Lec_II_SAIT_CRM_IT

7/30/2019 Lec_II_SAIT_CRM_IT

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IT TOOLS FOR CRM

UNIT II

1

By : Seema Agarwal



2

II Information Technology for C.R.M

What is E-C.R.M :-

– Since mid 90‟s, C.R.M. Has been enhanced byvarious types of information technologies –

making use of it tools & devices. – Term E-C.R.M. was used when customers

started using web browsers, the internet &

other electronic touch points (e-mail. Posterminals, call centres & direct sales).



3

– E-C.R.M. Also includes online processapplications such as segmentation &

personalization. – Use of internet, intranets & extranets made

customer service as well as services to partnersmuch more effective & efficient than it wasbefore the internet.

– With internet technologies, data generatedabout customers can be easily fed into

marketing, sales & customer serviceapplications & analysis.



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– In the world connected by internet, E-CRM hasbecome a requirement for survival, not just a

competitive advantage. – E-CRM covers a broad range of tools &

methods, ranging from the proper design of

digital products & services to pricing & loyaltyprograms.

– Almost all medium & large companies todayuse the web as a customer support channel.

– CRM application on the web can take manyforms, ranging from providing Search & comparison capabilities to allowing customers

to track orders.



CRM Applications



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Classification of C.R.M. Application

1. Customer Facing Application –

These include all the areas where customersinteract with the company – call centres/help desk/sales force automation

& field service automation.

– Such C.R.M. Applications basically automatethe information flow or supports employees in

these areas. Multiple Channels

E-mailTelephone Web Mobile Devices



CRM Applications



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2. Customer touching applications – In this category, customers interact directly

with the applications – Self service (ticketing on line), campaign

mgmt. – On web & general purpose e-commerce

applications.3. Customer-Centric Intelligence

Applications

– These are applications that are intended toanalyze the results of operational processing & use the analysis to improve C.R.M.

Applications.

Ex.-Data ware housing & data mining.



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4. Online networking & other applications

- This refers to methods that provide theopportunity to build personal relationships witha wide range of people in business.

- Includes chat rooms & discussion lists.

- Online Chats



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CUSTOMER FACING APPLICATION - Customer Interaction Centre (or web-based) call

centres) (CIC) a comprehensive service entity inwhich e-commerce vendors address customerservice issues communicated thru‟ various channelsof contact.

–

Providing well trained customer service with accessto data such as customer history, previous contactetc.

– E-CRM applications improve traditionalcustomer service by easier communication & speedier resolution of customer problemsfrequently by automatic response to

questions or by Customer Self Service.



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– Automated response to e-mail(auto responder)

– Auto responder

– Most popular on-line customer service tool is e-mail.

– Inexpensive & fast, e-mail is used to

disseminate information & to conductcorrespondence including response to customerqueries.

– Ease of sending e-mail message has resulted in

a flood of customer e-mail (tens of thousands of e-mail sometimes a day)

– Answering these e-mails manually would be

time consuming & expensive.



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- Customers want quick answer usually within24 hrs.

– Automated e-mail reply systems are used(text files), which provide answers tocommonly asked questions.

–

They can relay standard information forsupport of customer service, marketing & promotions.

– The e-gain system, for example looks for

certain phrases or key words like “complaint” or “information on product” & then queriesinto a knowledge base to generate a

matching response.



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• Messages that require human attention area

ssigned an id no. & Passed along to acustomer agent to reply.

– Sales force automation

Software that automates the tasks performedby sales people in the field such as data

collection & its transmission.Ex.:- Use of wireless device that allows quick communication with corporate intranet.



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Field service automation

Sales rep./Service rep. are on the move & theyinteract directly with customers.Technology applications manage customerservice requests.They provide planning, scheduling, dispatching& reporting features to field service reps.



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Customer touching applications

– Customers use computer programs rather thaninteracting with people.Ex:- personalized web page:- many companiesprovide customers with tools to create their ownindividual web pages (ex: my yahoo)

– Companies can deliver customized informationsuch as product/warranty information when

customers log on to this. – Not only customer can pull information from

vendor site, the vendor also can pushinformation



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Campaign management

– This automates marketing campaign activities.

Ex: on-line advertisement & analyse responsesto offers.

Web self service

– Activities conducted by users on the web toprovide answers to their questions.

Ex:- tracking thru‟ web or product configuration.



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Customer Centric Applications

– Data Reports :- CRM data need to becollected, processed, analyzed and stored.

