CRM: IT Systems - KU · CRM: IT Systems Sommersemester 2013. Katholische Universität...

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Prof. Dr. Klaus D. Wilde Lehrstuhl für ABWL und Wirtschaftsinformatik Katholische Universität Eichstätt-Ingolstadt CRM: IT Systems Sommersemester 2013

Transcript of CRM: IT Systems - KU · CRM: IT Systems Sommersemester 2013. Katholische Universität...

Page 1: CRM: IT Systems - KU · CRM: IT Systems Sommersemester 2013. Katholische Universität Eichstätt-Ingolstadt ... 1 Basics of CRM and Microsoft Dynamics CRM CRM Main Processes 4

Prof. Dr. Klaus D. Wilde

Lehrstuhl für ABWL undWirtschaftsinformatik

Katholische Universität Eichstätt-Ingolstadt

CRM: IT Systems

Sommersemester 2013

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eCopyright

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.

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eLiterature

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.

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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

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e1 Basics of CRM and Microsoft Dynamics CRMCRM Main Processes

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Strategic CRM Processes

StrategicGoal

Analytical CRM Processes

Operational CRM Processes

Marketing Processes Sales Processes Customer Service Processes

Feedback Support

Products & Services

Campaign Lead Opportunity Offer Contract

Common ProcessesCustomer Value

AnalysisCustomer

SegmentationCustomer

Characterisation

Specific ProcessesTarget Groups

AnalysisCross-Selling-

AnalysisChurn

AnalysisCustomer Risk

Analysis

StrategicAnalysis

StrategicConception

Strategy Imp-lementation

StrategicControlling

Vision

StrategyDevelopment

EnviromentAnalysis

ResourcesAnalysisSWOT-

Analysis

ProcessesControlling

ResultsControlling

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

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e1 Basics of CRM and Microsoft Dynamics CRMComponents of CRM-Systems

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MarketingProcesses

Back

Offi

ce

Ente

rpris

e R

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Pla

nnin

gSu

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Cha

in M

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OperationalCRM-System

AnalyticalCRM-System

Data Warehouse

Data Mining

CRMApplications

InteractionsChannels

Customer Touch Points

Field Service Indoor Service CICSubsidiaries Website

OLAP

Pers. Contact WWW E-MailTelephone Mail/Fax Etc.

Customer ServiceProcesses

Sales Processes

Operational Customer Database

Etc.

Campaign Opportunity FeedbackLead Offer/Contract Support

BasisApplications

Contact WorkflowMaster Data

Activities Escalation

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

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e1 Basics of CRM and Microsoft Dynamics CRM Closed-Loop Process

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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

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e1 Basics of CRM and Microsoft Dynamics CRM Closed-Loop Process

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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 …

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e1 Basics of CRM and Microsoft Dynamics CRM 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

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e1 Basics of CRM and Microsoft Dynamics CRM Microsoft Dynamics CRM

Microsoft Dynamics CRM is a web-based application built on the Microsoft .NET Framework.

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Web-basedUser Interface

Microsoft Outlook

Web-enabledMobile Devices

CRM-Server

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e1 Basics of CRM and Microsoft Dynamics CRM Gartner Magic Quadrant for Sales Force Automation

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e1 Basics of CRM and Microsoft Dynamics CRM Access to Microsoft Dynamics CRM

Link: http://www.microsoft.com/en-us/dynamics/crm-login.aspx

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Illustration © Microsoft Corp.

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e1 Basics of CRM and Microsoft Dynamics CRM Access to Microsoft Dynamics CRM

Sign-in with User Name and Password:

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Illustration © Microsoft Corp.

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e1 Basics of CRM and Microsoft Dynamics CRM Access to Microsoft Dynamics CRM

Open Microsoft Dynamics CRM:

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Illustration © Microsoft Corp.

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e141 Basics of CRM and Microsoft Dynamics CRM

User Interface of Microsoft Dynamics CRM

Illustration © Microsoft Corp.

Ribbon

Getting Started pane

Charts

Grid

Applicationarea

ApplicationNavigation

Pane

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e1 Basics of CRM and Microsoft Dynamics CRM 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.

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e161 Basics of CRM and Microsoft Dynamics CRM

User Interface of Microsoft Dynamics CRM: Record Level

Illustration © Microsoft Corp.

