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: Illustration Microsoft Corp.

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

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 Illustration Microsoft Corp.

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 Illustration Microsoft Corp.

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 Illustration Microsoft Corp.

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 Illustration Microsoft Corp.

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: Illustration Microsoft Corp.

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: Illustration Microsoft Corp.

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 Illustration Microsoft Corp.

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: Illustration Microsoft Corp.

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 Illustration Microsoft Corp.

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: homogeneous groups of heterogeneous customers Groups are selected by specific criteria. In Microsoft Dynamics CRM it is done via Marketing Lists. Illustration Microsoft Corp.

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 Illustration Microsoft Corp.

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) Illustration Microsoft Corp.

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

42 2.1 Campaign management Campaign Creation 41 Illustration Microsoft Corp.

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. Illustration Microsoft Corp.

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 Illustration Microsoft Corp.

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. Illustration Microsoft Corp.

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. Illustration Microsoft Corp.

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! Illustration Microsoft Corp.

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 Illustration Microsoft Corp.

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

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. Illustration Microsoft Corp.

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. Illustration Microsoft Corp.

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 Illustration Microsoft Corp.

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. Illustration Microsoft Corp.

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! Illustration Microsoft Corp.

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. Illustration Microsoft Corp.

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. Illustration Microsoft Corp.

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

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. Illustration Microsoft Corp.

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. Illustration Microsoft Corp.

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). Illustration Microsoft Corp.

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. Illustration Microsoft Corp.

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. Illustration Microsoft Corp.

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. Illustration Microsoft Corp.

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. Illustration Microsoft Corp.

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 Illustration Microsoft Corp.

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. Illustration Microsoft Corp.

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 Illustration Microsoft Corp.

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. Illustration Microsoft Corp.

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.

90 4 Customer Service Processes in Microsoft Dynamics CRM Service Contract Template 89 Service Contracts are created from templates. Illustration Microsoft Corp.

91 4 Customer Service Processes in Microsoft Dynamics CRM Service Contract Template 90 Field Name Abbreviation Description The name of the contract template. 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 Contract Service Level Use Discount As Percentage Description Calendar The service units of the contract, which could be in number of cases, time, or coverage dates. The rating of the customer service level. The default values are Gold, Silver, and Bronze. A configuration field in which you can set any applicable discount amount as a percentage or as a fixed dollar value. Additional comments or a description of the contract template. 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.

92 4 Customer Service Processes in Microsoft Dynamics CRM Service Contract 91 Illustration Microsoft Corp.

93 4 Customer Service Processes in Microsoft Dynamics CRM Service Contract 92 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

94 4 Customer Service Processes in Microsoft Dynamics CRM Service Queues 93 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

95 4 Customer Service Processes in Microsoft Dynamics CRM Exercise Part Exercise to working with Cases, Knowledge Base, and Service Contracts.

96 95 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 Functions of Microsoft Dynamics CRM

97 96 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 Functions of Microsoft Dynamics CRM 5.1 Reporting

98 5.1 Reporting Filters and Views 97 Views in Microsoft Dynamics CRM can be used to look at the list of records and to filter them. Based on filters it is possible to create customised views to have quick access to often used filters. Steps: Open record grid. view In View select Filter: This will allow to filter records on the grid: Save the customised View. Illustration Microsoft Corp.

99 5.1 Reporting Charts 98 Microsoft Dynamics CRM allows to create different charts (or use predifined) to analyse and visualise data. Quelle: Snyder, M.; Steger, J.; Landers, B. (2011): Microsoft Dynamics CRM 2011 Grundlagen: Optimales Kundenmanagement in Marketing, Vertrieb und Service, Unterschleißheim. Illustration Microsoft Corp.

100 5.1 Reporting Dashboards 99 Dashboard is a presentation of various sets of data in a single screen. Dashboards: strategic (to understand overall performance) and tactical (to highlight current or recent work). Illustration Microsoft Corp.

