Growing Importance of CRM
Content
The
importance
of CRM
January 27
2013
By: Dineshkumar NINGTHOUJAM
Under the supervision of Mrs. Nadia CAMUS
NATIXIS (27th August 2012 – 27th January 2013)
Maitrise D’ouvrage (Business Analyst)
ESIGELEC
MSc. BIS
2011-2013
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The importance of CRM
MSc. Business Information Systems
By: Dineshkumar NINGTHOUJAM
Abstract
Due to the technological advancement and globalization more and more
companies have to face tough competition in real time. In order to succeed
and shine among the competitors, a company must have its own unique
strategy that has to be implemented and maintained with time. One of the
main factors which strongly contributes towards the success of a company is
to know what they are doing and dealing with (“Customers”). Data’s coming
in out and out has to be recorded, stored and maintained in order for the
company to be able to predict the trends. One of the most important data is
of the customers. These data has to be maintained and studied in a proper
manner so that a company can understand the customer behavior.
Customer Relationship Management plays in important role in maintaining
and studying these data by utilizing a CRM tool. The CRM collects information
from all possible data sources inside an organization and also from external
sources if it is found to be appropriate. This is to provide a bird’s eye view of
each customer. CRM also helps in the decision-making process, cost
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reduction, and profit maximization and in building customer loyalty.
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The importance of CRM
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Acknowledgement
This thesis is compiled during the duration of my internship, which is from 27th of
August 2012 until 27th of January 2013 at NATIXIS Bank and completed after
the completion of my internship. During the process of writing this thesis, a
number of people have helped me in making this work come into fruition.
Without their invaluable contribution it would not have been possible to
complete this thesis.
I would first like to take the opportunity to extend my sincere gratitude to my
supervisor Mrs. Nadia CAMUS for all her invaluable guidance, encouragement
and support. Your feedbacks on the work I have done have helped me to
bring out the best of me. It was a great pleasure working with you. Thank you
for making my internship a fun and exciting learning experience.
I would also like to thank Mr. Alban VALLOIS for being there whenever I
needed some help or clarification and also for being patient in times of
difficulties. You have been an influence for me throughout the course of my
internship. I walked in as a clean slate in NATIXIS and now I leave as a person
full of knowledge and ready to face life. Furthermore, I would like to thank
Miss. Monica RAMIREZ for being a constant support system. Your presence
always enlightened me. It was fun and exciting to work with you.
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I would like to thank my Dad, Mom, my siblings and my beloved brother
Michael NINGTHOUJAM whom I miss dearly, for being always supportive in
what I do. Thank you for believing in me and encouraging me all the time.
Without your love and support I would not be who I am today.
Paris, 27th January 2013
Dineshkumar NINGTHOUJAM
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By: Dineshkumar NINGTHOUJAM
Table of Contents
NATIXIS
5
NATIXIS (GLOBAL PRESENCE)
6
BRIEF HISTORY OF NATIXIS
7
KEY FIGURES OF NATIXIS (2012)
8
NATIXIS BUSINESS LINE
CRM
12-13
CRM - BENEFITS
14
CRM GRAPHICAL REPRESENTATION
15
MY ROLE IN NATIXIS
16
OSACT SELLIGENT
17
OSACT SELLIGENT (CARTOGRAPHY)
18
OSACT SELLIGENT AND ITS FUNCTIONS
19
OSACT SELLIGENT ACCESS RIGHTS
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9-11
20-23
OSACT SELLIGENT AND ITS TABS
24
DASHBOARD (OSACT SELLIGENT)
25
CLIENT (OSACT SELLIGENT)
26
PERSON (OSACT SELLIGENT)
27
ACTION (OSACT SELLIGENT)
28
DEAL (OSACT SELLIGENT)
29
NATIXIS ASSOCIATE (OSACT SELLIGENT)
30
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Table of Contents
RESPONSIBILITIES OF BUSINESS ANALYST
MIGRATION OF VERSION
31
32-33
CHECKING FOR BUG
34
CREATION OF NEW USER
35
CREATION OF REPORTS (SAP BO)
36
OSACT – SAP BO SYNCHRONIZATION
OSACT – OUTLOOK SYNCHRONIZATION
OBSTACLES OF A BUSINESS ANALYST
REFERENCES
37-38
39
40-42
43
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The importance of CRM
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NATIXIS
Natixis was founded in the year 2006 as a part of groupe BPCE that is the
second largest banking player in France. Natixis commits to its own client
base, institutional investors and financial institutions as well as professional,
small business, medium business client base of groupe BPCE retail banking
networks. Natixis has branches worldwide, ranging from EMEA (Europe, Middle
East, Africa), Asia Pacific and Americas. Natixis has approximately 22000
employees in around 68 countries.
