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IT FOR MANAGERS

ASSIGNMENT
DINH TRIEU GIANG
ID: CGS00017278
SUPERVISOR: DR. VICTOR NGUYEN
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This proposal would be handy for any business considering adopting CRM software.
The proposal first gives readers a brief introduction of CRM software and cloud computing,
as well as the main benefits they offer. It also details an analysis of the importance of CRM in
business together with CRM software implementation in business in Vietnam today. The
proposal then describes the design and implementation of a system prototype in our company
– one of confectionery companies (companies that specilize in sugary food items) in Viet
Nam . Before coming to conclusion, the proposal also briefly covers the Process of Marketing
– Sales – Customer Service – other support. The final conclusion is a recommendation of the
adoption of CRM.
.
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TABLE OF CONTENTS
I. INTRODUCTION .............................................................................................................. 3
1.1. What is CRM? ...................................................................................................................... 3
1.2. How CRM works .................................................................................................................. 3
1.3. The benefits CRM ................................................................................................................ 4
1.4. What is cloud computing? ................................................................................................... 4
1.5. The benefits of Cloud computing ...................................................................................... 4
1.6. How Cloud CRM work? ...................................................................................................... 6
II. CURRENT SITUATION ANALYSIS .............................................................................. 7
2.1. Current environment .................................................................................................................... 7
2.2. The importance of CRM stategy ................................................................................................. 7
2.3. Solutions ........................................................................................................................................ 8
III. DESCRIPTION OF THE DESIGN AND IMPLEMENTATION OF OUR SYSTEM
PROTOTYPE. ......................................................................................................................... 10
3.1. Ideas for cloud CRM .................................................................................................................. 10
3.2. Implementation plan ................................................................................................................... 13
IV. POTENTIAL EXTEND SUPPORT FOR OTHER DEPARTMENTS ........................... 14
4.1. Connect with other function departments ................................................................................ 14
4.2 Potential extend support for other departments ....................................................................... 17
V. THE PROCESS OF MARKETING – SALES - CUSTOMER SERVICE – SUPPORT 18
VI. CONCLUSION ................................................................................................................ 21


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I. INTRODUCTION
1.1. What is CRM?
(About.com, 2013) CRM is the acronym of Customer Relationship Management. Thanks to
CRM strategy, a company can manage customer relationships process. A CRM system can be
applied to store customers’ contact information, accounts, and sales opportunities in one
central place, ideally in the cloud so many can access to the information at the same time.
1.2. How CRM works
(iResearch Reporter, n.d.) CRM works by gathering information about customers and
analyzing the information collected. The company then analyzes this information. After
analyzing the data collected, the company can adjust their marketing campaigns to satisfy the
customers, and hence, to increase sales. CRM brings the company closer to the customer.
CRM can also be put to good use for customer service. Businesses can use automated CRM
applications to analyze customers’ complaints, or compliments, and change the business
processes accordingly. CRM products also run many automated call-centers for businesses.
CRM applications and practices are used to make businesses more efficient and improve
customer satisfaction.

