CRM

Customer Relationship Management By Diana Gordon Michelle Parsons Nathan Schulz

Overview

What is CRM? What benefits does it provide companies?

Who are the main players?

What is CRM?

An integrated approach to identifying, acquiring and maintaining customers. siebel.com Allows companies to coordinate their approach across channels, departments and also geographically. siebel.com

History of CRM

1980s: Database marketing emerges.

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1980s: Database helped larger organizations rather then small who only got survey type info. ezinearticles.com 1990s: CRM appears as a two-way communication device. ezinearticles.com 1990s: CRM leads to programs such as frequent flyer miles and bonus points on credit cards. ezinearticles.com

2000s: Internet has helped expand from stagnant database and allows off-site information storage.
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2000s: Used most frequently in financial services, high tech corporations and the telecommunications industry.
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What it does...

Builds a database that describes the customers and the relationship they hold with the company. whatis.com
Database: a collection of information that is organized in a way that allows it to be easily accessed,managed and updated.
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Provides enough detail so that the company can offer the client the product/service that matches their need the best.
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May contain information about their past purchases, who is involved with the account and a summary of all conversations.

What to look for in CRM software...

Make sure the primary goal (ie: customer service) is standard in the software. Customization is very expensive.
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Be able to integrate smoothly and flawlessly.

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Make sure the program doesn't offer more then you need.
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Compare with other companies of equivalently the same size who have purchased the same CRM software and examine their results. ezinearticles.com

Benefits of CRM

Research has shown that companies that create satisfied, loyal customers have more repeat business, lower customer-acquisition costs and stronger brand value.
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Which equals better financial performance.

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Check this out...

Satisfied customers pay off

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CRM may...

Help marketing departments identify and target their best customers, manage campaigns as well as discover qualified leads. whatis.com
Qualified Leads: prospects who seem most likely to buy because of some information known about them. Duncan, Tom

Improve sales and streamline existing processes. Form individualized relationships with customers.

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Give employees information needed to improve customer service and also to better understand customer needs.
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It also...
Is a fast way to identify and handle potential problems.
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Tracks all points of contact between a customer and the company. Wikipedia.org Provides all employees with product specs, product use information and technical assistance. Wikipedia.org

CRM quickly manages the scheduling of follow-up sales calls to assess the satisfaction of customers and their repurchase probabilities (when and how much). Wikipedia.org

CRM leads to...

Identifying prospects and helps them become customers.

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Closing sales more effectively and efficiently.

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Allowing customers to perform business transactions quickly and easily. Brillianceweb.com

Providing better service and support following a sale.
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Which = Customer Service!!

Customer Service

Helps make call centers more efficient. Aids in cross and up selling products.

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Cross Selling: Provide additional products/services. Up Selling: Upgrade existing products/services.

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Helps sales staff close deals faster.

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Simplifies marketing and sales processes.

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Allows companies to discover new customers.

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It even ties into BI

(Business Intelligence)

CRM is closely related to business intelligence because both methods involve using technology to gather, analyze and organize data in order to develop relevant information. CRM is just a more specific form of BI that concentrates strictly on customers behaviors and actions, for both past and future information.

See the results...

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Technical Functionality

Scalability: CRM may be used on a large scale while also being able to be reliably contracted/expanded to whatever scale is necessary. So.. the data is flexible and wont distort when adjusted. Wikipedia.org

Multiple communication channels: the ability to interface with users via many different devices (phone, WAP, internet etc.) Basically, you can get what you want, when you want wherever you are. Wikipedia.org

The Players
The Top 11 CRM Manufactures Are:
Company Product name 1. Microsoft Microsoft Dynamics CRM 3.0 2. Sage Software SalesLogix CRM 3. SAP America Inc. SAP Business One CRM 4. Parature Inc. Parature 5. Entellium Entellium CRM 6. Pivotal corp. Pivotal CRM 7. Maximizer Software Maximizer Enterprise CRM 8. Netsuite Inc. NetSuite CRM+ 9. Oncontact Software Oncontact V 10. ADAPT Software Applications ADAPT crm 11. Exact Software North America e-Synergy
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Where is Siebel??

#1 in CRM?... maybe not!

Siebel claims to be #1 in CRM software Siebel pre-Oracle

Siebel post-Oracle
Only the future can tell

The Price of Playing

Product name Price 1. Microsoft Dynamics CRM 3.0 $5,000 to $50,000 2. SalesLogix CRM $6,000 + install 3. SAP Business One CRM $11,250 + $3,000 install 4. Parature $5,000 + install 5. Entellium CRM $50 to $60 per user / month 6. Pivotal CRM ????? 7. Maximizer Enterprise CRM $499/ user +$7,500 install 8. NetSuite CRM+ $2,000 to $100,000 9. Oncontact V $1,000 to $1,500 10. ADAPT crm $1,500/ user + $1,200 install 11. e-Synergy $5,000 + install
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A little about the companies

Microsoft Microsofts Dynamics CRM 3.0 is a CRM system that fully integrates with Microsoft office. For example, from Outlook employees can access Microsoft CRM sales, marketing and customer service modules to make sales decisions, market products, solve problems and get strategic views of the business. Microsoft.com