Since Natixis is a large organization, to run it there has to be a proper way of
governing it. It has to abide all the legal obligations pertaining to each
individual country or place it operates in. It has certain specialized
committees namely Appointment and compensation committees, Audit
committee and Strategic committee. All these committee helps in providing
feasible solution in the organising which helps in the decision making process.
Natixis as an organization provides a varieties of services in the form of
sponsorships, Scholarships, Grants and other prizes. Some of them worth
mentioning are sponsorship of the Rugby team “Racing Metro 92”, Prize for
best Master thesis in Quantitative Finance, PhD. Thesis Scholarship and
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Research Grants etc.
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NATIXIS (Global presence)
Darker areas indicate presence of Natixis.
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*Map data courtesy of Natixis website
*Map data courtesy of Natixis website
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Brief history of Natixis
1818
1837
1878
1919
1921
1946
1996
1998
1999
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2001
2004
2006
• Creation of Caisse d'Epargne bank
• Caisse d'Epargne grows from 284 to 364
• Creation of Banque Populaire
• Creation of Credit National
• Creation of Caisse Centrale des Banques Populaires (CCBP)
• Creation of Banque Francaise du Commerce Exterieur (BPCE)
• Creation of Natexis S.A
• CCBP buys Natexis S.A
• Natexis S.A becomes Natexis Banques Populaires
• Spin off of all Caisse des Depots to create CDC IXIS
• Caisse Nationale des d'Epargne acquires CDC IXIS
• Creation of Natixis
* Data acquired from Natixis website
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The importance of CRM
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Key Figures of Natixis (2012)
20,198 employees (full-time equivalent at December 31, 2012)
38.4% of employees working abroad
UNDERLYING INCOME STATEMENT (in millions of euros)
2012
Net revenues*
6,452
Gross operating income*
1,513
NET INCOME (GROUP SHARE)*
1,156
GAPC, discontinued operations and restructuring
(15)
costs
NET INCOME (GROUP SHARE)
1,141
2011
6,553
1,854
1,621
(69)
1,552
* Excl. GAPC, discontinued operations and restructuring costs
FINANCIAL STRUCTURE
Tier one Ratio
Core Tier one Ratio
Risk Weighted Assets (in billions of euros)
TOTAL ASSETS (in billions of euros)
Book value per share (in euros)
31/12/2012
13.40%*
11.80%*
115.7*
528
5.76
31/12/2011
11.30%
10.20%**
145.6
508
5.35
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* Excluding treatment of CCIs as risk weighted assets (370% of their equity method value) ** including the impact of
the P3CI transaction, launched on January 6, 2012
•
NET REVENUES BY BUSINESS DIVISION (in millions of euros)
2012
Wholesale Banking
2,829
Investment solutions
2,069
Specialized Financial Services
1,188
2011
2,847
1,890
1,138
PRE-TAX PROFIT BY BUSINESS DIVISION (in millions of euros)
2012
Wholesale Banking
735
Investment solutions
519
Specialized Financial Services
298
2011
1,066
442
289
Data acquired from Natixis website
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The importance of CRM
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Natixis Business Line
Natixis emphasises on three main areas:
1.
Wholesale Banking
2.
Investment Solutions
3.
Specialized Financial Services
Natixis areas of operations are:
1.
Corporate and Investment Banking
2.
Asset Management
3.
Services
4.
Receivables Management
5.
Private Equity and Private Banking
Elaborating the three main areas of business of Natixis.
1.
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2.
