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Customer Relationship

Customer Relationship

Management (CRM)

Management (CRM)

Dr A.

Dr A.

Albadvi

Albadvi

Asst. Prof. Of IT

Asst. Prof. Of IT

Tarbiat

Tarbiat ModarresModarres UniversityUniversity

Information Technology Engineering Dept. Information Technology Engineering Dept.

Affiliate of

Affiliate of SharifSharif University of TechnologyUniversity of Technology School of Management & Economics School of Management & Economics

Sept. 2003 Sept. 2003 WWW.albadvi.net WWW.albadvi.net

(2)

Session#3: Agenda

Session#3: Agenda

CRM Solution Categories

CRM Solution Categories

CRM Solution Leaders & CRM Vendors

CRM Solution Leaders & CRM Vendors

CRM Structures

CRM Structures

CRM Solution Functionalities

CRM Solution Functionalities

CRM Solution for Medium to Large Enterprise

CRM Solution for Medium to Large Enterprise

CRM Solution for Small to Medium

CRM Solution for Small to Medium-

-

size

size

Enterprise

(3)

2003 A. 2003 A. AlbadviAlbadvi

CRM Solution Categories

CRM Solution Categories

„ „

Operational CRM

Operational CRM

Customer

Customer--facing applications that integrate the front, facing applications that integrate the front, back and mobile offices, including sales

back and mobile offices, including sales--force automation, force automation, enterprise marketing automation, and customer service enterprise marketing automation, and customer service and support

and support

„

„

Analytical CRM

Analytical CRM

Applications that analyze customer data generated by Applications that analyze customer data generated by operational tools for the purpose of business

operational tools for the purpose of business performance management.

performance management.

„

„

Collaborative/communicational CRM

Collaborative/communicational CRM

Collaborative services such as personalized publishing, Collaborative services such as personalized publishing, e

e--mail, communities, conferencing, and webmail, communities, conferencing, and web--enabled enabled customer interaction centers that facilitate interactions customer interaction centers that facilitate interactions between customers and businesses. Collaborative CRM between customers and businesses. Collaborative CRM is used to establish the lifetime value of customers

is used to establish the lifetime value of customers beyond the transaction by creating a partnering beyond the transaction by creating a partnering relationship

(4)

Comm unic atio nal CRM Analytical CRM Operatio na l CRM Personal Contact Internet Email Mailings Telephone WAP TV/Radio

Customer Interaction Center

Marketing Automation Sales Automation Service Automation

Front

Office

Data Mining OLAP Customer Data Warehouse

Back

Office

Supply Chain Management ERP Computer Integrated Manufacturing

…..

CRM Solution Structure

(5)

2003 A.

2003 A. AlbadviAlbadvi

Major CRM Vendors

Major CRM Vendors

(6)

Product Review:

Product Review:

Comparison

Comparison

9 9 Marketing Management 9 9 9 9 9 CRM with mySAP.com SAP 9 9 9 9 9 9 9 9 Siebel ebusiness solutions Siebel System 9 9 9 9 9 9 9 Vantive Enterprise People Soft 9 9 9 9 9 9 9 Oracle E-Business Suite/CRM Oracle Brand Manage men t An a lys is ERP Custo m er Ser v ice & Support Marketing Au to m a tio n Partner Collab o rat ion Field Ser v ices W e b & F iel d Sales Product Manage men t Functions Product Vendor

(7)

CRM Solution

CRM Solution

Functionalities

Functionalities

(8)

CRM Solution Functionalities

CRM Solution Functionalities

Source:

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2003 A.

