The Benefits of Working with Customer Relationship Management Canada Post Mail Publications Agreement Number: 40609661 Volume 1, Issue 2 WorldinMotion Fall 2019 The official publication of the Canadian Fluid Power Association Your4 www.cfpa.ca • Volume 1, Issue 2Canadian Fluid Power Association ❚ Fall 2019 ❚ 5 contents Published For: Canadian Fluid Power Association 146 Delarmbro Drive Erin, ON N0B 1T0 Phone: (519) 833-7417 info@cfpa.ca www.cfpa.ca Published By: Matrix Group Publishing Inc. 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UP FRONT 06 A Letter from the Chair of the Canadian Fluid Power Association 07 A Letter from the Vice-Chair of the Canadian Fluid Power Association 08 Les avantages de travailler avec un système de gestion de la relation client | The Benefits of Working with Customer Relationship Management 13 Recapping the 2019 Record-Breaking Fluid Power Challenges FEATURES 15 In the Know: A Report from the CFPA’s Board of Directors 17 Market Insight 101: Examining Our Industry’s Executive Report NEWS & VIEWS 21 Meet the CFPA: Director Profiles 23 Benefits of CFPA Membership MARK YOUR CALENDAR 25 Upcoming Event: CFPA Golf Tournament 26 Index to Advertisers Volume 1, Issue 2 18 Regulatory Report: Harmonizing CRN Regulations 19 Optimizing Cylinder Size for Precise Control 6 www.cfpa.ca • Volume 1, Issue 2 I would like to start by thanking Frank Pirri for all of his hard work and dedication over the past two years. The Canadian Fluid Power Association (CFPA) has grown as an organization and has been very successful reaching new members. Frank’s shoes are definitely going to be hard to fill. I am excited to be the new CFPA chair, and I cherish the opportunity to help guide the association through this period of continued growth and expansion. I feel women in fluid power executive positions are all too uncommon, so I will take my position seriously to set an example to young women considering STEM careers or a business occupation in a male- dominated field. It is truly an honour to be the first female chair of the CFPA. I’d also like to congratulate Ted O’Donnell, who was voted in as the new vice-chair, and who, with his extensive experience in the CFPA, will provide invaluable guidance and leadership. For my next two years representing the CFPA, I have a list of goals as part of my agenda, all of which I hope two years provides enough time to be realized. I won’t be able to achieve these goals alone, and I will count on help from our exceptional board of directors. As well, I encourage help from you, the association membership, to bring forth a new level of commitment to the growth of fluid power in Canada. I hope you correlate the following targets with CFPA success, as I do: • Deeper involvement in government and politics. The CFPA is neither large nor experienced enough to lobby government for changes in education policy or workplace safety legislation, but the Canadian Manufacturers & Exporters (CME) is. The CME is dedicated to seeing Canada recognized as a global leader and innovator in advanced manufacturing and as a global leader in exporting. • Stemming from the previous point, the CFPA needs more involvement with the Canadian government, CME, and political figures. We need more people on our industrial relations committee and / or more people willing to work to help achieve this goal. • I will also work with the CME to help promote Women in Manufacturing. In Canada, 48 per cent of the workforce is male, yet only 28 per cent are in manufacturing. It is my hope to influence and attract more young women into STEM careers, and with our Fluid Power Challenges, we’re creating exposure where there was none previously. • Canadian colleges are slowly reducing their offerings of fluid power courses. With this in mind, the CFPA has created a human resources committee to work more closely with colleges to get things back on track. Our mandate is to ensure CFPA members can hire and retain qualified fluid power professionals, but without formal education to back them up, this presents a challenge. We have assigned champions within the association to work with colleges to not only promote their respective school’s fluid power programs, but to also help fill classrooms. We would like to grow our scholarship program to reward young adults entering these classes while lowering their financial burden. We all know how hard it is to find qualified fluid power professionals, especially ones with credentials that guarantee a minimum level of education. With continued collaboration with the International Fluid Power Society (IFPS), we will bring more education and more certification to Canada. We will continue to offer IFPS certification and review sessions. In fact, this year’s Hydraulic Specialist review and test events are already planned for Ontario in October and for Alberta in November. I’m sure these next two years will pass as quickly as did my two years as vice-chair had. However, I hope my leadership grows the association at the