WHOLESALE BANKING
i.
Advisory
ii.
Capital Market
iii.
GTB (Global Transaction Banking)
iv.
Structured Finance
INVESTMENT SOLUTIONS
i.
Asset Management
ii.
Insurance
iii.
Private Banking
iv.
Private Equity.
*(Insurance is offered through coface, which is a Natixis subsidiary)
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The importance of CRM
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Natixis Business Line
3.
SPECIALIZED FINANCIAL SERVICES
i.
Factoring
ii.
Sureties and Guarantees
iii.
Leasing
iv.
Consumer Finance
v.
Film Industry Finance
vi.
Employee Savings Scheme
vii.
Payments
viii.
Securities
In order for Natixis to excel in what it does it has to have certain standard and
provide support function for the services to be provided.
All these support functions are integrated to boost the performance and to
improve coordination.
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Natixis has seven integrated support functions, which are:
1.
Communications
2.
Compliance
3.
Finance
4.
Legal
5.
Human Resources
6.
Risks
7.
Information Systems
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Natixis Business Line
As we have all seen from the above information we can easily know that a
big organization needs proper classification and management. A part, which
plays an important role in proper functioning of the organization, is CRM. A
CRM application is necessary to maintain all the data and record all the
movements in the organisation. One of the tools that I used during my tenure
as a Business Analyst in Natixis is OSACT Selligent CRM tool. OSACT Selligent
was developed especially for Natixis.
First of all let us understand what CRM means before we go ahead and
discuss about the specific CRM tool (OSACT Selligent).
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The importance of CRM
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CRM
CRM stands for Customer Relationship Management. As the name itself
suggests CRM is responsible for managing an organization’s interactions with
customers. Through the monitoring process it can assess the on-going
relationship of the organization and the customer. Implementation of CRM in
an organization can help an organization in obtaining myriads of benefits out
of which some of the important benefits are, reducing cost of the
organization, improving customer value, and smooth functioning of different
departments in an organization.
CRM also helps the organization in understanding the customers’ better which
ultimately benefits the company. It helps them understand the customers’
current need and the past need of the customers. It also helps them to
analyse the trend of the customers. In this way an organization can set up a
plan in advance based on historical facts about the customer.
As said in the above paragraph, due to the knowledge acquired by
organization about the customer through CRM an organization can keep or
eliminate customers whenever they feel fit. Since there is no point in retaining
invaluable customers an organization can eliminate them by keeping only
the valuable customers. From here we can also come to a conclusion that
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CRM also helps in the crucial decision making process.
Since all types of business are customer oriented it is always important to
implement CRM in organization. Better understanding of the customer will
lead to a beneficial future of the organization.
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The importance of CRM
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CRM
Customer relationship management aims to Automate, Synchronise and
organise Processes of Business by using technology to attract new customers
and maintain a good reputation with the customers who are already present.
Some CRM definition from different noted authors:
“Jennifer Carnie Customer Systems, Inc. – 2008: Customer Relationship Management is the
philosophy that the customer should come first. Each client should feel
that
they
receive
VIP
treatment
every
time
they
speak
with
a
representative from your company. ”
“Brian Vellmure, principal and founder of Initium LLC/Innovantage
International A holistic encompassing of strategy, process, and technology aimed at
improving the mutual value of a customer and a company’s relationship.”
“Scott FletcherCRM is an enterprise-wide mindset, mantra, and set of business processes
and policies that are designed to acquire, retain, and service customers.
Broadly speaking, CRM includes the customer facing business processes of
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marketing, sales, and customer service.”
“Brent Frei CRM is a comprehensive set of processes and technologies for managing
the relationships with potential and current customers and business
partners across marketing, sales, and service regardless of the
communication channel.”
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CRM - Benefits
The actual worth of a company lies in the value they create for their
customers and in the value the customers transport back to the company.
Accordingly, it is important to mark that the value does not lie in more
information and in more advanced technology. The value lies in the customer
knowledge and in how the companies use that knowledge to manage their
customer relationships. Knowledge is the sole of CRM according to Frederick
Newell (2000).
