CRM Architecture
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Basics of CRM applications, their architecture and comparison of various CRM products.
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CRM Architecture
- 1. Presented by: Pravin Kumar Singh
- 2. What is CRM Architecture of a CRM solution Main areas of CRM solution Each area: - Pain Points - CRM Solution - Workflow Different flavors of CRM CRM Resources Q&A
- 3. Customer Relationship Management (CRM) is a business strategy to acquire and manage the most valuable customer relationships. 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.
- 4. CRM is not just a technological solution. It is a basic business strategy and a cultural change for any organization. CRM is not embodied in Software but in attitude. The desire to please the customer has to be inherent in people first.
- 5. Customer Supplier Contact Contact Your Business Customer Supplier Contact Contact Contact Contact A Perfect World
- 6. Employee Member Kishore Noida Retail ATS Enterprises Competitor Member Customer EGL Golf Club Customer Consumers Headquarters Member Intex Customer and Customer Supplier Sansui Employee $ Spouse Mehta Associates Your Business Customer Shyam Deepa Subsidiary Buying Group Son Son Supplier Supplier Rahul Office Planet Staples 3Com Aston A Real World: Trading Community
- 7. Attract Inform Customize Analyze Transact Interact Service Deliver
- 8. Marketing Sales Sales Configuration Sales Pipeline Service Support Incidents Knowledge Base Partner Analytics
- 10. Approach 1: Application (.exe) Enterprise Data
- 11. Approach 2: Application Meta Data Enterprise Data Utility app. to change Meta-data
- 12. Approach 3: Application Meta Enterprise Data Data Production System
- 13. Approach 4: Application Meta-Meta Meta Enterprise Data Data Data Customization System Production System
- 14. Approach 5: Meta Enterprise Data Data Production System Application Business Logic Meta-Meta Meta Data Data Customization System
- 15. Thick client is Thin client can be installed locally. browser based. Thick client normally In thin client, includes/supports a business logic can be visual workflow tool written as App Server for business logic. Rules in scripts. Thick client is more Thin client can be suitable for accessing used on handheld customization devices. system.
- 16. More suitable when More suitable when users are local and users are distributed stationary. and mobile. Networking, security, These things are taken maintenance etc. are care of by CRM company’s provider. responsibility. Provides limited Provides greater customization, flexibility and however the scenario customization. is changing now.
- 17. Initial costs are high, Just a monthly including Hardware, subscription, can be system-setup and expanded training. incrementally as per Suitable for bigger need. companies with Suitable for small and complex processes. mid-sized businesses. A Third Option
- 19. Multiple customer definitions across the enterprise No support for mixed business models (B2B & B2C & B2B2C) Inability to understand relationships between customers and others (suppliers, partners, competitors, employees) Inability to track current and historical information about the customer Lack of effective Management Tools
- 21. Open “New Employee” form and fill the details System checks for Duplicate records Save Record Is duplicate? Yes No System displays a Warning message Yes Add employee? No Record is saved
- 22. Currency Employee_Quota Employee Currency_Code Quota_ID Employee_ID Currency_Name Employee_ID Name Currency_Symbol Amount Gender Decimal_Separator Currency Department_ID Digit_Grouping_Separator Work_phone EMail Expense_Period Reports_to Expense_ID Start_Date End_Date Amount Currency_ID Approved_By Opportunity_ID Marketing_Project_ID
- 23. If company is a supplier / partner, add supplier / partner details Open “New Company” form and fill the details Choose Company Type / Group Enter Add contacts that are Enter new Enter new Add new new Linked to the Opportunities Orders Alerts Activities company Enter referral / lead source Enter product interest Save Record type
- 24. Open “New Contact” form and fill the details Enter ‘Reports to’ Information Enter Enter new Add new new Contact’s Opportunities Alerts Activities No address same as Company Yes address? Type contact’s System Address and automatically phone details fills the details Save Record Enter preferred communication method