– Data reports presents raw or processed CRMrelated information which managers / analysts

can view & analyze.

– Data Warehouse:- a single server based datarepository that allows Centralized Analysis,Security & Control over Data - a centralizedRepository



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– Data warehouse can be effective CRM toolcontaining customer information from varioustouch points,

– Information about company product & services,

– Information about company‟s marketing,

sales & service initiative & customer responseto them.

Data warehouse is an important constituentof CRM eco system – subject oriented ,

integrated , time varying, non volatilecollection of data used for organizational

decision making



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BASIC DATA WAREHOUSE ARCHITECTURE

Data WarehouseEngine

Optimized Loader

ExtractionCleansing

AnalyzeQuery

Metadata Repository

RelationalDatabases

LegacyData

Purchased

Data

ERPSystems



SUBJECT-ORIENTED

Data warehouse is organized around subjectssuch as sales, product, customer.

It focuses on modeling and analysis of data

for decision makers.Excludes data not useful in decision support

process.



INTEGRATION

Data Warehouse is constructed by integratingmultiple heterogeneous sources.

Data Preprocessing are applied to ensure

consistency. RDBMS

LegacySystem

DataWarehouse

Flat File Data Processing

Data Transformation



TIME-VARIANT

Provides information from historicalperspective e.g. past 5-10 years

Every key structure contains either implicitly

or explicitly an element of time



NONVOLATILE

Data once recorded cannot be updated.

Data warehouse requires two operations indata accessing

Initial loading of data Access of data

load

access



Operationaldata source1

Warehouse Manager

DBMS

Operational

data source 2

Meta-dataHigh

summarized data

Detailed data

Lightlysummarized

data

Operationaldata store (ods)

Operationaldata source n

Archive/backupdata

LoadManager

Data mining

OLAP(onlineanalytical processing) tools

Reporting, query,applicationdevelopment,and EIS(executive information systemtools

End-useraccess tools

Typical data warehouse and data mart architecture

Operational datastore (ODS)

QueryManage

summarizeddata(Relational database)

Summarized data(Multi-dimension database)

Data Mart

(First Tier) (Third Tier)

(Second Tier)

Warehouse Manager



DATA MART

data mart a subset of a data warehouse thatsupports the requirements of particular departmentor business function

The characteristics that differentiate data marts anddata warehouses include:

A data mart focuses on only the requirements of usersassociated with one department or business function

Data marts do not normally contain detailed operational data,unlike data warehouses

as data marts contain less data compared with datawarehouses, data marts are more easily understood andnavigated



REASONS FOR CREATING A DATA MART

To give users access to the data they need to analyze most often

To provide data in a form that matches the collective view of the

data by a group of users in a department or business function To improve end-user response time due to the reduction in the

volume of data to be accessed

To provide appropriately structured data as ditated by therequirements of end-user access tools

Normally use less data so tasks such as data cleansing, loading,transformation, and integration are far easier, and henceimplementing and setting up a data mart is simpler thanestablishing a corporate data warehouse

The cost of implementing data marts is normally less than thatrequired to establish a data warehouse

The potential users of a data mart are more clearly defined andcan be more easily targeted to obtain support for a data martproject rather than a corporate data warehouse project



DATA WAREHOUSING ARCHITECTURE

ExtractTransform LoadRefresh

Serve

External

Sources

OperationalDbs

Analysis

Query/Reporting

Data Mining

Monitoring &

Administration

MetadataRepository

DATA SOURCES TOOLS

DATA MARTS

OLAP Servers

Reconciled data



DATA WAREHOUSE ARCHITECTURE

Data Warehouse server almost always a relational DBMS

OLAP servers to support and operate on multi-dimensional data

structuresClients

Query and reporting tools

Analysis tools

Data mining tools



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VERY LARGE DATA BASES

Terabytes -- 10^12 bytes:

Petabytes -- 10^15 bytes:

Exabytes -- 10^18 bytes:

Zettabytes -- 10^21 bytes:

Zottabytes -- 10^24 bytes:

Walmart -- 24 Terabytes

Geographic InformationSystems

National Medical Records

Weather images

Intelligence Agency Videos



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– It forms basic infrastructure on whichdata mining & other analytical

applications are run.

– A customer centric organization uses a

number of channels to engage in aneffective manner & data warehouseprovides much better informationintegration to the decision maker along

with other information such asdemographic, competitor info. etc.



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DATA WAREHOUSE FOR DECISION SUPPORT & OLAP

Putting Information technology to help the

knowledge worker make faster and better

decisions

Which of my customers are most likely to go to thecompetition?