Ribbon

Header

Body

Footer

EntityNavigation

Pane

Jump Selector

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e1 Basics of CRM and Microsoft Dynamics CRM 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.

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e1 Basics of CRM and Microsoft Dynamics CRM Microsoft Dynamics CRM Entities

Campaign

Campaign Activity

Campaign Response

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Lead

Team

Goal User

Account

Service Contract

Service

Case

Service Activities

Service Schedule

Case Resolution

ContactOpportunity

Quote

Products

Activities

Queue

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e1 Basics of CRM and Microsoft Dynamics CRM Accounts and Contacts

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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.

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e1 Basics of CRM and Microsoft Dynamics CRM Accounts

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Illustration © Microsoft Corp.

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e1 Basics of CRM and Microsoft Dynamics CRM Accounts

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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, cresitlimit, etc.)

Contacts of this account

Notes & Activities

Preferences: contact methods, service preferences, marketing information.

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e1 Basics of CRM and Microsoft Dynamics CRM Contacts

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Illustration © Microsoft Corp.

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e1 Basics of CRM and Microsoft Dynamics CRM Contacts

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Record Wall: to share insights about the contact with other colleagues

General: 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.

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e1 Basics of CRM and Microsoft Dynamics CRM Activities and Notes

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Notes are comments and other descriptive text related to a record.

Activity is a business interaction.

Activity types:

Illustration © Microsoft Corp.

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e1 Basics of CRM and Microsoft Dynamics CRM Activities and Notes

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Data Field DescriptionSubject A brief description of the activityRegarding The customer or other record to which the activity is relatedDescription Additional notes or information about the activityStatus The status of the activity, such as Active, Completed, or CanceledDuration The estimated time it will take for the activity to be completedActual Duration The actual time it takes for the activity to be completedScheduled Start The estimated start date of the activityDue Date The estimated completion date of the activityActual Start The date the activity was startedActual 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.

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e1 Basics of CRM and Microsoft Dynamics CRM Import Microsoft Dynamics CRM allows bulk data loading into the system with Import

Data Wizard.

Record types available for import by default:

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Quelle: Snyder, M.; Steger, J.; Landers, B. (2011): Microsoft Dynamics CRM 2011 − Grundlagen: Optimales Kundenmanagement in Marketing, Vertrieb und Service, Unterschleißheim.

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e1 Basics of CRM and Microsoft Dynamics CRM ImportSteps (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:

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Illustration © Microsoft Corp.

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e1 Basics of CRM and Microsoft Dynamics CRM Import

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Fields mapping: when importing end users have to map Microsoft Dynamics data fields to fields represented in the import file.

Illustration © Microsoft Corp.

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e1 Basics of CRM and Microsoft Dynamics CRM 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:

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Illustration © Microsoft Corp.

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e1 Basics of CRM and Microsoft Dynamics CRM Exercise Part 1

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1-9. Exercise to working with Accounts, Contacts, Activities, and Data Import.

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e

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

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e322 Microsoft Dynamics CRM

Main Processes of Operational CRM

Marketing Processes

Campaign Lead

Customer Contacts

Generation

Customer Contacts

Assessment & Overseeing

SalesProcesses

Opportunity Offer

Sales Opportunities

Handling

OfferPreparation & Overseeing

Customer ServiceProcesses

Feedback Support

Customer Feedback

Capturing & Processing

Customer Problems

Capturing & Solving

Contract

Products &Services

ContractsCollecting & Forwarding

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e2 Marketing Processes in Microsoft Dynamics CRM Marketing Processes in Microsoft Dynamics CRM

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Illustration © Microsoft Corp.

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e

1 Basics of CRM and Microsoft Dynamics CRM

2 Marketing Processes in Microsoft Dynamics CRM2.1 Campaign Management

2.2 Lead Management

3 Sales Processes in Microsoft Dynamics CRM

4 Customer Service Processes in Microsoft Dynamics CRM

5 Additional Features of Microsoft Dynamics CRM

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e2.1 Campaign managementObjective of Campaign management

Objective of Campaign management is to offer:

right information and service

to the right customer according to his needs

with a right communication method and channel

at appropriate time

at optimal price.

