Crm Assingment

8/12/2019 Crm Assingment

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COURSE TITLE

INFORMATION TECHNOLOGY

FOR MANAGEMENT

ASSIGNMENT TOPIC:

BUILDING A CRM PROTOTYPE FOR VASCARA BRAND

Student: Mai Kim Tuyen

ID: CGS00017288

Course: MBAOUM0314K13A

Proferssor: Dr. Victor Nguyen


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TABLE OF CONTENT

INTRODUCTION ................................................................................................................. 3

Chapter 1: Customer Relationship Management - CRM .................................................. 41.1. Overview about CRM: .............................................................................................. 4

1.2. Cloud computing/cloud technology: ......................................................................... 5

Chapter 2: Describes the design and implementation of CRM system ............................ 8

2.1. Top 3 Customer Service Trends for 2014: .................................................................... 8

2.2. Build a CRM system for Vascara brandBinh Pham Company: .............................. 10

2.2.1. These steps for CRM projects of Binh Pham Company: ..................................... 10

2.2.2. Functions of the system: ....................................................................................... 13

2.2.3. The implementation of Vascaras CRM system in todays trend: ....................... 14

a. Social media for customer care: .............................................................................. 14

b. Deploying customer services in the cloud technology: .......................................... 17

c. Using mobile technology to enhance customer service: ......................................... 19

2.2.4. Extending to support other areas: ......................................................................... 20

CONCLUSION .................................................................................................................... 21

REFERENCE ....................................................................................................................... 22


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INTRODUCTION

In the business operations, each company has relationships with customers and

business partners which they must work, serve or collaborate. The relationship always takes

place between two teams - one side is employees work in the company and another is

customers, business partners. So companies need to have a management system that

facilitates both enforcement personnel better relationships with customers, has helped to

manage customers more effectively. And CRM has created at the same time serve both on

request.

Customer relationship management is a new system of business including methods,

techniques and the ability to help businesses manage relationships customers more

effectively. The purpose of CRM is generalized to allow organizations business manage its

customers better through the introduction of the system, methods, and procedures for

reliable business.


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Chapter 1: Customer Relationship ManagementCRM

1.1. Overview about CRM:CRM is the abbreviation for customer relationship management. It entails all

aspects of interaction that a company has with its customer, whether it is sales or service-

related. While the phrase customer relationship management is most commonly used to

describe a business-customer relationship, CRM systems are also used to manage your

business contacts, clients, contract wins and sales leads. CRM refers to the methodologies

and software tools to leverage customer information in order to achieve the following:

Build greater customer loyalty and therefore greater profitability percustomer

Deter customer attrition (loss of a customer) Acquire new customers who are most likely to become profitable Up-sell (sell more profitable products/services) or cross-sell (sell additional

products/services) to unprofitable customers to move them to a profit position

Reduce inefficiencies that waste advertising dollars

The CRM Business Strategy: Customer relationship management is often thought

of as a business strategy that enables businesses to:

Understand the customer Retain customers through better customer experience Attract new customers Win new clients and contracts


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Increase profitably Decrease customer management costs

Figure 1.1: CRM system

1.2. Cloud computing/cloud technology:Cloud computingis a term used to refer to a model of network computing where a

program or application runs on a connected server or servers rather than on a local

computing device such as a PC, tablet or smart-phone. Like the traditionalclient-server

model or oldermainframe computing,a user connects with a server to perform a task. The

difference with cloud computing is that the computing process may run on one or many

connected computers at the same time, utilizing the concept ofvirtualization.