What product promotions have the biggest impact on

revenue?

How did the share price of software companies

correlate with profits over last 10 years?



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DECISION SUPPORT

Used to manage and control business

Data is historical or point-in-time

Optimized for inquiry rather than updateUse of the system is loosely defined and

can be ad-hoc

Used by managers and end-users tounderstand the business and make

judgments



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DATA MINING WORKS WITH WAREHOUSE

Data Warehousing providesthe Enterprise with amemory

z Data Mining providesthe Enterprise withintelligence

D t i i & C R M



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Data mining & C.R.M.

– Data mining is another analytic activity that

involves sifting thru‟ an immense amount of datato discover previously unknown patterns.

– Large companies generate huge volume of data

thru‟ daily transaction. Analyzing such large qty.of data require different approach thantraditional analysis approach such as statistics,

AI etc.

– This has developed the field of knowledgediscovery in database (KDD), more popularly

known as data mining.



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WE WANT TO KNOW ... Given a database of 100,000 names, which persons are

the least likely to default on their credit cards?

Which types of transactions are likely to be fraudulentgiven the demographics and transactional history of aparticular customer?

If I raise the price of my product by Rs. 2, what is the

effect on my ROI?

If I offer only 2,500 airline miles as an incentive topurchase rather than 5,000, how many lost responseswill result?

If I emphasize ease-of-use of the product as opposed toits technical capabilities, what will be the net effect on myrevenues?

Which of my customers are likely to be the most loyal?

Data Mining helps extract such information



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APPLICATION AREAS

Industry Application

Finance Credit Card Analysis

Insurance Claims, Fraud AnalysisTelecommunication Call record analysis

Transport Logistics management

Consumer goods promotion analysis

Data Service providers Value added data

Utilities Power usage analysis



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DATA MINING IN USE

The US Government uses Data Miningto track fraud

A Supermarket becomes aninformation broker

Basketball teams use it to track gamestrategy

Cross Selling

Warranty Claims Routing

Holding on to Good Customers

Weeding out Bad Customers



3 8

DATA MINING APPLICATIONS



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Some real life examples where CRM aided byresults from data mining tools have made a

difference to the ability to retain & servecustomers & profitability.

A. Churn model in Telecom:- – Telecom market is growing rapidly with stiff

competition. Frequently clients switchcompanies.

– If companies are able to predict whichcustomers are likely to leave in near future, thenpossibly can target those to retain them.

–

Data mining can help in this area.



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– A churn model predicts which customers are

likely to leave, using attributes of customerswho left the company recently,- decision treemodels etc.

– Can be used to help extracting the attributesof the „churners‟ (i.E customers who are likelyto switch companies).

– These models are then applied to the existing

customer base to identify customers whohave similar attributes.

– Identified customers can be given specialattention to retain them.



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B. Understanding buying patterns in Supermarkets:-

– Super markets sell huge volume of goods of diverse types, at a competitive price.

– Data scanners are used at check out

counters, which generate huge volume of data. – These data‟s can be used very profitably to

understand buying behavior of their

customers.

Rule of association & algorithms are used



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– Rule of association & algorithms are used.They find out items & sets of items that selltogether.

– This knowledge can be profitably used to:

1. Design discount coupons.

2. Design display space.3. Manage inventory.4. Separate item combinations that do not sell

together etc.

5. Remind customers of items they would like tobuy together.

C Data mining in Banking & Insurance sector



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C. Data mining in Banking & Insurance sector – Banks & insurance companies have many

customers whom much is already known -

demographic information. The customer fills foravailing service.

– These companies typically have many products:-

savings a/c, credit card, loans, d-mat serviceetc. With insurance company - they havedifferent policies.

– Companies try to sell other products to

customers.

Ex: try selling a life insurance or family



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Ex: try selling a life insurance or familyinsurance to a customer who alreadypurchased a health insurance.

– Companies adopt such practices since it ischeaper to sell more to a customer & retainrather than search for a new one.

– Instead of sending mailer or contact all, theycan segment potential buyers of new product

with data mining-segmenting the data basewith classification algorithms-who are likely torespond.



4 5

DATA MINING IN CRM (CONT.)

Data Warehouse Data Mining

Campaign Management

Customer Profile

Customer Life Cycle Info.

Campaign Management



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Campaign Management

– In the highly completive environment, the web revolutionhas made internet a channel of mass personalizedcommunication.