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Campaignplanning

Campaignexecution

Campaignanalysis

Campaignreporting

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

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e2.1 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

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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

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e372.1 Campaign management

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.

Illustration © Microsoft Corp.

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e2.1 Campaign management 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.

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Illustration © Microsoft Corp.

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e392.1 Campaign management

Static Marketing Lists

Lookup: simple search to add members individually

Advanced Find: search for records that share specific attributes (search criteria)

Static – members are added manually by using search or query tool.

Illustration © Microsoft Corp.

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e402.1 Campaign management

Marketing Lists

Dynamic – members are selected by predefined query at the time when the marketing list is used

Illustration © Microsoft Corp.

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e412.1 Campaign management

Campaign Creation

Illustration © Microsoft Corp.

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e2.1 Campaign management Campaign Creation

Field DescriptionName 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 ofCampaign 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 ofCampaign

The sum of the total cost of campaign activities and miscellaneous costs.

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Quelle: Snyder, M.; Steger, J.; Landers, B. (2011): Microsoft Dynamics CRM 2011 − Grundlagen: Optimales Kundenmanagement in Marketing, Vertrieb und Service, Unterschleißheim.

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e2.1 Campaign management Campaign Properties

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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.

Illustration © Microsoft Corp.

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e2.1 Campaign management 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

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Illustration © Microsoft Corp.

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e2.1 Campaign management Campaign Activities

Field DescriptionChannel The communication method for the activityType A way to categorize the activitySubject A high-level description of the activityOwner The user who has been assigned to the activityOutsource 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 activityScheduled End The target end date for the activityActual Start The actual start date for the activityActual End The actual end date for the activityBudget Allocated The amount of budget allocated for the activityActual Cost The actual cost of the activityPriority Prioritization of the activityNo. of Days An anti-spam setting that lets you prevent too-frequent communication from

a campaign

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Quelle: Snyder, M.; Steger, J.; Landers, B. (2011): Microsoft Dynamics CRM 2011 − Grundlagen: Optimales Kundenmanagement in Marketing, Vertrieb und Service, Unterschleißheim.

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e2.1 Campaign management Distributing Campaign Activities

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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.

Illustration © Microsoft Corp.

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e2.1 Campaign management 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.

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Illustration © Microsoft Corp.

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e2.1 Campaign management 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!

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Illustration © Microsoft Corp.

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e2.1 Campaign management 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

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Illustration © Microsoft Corp.

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e2.1 Campaign management Recording Campaign Responses

Campaign responses can be converted into leads, quotes, orders, or opportunities.

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Illustration © Microsoft Corp.

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e2.1 Campaign management 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.

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Illustration © Microsoft Corp.

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e2.1 Campaign management Exercise Part 2

10-17. Exercise to working with Marketing Campaigns.

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1 Basics of CRM and Microsoft Dynamics CRM

2 Marketing Processes in Microsoft Dynamics CRM2.1 Campaign Management

2.2 Lead Management

3 Sales Processes in Microsoft Dynamics CRM

4 Customer Service Processes in Microsoft Dynamics CRM

5 Additional Features of Microsoft Dynamics CRM

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e542.2 Leadmanagement

Main Processes of Operational CRM

Marketing Processes

Campaign Lead

Customer Contacts

Generation

Customer Contacts

Assessment & Overseeing

SalesProcesses

Opportunity Offer

Sales Opportunities

Handling

OfferPreparation & Overseeing

Customer ServiceProcesses

Feedback Support

Customer Feedback

Capturing & Processing

Customer Problems

Capturing & Solving

Contract

Products &Services

ContractsCollecting & Forwarding

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e552.2 Leadmanagement

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 is an unqualified contact or person.

Lead Generation

LeadImprovement

LeadConversion

LeadQualification

LeadDistribution

Reporting / Monitoring / Analysis

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)

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e562.2 Leadmanagement

Lead

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

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

LeadGeneration

LeadImprovement

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e2.2 Leadmanagement 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.

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Illustration © Microsoft Corp.

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e582.2 Leadmanagement

Lead

Lead Qualification

Prioritisation of leads based on specific criteria

Goal: qualitative intelligence

Lead Distribution

Distribution to Sales department

LeadGeneration

LeadImporvement

LeadQualification

LeadDistribution

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

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e2.2 LeadmanagementLead 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.

