Новые возможности бизнеса с Microsoft Dynamics CRM 2015
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Новые возможности бизнеса с Microsoft Dynamics CRM 2015
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В новой версии управленческой системы MS Dynamics CRM 2015 добавлены 2 модуля для усиления маркетинговой функциональности и социального взаимодействия с аудиторией. Подробнее о системе Microsoft Dynamics CRM: http://fts-eu.com/ru/c/Microsoft-Dynamics-CRM/ О компании: Компания FTS оказывает услуги по автоматизации бизнес-процессов и внедряет ИТ-системы для бизнеса с 1994 года. Компания FTS официально представляет решения Deltek Maconomy, M-Files и Microsoft в России и СНГ. Если вам понравилась система или у вас появились вопросы, свяжитесь с нами по почте: info.ru@fts-eu.com или по телефону: + 7 495 950 54 69, + 7 499 978 77 34.
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Новые возможности бизнеса с Microsoft Dynamics CRM 2015
- 2. Международные консультанты по автоматизации бизнес-процессов 20-летний опыт работы в Европе и России 250 клиентов в 14 странах мира Microsoft Gold Certified Partner О компании FTS
- 4. всех пользователей Интернет активны в социальных сетях 72% Интернет- пользователей доверяют мнениям клиентов, размещенных в сети 68% клиентов готовы заплатить больше за лучший сервис 86% клиентов меняли бренд из-за плохого обслуживания 65%
- 5. 80% 8% Разрыв Компании, которые считают, что предоставляют отличный сервис Компании, чьи клиенты с этим согласны Bain Customer-Led Growth diagnostic questionnaire
- 7. Доверие и обмен информации способствуют долгосрочным отношениям Прогнозирование Персонализация Предвосхищение
- 9. Планирование маркетинговых активностей - Календарь маркетинговых кампаний - Бюджетирование и контроль маркетинговых расходов - Автоматизация процессов согласования - Единое хранилище маркетинговой документации
- 10. Графический редактор маркетинговых кампаний - Выбор элементов (этапов) кампании и их последовательности - Использование различных каналов коммуникации (e-mail, web, телефон) - Установка целей кампании и отслеживание их выполнения
- 11. Редактор электронных писем - Использование шаблонов - Drag-and-drop-редактор - HTML-редактор - A/B-тестирование писем
- 12. Управление потенциальными клиентами - Ранжирование лидов в зависимости от их активности - Анализ развития лидов во времени - Кампании поддерживающего маркетинга - Регистрация и анализ лидов из различных источников (e-mail, web, events)
- 13. Отчетность и аналитика - Более 120 стандартных отчетов по результатам активностей и расходам - Возможности детального анализа данных - Панели ключевых показателей - Использование инструментов Excel и Power BI для построения отчетов
- 14. Отслеживание - Отслеживание активностей в Facebook, Twitter и в более 5 000 блогах, видео-порталах и новостных сайтах - Идентификация и отслеживание людей, которые активно обсуждают бренд компании, ее продукты или услуги - Автоматические уведомления о новых постах или трендах по интересным темам
- 15. Анализ - Анализ интереса к продуктам, услугам или мероприятиям компании - Анализ отношения к компании, ее продуктам или услугам - Анализ рекламной активности (доли голоса) брендов или продуктов компании
- 16. Взаимодействие с клиентами - Ответы на вопросы или комментарии клиентов в социальных сетях - Создание задач для сотрудников или записей в CRM-системе (интерес, сделка, запрос) на основе постов в социальных сетях
- 17. Повышение производительности и удобства работы - Интеграция c OneNote для работы с заметками и фотографиями - Интеграция с Excel для анализа данных - Создание записей в CRM-системе (интерес, сделка, запрос) из Outlook
- 18. Автоматизация бизнес- процессов - Настройка многовариантных сценарий продаж с подсказками для продавцов
- 19. Управление ассортиментом - Создание продуктовых линеек, пакетных предложений, дополняющих и заменяющих товаров
- 20. Иерархическое представление данных - Графическое представление взаимосвязей между клиентами, продуктами или пользователями CRM
- 21. Улучшенный мобильный доступ - Возможность просмотра панелей ключевых показателей и отчетов на устройствах Windows, iPad и Android - Ввод данных в режиме «офлайн» с последующей синхронизацией с сервером - Поддержка голосовых команд
- 22. Отчетность и аналитика - Панели ключевых показателей - Интерактивные отчеты с возможностью детализации данных - Инструменты Power BI для анализа данных с использованием готовых шаблонов и вопросов & ответов
- 23. Компания FTS Russia Тел. +7 (495) 950-54-69 info.ru@fts-eu.com www.fts-eu.com Спасибо за внимание!