Business applications are moving to the cloud. Its not just a fadthe shift from

traditional software models to the Internet has steadily gained momentum over the last 10

years. The shared infrastructure means it works like a utility: You only pay for what you
http://en.wikipedia.org/wiki/Client-server_modelhttp://en.wikipedia.org/wiki/Client-server_modelhttp://en.wikipedia.org/wiki/Mainframe_computerhttp://en.wikipedia.org/wiki/Virtualizationhttp://en.wikipedia.org/wiki/Virtualizationhttp://en.wikipedia.org/wiki/Mainframe_computerhttp://en.wikipedia.org/wiki/Client-server_modelhttp://en.wikipedia.org/wiki/Client-server_model


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need, upgrades are automatic, and scaling up or down is easy. Cloud-based apps can be up

and running in days or weeks, and they cost less. With a cloud app, you just open a browser,

log in, customize the app, and start using it. Businesses are running all kinds of apps in the

cloud, like customer relationship management (CRM), HR, accounting, and much more.

Some of the worlds largest companies moved their applications to the cloud with

salesforce.com after rigorously testing the security and reliability of our infrastructure.

As cloud computing grows in popularity, thousands of companies are simply

rebranding their non-cloud products and services as cloud computing. Always dig deeper

when evaluating cloud offerings and keep in mind that if you have to buy and manage

hardware and software, what youre looking at isnt really cloud computing but a false

cloud.

Figure 1.2: Cloud Computing


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Cloud computing of fers the foll owing major advantages to the users:

1. The 3rdparty provider owns and manages all the computing resources (servers,software, storage, and networking) and electricity needed for the services. The users

only need to "plug into" the cloud. The users do not need to make a large upfront

investment on computing resources; the space needed to house them; electricity

needed to run the computing resources; and the cost of maintaining staff for

administering the system, network, and database.

2. The users can increase or decrease the level of use of the computing resources andservices flexibly and easily.

3. The users pay most likely much less for the services, because they pay only for thecomputing resources and services they use, and the subscription-based or pay-per-

use charges are likely much lower than the cost of maintaining on-premises

computing resources. If the users are to maintain on-premises computing resources,

they also need to make the worst-case plan to account for the occasional or seasonal

peak needs.

4. The users can in practice access the cloud for services anytime from anywhere.

The above advantages make cloud computing a compelling paradigm for servicing

computing needs for both enterprises and end customers. As such, many players, both large

and small, are now entering or planning to enter the emerging cloud computing market.


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Chapter 2: Describes the design and implementation of CRM system

The biggest benefit most businesses realize when moving to a CRM system comes

directly from having all your business data stored and accessed from a single location.

Before CRM systems, customer data was spread out over office productivity suite

documents, email systems, mobile phone data and even paper note cards. Storing all the data

from all departments (e.g., sales, marketing, customer service and HR) in a central location

gives management and employees immediate access to the most recent data when they need

it. Departments can collaborate with ease, and CRM systems help organization to develop

efficient automated processes to improve business processes. Other benefits include a 360-

degree view of all customer information, knowledge of what customers and the general

market want, and integration with your existing applications to consolidate all business

information.

2.1. Top 3 Customer Service Trends for 2014:

Each year, we put together the CRM Service Awards issue to reveal the most

impressive efforts by customer service industry heavyweights, emerging companies, and

practitioners. In doing so, we also highlight some of the most significant trends in the

customer service market. While there are a variety of interesting developments this year, the

top three are listed below:

Customer service is becoming more social. It's not new that customers expect theircompanies of choice to meet them on their preferred interaction channel. What is

new, though, is how companies are meeting them. In the early stages of social media,

companies generally used the channel to send outbound marketing messages to
http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/The-2014-CRM-Service-Awards-94981.aspxhttp://www.destinationcrm.com/Articles/Editorial/Magazine-Features/The-2014-CRM-Service-Awards-94981.aspx


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prospects and customers. However, as more customers turn to social media to solve

their customer service issues, it makes sense to bring in customer service

representatives to handle these issues, as they are the ones best suited to respond. As

more companies leverage social media for support, they will have to integrate the

emerging support channel with traditional ones to get a more complete picture of

customer behavior. Moving forward, it makes sense that more case management

applications will include a consolidated view of multiples interaction channels,

including social media.

