CRM: IT Systems - KU · PDF fileCRM: IT Systems Sommersemester 2015 ... Strategic CRM...
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Prof. Dr. Klaus D. Wilde
Lehrstuhl fr ABWL und Wirtschaftsinformatik
Katholische Universitt Eichsttt-Ingolstadt
CRM: IT Systems
Sommersemester 2015
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e Copyright
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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e Literature
Hippner, H.; Wilde, K. D. (Hrsg.) (2004): IT-Systeme im CRM, Wiesbaden.
Hippner, H.; Hubrich, B.; Wilde, K. D. (Hrsg.) (2011): Grundlagen des CRM Konzepte und Gestaltung, 3. Aufl., Wiesbaden.
Snyder, M.; Steger, J.; Landers, B. (2011): Microsoft Dynamics CRM 2011 Grundlagen: Optimales Kundenmanagement in Marketing, Vertrieb und Service, Unterschleiheim.
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e Course Overview
Course Content: Working with Microsoft Dynamics CRM + Exercises
Case Study
Exam: 1. Termin 09.07.2015
2. Termin 08.10.2015
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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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e 1 Basics of CRM and Microsoft Dynamics CRM CRM Main Processes
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Strategic CRM Processes
Strategic Goal
Analytical CRM Processes
Operational CRM Processes
Marketing Processes Sales Processes Customer Service Processes
Feedback Support
Products & Services
Campaign Lead Opportunity Offer Contract
Common Processes Customer Value
Analysis Customer
Segmentation Customer
Characterisation
Specific Processes Target Groups
Analysis Cross-Selling-
Analysis Churn
Analysis Customer Risk
Analysis
Strategic Analysis
Strategic Conception
Strategy Imp- lementation
Strategic Controlling
Vision
Strategy Development
Enviroment Analysis
Resources Analysis SWOT-
Analysis
Processes Controlling
Results Controlling
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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e 1 Basics of CRM and Microsoft Dynamics CRM Components of CRM-Systems
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Marketing Processes
Back
Offi
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Ente
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Pla
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Cha
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Operational CRM-System
Analytical CRM-System
Data Warehouse
Data Mining
CRM Applications
Interactions Channels
Customer Touch Points
Field Service Indoor Service CIC Subsidiaries Website
OLAP
Pers. Contact WWW E-Mail Telephone Mail/Fax Etc.
Customer Service Processes
Sales Processes
Operational Customer Database
Etc.
Campaign Opportunity Feedback Lead Offer/Contract Support
Basis Applications
Contact Workflow Master 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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e 1 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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e 1 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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e 1 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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e 1 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-based User Interface
Microsoft Outlook
Web-enabled Mobile Devices
CRM-Server
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e 1 Basics of CRM and Microsoft Dynamics CRM Gartner Magic Quadrant for Sales Force Automation
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e 1 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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e 1 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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