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Prof. Dr. Klaus D. Wilde
Lehrstuhl für ABWL und Wirtschaftsinformatik
Katholische Universität Eichstätt-Ingolstadt
CRM: IT Systems
Sommersemester 2015
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Dr.
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e Copyright
Microsoft Dynamics CRM, Microsoft Office and all Microsoft Products mentioned in Text, including Screenshots and Logos are trade marks of Microsoft Corporation in Germany and worldwide.
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e Literature
Hippner, H.; Wilde, K. D. (Hrsg.) (2004): IT-Systeme im CRM, Wiesbaden.
Hippner, H.; Hubrich, B.; Wilde, K. D. (Hrsg.) (2011): Grundlagen des CRM – Konzepte und Gestaltung, 3. Aufl., Wiesbaden.
Snyder, M.; Steger, J.; Landers, B. (2011): Microsoft Dynamics CRM 2011 − Grundlagen: Optimales Kundenmanagement in Marketing, Vertrieb und Service, Unterschleißheim.
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Dr.
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e Course Overview
Course Content: Working with Microsoft Dynamics CRM + Exercises
Case Study
Exam: 1. Termin – 09.07.2015
2. Termin – 08.10.2015
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e
1 Basics of CRM and Microsoft Dynamics CRM
2 Marketing Processes in Microsoft Dynamics CRM
3 Sales Processes in Microsoft Dynamics CRM
4 Customer Service Processes in Microsoft Dynamics CRM
5 Additional Features of Microsoft Dynamics CRM
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e 1 Basics of CRM and Microsoft Dynamics CRM CRM Main Processes
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Strategic CRM Processes
Strategic Goal
Analytical CRM Processes
Operational CRM Processes
Marketing Processes Sales Processes Customer Service Processes
Feedback Support
Products & Services
Campaign Lead Opportunity Offer Contract
Common Processes Customer Value
Analysis Customer
Segmentation Customer
Characterisation
Specific Processes Target Groups
Analysis Cross-Selling-
Analysis Churn
Analysis Customer Risk
Analysis
Strategic Analysis
Strategic Conception
Strategy Imp- lementation
Strategic Controlling
Vision
Strategy Development
Enviroment Analysis
Resources Analysis SWOT-
Analysis
Processes Controlling
Results Controlling
Quelle: Leußer, W.; Hippner, H.; Wilde, K. D. (2011): CRM – Grundlagen, Konzepte und Prozesse, in: Hippner, H.; Hubrich, B.; Wilde, K. D. (Hrsg.): Grundlagen des CRM – Strategie, Geschäftsprozesse und IT-Unterstützung, 3. Aufl., Wiesbaden, S. 15-55
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e 1 Basics of CRM and Microsoft Dynamics CRM Components of CRM-Systems
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Marketing Processes
Back
Offi
ce
Ente
rpris
e R
esso
urce
Pla
nnin
g Su
pply
Cha
in M
anag
emen
t
Operational CRM-System
Analytical CRM-System
Data Warehouse
Data Mining
CRM Applications
Interactions Channels
Customer Touch Points
Field Service Indoor Service CIC Subsidiaries Website
OLAP
Pers. Contact WWW E-Mail Telephone Mail/Fax Etc.
Customer Service Processes
Sales Processes
Operational Customer Database
Etc.
Campaign Opportunity Feedback Lead Offer/Contract Support
Basis Applications
Contact Workflow Master Data
Activities Escalation
Quelle: Leußer, W.; Hippner, H.; Wilde, K. D. (2011): CRM – Grundlagen, Konzepte und Prozesse, in: Hippner, H.; Hubrich, B.; Wilde, K. D. (Hrsg.): Grundlagen des CRM – Strategie, Geschäftsprozesse und IT-Unterstützung, 3. Aufl., Wiesbaden, S. 15-55
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e 1 Basics of CRM and Microsoft Dynamics CRM Closed-Loop Process
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Closed-Loop provides strategic value and lasting customer value
Data received during operational activities will be analysed in analytical CRM
The derived knowledge can be incorporated into the production process, realised, and applied again in operational procedures
The loop is closed
Results:
- Individual customer approach
- Intensive connection to the customer
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e 1 Basics of CRM and Microsoft Dynamics CRM Closed-Loop Process
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Practical application:
Service-Hotline
Customer servey
After Sales Management
Internet: analysis of Internet visitors of Sales Portals and Online Marketing
Combi-Products: Amazon Customers that bought this Book also bought …
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e 1 Basics of CRM and Microsoft Dynamics CRM Microsoft Dynamics Products Family
Microsoft Dynamics ERP: Human resources and payroll management
Financial management
Business intelligence and reporting
Supply chain management
Project management
Microsoft Dynamics CRM: Sales
Marketing
Service
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e 1 Basics of CRM and Microsoft Dynamics CRM Microsoft Dynamics CRM
Microsoft Dynamics CRM is a web-based application built on the Microsoft .NET Framework.