101 5.1 Reporting Report Wizard 100 Report Wizard allows to create sophisticated reports within Microsoft Dynamics CRM interface. These reports can also be scheduled to be delivered. Steps: Select record types to be included in the report Select filtering criteria Select layout of fields Select formatting of the report: table or chart and table Illustration Microsoft Corp.

102 5.1 Reporting Report With Excel 101 Microsoft Dynamics CRM allows to export data to Microsoft Excel. Types of export: Static data to Excel worksheets Dynamic data to Excel worksheets Dynamic data to Excel PivotTables Dynamic data option allows to update data in the report directly from Excel. Illustration Microsoft Corp.

103 5.1 Reporting Exercise Part Exercise to working with reporting functions of Microsoft Dynamics CRM.

104 103 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 Functions of Microsoft Dynamics CRM 5.2 Workflow Management

105 5.2 Workflow Management Workflow Management 104 Workflow is an automated process. They are often associated with conditional statements, such as business rules that have multiple choices. Depending on the choice, an action can occur and workflow can be used to automatically do this action. Benefits of using workflows: Increasing efficiency Standardised processes Improving excising processes Streamlining steps Improving internal communication and collaboration Controlling routines

106 5.2 Workflow Management Workflow 105 Workflow can be run automatically or on demand. They can also be parts of other workflows. Workflow contains different types of steps: Check Condition when the step is reached the workflow checks if the condition holds; if the condition holds, the next step is performed; if not, the process of stage finishes. Wait Condition workflow waits until the condition holds to continue with the next step. Illustration Microsoft Corp.

107 5.2 Workflow Management Workflow 106 Creation and update of the records within the workflow is done according to predefined properties. These properties can be: Setup manually to some predefined value (for example, country name) Setup based on properties of other linked records using Dynamic Values: Illustration Microsoft Corp.

108 5.2 Workflow Management Workflow 107 Workflow can be set up for individual users, groups or for the whole organisation. Illustration Microsoft Corp.

109 5.2 Workflow Management Exercise Part Exercise to working with Workflows.

110 109 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 Functions of Microsoft Dynamics CRM 5.3 Security

111 5.3 Security Security in Microsoft Dynamics CRM 110 Goals of security: Provide users with access only to the information they require to perform their job functions Categorise users into types to define roles and restrict access based on those roles Support data sharing for collaboration which allows to explicitly grant access to data they not own

112 5.3 Security Security in Microsoft Dynamics CRM 111 Security elements: Business units Users Security roles Teams All people (users) who access your Microsoft Dynamics CRM system must be uniquely identified. The system must know where they sit in the organisation structure (business unit) and what they are allowed to do (security role) once logged in. Teams are used to establish collective groups in CRM.

113 5.3 Security Security in Microsoft Dynamics CRM 112 Most of records in Microsoft Dynamics CRM have one of two types of ownership: User/team owned usually records related to the customer (ex., lead, account, contact, opportunity) Organisation owned usually used for reference data and associated with a business unit (ex., product, queue)

114 5.3 Security Business Units 113 Top-level business unit is automatically defined and is the organisation that uses Microsoft Dynamics CRM. Other business units can be subsidiaries, divisions, branch offices, operating units, etc. Business units allow to capture the organisation structure. Small organisations often use only one top-level business unit in Microsoft Dynamics CRM.

115 5.3 Security Business Units 114 Illustration Microsoft Corp.

116 5.3 Security Users 115 User is each and every person who will access Microsoft Dynamics CRM Identification: On-Premises: network logon identifier Online: Windows Live ID Illustration Microsoft Corp.