Notas do Editor
- KEY TAKE AWAY Customer experience is increasingly important for companies – across all customer interactions TALKING POINTS In a world consumers are mobile and social, customer experience is an increasingly important ingredient for companies as they win and retain customers Companies no longer control the dialogue and customers trust opinions from their friends and peers to help them make purchase decisions. 72% of all internet users are now on social media - : http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/ 68% of internet users trust consumer opinions posted online – Nielsen global trust in advertising 2013 http://www.nielsen.com/us/en/insights/reports/2013/global-trust-in-advertising-and-brand-messages.html What’s more, customer experience is now a differentiator for brands. 86% of consumers say that they are willing to pay more for a better customer experience. That means that with equal products, they would be willing to pay more for a better experience. http://www.forbes.com/sites/christinecrandell/2013/01/21/customer-experience-is-it-the-chicken-or-egg/ And switching brands is just a click away. In a recent study through our Parature team, we found that 65% of customers have left a brand due to bad customer service. To thrive in this environment companies have to make customer experience a priority.
- KEY TAKE AWAY There is a significant deliver gap between how companies think they are doing on customer experience and what their customers think TALKING POINTS Most companies think they do a good job at creating a great customer experience. A recent Bain study shows that 80% of companies believe they provide a superior proposition and experience to their customers. But their customers don’t agree. For those same companies, only 8% of customers agreed that the company actually provided a superior proposition and experience. Source: http://www.bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf What this means is that companies need to think about customer experience in a very different way than they have before.
- KEY TAKE AWAY Companies have to think about their customer journey and engagement models differently in today’s world TALKING POINTS Customer engagement is no longer a static, one-size fits all model. Companies must enable customers to engage on their channel of choice – whether it’s email, social, web or phone. They need to maintain context and know the customer across touchpoints and across departments. And most importantly, companies don’t control the journey, customers do This requires a new type of customer engagement – Intelligent engagement.
- KEY TAKE AWAY Intelligent customer engagement helps companies build long term, adaptive relationships with their customers that are personalized, proactive and predictive TALKING POINTS Over time, customers build trust with your company and you gain powerful knowledge and insight about your customers With this knowledge, you can personalize your customer experience – creating an end-to-end, outcome-focused experience where you engage at the right time and place with the right message for that individual customer. You can also make your customer engagements proactive – determining the next best interaction with your customer based on context and the channel on which they engage – and that next best interaction might be self-service – like an airline with an app to easily change flights if your flight is cancelled or delayed. And lastly you can also make your customer engagement predictive – using analytics, internal & external data to identify patterns & predict outcomes to create intelligent processes. For example – as a marketer, it is critical for me to segment my customers and prospects. But I do this based on what I know about my customers. What if through machine learning, I could dynamically identify an entirely new customer segment,, based on new attributes to help me market more effectively. Now let’s talk about our Microsoft Customer Engagement solutions
- KEY TAKEAWAY Our mission with Microsoft Customer Engagement solutions is to enable companies to deliver intelligent customer engagement – resulting in amazing customer experiences. We do that via end-to-end customer engagement that is personalized, proactive and predictive. TALKING POINTS We help companies: Market Smarter – so they can build their brand, engage with customers 1 to 1, and demonstrate the impact of their marketing initiatives. We do this with Microsoft Dynamics Marketing – which we introduced to the market last spring. We offer end-to-end marketing across planning, execution and analytics. We have seen great momentum with Dynamics marketing and have over 500 customers using it today, including huge deployments internal to Microsoft, as well as with companies like AIG Sell Effectively – so they can zero in and focus on what’s most important, win faster with the right tools and information and sell