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Web-based User Interface
Microsoft Outlook
Web-enabled Mobile Devices
CRM-Server
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e 1 Basics of CRM and Microsoft Dynamics CRM Gartner Magic Quadrant for Sales Force Automation
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e 1 Basics of CRM and Microsoft Dynamics CRM Access to Microsoft Dynamics CRM
Link: http://www.microsoft.com/en-us/dynamics/crm-login.aspx
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Illustration © Microsoft Corp.
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e 1 Basics of CRM and Microsoft Dynamics CRM Access to Microsoft Dynamics CRM
Sign-in with User Name and Password:
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Illustration © Microsoft Corp.
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e 14 1 Basics of CRM and Microsoft Dynamics CRM
User Interface of Microsoft Dynamics CRM
Illustration © Microsoft Corp.
Ribbon
Getting Started pane
Charts
Grid
Application area
Application Navigation
Pane
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e 1 Basics of CRM and Microsoft Dynamics CRM User Interface of Microsoft Dynamics CRM
Ribbon includes buttons and tabs that allow quickly access system actions. The set of displayed buttons and tabs depends on the user actions.
Grid displays a list of records: rows and columns of data.
Application navigation pane provides access to the various types of Microsoft Dynamics CRM data.
Application areas provide logical groupings of Microsoft Dynamics CRM records.
Get started pane displays help information about how to work with Microsoft Dynamics CRM.
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e 16 1 Basics of CRM and Microsoft Dynamics CRM
User Interface of Microsoft Dynamics CRM: Record Level
Illustration © Microsoft Corp.
Ribbon
Header
Body
Footer
Entity Navigation
Pane
Jump Selector
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e 1 Basics of CRM and Microsoft Dynamics CRM User Interface of Microsoft Dynamics CRM: Record Level
Ribbon includes buttons and tabs that allow quickly access system actions. The set of displayed buttons and tabs depends on the record type.
Entity navigation pane provides access to the various types of Microsoft Dynamics CRM records.
Body displays data related to the opened record. The fields are often called attributes.
Header and footer include data about the opened record, and always remain visible.
Jump selector allows to quickly jump to other records in the view from which the currently displayed record was opened.
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e 1 Basics of CRM and Microsoft Dynamics CRM Microsoft Dynamics CRM Entities
Campaign
Campaign Activity
Campaign Response
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Lead
Team
Goal User
Account
Service Contract
Service
Case
Service Activities
Service Schedule
Case Resolution
Contact Opportunity
Quote
Products
Activities
Queue
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e 1 Basics of CRM and Microsoft Dynamics CRM Accounts and Contacts
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Account is a company or other business entity that interacts with your organisation: clients, prospects, vendors, suppliers, etc.
Account can have hierarchical parent-child relations.
Contact is a specific individual.
Contacts can be linked to accounts (but link to only one account is allowed) or be separate from them.
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e 1 Basics of CRM and Microsoft Dynamics CRM Accounts
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Illustration © Microsoft Corp.
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e 1 Basics of CRM and Microsoft Dynamics CRM Accounts
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Record Wall: to share insights about the account with other colleagues
General: to store nominative information about the account, such as contact details.
Details: company information (industry, ownership, number of employees, etc.), category, relationship type, territory, billing information (currency, cresit limit, etc.)
Contacts of this account
Notes & Activities
Preferences: contact methods, service preferences, marketing information.
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e 1 Basics of CRM and Microsoft Dynamics CRM Contacts
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Illustration © Microsoft Corp.