On the contrary, only few businesses are converting the information to
consumer knowledge and hence they slip the chance to deliver value to their
customer. But if pertained in the accurate way, CRM is the tool that
contributes to profit. If companies are changing the customer data into
knowledge and then uses that knowledge to build relationships it will create
loyalty, followed by profits. Benefits are listed below (Newell, 2000).
1. Lower cost of recruiting customers.
2. No need to recruit so many customers to preserve a steady volume of
business.
3. Reduced Costs of sales.
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4. Higher customer Profitability.
5. Increased customer retention and loyalty.
6. Evaluation of customer profitability.
Source: Newell, Frederick (2000), Loyalty.com: Customer relationship management in the new era of Internet
marketing.
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CRM graphical representation
Support
Lead
Loyalty
Campaig
n
History
CRM
CRM
report
creation
Opportunit
y
Communi
cations
Knowledge
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Management
Collecting
receivables
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My role in Natixis
My role in Natixis was that of a Business Analyst which in French is known as
Maitrise D’ouvrage. I worked as a Business Analyst for CRM application, which
is known as OSACT Selligent. We were a team of 4 people working as a
medium between end users and the technical team of the application. As a
mediator or a medium between the two we had a lot of responsibility.
Responsibilities like understanding the end users need and reporting it to the
technical team to convert the user requirement.
During this process it was required for us to have vast knowledge of different
applications. Applications like SAP Business Object, Microsoft Outlook, Lotus
Notes etc. and many other proprietary applications of the firm.
The link between all these applications, which was utilized during my tenure,
will be discussed later in the following chapters.
We, as a Business Analyst for the specific CRM application are responsible for
bringing productive changes to the CRM application with each revised
version.
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Tools utilized during my role as a Business Analyst are as follows:
•
OSACT Selligent
•
SAP Business Objects
•
Microsoft Outlook
•
Lotus Notes
•
BOA
•
UFO
•
Microsoft Excel (Spread sheet, macros)
•
Microsoft Word
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OSACT Selligent
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OSACT Selligent (Cartography)
SAP
Business
Object
Pivotal
CRM
Natixis User
Email, meetings
Reporting
Contacts, meetings
Internet
Explorer
Safram
Deals
MS
Outlook
Synchronization
OSACT Selligent
Client Reference
Portal
BOA
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Apollo
Portal
Financial
Data
Portfolios
Natixis User data, status
Artemis
Anafi
UFO
RPG
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The importance of CRM
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OSACT Selligent and its functions
Osact Selligent as a CRM tool has many varieties of functions that are equally
important. Some of the functions are frequently used and some are not. From
time to time the functions being used are different depending on the user. It
depends on the access rights that are being provided to the user at the time
of arrival to NATIXIS. Some examples of different access rights are provided
below.
•
DEFI Business Line Administrator
•
COVERAGE Consultant
•
DEFI Consultant
•
COVERAGE Contributor
•
DEFI Contributor
•
COVERAGE Assistant
•
DEFI Assistant
•
COVERAGE Marketing
•
DEFI Business Monitoring
•
COVERAGE Business & Financial Steering
Depending on the access right certain part of the tool will be visible to certain
user. For example a COVERAGE Consultant can only view a meeting that is
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being synchronized from Microsoft Outlook to OSACT. The user will be
restricted from making any changes to the meeting that is already
synchronized. In another example a COVERAGE Assistant can view a meeting
and also make certain changes if desired to do so to a meeting that is
already synchronized to OSACT from outlook or a meeting that was solely
created In OSACT.
