Functionality of CRM Software

Definition of CRM Objectives of CRM Functionality of CRM Software - Overview Functionality of CRM Software - Examples

Definition of CRM
Customer Relationship Management (CRM)

is aims at by

a customer-focused business strategy maximizing profit by increasing customer retention and value 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)

Definition of CRM
Operational versus Analytical CRM

Operational 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

Analytical CRM 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

Objectives of CRM
Engage Transact Fulfil Service
major objective of CRM minor objective of CRM
increase margin by comparing current customers with market potential, strategical selection of customers reduce customer churn rate by identification of customers which are likely to quit

Analytical 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)

Operational CRM

cost savings by cross-functional integration of processes and process support cost savings by deeper integration of communication with customers with company-internal processes Source: Nienhaus, J., Steinmann, S., Ben-Artzy, A., Die richtige CRM Software finden, new management, Nr. 04/2002, S. 64-69
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Functionality of CRM Software - Overview

Task
is documented in has to fulfil WWW, Visit, Call

Document

Activity
takes part in Letter, E-Mail, Fax contains takes part in has

Product
Sales Opportunity, Support Enquiry

Employee or Team
organizes

is responsible for

Customer

Mailing
contains Brochure, Gift, Publication

receives

takes part in

Event
organizes

Functionality of CRM Software - Overview

covered by % of CRM Systems Employee Teams Responsibility for Customers Company Responsibility for Customers Employee (Combined Contact) Responsibility for Activities (Tasks and To-dos) 80% 60% 20% 100% 10 24 for details see page(s)

Customer Contacts Contact History Notes on Contacts Relationship Contacts <-> Internal Units Group Structure Chart (by geography, by legal structure) 100% 20% 100% 20% 20% 9 11, 18

Functionality of CRM Software - Overview

CRM Functionality covered by CMS
Product List of Products owned by Customer Configuration of Product Sales Opportunities Sales Pipeline Sales Forecasting Activity History of Activities per Contact Notes on Activities Events Marketing Campaigns Mailings (Distribution of Gifts, Publications, et cetera) 60% 80% 100% 60% 100% 14 60% 20% 80% 40% 80% 22 16, 19 covered by % of CRM Systems for details see page(s)

Functionality of CRM Software - Overview

CRM Functionality covered by CMS
Documents Templates for Correspondence (Email, Letter, Fax) History of Documents sent to a Customer (Email, Letter, Fax) Automated Fulfillment of Literature Requests per Fax and Email Attachments to Contacts Attachments to Activities Attachments to Sales Opportunities Other Integration with Telephone (CTI, Call Center) Integration with Fax Integration with E-Mail-Client Integration with Employee Portal Integration with Customer Portal 20% 60% 80% 40% 40% 26 11, 29 12 60% 40% 60% 80% 60% 40% 15 17, 27 17 28 covered by % of CRM Systems for details see page(s)

Functionality of CMS
Partner Overview: Group Relationships
Group relationship chart

See further subsidiaries of the company See further groups the company belongs to

Group Company

Functionality of CMS
Partner Overview: Combined Contacts

Contact person at client

Contact person and division responsible for client at Swiss Re

Type of relationship reserved: contact at client is exclusively served by one contact at Swiss Re coordination needed contact at client is served by multiple employees inform/feedback: contact at Swiss Re is informed before and given feedback after activity with client

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Functionality of Onyx 2000

Employee portal: View on a Customer
Contacts external (Customers) internal (Colleagues) Searching Companies Contacts

Navigation Customers Company Primary Contact (see right) Main Address Web Sites URL

Detailed Customer Information (1:n) Sales Opportunities Support activities Service other Touches

Tasks

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Functionality of Onyx 2000

Integration of Customer Portal, Example 1: Customer RFP
Customer states interest in product

Request is routed to a Customer

manager, e-mail is placed in his inbox

Customer manager edits sales opportunity created automatically from web form

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Functionality of Onyx 2000

Integration of Customer Portal, Example 2: Web Self Help
Customer initiates support request

Support request is routed to a support

technician, e-mail is placed in his inbox

Support technician answers request and leaves a note for his colleagues: Fifth call with this error