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e 1 Basics of CRM and Microsoft Dynamics CRM Contacts
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Record Wall: to share insights about the contact with other colleagues
General: to store nominative information about the contact, such as his/her contact details.
Details: professional information (department, role, etc.) and personal information (gender, birthday, marital status, etc.)
Documents: Notes & Activities
Administration: preferred contact methods, service preferences, marketing information.
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e 1 Basics of CRM and Microsoft Dynamics CRM Activities and Notes
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Notes are comments and other descriptive text related to a record.
Activity is a business interaction.
Activity types:
Illustration © Microsoft Corp.
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e 1 Basics of CRM and Microsoft Dynamics CRM Activities and Notes
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Data Field Description Subject A brief description of the activity Regarding The customer or other record to which the activity is related Description Additional notes or information about the activity Status The status of the activity, such as Active, Completed, or Canceled Duration The estimated time it will take for the activity to be completed Actual Duration The actual time it takes for the activity to be completed Scheduled Start The estimated start date of the activity Due Date The estimated completion date of the activity Actual Start The date the activity was started Actual End The date the activity was completed
Quelle: Snyder, M.; Steger, J.; Landers, B. (2011): Microsoft Dynamics CRM 2011 − Grundlagen: Optimales Kundenmanagement in Marketing, Vertrieb und Service, Unterschleißheim.
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e 1 Basics of CRM and Microsoft Dynamics CRM Import Microsoft Dynamics CRM allows bulk data loading into the system with Import
Data Wizard.
Record types available for import by default:
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Quelle: Snyder, M.; Steger, J.; Landers, B. (2011): Microsoft Dynamics CRM 2011 − Grundlagen: Optimales Kundenmanagement in Marketing, Vertrieb und Service, Unterschleißheim.
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e 1 Basics of CRM and Microsoft Dynamics CRM Import Steps (some steps can be skipped):
Choose a file to load. Supported file types: .xml, .csv, .txt, .zip.
Define delimiter settings:
Select type of data map: by default automatic data mapping, but company can have some predefined mappings.
Select the type of records to be imported:
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Illustration © Microsoft Corp.
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e 1 Basics of CRM and Microsoft Dynamics CRM Import
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Fields mapping: when importing end users have to map Microsoft Dynamics data fields to fields represented in the import file.
Illustration © Microsoft Corp.
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e 1 Basics of CRM and Microsoft Dynamics CRM Import
Select whether the duplicates are allowed:
Choose owner of the imported records:
After this the file is submitted for importing. The status checked in the Imports:
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Illustration © Microsoft Corp.
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e 1 Basics of CRM and Microsoft Dynamics CRM Exercise Part 1
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1-9. Exercise to working with Accounts, Contacts, Activities, and Data Import.
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e
1 Basics of CRM and Microsoft Dynamics CRM
2 Marketing Processes in Microsoft Dynamics CRM
3 Sales Processes in Microsoft Dynamics CRM
4 Customer Service Processes in Microsoft Dynamics CRM
5 Additional Features of Microsoft Dynamics CRM
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e 32 2 Microsoft Dynamics CRM
Main Processes of Operational CRM
Marketing Processes
Campaign Lead
Customer Contacts
Generation
Customer Contacts
Assessment & Overseeing
Sales Processes
Opportunity Offer
Sales Opportunities
Handling
Offer Preparation & Overseeing
Customer Service Processes
Feedback Support
Customer Feedback
Capturing & Processing
Customer Problems
Capturing & Solving
Contract
Products & Services
Contracts Collecting & Forwarding
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e 2 Marketing Processes in Microsoft Dynamics CRM Marketing Processes in Microsoft Dynamics CRM
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Illustration © Microsoft Corp.
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e
1 Basics of CRM and Microsoft Dynamics CRM
2 Marketing Processes in Microsoft Dynamics CRM 2.1 Campaign Management
2.2 Lead Management
3 Sales Processes in Microsoft Dynamics CRM
4 Customer Service Processes in Microsoft Dynamics CRM
5 Additional Features of Microsoft Dynamics CRM
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e 2.1 Campaign management Objective of Campaign management
Objective of Campaign management is to offer:
right information and service
to the right customer according to his needs
with a right communication method and channel
at appropriate time
at optimal price.
