CRM: IT-Systeme

Transcrição

CRM: IT-Systeme

Sommersemester 2013
CRM: IT Systems
Prof. Dr. Klaus D. Wilde
Lehrstuhl für ABWL und
Wirtschaftsinformatik
Katholische Universität
Eichstätt-Ingolstadt
Copyright
Katholische Universität Eichstätt-Ingolstadt
Lehrstuhl für ABWL und Wirtschaftsinformatik
Microsoft Dynamics CRM, Microsoft Office and all Microsoft Products
mentioned in Text, including Screenshots and Logos are trade marks of
Microsoft Corporation in Germany and worldwide.
1
Literature

Hippner, H.; Wilde, K. D. (Hrsg.) (2004): IT-Systeme im CRM, Wiesbaden.

Hippner, H.; Hubrich, B.; Wilde, K. D. (Hrsg.) (2011): Grundlagen des CRM –
Konzepte und Gestaltung, 3. Aufl., Wiesbaden.

Snyder, M.; Steger, J.; Landers, B. (2011): Microsoft Dynamics CRM 2011 −
Grundlagen: Optimales Kundenmanagement in Marketing, Vertrieb und
Service, Unterschleißheim.
2
3
1
Basics of CRM and Microsoft Dynamics CRM
2
Marketing Processes in Microsoft Dynamics CRM
3
Sales Processes in Microsoft Dynamics CRM
4
Customer Service Processes in Microsoft Dynamics CRM
5
Additional Features of Microsoft Dynamics CRM
1
4
CRM Main Processes
Strategic
Goal
Vision
Strategic
Analysis
Enviroment
Analysis
Resources
Analysis
SWOTAnalysis
Common Processes
Customer Value
Analysis
Customer
Segmentation
Customer
Characterisation
Strategy
Strategic
Conception Development
Strategy Implementation
Specific Processes
Target Groups
Analysis
Cross-SellingAnalysis
Churn
Analysis
Customer Risk
Analysis
Analytical CRM Processes
Marketing Processes
Campaign
Lead
Sales Processes
Opportunity
Offer
Contract
Results
Strategic
Controlling
Processes
Controlling
Controlling
Strategic CRM Processes
Products &
Services
Customer Service Processes
Feedback
Support
Operational CRM Processes
Quelle: Leußer, W.; Hippner, H.; Wilde, K. D. (2011): CRM – Grundlagen, Konzepte und Prozesse, in: Hippner, H.; Hubrich, B.; Wilde, K. D. (Hrsg.): Grundlagen des CRM – Strategie,
Geschäftsprozesse und IT-Unterstützung, 3. Aufl., Wiesbaden, S. 15-55
1
5
Supply Chain Management
Interactions
Channels
Enterprise Ressource Planning
Back Office
Components of CRM-Systems
Operational
CRM-System
Customer
Touch Points
CRM
Applications
Basis
Applications
Marketing
Processes
Sales
Processes
Pers. Contact
WWW
Mail/Fax
Telephone
Field Service
Customer Service
Processes
E-Mail
Etc.
Indoor Service
Subsidiaries
Campaign
Lead
Master Data
CIC
Website
Etc.
Opportunity
Offer/Contract
Feedback
Support
Contact
Activities
Workflow
Escalation
Operational Customer Database
Data Warehouse
Analytical
CRM-Systeml
Data Mining
OLAP
Quelle: Leußer, W.; Hippner, H.; Wilde, K. D. (2011): CRM – Grundlagen, Konzepte und Prozesse, in: Hippner, H.; Hubrich, B.; Wilde, K. D. (Hrsg.): Grundlagen des CRM – Strategie,
Geschäftsprozesse und IT-Unterstützung, 3. Aufl., Wiesbaden, S. 15-55
1
6
Closed-Loop Process

Closed-Loop provides strategic
value and lasting customer value

Data received during operational
activities will be analysed in
analytical CRM

The derived knowledge can be
incorporated into the production
process, realised, and applied again
in operational procedures

The loop is closed
Results:
- Individual customer approach
- Intensive connection to the customer
1
Closed-Loop Process
Practical application:

Service-Hotline

Customer servey

After Sales Management

Internet: analysis of Internet visitors of Sales Portals and Online Marketing

Combi-Products: Amazon Customers that bought this Book also bought …
7
1
Microsoft Dynamics Products Family

Microsoft Dynamics ERP:
 Human resources and payroll management
 Financial management
 Business intelligence and reporting
 Supply chain management
 Project management

Microsoft Dynamics CRM:
 Sales
 Marketing
 Service
8
1
9
Microsoft Dynamics CRM

Microsoft Dynamics CRM is a web-based application built on the Microsoft
.NET Framework.
Web-enabled
Mobile Devices
Web-based
User Interface
CRM-Server
Microsoft Outlook
1
Gartner Magic Quadrant for Sales Force Automation
10
1
11
Access to Microsoft Dynamics CRM

Link: http://www.microsoft.com/en-us/dynamics/crm-login.aspx
Illustration © Microsoft Corp.
1
12

Sign-in with User Name and Password:
1
13

Open Microsoft Dynamics CRM:
1
14
User Interface of Microsoft Dynamics CRM
Ribbon
Getting Started pane
Application
Navigation
Pane
Charts
Application
area
Grid
1
15
User Interface of Microsoft Dynamics CRM

Ribbon includes buttons and tabs that allow quickly access system actions.
The set of displayed buttons and tabs depends on the user actions.

Grid displays a list of records: rows and columns of data.

Application navigation pane provides access to the various types of
Microsoft Dynamics CRM data.

Application areas provide logical groupings of Microsoft Dynamics CRM
records.

Get started pane displays help information about how to work with Microsoft
Dynamics CRM.
1
16
User Interface of Microsoft Dynamics CRM: Record Level
Ribbon
Header
Jump Selector
Entity
Navigation
Pane
Body
Footer
1
17
User Interface of Microsoft Dynamics CRM: Record Level

Ribbon includes buttons and tabs that allow quickly access system actions.
The set of displayed buttons and tabs depends on the record type.

Entity navigation pane provides access to the various types of Microsoft
Dynamics CRM records.

Body displays data related to the opened record. The fields are often called
attributes.

Header and footer include data about the opened record, and always remain
visible.

Jump selector allows to quickly jump to other records in the view from which
the currently displayed record was opened.
1
18
Microsoft Dynamics CRM Entities
Campaign
Lead
Contact
Service
Campaign
Activity
Account
Service
Contract
Case
Service
Activities
Service
Schedule
Campaign
Response
Opportunity
Quote
Activities
Products
Case
Resolution
Queue
Team
Goal
User
1
19
Accounts and Contacts

Account is a company or other business entity that interacts with your
organisation: clients, prospects, vendors, suppliers, etc.

Account can have hierarchical parent-child relations.

Contact is a specific individual.

Contacts can be linked to accounts (but link to only one account is allowed) or
be separate from them.
1
20
Accounts
1
21
Accounts

Record Wall: to share insights about the account with other colleagues

General: to store nominative information about the account, such as contact
details.

Details: company information (industry, ownership, number of employees,
etc.), category, relationship type, territory, billing information (currency, cresit
limit, etc.)

Contacts of this account

Notes & Activities

Preferences: contact methods, service preferences, marketing information.
1
22
Contacts
1
Contacts

Record Wall: to share insights about the contact with other colleagues

Patient Profile: to store nominative information about the contact, such as
his/her contact details.

Details: professional information (department, role, etc.) and personal
information (gender, birthday, marital status, etc.)

Documents: Notes & Activities

Administration: preferred contact methods, service preferences, marketing
information.
23
1
24
Activities and Notes

Notes are comments and other descriptive text related to a record.

Activity is a business interaction.

Activity types:
1
25
Activities and Notes
Data Field
Description
Subject
A brief description of the activity
Regarding
The customer or other record to which the activity is related
Description
Additional notes or information about the activity
Status
The status of the activity, such as Active, Completed, or Canceled
Duration
The estimated time it will take for the activity to be completed
Actual Duration
The actual time it takes for the activity to be completed
Scheduled Start
The estimated start date of the activity
Due Date
The estimated completion date of the activity
Actual Start
The date the activity was started
Actual End
The date the activity was completed
Quelle: Snyder, M.; Steger, J.; Landers, B. (2011): Microsoft Dynamics CRM 2011 − Grundlagen: Optimales Kundenmanagement in Marketing, Vertrieb
und Service, Unterschleißheim.
1
26
Import

Microsoft Dynamics CRM allows bulk data loading into the system with Import
Data Wizard.