– In order to inform customers about various products & finally sell them, marketing function should regularly

conduct marketing campaign.

– To launch a new product in a particular region.

–

Test marketing a new product.

– Increase visibility of a product thru‟ advertisement/targetmarketing.

– Campaign to build brand image.

– Re-launch an old product with new features.



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Re launch an old product with new features.

– Campaign for specific occasions.

– Many CRM vendors have introduced specialisedcampaign mgmt. s/w targeted to meet above.

–

These s/w products help mktg. To plan, design,execute & measure the effectiveness of acampaign.

– They help segmenting the customers & developtargeting & positioning strategies for eachsegment, defining products that match customerrequirement, help in pricing & selecting distribution

channel.

P d t ff i & i C R M M k t



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Product offering & in C.R.M. Market space

– Many CRM s/w vendors in the market offeringCRM s/w with various functionalities & supportdifferent operations of a firm.

– With rapid growth in telecom & it, capability of

CRM solutions have changed drastically. – It has become difficult to compare products

from different s/w vendors & evaluate thembefore purchase.

Some of the functional & technical



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Some of the functional & technicalrequirements for CRM solutions are :-

1) Business intelligence & analytical ability2) Support for web based functionality3) Centralized storage for both customer &

other enterprise information4) Integrated workflow for business rules & procedures

5) Integration with ERP & other applications.



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Functionality of CRM application can be

categorized into:

1. Sales application – sales force automation.

2. Marketing application – campaignmanagement.

3. Customer service & support application.

Almost all C.R.M. s/w in the market



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/provide following capabilities

1. Category mgmt.

2. Promotion mgmt.3. Demand planning4. Interactive selling5. Sales & service contact centre

6. Analytical capability7. Contract mgmt.8. Account mgmt.

9. Campaign mgmt.10. Automatic routing capability11.Workflow mgmt.12.Mobile sales & service support.

Following criteria for evaluating the



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Following criteria for evaluating theTechnological solutions for CRM

1. Catering to multiple channels of interaction – including

phone/mobile, internet, fax etc. Customers use varietyof channels & expect firms to support that.

2. Compatibility with existing infrastructure - should beable to integrate with existing it infrastructure. –

Compatible s/w.3. Scalability – should be able to cater to higher load with

same performance.4. Flexibility to incorporate changes & upgradability –

important criteria since increased use or growth of business may require new capability.5. Experience in implementation:- the vendor should have

adequate experience in implementing its products.

6 Checking References & Price



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6. Checking References & Price

Global CRM market

MainTarget

•Large

Enterprise

ServiceCentric

Siebel/

Oracle/People soft/Mysap CRM

Web centric(Hosted)

Sieble CRM

On demand/Sales force.Com

•Small & MediumEnterprise

Onyx & salesNotes/Microsoft/Talisma/

Sales logix

Net CRMSales notes.Com

Siebel (www Siebel Com)

http://www.siebel.com/




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Siebel (www.Siebel.Com) – Worlds leading provider ofering s/w & solutions

for business applications to gather customerintelligence.

– Provides CRM solutions for any kind of organization, user or budget.

– Siebel 7.7 brings in industry specific features,enhanced capabilities & improved usability.

– Siebel leads the CRM market – Products tend to be very expensive.

– Siebel CRM on-demand is a web hosted CRMs/w accessible from an internet browser at afixed price per month.

– Customer can deploy quickly, easily &





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Customer can deploy quickly, easily & affordably without any upfront investment.

– Siebel is the most comprehensive solution

available in market.

It supports web features, has analytics & data ware housing capability, can be

integrated to ERP solution.

In September, 2005, Oracle Corporation boughtSiebel Systems for $5.8 billion.

Siebelis now a

brand name owned by Oracle Corporation.

I IBM

http://en.wikipedia.org/wiki/Oracle_Corporation






IMPLEMENTATION AT IBM

Siebel Implementation (2000 – Today)

2000 2001 2002 2003

ibm.com Contact Centers

Service and Support

Business Partners

Field Sales

Marketing

20042000 2001 2002 2003


Service and Support

Business Partners

Field Sales

Marketing

20042000 2001 2002 2003


Service and Support

Business Partners

Field Sales

Marketing

2004

The modules of Siebel CRM software that IBM has implemented are

Sales,Call Center,

Marketing,

Field Service,

Service,

e-Channel, e-Marketing, e-Service, and General e-Business

IBM C S



IBM CASE SUMMARY IBM estimates that its internal CRM implementation has

delivered benefits of $2 billion cost reductions, 22%

productivity improvement, significant IT cost avoidance,

reduced sales staff requirements, and improved

management reporting

In 2004, IBM has implemented the worlds’ largest CRM

application with 60,000 users linked with Siebel

In 2005, it expanded to more than 80,000 employees,

thousands of business partners and millions of IBM

customers

Oracle CRM (www.oracle.Com)

http://www.oracle.com/








58

Oracle CRM (www.oracle.Com)