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Campaign planning
Campaign execution
Campaign analysis
Campaign reporting
Quelle: Wilde, K. D.; Hippner, H. (1998): Database Marketing ─ Vom Ad-Hoc-Direktmarketing zum kundenspezifischen Marketing-Mix, in: Marktforschung und Management, Jg. 42, Nr. 1, S. 6-10; Leitzmann, C.-J. (2002): Kampagnenmanagement zur Steuerung des Multi-Channel-Marketing ─ Eine Einführung mit Fokus E-Mail-Marketing, in: Dallmer, H. (Hrsg.): Das Handbuch Direct Marketing & More, 8. Aufl., Wiesbaden, S. 371-397
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e 2.1 Campaign management Campaign management Process
Campaign planning Selecting the target group
Triggering the campaign
Campaign content
Campaign channel selection
Planning of time and budget
Campaign execution Using the channel
Execution and control
Campaign analysis
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Quelle: Wilde, K. D.; Hippner, H. (1998): Database Marketing ─ Vom Ad-Hoc-Direktmarketing zum kundenspezifischen Marketing-Mix, in: Marktforschung und Management, Jg. 42, Nr. 1, S. 6-10; Leitzmann, C.-J. (2002): Kampagnenmanagement zur Steuerung des Multi-Channel-Marketing ─ Eine Einführung mit Fokus E-Mail-Marketing, in: Dallmer, H. (Hrsg.): Das Handbuch Direct Marketing & More, 8. Aufl., Wiesbaden, S. 371-397
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e 37 2.1 Campaign management
Segmentation of Customers
Goal: Focused approach to selecting customers Who is a customer?
What are the interests of the customer?
What is his purchasing behaviour?
Target groups: homogeneous groups of heterogeneous customers
Groups are selected by specific criteria.
In Microsoft Dynamics CRM it is done via Marketing Lists.
Illustration © Microsoft Corp.
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e 2.1 Campaign management Marketing Lists Marketing lists are group of members (Accounts, Contacts, or Leads) that
can be used in marketing campaigns (will receive marketing material) or for other business purposes.
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Illustration © Microsoft Corp.
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e 39 2.1 Campaign management
Static Marketing Lists
Lookup: simple search to add members individually
Advanced Find: search for records that share specific attributes (search criteria)
Static – members are added manually by using search or query tool.
Illustration © Microsoft Corp.
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e 40 2.1 Campaign management
Marketing Lists
Dynamic – members are selected by predefined query at the time when the marketing list is used
Illustration © Microsoft Corp.
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e 41 2.1 Campaign management
Campaign Creation
Illustration © Microsoft Corp.
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e 2.1 Campaign management Campaign Creation
Field Description Name Title of the campaign.
Status Reason Status of the campaign for reporting purposes. The default statuses are Proposed, Ready To Launch, Launched, Completed, Cancelled, and Suspended.
Campaign Code User-entered or system-generated code for the campaign.
Campaign Type Category of the campaign, such as Advertisement, Direct Marketing, Event, or Co-branding.
Expected Response Recording of the expected response for a campaign as a percentage from 0 to 100.
Total Cost of Campaign Activities
Microsoft Dynamics CRM automatically totals the costs of all campaign activities in this field.
Miscellaneous Costs
Recording of miscellaneous costs associated with the campaign.
Total Cost of Campaign
The sum of the total cost of campaign activities and miscellaneous costs.
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Quelle: Snyder, M.; Steger, J.; Landers, B. (2011): Microsoft Dynamics CRM 2011 − Grundlagen: Optimales Kundenmanagement in Marketing, Vertrieb und Service, Unterschleißheim.
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e 2.1 Campaign management Campaign Properties
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Selecting Target Marketing List: One or more marketing lists can be selected for a campaign
Planning Campaign Activities: To-do list of marketing campaign tasks
Selecting Target Products and Sales Literature: Campaigns can be used to promote products or services or to create awareness of
a new program or outreach effort. They are specified within the campaign.
Illustration © Microsoft Corp.
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e 2.1 Campaign management Campaign Activities Campaign activity is a communication to the targeted market lists.
Types of campaign activities: Channel activities – communications that reach the customer when the campaign
activity is distributed.
Non-channel activities – to-dos for the company during the campaign
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Illustration © Microsoft Corp.
