TECHNOLOGICAL INSTITUTE OF THE PHILIPPINES Quezon City

COLLEGE OF INFORMATION TECHNOLOGY EDUCATION

CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

In Partial Fulfilment of the Requirements for Information Resource Management (IRM 003)

by:

Regellana, Ace J. Muelle, Jonathan A. Caniezo, Mikko M. De Leon, Adrian D. Dolorito, Eddan James M.

Mrs. Maryjane Andal Instructor

IT41FB1

October 15, 2011

1. CONCEPT 1.1. Definition Customer Relationship Management is a widely implemented strategy for managing a companys interactions with customers, clients and sales prospects. A cross-functional e-business application that integrates and automates may customer serving, process in sales direct marketing act and order management and customer service and applies. It involves using technology to organize, automate, and synchronize business processesprincipally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Customer relationship management describes a company-wide business strategy including customerinterface departments as well as other departments. Measuring and valuing customer relationships is critical to implementing this strategy. c. b.

for making informed decisions and followup, on all the different levels. Cost reduction A strong point in Customer Relationship Management is that it is making the customer a partner in your business, not just a subject. As customers are doing their own order entry, and are empowered to find the info they need to come to a buy decision, less order entry and customer support staff is needed. Better Customer Service All data concerning interactions with

customers is centralized. The customer service department can greatly benefit from this, because they have all the information they need at their fingertips. No need to guess, no need to ask the customer for time. And through the use of push-technology, customer service reps can lead the customer towards the information they need. And, most of the time, the customer can do this on their own, as the CRM system is more and

1.2. Benefits A properly implemented CRM system can bring significant benefits to organizations. CRM is more than just the next wave of computer-aided marketing; it's a way of doing business. Benefits of CRM: a. Shared or distributed data As companies realize that customer d.

more able to anticipate the need of the customer. The customer experience is greatly enhanced. Increased Customer Satisfaction The customer feels that he is more "part of the team" instead of just a subject for sales and marketing (the proverbial number), customer service is better, his needs are anticipated. There is no doubt that customer satisfaction will go up. If the products sold exceed the customers expectation, of course, no CRM system can help you with shoddy products. Many companies think that if customers are satisfied that this is a good

relationships are happening on many levels (not just through customer service or a web presence), they start to understand the need for sharing all available data throughout the organization. A CRM system is an enabler

predictor for repeat business. However, this is not the case. Only delighted customers have a great level of loyalty. e. Better Customer Retention If a CRM system can help to enchant customers, this will increase customer loyalty, and they will keep coming back to buy again and again, hence customer retention f. More repeat business The repeat business is coming from the delighted customers, who are turned from doubting clients into loyal advocates. g. More new business If you are delivering the ultimate customer experience, this will seed the word-of-mouth buzz, which will spawn more new business. h. More Profit! More business at lower cost equals more profit.

2.2. Features/Functionalities Key SugarCRM capabilities include: a. Sales Management Companies can improve sales performance and drive revenue growth. b. Marketing Automation Marketing initiatives are more successful and profitable with SugarCRM. SugarCRM closes the loop between

generating a lead and winning a deal by empowering marketing professionals to perform accurate segmentation, build and execute programs, launch effective email campaigns, manage leads from multiple sources, and track results using fullycustomizable reports and dashboards. c. Customer Support SugarCRM centralizes customer service requests across multiple channels, enabling service and support teams to diagnose, escalate, and resolve customer issues in a prompt, consistent, and professional manner.

2. SOFTWARE 2.1. About SugarCRM SugarCRM delivers powerful CRM features in a flexible, fully-customizable environment. With broad support for sales, marketing, and support processes, as well as comprehensive reporting and intuitive customization tools. SugarCRM is a robust, open source customer relationship management (CRM) solution that d.

With SugarCRM support managers can also analyze the frequency of incidents and measure the performance and

responsiveness of team members, so they have the insight they need to continuously improve service delivery, and increase customer satisfaction, retention, and value. Reporting The robust reporting and analysis

combines maximum flexibility and customizability with a rich set of features and functions. With SugarCRM, businesses can leverage powerful CRM that adapts to their unique customer-facing processes.

capabilities of SugarCRM allow managers and executives to assess business

performance, track critical metrics, and quickly identify revenue-generating

opportunities across all customer-facing departments.

Charts and reports can be fully customized, to satisfy the unique information needs of users within different roles and functions. e. Collaboration SugarCRM enables true cross-company communication by delivering collaboration features that are much broader than other CRM solutions on the market today. With SugarCRM, sales, marketing, and support teams can work together to 3. SUCCESS STORIES OF COMPANIES 3.1. Company Background General Motors (GM) Colombia is the leading automobile company in the country of Colombia. With over 50 years of industry experience, GM has maintained its market-leading status and currently holds 33.9 % market share. To maintain and continue its leading status, GM is committed to providing the Colombian public with the highest quality in vehicles, parts, designs, performance and features.

coordinate activities, share information and documents, track project status, and more. SugarCRM also provides access to

syndicated third-party content. f. Tools and Administration SugarCRM provides developers with a dragand-drop environment, so they can rapidly customize their CRM solution to meet their specific business needs. With SugarCRMs design tools, users can quickly and easily define business processes and workflows, integrate their SugarCRM application with other mission-critical

3.2. Problems Flexibility to manage and provide access to a vast amount of data in a variety of ways. Scalable solution to easily manage massive amounts of data, including 2 million records supporting 350,000 customers, 500,000 vehicles and 1.3 million customer activities. Ability to include customized modules to support customer loyalty campaigns that can generate revenue throughout the dealer network. Able to be implemented as a phased-approach to accommodate transition of outdated, disorganized data.

business systems, set access privileges based on user roles and profiles, and more.

2.3. Screenshot 3.3. Solutions GM began its phased-approach with Sugar

Community Edition and developed three main modules for vehicles, customers and after-sales interactions. This involved a limited number of key stakeholders and a large volume of data scrubbing. Within just twelve months, GM had organized millions of records. By 2008, GM decided to take its

initiative to the next level and upgraded to the advanced features in Sugar Professional.

3.4. Benefits on the use of the system Increased marking campaign response from an 0.2 percent to 10 percent. Improved customer retention rates by 34 percent. Gained 60 percent increase in year-on-year

incremental revenues over the past 3 years within the aftermarket division. Successfully developed behavior scoring system to track each of 350,000 customers to design strategic marketing campaigns around customer purchasing habits and interests. Gained a high level of visibility into customer activities across the organization with Sugar Professionals advanced features.

4. CONCLUSION SugarCRM organizes sales leads, contacts,

opportunities, and accounts into a single place. This make sales more productive, give sales manager visibility into performance, and allows executives to make the right decision to drive revenue.