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Functionality of Onyx 2000

Distribution Management, Example: e-Mail-Marketing
Criteria available for query, e.g.: Country Code Sales Region Market Share ... Query AND-relation among lines OR-relation among blocks

Resulting List, manually editable

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Functionality of Siebel Sales

Document Management: Attachments, View and Tab Bar concept
View bar

Tab bar

Files can be attached to Opportunities Accounts Contacts Activities

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Functionality of Siebel Sales

Sales Opportunities, Combination of Form and List View
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 to product data

Attachments to the Opportunity (Notes and Documents)

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Functionality of Siebel Sales

Correspondence: Integration with MS Word
List of recent Correspondence

Templates are created in MS Word, dragged from Explorer and dropped into Siebel Sales

Correspondence is created by picking a template and editing it with MS Word

Recipients Single (Contact/Create Correspondence) Multiple (List based on a query)

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Functionality of Sales.Oracle.com
List of Contacts
Filter list of contacts by a query based on Company he works for Department he belongs to Location of the site he works at Responsibility Decision Maker or not etc. Filters can be saved for later use

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) Calendar entries Information on Companies (Hoovers)

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Functionality of Sales.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 updated frequently can be changed in list as well as in form view (this is list view, for form view see next page)

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Functionality of Sales.Oracle.com
Details of Sales Opportunities (Screen 1 of 2)

Opportunities based on Products instead of Product Categories only are planned Links to Attachments and ToDos associated to the Opportunity

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Functionality of Sales.Oracle.com
Details of Sales Opportunities (Screen 2 of 2)
Indicator for progress in the Sales Process (10 means won)

Contact(s) at Client who are involved in the 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 responsible for the opportunity

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Functionality of Sales.Oracle.com
Sales Forecast

Sales Group Managers Worst-, Expected and Best-Case Forecast based on weighted and total opportunities

Sum of possible revenue from opportunities and weighted sum (revenue multiplied by probability)

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Functionality of Goldmine 5.5

User Interface: Customizable Toolbar Sets

Basic

Standard

Advanced

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Functionality of Goldmine 5.5

Work basket: Classification of Tasks
Display subsets of Activities tasks to do tasks completed e-Mails phone calls events

All tasks (Open Activities): e-Mails to write phone calls to make sales to forecast Files can be attached 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)

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Functionality of Goldmine 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 (Wizard similar to CMS)

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Functionality of Goldmine 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 further applications (Lotus Notes, MS Outlook)

Option : Contacts, e-Mails, tasks, calendar and folder structure is synchronized with MS Outlook: Everything available there is also available in Goldmine and vice versa

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Functionality of Goldmine 5.5

e-Mail Communication: e-Mail Templates
Current Contact

e-Mail template is created

Contact (and Contact Manager) information is merged with e-Mail template

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Functionality of Goldmine 5.5

Literature Fulfillment: Automation of Literature Shipping
Current Contact

Literature Fulfillment Center: list of available literature history of literature that has been sent

Sending literature to a contact or a group of contacts by mail or by fax is scheduled

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Functionality of Peoplesoft 8 CRM

Employee Portal (Screen 1 of 3): High Density of Information
Current Contact

Employees can customize content and layout Individual WorkList (Todos created by employee) and Outbound Todos (part of workflow)

Search for clients

Information on employees compensation (payroll, health care, expenses)

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Functionality of Peoplesoft 8 CRM

Employee Portal (Screen 2 of 3): Recent Customer Activities
General activities, information on contact at client involved date of activity its type (phone call, mail, email, web form) subject

Products sold to Client

Support Cases, current status of case (new, open, completed) Request for Manufacturing Authorization (RMA) Managing Product returns
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Functionality of Peoplesoft 8 CRM

Employee Portal (Screen 3 of 3): Opportunity Pipeline and Lead Overview

Three hottest leads assigned to employee

Possible revenue from Sales Opportunities in Pipeline, classified by Sales Stage

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Questions?

Visit our Website: http://www.lim.ethz.ch/crm Contact us: Jrg Nienhaus, Joerg.Nienhaus@ethz.ch, +41-1-6320523 Dr. Adrian Specker, Adrian.Specker@ethz.ch, +41-1-6320529

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