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e 2.1 Campaign management Campaign Activities
Field Description Channel The communication method for the activity Type A way to categorize the activity Subject A high-level description of the activity Owner The user who has been assigned to the activity Outsource Vendors Any accounts or contacts related to the activity from an execution standpoint
(not targets of the campaign) Scheduled Start The target start date for the activity Scheduled End The target end date for the activity Actual Start The actual start date for the activity Actual End The actual end date for the activity Budget Allocated The amount of budget allocated for the activity Actual Cost The actual cost of the activity Priority Prioritization of the activity No. of Days An anti-spam setting that lets you prevent too-frequent communication from
a campaign
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Quelle: Snyder, M.; Steger, J.; Landers, B. (2011): Microsoft Dynamics CRM 2011 − Grundlagen: Optimales Kundenmanagement in Marketing, Vertrieb und Service, Unterschleißheim.
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e 2.1 Campaign management Distributing Campaign Activities
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To execute a campaign activity one needs to distribute it to persons responsible for performing this activity for specific record. This will create an activity records for records specified in target marketing lists.
The distributed activities (except for email campaign activities) are opened activities and need to be completed.
Illustration © Microsoft Corp.
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e 2.1 Campaign management Marketing Campaign Templates
To conduct similar campaigns instead of re-creating them with Microsoft Dynamics CRM it is possibility to create a campaign and save it as a template.
Ways to do it: Directly create a new campaign template.
Create a template from existing campaign.
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Illustration © Microsoft Corp.
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e 2.1 Campaign management Quick Campaigns
Quick campaign is a simplified version of a usual marketing campaign. It can only contain only single campaign activity and uses only one marketing list.
Steps to perform: Select the records for targeting (accounts, contacts, leads, or one marketing list).
Define name of the campaign.
Select activity type and owner.
Fill activity form.
Done!
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Illustration © Microsoft Corp.
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e 2.1 Campaign management Recording Campaign Responses Campaign responses are responses (positive or negative) of customers to
performed campaign.
Ways to record campaign response in Microsoft Dynamics CRM: Manually create a campaign response record
Close a campaign activity as a response
Automatically create a campaign response for email replies
Import campaign responses from file
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Illustration © Microsoft Corp.
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e 2.1 Campaign management Recording Campaign Responses
Campaign responses can be converted into leads, quotes, orders, or opportunities.
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Illustration © Microsoft Corp.
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e 2.1 Campaign management View Campaign Results
To easily and comprehensively view the results of the campaign both when it is finished and during its course, Microsoft Dynamics CRM allows evaluating campaign performance via reporting tool.
This report includes a view that combines information across the campaign record, including the target marketing lists, sales literature, related campaigns, planning tasks, campaign activities, campaign responses, and campaign finance.
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Illustration © Microsoft Corp.
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e 2.1 Campaign management Exercise Part 2
10-17. Exercise to working with Marketing Campaigns.
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e
1 Basics of CRM and Microsoft Dynamics CRM
2 Marketing Processes in Microsoft Dynamics CRM 2.1 Campaign Management
2.2 Lead Management
3 Sales Processes in Microsoft Dynamics CRM
4 Customer Service Processes in Microsoft Dynamics CRM
5 Additional Features of Microsoft Dynamics CRM
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e 54 2.2 Lead Management
Main Processes of Operational CRM
Marketing Processes
Campaign Lead
Customer Contacts
Generation
Customer Contacts
Assessment & Overseeing
Sales Processes
Opportunity Offer
Sales Opportunities
Handling
Offer Preparation & Overseeing
Customer Service Processes
Feedback Support
Customer Feedback
Capturing & Processing
Customer Problems
Capturing & Solving
Contract
Products & Services
Contracts Collecting & Forwarding
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e 55 2.2 Lead Management
Lead
„Lead management is the consolidation, qualification and prioritization of contacts with prospective customers. The objective is to provide sales staff with a qualified and prioritized list of presumably valuable prospects to be precisely addressed within the offer management process.”
Lead is an unqualified contact or person.