more. Our SFA that is seamlessly integrated with Office 365 and PowerBI – delivering unprecedented sales productivity. Here we have introduced our sales productivity solution – and we have seen great traction with some significant wins against salesforce.com, as well as salesforce switchers, including companies like Pepsi that chose us vs salesforce for 12k sellers with CRMOL and O365. We were able to show how sellers could stay connected to all the information and people they need to be productive on the road using iPads with an Dynamics CRM Online with Office 365 including SharePoint, Lync and Yammer Care Everywhere – so they can earn customer loyalty, empower their agents and stay agile and adaptive as a service organization. This is a combination of our CRM capabilities and the capabilities of Parature, which we acquired at the beginning of 2014 to round out our service capabilities with Knowledge Management, Self-Service and multi-channel service with chat and social. We also added our agent desktop – the unified service desk- last spring and are winning big customer service deals with companies like Bupa that have 3000 call center agents. And we have an unique approach to social – Social for everyone – so companies can listen everywhere, analyze sentiment and drive customer engagement. And with Microsoft, it’s integrated, contextual social for marketing, sales and service people… not just social for a few designated social people in marketing. We’re seeing a lot of interest in the market, including some really innovative scenarios like Real Madrid, that are exporting sentiment into PowerBI and slicing and dicing to for dynamics segmentation that they load back into CRM to segment down to the player level to target fans with player-level offers. Now let’s take a look at what’s new in spring.
- KEY TAKEAWAY Marketing Resource Management (MRM) is one of the key differentiators of Dynamics Marketing. MRM is a set of processes and capabilities around marketing operations excellence. MRM is about managing the Bottom Line. MRM is about optimizing the use of internal and external marketing resources. KEY TALKING POINTS MRM enables marketing to manage and measure resources around: Budgets Plans and people (including vendors e.g., agencies, printers and marketing service providers) Projects, campaigns and programs Assets (e.g., content, collateral and digital) The MRM market has evolved greatly during the past years, maturing in each competency area. We continue to stand out as a leading vendor in this domain as testified by Gartner and SiriusDecisions. In the Gartner Magic Quadrant for MRM solutions published in February, we were the fastest mover upwards and ranked the highest in the Challenger quadrant. Also, SiriusDecisions positioned us as the only MRM vendor for mid-size companies, making it a very unique offering in the market. ADDITIONAL TALKING POINTS Integrate your marketing planning, budgeting and tracking across all channels, including email, digital, social and traditional. Scale your marketing with the ability to collaborate and manage processes and workflows across your team, other departments and agencies from a single platform. No need for a separate application- all of your people, resources and assets are connected to the Campaign right from the start. Marketing gets the credit for every interaction. By putting Planning at the center, each campaign starts with the right inputs and tracking codes to make sure that each interaction (web, email, etc) can be tracked to the right source for revenue attribution. Without MRM, the marketer is constantly trying to interpret results after the fact
- KEY TAKEAWAY Campaign and Lead Management is about growing the Top Line. Before highlighting a few of our features, let’s talk about the big picture. The big picture is that many organizations have viewed campaign management very tactically. Most campaign management systems (CMSs) have traditionally been used by marketing teams for basic segmentation, campaign design and email execution. TALKING POINTS Depending on the industry, only 15-25% of companies are using marketing automation. There’s a huge growth of 20-30% annually. Increasingly, awareness of the benefits of campaign management systems has grown, particularly in organizations already using campaign management in one marketing area. What companies are experiencing is fragmentation of marketing between corporate, product and channel marketing groups as well as between different channels, digital and traditional. Introducing single threaded campaign management systems can make marketing fail faster by working against one another as they compete for customers and market share, leaving the customer perplexed by the number, irrelevancy and contradictory marketing offerings coming their way from the same organizations (if the customer isn't ignoring them altogether). This is referred to as the “Spam more, spam