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1.3. The benefits CRM
Below are some benefits that businesses have when adopting CRM strategies:
 Increase customer satisfaction: CRM techniques will improve customer service, and
subsequently improve customer satisfaction.
 Increase revenue at low cost: through a CRM method, businesses may know what
customers want, and therefore maximize revenue by advertising the right products to
the right people. This will lead to returning customers, and the gaining of new
customers.
 Reinforce the customer relationship: CRM processes are designed to monitor all of
the contacts between customers and businesses. Well-rounded CRM works to ensure
that a positive relationship with one's customers is maintained.
1.4. What is cloud computing?
(iResearch Reporter, n.d.) Cloud computing means a type of Internet-based computing, in
which the cloud is just a metaphor for the Internet. In cloud computing, different
services such as servers, storage and applications are delivered to an organization's computers
and devices through the Internet. Thus, cloud computing relies on storing, sharing and
accessing computing resources over the Internet instead of your computer’s hard drive.
Cloud computing is offered in different forms: public clouds, private clouds, and hybrid
clouds (combine both public and private).
1.5. The benefits of Cloud computing
Cloud computing offers your business many benefits:
Reduce I T costs
Companies do not have to purchase systems and equipment for business, because they can
reduce their costs by using the resources of cloud computing service provider. Their
operating costs can also be reduced because:
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 Include the cost of system upgrades, new hardware and software in your contract
 no longer need to hire an expert to take care of the system
 reduce the company’s costs for the energy consumption
Scalability
Rather than purchasing and installing expensive upgrades yourself, your cloud computer
service provider can handle this for you. Save more time when using the cloud so you can get
on with running your business.
Business continuity
Protecting your data and systems is an important part of business continuity planning. It is
much safer when using the cloud because
 The data can be backed up and protected in a secure and safe location when a
company experiences a natural disaster, power failure or other crisis,
 Your data can be accessed again quickly and will allow you to conduct business as
usual, and reduce the loss of productivity.
Collaboration efficiency
It is much easier to collaborate in a cloud environment because all the staff can communicate
and share more easily compared to other traditional methods. For example, if a boss is
working on a project across different locations, he could use cloud computing to give
employees, contractors and third parties access to the same files.
Flexibility of work practices
Thanks to cloud computing, employees can be more flexible in their work practices. For
example, a worker does not have to go to his office as he can get access to the data from
home (as long as he has an internet connection) quickly and easily.


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Access to automatic updates
Depending on your cloud computing service provider, your system will regularly be updated
with the latest technology. This could include up-to-date versions of software, as well as
upgrades to servers and computer processing power.
1.6. How Cloud CRM works?
In a cloud CRM, you rent the CRM package from the provider and use CRM tools to
automate and organize your business processes.
You do not have to build it all by yourself, spend funds to maintain it, tweak it and align it
with your system, employees and processes.

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II. CURRENT SITUATION ANALYSIS
2.1. Current environment
Who needs CRM?
Business with hundreds of customers needs CRM because it is difficult to control all
transactions. Firms needs tools, process improvements to maintain, to deliver satisfaction and
to increase value to the existing number of customers. In addition, businesses have a clear
marketing orientation as telesales need to conduct surveys to find effective investment or
sales or assess customers’ awareness of their products through media channels. Hence, CRM
is a useful tool for these companies to capture the needs of their customers.
CRM application in Vietnam
The amount of CRM applications in Vietnamese business is still relatively low and enterprise
directors’ and sales directors’ awareness of CRM is limited. When applying the CRM, staff
feel uncomfortable as they often assumes that they are strictly controlled and they tend to
refuse to use CRM. Besides, the leaders are not very interested in CRM adoption because
most of them are familiar with "traditional methods" where Asian leaders are not used to
publicizing their relationship or their business partners.
2.2. The importance of CRM strategy
To achieve long-term value of CRM solutions, CRM strategic architecture needs including all
business activities and services related to the customers and three main departments:
Marketing, Sales and Customer Services. In Vietnam, most of the firms impose or
incorporate CRM into one or more other projects.