Lead Generation
Lead Improvement
Lead Conversion
Lead Qualification
Lead Distribution
Reporting / Monitoring / Analysis
Quelle: Geib, M.; Kolbe, L. M.; Brenner, W. (2004): Collaborative Customer Management in Financial Service Alliances, Proceedings of the 10th Americas Conference on Information Systems (AMCIS 2004), New York, S. 3805-3817 Steimle, J. (2008): Lead Management, in: Albers, S.; Haßmann, V.; Tomczak, T. (Hrsg.): Digitale Fachbibliothek Vertrieb, Düsseldorf, S. 6 ff. Hickfang, O.; Jacobshagen, M.; Ritzerfeld, H. (o. J.): Phasen im Leadmanagement-Prozess, http://www.bitkom.org/files/documents/Leitfaden_Phasen_im_Leadmanagement-Prozess_dc_final.pdf; S. 15 ff. (Zugriff: 05.06.2012)
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e 56 2.2 Lead Management
Lead
Lead Generation
Customer Contacts Acquisition: Active channels (E-Mail, Newsletter, Internet advertising)
Passive channels (independent customer initiative)
Multi-Channel-Strategy (Channel Hopping)
Lead Improvement
Obtaining relevant information about a customer: Data Enrichment
Data Cleaning and Cleansing
Quelle: Geib, M.; Kolbe, L. M.; Brenner, W. (2004): Collaborative Customer Management in Financial Service Alliances, Proceedings of the 10th Americas Conference on Information Systems (AMCIS 2004), New York, S. 3805-3817
Lead Generation
Lead Improvement
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e 2.2 Lead Management Lead Generation
Leads come from different sources: Converting responses to performed marketing campaign.
Importing of purchased or acquired lists by batch.
Entered by employees after direct contact with the lead.
Automatic generation from the requests sent to company.
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Illustration © Microsoft Corp.
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e 58 2.2 Lead Management
Lead
Lead Qualification
Prioritisation of leads based on specific criteria
Goal: qualitative intelligence
Lead Distribution
Distribution to Sales department
Lead Generation
Lead Imporvement
Lead Qualification
Lead Distribution
Quelle: Geib, M.; Kolbe, L. M.; Brenner, W. (2004): Collaborative Customer Management in Financial Service Alliances, Proceedings of the 10th Americas Conference on Information Systems (AMCIS 2004), New York, S. 3805-3817
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e 2.2 Lead Management Lead Qualification
Each company sets criteria for qualifying and disqualifying leads.
After the lead is analysed by the set criteria, qualifying or disqualifying is done via converting leads: When qualifying a lead, one or more records (accounts, contact, opportunities) are
created.
When disqualifying a lead, it becomes inactive but still remains in the CRM System.
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e 60
2.2 Lead Management Lead
Lead Conversion
Conversion Process: Lead -> Customer
Lead-Reporting/Monitoring/Analysis Loop between Marketing and Sales (ex., Feedback on contracts)
Figures
Lead Generation
Lead Improvement
Lead Conversion
Lead Qualification
Lead Distribution
Reporting / Monitoring / Analysis
Quelle: Geib, M.; Kolbe, L. M.; Brenner, W. (2004): Collaborative Customer Management in Financial Service Alliances, Proceedings of the 10th Americas Conference on Information Systems (AMCIS 2004), New York, S. 3805-3817
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e 2.2 Lead Management Exercise Part 3
18-20. Exercise to working with Leads.
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e
1 Basics of CRM and Microsoft Dynamics CRM
2 Marketing Processes in Microsoft Dynamics CRM
3 Sales Processes in Microsoft Dynamics CRM
4 Customer Service Processes in Microsoft Dynamics CRM
5 Additional Features of Microsoft Dynamics CRM
62
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e 63 3 Sales Processes in Microsoft Dynamics CRM
Main Processes of Operational CRM
Marketing Processes
Campaign Lead
Customer Contacts
Generation
Customer Contacts
Assessment & Overseeing
Sales Processes
Opportunity Offer
Sales Opportunities
Handling
Offer Preparation & Overseeing
Customer Service Processes
Feedback Support
Customer Feedback
Capturing & Processing
Customer Problems
Capturing & Solving
Contract
Products & Services
Contracts Collecting & Forwarding
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e 3 Sales Processes in Microsoft Dynamics CRM Sales Processes in Microsoft Dynamics CRM
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Illustration © Microsoft Corp.
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e 3 Sales Processes in Microsoft Dynamics CRM Product Catalog
Product Catalog in Microsoft Dynamics CRM allows quickly find and use products and services that the company sells.
