The document provides an overview of the functionality of CRM software. It defines CRM and discusses operational vs analytical CRM. It describes the objectives of CRM in engaging, transacting with, fulfilling, and servicing customers. It then outlines the functionality of CRM software, including modules for employees, customers, products, activities, documents and other features like integration with other systems and portals. Specific examples are given of CRM software capabilities.

1. Functionality of CRM Software
Definition of CRM
Objectives of CRM
Functionality of CRM Software - Overview
Functionality of CRM Software - Examples

2. Definition of CRM
Customer Relationship Management (CRM)
• is a customer-focused business strategy
• aims at maximizing profit by increasing customer retention and value
• by viewing selling not as a one-time transaction, but
as a long-term, relationship-driven, cross-functional task
targeted and individual communication with the customer
customer-centric business processes supported by CRM Software
(for company-wide integration of customer data)
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3. Definition of CRM
Operational versus Analytical CRM
Operational CRM Analytical CRM
• Software Support for business processes • Analysis of customer-related data
that include customer contact (gathered by Operational CRM)
• Workflow Management • Segmentation of Customers
• provides employees with the • targeted Communication with customers,
customer-related data he needs identifying:
• integrates with MS Office, E-Mail-Client,
Legacy System, Document Management • Cross- and Up-Selling Potential
• documents activities with customers • Customers likely to quit
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4. Objectives of CRM
Engage Transact Fulfil Service
increase margin by comparing current customers with major objective
market potential, strategical selection of customers of CRM
reduce customer churn rate by identification of minor objective
customers which are likely to quit of CRM
Analytical
CRM
increase sales per customer by cross- and up-selling
higher customer satisfaction by Relationship Management
targeted to customer groups or on a one to one basis
higher customer satisfaction by improved quality of
contacts (process reliability, availability of information
on customer)
Operational cost savings by cross-functional integration of
processes and process support
CRM
Source:
cost savings by deeper integration of communication Nienhaus, J., Steinmann, S., Ben-Artzy, A.,
with customers with company-internal processes „Die richtige CRM Software finden“,
new management, Nr. 04/2002, S. 64-69
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5. Functionality of CRM Software - Overview
Task Document
is documented in
has to fulfil WWW,
Visit, Call
Product
Activity Sales Opportunity,
Letter, E-Mail, Support Enquiry
takes part in Fax takes part in has
contains
Employee is responsible for
Customer
or Team
organizes receives takes part in
Mailing
contains Brochure, Event
Gift, Publication
organizes
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6. Functionality of CRM Software - Overview
covered by … % for details
of CRM Systems see page(s)
Employee
Teams 80%
Responsibility for Customer’s Company 60%
Responsibility for Customer’s Employee (Combined Contact) 20% 10
Responsibility for Activities (Tasks and To-dos) 100% 24
Customer
Contacts 100% 11, 18
Contact History 20%
Notes on Contacts 100%
Relationship Contacts <-> Internal Units 20%
Group Structure Chart (by geography, by legal structure) 20% 9
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7. Functionality of CRM Software - Overview
CRM Functionality covered by CMS
covered by … % for details
of CRM Systems see page(s)
Product
List of Products owned by Customer 60%
Configuration of Product 20%
Sales Opportunities 80% 16, 19
Sales Pipeline 40%
Sales Forecasting 80% 22
Activity
History of Activities per Contact 60%
Notes on Activities 80%
Events 100%
Marketing Campaigns 60%
Mailings (Distribution of Gifts, Publications, et cetera) 100% 14
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8. Functionality of CRM Software - Overview
CRM Functionality covered by CMS
covered by … % for details
of CRM Systems see page(s)
Documents
Templates for Correspondence (Email, Letter, Fax) 60% 17, 27
History of Documents sent to a Customer (Email, Letter, Fax) 40% 17
Automated Fulfillment of Literature Requests per Fax and Email 60% 28