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The importance of CRM
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OSACT Selligent Access Rights
Deal
X
X
X
X
Associate
Action
X
X
X
X
X
X
Person
Action
Deal
Associate
X
X
X
X
X
Person
Action
Deal
Associate
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X
X
X
X
COVERAGE Consultant
Access
Create
Update
Delete
•
X
X
X
Client
•
Person
Access
Create
Update
Delete
Client
DEFI Business Line Administrator
Client
•
DEFI Consultant
Access
X
X
X
X
X
Create
Update
Delete
(Note: X in the tables mean, access granted)
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OSACT Selligent Access Rights
X
X
X
Associate
Deal
Action
X
X
X
X
X
X
X
Action
X
X
X
X
X
X
X
X
X
X
X
X
Associate
Action
X
X
X
X
Deal
Person
X
Person
X
X
Associate
X
Deal
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X
X
X
X
COVERAGE Assistant
Access
Create
Update
Delete
X
X
X
X
DEFI Contributor
Access
Create
Update
Delete
•
X
Client
•
Person
Access
Create
Update
Delete
Client
COVERAGE Contributor
Client
•
X
X
X
X
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OSACT Selligent Access Rights
Deal
Associate
Action
X
X
X
X
Person
Action
Deal
Associate
X
X
X
X
X
X
X
X
Person
Action
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
Associate
Deal
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X
X
X
X
DEFI Business Monitoring
Access
Create
Update
Delete
X
X
X
X
COVERAGE Marketing
Access
Create
Update
Delete
•
X
Client
•
Person
Access
Create
Update
Delete
Client
DEFI Assistant
Client
•
X
X
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OSACT Selligent Access Rights
Action
Deal
Associate
Access
Create
Update
Delete
Person
COVERAGE Business & Financial Steering
Client
•
X
X
X
X
X
X
(Note: X in the table means, access granted)
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OSACT Selligent and its tabs
In the previous page we have already discussed the different type of users of
the CRM tool OSACT. Now we will discuss the many different function
included in the tool OSACT and elaborate some important functions for better
understanding. In OSACT Selligent the main important parts are the tabs that
are present on the upper part of the screen. To name a few:
•
Dashboard
•
Client
•
Person
•
Action
•
Deal
•
Natixis Associate
•
Organizer
All the parts that are being laid out have it’s own importance and
significance. Usage of these tabs will depend on the user requirements and
the role of the user in the organization. For example a DEFI user may use the
tab “Deal” tab more than a Coverage user. This is so, since the user works
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different sets of area of the organization.
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Dashboard (OSACT Selligent)
Dashboard is the default page that will open on first login into OSACT Selligent.
The dashboard will display different information depending on the user
access and the type of department (Coverage, DEFI or GSAF etc.) a user
works. The screenshot displayed is that of a user from Coverage. The
screenshot is self-explanatory, for example the first clickable place under the
many different tabs is “Synchronization Outlook”, if a user happens to click on
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this button a manual synchronization between OSACT and user’s outlook will
happen. During this synchronization any new data will be synchronized. But
out of all the different set of information displayed here the most important of
them all in a dashboard is the brief summary which is being displayed “My
future meetings”, “My reports to be done” and “My deal pipe”. All the
information will be displayed here. (Information is not being displayed in the
screenshot since it is taken from the testing environment).
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Client (OSACT Selligent)
This is one of the many important tabs that OSACT Selligent has. Vital
information is being entered through this tab. Client also can be called
Customer. In this client tab vital information of the organization that is in
business with Natixis are entered. This information that are being entered will
be used in many places and references for future. This tab can also be used
for pulling up information for references. The information will be displayed in
an exhaustive manner. A user can find all sorts of information of the client on
this page. As we can see from the screenshot, information like client details,
Client Relationship Manager, Group Relationship Manager, Client Service
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team can be shown through this tab. Apart from this information; a user can
also see the historic detail and business relation with Natixis. Some other
important thing to take notice when looking up for a client is also the status
field. This field will let a user know about the current business relation of the
client with Natixis. If this field displays as inactive then the client is no longer a
client of Natixis. Through this process a user can start looking up for a different
client immediately.
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Person (OSACT Selligent)
After the client tab comes the person tab. This tab is basically dedicated for
the client representative that is currently in business with Natixis. Information
about the client representative or person is fed into this tab. Information
ranging from name to contact details can be found here. This information is
mostly sourced from outlook contact details of the Natixis users. Or the other
way around that is to feed the information manually into OSACT Selligent.