• Oracle is a major player in data base market,

moved into CRM market space with e-business• Oracle‟s e-business application covers the

entire range of CRM areas- from marketing tosales to services & support for industriesranging from aerospace & defense to travel & transportation.

– Oracle CRM focuses on profitable relationship &

not just automation of activities.

Functionalities include:









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u ct o a t es c ude – Multichannel support & access for web, phone,

e-mail etc.

– Business analytics & intelligence to get betteridea of market.

– Field service support with connectivityprovided through WAP.

– Account mgmt. & Contact mgmt. – Scheduling dispatch, assignment. – Inventory & depot service mgmt.

– Contract tracking & billing support.

– Integration with enterprise data base.



ORACLE CRM BUSINESS APPLICATIONS

BIS

Service

Contracts

Sales

Marketing

Collaboration

Business Intelligence

Marketing OnlineMarketing Encyclopedia

System

Partners Online

Sales Online iStore Telesales Incentive Comp Mobile Field Sales

SparesManagement

Contracts Core Service Contracts Contracts for Rights Contracts for Sales

iSupport Teleservice QualityOnline

Depot Repair AdvancedScheduler

MobileField Service

iMeeting

Trade Management



MULTIPLE CHANNELS

E-mailTelephone Web Mobile Devices



ORACLE SERVICE SUITE

CRM Foundation Modules

TeleService

Customer Intelligence

Service

OnlineContractsiSupport




ORACLE SERVICE SUITE TELESERVICE


Customer

Support

Customer

Care

Customer Intelligence




ORACLE SERVICE SUITE SERVICE ONLINE


FieldService

Palm

Depot RepairField

Service

MobileField

Laptop




ORACLE SERVICE SUITE CONTRACTS

Contracts

Integration

Contracts for

ServiceContracts

Core



ORACLEMARKETING SUITE

iMarketing MarketingOnline

MarketingEncyclopedia

Marketing Intelligence

Siebel systems are generally regarded as best whileOracle is for ‘end-to-end solution’ .

sap.com



67

p

SAP is the world leader in enterprise applications in terms of

software and software-related service revenue. Based onmarket capitalization, SAP is world‟s third largestindependent software manufacturer.More than 183,000 customers in 120+ countries.More than 55,765 employees in 130+ countries.

– With growth of CRM market, many vendors playing inother markets like ERP, SCM etc. are coming up withCRM products.

– one such product from SAP for organizations whoalready has sap ERP that makes integration easier.

– Includes functionalities that cater to supportingfollowing:

Customer engagement



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– Market analytics. – Campaign management. –

Tele marketing. – E-marketing.

– Lead management.

Business transaction – Sales analytics – Account & contact mgmt. – Opportunity mgmt.

– Telesales

– Field sales. – E-selling –

Internet pricing & configuration.

Order fulfillment



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Order fulfillment – Fulfillment analytics. – Logistics mgmt.

– Credit mgmt.

– Billing.Customer service

– Service analytics.

– Customer care & help desk. – Contract & installed base mgmt. – Field service & dispatch.

– E-service.

• The technology offers integration with

ERP

SAP MARKETING SUITE



SAP MARKETING SUITE

CRM Marketing : Accurately target your audiences and deliver personalized andrelevant messages that your audience will find valuable – thanks to our CRM marketing

software.E-Marketing :Plan, execute, and analyze your marketing programs – with support foreverything from campaign management to loyalty marketing and analytics. Loyalty Management: Transform your customers into your best business advocates – with innovative loyalty programs that create differentiated, meaningful customerexperiences. Social Customer Engagement On-Demand :Monitor customer conversations on

social media sites, automatically identify top influencers and issues, and collaborateinternally to craft the best responses. Social Media Analytics by NetBase :Better understand and gauge net consumersentiment, behavior, and opinions expressed on social platforms – with powerful socialmedia analytics.Real-Time Offer Management Make real-time recommendations for cross-selling, up-selling, and retention – targetingthe right offer to the right customer Integrated Business Management On Demand Run your entire enterprise on asingle, affordable, cloud-based business management solution – ideally suited for SMEsand subsidiaries of large corporations.Customer Segmentation Accelerator :The SAP Customer Segmentation Acceleratorhelps marketing departments segment high volumes of customer data at unparalleled

speed.