More customer service departments are relying on cloud technology. Until recently,

customer service trends have been slow moving, because the technology has

historically been expensive and cumbersome to upgrade. However, hosted solutions

mitigate both of these concerns. Therefore, expect to see more contact centers rely on

cloud-based technology. One research and consulting company in theContact Center

Infrastructure category estimates that only 10 percent of U.S. call center agent seats

are currently supported by hosted service providers. However, because of the

benefits of cloud-based customer service technology, the company expects this

number to jump to 23 percent in only four years. Additionally, we could see small

and medium-sized companies become more sophisticated with their customer service

efforts as cloud-based customer service technologies trickle down to these

companies. The same analyst adds that "the fastest-growing companies are

broadening their market reach by using the cloud to move down market, by reducing

initial costs and speeding implementation, and by developing function-specific

modules that can be sold as turnkey installations."
http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/The-2014-CRM-Service-Leaders-95028.aspxhttp://www.destinationcrm.com/Articles/Editorial/Magazine-Features/The-2014-CRM-Service-Leaders-95028.aspxhttp://www.destinationcrm.com/Articles/Editorial/Magazine-Features/The-2014-CRM-Service-Leaders-95028.aspxhttp://www.destinationcrm.com/Articles/Editorial/Magazine-Features/The-2014-CRM-Service-Leaders-95028.aspx


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- Set clear goals initially: It should clearly define the objectives of your CRMdeployment, such as: need better reports, a shorter sales cycle or conversion rate

between potential customers and clients really improved

- Identify priority objectives: Focus on the target may Blitzkrieg. The determinationof short-termsgoals are important because it is the premise and inspiration for the

successful implementation of CRM projects.


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- Review the processes:Review the processes to assess whether it will be managedby how a CRM application. If you need to change, willing to change existing

processes to fit on CRM processes.

- Defining CRM data management needs: Confirm the data you need to manageCRM include contact person, business opportunities, cases, campaigns, coordinating

and any relationships or processes that need to be managed.

- Decentralization use: How CRM data will be shared among the group? Considerthe decentralization according to the role of user. Are all users allowed to export the

data to Excel or access to all records?


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- Create a plan CRM user adoption: The little end-user adoption is the number onecause of failure of CRM projects. Consult the user in the first phase will stimulate

their interest. Ensure commitment and support from leading CRM. Nominated one

employee uses CRM in each department and facilitated the use of the user by using

the training sessions.

2.2.2. Functions of the system:

- Manage client list: patrons, potential customers, new customers.

- Manage customer information: personal information, contacts, addresses, and

information about customer tastes with business products. The system also manages the

feedback of customers to assess and meet the needs customers at the right time.

- Management detailed information of each product: name, code, detailed

information.


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- Manage appointments with customers: client name, assigned personnel perform,

service, time and location, cost. Email to staff management, marketing activities such as

scheduling, deployment a marketing campaign.

- Manage all purchase transactions: contract, invoices, according to customers,

according to staff, daily...

- Manage all customer care activities after sales: warranty work, customer support

- Decision support systems for managers: to report on client chart and the buying and

selling of businesses.

2.2.3. The implementation of Vascaras CRM system in todays trend:

a. Social media for customer care:

Through social media, virtually anyone, anywhere in the world, can be heard.

Unfortunately for many businesses, an individual's comments might not always be

complimentary. This is prompting more companies to turn to social media than ever before.

Social media enables you to engage with your customers as never before. Hearing

what they say about you can be an invaluable tool, but how can you make the most of

customer feedback. In Binh Pham Company, I would like suggest ten ways to improve their

customer service:

- Connect with your customers: You may already have aFacebook

orTwitterprofile for your personal use, but create asocial networkingprofile for your

business to connect directly with your customers.
http://www.facebook.com/https://twitter.com/http://www.marketingdonut.co.uk/marketing/internet-marketing/social-media-and-online-networking/q-a-social-networking-to-boost-your-businesshttp://www.marketingdonut.co.uk/marketing/internet-marketing/social-media-and-online-networking/q-a-social-networking-to-boost-your-businesshttps://twitter.com/http://www.facebook.com/


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- Get blogging: Use a blog platform such asWord press to update clients and

suppliers with the news from your business. You could also add a forum to your website to

get customers sharing their experiences. Comment on other peoples blogs or start a

discussion thread in anonline networking forum.