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e60

2.2 LeadmanagementLead

Lead Conversion

Conversion Process: Lead -> Customer

Lead-Reporting/Monitoring/Analysis Loop between Marketing and Sales (ex., Feedback on contracts)

Figures

LeadGeneration

LeadImprovement

LeadConversion

LeadQualification

LeadDistribution

Reporting / Monitoring / Analysis

Quelle: Geib, M.; Kolbe, L. M.; Brenner, W. (2004): Collaborative Customer Management in Financial Service Alliances, Proceedings of the 10th Americas Conference onInformation Systems (AMCIS 2004), New York, S. 3805-3817

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e2.2 Lead management Exercise Part 3

18-20. Exercise to working with Leads.

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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

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e633 Sales Processes in Microsoft Dynamics CRM

Main Processes of Operational CRM

Marketing Processes

Campaign Lead

Customer Contacts

Generation

Customer Contacts

Assessment & Overseeing

SalesProcesses

Opportunity Offer

Sales Opportunities

Handling

OfferPreparation & Overseeing

Customer ServiceProcesses

Feedback Support

Customer Feedback

Capturing & Processing

Customer Problems

Capturing & Solving

Contract

Products &Services

ContractsCollecting & Forwarding

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e3 Sales Processes in Microsoft Dynamics CRM Sales Processes in Microsoft Dynamics CRM

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e3 Sales Processes in Microsoft Dynamics CRM Product Catalog

Product Catalog in Microsoft Dynamics CRM allows quickly find and use products and services that the company sells.

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e3 Sales Processes in Microsoft Dynamics CRM Product Catalog: Discount List

Discount lists control how prices change based on the quantity of the product or service being purchased. Discount can be by percentage or by absolute value.

After discount list is created it is populated with Discounts:

Quantity ranges should not overlap!

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e3 Sales Processes in Microsoft Dynamics CRM Product Catalog: Unit Group

Base unit (primary unit) is the smallest mean of tracking items sold. Ex., pounds, hours, tons.

Unit group defines how items are grouped into larger quantities. Ex., hours and days, books and cases.

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e3 Sales Processes in Microsoft Dynamics CRM Product Catalog: Price List

Price List defines how prices are set for different units in the unit group of the product.

Companies can have different price lists for different needs: ex., retail vs. wholesale, public vs. private.

Price list consists of Price List Items that define price of specific unit of specific product.

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e3 Sales Processes in Microsoft Dynamics CRM Product Catalog: Product

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e3 Sales Processes in Microsoft Dynamics CRM Opportunity

Opportunity is a potential sale and the process related to this sale.

It starts with the awareness of a possible sale and ends with the opportunity being won or lost.

Opportunity management in Microsoft Dynamics CRM helps track all the activities associated with the sale process.

Opportunities can be created explicitly for accounts or contacts, or can be converted from leads.

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e3 Sales Processes in Microsoft Dynamics CRM Opportunity

Two revenue settings for opportunities: System Calculated – estimated revenue is calculated by using combination of

products and price list attached to the opportunity.

User Defined – enter the amount of the opportunity directly.

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e3 Sales Processes in Microsoft Dynamics CRM Forecasting Potential Sales

Opportunities are often used to forecast potential sales and revenues.

Mircosoft Dynamics CRM provides reports, charts, and dashboards that help analyse and visualise sales information.

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e3 Sales Processes in Microsoft Dynamics CRM Opportunity

When the work with the customer to determine whether he/she will purchase from the company is finished, the opportunity is closed to indicate the decision made by the customer.

Opportunities can be either won (customer decides to make a purchase), or lost (no purchase is made by the customer).

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e3 Sales Processes in Microsoft Dynamics CRM Opportunity

In some cases the opportunities are closed as lost because the customer delayed the purchase process.

If after some time this customer wants continue the purchase negotiations, it is not necessary to create a new opportunity, but rather it is possible to reopen the closed opportunity to continue working with it.

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e3 Sales Processes in Microsoft Dynamics CRM Quotes

Quotes are offers for purchase to potential customers.

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e3 Sales Processes in Microsoft Dynamics CRM Quotes

After a quote is created it has a status draft. The draft can be modified.

Before sending the quote should be activated. After that the system creates an official quotation.

