Customer Relationship Management (CRM) Chapter 3 IT for customer relationship Management Learning Objectives The origins of CRM technology The size and dynamics of the market for CRM application software The structure of the CRM ecosystem The most important attributes of an effective technology architecture for CRM The main application areas of CRM The role that analytics plays in CRM technology How IT supports the primary stages of the CRM value chain.

Work Flow

Work Flow: Escalation if service call is old and with high severity and customer is high values then refer it to service manager Process automation automatically respond Assignment product being offered, the territory, current work load of sales persons, and assign the lead Dialogue Scripting when the customer calls in a welcoming standard script should be given Process navigation navigate the user to customer identification screen Integration confirmed order should be verification and dispatch.

Integration: Integration is a major IT topic in its own right. Specialist integration middleware providers such as Webmethods, IBM (MQSeries), SeeBeyond, Vitria and Tibco play an essential role in large-scale, complex CRM projects. Two main types of integration: batch and real time.

Batch: Batch processing is technically simpler than real time, and can handle larger volumes with less impact on system performance. Batch processing stores information up in a file or batch, then moves the information across the interface into the destination system in one go. The cost, however, is the delay in moving the information. Many batch processes only run overnight, meaning that the information is always a day old in the destination system. International organizations that trade across time zones face a more complicated task in that batch processing has to be synchronized with night-time in different geographies. In general, it is preferable to use batch integration where it will suffice; for example, when transferring information that does not change often, such as part number details.

Real Time: Some integration situations require real-time integration. Real-time integration takes place immediately; for example, once a customer record is updated in one system, the change is immediately reflected in the destination system. The integration process can be managed and assured using verification or queuing management technology, to ensure that integration messages are not lost. Some forms of integration, such as telephony integration, must always be real time, as the customer is on the phone at the time.

Whatever the integration technology, however, CRM generally requires up to four areas of integration: Application Integration: other business systems such as accounting, billing, inventory and human resources Telephony Integration: Telephony integration ties the CRM application in to the telephone system, allowing inbound calls to be routed to the right person based on caller details, and outbound calls to be automatically made from the call-centre desktop and web integration:

CRM Application: Customer relationship management applications are generally organized into the primary functions of marketing, sales and service. Customer and product Management Customer and product management may be separate areas of a CRM application, or they may be built in to sales, service or marketing. In either case, it is essential that products and customers be adequately modelled in the application. Business-to-business (B2B) customers may have complex buying organizations and structures, or consumers (B2C) may live in, and move, households. Products may either be simple retail items or require complex configuration rules (e.g. an automobile with certain engine options, colour schemes, tyre options and accessories).

CRM components: Products industry or company specific

CRM components: Marketing

Thank You!!! Q&A