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CRM in B2B Market
While the modern environment requires businesses’ interaction via the web, CRM is a strong
helpful “tools, technologies and procedures” to meet the demand. It is assumed that CRM is
involved in every B2B transaction.
B2C and B2B CRM systems are not created the same ways; therefore, different CRM
software application are applied in different conditions (B2B or B2C). Compared to B2C
businesses, B2B firms has some distinguished characteristics. For example, B2B firms need a
loger time to set up relationships with customers. That’s why, the software must be
customised to fit the best level of CRM operation in B2B companies.
2.3. Solutions
Developing a "CRM vision"
The company should specify:
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 The position of enterprises in the market: The potential, human resources, products,
customers market, competitors, the customer-related policies of the company and of
competitors.
 Information about the customers: needs, wants, and existing customers’ feedbacks,
potential customers for a product, sales/ services policies of the company and of other
competitors.
 Discussion and agreement among leadership levels to lower levels about developing a
right "CRM vision" for their businesses.
 Implementation: training, provide documentation, video, regulations policies ... to
promote, encourage and sometimes force staff to be aware and understand the
enterprise’s CRM vision.
Construction of CRM strategy
CRM strategy should include:
 The evaluation of the current position of the company relating to the customers’
values, loyalty and satisfaction.
 Orientation to customer segmentation of the company.
 Set goals about customers (including gaining new customers, maintaining and
increasing loyal ones).
 Define metrics to monitor the implementation of CRM strategies (eg, measures of
satisfaction, loyalty, and response cost).
 Sketch strategy for the product segments, pricing, and interactive media, channel,
customer service, and segment management according to customer request.
 Specify the required infrastructure (including the skills, organizational, IT, and data
analysis) to guide other operational strategies.

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III. DESCRIPTION OF THE DESIGN AND IMPLEMENTATION OF OUR
SYSTEM PROTOTYPE.
3.1. Ideas for cloud CRM
As ABC Corporation is one of confectionery companies in Viet Nam. We have been
considered to be manufacturer of Vietnamese high quality products for years. We are
a B2B company, all transactions are conducted between companies. We have a wide
range of products: biscuits, cookies, candies, cakes, moon cakes, a lot of nutritional
products. Our customers are mostly distributors, dealers and supermarkets.
Therefore, when applying a CRM sysytem, there are some crucial requirements that
must be included:
General requirements:
 CRM must be easily merged with other companies’ IT-systems.  ability to
create customer behavior forecasst based on its buying history, bills, business
success, etc.
 Ability to connect all the contacts, processes and deals among the customers
segment.
 Automation of sales process  effectively manage the deal and send it
through all the phases.
 There should be integration with the email solutions  communicating with
customers more effectively, B2B company can save strong and long
relationships with the customer.




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CRM PROJECT FUNCTIONS
Sales
department
 needs a fully functioning contact centre to resolve calls
efficiently, escalate and transfer cases as appropriate and follow
up on enquiries submitted via other channels.
 SMS/ calls/emails are automatically sent to customers’ mobiles
to inform about promotion campaigns/new products 
encourage customers’ purchase.
 Call tracking: Maintain call log history (Call date, call status, call
result, call outcome, In-call talk time, out-call talk time, call wait
time, appointment results)  keep in touch with customers
 Ability to make a list of potential customers and their
information  stimulate the demand for the products of
customers
 Ability to manage purchasing history of customers’  sales force
can define which kinds of products were sold most, which least.
 Allow online purchasing via website/emails. (When registering,
new customers use their emails to activate their accounts; Every
time they log in, their emails are entered and the customers could
get a bonus for their purchasing, which pulls customers to keep
visiting the site and buying goods.)
 Ability to check the inventory daily, so that it can automatically
send a request to the distributors when the supermarket runs out
of stock.  This could help the company save more time and
money because the company needn’t send a rep to visit
supermarket regularly.
 Allow managing lists of contracts attaching to the saved contract
documents.
 Allow the management of lists of proposals attaching to the
saved proposal documents.
 Ability to work out a project: declare and mange necessary
information about the project that the user should plan and
implement. Together with the core information about the project,
users can manage the list of project participants, their
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organization / company / unit, treasury, project expenditures,
work, appointments contracts, etc.
Marketing
department
 Marketing SMS/Emails could be sent to our customers. Depend
on which kinds of customers; we have different kinds of emails.
(To lost customers, emails sent to remind them of our products,
ask them to give comments of what they have experienced when
using our products. To loyal customers, we emails sent to inform
them of our new products, as well as our promotion in order to
have them buy more.)
 Ability to check the number of emails read and unread  the
company may estimate the number of buyers willing to buy the
products.
 Ability to make a list of target customers together with their
detailed information  easier for the Sales force to sell the
proper products to the rights customers.
 Ability to monitor online PR (such as running banners on other
websites. This could be websites from our business partners or
any other portal websites such as Facebook, MSN, Yahoo!)  to
gain customers’ attention and make customers want to visit our
site.
 Ability to print, email reports
 Provide historical reports showing trends and comparisons
between time periods
 Automatically generate and publish reports at regular intervals.
Customer
service
department
 Forums administration: forums are created  enhance the
interaction between customers as well as between customers and
the site. The forums help the company get customers’ feedbacks
about the company (service or product) and understand why
some customers refuse to buy company’s products again and
then, have solutions to gain back those lost customers. Also,
forums help company know what the customers really want, and
consequently, have some adaptation to meet customers’ needs.