Sage Software - Award-winning SalesLogix is the customer relationship management solution that enables small to medium-sized businesses to acquire, retain and develop profitable customer relationships. Has more than 250,000 users at 7,000 companies worldwide. Saleslogix.com
SAP America Inc. - SAP Business One is an integrated, affordable, business management solution It provides a true and unified view of operations across customer relationship management, manufacturing and finance. Simple to use yet powerful, SAP Business One puts business users in charge, arming you with the critical, up-to-theminute information sapamerica.com

And more

Parature Inc. Performance, security, customizationthis is the foundation of a Parature solution. Combining award-winning usability, integrated functionality and global capabilities, Parature applications have earned the trust of over 3,000,000 users. Parature.com Maximizer Software - For over 10 years, Maximizer Enterprise has remained the chosen CRM solution for small to mid-sized businesses. Proven, award-winning and flexible enough to meet the needs of companies in any industry, Maximizer Enterprise CRM helps attract prospects, win new customers and increase repeat business at an affordable price. Maximizer.com

Pivotal corp. - Pivotal specializes in delivering flexible, powerful CRM that enables companies to implement customer-centric strategies that deliver a customer experience that sets them apart. Pivotalcrmsoftware.com

A little more...

Entellium Entellium CRM is completely web based. It is designed specifically for companies that want business CRM solutions that strike the right balance between the everyday needs of people on the front line and reporting requirements of management. Entellium.com Netsuite Inc. - truly puts the "customer" in CRM. Unlike traditional CRM products, NetSuite CRM+ provides a true 360 degree view of your customers and prospects, showing you all relevant customer data including purchase history and helping you manage interactions throughout the entire customer lifecycle. Netsuite.com Oncontact Software - Oncontact V (ONCV), uses the latest Microsoft .NET platform to provide a detailed snapshot of the complete customer and prospect relationship, including account history and organizational hierarchy. Oncontact.com

And then there were two

ADAPT crm - Was designed to provide the full scope of features found in much more complex and expensive CRM products in a package that is easy to implement, use and customize. Adaptcrm.com Exact Software North America e Synergy is a Web-based business management solution that enables customer management as a part of your entire business. Your clients, business partners, employees and vendors are automatically associated to one another and to all relevant and mission-critical business transactions. Your financial, sales and product support information is available immediately, online. Exactamerica.com

Main Points to Take Home

Know your customer! CRM can lead to greater customer service greater profitability!! Remember that it is not enough to be nice to your customer you must learn from them.

Sources
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ADAPT Software Applications, Inc.. (2004) ADAPTcrm; Available: http://www.adaptcrm.com/ Chonko, Larry, Eli Jones and Carl Stevens. (2005) Selling ASAP; South-Western Publ., Mason, Ohio. Cowgill, David. (2006) Five Stpes to a Successful CRM Implementation. Available: http://ezinearticles.com/?Five-Steps-to-a-Successful-CRMImplementation&id=169315 CXO Media Inc. (2006) Customer relationship management; Available: http://guide.darwinmag.com?technology?enterprise/crm/index.html Duncan, Tom. (2005) Principles of Advertising & IMC; McGraq-Hill Irwin Publ., New York, NY. entellium. (2006) About Entellium; Available: http://www.entellium.com/about.html Exact Software North America. (2006) E-synergy; Available: http://www.exactamerica.com/esynergy Gollan, Casey. (2006) CRM Software; Available: http://ezinearticles.com/?CRM-Software&id=192832 Maximizer Software, Inc. (2006) Proven, Adaptable & Affordable CRM & Contact Management Software; Available: http://www.maximizer.com/ McDonald, Lori. (2002) Customer Relationship Management; Available: http://www.brillianceweb.com/betterwebdesign/tips_48.aspx Microsoft Corporation. (2006) Microsoft Dynamics CRM; Available: http://www.microsoft.com/dynamics/crm/default.mspx NetSuite Inc.. (2006) NetSuite CRM+; Available: http://www.netsuite.com/portal/products/crm_plus/main.shtml ON! contact Software Corporation. (2005) Oncontact V (ONCV); Available: http://www.oncontact.com/Products/OncontactV.aspx Oracle. (2006) The Siebel Solution; Available: http://www.siebel.com/what-is-crm/solution.shtm Oracle. (2006) What is CRM; Available: http://www.siebel.com/what-is-crm/why-crm-important.shtm
Parature, Inc.. (2006) CRM Process Management; Available: http://www.parature.com/crm-processmanagement.aspx Pivotal Corporation. (2006) Pivotal CRM: A Trusted Market Leader; Available: http://pivotalcrmsoftware.com/ Sage Software, Inc.. (2006) Customer Relationship Management; Available: http://www.saleslogix.com/home/index.php3?cellid=306000001011 SAP. (2006) SAP Solutions; Available: http://www.sapamerica.com/usa/solutions/sme/index.epx TechTarget. (2006) Comparing Top 11 CRM Software Solutions; Available: http://www.2020software.com/software/display.asp?tMethodID=5&tMethod=category Wikipedia. (2006) Customer relationship management; Available: http://en.wikipedia.org/wiki/Customer_relationship_management Williams, Eric. (2006) Define Customer Relationship Management; Available: http://whatis.techtarget.com/definition/0,289893,sid9_gci213567,00.html