often” approach to campaign management. Smarter marketing is about examining the broader benefits of a campaign management solution such as Dynamics Marketing that can proactively manage and control all customer and marketing communications, and preventing customer over-contact. Dynamics Marketing enables organizations to centrally manage campaigns across all campaigns and across all digital and traditional channels, while enabling decentralized control over execution in the distribution and contact channels. To highlight some of the elements of the value proposition of Dynamics Marketing: The campaign canvas, seen here in the screenshot, is arguably the most user friendly in the market as a single environment to both design and execute campaigns. You have a single environment to improve response rates, customer satisfaction and loyalty, drive revenue growth and customer lifetime value Segment and engage with customers through personalized messages Coordinate outbound, inbound and event-triggered marketing campaigns for a proactive engagement Optimize online and offline channels including events and print Apply marketing governance related to email marketing Generate, collect, qualify, prioritize, augment and distribute leads ADDITIONAL TALKING POINTS: By setting up automated campaigns, the marketing manager can automate a complex selling process with multiple digital and traditional touchpoints and make sure that the customer experience is amazing- because they can map the right assets and content to the exact point in the customer lifecycle. With the advanced email functionality embedded in the Campaign Automation Console, its easy to embed email campaigns and simplify the execution by aligning your marketing lists with your customer personas and your campaign flow. Event management is also integrated with our Campaign Management solution, so you can be sure that every single prospect interaction and conversion can be tracked for results. Trigger based Campaigns can nurture your prospects through the customer journey, using all of your campaign assets to deliver exactly the right message to the right person at the right time. This means better customer experience, and improved conversion because you can tailor the experience to their needs. Because Dynamics Marketing tracks engagement of the customer throughout the entire buying process (with anonymous and known contacts) both marketing and sales are empowered as a result. Marketers can design more segmented campaign flows based on engagement, and score those leads appropriately. Sales gets a view of the most actionable and engaged prospects. Of course, because we have visual management reporting to see how many customers are at a given stage, we can quickly see if our campaign flow is working- real time.
- The new Email editor provides marketers with the ability to select from pre-defined templates or create an Email from scratch using an interactive drag and drop build process or an advanced editor for the CSS & HTML experts.
- KEY TAKEAWAY: One of the key objectives of marketing organizations: generate more sales-ready leads. That’s what we deliver with advanced segmentation and lead scoring. Foster prospect interest with multi-stage, trigger-based nurture programs that deliver relevant, personalized content and offers. Combine your sales and marketing funnel to better serve sales. Our lead scoring and nurturing capabilities are very much undervalued as they are market leading from a usability viewpoint and with the flexibility to accommodate different lead generation strategies and lead scoring models by product, segment, and campaign TALKING POINTS: If you’re familiar with the SiriusDecisions Demand Waterfall and the process around Marketing-Qualified-Leads, Sales-Accepted-Leads, Sales-Qualified-Leads, etc; we recently had a strategic consult day with SiriusDecisions practice leaders and the conclusion from that day was that our lead scoring and lead management capabilities are extremely strong to implement the best practices advocated in their reports and consulting. More to come about that… Dynamics Marketing is designed to help marketers drive more qualified leads to sales, with advanced segmentation and lead scoring rules to enable very precise qualification criteria. That means more sales ready leads. Because we bring behavioral data right into our Lead scoring, that means we can score based on engagement and increase or decrease a lead score based on timing. Customers rarely choose to interact on a single channel. The new world of marketing requires that we can not only execute multi-channel campaigns, but we need to build engagement across multiple channels Dynamics Marketing by nurturing customers using all the tools at our disposal. Most important- that information is now visible on the lead, so when Sales receives a lead, they can quickly scan it and understand the next steps based on the customer behavior.