Attachments to Contacts 80%
Attachments to Activities 60%
Attachments to Sales Opportunities 40% 15
Other
Integration with Telephone (CTI, Call Center) 20%
Integration with Fax 60%
Integration with E-Mail-Client 80% 26
Integration with Employee Portal 40% 11, 29
Integration with Customer Portal 40% 12
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9. Functionality of CMS
Partner Overview: Group Relationships
Group relationship
chart
See further subsidiaries
of the company
See further groups the
company belongs to
Group
Company
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10. Functionality of CMS
Partner Overview: Combined Contacts
Type of relationship
• reserved: contact at client
Contact person at Contact person and is exclusively served by
client division responsible one contact at Swiss Re
for client at Swiss Re • coordination needed
contact at client is served
by multiple employees
• inform/feedback: contact
at Swiss Re is informed
before and given feedback
after activity with client
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11. Functionality of Onyx 2000
Employee portal: View on a Customer
Contacts
• external
(Customers)
• internal
(Colleagues)
Searching
• Companies
• Contacts
Navigation
Customer’s Company
• Primary Contact
(see right) Detailed Customer Information (1:n)
• Main Address • Sales Opportunities • Support activities • Tasks
• Web Site’s URL • Service • other Touches
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12. Functionality of Onyx 2000
Integration of Customer Portal, Example 1: Customer RFP
Customer states
interest in product
Customer manager edits
Request is routed to a Customer sales opportunity created
manager, e-mail is placed in his inbox automatically from web form
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13. Functionality of Onyx 2000
Integration of Customer Portal, Example 2: Web Self Help
Customer initiates
support request
Support technician answers request
Support request is routed to a support and leaves a note for his colleagues:
technician, e-mail is placed in his inbox Fifth call with this error
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14. Functionality of Onyx 2000
Distribution Management, Example: e-Mail-Marketing
Criteria available Query
for query, e.g.:
• AND-relation
• Country Code among lines
• Sales Region • OR-relation
• Market Share among blocks
• ...
Resulting List,
manually editable
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15. Functionality of Siebel Sales
Document Management: Attachments, View and Tab Bar concept
View bar
Tab bar
Files can be
attached to
• Opportunities
• Accounts
• Contacts
• Activities
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16. Functionality of Siebel Sales
Sales Opportunities, Combination of Form and List View
Detailed form
view on one
Opportunity:
• Name
• Description
• Sales Stage
• Account
(Group)
• Revenue
• Close Date
• Probability
Revenue and
Probability can be
used for sales
forecasting
Attachments to the
No interface to Opportunity (Notes
product data and Documents)
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17. Functionality of Siebel Sales
Correspondence: Integration with MS Word
List of recent
Correspondence
Templates are
created in MS
Word, dragged
from Explorer and
dropped into
Siebel Sales
Correspondence
is created by
picking a tem-
plate and editing
it with MS Word Recipients
• Single (Contact/Create Correspondence)
• Multiple (List based on a query)
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18. Functionality of Sales.Oracle.com
List of Contacts
Filter list of con-
tacts by a query
based on
• Company he
works for
• Department he Quick search for
belongs to • Opportunities
• Location of the • Customers
site he works at (Company)
• Responsibility • Contacts
• Decision Maker (Person)
or not • Calendar
• etc. entries
Filters can be • Information on
saved for later use Clicking a hyperlink leads to Companies
detailed information about: (Hoover’s)
• Contact
• Customer
• Site the Contact is working at
(route planner & road map is
planned)
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19. Functionality of Sales.Oracle.com
List of Sales Opportunities
Description of
Opportunity and
its stage in Sales
Process, data
necessary for
forecasting (win
probability, close
date, possible
revenue)
Data needing to
be updated
frequently can be
changed in list
as well as in
form view
(this is list view,