Before saving the information one has to check that it is linked to the correct
client. There is no need for creating a new client; a user has to look up for the
client name, in case it already exists in the database. If the client is not yet in
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the database then it has to be created freshly. Once saved, the information
should be linked to the contact details. Like the procedure or functionality of
the other tabs, here in this tab we can view the information any time and use
it for cross-referencing. Apart from this basic information other information like
deals pertaining to the particular client and person can also be viewed from
this tab. This information is displayed in the lower section of the screen. A brief
relationship history can also be seen from the very same page.
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Action (OSACT Selligent)
The meetings that have occurred and that are to be held in the coming
future between the client representative and a Natixis Associate can be
viewed from this tab. One important feature that is available on this tab is the
confidentiality click that is situated just under “Synchronization Outlook”. This
small click can make a lot of difference in the meeting that will be fed into
OSACT. In case a Natixis user chooses to select the confidential meeting, it will
not be displayed in the marketing calendar that will be circulated among the
senior bankers of Natixis. As we have already discussed that this tab is for all
the meetings. The source for the information of these meetings is either from
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the OSACT Calendar of the Natixis user or being manually entered into OSACT
Selligent. Once the meeting is synchronized into OSACT and it is a nonconfidential meeting then all the user of OSACT Selligent can see this meeting
through a simple search string. The agenda for meeting or other important
notice can be attached in this tab in the form of a document.
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MSc. Business Information Systems
By: Dineshkumar NINGTHOUJAM
Deal (OSACT Selligent)
The Deal tab is responsible for storing all the deal information of Natixis with its
Clients. The information that are being displayed here are also exhaustive
depending on their Business Line. The deals are being divided into Coverage
Deals and SAF Deals formerly known as DEFI Deals. Many field are available
for feeding. Some are basic and understandable by everyone and some are
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not. The fields that are not understandable by everyone are the fields that are
based on specific area of expertise like finance etc. Layman terms like “Deal
Importance”, “Confidentiality” can be guessed by anyone. Deal importance
is for how valuable the deal is for Natixis. This field helps Natixis in realising its
goal and ultimately helps in planning ahead for the future.
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The importance of CRM
MSc. Business Information Systems
By: Dineshkumar NINGTHOUJAM
Natixis Associate (OSACT Selligent)
This is the page where all the information of all the Natixis Associate goes
whether active or inactive. Important information like name, contact number,
email address, direct line and the location of the branch an associate is
working in. From this section any associate in Natixis who is a user can search
for other users by using their RACF ID or the name in case a user happens to
know it. Many other important data are also linked with this page. Some of
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the important information linked is:
•
Portfolio
•
Action (Meetings of the particular Associate)
•
Deal (Deals of the Associate)
•
Associates Team
•
Who’s who
•
Former UFO (former department of Associate)
By keeping all this information linked to the same page it makes it easier for a
user to track all the movements and statuses of the meeting etc.
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The importance of CRM
MSc. Business Information Systems
By: Dineshkumar NINGTHOUJAM
Responsibilities of Business Analyst
Being a Business Analyst for a CRM comes loaded with a lot of important
responsibilities. Some responsibilities have been discussed briefly before. Here,
lets discuss about of the main responsibilities that I had to undertake during
my tenure as a Business Analyst. My main responsibilities ranged from sending
reports to senior bankers, providing verbal assistance or support for the usage
of the tool, maintenance of the active and inactive users, checking of
redundant information in the tool, checking for bug in the tool, creation of
new user access etc.
When it comes to checking of bug in the tool, it is very dangerous to fiddle
around with the tool that is already in the live environment. In order to tackle
this obstacle we use the QUALIF environment that is also called the testing
environment.
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Some of the main responsibilities are listed below:
•
Migration of tool version. (Assistance)
•
Checking for bug (Creation of greens in Lotus Notes)
•
Creation of new user
•
Creation of reports (SAP Business Objects)
•
Deactivation of inactive user
•
Checking OSACT to Outlook Synchronization
•
Constant communication with technical team
•
Collecting user requirements
•
Analyzing feasibility of the requirements
•
Converting the user requirements into understandable technical terms
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The importance of CRM
MSc. Business Information Systems
By: Dineshkumar NINGTHOUJAM
Migration of version
Before upgrading the version of the tool there are certain procedures that
should be followed. Steps like, posting a notification for all the user to see, or
a notice that should be sent to all the users of the tool, highlighting the
changes that are being made in the tool, preparation of a new user guide if
needed etc. Here we will lay down an example from the tool OSACT Selligent.
