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Analysis and Design of Analysis and Design of

Customer Relationship Management Customer Relationship Management
Processes at Americatel Corporation Processes at Americatel Corporation
Ronald L. Giachetti Ronald L. Giachetti
Johanna Blanco Johanna Blanco
Kevin J. Cain Kevin J. Cain
Department o Industrial & Svstems Lngineering Department o Industrial & Svstems Lngineering
Overview
Demonstrate a system analysis and
design methodology for a Customer
Relationship Management (CRM) system
Data flow diagramming, entity-relationship
modeling, etc.
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BACKGROUND BACKGROUND
Telecommunications Company. Telecommunications Company.
Parent Company is Parent Company is Entel Entel from Chile. from Chile.
Founded in 1993. Founded in 1993.
Initially launched for Latin American Initially launched for Latin American
and Caribbean countries. and Caribbean countries.
Providing end Providing end- -to to- -end voice and data end voice and data
communication services. communication services.
10 10- -10 10- -123 123 Casual Calling Service Casual Calling Service
Carrier Services Carrier Services Buying and Selling Traffic to Carriers Buying and Selling Traffic to Carriers
Business Services Business Services
International Private Lines (Point International Private Lines (Point- -to to- -Point) Point)
Internet Backbone Connection for Latin American ISP Internet Backbone Connection for Latin American ISP s s
Very Small Aperture Terminals (VSAT Technology) Very Small Aperture Terminals (VSAT Technology)
Presubscribed Long Distance Calling Presubscribed Long Distance Calling
Prepaid Calling Card Services Prepaid Calling Card Services
123.com Internet Service Provision (USA) 123.com Internet Service Provision (USA)
Products and Services Products and Services
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3,300,000
75,000
-
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
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Quarter
Customers
Average Growth rate of 20 %
Quarterly
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Source: Americatels 2001 Annual Report
Corporate Client Base Growth Rate
What does this growth mean?
=Customer Information
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More Clients More Clients
More Information Required to More Information Required to
Monitor these Clients Monitor these Clients
More Space to Maintain this More Space to Maintain this
Information Information
Opportunity!!!!!!!! Opportunity!!!!!!!!
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Customer Relationship Management
In recent years, a new paradigm has
emerged shifting from a Product-Oriented
to a Customer-Oriented marketing
strategy.
The Philosophy, which is the basis for this
new orientation is called Customer
Relationship Management.
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Source: http://www.crmguru.com/content/answers/whatiscrm.html
Customer Relationship Management
Customer Relationship Management
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(CRM) is a
business strategy to select and manage customers to
optimize long-term value. CRM requires a customer-
centric business philosophy and culture to support
effective marketing, sales, and service processes.
CRM applications can enable effective Customer
Relationship Management, provided that an
enterprise has the right leadership, strategy, and
culture.
How does this apply to Americatel?
2
Source: http://www.crmguru.com/content/answers/whatiscrm.html
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As a Business Strategy.
Utilizing the Art/Science of gathering and using client
information effectively.
By selecting valued customers and optimizing their life
cycles.
To Become Customer-Centric and Customer Oriented.
To Create Long-Term Loyal Customers.
Americatel Can Use CRM:
Americatels CRM Is Unclearly Defined.
Vision
Information Deployment
Under Utilization Of Current Customer Information.
Collectively, Individuals Are Unaware of the Value or
Availability of the Customer Information.
Users Have Different Uses For This Stored Information.
Retrieval Of Information.
Requisition of Data
Report Generation
Manipulation Of Data For Inference.
Security Issues Concerning Information.
Problem Definition
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Analyze The Current
AS-IS Customer Relationship
Management Processes
And Design Improvements
To Facilitate Better
Customer Oriented
Relationship.
Project Purpose
OVERVIEW
1. Process Modeling (DFD).
2. Recommendations for
Continuous Improvement of
CRM.
3. Design of Interface for
Reports and Data Query
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Model-Driven Development
techniques emphasize the
drawing of models to help
visualize and analyze problems,
define business requirements,
and design information systems.
Why Process Modeling?
Purpose of Modeling
Every model is designed with a purpose
Descriptive Purpose
Facilitate Human Understanding & Communication
Internal Documentation, ISO Certification, Etc.
Reengineering Purpose (Supports Process Improvement)
Conduct Analysis And Improve Process Performance
System Implementation (Support Automated Tasks)
Enterprise Resource Planning Implementation
Consequently, There Are Many Different Types Of
Process Models Depending On Your Purpose!
