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Introduction to MS CRM

Introduction to MS CRM. Agenda. What is CRM? Types of CRM Systems Benefits of CRM Potential Drawbacks of CRM MS CRM Overview Technical Components Architecture User Interface Data Model. What is CRM?. Business strategy Reducing costs Solidifying customer loyalty

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Introduction to MS CRM

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  1. Introduction to MS CRM

  2. Agenda • What is CRM? • Types of CRM Systems • Benefits of CRM • Potential Drawbacks of CRM • MS CRM Overview • Technical Components • Architecture • User Interface • Data Model

  3. What is CRM? • Business strategy • Reducing costs • Solidifying customer loyalty • Increasing profitability and/or effectiveness • Business processes • Customer-centric • Relationship-building • Tracking all (potential) customer contact • Business people • Sales, Marketing, Customer Support

  4. What is CRM? cont… • And Oh Yes, Technology • Combine disparate data about customers • Plan, execute, and record customer contacts • Segment/target customers • Report on effectiveness of customer-related activities • Easy to access and use

  5. Types of CRM Systems • Operational • Focus on customer-facing business processes • Sales • Marketing • Service • Analytical • Focus on enhancing decision making • Targeted Sales (cross-selling, up-selling) • Targeted Marketing Campaigns • Product Pricing, Development… • Collaborative • Focus on managing customer interactions • Multiple channels of communications • All customer information available

  6. Potential CRM Benefits • Consolidated view of customer • Better segment customers • Better target sales • Streamline processes • Reduce re-keying • Reduce manual communications • Track effectiveness of sales efforts AND personnel • Improved customer experience • Customer service • Customer loyalty

  7. Potential CRM Drawbacks • Too much focus on technology • Overzealous marketing and soliciting • Not enough focus on: • Culture change • Business process changes • Personnel training • The "relationship" with the customer

  8. CRM Technology:Microsoft Dynamics CRM

  9. Challenges in Enterprise CRM • Achieving reliable user adoption • Attaining a 360 degree view of customers • Aligning business and IT needs • Adapting quickly to business changes • Accelerating project delivery and returns All within the context of an Enterprise

  10. Microsoft Dynamics CRM Web Interface Outlook Interface

  11. Microsoft Dynamics CRM Suite

  12. Microsoft Dynamics CRM Extensibility Toolset Business analysts/users • Data model • Sales processes • Views, forms • Workflows • Mail-merge templates Developers System administrators • Integration • Custom UI • Custom Bus. Logic • Business Intelligence • Security roles • Settings • Users,Organizations • Business units • Templates, KB articles

  13. System Components Architecture Outlook client Web client Mobile client Outlookofflineclient NLB Web Services Integration IIS CRM Application Server

  14. Typical Integration/Architecture Scenario (simplified view) CRM User Other Data source Other Data source Other Data source ERP Data Mapping CRM Data Mapping Mapping Integration Point Mapping

  15. Turnkey Prospector Sell Screen Surveyor Survey Results Example 1 CRM Architecture PVE Ticket Transactions CRM Customers Opportunities Leads Silverpop Web Tracking Email Communications Survey/Data Capture Automated Email Campaigns Database Segments Not Fully Integrated SMS/Text Partner Activation Push Messaging Email Opt-in In-Game Entertainment Split Season Tickets Current Customers Prospective SSHs Database Building Retail Mgmt System Merchandise Info Rink Mgmt System Arena Info

  16. Example 2 CRM Architecture

  17. MIS 3350 CRM Architecture Online CRM Users Transactional System (eg, TicketSales, Donor systems,…) Manual Exports / Data Mapping / Imports / SSIS MS CRM Outlook Exchange Server SQL Server Reporting Services Active Directory MIS 3350 SQL Server DB CRM SQL Server DB

  18. MS CRM User Interface

  19. MS CRM User Interface, cont…

  20. Open Record User Interface

  21. MS CRM Data Model • Entities • Record Types • Core Entities • Accounts • Contacts • Related Entities • Leads • Opportunities • Orders/Sales • Activities • Campaigns

  22. MSCRM Data Model, cont…

  23. MS CRM Process Flow Organizational Owner (Salesperson, Manager, Marketing Staff, …) Administration Reporting Lead Opportunity Marketing Campaigns, Lists Order/Sale Account/Contact Activities, Notes W o r k f l o w

  24. Summary • What is CRM? • Strategy • Processes • People • Technology • Types of CRM Systems • Operational • Analytical • Collaborative • Benefits of CRM • Potential Drawbacks of CRM • MS CRM Overview • Technical Components (esp. minimum required) • Typical Architectures • Our Architecture • User Interface • Data Model

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