same pace and vigour as had occurred during Frank’s tenure. With your help, I’m confident it will. We all know how hard it is to find qualified fluid power professionals, especially ones with credentials that guarantee a minimum level of education. With continued collaboration with the International Fluid Power Society (IFPS), we will bring more education and more certification to Canada. Caryes Allan Chair Canadian Fluid Power Association Letter from the Chair up frontCanadian Fluid Power Association ❚ Fall 2019 ❚ 7 up front Thank you to the Canadian Fluid Power Association (CFPA) board for electing me and giving me the opportunity to serve the CFPA membership in the capacity of vice-chair. Additionally, congratulations to our new chair, Caryes Allan, the first female to lead the CFPA! I look forward to working together with Caryes and the rest of the CFPA board to further the cause of the fluid power industry in Canada. As I have said in the past, the board of directors has done a great job of getting the association to where it is today, creating value in the association for its membership, but we need help to get it to the next level. We need engagement, commitment, and contributions from more of the membership to help the association realize more of its potential to influence our industry and markets. Fortunately, due to the communication and collaboration technologies available today, the time commitment is minimized by not requiring travel. Consider, too, that participation is not limited to your identified association members; you likely have some very talented people in your organization who could contribute their knowledge and experience without requiring additional participation from your membership delegates. It could be an excellent way to recognize and acknowledge your team’s expertise, share it with others, keep them engaged, and help the association membership at the same time. We are in need of additional assistance and expertise in all areas, but particularly with industrial relations and market insight. With our current limited resources, we have primarily been reactive to the needs of the membership. We would like to become more proactive at seeking data and collecting input from sources that would provide valuable information to help the membership run their businesses. If you have people on your team who could contribute, even in a small way, it would help. Another area in which we need input from CFPA membership is what value you, as a member, want the association to provide. What is important to you and your business that you would like the association to work on or provide? What is important to you in your business is likely also important to others, so if we are not addressing your needs, let us know. We need to continue to evolve our mandate and our activities to meet the needs of the association membership, and we need your direction to help shape that evolution. One area we are all interested in is formalized fluid power education in Canada. It was a topic at our AGM in Banff this June, where Johan Fourie from the British Columbia Institute of Technology and Jeff Magnolo from Peerless Engineering presented what I will describe as the foundations of a framework that could form the basis of a common, formalized curriculum for fluid power education across Canada. We have a long way to go, and there is a lot of work required to realize such a broad vision, but a program that could lead to recognized certification for the fluid power trade across Canada is beginning to take shape and will benefit us all. We are forming new committees to tackle this important issue, so if you would like a say in how the education of your future fluid power employees is defined and developed, please reach out to any member of the board or CFPA Manager Trish Torrance and let us know how you can contribute. This is a call to action. Please engage, participate, and include others from your team who can contribute to the greater good of the fluid power industry in Canada. Thank you. We have a long way to go, and there is a lot of work required to realize such a broad vision, but a program that could lead to recognized certification for the fluid power trade across Canada is beginning to take shape and will benefit us all. Ted O’Donnell Vice-Chair Canadian Fluid Power Association Letter from the Vice-Chair 8 www.cfpa.ca • Volume 1, Issue 2 article de fond Les avantages de travailler avec un n système de gestion de la relation client (CRM) n’est pas un nouvel outil ; il existe depuis des décennies. Il est apprécié par la direction car cela permet à celle- ci de suivre son équipe, mais cependant détesté par personnel qui le perçoit comme « Big Brother ». À la fin de la journée, les gens diront que c’est aussi utile que les données qui y sont téléchargées. Lorsqu’il n’est pas utilisé correctement, il peut devenir un fardeau et créer des frustrations pour tous. Cependant, lorsqu’une entreprise s’y engage, et que la direction investit dans la formation