Record types available for import by default:
1
27
Import
Steps (some steps can be skipped):

Choose a file to load. Supported file types: .xml, .csv, .txt, .zip.

Define delimiter settings:

Select type of data map: by default automatic data mapping, but company can
have some predefined mappings.

Select the type of records to be imported:
1
28
Import

Fields mapping: when importing end users have to map Microsoft Dynamics
data fields to fields represented in the import file.
1
29
Import

Select whether the duplicates are allowed:

Choose owner of the imported records:

After this the file is submitted for importing. The status checked in the Imports:
1
30
Exercise Part 1

1-9. Exercise to working with Accounts, Contacts, Activities, and Data Import.
31
1
2
3
4
5
2
Microsoft Dynamics CRM
32
Main Processes of Operational CRM
Marketing
Processes
Sales
Processes
Campaign
Lead
Opportunity
Offer
Customer
Contacts
Generation
Customer
Contacts
Assessment &
Overseeing
Sales
Opportunities
Handling
Offer
Preparation &
Overseeing
Products &
Services
Contract
Contracts
Collecting &
Forwarding
Customer Service
Processes
Feedback
Support
Customer
Feedback
Capturing &
Processing
Customer
Problems
Capturing &
Solving
2
33
34
1
2
2.1 Campaign Management
2.2 Lead Management
3
4
5
2.1
Campaign management
35
Objective of Campaign management

Objective of Campaign
management is to offer:
Campaign
planning
 right information and service
 to the right customer according
to his needs
 with a right communication
method and channel
 at appropriate time
Campaign
reporting
Campaign
analysis
 at optimal price.
Quelle: Wilde, K. D.; Hippner, H. (1998): Database Marketing ─ Vom Ad-Hoc-Direktmarketing zum kundenspezifischen Marketing-Mix, in: Marktforschung
und Management, Jg. 42, Nr. 1, S. 6-10;
Leitzmann, C.-J. (2002): Kampagnenmanagement zur Steuerung des Multi-Channel-Marketing ─ Eine Einführung mit Fokus E-Mail-Marketing, in:
Dallmer, H. (Hrsg.): Das Handbuch Direct Marketing & More, 8. Aufl., Wiesbaden, S. 371-397
Campaign
execution
2.1
Campaign management
Campaign management Process



Campaign planning

Selecting the target group

Triggering the campaign

Campaign content

Campaign channel selection

Planning of time and budget
Campaign execution

Using the channel

Execution and control
Campaign analysis
Quelle: Wilde, K. D.; Hippner, H. (1998): Database Marketing ─ Vom Ad-Hoc-Direktmarketing zum kundenspezifischen Marketing-Mix, in: Marktforschung
und Management, Jg. 42, Nr. 1, S. 6-10;
Leitzmann, C.-J. (2002): Kampagnenmanagement zur Steuerung des Multi-Channel-Marketing ─ Eine Einführung mit Fokus E-Mail-Marketing, in:
Dallmer, H. (Hrsg.): Das Handbuch Direct Marketing & More, 8. Aufl., Wiesbaden, S. 371-397
36
2.1
Campaign management
37
Segmentation of Customers

Goal: Focused approach to selecting customers
 Who is a customer?
 What are the interests of the customer?
 What is his purchasing behaviour?

Target groups: homogeneous groups of heterogeneous customers

Groups are selected by specific criteria.

In Microsoft Dynamics CRM it is done via Marketing Lists.
2.1
Campaign management
38
Marketing Lists

Marketing lists are group of members (Accounts, Contacts, or Leads) that
can be used in marketing campaigns (will receive marketing material) or for
other business purposes.
2.1
Campaign management
39
Static Marketing Lists

Static – members are added manually by using search or query tool.