- 25. Contact Alert Company Contact_ID Alert_ID Name Company_ID Alert_Text Familiar_Name Name Contact_ID Address Address Company_ID Phone Phone Lead_ID Fax Fax Opportunity_ID Email Parent_Company_ID Valid_Until Job_Title Industry_Type Competitor_ID Company_ID Referred_by_ID Currency_ID Annual_Revenue Currency Met_In_Person Currency_ID When_Met Credit_Limit Currency_Code Where_Met Credit_Rating Currency_Name Birthday Time_Zone Currency_Symbol Smokes Payment_Terms Decimal_Separator Married Digit_Grouping_Separator Children Works_Out_Of_Office Time_Zone
- 27. Inability to document ROI Inability to target the right customer at the right time Inability to execute across multiple channels Inability to manage campaigns in real time
- 28. Check Notify Check Entered in Territory Sales Call CRM database Rep. Status Website Internal Process Remind Sales Rep. Trade show Call Prospect No Call Alert Customer / Prospect Sales Mgr. Day 1 Day 3 Day 30 Referral Thank You 2nd Auto 3rd Auto Email Email Email Repeat Customer
- 31. Lack of visibility to accurate/current pipeline Inability to create national/global forecasts Inability to manage opportunities across channels Inability to view information from across the enterprise
- 32. Take Leads obtained by Marketing campaigns Ship Order Generate Invoice Contact Leads and understand their requirements Insufficient inventory Configure sales Confirm order package and present fulfillment Quote Check Wait for Inventory Inventory Customer places order Take Feedback Check credit Credit approved Contact Credit not customer approved
- 33. Sales Configuration Products and Pricing Terms and Conditions Sales Pipeline Leads Opportunities Quotes Orders Sales Analysis
- 35. Service Organization perceived as a cost of doing business. Customers can’t opt for self-service Lack of consistency and capability among channels Inability to leverage internal knowledge sources Inability to view/act on the entire customer relationship
- 36. Track Contractual New Support Limit Contract Work on Incident Non- (Complete Support Steps) Register Billable billable Hours Hours Refer to Entitlement Continue Knowledge valid work on Base Entitlement Incident not valid Escalate Send Incident Email Purchase Create Resolve Incident Support Support Contract Contract Close Incident Not willing to Cancel purchase contract Incident
- 38. Company CRM Features Company Strengths Cost Maximiser Sales, Marketing, Customer •Pre-built Industry-specific Solutions Starting at Service & Support, Outlook •Web-base Access to Data $599 for a 5 Suited For: Small,Integration, Business •Completely integrated sales and support User Pack Mid-size Intelligence, Wireless Access, management solution Companies Partner Management •Low Cost On-premise CRM for small and medium business Salesforce.com Sales force Automation, •Sales force automation Starting at $65 Marketing Automation, •Ease of use per user per Suited For: Small,Document Management, •Intuitive interfaces month Mid-size, Large Contract Management, •Established status Companies Customer Service & Support, •Flexible customization Analytics, Mobile CRM, •Integration and extensibility AppExchange Microsoft Opportunity management, •Highly customizable CRM application / N/A Sales process management, platform Suited For: Small,Quotes, Order management, •Familiar Microsoft Outlook-like user interface Mid-size, Large Sales force management, •Robust reporting engine for sharing between Companies Email / Direct Marketing, users in a variety of formats, including Excel, Case / Service management, HTML, PDF, XML and CSV. Email Response engagement, •Attractive pricing model for small and medium E-mail management, business Searchable knowledge base, Marketing campaign management
- 39. Company CRM Features Company Strengths Cost Onyx Marketing Automation, Sales •Core competency lies in automating multiple N/A Force Automation, Service / areas like sales, marketing and service Suited For: Support Management, •Known for ease of use and great customer Mid-size, Large Contact Center, Partner service Companies Relationship Management, •Initial focus was in the SMB space but now Customer Performance also serving many large enterprises Management, Customer •Provides industry-specific solutions for a Process Management number of industries Aplicor Sales Force Automation, •Focused on serving mid-market and large Starting at $89 Marketing Management, organizations per user per Suited For: Customer Service, Project •Offers complete suite of CRM solutions month Mid-size, Large Office, Offline Edition, including sales, marketing, and service Companies Reporting & Analysis •Specializes in providing hosted CRM service •Named CRM Product of the year by Technology Marketing Corporation (TMC) and Customer Inter@action Solutions® magazine Pivotal Sales, Marketing, Service, •Focused on serving mid-enterprise CRM N/A Partner Management, Market Suited For: Analytics, Mobile CRM •Core competency lies in automating multiple Mid-size, Large areas like sales, marketing and service Companies •Public Company - Safe Buy •Provides industry-specific solutions for a number of industries
