IT TOOLS FOR CRM

UNIT II
By : Seema Agarwal
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II

Information Technology for C.R.M

What is E-C.R.M :-

Since mid 90s, C.R.M. Has been enhanced by various 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. Pos terminals, call centres & direct sales).
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 E-C.R.M. Also includes online process applications such as segmentation & personalization. Use of internet, intranets & extranets made customer service as well as services to partners much more effective & efficient than it was before the internet. With internet technologies, data generated about customers can be easily fed into marketing, sales & customer service applications & analysis.
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 In the world connected by internet, E-CRM has become 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 & loyalty programs. Almost all medium & large companies today use the web as a customer support channel. CRM application on the web can take many forms, ranging from providing Search & comparison capabilities to allowing customers 4 to track orders.

CRM Applications

Classification of C.R.M. Application 1. Customer Facing Application These include all the areas where customers interact with the company call centres/help desk/sales force automation & field service automation. Such C.R.M. Applications basically automate the information flow or supports employees in these areas.
Multiple Channels

Telephone

E-mail

Web

Mobile Devices 6

CRM Applications

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 to analyze the results of operational processing & use the analysis to improve C.R.M. 8 Applications. Ex.-Data ware housing & data mining.

4. Online networking & other applications - This refers to methods that provide the opportunity to build personal relationships with a wide range of people in business. - Includes chat rooms & discussion lists. - Online Chats

Customer Interaction Centre (or web-based) call centres) (CIC) a comprehensive service entity in which e-commerce vendors address customer service issues communicated thru various channels of contact. Providing well trained customer service with access to data such as customer history, previous contact etc.
E-CRM applications improve traditional customer service by easier communication & speedier resolution of customer problems frequently by automatic response 10 to questions or by Customer Self Service.

CUSTOMER FACING APPLICATION

 Automated response to e-mail (auto responder) Auto responder Most popular on-line customer service tool is email. Inexpensive & fast, e-mail is used to disseminate information & to conduct correspondence including response to customer queries. 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 11 be time consuming & expensive.

- Customers want quick answer usually within 24 hrs. Automated e-mail reply systems are used (text files), which provide answers to commonly asked questions. They can relay standard information for support 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 queries into a knowledge base to generate 12 a matching response.

 Messages that require human attention area ssigned an id no. & Passed along to a customer agent to reply.

Sales force automation

Software that automates the tasks performed by sales people in the field such as data collection & its transmission. Ex.:- Use of wireless device that allows quick communication with corporate intranet. 13

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

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Customer touching applications

Customers use computer programs rather than interacting with people. Ex:- personalized web page:- many companies provide customers with tools to create their own individual web pages (ex: my yahoo) Companies can deliver customized information such as product/warranty information when customers log on to this. Not only customer can pull information from vendor site, the vendor also can push 15 information

 Campaign management This automates marketing campaign activities. Ex: on-line advertisement & analyse responses to offers.

Web self service

Activities conducted by users on the web to provide answers to their questions. Ex:- tracking thru web or product configuration.
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Customer Centric Applications

Data Reports :- CRM data need to be collected, processed, analyzed and stored. Data reports presents raw or processed CRM related information which managers / analysts can view & analyze.

Data Warehouse:- a single server based data repository that allows Centralized Analysis, Security & Control over Data - a centralized Repository
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 Data warehouse can be effective CRM tool containing customer information from various touch points, Information about company product & services, Information about companys marketing, sales & service initiative & customer response to them.
Data warehouse is an important constituent of CRM eco system subject oriented , integrated , time varying, non volatile collection of data used for organizational 18 decision making

BASIC DATA WAREHOUSE ARCHITECTURE

Relational Databases Optimized Loader ERP Systems

Extraction Cleansing Data Warehouse Engine Analyze Query

Purchased Data

Legacy Data

Metadata Repository

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SUBJECT-ORIENTED
Data

warehouse is organized around subjects such 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 integrating multiple heterogeneous sources. Data Preprocessing are applied to ensure consistency.
RDBMS

Legacy System

Data Warehouse

Flat File

Data Processing Data Transformation

TIME-VARIANT
Provides

information from historical perspective 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 in data accessing
Initial loading of data Access of data

load

access

Operational data source1

Warehouse Manager
Meta-data High summarized data Lightly summarized data

Operational data source 2

Load Manager
Detailed data

Query Manage

Reporting, query,application development, and EIS(executive information system tools

Operational data source n

DBMS

OLAP(online analytical processing) tools

Operational data store (ods)

Warehouse Manager (First Tier)

Data mining

(Third Tier) End-user access tools Data Mart

summarized data(Relational database)

