CRM: IT Systems - KU · Katholische Universität Eichstätt-Ingolstadt Lehrstuhl für ABWL und...

Prof. Dr. Klaus D. Wilde

Lehrstuhl für ABWL und Wirtschaftsinformatik

Katholische Universität Eichstätt-Ingolstadt

CRM: IT Systems

Sommersemester 2013

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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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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, 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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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: 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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1 Basics of CRM and Microsoft Dynamics CRM Components of CRM-Systems

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Marketing Processes

Back

Offi

ce

Ente

rpris

e R

esso

urce

Pla

nnin

g Su

pply

Cha

in M

anag

emen

t

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

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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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Sign-in with User Name and Password:

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Open Microsoft Dynamics CRM:

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14 1 Basics of CRM and Microsoft Dynamics CRM User Interface of Microsoft Dynamics CRM


Ribbon

Getting Started pane

Charts

Grid

Application area

Application Navigation

Pane

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1 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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16 1 Basics of CRM and Microsoft Dynamics CRM User Interface of Microsoft Dynamics CRM: Record Level


Ribbon

Header

Body

Footer

Entity Navigation

Pane

Jump Selector

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1 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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1 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

Contact Opportunity

Quote

Products

Activities

Queue

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1 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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1 Basics of CRM and Microsoft Dynamics CRM Accounts

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1 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, cresit limit, etc.)

Contacts of this account

Notes & Activities

Preferences: contact methods, service preferences, marketing information.

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1 Basics of CRM and Microsoft Dynamics CRM Contacts

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1 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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1 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:


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1 Basics of CRM and Microsoft Dynamics CRM Activities and Notes

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Data Field Description Subject A brief description of the activity Regarding The customer or other record to which the activity is related Description Additional notes or information about the activity Status The status of the activity, such as Active, Completed, or Canceled Duration The estimated time it will take for the activity to be completed Actual Duration The actual time it takes for the activity to be completed Scheduled Start The estimated start date of the activity Due Date The estimated completion date of the activity Actual Start The date the activity was started Actual 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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1 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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1 Basics of CRM and Microsoft Dynamics CRM Import Steps (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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1 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.


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1 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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1 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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32 2 Microsoft Dynamics CRM Main Processes of Operational CRM

Marketing Processes

Campaign Lead

Customer Contacts

Generation

Customer Contacts

Assessment & Overseeing

Sales Processes

Opportunity Offer

Sales Opportunities

Handling

Offer Preparation & Overseeing


Feedback Support

Customer Feedback

Capturing & Processing

Customer Problems

Capturing & Solving

Contract

Products & Services

Contracts Collecting & Forwarding

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2 Marketing Processes in Microsoft Dynamics CRM Marketing Processes in Microsoft Dynamics CRM

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2 Marketing Processes in Microsoft Dynamics CRM 2.1 Campaign Management

2.2 Lead Management




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2.1 Campaign management Objective 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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Campaign planning

Campaign execution

Campaign analysis

Campaign reporting

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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2.1 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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37 2.1 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.


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2.1 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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39 2.1 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.


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40 2.1 Campaign management Marketing Lists

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


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41 2.1 Campaign management Campaign Creation


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2.1 Campaign management Campaign Creation

Field Description Name 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 of Campaign 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 of Campaign

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

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2.1 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.


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2.1 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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2.1 Campaign management Campaign Activities

Field Description Channel The communication method for the activity Type A way to categorize the activity Subject A high-level description of the activity Owner The user who has been assigned to the activity Outsource 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 activity Scheduled End The target end date for the activity Actual Start The actual start date for the activity Actual End The actual end date for the activity Budget Allocated The amount of budget allocated for the activity Actual Cost The actual cost of the activity Priority Prioritization of the activity No. of Days An anti-spam setting that lets you prevent too-frequent communication from

a campaign

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2.1 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.


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2.1 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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2.1 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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2.1 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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2.1 Campaign management Recording Campaign Responses

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

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2.1 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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2.1 Campaign management Exercise Part 2

10-17. Exercise to working with Marketing Campaigns.

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2 Marketing Processes in Microsoft Dynamics CRM 2.1 Campaign Management

2.2 Lead Management




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54 2.2 Leadmanagement Main Processes of Operational CRM

Marketing Processes

Campaign Lead

Customer Contacts

Generation

Customer Contacts


Sales Processes

Opportunity Offer

Sales Opportunities

Handling



Feedback Support

Customer Feedback


Customer Problems

Capturing & Solving

Contract

Products & Services


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55 2.2 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

Lead Improvement

Lead Conversion

Lead Qualification

Lead Distribution

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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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

Lead Generation

Lead Improvement

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2.2 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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Lead Qualification

Prioritisation of leads based on specific criteria

Goal: qualitative intelligence

Lead Distribution

Distribution to Sales department

Lead Generation

Lead Imporvement

Lead Qualification

Lead Distribution


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2.2 Leadmanagement Lead 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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Lead Conversion

Conversion Process: Lead -> Customer

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

Figures

Lead Generation

Lead Improvement

Lead Conversion

Lead Qualification

Lead Distribution

Reporting / Monitoring / Analysis


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2.2 Lead management Exercise Part 3

18-20. Exercise to working with Leads.

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63 3 Sales Processes in Microsoft Dynamics CRM Main Processes of Operational CRM

Marketing Processes

Campaign Lead

Customer Contacts

Generation

Customer Contacts


Sales Processes

Opportunity Offer

Sales Opportunities

Handling



Feedback Support

Customer Feedback


Customer Problems

Capturing & Solving

Contract

Products & Services


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3 Sales Processes in Microsoft Dynamics CRM Sales Processes in Microsoft Dynamics CRM

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3 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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3 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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3 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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3 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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3 Sales Processes in Microsoft Dynamics CRM Product Catalog: Product

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3 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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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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3 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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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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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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3 Sales Processes in Microsoft Dynamics CRM Quotes

Quotes are offers for purchase to potential customers.

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3 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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3 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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3 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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3 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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CRM: IT Systems - KU · Katholische Universität Eichstätt-Ingolstadt Lehrstuhl für ABWL und...

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Transcript of CRM: IT Systems - KU · Katholische Universität Eichstätt-Ingolstadt Lehrstuhl für ABWL und...