CRM Customer Relationship Management

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FCIH Initiative Program

CRM Customer Relationship Management

Osama Magdy

CRM - What is CRM?



CRM, or Customer relationship management, is a number of strategies and technologies that are used to build stronger relationships between companies and their customers A company will store information that is related to their customers, and they will spend time analyzing it so that it can be used for serving them.



CRM - What is CRM?



The aim of CRM is to:


Identify who customers/business partners are Attract them to company's business Manage interactions with them throughout their relationship lifecycle with the company Learn more about them Increase their satisfaction. The company can gain new customers, and it can also become highly competitive in the market











CRM - History & Evolution
In the past, it was difficult to effectively track customers and their purchases. The foundation for CRM was laid during the 1980s. During this time, it was referred to as µdatabase marketingµ. The information that was collected via surveys did not give the company a great of information. In the 1990s, the term ´Customer Relationship Managementµ was introduced. CRM was a dual system, trying to build a sense of loyalty in the customers.









CRM - History & Evolution

CRM ² Business Strategy



CRM represents an enterprise business strategy that involvs focusing knowlege, business process, and organizational structure around customers

CRM ² Business Strategy



In a typical company, it is not unusual to have to following scenario:

CRM ² Business Strategy



In a customer focused company, the information flow and the ability to access information is very different:

CRM - Impact on organizations
Shifting focus from product to customer





Streamlining the offer to what customers want, not what the organization can make



Highlighting competencies required for an effective CRM process

CRM - Aspects
Operational CRM: Automation of the support of customer processes that include a company·s sales or service representative





Collaborative CRM: direct communication with customers that does not include a company·s representative (´self serviceµ)



Analytical CRM: analysis of customer data for a broad range of purposes

CRM ² Example (Amazon)

Ads

CRM - Example (Amazon)

CRM - Vendors

Oracle Siebel SAP Microsoft Dynamix Onyx Sugar CRM (Open Source)

CRM - Siebel
Enables companies to manage interactions with customers, partners, and employees Typically deployed as a single application with broad functionality Uses a single database to:








Allow all users access to the same set of data. Ensure changes to data are made once and only once



CRM - Siebel
Types of Siebel applications:




Employee application Siebel Call Center

Example:
 

Customer and Partner application Siebel eSales Siebel Partner Protal

Examples:
 

CRM - Siebel


Employee Application: Siebel Call Center

CRM - Siebel


Customer Application: Siebel eSales

Catalog

Shopping Cart

CRM - Siebel


Partner Application: Siebel Partner Portal

opportunities

CRM - Siebel


Siebel Architecture

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CRM ² Working in CRM Field


Where?


Vendor Customer





What?


Analysis Design Configuration/Development Testing Administration DBA











CRM - Resources


CRM:


http://www.exforsys.com/tutorials/crm.html
http://h20338.www2.hp.com/enterprise/downloads/CRMArchitecture_Whitepape r_HPC.pdf





Siebel:


http://www.oracle.com/siebel/index.html Siebel book shelf: http://download.oracle.com/docs/cd/E14004_01/homepage.htm http://siebelunleashed.com







SAP CRM:


http://www.sap.com/solutions/business-suite/crm/index.epx http://help.sap.com/content/documentation/sbs/docu_sbs_crm_design. htm





More resources soon on my blog (techienotes.info)

CRM

Questions
Contact me:


[email protected] [email protected] Blog: www.techienotes.info





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