- KEY TAKEAWAY: Measure pipeline and revenue across every marketing investment to get a true view of your marketing ROI. Empower your marketers with access to sales and marketing data through visual dashboards. Get a clear overview of campaign results so you can quickly understand performance. Make reporting easy by giving marketers familiar tools - Excel and PowerBI for real-time reporting. TALKING POINTS: You can create custom reports by using Microsoft Office Excel and Power BI. Discover and access the data you need, model and analyze it, and visualize it to drive insights. Microsoft Dynamics Marketing provides Open Data Protocol (OData) feeds that you can connect to from within Excel to create analytic reports for the Microsoft Dynamics Marketing data by using Power Query, Power View, PowerPivot, and Power Map. OData is a data access protocol to access information exposed by a data source including Dynamics CRM Online and other sources. It provides a way to query data and structure it through the create, read, update, and delete operations. Using Power Query's OData, you can connect directly to your Dynamics CRM Online account, and join this to your marketing data for a complete view of your marketing and sales funnel. Explore and visualize your sales, customer and marketing data directly in Excel Use out-of-the-box role-based dashboards to monitor performance through all your channels. Share dashboards with the rest of your organization who can consume them anywhere at any time. Unlock new growth opportunities enabling visual data discovery for everyone in your sales pipeline and encourage collaboration Dynamics Marketing includes both cost and revenue; you can understand return and investment on each of your channels and segments to maximize your return. Create KPIs to monitor customer value, churn and profitability. It doesn't matter where all your data is coming from. Schedule refreshes to always have the latest view of your performance and make decisions that will produce results faster and more effectively. All of this while keeping your data secure and consistent. Analytics drive customer insight to better understand, segment and target customers. Analytics also help measure and optimize the performance of marketing campaigns and the management of marketing resources. By integrating campaign management and MRM, companies are able to measure marketing performance and optimize strategic plans across the entire marketing mix. IMM: Marketing Performance and ROMI Measurement, Strategic planning, Marketing Mix Optimization Campaign Management (Micro) Segmentation Churn/Retention analysis Cross/Up sell modeling Customer profitability/lifetime value Response/Conversion rates Revenue attribution MRM Budgeting Costs analysis Resource utilization/capacity Content usage Cycle time analysis Resource optimization
- KEY TAKEAWAY: Enable your marketing organization to connect with customers and prospects with embedded, contextual social tools. See how your marketing campaign is performing by measuring impact across a number of social channels. Track your share of voice across the social web, including Twitter, Facebook, and YouTube. Monitor your global sentiment and brand presence. TALKING POINTS: Social sentiment comes from our Microsoft Social Engagement product Social Sentiment: Analyze sentiment with easy-to-read charts on your home page. Social Amplification: Amplify campaign reach by posting directly to Facebook or Twitter. Collaboration: Collaborate across internal and external teams with Yammer, Skype and Lync. Curation: Curate social messages to ensure compliance with brand standards
- Key Points: MSE’s unique sentiment monitoring which looks at posts and evaluates key words to assign value – words like “good or great” are given a positive sentiment. Words like “bad or terrible” are given a negative sentiment. This helps you identify whether there are positive, negative feelings about your product or brand and can be helpful for shaping messaging and sales conversations more effectively. Share of Voice shows volume of discussion is coming happening on each source. Our new redesigned UI displays dynamic dashboards for Conversation, sentiment, location and sources. Visual filtering allows you to slice the data you want it.
- Key Points: Social Center is part of our engagement platform – it is a place for you can engage with your customers, your fans or even your critics. This is where a community manager or social media manager might spend their time to interact with people on Facebook and Twitter. But, it could also be where a Customer Service Manager might listen to social conversations and assign posts to his or her team to respond. Social Center is also a great platform to brings your sales, marketing and service organizations together to have visibility to what is being said, but also to share streams and assign posts to each other to respond. If you are using Microsoft Social Engagement and CRM Online, later this Spring, you will take any social post and create a lead, opportunity, case or any other entity in CRM. This will require the spring release of CRM Online and a minor release of Microsoft Social Engagement. We are currently targeting June.