Operational data store (ODS)

Archive/backup data

Summarized data (Multi-dimension database)

(Second Tier)

Typical data warehouse and data mart architecture

 DATA MART
data mart a subset of a data warehouse that supports the requirements of particular department or business function The characteristics that differentiate data marts and data warehouses include:

A data mart focuses on only the requirements of users associated 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 data warehouses, data marts are more easily understood and navigated

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 the requirements of end-user access tools Normally use less data so tasks such as data cleansing, loading, transformation, and integration are far easier, and hence implementing and setting up a data mart is simpler than establishing a corporate data warehouse The cost of implementing data marts is normally less than that required to establish a data warehouse The potential users of a data mart are more clearly defined and can be more easily targeted to obtain support for a data mart project rather than a corporate data warehouse project

DATA WAREHOUSING ARCHITECTURE

Monitoring & Administration Metadata Repository OLAP Servers

Reconciled data
External Sources

Analysis

Operational Dbs

Extract Transfor m Load Refresh

Serve
Query/Reportin g

Data Mining

DATA SOURCES
DATA MARTS

TOOLS

DATA WAREHOUSE ARCHITECTURE

Data

Warehouse server servers

almost always a relational DBMS

to support and operate on multi-dimensional data structures

OLAP

Clients

Query and reporting tools Analysis tools Data mining tools

VERY LARGE DATA BASES

Terabytes -- 10^12 bytes: Petabytes -- 10^15 bytes: Exabytes -- 10^18 bytes: Zettabytes -- 10^21 bytes:

Walmart -- 24 Terabytes
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Geographic Information Systems National Medical Records Weather images

Zottabytes -- 10^24 bytes:

Intelligence Agency Videos

 It forms basic infrastructure on which data mining & other analytical applications are run.

A customer centric organization uses a number of channels to engage in an effective manner & data warehouse provides much better information integration to the decision maker along with other information such as demographic, 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 the competition? 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 Data

to manage and control business is historical or point-in-time for inquiry rather than update

Optimized Use

of the system is loosely defined and can be ad-hoc

by managers and end-users to understand the business and make judgments

Used

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DATA MINING WORKS WITH WAREHOUSE

Data

Warehousing provides the Enterprise with a memory

z Data Mining provides the Enterprise with intelligence

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 Data mining & C.R.M.

Data mining is another analytic activity that involves sifting thru an immense amount of data to discover previously unknown patterns.
Large companies generate huge volume of data thru daily transaction. Analyzing such large qty. of data require different approach than traditional analysis approach such as statistics, AI etc.

This has developed the field of knowledge 34 discovery in database (KDD), more popularly known as data mining.

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 fraudulent given the demographics and transactional history of a particular 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 to purchase rather than 5,000, how many lost responses will result? If I emphasize ease-of-use of the product as opposed to its technical capabilities, what will be the net effect on my revenues?

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

Data Mining helps extract such information

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APPLICATION AREAS
Industry Finance Insurance Telecommunication Transport Consumer goods Data Service providers Utilities Application Credit Card Analysis Claims, Fraud Analysis Call record analysis Logistics management promotion analysis Value added data Power usage analysis
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DATA MINING IN USE

The

US Government uses Data Mining to track fraud A Supermarket becomes an information broker Basketball teams use it to track game strategy Cross Selling Warranty Claims Routing Holding on to Good Customers Weeding out Bad Customers

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DATA MINING APPLICATIONS

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 Some real life examples where CRM aided by results from data mining tools have made a difference to the ability to retain & serve customers & profitability. A. Churn model in Telecom: Telecom market is growing rapidly with stiff competition. Frequently clients switch companies. If companies are able to predict which customers are likely to leave in near future, then possibly can target those to retain them. 39 Data mining can help in this area.

 A churn model predicts which customers are likely to leave, using attributes of customers who left the company recently,- decision tree models etc. Can be used to help extracting the attributes of the churners (i.E customers who are likely to switch companies). These models are then applied to the existing customer base to identify customers who have similar attributes. Identified customers can be given special 40 attention to retain them.

B. Understanding buying patterns in Super markets: 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 datas can be used very profitably to understand buying behavior of their customers.
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 Rule of association & algorithms are used. They find out items & sets of items that sell together. This knowledge can be profitably used to:
1. 2. 3. 4. Design discount coupons. Design display space. Manage inventory. Separate item combinations that do not sell together etc. 5. Remind customers of items they would like to buy together.
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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 for availing service. These companies typically have many products:savings a/c, credit card, loans, d-mat service etc. With insurance company - they have different policies. Companies try to sell other products to customers.
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Ex: try selling a life insurance or family insurance to a customer who already purchased a health insurance. Companies adopt such practices since it is cheaper to sell more to a customer & retain rather than search for a new one.