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3.2. Implementation plan
B2B and B2C marketing operates differently, that is why they cannot use the same software.
 The databse of B2B company is often smaller than that of B2C company’s
 The amount of sales in B2B is relatively smaller
 Relationships in B2B environment are built over a longer time (A B2C sale is
relatively fast, usually weeks or months; a B2B sale is slower, usually months or
years)
Because they are quite different, when we are reviewing CRM providers, I suggest that we
would have a CRM software designed for our company. That should be a cloud CRM system
that allows us to use CRM tools to automate and organize our business processes.
DATABASE SERVER REQUIREMENTS
FOR CRM SYSTEM IN OUR COMPANY
Item Requirements
Operating System Windows Server 2008 Standard or Enterprise with SP2
Web server Apache 2.0, 2.2
Processor 1 Dual Core Processor 2.6 GHz or higher
Available Hard Disk Space

600 MB of available hard disk space in addition to what is
required for the operating system, other programs on the
workstation, number of databases, amount of retention, and
transaction volume
Minimum Available RAM 2 GB or more
Database
Microsoft® SQL Server® 2008 R2 Standard or Enterprise
SQL Server 2008 Standard or Enterprise with SP2
Applications Microsoft Outlook; Microsoft Word; Microsoft Excel 2007,
2010
Client (Browser) Safari; Google Chrome; Internet Explorer; Firefox


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IV. POTENTIAL EXTEND SUPPORT FOR OTHER DEPARTMENTS
4.1. Connect with other function department
FACTORS CONTRIBUTING TO THE CRM SYSTEM
Customers
Be the center of the object system. Customers do not directly use the software but
customer information will be relevant to most businesses in the software later.
Marketing Department
Be responsible for marketing campaigns. Consider the effect of those campaigns and
have adaptations if necessary.


CRM
1.
Marketing
department
2. Sales
department
3.
Accounting
department
4. Customer
service
department
5.
supervisors
/directors
Customers
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Sales Department
 Be responsible for searching, finding, contacting and completing a transaction with
customers as well as signing contracts, following and encourage
our customers to settle the debt on time.
 Sales Admin: be in charge of preparing and conducting the procedure of booking,
debiting and conducting contracts with customers, together with preparing and
performing handover to the customers.
Accounting Department
Be responsible for managing accounts receivable, payable, prompting sales
employees to encourage our customers to settle the debt under the contract,
monitoring and supervising the contracts with customers in order to avoid financial
risk.
Customer Service Department
Be responsible for customer care as sending flowers, gifts, promotion policies, and
incentives, dealing with customer feedback, managing and tracking the progress of
processing the feedback, informing results to customers, support Sales department in
matters of customer information.
Leadership level (Supervisors/ Directors)
Be responsible for monitoring and supervising the entire process conducted by the
departments, coordinating to solve the problem occurring during transactions with
customers.

