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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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agenda
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
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
what is crm cont
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
types of crm systems
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
potential crm benefits
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
potential crm drawbacks
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
challenges in enterprise crm
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

microsoft dynamics crm
Microsoft Dynamics CRM

Web Interface

Outlook Interface

microsoft dynamics crm extensibility toolset
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
system components architecture
System Components Architecture

Outlook client

Web client

Mobile client

Outlookofflineclient

NLB

Web Services

Integration

IIS

CRM Application

Server

typical integration architecture scenario simplified view
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

example 1 crm architecture

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

mis 3350 crm architecture
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

ms crm data model
MS CRM Data Model
  • Entities
    • Record Types
  • Core Entities
    • Accounts
    • Contacts
  • Related Entities
    • Leads
    • Opportunities
    • Orders/Sales
    • Activities
    • Campaigns
ms crm process flow
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

summary
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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