SAP SERVICE SUITE



CRM Service Support all facets of your customer service organization, from contract

management to marketing with help from SAP Customer RelationshipManagement service capabilities.E-Service Boost customer satisfaction and reduce service costs – with support foreverything from warranty and claim management to field service.Social Customer Engagement On-Demand

Monitor customer conversations on social media sites, automatically identifytop influencers and issues, and collaborate internally to craft the bestresponses.Social Media Analytics by NetBase Better understand and gauge net consumer sentiment, behavior, and opinionsexpressed on social platforms – with powerful social media analytics.

CRM Interaction Center Enable your agents to research and solve problems, handle complaints,answer technical questions, and more – with our interaction center software.

SAP SERVICE SUITE



SAP SERVICE SUITE (CONTD)

Business Communications Management Deliver a great customer experience across contact channels using ourIP platform – turning your service into a competitive advantage.

Real-Time Offer Management Make real-time recommendations for cross-selling, up-selling, andretention – targeting the right offer to the right customer.

Mobile Solutions for Customer Service Drive agility, improve productivity, and sharpen your competitive edge

with our mobile solutions.

SAP SALES SUITE



SAP SALES SUITE CRM Sales Drive profitable revenue growth through focused sales execution – withsupport for everything from sales planning to sales analytics.On-Demand Sales Work smarter, sell better, and win more with our on-demand collaborativesales solution – designed for the way you sell today.Sales Solutions for Small and Medium Enterprises Acquire, grow, and retain profitable relationships more easily with sales

solutions for small and medium enterprises.Integrated Business Management On Demand Run your entire enterprise on a single, affordable, cloud-based businessmanagement solution – ideally suited for SMEs and subsidiaries of largecorporations.Rapid Deployment Solutions for Sales

Bring speed and predictability to your next Sales implementation with SAP'spreconfigured software, services, or both – at a fixed scope and price.Mobile Sales Empower your sales team with enterprise mobility. With mobile devices, salesprofessionals can be prepared for every conversation – with anytime,anywhere access to critical information.



Partner Channel Management Help channel partners drive indirect revenue, expand market reach, and increasechannel productivity with centralized information.

E-Commerce Increase profitability, tap into new markets, and strengthen customer loyaltywith e-commerce and Web channel analytics.Trade Promotion Management Empower account and trade managers with end-to-end support and increasedvisibility into the entire trade promotion process.Price and Margin Management Manage pricing more effectively, and negotiate more profitable contracts andquotes.

Paybacks and Charge backs Management Manage the chargeback lifecycle with streamlined processes that providevisibility, so you can eliminate errors, validate claims, and reduce labor costs.

Incentive Administration Enhance sales with incentive management and commission software that willmotivate and help you retain your best employees.

Sales Pipeline Analysis The Sales Pipeline Analysis solution empowers your sales department to turnyour massive sales pipeline data into higher revenues, more profits and

increased sales effectiveness.

SAP VERTICALS



SAP VERTICALS Aerospace & Defense» Automotive»Banking»Chemicals»Consumer Products»Defense & Security»Engineering, Construction, and Operations»Healthcare»

Higher Education & Research»High Tech»Industrial Machinery & Components»Insurance»Life Sciences»Media»

Mill Products»Mining»Oil & Gas»Professional Services»Public Sector»Retail»

Telecommunications»

MICROSOFT DYNAMICS CRM



MICROSOFT DYNAMICS CRM

76

Microsoft Dynamics CRM is a customer relationshipmanagement software package developed by Microsoft.

Out of the box, the product focuses mainly on Sales, Marketing,and Service (help desk) sectors,

Microsoft has been marketing Dynamics CRM as an XRM platform

and has been encouraging partners to use its proprietary(.NET based) framework to customize it to meet many differentdemands.