- 40. Customer Relationship Management by Kristin Anderson and Carol Kerr (McGraw-Hill, ISBN 0-07-137954-1) Marketing Straight to the Heart by Barry Feig (Amacom, ISBN 0-8144-0355-7) Handbook of CRM by Adrian Payne (Elsevier, ISBN 10: 07506-66437-1) http://whitepapers.techrepublic.com (CRM Basics) http://whitepapers.zdnet.com (CRM Basics) http://www.crmblogger.com (some interesting blogs on CRM) http://www.freecrm.com (a free hosted CRM service) http://www.comparecrm.com (comparison of different CRM products)
- 41. Q&A
Editor's Notes
- Today we are here to learn about CRM. We will look at what CRM actually is, what are the main areas it is divided into, we will break down each of the pieces of CRM to let you have an understanding of what you should be thinking about when you are thinking CRM.
- The agenda today will take us through a number of areas: We will start by taking a quick look at what CRM is. We will take a look at a complete CRM process. Then we will break CRM down into its pieces and parts and look at each piece and how it fits into an overall CRM strategy. We will finish with a few resources where you can get additional information on the subject.
- Customer relationship management (CRM) moves a company from a product-centric focus to a customer-centric focus. CRM is a business strategy that aims to understand, anticipate, and manage the needs of an organization’s most important asset, its customers. CRM is software coupled with traditional marketing, sales, and support methods that are used to retain and improve customer loyalty. The goal is to build a focused relationship with each customer based on their unique needs and a company’s ability to satisfy those needs while improving customer satisfaction levels.
- This is not a chart of accounts, this is not a payroll run. This is about customers, and in so, it affects every aspect of the business culture. The big question often asked is "What's the secret to doing CRM right?" It boils down to one thing: Leadership. The Big Boss sets the example, defines the culture, and gives countless clues about what's important, and what isn't. CRM may currently be viewed as a "nice to have" strategy or, worse, just another automation project for the IT department. But the tide of global competition is coming in, industry by industry, all around the world. These days, competitive products and pricing is almost a given. As a mathematics professors would say, it's a "necessary but not sufficient condition" for business survival. So if you think CRM is just some management fad or the latest trick of enterprise software vendors, think again. This shift from scarce products to scarce customers means that, sooner or later, CRM will be a necessity. True leaders won't wait to act until the competitive waters are neck deep.
- These days, competitive products and pricing is almost a given. As a mathematics professors would say, it's a "necessary but not sufficient condition" for business survival. So how do you differentiate yourself from competitors? CRM is the way. The shift from scarce products to scarce customers means that, sooner or later, CRM will be a necessity. In a hypothetical perfect world, you have no competitor and there is a one-to-one relationship between you and your suppliers, customers etc. Your suppliers sell only to you and your customers buy only from you. Moreover, they don’t know each other.
- But in real world, thing are a lot more complicated. Your customers have many options apart from you. Sometimes your supplier and customer is the same firm, i.e. you sell something to him and buy something else from him. Like in this example: Your Business has a subsidiary called Aston Sansui is your Customer that sell to final consumers Shyam is an employee with Sansui. Shyam is also your customer. He is married to Deepa and they have a son Rahul. Intex is your Customer and Supplier. Intex Headquarters is Noida, and sell your products to Retail. Intex have the same Legal Firm Mehta Associates as your subsidiary Astom. Isn’t that interesting? You buy Office Supplies from Office Planet, a Buying Group. Office Planet buys from 3Com and Staples. ATS is your competitor. Sansui buys also from ATS. Shyam is a member of EGL Golf Club. Kishore, an employee with your competitor plays golf at EGL with Shyam, the employee of your customer Sansui. They also play with a customer of Sansui. Isn’t that interesting ?
