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

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  • Prof. Dr. Klaus D. Wilde

    Lehrstuhl fr ABWL undWirtschaftsinformatik

    Katholische Universitt Eichsttt-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, Unterschleiheim.

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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: Leuer, 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, Geschftsprozesse und IT-Untersttzung, 3. Aufl., Wiesbaden, S. 15-55

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

    5

    MarketingProcesses

    Back

    Offi

    ce

    Ente

    rpris

    e R

    esso

    urce

    Pla

    nnin

    gSu

    pply

    Cha

    in M

    anag

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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: Leuer, 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, Geschftsprozesse und IT-Untersttzung, 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

    http://upload.wikimedia.org/wikipedia/de/6/65/Closedloopmarketing.jpg

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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.

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

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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, Unterschleiheim.

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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, Unterschleiheim.

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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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    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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    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 Einfhrung 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

    36

    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 Einfhrung 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.

    38

    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.

    42

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

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    e2.1 Campaign management Campaign Properties

    43

    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

    44

    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

    45

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

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    e2.1 Campaign management Distributing Campaign Activities

    46

    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.

    47

    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!

    48

    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

    49

    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.

    50

    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.

    51

    Illustration Microsoft Corp.

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    e2.1 Campaign management Exercise Part 2

    10-17. Exercise to working with Marketing Campaigns.

    52

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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

    53

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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.; Hamann, V.; Tomczak, T. (Hrsg.): Digitale Fachbibliothek Vertrieb, Dsseldorf, 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.

    57

    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.

    59

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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.

    61

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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

    62

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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

    64

    Illustration Microsoft Corp.

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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.

    65

    Illustration Microsoft Corp.

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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!

    66

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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.

    67

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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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    Illustration Microsoft Corp.

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    e3 Sales Processes in Microsoft Dynamics CRM Product Catalog: Product

    69

    Illustration Microsoft Corp.

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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.

    70

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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.

    71

    Illustration Microsoft Corp.

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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.

    72

    Illustration Microsoft Corp.

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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).

    73

    Illustration Microsoft Corp.

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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.

    74

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    e3 Sales Processes in Microsoft Dynamics CRM Quotes

    Quotes are offers for purchase to potential customers.

    75

    Illustration Microsoft Corp.

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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.

    76

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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.

    77

    Illustration Microsoft Corp.

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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.

    78

    Illustration Microsoft Corp.

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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.

    79

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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

    80

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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.

    82

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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.

    83

    Illustration Microsoft Corp.

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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.

    84

    Illustration Microsoft Corp.

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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 companys 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.

    85

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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.

    86

    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.

    87

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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 customers eligibility for support.

    88

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    e4 Customer Service Processes in Microsoft Dynamics CRMService Contract Template

    Service Contracts are created from templates.

    89

    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.

    90

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    e4 Customer Service Processes in Microsoft Dynamics CRMService Contract

    91

    Illustration Microsoft Corp.

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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

    92

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    e4 Customer Service Processes in Microsoft Dynamics CRMService Queues

    93

    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

    94

    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

    95

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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

    96

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    e5.1 ReportingFilters and Views

    97

    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.

    98

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

    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).

    99

    Illustration Microsoft Corp.

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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

    100

    Illustration Microsoft Corp.

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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

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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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    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

    103

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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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    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

    109

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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 users 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 users 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

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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:

    126

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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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    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 CRM5.4 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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