2003 A. AlbadviAlbadvi

12 CRM Application Functionalities

12 CRM Application Functionalities

Opportunity management system(OMS)

Opportunity management system(OMS)

Sales configuration system(SCS)

Sales configuration system(SCS)

Partner relationship management (PRM)

Partner relationship management (PRM)

Interactive selling system(ISS)

Interactive selling system(ISS)

Interactive compensation management

Interactive compensation management

Content management

Content management

E

E

-

-

Service

Service

Call management

Call management

Field service and dispatch(FS/D)

Field service and dispatch(FS/D)

Personalization

Personalization

Data mart/Analytical

Data mart/Analytical

Campaign management system

Campaign management system

(10)

12 CRM Application Functionalities

12 CRM Application Functionalities

„

„

Opportunity management system(OMS)

Opportunity management system(OMS)

Enables business

Enables business--to-to-business(B2B) team selling across business(B2B) team selling across field and inside sales channels, guided sales executives field and inside sales channels, guided sales executives to the next steps needed to close deals and manage to the next steps needed to close deals and manage revenue

revenue--generating sales activitiesgenerating sales activities

„

„

Sales configuration system(SCS)

Sales configuration system(SCS)

Enables enterprises to configure products, pricing, Enables enterprises to configure products, pricing, promotions, services, financing options and marketing promotions, services, financing options and marketing bundles

bundles

„

„

Partner relationship management (PRM)

Partner relationship management (PRM)

Enhances an enterprise

Enhances an enterprise’’s ability to work with and s ability to work with and leverage demand

leverage demand--network partners to better market, sell network partners to better market, sell and service and customers.

(11)

2003 A.

2003 A. AlbadviAlbadvi

12 CRM Application Functionalities

12 CRM Application Functionalities

„

„

Interactive selling system(ISS)

Interactive selling system(ISS)

Customer

Customer--facing technologies allow consumers and facing technologies allow consumers and business to

business to ““sell themselvessell themselves”” and conduct transactions and conduct transactions without a salesperson

without a salesperson

„

„ Face-Face-toto--face: field salespeople or channel partners are in face: field salespeople or channel partners are in

complete control of the ISS in a customer

complete control of the ISS in a customer--facing selling facing selling situation

situation

„

„ Web collaboration: sales representatives and customers Web collaboration: sales representatives and customers

share control of the ISS over a shared browser session share control of the ISS over a shared browser session

„

„

Interactive compensation management

Interactive compensation management

Manage and administer compensation plans, quotas, Manage and administer compensation plans, quotas, crediting and adjustments while processing

crediting and adjustments while processing

commissionable capability for sales, management

commissionable capability for sales, management amdamd finance

(12)

12 CRM Application Functionalities

12 CRM Application Functionalities

„

„

Content management

Content management

Allow enterprises to view and access Allow enterprises to view and access

content(e.g., text, graphics, animation and video) content(e.g., text, graphics, animation and video)

„

„

E

E

-

-

Service

Service

Empower customers, partners and prospects for Empower customers, partners and prospects for self

self--services and interactions with the enterprise services and interactions with the enterprise via the internet, intranet or extranets.

via the internet, intranet or extranets.

„

„

Call management

Call management

Log incoming telephone calls and transactions, Log incoming telephone calls and transactions, and manage the transaction from initiation

and manage the transaction from initiation through closure

through closure

„

„

Field service and dispatch(FS/D)

Field service and dispatch(FS/D)

Workforce forecasting, scheduling, contract Workforce forecasting, scheduling, contract management, technician dispatch, defect management, technician dispatch, defect tracking

(13)

2003 A. 2003 A. AlbadviAlbadvi

12 CRM Application Functionalities

12 CRM Application Functionalities

„ „

Personalization

Personalization

Determining an end

Determining an end--useruser’’s interest based on s interest based on

preferences or behavior, constructing business rules to preferences or behavior, constructing business rules to select relevant content and presenting the content to the select relevant content and presenting the content to the user in an integrated, cohesive format

user in an integrated, cohesive format

„

„

Data mart/Analytical

Data mart/Analytical

For ah hoc query, reporting and analysis,and supporting For ah hoc query, reporting and analysis,and supporting strategic decision making process

strategic decision making process

„

„

Campaign management system

Campaign management system

Used by marketers and sales organizations to design Used by marketers and sales organizations to design and execute single

and execute single--channel or multichannel or multi--cannel campaign cannel campaign and track the efforts of those campaign by customer and track the efforts of those campaign by customer segment over time