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Reengineering, System Design Simulation (Arena)
System Design Data Flow Diagrams
Descriptive, Reengineering IDEF0
Descriptive Flow Chart
*
Use Model
*Several Types
Types of Process Models
Macro-View
Context and System Diagram (Environment Model)
Presubscribed
Infranet
Administration
of
Leads
Maintenance
Planning
Exchange
Message
interface
EMI
Marketing
Events
NAP
Management
Improvements
Provider
Call
Centers
Development
and
Planning
of CRM
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Project Scope
Decomposition Diagram
(Hierarchy Chart)
Where do we begin?
Interview with Process Engineer and CRM Manager to become familiar
with the CRM and its components.
Conduct Interviews with Existing and Potential Users of the CRM
Process.
Marketing, Sales, Fraud, Presubscribed, Long Distance, Casual Calling.
Performed Problem Analysis (Strength and Weaknesses)
PIECES Framework
System Diagrams
Entity Relationships
Process Flowcharts
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PIECES FRAMEWORK
P E R F O R M A N C E
A . T h r o u g h p u t .
B . R e s p o n s e t i m e s .
I N F O R M A T I O N ( a n d D a t a )
A . O u t p u t s
1 . L a c k o f u p d a t e d I n f o r m a t i o n
2 . L a c k o f r e l e v a n t I n f o r m a t i o n
3 . T o o m u c h i n fo r m a t i o n - i n f o r m a t i o n o v e r l o a d .
4 . I n f o r m a t i o n t h a t i s n o t i n a u s e f u l f o r m a t .
5 . i n f o r m a t i o n t h a t i s n o t a c c u r a t e
6 . I n f o r m a t i o n t h a t i s d i f f i c u l t t o p r o d u c e
7 . I n f o r m a t i o n t h a t i s n o t t i m e l y t o i t s s u b s e q u e n t u s e
B . I n p u t s
1 . D a t a i s n o t c a p t u r e d
2 . D a t a i s n o t a c c u r a t e l y c a p t u r e d - c o n t a i n s e r r o r s .
3 . D a t a i s c a p t u r e d r e d u n d a n t l y - s a m e d a t a c a p t u r e d m o r e
t h a n o n c e .
C . S t o r e d D a t a
1 . S t o r e d d a t a i s n o t a c c u r a t e .
2 . D a t a i s n o t s e c u r e f r o m a c c i d e n t o r v a n d a l i s m .
3 . D a t a i s n o t w e l l o r g a n i z e d .
4 . D a t a i s n o t f l e x i b l e - n o t e a s y t o m e e t n e w i n f o r m a t i o n
n e e d s f r o m s t o r e d i n f o r m a t i o n .
5 . D a t a i s n o t a c c e s s i b l e .
E C O N O M I C S
A . C o s t s
1 . C o s t s a r e u n k n o w n
2 . C o s t s a r e t o o h i g h
B . P r o f i t s
1 . N e w m a r k e t s c a n b e e x p l o r e d .
2 . C u r r e n t m a r k e t i n g c a n b e i m p r o v e d
C O N T R O L
CONTROL
A. Too little security or control
1. Fraud can be committed against data.
2. Ethics are breached on data or Information- Data or
information getting to unauthorized people.
3. Redundantly stored data is inconsistent in different files or
databases.
4. Data privacy regulations or guidelines can be violated.
5. Processing errors are occurring
(either by people, machines or software).
EFFICIENCY
A. People, machines, or computers waste time
1. Information is redundantly generated
2. Effort required for task is excessive.
SERVICE
A. The system is not easy to learn
B. The system is not easy to use


PIECES FRAMEWORK
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BCC
I
N
T
E
R
F
A
C
E
S
UNIX MACHINE
BCC Macro-view
Presubscribed
EMI
Infranet
Network
Access Point
Management
Administration
of Leads
"SaIes"
Maintenance
PIanning
Marketing
Events
BCC Load Process and Management of Errors (P1)
Presubscribed
Infranet
Administration
of
Leads
Maintenance
Planning
NAP
Management
Exchange
Message
interface
EMI
Marketing
Events
Improvements
Provider
Development
and
Planning
of CRM
P1.1
Generation and
transfer files
System Operator
in each system
Generation Processes FTP
P1.2
Generation
and transfer
errors Solution
P1.3
Upload BCC
BCC System
Operator
P1.4
Solve Load
errors
New Developments
New developments and
improvements of load
process
Process
errors
Corrections of
format and/or
process errors
Clients information
Legacy
system
data
Problems
Resolution of
generation
and transfer
problems
File load
Quality
Reports
Problems Causes
Corrections of format and/or process errors
P1.5
Quality control of
loaded information
CRM Manager Reports
Generation
and transfer
process
improvements
BCC
Notification of
rated files with
problems
Deleted Files of the BCC
A
A
Notification of deleted
traffic files
P1.6
Backup of DATA
directory files
BCC System Operator
Files in DATA
directory
Format
errors
Loading of shell
Call
Centers
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Generation and Transfer errors Solution
(P1.2)
FTP
P1.2.1
Problem identification
And assignment
of responsibility
System Operator
of each system
P1.2.2
Solve the problem
Problem cause and
solution plan
Identified problems
and designated
problem solver
Solution
follow up
Problems
Problem solution of generation and/or transferring
P1.2.3
Solution coordination and
Notify BCC users
CRM Manager
Problems
causes
Generation Processes
Development
and
Planning
of CRM
P1.1
Generation and
transfer files
System Operator
in each system
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Current
Method Of
Querying
Data From
BCC.