The quote can be modified if the customer requests a revision to the quote.

These revised quotes are stored separate: they have the same Quote ID but different Revision ID.

Quote can be associated with the opportunity and used to calculate the estimated revenue.

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e3 Sales Processes in Microsoft Dynamics CRM Order

A successfully presented quote becomes an order.

Only active quote can be converted into an order.

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e3 Sales Processes in Microsoft Dynamics CRM Invoice

When the products/services are ready to be delivered to a customer, the order is used to generate an invoice.

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e3 Sales Processes in Microsoft Dynamics CRM Exercise Part 4

21-30. Exercise to working with Product Catalog, Opportunities, Quotes, Orders, and Invoices.

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e

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

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e814 Customer Service Processes in Microsoft Dynamics CRM

Main Processes of Operational CRM

Marketing Processes

Campaign Lead

Customer Contacts

Generation

Customer Contacts

Assessment & Overseeing

SalesProcesses

Opportunity Offer

Sales Opportunities

Handling

OfferPreparation & Overseeing

Customer ServiceProcesses

Feedback Support

Customer Feedback

Capturing & Processing

Customer Problems

Capturing & Solving

Contract

Products &Services

ContractsCollecting & Forwarding

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e4 Customer Service Processes in Microsoft Dynamics CRMCustomer Service

Customer Support Department can use marketing and sales data to improve the quality of post-sale relationship with the customer.

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e4 Customer Service Processes in Microsoft Dynamics CRMCase Cases are service requests: any request or support incident for customer.

Cases can be created from Cases navigation area, from an account or contact record, or from an activity.

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e4 Customer Service Processes in Microsoft Dynamics CRMCase

Microsoft Dynamics CRM allows to track all the activities connected to the case.

Case cannot be resolved if it has any uncompleted activities.

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e4 Customer Service Processes in Microsoft Dynamics CRMKnowledge Base

Knowledge Base is a collection of articles in Microsoft Dynamics CRM that can be references by customer service representatives when they are answering questions about company’s products or services.

Microsoft Dynamics CRM allows to associate articles with specific cases.

Articles are text-based and can contain, for example, user guides, answers to frequently asked questions, summaries of recurring problems and their solutions.

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e4 Customer Service Processes in Microsoft Dynamics CRMKnowledge Base

Support personnel can write Knowledge Base articles and then submit them for review.

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Draft Unapproved

Published

UnpublishedIllustration © Microsoft Corp.

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e4 Customer Service Processes in Microsoft Dynamics CRMKnowledge Base

Knowledge Base articles are usually created based on internal templates that specify the structure of the article and how different sections should be filled.

Article Templates can be created from Settings. They provide people tasked with creating Knowledge Base article with content and formatting guidelines for each article type.

Template is divided into sections that contain title and instructions.

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Illustration © Microsoft Corp.

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e4 Customer Service Processes in Microsoft Dynamics CRMService Contract

Service Contracts are agreements that define support terms offered to a customer, either during a specified time period or for a specified number of cases or hours.

Contracts contain contract lines – conditions for the services specified in the contract.

Contracts allow to quickly identify customer’s eligibility for support.

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e4 Customer Service Processes in Microsoft Dynamics CRMService Contract Template

Service Contracts are created from templates.

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Illustration © Microsoft Corp.

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e4 Customer Service Processes in Microsoft Dynamics CRMService Contract Template

Field DescriptionName The name of the contract template.

Abbreviation An abbreviation of the template name. This is displayed with the name when you create a new contract.

Billing Frequency The invoice frequency for the contract, such as monthly, bimonthly, quarterly, semiannually, or annually.

Allotment Type The service units of the contract, which could be in number of cases, time, or coverage dates.

Contract Service Level

The rating of the customer service level. The default values areGold, Silver, and Bronze.

Use Discount AsPercentage

A configuration field in which you can set any applicable discount amount as a percentage or as a fixed dollar value.

Description Additional comments or a description of the contract template.

Calendar The hours of availability by day for the contract. This is typically set to include regular business hours but can be configured for 24-hour, 7-days-a-week support.