117 5.3 Security User Administration 116 User is assigned to a business unit When user leaves the organisation, the following steps should be done: Reassign the records owned by the user to another users Disable the user s account

118 5.3 Security Security Roles 117 Security roles govern what a user can do after he/she is granted access to the system. Microsoft Dynamics has 14 predefined security roles but it is also possible to create new roles Two categories of security roles: Entity relates to type of records captured in the system (ex. account, contact, product) System features functions that can be performed in the system (ex., print, import data) Elements of entity security roles: Entity Action Access level

119 5.3 Security Security Roles 118 Actions: Create create a new record Read view and open existing record Write change existing record Delete delete existing record Append attach this record to another Append To attach another record to this record Assign assign this record to another user Share share this record with another user

120 5.3 Security Security Roles 119 Access level: Organisation can perform this action on any record in the system Parent/child can perform this action on any record in the same business unit as the user and any record in any child business unit of the user s business unit Business unit can perform this action on any record in the same business unit as the user User can perform this action only on record owned by this user None cannot perform this action

121 5.3 Security Security Roles 120 Illustration Microsoft Corp.

122 5.3 Security Sharing 121 Sharing makes it possible to get access to records not included into his security role. Typically any record in CRM that is associated with a customer (ex., lead, account, contact) can be shared. Sharing is only possible if the user have the right to do that. Sharing defines: Who this record is shared with What actions can this user perform with this record But: you grant privileges to that specific record itself, but only if the user already has the privilege to perform the similar action to his or her own records. Illustration Microsoft Corp.

123 5.3 Security Team 122 Team is a group of users. Teams are assigned with security roles and can own records and facilitate sharing. The key benefit of teams is that if a new employee joins the organisation, he/she can be added to a team and is automatically shared with all the records that the team has been granted access to or owns. A user can be a member of several teams. Teams are automatically created for each business unit.

124 5.3 Security Team 123 Illustration Microsoft Corp.

125 5.3 Security Territories 124 Territories group users within geographical regions. Each territory has one manager and multiple users. Territories are user to distribute records according to geography: each record (ex., account, contact, lead) can be assigned to a territory. Usually special workflows are created to automatically assign territories. Illustration Microsoft Corp.

126 5.3 Security Field Security 125 Field security allows to lock and protect certain fields in a record. Field security specifies who can read and edit the content of this field: Field security is controlled by field security profiles. Illustration Microsoft Corp.

127 5.3 Security Auditing Auditing is used to track and analyse what fields were changed, when, and who changed them. 126 Auditing can be global or on specific entities. Audit history is accessible from the record: Illustration Microsoft Corp.

128 5.3 Security Exercise Part Exercise to working with Security features of Microsoft Dynamics CRM.

129 128 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 Functions of Microsoft Dynamics CRM 5.4 Mail Templates

130 5.4 Mail Templates Microsoft Word Mail Merge Mail Merge is used to merge different data from Microsoft Dynamics CRM into a template or different templates that can be used to quickly create finished documents. 129 Illustration Microsoft Corp.

131 5.4 Mail Templates Microsoft Word Mail Merge 130 Illustration Microsoft Corp.

132 5.4 Mail Templates Templates 131 templates allow to create s quickly based on records data. Illustration Microsoft Corp.

133 5.4 Mail Templates Exercise Part Exercise to working with Mailing Templates.

134 133 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 Functions of Microsoft Dynamics CRM 5.5 Configuration

135 5.5 Configuration Configuration 134 Every entity has at least one form, and it is possible to change different things on these forms: add or remove fields remove sections add or remove tabs modify the values of a drop-down lists use iframes and Web Resources

136 5.5 Configuration Configuration of Forms 135 Illustration Microsoft Corp.

137 5.5 Configuration Field Configuration: Drop-Down Lists 136 Illustration Microsoft Corp.

138 5.5 Configuration Field Configuration 137 Illustration Microsoft Corp.

139 5.5 Configuration Form Display Configuration For each entity there can be two forms: main and mobile. 138 Illustration Microsoft Corp.

140 5.5 Configuration iframe 139 iframe (Inline Frame) displays content from other places within Microsoft Dynamics CRM or from the Internet, within an entity form in Microsoft Dynamics CRM. Illustration Microsoft Corp.

141 5.5 Configuration Web Resources A Web Resource in Dynamics CRM refers to items such as Silverlight applications, XML files, JavaScript functions, and even self-contained HTML pages. 140 Illustration Microsoft Corp.

142 5.5 Configuration Exercise Part Exercise to working with configuration options of Microsoft Dynamics CRM.