de son personnel afin d’expliquer l’importance d’utiliser un CRM, celui-ci peut devenir un puissant outil. La plupart des entreprises gèrent leurs activités à partir de rapports financiers et de ventes. Ces outils sont excellents, mais fournissent des informations du passé. ’CRM fournit des données en temps réel, générées par votre équipe vous offrant, par exemple, la possibilité de réagir rapidement pour décrocher une commande en équipe. Votre meilleure source d’information Les meilleurs CRM actuels sont disponibles soit sur un ordinateur de bureau, ou sur un appareil mobile, souvent même synchronisé l’un avec l’autre afin que l’information soit en temps réel. Utilisé comme il se doit, il devient votre outil de suivi des ventes, de campagnes, de planification, de prévision et d’analyse ainsi que votre meilleure source d’information. Vous devez d’abord avoir une vision claire de ce que vous souhaitez réaliser ; la portée du projet et quelles informations seront nécessaires et utilisées. Un CRM peut être utilisé comme base de données principale pour vos clients et vos fournisseurs, outil de planification hebdomadaire, pour enregistrer toutes activités, vos tâches, vos pistes et vos opportunités. Il vous permettra également de suivre vos opportunités et deviendra votre principale base de données pour la documentation sur les opportunités (courriels clients et fournisseurs, dessins, soumissions, photos, etc.). Vous pourrez également enregistrer vos opportunités gagnées ou perdues, les raisons de la perte d’une commande et à quel compétiteur avec une vue sur les prévisions financières des ventes futures à l’aide d’opportunités ciblées par la date de clôture et le ratio de succès d’un représentant. Vous pourrez suivre des campagnes marketing spécifiques, un processus relié au lancement de nouveaux produits, et même l’utiliser comme principal outil de communication interne. Je sais que certains d’entre vous diront « il exagère », mais la réponse est tout simplement « non ». Tout ce qu’il faut, c’est du suite à la page 10 Par Pierre Martel, Président d’appartenance, Association canadienne d’énergie des fluides système de gestion de la relation clientCanadian Fluid Power Association ❚ Fall 2019 ❚ 9 feature ustomer Relationship Management (CRM) is not a new tool; it has been around for decades. It’s appreciated by management, as they can monitor their team, but hated by staff, as they consider it to be Big Brother. At the end of the day, people will say it’s as useful as the data loaded into it. When not used properly, it can become a burden and create frustrations for everybody. However, when a company commits to it and management invests in training their staff to explain the importance of using CRM, it can become a powerful tool. Most organizations are running their business from sales and financial reports. Those tools are excellent, but they provide past information. CRM provides live data generated by your team and gives you, for example, the opportunity to react quickly to win an order as a team. Your best source of information Today’s best CRM is either desktop or mobile, or even linked together, so the information is live. When used as it should be, it becomes your sales follow-up, campaign tracking, planning, forecasting, and analytics tool—and your best source of information. You first need to have a clear vision of what you wish to achieve; the scope of the project and the information that will be required and used. CRM can be used as your main contact database for customers and vendors, as a weekly planning tool, to log all of your activities / tasks, to record leads and opportunities, to follow-up on opportunities, to be your main document database on opportunities (e-mails from customers / vendors, drawings, quotes, pictures, etc.), to record wins and lost opportunities, to track the reasons of the loss (and to whom), to forecast future sales using opportunities, targeted close date, and the closing ratio by salesman, to track specific marketing campaigns, to track specific processes such as the launch of new products, and even as your main internal communication tool. I know, some of you will say, “He’s pushing it,” but the answer is no. All it takes is some time, commitment, and effort, and you will get adoption, because it’s addictive. The entire process should start with a major clean-up of your database (contacts, customers, and vendor) and a fresh upload of all the information your company owns. Then, the fun starts You can link your Enterprise Resource Planning (ERP) to the CRM, allowing you to upload your customer sales data, vendor purchasing data, and inside sales phone call logs. These are forwarded as leads to outside salespeople, who can follow up on them, validate the lead, and eventually transfer them into opportunities, connect By Pierre Martel, Chair of Membership, Canadian Fluid Power Association continued on page 11 The Benefits of Working with Customer Relationship Management système de gestion de la relation clientNext >