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Functionality of CRM Software
Definition of CRM
Objectives of CRM
Functionality of CRM Software - Overview
Functionality of CRM Software - Examples
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Definition of CRM
Customer Relationship Management (CRM)
is a customer-focused business strategy
aims at maximizing profit by increasing customer retention and value
by viewing selling not as a one-time transaction, but
as a long-term, relationship-driven, cross-functional task
targeted and individual communication with the customer
customer-centric business processes supported by CRM Software
(for company-wide integration of customer data)
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Definition of CRM
Operational versus Analytical CRM
Operational CRM Analytical CRM
Software Support for business processes
that include customer contact
Workflow Management
provides employees with the
customer-related data he needs
integrates with MS Office, E-Mail-Client,
Legacy System, Document Management
documents activities with customers
Analysis of customer-related data
(gathered by Operational CRM)
Segmentation of Customers
targeted Communication with customers,
identifying:
Cross- and Up-Selling Potential
Customers likely to quit
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Objectives of CRM
Engage Transact ServiceFulfil
increase margin by comparing current customers with
market potential, strategical selection of customers
major objective
ofCRM
reduce customer churn rate by identification of
customers which are likely to quitminor objective
ofCRMAnalytical
CRM
increase sales per customer by cross- and up-selling
higher customer satisfaction by Relationship Management
targeted to customer groups or on a one to one basis
higher customer satisfaction by improved quality of
contacts (process reliability, availability of information
on customer)
cost savings by cross-functional integration ofprocesses and process support
OperationalCRM
Source:
Nienhaus, J., Steinmann, S., Ben-Artzy, A.,
Die richtige CRM Software finden,
new management, Nr. 04/2002, S. 64-69
cost savings by deeper integration of communication
with customers with company-internal processes
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Functionality of CRM Software - Overview
ProductSales Opportunity,
Support Enquiry
WWW,
Visit, Call
ActivityLetter, E-Mail,
Fax
Employeeor Team
Document
Customer
Mailing
contains Brochure,Gift, Publication
Task
Event
takes part in has
takes part inreceives
takes part in
is documented in
contains
organizes
organizes
has to fulfil
is responsible for
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Functionality of CRM Software - Overview
covered by %ofCRM Systems
for detailssee page(s)
Employee
Teams 80%
Responsibility for Customers Company 60%
Responsibility for Customers Employee (Combined Contact) 20% 10
Responsibility for Activities (Tasks and To-dos) 100% 24
Contacts 100% 11,18Customer
Contact History 20%
Notes on Contacts 100%
Relationship Contacts Internal Units 20%
Group Structure Chart (by geography, by legal structure) 20% 9
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Functionality of CRM Software - Overview
CRM Functionality covered by CMScovered by %ofCRM Systems
for detailssee page(s)
Product
List of Products owned by Customer 60%
Configuration of Product 20%
Sales Opportunities 80% 16,19
Sales Pipeline 40%
Sales Forecasting 80% 22
ActivityHistory of Activities per Contact 60%
Notes on Activities 80%
Events 100%
Marketing Campaigns 60%
Mailings (Distribution of Gifts, Publications, et cetera) 100% 14
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Functionality of CRM Software - Overview
CRM Functionality covered by CMScovered by %ofCRM Systems
Integration with Telephone (CTI, Call Center) 20%
Other
Integration with Fax 60%
Integration with E-Mail-Client 80% 26Integration with Employee Portal 40% 11,29
for detailssee page(s)
Integration with Customer Portal 40% 12
Documents
Templates for Correspondence (Email, Letter, Fax) 60% 17,27
History of Documents sent to a Customer (Email, Letter, Fax) 40% 17
Automated Fulfillment of Literature Requests per Fax and Email 60% 28
Attachments to Contacts 80%
Attachments to Activities 60%
Attachments to Sales Opportunities 40% 15
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Functionality of CMS
Partner Overview: Group Relationships
Group relationship
chart
See further subsidiariesof the company
See further groups the
company belongs to
Group
Company
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Functionality of CMS
Partner Overview: Combined Contacts
Type of relationship
reserved: contact at client
is exclusively served byone contact at Swiss Re
coordination needed
contact at client is served
by multiple employees
inform/feedback: contact
at Swiss Re is informedbefore and given feedback
after activity with client
Contact person anddivision responsible
for client at Swiss Re
Contact person atclient
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Functionality ofOnyx 2000
Employee portal: View on a Customer
Customers Company
Primary Contact
(see right)
Main Address
Web Sites URL
Navigation
Detailed Customer Information (1:n)
Sales Opportunities
Service Support activities
other Touches
Tasks
Contacts
external
(Customers)
internal
(Colleagues)
Searching
Companies
Contacts
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Functionality ofOnyx 2000
Integration of Customer Portal, Example 1: Customer RFP
Customer states
interest in product
Customer manager edits
sales opportunity createdautomatically from web form
Request is routed to a Customermanager, e-mail is placed in his inbox
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Functionality ofOnyx 2000
Integration of Customer Portal, Example 2: Web Self Help
Support technician answers request
and leaves a note for his colleagues:Fifth call with this error
Customer initiates
support request
Support request is routed to a supporttechnician, e-mail is placed in his inbox
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Functionality ofOnyx 2000
Distribution Management, Example: e-Mail-Marketing
Resulting List,
manually editable
Query
AND-relation
among lines
OR-relationamong blocks
Criteria available
for query, e.g.:
Country Code
Sales Region Market Share
...