MICROSOFT CRM 1 2 PACKAGING



MicrosoftBusinessSolutions

CRM


CRM


CRM

Sales Customer Service

Suite

MICROSOFT CRM 1.2 PACKAGING

Standard

ProfessionalMicrosoftBusinessSolutions

CRM


CRM

Microsoft

BusinessSolutionsCRM

Customer Service

Suite

Sales

MICROSOFT CRM AND .NET



DESIGNED FOR INTEGRATION AND ENHANCEMENT

SharePoint Portals

3rd Party Applications

Great Plains

Navision AxaptaSolomon

WebServices

BusinessIntelligence

EmbeddedBizTalk Server

SQL Server

Core CRM Server

Sales(includes Marketing)

CustomerService

MicrosoftOutlook

MicrosoftIE

SALES FORCE AUTOMATION



SALES FORCE AUTOMATION

Microsoft CRM Sales Standard

Lead management

Opportunity management

Correspondence / mail merge

Account & contact management

Notes & attachments

Activity & task management

Search

Direct email

Territory Management

User & business management Calendar

Set of reports

Customization tools & utilities

• Microsoft CRM Sales Professional

all standard features plus – Lead Routing– Workflow– Sales process management– Product catalog–

Quotes, orders, invoices– Quotas– Sales literature– Competitor tracking– ERM Integration



CUSTOMER SERVICES AUTOMATION • Microsoft CRM Customer Service

Standard

– Case management

– Service request

– Knowledgebase management

– Direct Email

– Search

– Queuing

– Account & contact management

– Activity & task management

– Calendar

– Notes & Attachments

– User & Business management

– Set of reports

– Customization tools & utilities

• Microsoft CRM Customer Service

Professional

– Workflow

– Email management

– Product catalog

– Routing

– Contract management

– PLUS ALL STANDARD FEATURES

PeopleSoft Enterprise CRM



81

p pPeopleSoft Enterprise Customer Relationship Management is afamily of applications in Oracle's PeopleSoft Enterprise product

suite.PeopleSoft solutions are tailored to fit industry businessprocesses, customer strategies, and success criteria fororganizations.PeopleSoft merged with Oracle in 2005 and integrated product

lines under the Oracle PeopleSoft name.

• Offers solutions for the following industryverticals.

– CRM for communication.

– CRM for energy.

– CRM for financial services. – CRM for insurance mgmt. – CRM for govt. Etc.

Product offerings by vendors



Campaign Quote Order ServiceOpportunity Configure Fulfillment

Oracle

Selectica

IBM

Siebel

Microsoft

PeopleSoft

Campaign Quote Order ServiceOpportunity Configure Fulfillment

Oracle

Selectica SAP

IBM

Siebel

Microsoft

PeopleSoft PeopleSoft

Clarify

CRM for small & medium enterpriseT li CRM d t



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• Talisma CRM product:- – Product is targeted for small & medium

enterprises. Integrates all customer inter actionssuch as phone call e-mail, website knowledgebase.

– Key modules are:- E-mail response – quick response to e-mail &

mass mailing. Knowledge base – provides website visitors

with many of the common queries answered. Chat – on-line chat features to respond to web

site visitors.

Sales logix (www.Saleslogix.Com)P id i t ti ith ERP d t l i

http://www.saleslogix.com/








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– Provides integration with ERP, data analysis,and help desk.

– Main strength is ease of use, affordability, easyimplementations & also the functionalities canbe extended with different add ons from othervendors like MS-Outlook users.

– There are four main modules called sales logixsales, mktng, support & e-commerce.

Onyx CRM (www.Onyx.Com)

– Onyx CRM provides web-based solutions topower CRM strategies across sales, marketing & service organisations by combining critical

Customer data with information from other

http://www.onyx.com/








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Customer data with information from otherbusiness systems & internet.

–

Onyx effectively manages key prospect,customer & partner relationship to buildprofitable business n/w & value.

• Onyx manages relationship through the

following audience specific portals:- – Onyx employee portal/onyx partner portal/onyx

customer portal.

Sales Notes.Net( S l t C )

http://www.salesnotes.com/








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(www.Salesnotes.Com) – Is a hosted service for customer relationship &

contact management. – This internet-based solution has all the features

to enable integration from contact managementto sales force automation to full featured CRM

• Some key features are:- – Rapid deployment which allows using the

system from day one. – Low cost & fully scalable.

– Synchronization of data with MS outlook









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Synchronization of data with MS outlook. – Main advantage is simplicity yet effective

interface which allows easy access to relevantinformation with minimal installation. – Online access to data base provides world

wide coverage from any where in the world.

– Integration with ms word, excel, ms outlook provides world standard support tools & enables the exchange & synchronization of

contacts & communication. – Ability to generate automated mail shots for

marketing campaign.