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e4 Customer Service Processes in Microsoft Dynamics CRMService Contract

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e4 Customer Service Processes in Microsoft Dynamics CRMService Contract

Contract Statuses: Draft – default status

Invoiced – accepted by the customer and has a pending start date

Active – within specified start and end date, and is eligible for support

On Hold – on hold from the Active status (ex., further review or negotiation with the customer)

Cancelled – cancelled prior to the end date by company or customer

Expired – passed specified end date without being renewed

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e4 Customer Service Processes in Microsoft Dynamics CRMService Queues

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Service Queues are used to improve routing of cases and efficiency of customer support.

Queues are usually set up based on product/service expertise.

Actions on items in the queue: Routing – moves item from one queue to another

Work On – assigns item to a particular user or team

Release – removes user association with the item

Remove – removes the item from the queue

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e4 Customer Service Processes in Microsoft Dynamics CRMExercise Part 5

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31-40. Exercise to working with Cases, Knowledge Base, and Service Contracts.

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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 Functions of Microsoft Dynamics CRM

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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 Functions of Microsoft Dynamics CRM5.1 Reporting

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e5.1 ReportingFilters and Views

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Views in Microsoft Dynamics CRM can be used to look at the list of records and to filter them.

Based on filters it is possible to create customised views to have quick access to often used filters.

Steps: Open record grid. view

In View select Filter:

This will allow to filter records on the grid:

Save the customised View. Illustration © Microsoft Corp.

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e5.1 ReportingCharts

Microsoft Dynamics CRM allows to create different charts (or use predifined) to analyse and visualise data.

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Quelle: Snyder, M.; Steger, J.; Landers, B. (2011): Microsoft Dynamics CRM 2011 − Grundlagen: Optimales Kundenmanagement in Marketing, Vertrieb und Service, Unterschleißheim.

Illustration © Microsoft Corp.

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e5.1 ReportingDashboards

Dashboard is a presentation of various sets of data in a single screen.

Dashboards: strategic (to understand overall performance) and tactical (to highlight current or recent work).

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e5.1 ReportingReport Wizard

Report Wizard allows to create sophisticated reports within Microsoft Dynamics CRM interface. These reports can also be scheduled to be delivered.

Steps: Select record types to be included in the report

Select filtering criteria

Select layout of fields

Select formatting of the report: table or chart and table

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e5.1 ReportingReport With Excel

Microsoft Dynamics CRM allows to export data to Microsoft Excel.

Types of export: Static data to Excel worksheets

Dynamic data to Excel worksheets

Dynamic data to Excel PivotTables

Dynamic data option allows to update data in the report directly from Excel.

101

Illustration © Microsoft Corp.

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e5.1 Reporting Exercise Part 6

102

41-45. Exercise to working with reporting functions of Microsoft Dynamics CRM.

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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 Functions of Microsoft Dynamics CRM5.2 Workflow Management

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e5.2 Workflow ManagementWorkflow Management

104

Workflow is an automated process. They are often associated with conditional statements, such as business rules that have multiple choices.

Depending on the choice, an action can occur and workflow can be used to automatically do this action.

Benefits of using workflows: Increasing efficiency

Standardising processes

Improving excising processes

Streamlining steps

Improving internal communication and collaboration

Controlling routines

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e5.2 Workflow ManagementWorkflow

105

Workflow can be run automatically or on demand. They can also be parts of other workflows.

Workflow contains different types of steps:

Check Condition – when the step is reached the workflow checks if the condition holds; if the condition holds, the next step is performed; if not, the process of stage finishes.

Wait Condition – workflow waits until the condition holds to continue with the next step.

Illustration © Microsoft Corp.

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e5.2 Workflow ManagementWorkflow

106

Creation and update of the records within the workflow is done according to predefined properties.

These properties can be: Setup manually to some predefined value (for example, country name)

Setup based on properties of other linked records using Dynamic Values:

Illustration © Microsoft Corp.

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e5.2 Workflow ManagementWorkflow

107

Workflow can be set up for individual users, groups or for the whole organisation.

Illustration © Microsoft Corp.

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e5.2 Workflow ManagementExercise Part 7

108

46-49. Exercise to working with Workflows.