Lookup: simple search to add
members individually

Advanced Find: search for
records that share specific
attributes (search criteria)
2.1
Campaign management
40
Marketing Lists

Dynamic – members are selected by predefined query at the time when
the marketing list is used
2.1
Campaign management
41
Campaign Creation
2.1
Campaign management
42
Campaign Creation
Field
Description
Name
Title of the campaign.
Status Reason
Status of the campaign for reporting purposes.
The default statuses are Proposed, Ready To Launch, Launched,
Completed, Cancelled, and Suspended.
Campaign Code
User-entered or system-generated code for the campaign.
Campaign Type
Category of the campaign, such as Advertisement, Direct Marketing, Event,
or Co-branding.
Expected Response
Recording of the expected response for a campaign as a percentage from
0 to 100.
Total Cost of
Campaign Activities
Microsoft Dynamics CRM automatically totals the costs of all campaign
activities in this field.
Miscellaneous
Costs
Recording of miscellaneous costs associated with the campaign.
Total Cost of
Campaign
The sum of the total cost of campaign activities and miscellaneous costs.
2.1
Campaign management
43
Campaign Properties

Selecting Target Marketing List:
 One or more marketing lists can be selected for a campaign

Planning Campaign Activities:
 To-do list of marketing campaign tasks

Selecting Target Products and Sales Literature:
 Campaigns can be used to promote products or services or to create awareness of
a new program or outreach effort. They are specified within the campaign.
2.1
Campaign management
44
Campaign Activities

Campaign activity is a communication to the targeted market lists.

Types of campaign activities:
 Channel activities – communications that reach the customer when the campaign
activity is distributed.
 Non-channel activities – to-dos for the company during the campaign
2.1
Campaign management
45
Campaign Activities
Field
Description
Channel
The communication method for the activity
Type
A way to categorize the activity
Subject
A high-level description of the activity
Owner
The user who has been assigned to the activity
Outsource Vendors Any accounts or contacts related to the activity from an execution standpoint
(not targets of the campaign)
Scheduled Start
The target start date for the activity
Scheduled End
The target end date for the activity
Actual Start
The actual start date for the activity
Actual End
The actual end date for the activity
Budget Allocated
The amount of budget allocated for the activity
Actual Cost
The actual cost of the activity
Priority
Prioritization of the activity
No. of Days
An anti-spam setting that lets you prevent too-frequent communication from
a campaign
2.1
Campaign management
46
Distributing Campaign Activities

To execute a campaign activity one needs to distribute it to persons
responsible for performing this activity for specific record. This will create an
activity records for records specified in target marketing lists.

The distributed activities (except for email campaign activities) are opened
activities and need to be completed.
2.1
Campaign management
47
Marketing Campaign Templates

To conduct similar campaigns instead of re-creating them with Microsoft
Dynamics CRM it is possibility to create a campaign and save it as a template.

Ways to do it:
 Directly create a new campaign template.
 Create a template from existing campaign.
2.1
Campaign management
48
Quick Campaigns

Quick campaign is a simplified version of a usual marketing campaign. It can
only contain only single campaign activity and uses only one marketing list.

Steps to perform:
 Select the records for targeting (accounts, contacts, leads, or one marketing list).
 Define name of the campaign.
 Select activity type and owner.
 Fill activity form.
 Done!
2.1
Campaign management
49
Recording Campaign Responses

Campaign responses are responses (positive or negative) of customers to
performed campaign.

Ways to record campaign response in Microsoft Dynamics CRM:
 Manually create a campaign response record
 Close a campaign activity as a response
 Automatically create a campaign response for email replies
 Import campaign responses from file
2.1
Campaign management
50
Recording Campaign Responses

Campaign responses can be converted into leads, quotes, orders, or
opportunities.
2.1
Campaign management
51
View Campaign Results

To easily and comprehensively view the results of the campaign both when it
is finished and during its course, Microsoft Dynamics CRM allows evaluating
campaign performance via reporting tool.

