CRM: IT Systems. Sommersemester Prof. Dr. Klaus D. Wilde. Lehrstuhl für ABWL und Wirtschaftsinformatik

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1 Sommersemester 2015 CRM: IT Systems Lehrstuhl für ABWL und Wirtschaftsinformatik Katholische Universität Eichstätt-Ingolstadt

2 Copyright 1 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.

3 Literature 2 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.

4 Course Overview 3 Course Content: Working with Microsoft Dynamics CRM + Exercises Case Study Exam: 1. Termin Termin

5 4 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

6 1 Basics of CRM and Microsoft Dynamics CRM CRM Main Processes 5 Strategic Goal Vision Customer Value Analysis Common Processes Customer Segmentation Customer Characterisation Strategic Analysis Enviroment Analysis Resources Analysis SWOT- Analysis Strategic Conception Strategy Development Target Groups Analysis Specific Processes Cross-Selling- Analysis Churn Analysis Analytical CRM Processes Customer Risk Analysis Operational CRM Processes Strategy Implementation Strategic Controlling Results Controlling Processes Controlling Strategic CRM Processes Marketing Processes Sales Processes Products & Services Customer Service Processes Campaign Lead Opportunity Offer Contract Feedback Support 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

7 1 Basics of CRM and Microsoft Dynamics CRM Components of CRM-Systems 6 Marketing Processes Sales Processes Customer Service Processes Back Office Enterprise Ressource Planning Supply Chain Management Interactions Channels Customer Touch Points CRM Applications Basis Applications Operational CRM-System Analytical CRM-System Pers. Contact WWW Field Service Indoor Service CIC Master Data Telephone Mail/Fax Etc. Subsidiaries Data Mining Website Operational Customer Database Data Warehouse OLAP Etc. Campaign Opportunity Feedback Lead Offer/Contract Support Activities Contact Escalation Workflow 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

8 1 Basics of CRM and Microsoft Dynamics CRM Closed-Loop Process 7 Closed-Loop provides strategic value and lasting customer value Data received during operational activities will be analysed in analytical CRM Results: The derived knowledge can be incorporated into the production process, realised, and applied again in operational procedures The loop is closed - Individual customer approach - Intensive connection to the customer

9 1 Basics of CRM and Microsoft Dynamics CRM Closed-Loop Process 8 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

10 1 Basics of CRM and Microsoft Dynamics CRM Microsoft Dynamics Products Family 9 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

11 1 Basics of CRM and Microsoft Dynamics CRM Microsoft Dynamics CRM 10 Microsoft Dynamics CRM is a web-based application built on the Microsoft.NET Framework. Web-enabled Mobile Devices Web-based User Interface CRM-Server Microsoft Outlook

12 1 Basics of CRM and Microsoft Dynamics CRM Gartner Magic Quadrant for Sales Force Automation 11

13 1 Basics of CRM and Microsoft Dynamics CRM Access to Microsoft Dynamics CRM 12 Link:

14 1 Basics of CRM and Microsoft Dynamics CRM Access to Microsoft Dynamics CRM 13 Sign-in with User Name and Password:

15 1 Basics of CRM and Microsoft Dynamics CRM User Interface of Microsoft Dynamics CRM 14 Ribbon Application Navigation Pane Application area Charts Getting Started pane Grid

16 1 Basics of CRM and Microsoft Dynamics CRM User Interface of Microsoft Dynamics CRM 15 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.

17 1 Basics of CRM and Microsoft Dynamics CRM User Interface of Microsoft Dynamics CRM: Record Level 16 Ribbon Header Jump Selector Entity Navigation Pane Body Footer

18 1 Basics of CRM and Microsoft Dynamics CRM User Interface of Microsoft Dynamics CRM: Record Level 17 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.

19 1 Basics of CRM and Microsoft Dynamics CRM Microsoft Dynamics CRM Entities 18 Lead Campaign Contact Account Opportunity Campaign Activity Campaign Response Service Activities Service Case Service Schedule Service Contract Case Resolution Quote Products Queue Activities Goal Team User

20 1 Basics of CRM and Microsoft Dynamics CRM Accounts and Contacts 19 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.

21 1 Basics of CRM and Microsoft Dynamics CRM Accounts 20

22 1 Basics of CRM and Microsoft Dynamics CRM Accounts 21 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.

23 1 Basics of CRM and Microsoft Dynamics CRM Contacts 22

24 1 Basics of CRM and Microsoft Dynamics CRM Contacts 23 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.

25 1 Basics of CRM and Microsoft Dynamics CRM Activities and Notes 24 Notes are comments and other descriptive text related to a record. Activity is a business interaction. Activity types:

26 1 Basics of CRM and Microsoft Dynamics CRM Activities and Notes 25 Data Field Subject Regarding Description Status Duration Actual Duration Scheduled Start Due Date Actual Start Actual End Description A brief description of the activity The customer or other record to which the activity is related Additional notes or information about the activity The status of the activity, such as Active, Completed, or Canceled The estimated time it will take for the activity to be completed The actual time it takes for the activity to be completed The estimated start date of the activity The estimated completion date of the activity The date the activity was started 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.

