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OSU BA 471 - LECTURE NOTES

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Slide 1DefinitionCRM SoftwareWhy is CRM Needed?CRM and ITCRM and IT exampleCRM and GISCRM and GIS (cont.)CRM ImplementationCRM CostsKeys to Successful CRM SoftwareSugar CRMSugar CRM (cont.)Siebel (Oracle)Siebel (cont.)ConclusionSlide 17SourcesPresented by:Jennifer LuuIsidro GonzalezBlanca Y. VázquezMay 30, 2007www.brotecs.com/products/image/crm_04.jpgDefinition“CRM programs help a company manage all aspects of customer encounters, including marketing and advertising, sales, customer service after the sale, and programs to help keep and retain loyal customers.”J(Stair & Reynolds, p. 51)www.icongmbh.de/images/grafiken/crm.jpgCRM SoftwareMade up of both business management and automation of the front-office (sales and marketing) divisions of an organizationMeant to address the needs of divisions within an organization and to allow them to share data on prospects, customers, partners, competitors and employeesThe purpose of CRM software is to manage the customer through the entire lifecycle; i.e., from prospect to qualified opportunity to order.Automates many of the needs of the front-office and provides a standard framework for pushing leads through a sales pipeline and managing itJWhy is CRM Needed?Can help a company collect: Customer dataContact customersEducate customers on new productsActively sell products to existing and new customersCan be used to get customer feedback to help design new products and servicesJCRM and ITThinking about CRM in primarily technical terms is a mistake.Better: CRM is a strategic process to better understand customers’ needs and how to meet those needs and enhance your bottom line. Depends on integrating lots of information about customers and market trends. ICRM and IT exampleIwww.amigolog.com/Amigolog-CRM-Overview-En.jpgCRM and GISGIS technology becoming more commonplace in daily operations Company advantageGrowth in consumer and enterprise uses of geographic Information Systems (GIS) TechnologyMapping GIS growthGIS and the business---Truck companiesICRM and GIS (cont.)Microsoft MapPointIhttp://www.microsoft.comCRM ImplementationFocus on customer needsStart with a pilot programInclude a scaleable framework Think carefully about the companyMeasure your dataThink what kind of data to collect and storeICRM CostsDepends on the applicationHosted sales application $65 to $150/MoSophisticated functionally and greater support (Several thousands of dollars even millions)Companies buy different packages or a single, integrated packageemail marketing and sales force automationother companies can buy the integrated package data base, applications for marketing, sales, and customer service and supportIKeys to Successful CRM SoftwareHelp identify and target, manage, and generate Assist to improve sales, account, and management Allow the formation towards customization Provide employees with the information and processes neededHigh functionality System reliabilityH Management information Value for moneyJSugar CRMWorld's leading provider of commercial open source CRM Founded: April 2004  Employees: 90easily adaptableallows companies to more easily customize and integrate business processesJwww.ursochappell.com/identity/sugarcrm-s.jpgSugar CRM (cont.)Offers many optionson-demand solutions- For companies who are comfortable with housing their customer information outside of their firewall and who do not have an IT staff to manage their CRM systemMore SecureTransparentFlexibleon-premise solutions- for customers who would like to have their CRM information managed by IT managers behind their firewallsFreedom/OpennessValueSpeedSupportSugarCube- for companies who view their customer information as too valuable to entrust to a third-party vendor but only have limited IT expertiseFast DeploymentSecure Data with Less IT ResourcesJwww.ursochappell.com/identity/sugarcrm-s.jpgSiebel (Oracle)Bought by OracleNo.1 company in CRMFeaturesComprehensive CRM software solutionLower total cost of ownershipSuperior service solutionsJwww.oracle.com/.../oracle_certasso_clr_rgb.jpgSiebel (cont.)Siebel On-demand Benefits and FeaturesComplete and comprehensiveSuperior usabilityPerformance and ScalabilityIndustry-specific functionalityEmbedded contact centerEasy customization, integration, and expansionPrebuilt integration to Oracle back-office applicationsLow, predictable costsGlobalAustin Data CenterSafe and Secure24x7 AvailabilityJConclusion“As a rule, the further an industry is away from the end customer, the less important CRM is. “-Thomas


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OSU BA 471 - LECTURE NOTES

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