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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 Functions of Microsoft Dynamics CRM5.3 Security

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e5.3 SecuritySecurity in Microsoft Dynamics CRM

110

Goals of security: Provide users with access only to the information they require to perform their job

functions

Categorise users into types to define roles and restrict access based on those roles

Support data sharing for collaboration which allows to explicitly grant access to data they not own

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e5.3 SecuritySecurity in Microsoft Dynamics CRM

111

Security elements: Business units

Users

Security roles

Teams

All people (users) who access your Microsoft Dynamics CRM system must be uniquely identified. The system must know where they sit in the organisationstructure (business unit) and what they are allowed to do (security role) once logged in.

Teams are used to establish collective groups in CRM.

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e5.3 SecuritySecurity in Microsoft Dynamics CRM

112

Most of records in Microsoft Dynamics CRM have one of two types of ownership: User/team owned – usually records related to the customer (ex., lead, account,

contact, opportunity)

Organisation owned – usually used for reference data and associated with a business unit (ex., product, queue)

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e5.3 SecurityBusiness Units

113

Top-level business unit is automatically defined and is the organisation that uses Microsoft Dynamics CRM.

Other business units can be subsidiaries, divisions, branch offices, operating units, etc.

Business units allow to capture the organisation structure.

Small organisations often use only one top-level business unit in Microsoft Dynamics CRM.

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e5.3 SecurityBusiness Units

114

Illustration © Microsoft Corp.

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e5.3 SecurityUsers

115

User is each and every person who will access Microsoft Dynamics CRM

Identification: On-Premises: network logon identifier

Online: Windows Live ID

Illustration © Microsoft Corp.

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e5.3 SecurityUser Administration

116

User is assigned to a business unit

When user leaves the organisation, the following steps should be done: Reassign the records owned by the user to another users

Disable the user’s account

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e5.3 SecuritySecurity Roles

117

Security roles govern what a user can do after he/she is granted access to the system.

Microsoft Dynamics has 14 predefined security roles but it is also possible to create new roles

Two categories of security roles: Entity – relates to type of records captured in the system (ex. account, contact,

product)

System features – functions that can be performed in the system (ex., print, import data)

Elements of entity security roles: Entity

Action

Access level

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e5.3 SecuritySecurity Roles

Actions: Create – create a new record

Read – view and open existing record

Write – change existing record

Delete – delete existing record

Append – attach this record to another

Append To – attach another record to this record

Assign – assign this record to another user

Share – share this record with another user

118

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e5.3 SecuritySecurity Roles

Access level:Organisation – can perform this action on any record in the system

Parent/child – can perform this action on any record in the same business unit as the user and any record in any child business unit of the user’s business unit

Business unit – can perform this action on any record in the same business unit as the user

User – can perform this action only on record owned by this user

None – cannot perform this action

119

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e5.3 SecuritySecurity Roles

120

Illustration © Microsoft Corp.

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e5.3 SecuritySharing

Sharing makes it possible to get access to records not included into his security role.

Typically any record in CRM that is associated with a customer (ex., lead, account, contact) can be shared.

Sharing is only possible if the user have the right to do that.

Sharing defines: Who this record is shared with

What actions can this user perform with this record

But: you grant privileges to that specific record itself, but only if the user already has the privilege to perform the similar action to his or her own records.

121

Illustration © Microsoft Corp.

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e5.3 SecurityTeam

Team is a group of users.

Teams are assigned with security roles and can own records and facilitate sharing.

The key benefit of teams is that if a new employee joins the organisation, he/she can be added to a team and is automatically shared with all the records that the team has been granted access to or owns.

A user can be a member of several teams.

Teams are automatically created for each business unit.

122

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e5.3 SecurityTeam

123

Illustration © Microsoft Corp.

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e5.3 SecurityTerritories

124

Territories group users within geographical regions.

Each territory has one manager and multiple users.

Territories are user to distribute records according to geography: each record (ex., account, contact, lead) can be assigned to a territory.

Usually special workflows are created to automatically assign territories.

Illustration © Microsoft Corp.

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e5.3 SecurityField Security

125

Field security allows to lock and protect certain fields in a record.

Field security specifies who can read and edit the content of this field:

Field security is controlled by field security profiles.

Illustration © Microsoft Corp.

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e5.3 SecurityAuditing Auditing is used to track and analyse what fields were changed, when, and

who changed them.

Auditing can be global or on specific entities.

Audit history is accessible from the record:

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Illustration © Microsoft Corp.