- Purpose of the slide is to drive home business processes. This is a full customer lifecycle. Start with attract, work clockwise around cycle. Key message is that this is how companies do business. They attract customers, sell to customers, service customers and decide which customers to keep.
- What is your business model? Is your staff local and stationary, or distributed and mobile, or some combination? Do you have a staff that needs to trade large chunks of data with each other on a regular basis? Can you use off-the-shelf functionality or do you need specific customization? Do you have back office systems that need to be integrated with new front office functionality? Do you have a cutting-edge IT staff? Can they handle more workload or do you need to add more people if you buy a CRM package? Is the staff open to change? Do you have access to training? What is your budget? These are but a few of the questions you need to answer before deciding on a CRM solution for your company.
- Initial costs are lower for a hosted system but ROI analysis show that the costs start to equalize between the two systems during the third year of service and then favor the non-hosted system thereafter. More recently, a new option, host-to-buy, has been presented by some vendors, such as Microsoft, with its CRM offering. In this scenario, at some point in the future, the customer moves from a subscription service to an in-house configuration, with some or all of the fees paid for the hosted solution being applied towards an in-house licensing agreement.
- What is a customer? - An entity that you do business with (Pretty Standard definition) - An entity that you may do business with (A prospect is just a customer who hasn’t bought yet) - An entity using your products (Customers who buy from other sources) Remember that the first word in CRM is Customer
- Of the pain points that exist, the first is most important. ROI is a challenge that Marketing professionals face daily. ROI needs to be proved to multiple levels of an organization. from Finance to Sales to the Executive board. Also we need the ability to get the right customer at the right time with the right message.
- Campaign Management Campaign management track, manages, and monitors all marketing efforts for direct mail, telemarketing, print publications, customer service, point of sale, email, and the Web. It allows businesses to easily set up and manage multi-channel campaigns, while providing real time ROI and performance reports to pinpoint problems or spot new opportunities. For example, Campaign Management methodologies can track the effectiveness of an email campaign by seeing how many emails were sent, how many were read, and then provide metrics that can help guide future efforts. Marketing Automation Marketing automation allows a company to monitor overall company performance of marketing programs and activities. It focuses on the definition, scheduling, and tracking of all marketing activities, and provides analytics and reporting on Web campaigns. It includes the identification of target markets, advertising delivery, budget definition, results analysis, and other related activities. Specific tasks tackled by marketing automation programs include: Lead Management, Campaign Management, Data Mining, and Intelligent Marketing Assistance, and more.
- Why do people look at SFA? It comes down to a fundamental lack of actionable information. If you look at the pain points, they all revolve around information.
- Lead Management Managing leads effectively and optimizing lead flow across sales and marketing are critical to sales success. With Lead Management, companies can track prospect inquiries and route qualified leads to the right people so sales reps get instant access to the latest prospects and leads are never dropped or lost. Opportunity Management Helps close deals faster by providing a single place for updating deal information, tracking opportunity milestones, and recording all opportunity-related interactions, making it easier for managers to monitor sales pipelines. Order Management Order Management enables companies to streamline and automate the entire sales order management process, from order promising and order capture to transportation and shipment.
- Ask your customers how they are positioning service as a strategic competitive advantage. In today’s world of product homogenization, you need to stand out. Service is the way to do it. Service can impact customer loyalty. Service can drive product innovation.
- Knowledge Management Knowledge management is a business process that leverages a firm’s intellectual assets. It enables customer service and help desk organizations to access and deliver answers via phone, email, or the Web. It manages an organization’s knowledge base of customer data so information is easily available to phone agents. Contract Management Contract Management solutions help ease contract creation and the negotiation process by providing a comprehensive library of templates containing standard pre-approved clauses and business terms, such as product, pricing, and benefit information that can be accessed quickly. Contract Management provides a complete process for presenting contract versions online or offline to external parties, capturing the ongoing dialog, tracking modifications, and comparing language across contract iterations. In general, a Contract Management solution will provide directory services, contract information, transaction information and compliance workflows.