1. WELCOME good day Alexandru Doszlop alexandru.doszlop@netprotect.ro

2. I. Understand CRM - Definitions CRM:  CRM is a focused approach to customer-related processes.  Gartner Says: CRM is a business strategy that leverages specific technology, business processes, and a customer-focused culture and management philosophy to attract and retain profitable customers.  Reality: Companies today have always focused on their customers.  Companies today are addressing some of their customer-related activities, but may want to address more.

3. I. Understand CRM - Definitions A CRM Strategy is executed in the form of a program and its projects STRATEGY PROGRAM PROJECT APROJECT BPROJECT C Begins with a Business Strategy Leads to a CRM Program Program made up of a series of projects

4. I. Understand CRM - Definitions Marketing Sales Customer Service Customer/Account Data Analytics Interaction Management Legacy Integration Potential CRM Scope A COMMON GOAL: 360° Customer View

5. I. Understand CRM - Definitions Marketing Demographic Analysis Sales Customer Service Customer/Account Data Analytics Interaction Management Legacy Integration Marketing Enterprise-wide data repository containing account characteristics / buying habits Example: Contact info, activities, order placement, payment history Analyze data to generate target lists

6. I. Understand CRM - Definitions Sales Customer Service Customer/Account Data Analytics Interaction Management Legacy Integration Marketing Interaction Management Sales Customer Service Customer/Account Data Analytics Interaction Management Legacy Integration Marketing Interaction Management Marketing Demographic Analysis Campaign Management Sales Customer Service Customer/Account Data Analytics Interaction Management Legacy Integration Marketing Interaction Management Planning Budgeting Forecasting Executing Tracking

7. I. Understand CRM - Definitions Marketing Demographic Analysis Campaign Management Marketing Material Mgt Sales Customer Service Customer/Account Data Analytics Interaction Management Legacy Integration Marketing “Know your customers, focus your campaigns, and manage your marketing material” Develop Store Access Re-Use

8. I. Understand CRM - Definitions Sales Opportunity Management Sales Marketing Customer Service Customer/Account Data Analytics Interaction Management Legacy Integration Lead Tracking Sales Funnel Forecasting

9. I. Understand CRM - Definitions Sales Opportunity Management Contact Management Sales Marketing Customer Service Customer/Account Data Analytics Interaction Management Legacy Integration Companies Contacts Activities Calendaring Response Templates

10. I. Understand CRM - Definitions Sales Opportunity Management Contact Management Order Placement Sales Marketing Customer Service Customer/Account Data Analytics Interaction Management Legacy Integration “Manage the sales cycle and turn leads into orders” Proposal Generation Configurator Automated Order Placement

11. I. Understand CRM - Definitions Customer Service Call Center Mgt. Customer Service Marketing Sales Customer/Account Data Analytics Interaction Management Legacy Integration Call Routing Software

12. I. Understand CRM - Definitions Customer Service Call Center Mgt. Integrated Account Info. Customer Service Marketing Sales Customer/Account Data Analytics Interaction Management Legacy Integration Call Routing Software with a link to your account information. Access to ALL customer-related information. Example: Call logs, order history, order status, payment history, payment status

13. I. Understand CRM - Definitions Customer Service Call Center Mgt. Integrated Account Info. Cust. Service Automation Customer Service Marketing Sales Customer/Account Data Analytics Interaction Management Legacy Integration Automating tasks to respond quicker to customer calls. Customer self- service via web. E-Mail response system.

14. I. Understand CRM - Definitions Customer Service Call Center Mgt. Integrated Account Info. Cust. Service Automation Knowledge Management Customer Service Marketing Sales Customer/Account Data Analytics Interaction Management Legacy Integration “Put your customers first by giving them information when and how they want it” Capture, store and retrieve information (How to solve different problems) Keyword searches to find problem and solution FAQ Online

15. I. Understand CRM - Definitions Interaction Management Multi-Media Mgt Tool Customer Service Marketing Sales Customer/Account Data Analytics Legacy Integration Interaction Management Captures correspondences from web, phone, e-mail and faxes. Stores all types of media in a single repository for all to access. “Manage all contact with your customer”

16. I. Understand CRM - Definitions Legacy Integration System Integration Customer Service Marketing Sales Customer/Account Data Analytics Legacy Integration Interaction Management “Integrate customer data from all systems” Interface back- end data with front-end systems Interface front- end system data to back-end Challenge is data synchronization.

17. Customer / Account Data Collected data of all customer interactions Customer Service Marketing Sales Customer/Account Data Analytics Legacy Integration Interaction Management “Data warehouse is the nucleus for all data sent to Marketing, Sales, and Customer Service” Marketing Data Sales Data Cust. Svc Data Operational Data Data Warehouse Clean data Data Integration provides 360 view

18. I. Understand CRM - Definitions Analytics Understand customer behaviors and trends Customer Service Marketing Sales Customer/Account Data Analytics Legacy Integration Interaction Management “Turn analysis into action” Determine what behaviors or trends you are trying to detect Reporting tool used to query customer data (operational or warehoused) Analytics range from standard queries to statistical analysis to predictive modeling Dependent on clean, reliable data

19. I. Understand CRM - Benefits Increased Revenue  Improve Customer Retention  Attract New Customers  Up Sell – Cross Sell Decreased Costs  Automate Tasks  Improve Campaign Efficiency  Improve Forecast Accuracy and Timeliness Intangibles  Increase Customer Satisfaction  Improve Product and Pricing Models  Increase Knowledge Retention  Differentiate yourself in the Marketplace  Increase your Understanding of your Customers

20. I. Understand CRM – More about … www.CRMCommunity.com This site offers white papers and research. This site also sponsors the eCRM Online University. Additional reports available via registration. www.CRMCommunity.com www.CRMGuru.com This site offers white papers and other research. CRM Solutions Guide and CRM Primer available with free registration. www.CRMGuru.com www.CRMProject.com This site offers a number of free case studies and white papers. Montgomery Research runs the site. www.CRMProject.com www.intelligentcrm.com Check it out and see if the name fits! Less comprehensive than some of the other online CRM resources. www.intelligentcrm.com Bibliography: www.cgec.orgwww.cgec.org

21. I. Understand CRM QUESTIONS ?

22. II. Using CRM software Installation of SugarCRM software Reading documentation about it  http://www.sugarforge.org/content/documentatio n/ http://www.sugarforge.org/content/documentatio n/  http://www.sugarcrm.com/crm/university/library http://www.sugarcrm.com/crm/university/library Starting to use it:  http://crm.netprotect.ro http://crm.netprotect.ro

23. III. Create an email campaign using CRM software http://www.sugarcrm.com/crm/index.php?o ption=com_university&task=file_open&tmp l=network&name=HDI_Email_Campaign http://www.sugarcrm.com/crm/index.php?o ption=com_university&task=file_open&tmp l=network&name=HDI_Email_Campaign

24. III. Create an email campaign using CRM software Questions ?

25.  Thank you !