WELCOME
good day
Alexandru Doszlop
alexandru.doszlop@netprotect.ro
I. Understand CRM - Definitions
 CRM:
CRM is a focused approach to customer-related
processes.
Gartner Says: CRM is a business strategy that
leverages specific technology, business processes, and
a customer-focused culture and management
philosophy to attract and retain profitable customers.
Reality: Companies today have always focused on their
customers.
Companies today are addressing some of their
customer-related activities, but may want to address
more.
I. Understand CRM - Definitions
A CRM Strategy is executed in the form of a
program and its projects
Begins with a Business Strategy
STRATEGY
Leads to a CRM Program
PROGRAM
Program made up of
a series of projects
PROJECT A
PROJECT B
PROJECT C
I. Understand CRM - Definitions
Potential CRM Scope
Interaction Management
A COMMON GOAL:
Customer/Account Data
Analytics
Legacy Integration
Service
Customer
Sales
Marketing
360° Customer View
I. Understand CRM - Definitions
Interaction Management
Marketing
Customer/Account Data
Analytics
Legacy Integration
Service
Customer
Sales
Marketing
Demographic Analysis
• Enterprise-wide
data repository
containing
account
characteristics /
buying habits
• Example:
Contact info,
activities, order
placement,
payment history
• Analyze data to
generate target
lists
I. Understand CRM - Definitions
Interaction Management
Marketing
• Planning
• Budgeting
Customer/Account Data
Analytics
Legacy Integration
Service
Customer
Sales
Marketing
• Forecasting
Demographic Analysis
Campaign Management
• Executing
• Tracking
I. Understand CRM - Definitions
Marketing
Interaction Management
Demographic Analysis
Customer/Account Data
Legacy Integration
Service
Customer
Sales
Marketing
Campaign Management
Marketing Material Mgt
• Develop
• Store
• Access
• Re-Use
Analytics
“Know your customers, focus your campaigns, and manage your marketing material”
I. Understand CRM - Definitions
Interaction Management
Sales
• Lead Tracking
• Sales Funnel
• Forecasting
Customer/Account Data
Analytics
Legacy Integration
Service
Customer
Sales
Marketing
Opportunity Management
I. Understand CRM - Definitions
Interaction Management
Sales
Customer/Account Data
Analytics
Legacy Integration
Service
Customer
Sales
Marketing
• Companies
Opportunity Management
• Contacts
Contact Management
• Activities
• Calendaring
• Response
• Templates
I. Understand CRM - Definitions
Interaction Management
Sales
• Proposal
Customer/Account Data
Legacy Integration
Service
Customer
Sales
Marketing
Generation
Opportunity Management
• Configurator
Contact Management
• Automated Order
Order Placement
Analytics
“Manage the sales cycle and turn leads into orders”
Placement
I. Understand CRM - Definitions
Interaction Management
Customer Service
Customer/Account Data
Analytics
Legacy Integration
Service
Customer
Sales
Marketing
Call Center Mgt.
• Call Routing
Software
I. Understand CRM - Definitions
Interaction Management
Customer Service
Customer/Account Data
Analytics
Legacy Integration
Service
Customer
Sales
Marketing
Call Center Mgt.
Integrated Account Info.
• Call Routing
Software with a
link to your
account
information.
• Access to ALL
customer-related
information.
• Example: Call
logs, order
history, order
status, payment
history, payment
status
I. Understand CRM - Definitions
Interaction Management
Customer Service
Customer/Account Data
Analytics
Legacy Integration
Service
Customer
Sales
Marketing
Call Center Mgt.
Integrated Account Info.
Cust. Service Automation
• Automating tasks
to respond
quicker to
customer calls.
• Customer selfservice via web.
• E-Mail response
system.
I. Understand CRM - Definitions
Interaction Management
Customer Service
Customer/Account Data
Analytics
Legacy Integration
Service
Customer
Sales
Marketing
Call Center Mgt.
Integrated Account Info.
Cust. Service Automation
Knowledge Management
• Capture, store
and retrieve
information (How
to solve different
problems)
• Keyword
searches to find
problem and
solution
• FAQ Online
“Put your customers first by giving them information when and how they want it”
I. Understand CRM - Definitions
Interaction Management
Interaction Management
Customer/Account Data
Legacy Integration
Service
Customer
Sales
Marketing
Multi-Media Mgt Tool
Analytics
“Manage all contact with your customer”
• Captures
correspondences
from web, phone,
e-mail and faxes.
• Stores all types
of media in a
single repository
for all to access.
I. Understand CRM - Definitions
Legacy Integration
Interaction Management
Customer/Account Data
Legacy Integration
Service
Customer
Sales
Marketing
System Integration
Analytics
“Integrate customer data from all systems”
• Interface backend data with
front-end
systems
• Interface frontend system data
to back-end
• Challenge is data
synchronization.
Customer / Account Data
Interaction Management
• Marketing Data
Collected data of all
customer interactions
• Sales Data
• Cust. Svc Data
Customer/Account Data
Legacy Integration
Service
Customer
Sales
Marketing
• Operational Data
• Data Warehouse
• Clean data
• Data Integration
provides 360
view
Analytics
“Data warehouse is the nucleus for all data sent to Marketing, Sales, and Customer Service”
I. Understand CRM - Definitions
Analytics
Interaction Management
Customer/Account Data
• Reporting tool
used to query
customer data
(operational or
warehoused)
Legacy Integration
Service
Customer
Sales
Marketing
Understand customer
behaviors and trends
• Determine what
behaviors or
trends you are
trying to detect
• Analytics range
from standard
queries to
statistical
analysis to
predictive
modeling
Analytics
“Turn analysis into action”
• Dependent on
clean, reliable
data
I. Understand CRM - Benefits
 Increased Revenue
 Improve Customer Retention
 Attract New Customers
 Up Sell – Cross Sell
 Decreased Costs
 Automate Tasks
 Improve Campaign Efficiency
 Improve Forecast Accuracy and Timeliness
 Intangibles





Increase Customer Satisfaction
Improve Product and Pricing Models
Increase Knowledge Retention
Differentiate yourself in the Marketplace
Increase your Understanding of your Customers
I. Understand CRM – More about …
 www.CRMCommunity.com This site offers white
papers and research. This site also sponsors the eCRM
Online University. Additional reports available via
registration.
 www.CRMGuru.com This site offers white papers and
other research. CRM Solutions Guide and CRM Primer
available with free registration.
 www.CRMProject.com This site offers a number of free
case studies and white papers. Montgomery Research
runs the site.
 www.intelligentcrm.com Check it out and see if the
name fits! Less comprehensive than some of the other
online CRM resources.
 Bibliography: www.cgec.org
I. Understand CRM
QUESTIONS ?
II. Using CRM software
Installation of SugarCRM software
Reading documentation about it
http://www.sugarforge.org/content/documentatio
n/
http://www.sugarcrm.com/crm/university/library
Starting to use it:
http://crm.netprotect.ro
III. Create an email campaign using CRM
software
http://www.sugarcrm.com/crm/index.php?o
ption=com_university&task=file_open&tmp
l=network&name=HDI_Email_Campaign
III. Create an email campaign using CRM
software
Questions ?
Thank you !