This report includes a view that combines information across the campaign
record, including the target marketing lists, sales literature, related campaigns,
planning tasks, campaign activities, campaign responses, and campaign
finance.
2.1

Campaign management
Exercise Part 2
10-17. Exercise to working with Marketing Campaigns.
52
53
1
2
2.1 Campaign Management
2.2 Lead Management
3
4
5
2.2
Leadmanagement
54
Main Processes of Operational CRM
Marketing
Processes
Sales
Processes
Campaign
Lead
Opportunity
Offer
Customer
Contacts
Generation
Customer
Contacts
Assessment &
Overseeing
Sales
Opportunities
Handling
Offer
Preparation &
Overseeing
Products &
Services
Contract
Contracts
Collecting &
Forwarding
Customer Service
Processes
Feedback
Support
Customer
Feedback
Capturing &
Processing
Customer
Problems
Capturing &
Solving
2.2
Leadmanagement
55
Lead

„Lead management is the consolidation, qualification and prioritization of
contacts with prospective customers. The objective is to provide sales
staff with a qualified and prioritized list of presumably valuable prospects
to be precisely addressed within the offer management process.”
Lead
Generation
Lead
Improvement
Lead
Qualification
Lead
Distribution
Lead
Conversion
Reporting / Monitoring / Analysis

Lead is an unqualified contact or person.
Quelle: Geib, M.; Kolbe, L. M.; Brenner, W. (2004): Collaborative Customer Management in Financial Service Alliances, Proceedings of the 10th Americas Conference on
Information Systems (AMCIS 2004), New York, S. 3805-3817
Steimle, J. (2008): Lead Management, in: Albers, S.; Haßmann, V.; Tomczak, T. (Hrsg.): Digitale Fachbibliothek Vertrieb, Düsseldorf, S. 6 ff.
Hickfang, O.; Jacobshagen, M.; Ritzerfeld, H. (o. J.): Phasen im Leadmanagement-Prozess,
http://www.bitkom.org/files/documents/Leitfaden_Phasen_im_Leadmanagement-Prozess_dc_final.pdf; S. 15 ff. (Zugriff: 05.06.2012)
2.2
Leadmanagement
Lead
56
Lead
Generation
Lead
Improvement
Lead Generation

Customer Contacts Acquisition:
 Active channels (E-Mail, Newsletter, Internet advertising)
 Passive channels (independent customer initiative)
 Multi-Channel-Strategy (Channel Hopping)
Lead Improvement

Obtaining relevant information about a customer:
 Data Enrichment
 Data Cleaning and Cleansing
2.2
Leadmanagement
57
Lead Generation

Leads come from different sources:
 Converting responses to performed marketing campaign.
 Importing of purchased or acquired lists by batch.
 Entered by employees after direct contact with the lead.
 Automatic generation from the requests sent to company.
2.2
Leadmanagement
Lead
58
Lead
Generation
Lead
Imporvement
Lead
Qualification
Lead
Distribution
Lead Qualification

Prioritisation of leads based on specific criteria

Goal: qualitative intelligence
Lead Distribution

Distribution to Sales department
2.2
Leadmanagement
59
Lead Qualification

Each company sets criteria for qualifying and disqualifying leads.

After the lead is analysed by the set criteria, qualifying or disqualifying is done
via converting leads:
 When qualifying a lead, one or more records (accounts, contact, opportunities) are
created.
 When disqualifying a lead, it becomes inactive but still remains in the CRM
System.
2.2
Leadmanagement
60
Lead
Lead
Generation
Lead
Improvement
Lead
Qualification
Lead
Distribution
Lead
Conversion
Reporting / Monitoring / Analysis
Lead Conversion

Conversion Process: Lead -> Customer
Lead-Reporting/Monitoring/Analysis
 Loop between Marketing and Sales (ex., Feedback on contracts)
 Figures
2.2

Lead management
Exercise Part 3
18-20. Exercise to working with Leads.
61

CRM: IT-Systeme

Transcrição

Documentos relacionados

7) Customer Relationship Management and its Strategic Application

Aufgabe 3 Zusatz (PDF 114Kb)

PRAIA DA ROCHA T1

Licensed Canadian Online Drugstore. Pode Tomar Cialis E Cerveja

GNTB focusing on nature-based holidays in 2016

PHOTOPIX: A color image quantization system

CV here. - Ricardo Fernandes Web Design

Is It Time to Dump Your Desktop?

Wuensche der Mediatoren an das Christkind

A Musical Mosaic