What are CRM sub systems and their functions. How do they interact with each other and what are their benefits .

1. CRM Subsystems
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2. Basics

3. What is a Subsystem
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A major subdivision or component of an information system
consisting of information, information technology, and personnel
that perform one or more specific functions.
➢ Each subsystem can run unique operations.
➢ All work is executed through Subsystems often as a part of an
overall system.
➢ Can be scaled up to accommodate increasing number of users .

4. CRM
The Functions & Subsystems
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➢Sales
➢Marketing
➢Service

5. Marketing Automation Subsystem
Scope

6. Marketing Automation Subsystem
Key Functions

7. Marketing Automation
Why use it
Helps identify potential customers, automating the
process of nurturing those leads to sales-readiness.
Allows effective targeting of customers with automated
marketing messages across channels including email,
websites, social media and text
Can automate repetitive tasks such as email marketing,
social media posting, and even ad campaigns
Also provides a more personalized experience for the
customers.

8. Marketing Automation
In Action

9. Marketing Automation
Campaign Planning Process

10. Marketing Automation
Key Features
• Opt in / Permissions based
marketing
• Lead Management
• Campaign Planning &
execution
• Response Management
• Email Campaigns
• Social Marketing
• Real Time Alerts
• Trigger Responses
• Customized Templates
• Personalized Messaging
• Personalized workflows - helps
drive qualified prospects to
helpful content, resulting in
warm leads

11. Marketing Automation
Impact
• Streamlined processes- reduce customer effort at every stage of the
journey
• Build custom landing pages
• Integrated data and analytics for efficiency- Generate better leads.
• Events & Promotions Management
• Loyalty & retention Programmes

12. Marketing Automation
Demo- Marketo

13. Marketing Automation
Advantages
• Nurturing leads.
• Personalizing the customer
journey.
• Better data for smarter decisions.
• Get sales and marketing on the
same page.
• Build a 360-degree view of your
customers.
• Enables one to one marketing &
Personalisation
• Faster Marketing Campaign
Cycles
• Marketing Budget optimization
• Cross selling & Upselling
• Reduce Campaign overheads
• Increased Response Rate
• Customer retention
• Behavior Prediction
• Customer Lifetime Value &
profitability assessment

14. Marketing Automation
Facilitating Multi Channel Marketing

15. Sales Force Automation
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16. CRM
The Sales Process
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17. CRM
B2B Sales in Real Life
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18. CRM
Sales Force Automation – MS Dynamics
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19. CRM
Sales Force Automation – FMCG
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20. CRM
Sales Force Automation
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Using Integrated Software
to automate Business
Tasks .e.g.
- Inventory
- Calendar
- Forecasting
- Lead Management

21. Sales Force Automation
SugarCRM Demo
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22. Sales Force Automation
Key Components
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SFA
Customer Information
Management
Storage of Customer
data
Enabling access
Lead Management
Tracks customers,
contacts, forecasting,
activities, sales history
and analytics.

23. Sales Force Automation
Features
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Customer Data management
Basic individual demographic data , Preferences , decision making status , records
of previous interactions , enables continuity of interactions
Account Management
Organisational level data , maps various individuals connected with one client
account, their interactions, opportunities in that account.
Opportunity Management
aligned to Account and Contacts . Captures interactions , specific opportunity
details, the sales person/ team working on it, potential of closing the opportunity,
the stage the opportunity is in, competitive position and final outcomes.

24. Sales Force Automation
Features-Lead management
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Lead management
Subset of opportunity management . Explores lead and qualifies it. Enables collation of leads from
various sources and routing them to appropriate sales team member based on rules.

25. Sales Force Automation
Lead Management
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26. Sales Force Automation
Features
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Pipeline Management
Captures the status of the various leads and opportunities through the Organisation’s
sales processes.
Sales Forecasting
Predicting revenue inflows based on pipeline, prospect and deals closed.
Reporting Tools
Enable real time updates , customized as per requirements . Often Web enabled for
easy access. Collates and reports data pulled in from various sources viz Finance ,
Customer data repository , SFA applications etc. to deliver unified reports.