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OBJECTS MANAGED BY THE CRM SYSTEM

Products/Services
Products/services of the company
Staff Members
 Marketing staff
 Sales staff/ sales admin
 Accounting staff
 Customer service staff
 Supervisors/directors
Reports/Documents
 Synthesis Report, detailing sales
 Report on customer classification
 Synthesis Report, detailing staff performance
CRM
products/
services
staff
memebers
reports/
documents
customers
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 Report on the quality of service (incident / reflection / product defect)
Customers
 Lost customer / Potential customers
 Lead Customer
 Target Customers
4.2 Potential extend support for other departments
Department CRM Functions
HR – Human
resources
department
 Classify different types of appointments /Reschedule
appointments / Maintain appointment log history.
 Manage (add, edit, change, etc.) the staff’s profiles.
 Ability to run online job-ads on job-search sites  headhunting
and recruiting suitable candidates for the organization.
Accounting
department
 Create invoices, summarizes the financial situation a simple way
 Estimate the expenditure and revenue based on the data received
Leadership level
(Supervisors/
directors)
 Establish the role and position of the person using the system.
 Assign tasks to appropriate employees  make sure of the
effectiveness in working system.
 Set the auxiliary list for the operation of the system, such as the
list of sectors business, group business, currency, date format,
etc.


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V. THE PROCESS OF MARKETING – SALES - CUSTOMER SERVICE –
SUPPORT

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(1) Marketing campaign:
Conducts marketing activities (SMS/Emails marketing, Website, online PR, etc.)
(2) A list of target customers together with their detailed information is built on our CRM
software.
(3) After being identified by sales people, based on the data received, our CRM program
would identify our target customers, and convert them to lead customers.
(4) In this step, sales people would keep taking care of the lead customers, update their
information regularly; meanwhile they would consider if those customers would bring
a sales opportunity or not.
 If “NO”, the customers would be transferred to the potential customers list for
future sales (4.1). If “YES”, the sales force would conduct the sales activities
(4.2).
 If the sales people succeed in closing the sales, move to step (5). If they fail,
the lead customers also turn into potential customers (4.2).
(5)
(5.1) Products/services: using CRM software to check and make sure of quantity the
materials needed for the products/services in the contract.
(5.2) In this step, lead customers now are becoming real customers. The customer service
department use CRM software
 To update customers’ information and details in order to keep track of them.
 To conduct some activities such as: automatically sending birthday e-cards, sending
caring emails/SMS to customers, remind customers of the new products, etc.
(5.3) The Accounting department takes care of the budget, using data in the CRM software to
deal with the revenue and expenditure mentioned in the contract.
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(6) In this step, the CRM software provides a list of producer contacts; our company may
decide the best manufacturer for the goods production stage.
(7) When production stage is finished, goods will be delivered to the customers. That is when
the customers buy the products.
(8) The customer service department will be responsible for dealing with customers’
complaints as well as return/refund policy in case there are any problems with the products.
(9) After closing the sales, the marketing department will have sales reports, based on the
data entered before into the CRM software database, including sales statistics, staff statistics,
and customer statistics.
(10) Sales targets are set up by supervisors. After a while, based on the statistics reports and
customers’ feedback, the supervisor in charge will consider some changes in several steps
(extension policy, sales procedure, etc.) and finally, have some adaptation in the marketing
campaigns to optimize marketing and sales.
(1) Back to the first step, marketing campaigns are adjusted in order to attract target
customers effectively.

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VI. CONCLUSION
CRM software has benefited businesses greatly, totally revolutionizing the way business is
conducted – in terms of sales, marketing and customer service activities.
Because of all the benefits CRM offerred, I would certainly recommend adopting CRM to
business The exciting developments in social CRM and mobile CRM are also two more
reasons why businesses should take part in the CRM revolution.
However, before adopting a CRM solution, I suggest that your company should make sure to
choose the right one that:
 Suits your business (B2C or B2B CRM are different, as mentioned above)
 Allows you to store data securely (particularly when sensitive data is being stored).
 Can be easily deployed in your business.
 Can get along well with any existing systems or databases.
Some businesses already adopting CRM gained plenty of advantages compared to those that
have not. From my point of view, it is the right time to start adopting CRM in our company.

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REFERENCES
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Crm.htm
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Greenberg, P. ((November 18, 2009)). CRM at the speed of light. McGraw-Hill Osborne
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