27 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: 26 Quelle: Snyder, M.; Steger, J.; Landers, B. (2011): Microsoft Dynamics CRM 2011 Grundlagen: Optimales Kundenmanagement in Marketing, Vertrieb und Service, Unterschleißheim.

28 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: 27 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:

29 1 Basics of CRM and Microsoft Dynamics CRM Import Fields mapping: when importing end users have to map Microsoft Dynamics data fields to fields represented in the import file. 28

30 1 Basics of CRM and Microsoft Dynamics CRM Import 29 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:

31 1 Basics of CRM and Microsoft Dynamics CRM Exercise Part Exercise to working with Accounts, Contacts, Activities, and Data Import.

32 31 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

33 2 Microsoft Dynamics CRM Main Processes of Operational CRM 32 Marketing Processes Sales Processes Products & Services Customer Service Processes Campaign Lead Opportunity Offer Contract Feedback Support Customer Contacts Generation Customer Contacts Assessment & Overseeing Sales Opportunities Handling Offer Preparation & Overseeing Contracts Collecting & Forwarding Customer Feedback Capturing & Processing Customer Problems Capturing & Solving

34 2 Marketing Processes in Microsoft Dynamics CRM Marketing Processes in Microsoft Dynamics CRM 33

35 34 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

36 2.1 Campaign management Objective of Campaign management 35 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. Campaign analysis Campaign planning 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 -Marketing, in: Dallmer, H. (Hrsg.): Das Handbuch Direct Marketing & More, 8. Aufl., Wiesbaden, S Campaign execution

37 2.1 Campaign management Campaign management Process 36 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 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 -Marketing, in: Dallmer, H. (Hrsg.): Das Handbuch Direct Marketing & More, 8. Aufl., Wiesbaden, S

38 2.1 Campaign management Segmentation of Customers 37 Goal: Focused approach to selecting customers Who is a customer? What are the interests of the customer? What is his purchasing behaviour? Target groups: heterogeneous groups of homogeneous customers Groups are selected by specific criteria. In Microsoft Dynamics CRM it is done via Marketing Lists.

39 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. 38

40 2.1 Campaign management Static Marketing Lists 39 Static members are added manually by using search or query tool. Lookup: simple search to add members individually Advanced Find: search for records that share specific attributes (search criteria)

41 2.1 Campaign management Marketing Lists 40 Dynamic members are selected by predefined query at the time when the marketing list is used

42 2.1 Campaign management Campaign Creation 41

43 2.1 Campaign management Campaign Creation 42 Field Name Status Reason Campaign Code Campaign Type Expected Response Total Cost of Campaign Activities Miscellaneous Costs Total Cost of Campaign Description Title of the campaign. Status of the campaign for reporting purposes. The default statuses are Proposed, Ready To Launch, Launched, Completed, Cancelled, and Suspended. User-entered or system-generated code for the campaign. Category of the campaign, such as Advertisement, Direct Marketing, Event, or Co-branding. Recording of the expected response for a campaign as a percentage from 0 to 100. Microsoft Dynamics CRM automatically totals the costs of all campaign activities in this field. Recording of miscellaneous costs associated with the campaign. The sum of the total cost of campaign activities and miscellaneous costs. Quelle: Snyder, M.; Steger, J.; Landers, B. (2011): Microsoft Dynamics CRM 2011 Grundlagen: Optimales Kundenmanagement in Marketing, Vertrieb und Service, Unterschleißheim.

44 2.1 Campaign management Campaign Properties 43 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.

45 2.1 Campaign management Campaign Activities 44 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

46 2.1 Campaign management Campaign Activities 45 Field Channel Type Subject Owner Description The communication method for the activity A way to categorize the activity A high-level description of the activity 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 Scheduled End Actual Start Actual End Budget Allocated Actual Cost Priority No. of Days The target start date for the activity The target end date for the activity The actual start date for the activity The actual end date for the activity The amount of budget allocated for the activity The actual cost of the activity Prioritization of the activity An anti-spam setting that lets you prevent too-frequent communication from a campaign Quelle: Snyder, M.; Steger, J.; Landers, B. (2011): Microsoft Dynamics CRM 2011 Grundlagen: Optimales Kundenmanagement in Marketing, Vertrieb und Service, Unterschleißheim.

47 2.1 Campaign management Distributing Campaign Activities 46 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 campaign activities) are opened activities and need to be completed.

48 2.1 Campaign management Marketing Campaign Templates 47 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.

49 2.1 Campaign management Quick Campaigns 48 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!

50 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 replies Import campaign responses from file 49

51 2.1 Campaign management Recording Campaign Responses 50 Campaign responses can be converted into leads, quotes, orders, or opportunities.

52 2.1 Campaign management View Campaign Results 51 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.

53 2.1 Campaign management Exercise Part Exercise to working with Marketing Campaigns.