(14)

CRM Solutions for

CRM Solutions for

Medium to Large

Medium to Large

Enterprise

Enterprise

(15)

2003 A. 2003 A. AlbadviAlbadvi

CRM Solutions:

CRM Solutions:

Market Share

Market Share

Market Share Market Share (2000) (2000) CRM Vendors CRM Vendors 5.4% 5.4% Oracle (

Oracle (eBusinesseBusiness Suite: CRM 11i)Suite: CRM 11i)

4.9% 4.9% PeopleSoft (PeopleSoft 8) PeopleSoft (PeopleSoft 8) 2.4% 2.4% Onyx (Onyx 2000) Onyx (Onyx 2000) 1.8% 1.8% SAP (

SAP (mySAPmySAP))

1% 1% Applix

Applix (iCRM(iCRM Suite)Suite)

6.7% 6.7% Broadvision

Broadvision (Enterprise one-(Enterprise one-onon-one suite)-one suite)

7.4% 7.4% Clarity (

Clarity (eBusinesseBusiness Solution)Solution)

28.9% 28.9% Siebel (

(16)

CRM Solutions for Small

CRM Solutions for Small

to Medium

to Medium

-

-

Size

Size

Business

Business

(17)

2003 A.

2003 A. AlbadviAlbadvi

CRM Solution for Small to

CRM Solution for Small to

Medium

Medium

-

-

Size Business

Size Business

Product Review

Product Review

„ „

ACT!2000

ACT!2000

„ „

SalesLogix

SalesLogix

„ „

SuperOffice

SuperOffice

CRM5

CRM5

(18)

Product Review:

Product Review:

ACT!2000

ACT!2000

Basic contact management function:

Basic contact management function:

storing company and contact data,

storing company and contact data,

registration of activities and contacts,

registration of activities and contacts,

diary maintenance.

diary maintenance.

No campaign, marketing or service

No campaign, marketing or service

management

management

US$199 retail, US$189 download US$199 retail, US$189 download License Fee for copy

License Fee for copy

Fed Ex Fed Ex Flagship Customers Flagship Customers 3,500,000 3,500,000 No. of End User

No. of End User

1,000,000 1,000,000 No. of User Company

(19)

2003 A.

2003 A. AlbadviAlbadvi

Product Review:

Product Review:

SalesLogix

SalesLogix

Mid

Mid-

-market CRM Leader

market CRM Leader

Connectivity links with ERP and financial packages

Connectivity links with ERP and financial packages

Online

Online SalesLogix.net

SalesLogix.net

has close ties to Microsoft

has close ties to Microsoft

Strong network of

Strong network of “

“Business partners

Business partners”

Provide customizing, implementation and after sales

Provide customizing, implementation and after sales

services

services

Basic Server US$ 4,995 + $595 per Basic Server US$ 4,995 + $595 per user

user

Advanced Server, US$11,995 Advanced Server, US$11,995 License Fee for copy

License Fee for copy

Tiffany & Co., E

Tiffany & Co., E--Trade, British AirwaysTrade, British Airways Flagship Customers

Flagship Customers

350,000 350,000 No. of End User

No. of End User

3,500 3,500 No. of User Company

No. of User Company

(20)

Product Review:

Product Review:

SuperOffice

SuperOffice

Most user

Most user-

-friendly CRM solution

friendly CRM solution

Mission: make uncomplicated products that sales and

Mission: make uncomplicated products that sales and

marketing people will enjoy using

marketing people will enjoy using

Tight integration with MS Word and Excel

Tight integration with MS Word and Excel

US$ 500

US$ 500--US$300 depending on US$300 depending on number of users

number of users License Fee for copy

License Fee for copy

Toshiba PC, KBMG Toshiba PC, KBMG Flagship Customers Flagship Customers 225,000 225,000 No. of End User

No. of End User

22,500 22,500 No. of User Company

(21)

2003 A.

2003 A. AlbadviAlbadvi

Product Review:

References

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