- Microsoft continues to make significant and frequent R&D investments in our Sales solution. In Spring 2015, we are incorporating even more Office 365 into the Sales solution, to maximize sales rep productivity. The new immersive Excel enables salespeople to initiate what-if analysis in Excel from within the Sales solution. For example, salespeople can work seamlessly in Excel to conduct pipeline analysis, within the context of the opportunities screen. The new embedded OneNote enables salespeople to manage and share notes, even hand-written ones and photos, for their accounts and opportunities. And the new folder-level tracking feature allows salespeople to track emails pertaining to their accounts and opportunities, directly from any Outlook app, across phones, tablets, and desktop.
- Guided Sales Processes Guide sellers toward desired outcomes with enhanced branching logic and increase impact via automation of business processes and enforcement of business rules across all devices. This release further improves the business process flows introduced in Microsoft Dynamics CRM 2013 by introducing the branching capability to allow organizations to implement complex business processes. The branch selection is done automatically, in real-time based upon rules defined during the process definition. For example, in selling products or services, you can configure a single business process flow, which after a common qualification stage splits into two branches – one specific to products and the other for services.
- Product Families Boost selling effectiveness with the ability to bundle products and recommend related products for cross-sell/up-sell and simplify and minimize product management with product attributes. Improvements to the product selling experience help sales operations managers and salespeople manage and sell their company’s products more effectively. Sales operations managers can easily configure product offerings that bundle related products together and provide tailored pricelists giving sellers the ability to position the best products at the best price. Salespeople can see suggestions for cross-selling and up-selling, and get recommendations for accessories or substitutes right on the opportunity form while they are working their deal. Product properties (attributes) such as updatable, read-only, required and hidden allow sales operations managers to determine how they can be used by the sales agent at run time, that is, while adding an associated product to an opportunity, quote, order, or invoice.
- Manage and report on your sales data in a way that maps to your business. New hierarchical visualizations and roll-ups bring real-time territory and forecasting data to your fingertips. Visually explore and traverse hierarchies with key information displayed on tiles, launch actions or communications from any node, and query filter records using the under operator. With this release, users can see how info is related or grouped by viewing accounts, products, or users in hierarchical charts. You can click a block of info to get more details and navigate to the info you’re interested in. For example, from the hierarchical view for accounts, you can: • See how an account is doing in overall revenue • Drill into tiles for sub-accounts to see where the deals are coming from • Find out who is working an account and enlist help from others by sending email or sharing the account with other salespeople • View important details about each account, such as credit limit and latest activity posts for the account Hierarchical views are also available on mobile.
- CRM for tablets enhancements Microsoft Dynamics CRM for tablets helps you stay connected and productive wherever you are. Use your Windows 8, iPad or Android tablets to stay up to date with your customer info—even when you’re on the go. CRM for tablets has been enhanced to increase sales productivity with flexible, role tailored dashboards and analytics, personalized home pages and the ability to navigate by hierarchy, as well as improved support for disconnected scenarios. A new personalized home experience allows mobile employees to pin key records and surface analytics from any tablet enabled dashboard in CRM and to easily access and analyze their key data on the go. Connectivity is not always available while traveling. With offline drafts new records can be created and changes can be synchronized once reconnected.
- To really get a feel for the health of the business, managers need to be able to turn data into insights and then use these insights to make better, faster decisions. Microsoft’s Sales solution provides embedded dashboards with drill-down, interactive capabilities so that sales managers have visibility into the overall business and progress toward KPI’s. To enable more advanced analysis by sales managers, Microsoft delivers Power BI pre-built Sales templates so sales organizations can get up and running more quickly. With Power BI’s powerful data visualizations, salespeople can uncover new sales trends and find answers fast with natural language Q&A.