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Functionality ofSiebel Sales
Document Management: Attachments, View and Tab Bar concept
Files can be
attached to
Opportunities
Accounts
Contacts Activities
View bar
Tab bar
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Functionality ofSiebel Sales
Sales Opportunities, Combination of Form and List View
Attachments to the
Opportunity (Notesand Documents)
Detailed form
view on one
Opportunity:
Name
Description
Sales Stage
Account
(Group)
Revenue
Close Date
Probability
Revenue and
Probability can be
used for sales
forecasting
No interface toproduct data
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Functionality ofSiebel Sales
Correspondence: Integration with MS Word
Templates arecreated in MS
Word, dragged
from Explorer and
dropped into
Siebel Sales
Recipients Single (Contact/Create Correspondence)
Multiple (List based on a query)
List of recent
Correspondence
Correspondence
is created by
picking a tem-
plate and editing
it with MS Word
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Functionality ofSales.Oracle.com
List of Contacts
Clicking a hyperlink leads to
detailed information about:
Contact
Customer
Site the Contact is working at
(route planner & road map is
planned)
Quick search for
Opportunities
Customers
(Company)
Contacts
(Person)
Calendarentries
Information on
Companies
(Hoovers)
Filter list of con-
tacts by a query
based on
Company he
works for Department he
belongs to
Location of the
site he works at
Responsibility
Decision Makeror not
etc.
Filters can be
saved for later use
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Functionality ofSales.Oracle.com
List of Sales Opportunities
Description of
Opportunity and
its stage in Sales
Process, data
necessary for
forecasting (win
probability, close
date, possible
revenue)
Data needing to
be updatedfrequently can be
changed in list
as well as in
form view
(this is list view,
for form view seenext page)
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Functionality ofSales.Oracle.com
Details of Sales Opportunities (Screen 1 of 2)
Opportunities based
on Products instead of
Product Categories
only are plannedLinks to Attachments
and ToDos associatedto the Opportunity
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Functionality ofSales.Oracle.com
Details of Sales Opportunities (Screen 2 of 2)
Contact(s) at Client
who are involved inthe opportunity can be
chosen from global
Contact database or
are entered manually
Members of the
Sales Team working
on the opportunity
can leave notes for
each other
Sales Team res-
ponsible for the
opportunity
Indicator for progress
in the Sales Process
(10 means won)
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Functionality ofSales.Oracle.com
Sales Forecast
Sum of possible revenue
from opportunities andweighted sum (revenue
multiplied by probability)
Sales Group Managers
Worst-, Expected and
Best-Case Forecast
based on weighted and
total opportunities
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Functionality ofGoldmine 5.5
User Interface: Customizable Toolbar Sets
Basic
Standard
Advanced
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Functionality ofGoldmine 5.5
Work basket: Classification of Tasks
All tasks (Open
Activities):
e-Mails to write phone calls to
make
sales to forecast
Files can be at-
tached to activities
depending on their
type (e.g. e-Mails,
literature requests)
Right-Click-Menu:
Choose Date Range of Activities
shown (e.g.: all, today, this week,
next seven days)
Display subsets of
Activities
tasks to do
tasks completed
e-Mails
phone calls
events
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Functionality ofGoldmine 5.5
List Management: Integration with Contact Management
Contact Context:
Multiple Contacts
can be selected by
holding CTRL
down.
Selection can be
added to a list
(group in terms of
Goldmine) by
Group Building
Wizard (Wizardsimilar to CMS)
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Functionality ofGoldmine 5.5
e-Mail Communication: Integration with e-Mail-Clients
Option :
Reading e-Mails on Server by IMAP-Protocol:
e-Mails are left on Server for use in furtherapplications (Lotus Notes, MS Outlook)
Option:
Contacts, e-Mails, tasks, calendar and folder
structure is synchronized with MS Outlook:
Everything available there is also available inGoldmine and vice versa
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Functionality ofGoldmine 5.5
e-Mail Communication: e-Mail Templates
e-Mail template is
created
Current Contact
Contact (and
Contact Manager)
information is
merged with
e-Mail template
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Functionality ofGoldmine 5.5
Literature Fulfillment: Automation of Literature Shipping
Sending literature to a
contact or a group ofcontacts by mail or by
fax is scheduled
Current Contact
Literature
Fulfillment Center: list of available
literature
history of
literature that
has been sent
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Functionality ofPeoplesoft 8 CRM
Employee Portal (Screen 1 of 3): High Density of Information
Current Contact
Employees can
customize content
and layout
Search for clientsIndividual WorkList
(Todos created by
employee) and
Outbound Todos (part
of workflow)
Information on
employees
compensation
(payroll, health
care, expenses)
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Functionality ofPeoplesoft 8 CRM
Employee Portal (Screen 2 of 3): Recent Customer Activities
Products sold to Client
Request for Manufacturing
Authorization (RMA) -
Managing Product returns
General activities,
information on
contact at client
involved
date of activity its type (phone
call, mail, e-
mail, web form)
subject
Support Cases,
current status of
case (new, open,completed)
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Functionality ofPeoplesoft 8 CRM
Employee Portal (Screen 3 of 3): Opportunity Pipeline and Lead Overview
Three hottest leads
assigned to employee
Possible revenue from
Sales Opportunities inPipeline, classified by
Sales Stage
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Questions?
Visit our Website:
http://www.lim.ethz.ch/crm
Contact us:
Jrg Nienhaus, [email protected], +41-1-6320523
Dr. Adrian Specker, [email protected], +41-1-6320529
http://www.lim.ethz.ch/crmmailto:[email protected]:[email protected]:[email protected]:[email protected]://www.lim.ethz.ch/crm