Instead of sending mailer or contact all, they can segment potential buyers of new product with data mining-segmenting the data base with classification algorithms-who are likely to respond. 44

DATA MINING IN CRM (CONT.)

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Data Warehouse

Customer Profile

Data Mining

Customer Life Cycle Info.

Campaign Management

Campaign Management
In the highly completive environment, the web revolution has made internet a channel of mass personalized communication. 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/target marketing. 46 Campaign to build brand image.

 Re-launch an old product with new features.

Campaign for specific occasions. Many CRM vendors have introduced specialised campaign mgmt. s/w targeted to meet above.

These s/w products help mktg. To plan, design, execute & measure the effectiveness of a campaign. They help segmenting the customers & develop targeting & positioning strategies for each segment, defining products that match customer 47 requirement, help in pricing & selecting distribution channel.

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

Many CRM s/w vendors in the market offering CRM s/w with various functionalities & support different 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 them before purchase.

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 Some of the functional & technical requirements for CRM solutions are :1) Business intelligence & analytical ability 2) Support for web based functionality 3) Centralized storage for both customer & other enterprise information 4) 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 campaign management. 3. Customer service & support application.
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Almost all C.R.M. s/w in the market provide following capabilities 1. Category mgmt. 2. Promotion mgmt. 3. Demand planning 4. Interactive selling 5. Sales & service contact centre 6. Analytical capability 7. Contract mgmt. 8. Account mgmt. 9. Campaign mgmt. 10. Automatic routing capability 11.Workflow mgmt. 12.Mobile sales & service support.

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Following criteria for evaluating Technological solutions for CRM

the

1. Catering to multiple channels of interaction including phone/mobile, internet, fax etc. Customers use variety of channels & expect firms to support that. 2. Compatibility with existing infrastructure - should be able 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. 52

6. Checking References & Price Global CRM market

Main Target Large Enterprise Service Centric Siebel/ Oracle/ People soft/ Mysap CRM Onyx & sales Notes/ Microsoft/ Talisma/ Sales logix Web centric (Hosted) Sieble CRM On demand/ Sales force.Com Net CRM Sales notes.Com 53

Small & Medium Enterprise

 Siebel (www.Siebel.Com) Worlds leading provider ofering s/w & solutions for business applications to gather customer intelligence. 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 CRM s/w accessible from an internet browser at a 54 fixed price per month.

 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 bought Siebel Systems for $5.8 billion. Siebel is now a brand name owned by Oracle Corporation.
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IMPLEMENTATION AT IBM

Siebel Implementation (2000 Today)

2000 2001 2002 2003 2004

ibm.com Contact Centers Service and Support Business Partners Field Sales Marketing

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 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) Oracle is a major player in data base market, moved into CRM market space with e-business Oracles e-business application covers the entire range of CRM areas- from marketing to sales to services & support for industries ranging from aerospace & defense to travel & transportation. Oracle CRM focuses on profitable relationship & not just automation of activities.
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Functionalities include: Multichannel support & access for web, phone, e-mail etc. Business analytics & intelligence to get better idea of market. Field service support with connectivity provided through WAP. Account mgmt. & Contact mgmt. Scheduling dispatch, assignment. Inventory & depot service mgmt. Contract tracking & billing support. Integration with enterprise data base.
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ORACLE CRM BUSINESS APPLICATIONS

BIS Business Intelligence iSupport Teleservice Quality Online Depot Repair Spares Management Advanced Scheduler Mobile Field Service

Service

Contracts

Contracts Core

Service Contracts

Contracts for Rights

Contracts for Sales

Sales

Sales Online

iStore

Telesales

Incentive Comp

Mobile Field Sales

Marketing

Marketing Online

Trade Management

Marketing Encyclopedia System

Partners Online

Collaboration

iMeeting

MULTIPLE CHANNELS

Telephone

E-mail

Web

Mobile Devices

ORACLE SERVICE SUITE

Customer Intelligence

iSupport

Contracts

TeleService

Service Online

CRM Foundation Modules

ORACLE SERVICE SUITE TELESERVICE

Customer Intelligence

Customer Support

Customer Care
CRM Foundation Modules

ORACLE SERVICE SUITE SERVICE ONLINE

Field Service

Depot Repair

Field Service Palm

Mobile Field Laptop

CRM Foundation Modules

ORACLE SERVICE SUITE CONTRACTS

Contracts Core

Contracts for Service

Contracts Integration

ORACLE MARKETING SUITE

Marketing Intelligence

iMarketing

Marketing Online

Marketing Encyclopedia

Siebel systems are generally regarded as best while Oracle is for end-to-end solution.

 sap.com
SAP is the world leader in enterprise applications in terms of software and software-related service revenue. Based on market capitalization, SAP is worlds third largest independent 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 in other markets like ERP, SCM etc. are coming up with CRM products. one such product from SAP for organizations who already has sap ERP that makes integration easier. Includes functionalities that cater to supporting 67 following:

Customer engagement
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.