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Illustration © Microsoft Corp.
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e 3 Sales Processes in Microsoft Dynamics CRM Product Catalog: Discount List
Discount lists control how prices change based on the quantity of the product or service being purchased. Discount can be by percentage or by absolute value.
After discount list is created it is populated with Discounts:
Quantity ranges should not overlap!
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Illustration © Microsoft Corp.
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e 3 Sales Processes in Microsoft Dynamics CRM Product Catalog: Unit Group
Base unit (primary unit) is the smallest mean of tracking items sold. Ex., pounds, hours, tons.
Unit group defines how items are grouped into larger quantities. Ex., hours and days, books and cases.
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Illustration © Microsoft Corp.
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e 3 Sales Processes in Microsoft Dynamics CRM Product Catalog: Price List
Price List defines how prices are set for different units in the unit group of the product.
Companies can have different price lists for different needs: ex., retail vs. wholesale, public vs. private.
Price list consists of Price List Items that define price of specific unit of specific product.
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Illustration © Microsoft Corp.
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e 3 Sales Processes in Microsoft Dynamics CRM Product Catalog: Product
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Illustration © Microsoft Corp.
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e 3 Sales Processes in Microsoft Dynamics CRM Opportunity
Opportunity is a potential sale and the process related to this sale.
It starts with the awareness of a possible sale and ends with the opportunity being won or lost.
Opportunity management in Microsoft Dynamics CRM helps track all the activities associated with the sale process.
Opportunities can be created explicitly for accounts or contacts, or can be converted from leads.
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e 3 Sales Processes in Microsoft Dynamics CRM Opportunity
Two revenue settings for opportunities: System Calculated – estimated revenue is calculated by using combination of
products and price list attached to the opportunity.
User Defined – enter the amount of the opportunity directly.
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Illustration © Microsoft Corp.
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e 3 Sales Processes in Microsoft Dynamics CRM Forecasting Potential Sales
Opportunities are often used to forecast potential sales and revenues.
Mircosoft Dynamics CRM provides reports, charts, and dashboards that help analyse and visualise sales information.
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Illustration © Microsoft Corp.
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e 3 Sales Processes in Microsoft Dynamics CRM Opportunity
When the work with the customer to determine whether he/she will purchase from the company is finished, the opportunity is closed to indicate the decision made by the customer.
Opportunities can be either won (customer decides to make a purchase), or lost (no purchase is made by the customer).
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Illustration © Microsoft Corp.
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e 3 Sales Processes in Microsoft Dynamics CRM Opportunity
In some cases the opportunities are closed as lost because the customer delayed the purchase process.
If after some time this customer wants continue the purchase negotiations, it is not necessary to create a new opportunity, but rather it is possible to reopen the closed opportunity to continue working with it.
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e 3 Sales Processes in Microsoft Dynamics CRM Quotes
Quotes are offers for purchase to potential customers.
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Illustration © Microsoft Corp.
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e 3 Sales Processes in Microsoft Dynamics CRM Quotes
After a quote is created it has a status draft. The draft can be modified.
Before sending the quote should be activated. After that the system creates an official quotation.
The quote can be modified if the customer requests a revision to the quote.
These revised quotes are stored separate: they have the same Quote ID but different Revision ID.
Quote can be associated with the opportunity and used to calculate the estimated revenue.
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e 3 Sales Processes in Microsoft Dynamics CRM Order
A successfully presented quote becomes an order.
Only active quote can be converted into an order.
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Illustration © Microsoft Corp.
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e 3 Sales Processes in Microsoft Dynamics CRM Invoice
When the products/services are ready to be delivered to a customer, the order is used to generate an invoice.
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Illustration © Microsoft Corp.
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e 3 Sales Processes in Microsoft Dynamics CRM Exercise Part 4
21-30. Exercise to working with Product Catalog, Opportunities, Quotes, Orders, and Invoices.
