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Transcript of CRM: IT Systems - KU · PDF fileCRM: IT Systems Sommersemester 2015 ... Strategic CRM...

  • 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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    e R

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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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