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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.
69 The technology offers integration with ERP

SAP MARKETING SUITE

CRM Marketing :Accurately target your audiences and deliver personalized and relevant messages that your audience will find valuable thanks to our CRM marketing software. E-Marketing :Plan, execute, and analyze your marketing programs with support for everything 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 customer experiences. Social Customer Engagement On-Demand :Monitor customer conversations on social media sites, automatically identify top influencers and issues, and collaborate internally to craft the best responses. Social Media Analytics by NetBase :Better understand and gauge net consumer sentiment, behavior, and opinions expressed on social platforms with powerful social media analytics. Real-Time Offer Management Make real-time recommendations for cross-selling, up-selling, and retention targeting the right offer to the right customer Integrated Business Management On Demand Run your entire enterprise on a single, affordable, cloud-based business management solution ideally suited for SMEs and subsidiaries of large corporations. Customer Segmentation Accelerator :The SAP Customer Segmentation Accelerator helps 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 Relationship Management service capabilities. E-Service Boost customer satisfaction and reduce service costs with support for everything from warranty and claim management to field service. Social Customer Engagement On-Demand Monitor customer conversations on social media sites, automatically identify top influencers and issues, and collaborate internally to craft the best responses. Social Media Analytics by NetBase Better understand and gauge net consumer sentiment, behavior, and opinions expressed 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 (CONTD)

Business Communications Management Deliver a great customer experience across contact channels using our IP platform turning your service into a competitive advantage.
Real-Time Offer Management Make real-time recommendations for cross-selling, up-selling, and retention 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

CRM Sales Drive profitable revenue growth through focused sales execution with support for everything from sales planning to sales analytics. On-Demand Sales Work smarter, sell better, and win more with our on-demand collaborative sales 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 business management solution ideally suited for SMEs and subsidiaries of large corporations. Rapid Deployment Solutions for Sales Bring speed and predictability to your next Sales implementation with SAP's preconfigured software, services, or both at a fixed scope and price. Mobile Sales Empower your sales team with enterprise mobility. With mobile devices, sales professionals 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 increase channel productivity with centralized information. E-Commerce Increase profitability, tap into new markets, and strengthen customer loyalty with e-commerce and Web channel analytics. Trade Promotion Management Empower account and trade managers with end-to-end support and increased visibility into the entire trade promotion process. Price and Margin Management Manage pricing more effectively, and negotiate more profitable contracts and quotes. Paybacks and Charge backs Management Manage the chargeback lifecycle with streamlined processes that provide visibility, so you can eliminate errors, validate claims, and reduce labor costs. Incentive Administration Enhance sales with incentive management and commission software that will motivate and help you retain your best employees. Sales Pipeline Analysis The Sales Pipeline Analysis solution empowers your sales department to turn your massive sales pipeline data into higher revenues, more profits and increased sales effectiveness.

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 is a customer relationship management 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 different demands.

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MICROSOFT CRM 1.2 PACKAGING

Microsoft Business Solutions

Professional
Microsoft Business Solutions

CRM

Suite
Microsoft Business Solutions

CRM
Microsoft Business Solutions

Sales

CRM

Customer Service

CRM
Microsoft Business Solutions

Suite
Microsoft Business Solutions

Standard

CRM

Sales

CRM

Customer Service

MICROSOFT CRM AND .NET

DESIGNED FOR INTEGRATION AND ENHANCEMENT
Microsoft Outlook Microsoft

SharePoint Portals

IE

Web Services Great Plains Navision Axapta Solomon

Business Intelligence

Embedded BizTalk Server Sales Customer Service

(includes Marketing)

Core CRM Server SQL Server

3rd Party Applications

SALES FORCE AUTOMATION

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

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

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

PeopleSoft Enterprise Customer Relationship Management is a family of applications in Oracle's PeopleSoft Enterprise product suite. PeopleSoft solutions are tailored to fit industry business processes, customer strategies, and success criteria for organizations. PeopleSoft merged with Oracle in 2005 and integrated product lines under the Oracle PeopleSoft name.