The pictorial representations of the changes that are being laid out in the
following examples are screenshots of the actual functioning tool. By
following these procedures there are benefits of both the user and the
support team. The main benefit of this procedure is that the user can pick up
the guide and understand the changes without having to consult the support
team of the tool. The user guide should be made in such a way that even a
layman can understand it at first glance.
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Old Dashboard
The navigation pane has
moved
Dashboard icon has been removed
New Dashboard
Manual Synchronization
The navigation pane’s with been
OUTLOOK made easier
menus are now accessible via tabs
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The importance of CRM
MSc. Business Information Systems
By: Dineshkumar NINGTHOUJAM
Migration of version
Old Menu
New Action Screen
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Old Action Screen
New Menu
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The importance of CRM
MSc. Business Information Systems
By: Dineshkumar NINGTHOUJAM
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Checking for bug
Above in the screenshot we can notice that the highlighted information does
not match. The screenshot below is the extracted report from the tool. The
deal members should be the list of names as seen in the first screenshot and
not “CHAUTAGNAT Philippe” repeatedly. As a Business Analyst, we have the
responsibility of checking for this kind of bugs in tool from time to time and
report it to the technical team.
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The importance of CRM
MSc. Business Information Systems
By: Dineshkumar NINGTHOUJAM
Creation of new User
When a new employee arrives at Natixis, the employee is ruled out whether
he/she needs a user access to OSACT Selligent. In case a user needs access
to the tool, first thing to do is to create a RACF ID for the user, after the RACF
ID has been created the next step to do is to find out the department and
location of the intended OSACT Selligent user. We do this by finding out the
person who is in the higher hierarchy to the intended OSACT user. After
determining this information the new intended user is provided with a suitable
UFO/Business Unit.
We send a mail to the concerned department for the UFO creation for the
user. After the creation of all this requirements, we have to wait for 24 hr. for
the synchronization. The next day if the synchronization has been proper, the
data would have been already present in the tool. After this particular step
the most important thing to determine is the type of user access for the user.
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User access like Coverage Assistant, DEFI Contributor etc. are provided
depending on the need. When every step has been verified and checked
one last thing to do is to mail the technical team for the activation of the user
account. The account activation will not take much time. After the
confirmation of the account activation we inform the user about the
activation and give them training on the usage of the tool. The duration of
the training session may depending on the user.
The importance of CRM
36
MSc. Business Information Systems
By: Dineshkumar NINGTHOUJAM
Creation of reports (SAP BO)
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The meetings or planning created by the user are all synchronized into SAP
Business Objects and can be extracted later on the user who has proper
access rights to Business Objects. In the new version of the tool, an extraction
button for report has been included. An alternative way to do so will be to
access Business Objects directly.
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The importance of CRM
MSc. Business Information Systems
By: Dineshkumar NINGTHOUJAM
OSACT – SAP BO Synchronization
OSACT
Synchronisation
one way only
from OSACT to
SAP BO
SAP BO
The synchronization process like in OSACT – Outlook synchronization takes
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place at regular intervals. But here in this process the synchronization will only
be for all the planning. This is necessary to keep track of all the client meetings.
The main advantage of this process is, the extraction can be done on various
number of parameters such as user, location or specific string which the users
desires to punch in. The extracted result will be in excel spreadsheet format so
there is also another option of grouping or classifying it based on the users
requirement.
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The importance of CRM
MSc. Business Information Systems
By: Dineshkumar NINGTHOUJAM
OSACT – SAP BO Synchronization
One example of extraction of reports from Business Objects is shown below.
Here we can clearly see that the extraction is done based on the Natixis user.
We can see that the meetings are being based on one specific user, but the
participants are different depending on the meeting.
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*Extracted report from Business Objects Web Intelligence.