- Encourage feedback: Encouraging and acting on feedback allows you to tailor

your product or service to your customers needs. Use www.twtpoll.com to create a poll for

your Twitter followers, or even ask your Facebook friends to become a fan of your page

and comment critically on your product.

- Respond to the feedback: Note down feedback from allsocial media accounts.

Log suggestions separately from complaints.Complaints are your priority, so set up a policy

to deal with them swiftly and efficiently. Use suggestions to generate ideas to improve your

product or service.

- Monitor feedback online:You must remain aware of what people are saying

about your business elsewhere on the internet. Use search engines or tools such as Google

Analytics to find reviews of your business.

- Keep an eye on the competition:Many sectors have consumer review sites where

customers are encouraged to share their experiences. Scan these regularly to see what

customers are saying about you and your competitors. If all your rivals seem to have

special offers, it might be worth considering launching one, or you could miss out on

custom.
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- Deal with negative feedback promptly. The more engaged you are, the less likely

you are to have an online PR disaster. Investigate any complaints thoroughly and contact the

customer directly toapologize or offer a solution if it is your fault.

- Note what your customers want: If similar queries come up regularly, look at

how they can be avoided by changing your processes. If this is not possible, add a FAQ

section to your website to answer regular queries.

- Change your customer service:Ensure that the person responsible for your

customer service has access to your social media profiles. Pass good feedback on to the

relevant team members.

- Communicate changes to your employees:Some employees may not be

comfortable with social networking, but explain to them the advantages of having an active

online business presence. Train them to use social media, and set out a clear policy for

anyone using official Facebook or Twitter accounts.
http://www.marketingdonut.co.uk/marketing/customer-care/customer-complaints/handling-a-customer-complaint-start-by-saying-sorryhttp://www.marketingdonut.co.uk/marketing/customer-care/customer-complaints/handling-a-customer-complaint-start-by-saying-sorry


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Figure 2.2: Vascarasfacebook page

b. Deploying customer services in the cloud technology:

Implementing customer service in the cloud requires you to have an open mind. Start

with a clean slate and think outside the box when it comes to extending the capabilities of

cloud customer service to business practices regardless of if you are starting a significant

infrastructure overhaul or in the beginning phases of just implementing a new channel or

agent desktop in the cloud. This phase enables you to plant the seeds for future growth in

your cloud customer service strategy.

Outcome: Cost savings and customer satisfaction improvement are the primary

business outcomes.


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Objective: In order to achieve cost savings and customer satisfaction improvement

you should focus on improving efficiency. With cloud customer service you have access to a

wider range of technologies and continuous technology upgrades underpinned by pre-

defined service level agreements. This is something that premise-based solutions do not

typically offer. It decreases bottlenecks and reduces pressure on internal staff because cloud

providers manage administration and technical issues.

Engagement: There are various elements that are part of a cloud customer service

offering. As with any cloud deployment you should start slow by implementing one to two

channels first to transition existing channels to the cloud or introduce new channels to

support changing customer communication preferences.

Technology: In the implementation phase an enterprise will typically have a hybrid

architecture composed of various customer interaction technologies residing in the cloud and

on premise. However, the majority of contact center infrastructure will be located on

premise as enterprises in this phase will typically have sunken investment in premise-based

legacy infrastructure that they will potentially migrate to the cloud over time.

Process: There will likely not be any significant business processes changes in this

phase other than the necessary changes needed from introducing one or two new channels or

replacing an existing premise solution with one in the cloud.