Offers solutions for the following industry verticals.

CRM CRM CRM CRM CRM for for for for for communication. energy. financial services. insurance mgmt. govt. Etc.

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Product offerings by vendors

Campaign Opportunity Quote Configure Order Fulfillment Service

Oracle IBM Siebel Microsoft

PeopleSoft

PeopleSoft SAP Selectica Clarify

 CRM for small & medium enterprise Talisma CRM product: Product is targeted for small & medium enterprises. Integrates all customer inter actions such as phone call e-mail, website knowledge base. 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. 83

 Sales logix (www.Saleslogix.Com) Provides integration with ERP, data analysis, and help desk. Main strength is ease of use, affordability, easy implementations & also the functionalities can be extended with different add ons from other vendors like MS-Outlook users. There are four main modules called sales logix sales, mktng, support & e-commerce. Onyx CRM (www.Onyx.Com) Onyx CRM provides web-based solutions to power CRM strategies across sales, marketing & service organisations by combining critical 84

Customer data with information from other business systems & internet. Onyx effectively manages key prospect, customer & partner relationship to build profitable business n/w & value. Onyx manages relationship through the following audience specific portals: Onyx employee portal/onyx partner portal/onyx customer portal.

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Sales Notes.Net (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 management to 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.
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 Synchronization of data with MS outlook. Main advantage is simplicity yet effective interface which allows easy access to relevant information 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.
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CRM NOW
With increasing popularity of Open Source vendors have started openly marketing CRM. Some Open source CRMs to note are: 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 & Implementation issues

CRM implementation road map helps a firm to develop a positive cultural acceptance of CRM The road map enables the firm to deal with the organizational changes, new business, customer needs & CRM technologies

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Stages 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
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 A CRM strategy implementation map

road

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 CRM approach.
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 What is the present business scenario & how is it likely to evolve in future-short/medium & long terms? 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 on CRM just because competitors have done so or it is the latest fad in the industry. 3.Planning After defining the objective of CRM, planning phase includes
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Documentation of high level CRM goal in the form of a business document. Focus for strategy development. Planning involves details of what needs to be done & identify people who would be involved & responsible. Many fundamental changes may happen due to planning exercise these include:Business focus Organisational structure Business technology
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 Marketing focus Team needs to be formed for change management. 4.Process design CRM requires changing the entire focus of the organisation to customer centric with the process & 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.
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5. Technology & vendor selection At this stage, various technology & vendors are evaluated. 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 new features that are not present in the product, process integration & design the database. Some times integration of different
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7.

8.

CRM solutions with each other & also with backend systems takes place at this stage. Implementation In this final stage, the organization deploys the CRM solution & documents it. End users need to be trained & the system needs to be sold internally so that it is used. Measurement The final stage of CRM implementation road map involves development of standards for

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Measuring the performance of the CRM solution & comparing it with the desired performance. If the CRM solution falls short of expectations, the firm might go back & refine its CRM expectations requirements. Developing standards, enable the firm to measure the success of CRM implementation in terms of how well it has solved business problems. Thus the development of CRM strategy & its implementation as a road map consists of many interrelated stages. All these Stages takes 97 place one after the other & require corrective feed back at every stage.

 For example, from the measurement stage we may find that the processes were incorrectly designed & therefore we may with to go back & correct them.
CRM strategy development is an enterprise wide exercise & its success depends upon the customer focus of the organization.

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KEY LESSONS FOR CRM IMPLEMENTATION

Genuine top-level support within the organization is essential Without the cooperation of each business unit, an enterprisewide implementation like CRM is not possible Data cleansing at the initial stages of an implementation is crucial CRM training time should be planned well in advance, and managed carefully CRM implementations come with extensive business process reengineering and change management initiatives

 Issues in implementing a technology solution for CRM Technology is just an enabler of CRM but there are many issues that need to be kept in mind by a firm before it ventures in to a technology based solution. The issues are not just technical but also involve many organizational & human aspects First & obvious aspect that needs to be considered is the technology itself. First step is to define the business
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Problem that needs to be solved & determine what needs to be done to solve the problem. This may mean identifying relevant processes that needs to be revamped using technology as a driver. Second step is to specify the functionality to meet the specified requirements. This requires identifying different aspects of the customer focused processes that need to be supported with technology. Third step is to define the products that support the identified
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Functionality.

Make or buy:- many firms are offering CRM solutions in the market place but a firm may look at developing their own CRM systems under following situations. Off the shelf package may be expensive Single CRM product can not provide core functionalities. Firm wants a unique product today, mostly the firms go for purchasing the product.
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