54 53 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

55 2.2 Lead Management Main Processes of Operational CRM 54 Marketing Processes Sales Processes Products & Services Customer Service Processes Campaign Lead Opportunity Offer Contract Feedback Support Customer Contacts Generation Customer Contacts Assessment & Overseeing Sales Opportunities Handling Offer Preparation & Overseeing Contracts Collecting & Forwarding Customer Feedback Capturing & Processing Customer Problems Capturing & Solving

56 2.2 Lead Management Lead 55 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 Generation Lead Improvement Lead Qualification Lead Distribution Lead Conversion Reporting / Monitoring / Analysis Lead is an unqualified contact or person. 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 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, S. 15 ff. (Zugriff: )

57 2.2 Lead Management Lead Lead Generation Lead Improvement 56 Lead Generation Customer Contacts Acquisition: Active channels ( , 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

58 2.2 Lead Management Lead Generation 57 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.

59 2.2 Lead Management Lead Lead Generation Lead Imporvement Lead Qualification Lead Distribution 58 Lead Qualification Prioritisation of leads based on specific criteria Goal: qualitative intelligence Lead Distribution Distribution to Sales department 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

60 2.2 Lead Management Lead Qualification 59 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.

61 2.2 Lead Management Lead Lead Generation Lead Improvement Lead Qualification Lead Distribution 60 Lead Conversion Reporting / Monitoring / Analysis Lead Conversion Conversion Process: Lead -> Customer Lead-Reporting/Monitoring/Analysis Loop between Marketing and Sales (ex., Feedback on contracts) Figures 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

62 2.2 Lead Management Exercise Part Exercise to working with Leads.

63 62 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

64 3 Sales Processes in Microsoft Dynamics CRM Main Processes of Operational CRM 63 Marketing Processes Sales Processes Products & Services Customer Service Processes Campaign Lead Opportunity Offer Contract Feedback Support Customer Contacts Generation Customer Contacts Assessment & Overseeing Sales Opportunities Handling Offer Preparation & Overseeing Contracts Collecting & Forwarding Customer Feedback Capturing & Processing Customer Problems Capturing & Solving

65 3 Sales Processes in Microsoft Dynamics CRM Sales Processes in Microsoft Dynamics CRM 64

66 3 Sales Processes in Microsoft Dynamics CRM Product Catalog 65 Product Catalog in Microsoft Dynamics CRM allows quickly find and use products and services that the company sells.

67 3 Sales Processes in Microsoft Dynamics CRM Product Catalog: Discount List 66 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!

68 3 Sales Processes in Microsoft Dynamics CRM Product Catalog: Unit Group 67 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.

69 3 Sales Processes in Microsoft Dynamics CRM Product Catalog: Price List 68 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.

70 3 Sales Processes in Microsoft Dynamics CRM Product Catalog: Product 69

71 3 Sales Processes in Microsoft Dynamics CRM Opportunity 70 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.

72 3 Sales Processes in Microsoft Dynamics CRM Opportunity 71 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.

73 3 Sales Processes in Microsoft Dynamics CRM Forecasting Potential Sales 72 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.

74 3 Sales Processes in Microsoft Dynamics CRM Opportunity 73 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).

75 3 Sales Processes in Microsoft Dynamics CRM Opportunity 74 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.

76 3 Sales Processes in Microsoft Dynamics CRM Quotes 75 Quotes are offers for purchase to potential customers.

77 3 Sales Processes in Microsoft Dynamics CRM Quotes 76 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.

78 3 Sales Processes in Microsoft Dynamics CRM Order 77 A successfully presented quote becomes an order. Only active quote can be converted into an order.

79 3 Sales Processes in Microsoft Dynamics CRM Invoice 78 When the products/services are ready to be delivered to a customer, the order is used to generate an invoice.

80 3 Sales Processes in Microsoft Dynamics CRM Exercise Part Exercise to working with Product Catalog, Opportunities, Quotes, Orders, and Invoices.

81 80 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

82 4 Customer Service Processes in Microsoft Dynamics CRM Main Processes of Operational CRM 81 Marketing Processes Sales Processes Products & Services Customer Service Processes Campaign Lead Opportunity Offer Contract Feedback Support Customer Contacts Generation Customer Contacts Assessment & Overseeing Sales Opportunities Handling Offer Preparation & Overseeing Contracts Collecting & Forwarding Customer Feedback Capturing & Processing Customer Problems Capturing & Solving

83 4 Customer Service Processes in Microsoft Dynamics CRM Customer Service 82 Customer Support Department can use marketing and sales data to improve the quality of post-sale relationship with the customer.

84 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. 83

85 4 Customer Service Processes in Microsoft Dynamics CRM Case 84 Microsoft Dynamics CRM allows to track all the activities connected to the case. Case cannot be resolved if it has any uncompleted activities.

86 4 Customer Service Processes in Microsoft Dynamics CRM Knowledge Base 85 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.

87 4 Customer Service Processes in Microsoft Dynamics CRM Knowledge Base 86 Support personnel can write Knowledge Base articles and then submit them for review. Draft Unapproved Published Unpublished

88 4 Customer Service Processes in Microsoft Dynamics CRM Knowledge Base 87 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.

89 4 Customer Service Processes in Microsoft Dynamics CRM Service Contract 88 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.