Structure: From an organizational standpoint the customer care and IT departments

in the implementation phase will have some level of collaboration but both teams will

typically work in silo environments. The use of cloud, however, provides more opportunities


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for the care and IT teams to corroborate and joint initiatives will become more common as

an organization progresses along the Ovum cloud customer service maturity model.

c. Using mobile technology to enhance customer service:

The rise of smart-phones, apps and mobile internet access has made the mobile

phone a key battleground in the fight for new business and customers' attention. And

although the pace of technological change has given businesses the chance to try innovative

techniques and ideas, there are still opportunities for more traditional kinds of mobile

marketing, liketext marketing campaigns.One of the main attractions of mobile marketing

is that mobile phones are almost always switched on and people usually have them to hand.

That means SMS (short messaging service) messages are usually read.

The mobile phone has become the first place many people turn in all kinds of

situations: to check for directions or to look up the price of a product, for example

indeed, to find any information online. And because people are using their phones in these

ways, your business can benefit hugely from intelligent mobile marketing. In fact, with

mobile internet access exploding, potential customers are going to try and reach your

business via their mobile phones whether you like it or not. That means you really must

consider the experience they have.

At Binh Pham Company - Vascara Agent use smart-phones and other mobile devices

to enhance customer service interaction. The company's also supports data entry and can

proactively mine knowledge bases for information and retrieve or update customer

information in real time. The company is currently using the services of SMS messaging

company Mobimax sending messages to congratulate the birthday of customers and

marketing some great promotions per month. It introduced the companys reputation and the
http://www.marketingdonut.co.uk/marketing/direct-marketing/mobile-and-text-marketing/getting-the-message-across-with-text-marketinghttp://www.marketingdonut.co.uk/marketing/direct-marketing/mobile-and-text-marketing/getting-the-message-across-with-text-marketing


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products to a large customer. Up to now, Vascara Agent has more than 20,000 customers

mobile information include potential customer and customers. Many types of small business

can benefit from mobile phone communication Binh Pham Company usually text and

email marketing to advertise special events, details od sales or vouchers timed to catch

shoppers in the right place.

2.2.4. Extending to support other areas:

In the future, the CRM system will be used to expand the scope of each employee of

the Binh Pham Company.

Looking to build a database for market expansion in the field of online sales where

potential customers can make purchases anywhere as home shopping, internet shopping

program...


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CONCLUSION

Customer Relationship Management is a strategy that has been recognized and wide

application popularity. It is used to manage and nurture the company's interaction with

customers and potential sales in the future. It involves using technology to organize,

automate, synchronize business processes, and activities related to the sale.

The overall goals are to find, attract, win new clients, nurture and retain existing

customers, entice former clients back, and reduce the costs of marketing and client services

goods.

Today, with trade liberalization and globalization of the economy, the company

needs to manage more customers. Furthermore, computerization of enterprises is becoming

more popular, and as such, CRM applications are a useful tool for companies to help them

drive the boat in the right direction now.


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REFERENCE

Al Ries & Laura Ries. The 22 Immutable Laws of Branding.2010. Nh Xut bn Lao ng-

X hi, 2013. Print.

Efraim Turben & Linda Volonino. Information Technology for Management. 8th

ed. 2011.

John Willey & Sons, Inc. 2013. Print.

Dr. Chris Todman. Designing A Data Warehouse Supporting Customer Relationship

Management. 2010. Prentice Hall PTR. Print.

Karen S.Fredricks. SugarCRM For Dummies. 2009. Wiley publishing. Print.

What is cloud computing. Salesforce.com. n.d. Web. 15 June 2014.

.

Use CRM system to increase sales. The marketing donut. co.uk.n.d. Web. 16 June 2014.

.

Top 3 customer service trends for 2014.Destinationcrm.com. n.d. Web. 16 June 2014.

< http://www.destinationcrm.com/Articles/Columns-Departments/Front-Office/Top-

3-Customer-Service-Trends-for-2014-94999.aspx>.

CRM Customer Relationship Management. Webopedia.com. n.d. Web. 16 June 2014.

< http://www.webopedia.com/TERM/C/CRM.html>.
http://www.salesforce.com/cloudcomputing/http://www.salesforce.com/cloudcomputing/

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