CRM Customer Relationship Management FCIH Initiative Program Osama Magdy

CRM - What is CRM? CRM, or Customer relationship management, is a number of strategies and technologies that are used to build stronger relationships between companies and their customers A company will store information that is related to their customers, and they will spend time analyzing it so that it can be used for serving them.

CRM - What is CRM? The aim of CRM is to: Identify who customers/business partners are Attract them to company's business Manage interactions with them throughout their relationship lifecycle with the company Learn more about them Increase their satisfaction. The company can gain new customers, and it can also become highly competitive in the market

CRM - History & Evolution In the past, it was difficult to effectively track customers and their purchases. The foundation for CRM was laid during the 1980s. During this time, it was referred to as ”database marketing”. The information that was collected via surveys did not give the company a great of information. In the 1990s, the term “Customer Relationship Management” was introduced. CRM was a dual system, trying to build a sense of loyalty in the customers.

CRM - History & Evolution

CRM – Business Strategy CRM represents an enterprise business strategy that involvs focusing knowlege, business process, and organizational structure around customers

CRM – Business Strategy In a typical company, it is not unusual to have to following scenario:

CRM – Business Strategy In a customer focused company, the information flow and the ability to access information is very different:

CRM - Impact on organizations Shifting focus from product to customer Streamlining the offer to what customers want, not what the organization can make Highlighting competencies required for an effective CRM process

CRM - Aspects Operational CRM: Automation of the support of customer processes that include a company’s sales or service representative Collaborative CRM: direct communication with customers that does not include a company’s representative (“self service”) Analytical CRM: analysis of customer data for a broad range of purposes

CRM – Example (Amazon) Ads

CRM - Example (Amazon)

CRM - Vendors Oracle Siebel SAP Microsoft Dynamix Onyx Sugar CRM (Open Source)

CRM - Siebel Enables companies to manage interactions with customers, partners, and employees Typically deployed as a single application with broad functionality Uses a single database to: Allow all users access to the same set of data. Ensure changes to data are made once and only once

CRM - Siebel Types of Siebel applications: Employee application Example: Siebel Call Center Customer and Partner application Examples: Siebel eSales Siebel Partner Protal

CRM - Siebel Employee Application: Siebel Call Center

CRM - Siebel Customer Application: Siebel eSales Shopping Cart Catalog

CRM - Siebel Partner Application: Siebel Partner Portal opportunities

CRM - Siebel Siebel Architecture

CRM – Working in CRM Field Where? Vendor Customer What? Analysis Design Configuration/Development Testing Administration DBA

CRM - Resources CRM: f f Siebel: Siebel book shelf: SAP CRM: More resources soon on my blog (techienotes.info)

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