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e
1 Basics of CRM and Microsoft Dynamics CRM
2 Marketing Processes in Microsoft Dynamics CRM
3 Sales Processes in Microsoft Dynamics CRM
4 Customer Service Processes in Microsoft Dynamics CRM
5 Additional Features of Microsoft Dynamics CRM
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e 81 4 Customer Service Processes in Microsoft Dynamics CRM
Main Processes of Operational CRM
Marketing Processes
Campaign Lead
Customer Contacts
Generation
Customer Contacts
Assessment & Overseeing
Sales Processes
Opportunity Offer
Sales Opportunities
Handling
Offer Preparation & Overseeing
Customer Service Processes
Feedback Support
Customer Feedback
Capturing & Processing
Customer Problems
Capturing & Solving
Contract
Products & Services
Contracts Collecting & Forwarding
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e 4 Customer Service Processes in Microsoft Dynamics CRM Customer Service
Customer Support Department can use marketing and sales data to improve the quality of post-sale relationship with the customer.
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e 4 Customer Service Processes in Microsoft Dynamics CRM Case Cases are service requests: any request or support incident for customer.
Cases can be created from Cases navigation area, from an account or contact record, or from an activity.
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Illustration © Microsoft Corp.
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e 4 Customer Service Processes in Microsoft Dynamics CRM Case
Microsoft Dynamics CRM allows to track all the activities connected to the case.
Case cannot be resolved if it has any uncompleted activities.
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e 4 Customer Service Processes in Microsoft Dynamics CRM Knowledge Base
Knowledge Base is a collection of articles in Microsoft Dynamics CRM that can be references by customer service representatives when they are answering questions about company’s products or services.
Microsoft Dynamics CRM allows to associate articles with specific cases.
Articles are text-based and can contain, for example, user guides, answers to frequently asked questions, summaries of recurring problems and their solutions.
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e 4 Customer Service Processes in Microsoft Dynamics CRM Knowledge Base
Support personnel can write Knowledge Base articles and then submit them for review.
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Draft Unapproved
Published
Unpublished Illustration © Microsoft Corp.
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e 4 Customer Service Processes in Microsoft Dynamics CRM Knowledge Base
Knowledge Base articles are usually created based on internal templates that specify the structure of the article and how different sections should be filled.
Article Templates can be created from Settings. They provide people tasked with creating Knowledge Base article with content and formatting guidelines for each article type.
Template is divided into sections that contain title and instructions.
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e 4 Customer Service Processes in Microsoft Dynamics CRM Service Contract
Service Contracts are agreements that define support terms offered to a customer, either during a specified time period or for a specified number of cases or hours.
Contracts contain contract lines – conditions for the services specified in the contract.
Contracts allow to quickly identify customer’s eligibility for support.
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e 4 Customer Service Processes in Microsoft Dynamics CRM Service Contract Template
Service Contracts are created from templates.
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e 4 Customer Service Processes in Microsoft Dynamics CRM Service Contract Template
Field Description Name The name of the contract template.
Abbreviation An abbreviation of the template name. This is displayed with the name when you create a new contract.
Billing Frequency The invoice frequency for the contract, such as monthly, bimonthly, quarterly, semiannually, or annually.
Allotment Type The service units of the contract, which could be in number of cases, time, or coverage dates.
Contract Service Level
The rating of the customer service level. The default values are Gold, Silver, and Bronze.
Use Discount As Percentage
A configuration field in which you can set any applicable discount amount as a percentage or as a fixed dollar value.
Description Additional comments or a description of the contract template.
Calendar The hours of availability by day for the contract. This is typically set to include regular business hours but can be configured for 24-hour, 7-days-a-week support.
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e 4 Customer Service Processes in Microsoft Dynamics CRM Service Contract
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Contract Statuses: Draft – default status
Invoiced – accepted by the customer and has a pending start date
Active – within specified start and end date, and is eligible for support
On Hold – on hold from the Active status (ex., further review or negotiation with the customer)
Cancelled – cancelled prior to the end date by company or customer
Expired – passed specified end date without being renewed
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e 4 Customer Service Processes in Microsoft Dynamics CRM Service Queues
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Service Queues are used to improve routing of cases and efficiency of customer support.
Queues are usually set up based on product/service expertise.
Actions on items in the queue: Routing – moves item from one queue to another
Work On – assigns item to a particular user or team
Release – removes user association with the item
Remove – removes the item from the queue
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e 4 Customer Service Processes in Microsoft Dynamics CRM Exercise Part 5
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31-40. Exercise to working with Cases, Knowledge Base, and Service Contracts.