for form view see
next page)
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20. Functionality of Sales.Oracle.com
Details of Sales Opportunities (Screen 1 of 2)
Opportunities based
on Products instead of
Product Categories
only are planned
Links to Attachments
and ToDos associated
to the Opportunity
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21. Functionality of Sales.Oracle.com
Details of Sales Opportunities (Screen 2 of 2)
Indicator for progress
in the Sales Process
(10 means “won”)
Members of the
Sales Team working
on the opportunity
can leave notes for
Contact(s) at Client each other
who are involved in
the opportunity can be
chosen from global
Contact database or
are entered manually
Sales Team res-
ponsible for the
opportunity
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22. Functionality of Sales.Oracle.com
Sales Forecast
Sales Group Manager’s
Worst-, Expected and
Best-Case Forecast
based on weighted and
total opportunities
Sum of possible revenue
from opportunities and
weighted sum (revenue
multiplied by probability)
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23. Functionality of Goldmine 5.5
User Interface: Customizable Toolbar Sets
Basic
Standard
Advanced
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24. Functionality of Goldmine 5.5
Work basket: Classification of Tasks
Display subsets of
Activities
• tasks to do
• tasks completed
• e-Mails
• phone calls
All tasks (“Open • events
Activities”):
• e-Mails to write
• phone calls to Right-Click-Menu:
make Choose Date Range of Activities
• sales to forecast shown (e.g.: all, today, this week,
• … next seven days)
Files can be at-
tached to activities
depending on their
type (e.g. e-Mails,
literature requests)
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25. Functionality of Goldmine 5.5
List Management: Integration with Contact Management
Contact Context:
Multiple Contacts
can be selected by
holding CTRL
down.
Selection can be
added to a list
(“group” in terms of
Goldmine) by
Group Building
Wizard (Wizard
similar to CMS)
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26. Functionality of Goldmine 5.5
e-Mail Communication: Integration with e-Mail-Clients
Option :
Reading e-Mails on Server by IMAP-Protocol:
e-Mails are left on Server for use in further
applications (Lotus Notes, MS Outlook)
Option :
Contacts, e-Mails, tasks, calendar and folder
structure is synchronized with MS Outlook:
Everything available there is also available in
Goldmine and vice versa
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27. Functionality of Goldmine 5.5
e-Mail Communication: e-Mail Templates
Current Contact
e-Mail template is Contact (and
created Contact Manager)
information is
merged with
e-Mail template
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28. Functionality of Goldmine 5.5
Literature Fulfillment: Automation of Literature Shipping
Current Contact
Literature Sending literature to a
Fulfillment Center: contact or a group of
• list of available contacts by mail or by
literature fax is scheduled
• history of
literature that
has been sent
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29. Functionality of Peoplesoft 8 CRM
Employee Portal (Screen 1 of 3): High Density of Information
Current Contact
Employees can
customize content
and layout
Individual WorkList
Search for clients (Todos created by
employee) and
Outbound Todos (part
of workflow)
Information on
employee’s
compensation
(payroll, health
care, expenses)
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30. Functionality of Peoplesoft 8 CRM
Employee Portal (Screen 2 of 3): Recent Customer Activities
General activities,
information on
• contact at client
involved
• date of activity
• its type (phone
call, mail, e-
mail, web form)
• subject
Products sold to Client
Support Cases,
current status of
case (new, open,
completed)
Request for Manufacturing
Authorization (RMA) -
Managing Product returns
30

31. Functionality of Peoplesoft 8 CRM
Employee Portal (Screen 3 of 3): Opportunity Pipeline and Lead Overview
Three “hottest” leads
assigned to employee
Possible revenue from
Sales Opportunities in
Pipeline, classified by
Sales Stage
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32. Questions?
• Visit our Website:
http://www.lim.ethz.ch/crm
• Contact us:
Jörg Nienhaus, Joerg.Nienhaus@ethz.ch, +41-1-6320523
Dr. Adrian Specker, Adrian.Specker@ethz.ch, +41-1-6320529
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