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Current
Method Of
Querying
Data From
BCC.
Discovery
Problem Identification
Under Utilization of CRM / BCC
Users are Uninformed of Potential Capability.
No Means for Direct Queries.
Time Gaps of Updated Information.
Report Generation Issues
Response Time
Reports Manually Requested
Data Manually Generated (SQL) Repeatedly.
Manual Manipulation of Reports (Excel).
Timeliness of Reports ( Up to One Week)
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Discovery
Problem Identification
Security Issues with Information
No Automated User Identification Systems
Server Capacity
Throughput - Number of Requests/Unit Time.
Numerous Errors from Un-updated/uncorrected
data (Creating Misinformation).
Neglect of Opportunity
Discovery of Data Patterns, Clusters and Data
Models.
Use of knowledge to develop marketing
campaigns to maximize revenue and profit.
Americatels CRM Is Unclearly Defined.
Vision
Information Deployment
Under Utilization Of Current Customer Information.
Collectively, Individuals Are Unaware of the Value or
Availability of the Customer Information.
Users Have Different Uses For This Stored Information.
Retrieval Of Information.
Requisition of Data
Report Generation
Manipulation Of Data For Inference.
Security Issues Concerning Information.
Problem Definition
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Recommendations
First and Foremost
CRM Must Be Top-Down!
= Decision Makers Involved.
Recommendations
Customer
B
Customer
A
Pre-paid
Calling Cards
Infranet
123.com
Presubscribed
Long Distance
10-10-123
For Vision of CRM:
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Recommendations
For Information Deployment
NULL NUMBER(10) CDELEMENTO
NULL VARCHAR2(2
0)
CDELEMENTO
NULL NUMBER(30) CDELEMENTO
NULL VARCHAR2(25) CDANI
NULL VARCHAR2(10) CDANI
NULL NUMBER(10) CDANI
NOT NULL NUMBER(1) CDTIPTRAF
NOT NULL NUMBER(2) CDTIPTRAF
NULL VARCHAR2(4) CDTIPTRAF
NULL VARCHAR2(25) CDANI
NULL VARCHAR2(10) CDANI
NULL NUMBER(10) CDANI
NOT NULL NUMBER FECHA_ACT
NOT NULL DATE FECHA_ACT
NULL VARCHAR2(1) CINCO
NULL VARCHAR2(8) CINCO
NULL VARCHAR2(50) CINCO
NOT NULL NUMBER(10) CDSISTEMA
NULL NUMBER(3) CDSISTEMA
NOT NULL NUMBER(5) CDSISTEMA
NOT
NULL
VARCHAR2(38) CDNEGCTA
NULL VARCHAR2(10) CDNEGCTA
NOT NULL NUMBER(10) CDCLIENTE
NULL NUMBER(38) CDCLIENTE
NULL NUMBER CDCLIENTE
NOT NULL VARCHAR2(6) CDACTIVID
NOT NULL NUMBER(6) CDACTIVID
Data Type
Error
Resolution
Recommendations
Continuous Education of CRM
Emphasizing Value and Availability of the
Customer Information.
For Under Utilization Of Current Customer
Information
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Recommendations
For Information Retrieval
Develop Individual Points of Dissemination
via EXISTING Thin Client.
Report Generation
Requisition of Data
Manipulation Of Data For Inference.
Security Issues Of Information.
How?
**********
Password:
User
Username:
SUBMIT
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ANIs per route per plan

Average Fixed Charges
Presubscribed Client Loss - Low Volume
Presubscribed Client Loss - Average Volume
Presubscribed Client Loss - Heavy Volume
Traffic Analysis
Spreadsheets Spreadsheets
Charts Charts

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Password:
Username:
SUBMIT
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Suggested Process Flow Chart For
Requesting, Querying Data, and
Generation of Reports via Thin Client
1hank You
1hank You
Ronald L. Giachetti
Johanna Blanco
Kevin J. Cain
Department o Industrial & Svstems Lngineering