1. Case study 05
Ana-maria casian, Natalija mitrovic, sam tecle, clyde pietro & ryan davies

2. Customer Relationship Management
Definition:
CRM can be defined as « business strategy, processes and information technology which a company to optimize revenues and increase the value through understanding and satisfying the individual customer needs »
CRM is more than marketing, it is an enterprise-wide initiative
Technology plays an important role in CRM since it heavily relies on “customer knowledge” (360° view of the customer)

3. Marketing: from market to customer order
Goals:
Input:
Output:
Come to the market to transform a potential customer to a new sale order.
Acquire new customer and manage the customer relationship.
Promote sales for a product.
Use customer relationship management (CRM) tools that support campaigns, tracking of customer contacts, managing sales opportunities and converting them into sales orders.
Product
Prospecting customers on the market
Labour resources (sales and marketing employees)
Efficient mobile device in our case
Sales order (from the customer to us)
Purchase order (from us to the supplier)
Customer acquisition
Customer relationship

4. Main Phases and Activities

5. Marketing: from market to customer order
Master data
Transaction data
Analytical data
Price list
Customer’s account
Product catalog
Campaign
Customer activity
Opportunity
Sales request to sales order
Purchase proposal to Purchase request to Purchase order
Opportunity pipeline (bubble chart): opportunity by success percentage and sale phases
Activity history
Opportunity Funnel (number of opportunities, sales quotes and sales orders)
KPIs and reports

6. Marketing: from market to customer order
Value created:
Be able to enterprise to acquire new customers and to transform an opportunity to a sale order
Improving customer relationship

8. Q5: Different views in the customer master data
General: master data for the contact
Sales Data: Used for all the invoicing
Financial Data: Used for all the accounting related to the contact

9. Q22: Compare the browser & mobile app
Easier to use
You can make update information at any time
Information are uptade at real time
Process can be faster
The mobile version is better to help throughout our day to day life but the browser version is more detailed and lets us do the fine tunning.

10. Q24: Pipeline Bubble Chart
In our case the pipeline Bubble chart make it possible to determine the sales phase of a product his chance of success and the advancement of his sales phase.
This chart could really helps managing the marketing and sales process by:
Providing us all information we need about the product his current phase (marketing process)
chance of success (sales process) and
stage of advancement (marketing and sales process).

11. Q35: The profit margin

12. Q37: Document flow
Campaign: We set up a campaign for a client targeted segment
Sales Opportunity: A client is attracted by our offer and could purchase something.
Sales Order: the clients want to purchase our product, so we create a Sales Order.

13. Q38: The ATP check
We realise that right now even if we won the opportunity we are not sure that we could deliver the product in time if at all. We have to check on the supplier side.

14. Real Life Example: Amazon

15. A few facts about Amazon
Activity: e-commerce.
Founded in 1994.
Launched in 1995.
Mission: “Our vision is to be Earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.”
Amazon is the classical example of how technologies enable new ways of interacting with customers.
Millions of transactions per day.
Tremendous products range.
Revenue in 2015: US$107 billion (2015).

16. Customer Accounts Management
Amazon created a platform to attempt to dominate B2B sector.
The platform enable customers to create and manage accounts, using different features: payment methods, multi-user accounts, approval workflows, reporting and analytics.
Business Products gives access to the products on the Amazon’s marketplace.
Customers can benefit from business prices and discounts on a large number of products.
Fast, reliable shipping gives businesses access to Amazon's world-class fulfillment capabilities.
Clients are provided with a compare offers service.

17. Amazon And CRM Amazon engagement strategy:
Build automated campaigns to drive scalable customer onboarding, feature adoption, new user growth, and business purchasing.
Seek out ways to utilize automation to improve processes and productivity, and make recommendations to support an organization scaling at a rapid pace.
Database where information about the customers are stored (location, history of

18. Advantages of using CRM
The services provided by Amazon translates into customer experience.
Responding to the customers needs builds loyalty.
Reliability on the services creates trust.
Exchanging information on the site creates the feeling of belonging to a comunity.

19. Questions ? We thank you for your attention !
Feel free to use the pdf with hints provided and contact us outside of class !