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e5.3 SecurityExercise Part 8

127

50-56. Exercise to working with Security features of Microsoft Dynamics CRM.

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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 Functions of Microsoft Dynamics CRM5.4 Mail Templates

128

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e5.4 Mail TemplatesMicrosoft Word Mail Merge

129

Mail Merge is used to merge different data from Microsoft Dynamics CRM into a template or different templates that can be used to quickly create finished documents.

Illustration © Microsoft Corp.

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e5.4 Mail TemplatesMicrosoft Word Mail Merge

130

Illustration © Microsoft Corp.

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e5.4 Mail TemplatesE-Mail Templates

E-mail templates allow to create e-mails quickly based on records data.

131

Illustration © Microsoft Corp.

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e5.4 Mail TemplatesExercise Part 9

132

57-60. Exercise to working with Mailing Templates.

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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 Functions of Microsoft Dynamics CRM5.5 Configuration

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e5.5 ConfigurationConfiguration

Every entity has at least one form, and it is possible to change different things on these forms: add or remove fields

remove sections

add or remove tabs

modify the values of a drop-down lists

use iFrames and Web Resources

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e5.5 ConfigurationConfiguration of Forms

135

Illustration © Microsoft Corp.

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e5.5 ConfigurationField Configuration: Drop-Down Lists

136

Illustration © Microsoft Corp.

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e5.5 ConfigurationField Configuration

137

Illustration © Microsoft Corp.

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e5.5 ConfigurationForm Display Configuration

138

For each entity there can be two forms: main and mobile.

Illustration © Microsoft Corp.

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e5.5 ConfigurationiFrame

iFrame (Inline Frame) displays content from other places within Microsoft Dynamics CRM or from the Internet, within an entity form in Microsoft Dynamics CRM.

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e5.5 ConfigurationWeb Resources A Web Resource in Dynamics CRM refers to items such as Silverlight

applications, XML files, JavaScript functions, and even self-contained HTML pages.

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e5.5 ConfigurationExercise Part 10

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61-68. Exercise to working with configuration options of Microsoft Dynamics CRM.

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e

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 Functions of Microsoft Dynamics CRM5.6 Extras

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e5.6 ExtrasSubject Line

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Subjects are categories used in a hierarchical list to correlate and organiseinformation.

Subjects can be used to organise products, sales literature, and Knowledge Base articles.

Subjects usually aligned to products or business divisions.

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e5.6 ExtrasRegarding Field

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Regarding field used to associate activities with other records.

By that a link is created which allows easier access to all associated activities of this specific record.

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e5.6 ExtrasDuplicate Detection

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Microsoft Dynamics CRM can help to detecting duplicates to ensure the quality of stored data and the quality of work performed by employees.

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e5.6 ExtrasScheduling

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Microsoft Dynamics CRM offers the ability to schedule, find conflicts, assign people, and allocate in-demand equipment and locations.

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e5.6 ExtrasScheduling: Staff Working Hours

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e5.6 ExtrasScheduling

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Resource group is a combination of users, equipment, facilities, and teams.

Facilities and Equipment:

Sites:

Services:

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e5.6 ExtrasDialogs

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Dialogs are special types of Workflows that allow for interactive sessions with the user.

Dialogs often used to automate call centre scripts. They can be used as Question/Answer tool, and to query and present CRM data and carry out workflow execution.

Input Arguments – to pass parameters from a parent workflow

Variables – temporary variables to help run the dialog; they are stored only for the duration of the dialog

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e5.6 ExtrasDialogs Dialog is presented as a series of pages. At least one page is needed to run

the dialog.

Dialogs use Prompt-Response steps:

Prompt part of a dialog contains Prompt Text (question to be answered/statement to be said) and Tip Text (hint).

Prompt and Tip Text can use dynamic values.

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e5.6 ExtrasDialogs

Response options: None – no response to be recorded

Single Line – to enter a single line of text, Integer or Float

Options Set (radio buttons) – to enter a pair of inputs

Option Set (picklist) – to enter multiple values

Multiple Lines (Text Only) – to enter larger amount of text

Date and Time/Date Only

Lookup

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e5.6 ExtrasExercise Part 11

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69-79. Exercise to working with extra functions of Microsoft Dynamics CRM.