27. Sales Force Automation
Features
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Knowledge management Tools
Allows individuals to access the organisational knowledge bank and data built over
time by the Organisation , thus enabling a better understanding by the sales person..
Workflow Management
Standard processes designed for faster customer onboarding and fulfillment while
implementing a standardized procedure throughout the organisation.
Proposal & Quote Management
Enables Proposal creation and quotes to be pitched to the customers. Tracks
Proposal evolution, pitch and quote status etc.

28. Sales Force Automation
Features
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Territory Management
Facilitates creation of sales territories on the basis of data, evaluate their
performance and modify them as required in an evolving scenario.
Billing & Order tracking
Customer orders , invoicing & payments
Enabling Mobility
Helps Sales Team easily complete the Task & Work on the Go

29. Sales Force Automation
Features
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Enables Integration
With Other Service & Marketing modules
Competitor Management
Create a repository of information learned about the competition on the Competitors
form in order to develop trend analysis as to what types of opportunities are won and
lost.

30. Sales Force Automation
Workflow Management e.g- FMCG
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31. Sales Force Automation
Benefits
Boost Sales
Productivity.
Increase sales
efficiency
Drive higher
user adoption
Customer
Care enabler
Discover
Opportunities
Reduce Response
Time
Data collection &
records
Minimizes
Human error
Team
Management

32. Sales Force Automation
Advantages
Cost
reduction
Improved Sales
Processes
Customer data
& Single view
Added sales
channels
Sales force
mobility
Increased
loyalty
Offer guided,
relevant
recommendations

33. Sales Force Automation
Disadvantages
Steep learning
curve Expense involved
Time
consuming
exercise
Data Loss Risk
Loss of
Personal
touch
Needs Orgn Systems
& Processes

34. Sales Force Automation
Difference Between SFA & CRM

35. Sales Force Automation
Lead Management & Direct Sales Process- Pega demo

36. Service Automation
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37. Service Automation
Definition
The Process that works as a supporting system for the employees to achieve their work related objectives

38. Customer Service
What do they do

39. Service Automation
Key Components
✓Contact Management
✓Contact Information centers
✓Contact Centers
✓Help Desks
✓Field Service
✓Web based Customer self service

40. Service Automation
MS Dynamics 365

41. Contact Management
Features & Benefits
• Software that allows you to
track prospect, customer, and
vendor contact information and
communication.
• Helps with Enhanced Data
Management
• Boosts Productivity
• Improves Customer Satisfaction
• Facilitates free information flow
through the organisation
• Helps develop personalized
interaction with customers
• Assembles development reports and
insights
• Cost Control

42. Contact Management
Service Process Flow
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43. Contact Management
Demo
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44. Service Automation
Customer Contact Centre Vs Customer Interaction Centre
• Mediums - In addition to Telephones , internet , text ,
email etc. are all used.
• Functionality – a CIC works with a centralized database
updated in tandem with sales & marketing teams.
• Proactive / Outbound instead of inbound .

45. Service Automation
Key Benefits
• Enhanced service processes
• Enhanced productivity.
• Improved customer experience.

46. Service Automation
Key Functionalities
Activity
management
Agent
management
Case
management
Customer
self-service
Email Response
Management System
Scheduling
Inbound
Communication
Management
Outbound
Communication
Management
Job
management

47. Service Automation
Use Case- Insurance

48. Service Automation
Key Challenges
• Lack of Real time Monitoring
• Technical issues
• Poor IVR designs
• Network dependency
• Integration issues
• Implementation issues

49. Customer Relationship Management
CEC 5 – 18 /01/2024- Group Project
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Please create a Group of 5-6 people –list to be shared with me by 10.01.2024 via CR
• Analyze any of the CRM Systems from the list below & Present your findings to the Class
• Salesforce
• CRMNext
• Oracle
• Hubspot
• MS Dynamics
• Zoho
• The analyses should be of the Salesforce module offered by these CRM Cos from the
perspective of a B2B Sales or a FMCG company.
• Time allotted 15 mins. 5 mins for Q & A. Extra marks for Class interaction .