CRM NOW With increasing popularity of Open Sourcevendors have started openly marketing

CRM. Some Open source CRM’s to noteare:

• Sugar CRM http://www.sugarcrm.com/crm/

• XRMS

http://xrms.sourceforge.net/pagebuilder.php?s1=18 • Vtiger http://www.vtiger.com

• OpenCRX http://www.opencrx.org/

CRM Implementation Road Map &

http://www.sugarcrm.com/crm/

http://xrms.sourceforge.net/pagebuilder.php?s1=18

http://www.vtiger.com/

http://www.opencrx.org/

http://www.opencrx.org/

http://www.vtiger.com/

http://xrms.sourceforge.net/pagebuilder.php?s1=18

http://www.sugarcrm.com/crm/



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CRM Implementation Road Map & Implementation issues

– CRM implementation road map helps a firm todevelop a positive cultural acceptance of CRM

–

The road map enables the firm to deal withthe organizational changes, new business,customer needs & CRM technologies

Stages

1) Scenario analysis



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1) Scenario analysis

2) Purpose & objectives

3) Business planning

4) Process design

5) Technology & vendor selection

6) Solution development

7) Implementation

8) Measurement

CRM stratyegy implementation road map

A CRM strategy implementation roadmap



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map

1. Scenario analysis – Creation of an enterprise CRM strategy requires

a firm to take a hard look at its business & environment. Firm needs to ask:-

– What is the business of the firm?

– Who are the customers? – Where the firm is placed w.R.T competitors? If

the firm has a monopoly, may not need full CRMapproach.

– What is the present business scenario & how isit likely to evolve in future-short/medium & long



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it likely to evolve in future short/medium & longterms?

2.Purpose & objective – Firm needs to define its purpose for going in for

a C.R.M. Exercise. – This may be to build more effective, efficient &

long-lasting relationship, do not embark onCRM just because competitors have done so orit is the latest fad in the industry.

3.Planning – After defining the objective of CRM, planning

phase includes

Documentation of high level CRM goal in theform of a business document



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form of a business document. – Focus for strategy development.

– Planning involves details of what needs to bedone & identify people who would be involved& responsible.

– Many fundamental changes may happen due toplanning exercise these include:-

– Business focus – Organisational structure

– Business technology

– Marketing focusTeam needs to be formed for change



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– Team needs to be formed for changemanagement.

4.Process design – CRM requires changing the entire focus of the

organisation to customer centric with theprocess & operations getting designed around

the customer. – Firm looks at current processes and try to

redesign the processes to make them more

customers focused. – Effectiveness & efficiency of these processes

are considered at this stage.

5. Technology & vendor selectionAt this stage various technology & vendors are



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– At this stage, various technology & vendors areevaluated.

– Factors like capability, functionality cost,integration etc are considered.

6. Solution development – This stage consists of various activities such as

customisation of features, development of newfeatures that are not present in the product,process integration & design the database.

– Some times integration of different



Measuring the performance of the CRM solution& comparing it with the desired performance.



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& comparing it with the desired performance. – If the CRM solution falls short of expectations,

the firm might go back & refine its CRMexpectations requirements. – Developing standards, enable the firm to

measure the success of CRM implementation in

terms of how well it has solved businessproblems.

Thus the development of CRM strategy & itsimplementation as a road map consists of manyinterrelated stages. All these Stages takesplace one after the other & require corrective

feed back at ever sta e.



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– For example, from the measurement stage wemay find that the processes were incorrectly

designed & therefore we may with to go back & correct them.

CRM strategy development is an enterprise wideexercise & its success depends upon thecustomer focus of the organization” .

KEY LESSONS FOR CRM IMPLEMENTATION



Genuine top-level support within the organization is essential

Without the cooperation of each business unit, an enterprise-

wide implementation like CRM is not possible

Data cleansing at the initial stages of an implementation iscrucial

CRM training time should be planned well in advance, and

managed carefully

CRM implementations come with extensive business processreengineering and change management initiatives

Issues in implementing a technologysolution for CRM



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solution for CRM – Technology is just an enabler of CRM but there

are many issues that need to be kept in mindby a firm before it ventures in to a technologybased solution.

– The issues are not just technical but alsoinvolve many organizational & human aspects

– First & obvious aspect that needs to beconsidered is the technology itself.

– First step is to define the business



Functionality.



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Make or buy:- many firms are offering CRM

solutions in the market place but a firm maylook at developing their own CRM systemsunder following situations.

– Off the shelf package may be expensive

– Single CRM product can not provide corefunctionalities.

– Firm wants a unique product today, mostly the

firms go for purchasing the product.

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