The importance of CRM
39
MSc. Business Information Systems
By: Dineshkumar NINGTHOUJAM
OSACT – Outlook Synchronization
Email, Meeting, Contacts
Contacts, Planning
Synchronization
The synchronization is done on a regular basis to keep all the contacts and
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information updated. The user enters contacts, meeting and emails in outlook,
but the OSACT – Outlook synchronization works for CONTACTS and MEETINGS.
In the same manner the contacts or meetings also can be entered manually
into OSACT. In another case In spite of waiting for automatic synchronization,
a user can also proceed ahead with a manual synchronization so that the
data is synchronized then and there.
40
The importance of CRM
MSc. Business Information Systems
By: Dineshkumar NINGTHOUJAM
Obstacles of a Business Analyst
During my internship as a Business Analyst in Natixis, I came across several
obstacles and difficulties at the initial point of the internship. All these
obstacles were solvable or could be surpassed as we mature through time
and experience. Some of the main obstacles that I faced are:
•
Language Barrier
•
Working environment
•
Familiarity with the tools utilized
•
Understanding the rapidly changing trends
To elaborate on the points mentioned above we need to understand that the
obstacles faced during the tenure of my internship were only at the beginning
of the internship. It was all surpassed after a few weeks.
•
Language Barrier
Involving ourselves in a foreign country where the language you speak is not
the first language of the country you decide to involve yourself in can be a
big issue. It can create more problems that what we imagine. we might be an
expert but, language barrier can make a huge impact in the performance. It
can reduce the productivity of our work. First thing to note here is that, as a
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business analyst we need to understand the need od the customer
completely. Without understanding the needs there is no way that we can
proceed further and provide good result. Being an expert in our own line work
doesn’t help in this kind of situation. We need to be well aware of the situation
that we are likely to face and be prepared for it. Not knowing the local
language is almost like being handicapped where you wont be satisfied with
what you do because you just know that the result is not your best.
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The importance of CRM
MSc. Business Information Systems
By: Dineshkumar NINGTHOUJAM
Obstacles of a Business Analyst
•
Working Environment
Working in a new Organization where you are not familiar with the
environment, the people and the work culture also make some difference
initially. This takes some time getting used to. It might depend from people to
people, personality of person as well. If a person is an extrovert he/she might
hit it off well for a starter. The way of getting work done might be different
from the previous experiences. So we need to understand that it is not the
same everywhere.
•
Familiarity with the tools utilized
Different organization use different tools even it might be of same sector.
Some of them might even be proprietary. In general some of the tools might
be common but it is a written fact that there will be some tools that you will
have to get familiar with. We should be open to learning new things and
open to suggestion if we want to make progress in our career. Proprietary tool
I used was OSACT Selligent for which I was provided with a basic training at
the beginning.
•
Understanding the rapidly changing trends
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Due to the changing needs of the customers, the trends in market changes
fro time to time. This is a direct effect due to the needs of the customers. If we
take an example from my own internship, the tool OSACT Selligent evolved a
lot during my 6 months tenure in Natixis. The users of the tool wanted specific
information to be added in several places, which was due to the need of the
customers. Several new functionalities were added in the tool that was not
present previously.
42
The importance of CRM
MSc. Business Information Systems
By: Dineshkumar NINGTHOUJAM
Obstacles of a Business Analyst
According to a survey conducted by “Business Improvements Architects” in
2005 shown below are statistical data excerpt from their website. Some
important challenging factors which needs to be understood that they laid
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out for ensuring greater success are:
•
Lack of Clarity in the Scope of the Business Functions
•
Business Requirements Not Well-Managed
•
Conflict Between Business Groups
•
Not Bringing in Business Analysts in Sufficient Time
Source: http://www.bia.ca/articles/TheTopChallengesFacingBusinessAnalysts.htm
The importance of CRM
43
MSc. Business Information Systems
By: Dineshkumar NINGTHOUJAM
References
Jennifer Carnie, Customer Systems, Inc – 2008.
www.customersystemsinc.com
•
Newell, Frederick (2000), Loyalty.com: Customer relationship
management in the new era of Internet marketing, McGraw-Hill
Publication, New York
•
www.natixis.com
•
www.marketingsherpa.com
•
www.cinterviews.com
•
Business Improvements Architects www.bia.ca
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•
