FCIH Initiative Program

CRM
Customer Relationship Management

Osama Magdy
CRM - What is CRM?

 CRM, or Customer relationship management, is a

number of strategies and technologies that are
used to build stronger relationships between
companies and their customers

 A company will store information that is related to

their customers, and they will spend time
analyzing it so that it can be used for serving
them.
CRM - What is CRM?

 The aim of CRM is to:

 Identify who customers/business partners are
 Attract them to company's business
 Manage interactions with them throughout
their relationship lifecycle with the company
 Learn more about them
 Increase their satisfaction.
 The company can gain new customers, and it
can also become highly competitive in the
market
CRM - History & Evolution

 In the past, it was difficult to effectively track

customers and their purchases.
 The foundation for CRM was laid during the 1980s.
During this time, it was referred to as ”database
marketing”.
 The information that was collected via surveys did
not give the company a great of information.
 In the 1990s, the term “Customer Relationship
Management” was introduced. CRM was a dual
system, trying to build a sense of loyalty in the
customers.
CRM - History & Evolution
CRM – Business Strategy

 CRM represents an enterprise business strategy

that involvs focusing knowlege, business process,
and organizational structure around customers
CRM – Business Strategy

 In a typical company, it is not unusual to have to

following scenario:
 CRM – Business Strategy

 In a customer
focused company,
the information
flow and the
ability to access
information is very
different:
CRM - Impact on organizations


Shifting focus from product to customer


Streamlining the offer to what customers want, not
what the organization can make


Highlighting competencies required for an effective
CRM process
CRM - Aspects


Operational CRM: Automation of the support of
customer processes that include a company’s sales
or service representative


Collaborative CRM: direct communication with
customers that does not include a company’s
representative (“self service”)


Analytical CRM: analysis of customer data for a
broad range of purposes
CRM – Example (Amazon)

Ads
CRM - Example (Amazon)
CRM - Vendors

Oracle Siebel

SAP

Microsoft Dynamix

Onyx

Sugar CRM (Open Source)

CRM - Siebel


Enables companies to manage interactions with
customers, partners, and employees

Typically deployed as a single application with
broad functionality

Uses a single database to:

Allow all users access to the same set of
data.

Ensure changes to data are made once and
only once
CRM - Siebel


Types of Siebel applications:

Employee application
Example:

Siebel Call Center

Customer and Partner application
Examples:

Siebel eSales

Siebel Partner Protal
CRM - Siebel


Employee Application: Siebel Call Center
CRM - Siebel


Customer Application: Siebel eSales

Shopping Cart
Catalog
CRM - Siebel


Partner Application: Siebel Partner Portal

opportunities
CRM - Siebel


Siebel Architecture
CRM – Working in CRM Field


Where?

Vendor

Customer

What?

Analysis

Design

Configuration/Development

Testing

Administration

DBA
CRM - Resources


CRM:

http://www.exforsys.com/tutorials/crm.html

http://h20338.www2.hp.com/enterprise/downloads/CRMArchitecture_Whitepap
er_HPC.pdf

Siebel:

http://www.oracle.com/siebel/index.html

Siebel book shelf:
http://download.oracle.com/docs/cd/E14004_01/homepage.htm

http://siebelunleashed.com

SAP CRM:

http://www.sap.com/solutions/business-suite/crm/index.epx

http://help.sap.com/content/documentation/sbs/docu_sbs_crm_design
.htm

More resources soon on my blog (techienotes.info)
CRM

Questions
Contact me:

omagdy@techienotes.info

osama.m.r@gmail.com

Blog: www.techienotes.info