sales channel leads in the CRM platform and assigned & followed through the SFM process?

Are opportunities encoded diligently and accurately? Do Sales Rep need to reminded to encode opportunities? Does dealership instill discipline that what is not captured in CRM will not be discussed or give inventory priority?

Do Sales Managers have reports to support their funnel management e.g. SFM Dashboard, Sales Analytics Dashboard?Are SFM metrics tracked and analysed by the Sales Management e.g. Funnel Ratio, Close Rate, Participation Rate, Conversion Rate?

Can a quote be generated from the CRM platform and tagged to the opportunity?Can a machine serial number be allocated to a Closed Won opportunity?Are CVS results available on the CRM platform to form part of the 360 IVoC?Are CVS results tagged to the Account in order to view the history of surveys conducted to each Account?Can CRM user readily identify if an Account is 'At Risk', 'Vulnerable' or 'Loyal' through visual or indicators?

Are all Customer related feedback and issues captured and tracked on the CRM platform?Is there auto-assignment of issues e.g. based on account, territory?Are there escalation rules and reminder alerts on past due issues?Is CRM input part of Service Recovery process e.g. capture resolution and closure?Are there reports/analysis of aging, resolution SLA or analysis of trend, occurrences etc?Do marketing, sales or service teams utilise CRM platform to collaborate, communicate and share information?

Are there other analytical reports produced based on Opportunity data e.g Lost Analysis, Source Analysis, Funnel Velocity Analysis, Conversion Analysis, PAR Variance Analysis, Product Group/Size Class/Segment Analysis, ?Do Sales Managers use forward looking pipeline opportunities to identify areas of weakness in coverage, leads generation, conversion of opportunities to later sales stages?

Do Sales Managers use opportunity metrics and data to identify/assess Sales Reps' weakness and strengths e.g. identifying that a Sales Rep often loses opportunities at the 'Qualification' stage or often stagnant at the 'Development' stage or often have 'No Deal' opportunities at the later sales stages?Are opportunities identified for other Business units e.g. Product Support encoded within the same CRM platform and assigned electronically to the appropriate sales rep?

Are customers empowered to perform updates to their account, contact information, log issues, schedule services via an integrated customer portal?

Dealer C. Sales Process

Dealer A 2 2 2.5 3 3Dealer B 3 3 3 2 2Dealer C 1 1 2 1.5 2Dealer D 2 3 3 2 2

A. CRM Process

B. CRM System

D. Reporting

E. Reporting Tool

A. CRM Process

B. CRM System

C. Sales Process

D. ReportingE. Reporting Tool

F. Org Structure

G. User Adoption

0

2

4

CRM/SFM Capabilities Ratings

Dealer A Dealer B Dealer C Dealer D

2.5 12.5 2

1 23 3

F. Org Structure

G. User Adoption

A. CRM Process

B. CRM System

C. Sales Process

D. ReportingE. Reporting Tool

F. Org Structure

G. User Adoption

0

2

4

CRM/SFM Capabilities Ratings

Dealer A Dealer B Dealer C Dealer D

Dealer C. Sales Process

Current 1.5 3 2 2 2Target 2 3 3 3 2

A. CRM Process

B. CRM System

D. Reporting

E. Reporting Tool

A. CRM Process

B. CRM System

C. Sales Process

D. ReportingE. Reporting Tool

F. Org Structure

G. User Adoption

0

2

4

CRM/SFM Capabilities

Current Target

3 23 3

F. Org Structure

G. User Adoption

A. CRM Process

B. CRM System

C. Sales Process

D. ReportingE. Reporting Tool

F. Org Structure

G. User Adoption

0

2

4

CRM/SFM Capabilities

Current Target