Contents

Part I - Introduction..........................................................................................................1
Part II - Current.................................................................................................................4
Condition for successful CRM......................................................................................5
Causes of failure in the process of implementing CRM...............................................7
Part III - Trend of
CRM....................................................................................................8
CRM and Cloud technology.......................................................................................10
CRM deployment on mobile devices..........................................................................14
.................
Part IV - Describe the design & i!"eentation of the s#ste !rotot#!e15
Objective.....................................................................................................................1
!eneral re"uirements of the system............................................................................1
#pecific re"uirements..................................................................................................1$
Part V - e$!"ores !ossib"e direction................................................................................%1
%raining.......................................................................................................................&&
Chec'ing and evaluating.............................................................................................&1
Part VI - Conc"usion........................................................................................................%&

Information
Technology
For Managers
-BMIT!"#
Name: Duong Thanh Huyen
Course: MBAOUM0314-K13A
HCMC,June 2014
References.........................................................................................................................%4
P'RT I( I)TR*D+CTI*)
(n )ietnam mar'et* office supplies business is currently at a very competitive mar'et+
due the increasing number of manufactures and distributors e,pand their mar'et and
varieties of goods. -ou can find and buy any office supplies any.here /boo'stores*
retail sales in the open mar'et* on all streets in the city* office supplies specialty
stores* schools* hospitals* post office* and convenient stores01. %a'e a loo' at any
retail of office supplies* you can find numerous manufactures .ho produce same type
of office supply product of the same use. %oday* consumers are very smart and "uic'
in determining a good manufacture. %hey are our !od. 2ue to the overflo. of goods*
they can "uic'ly turn to other manufacture if product of this manufacture doesn3t
satisfy any of their needs. %herefore* retain returned customers is a critical issue to
either the manufactures or distributors.
4s an 5,ecutive 2irector of 6ao 6inh Company* a supplier .ho is speciali7ed in
office supplies to most of all business in 8o Chi Minh City* ( al.ays see' to improve
the management system* "uality services* and method of sales* but still maintain the
traditional sale management at medium scale. 4fter years in the mar'et* .e no.
have a "uite large amount of loyal customers.
90 clients .ho are large scales businesses* .hich employ over 40 full:time
employees.
9$ clients .ho are small businesses
; schools
9 systematic boo'stores in .hich each of those has some branches and a number
of returned customers
(n addition* former customers referred ne. customers to us. 4s of that result* to boost
up sale* .e are facing a challenge on ho. to ta'e care our customers and 'eep our
business in control .hen the amount of customers increase larger. <e have planned to
e,pand our business .ith more distributors to the neighbor regions. Our traditional
sale management may meet challenges in the future* such as=
Customers3 information .ill be easy to lose* inconsistency* hard to share
.ithin the business* since each seller handle and control their o.n customers.
#tatistic reports are not accuracy and time consuming.
>osing customer3s information once an employee left the job.
2elay in each division in receiving and solving customer3s problems.
>imiting in monitoring and appraising employees3 performance.
(nefficiency in customers3 debt management
Confidentiality of sensitive customers3 information
%hose difficulties .ill impact directly on the business results. <e are a.are that the
cost of finding ne. customers is al.ays higher than the cost to 'eep old customers.
Customer Relationship Management is a management issue* not a matter of
information technology. 5verything stems from that ;0:&0 rule= &0? domination old
customers bring ;0? of profit for the company* and sales costs for customers is much
lo.er than ne. customers. %ools for managing customer relationships is
indispensable for the success of a company for any type of customer. #o* .e .ill give
priority to build a strong customer relationship management systems* effective but
easy to use. #ystem that re"uires all employees strictly ma'e commitments to utili7e*
and the implementation is seen as one of the criteria for evaluating the capacity of
each employee periodically.
P'RT II( C+RR,)T
6ased on the research* .e 'no. that some companies are using customer relationship
management soft.are /CRM1 to e,pand businesses by reaching out to ne. consumers
and retain current customers. %hey manage customer information in a systematic and
efficient result such as account information* special needs* e,change product
information and other issues in order to better serve their customers. %he overall
objective is to find* attract and .in the confidence of ne. customers* maintaining the
partnership .hich has had* entice returned customers* reduce mar'eting costs and
e,pand customer services. %he measurement and evaluation of the relationship .ith
the customer is very important in the implementation of strategic goals.
%hrough customer relationship systems* customer information .ill be stored*
monitored* and updated in the database system. %han's to a tool to detect e,ceptional
data* businesses can analy7e and create a list of potential customers and to set out the
long term care to customer .ith the appropriate strategies. (n addition* businesses can
also handle issues and solving problems of customers faster and more efficiently.
Customer relationship management system to provide a reliable foundation of
business* to retain customers and staff* and to improve the relationship bet.een
employees and customers. (n summary* CRM is a set of management* care and
building relationships bet.een customers and businesses.
C*)DITI*)- .*R -+CC,--.+/ CRM(
1. Construction CRM 0ision= means to determine the position of enterprises in the
mar'et* customer oriented segments* setting targets customers* to measure the
activity of monitoring strategies.
&. The interna" consistenc#( @ot only CRM that all of a deployment strategy
re"uires a unified leadership from the highest levels to the normal staff. %o
recogni7e CRM as a common strategy* a common .or' related to all individuals
in the business. (f only businesses toddlers first steps CRM application models* it
is necessary to e,change ideas bet.een departments at different levels of
business* to e,plore CRM needs for business. Arom there* administrators can lean
.hat parts of CRM need to improve or e,pedite for a smooth deployment CRM
in each division. More li'ely .e .ill see the demand and perception of each
departments section out differently. %he role of the administrator is to reconcile
the contradiction to meets the basic fundamental* .hich may vary in some
departments* but still ensure the unification of CRM system in the enterprise.
9. Do not run the high-tech band1agon 1hen "o1-tech sti"" 1or2s 1e""(
Organi7ations .ho .ere successfully applied the use of CRM are al.ays loo'ing
for a simplest plan and cost savings .hen deploying CRM plan. 4 lo.:tech
solution is simple and friendly to all users* from employees to customers remain
more effective than a hi:tech solution .hich is cumbersome* e,pensive and
unfriendly.
4. Cor!orate Cu"ture and CRM= 4 CRM system is not just a ne. soft.are
pac'age+ (t is a change both in strategic thin'ing about ho. business* and a ne.
.ay to manage personnel. #uccess .ith CRM model greatly than's to the
.or'ers .ho are .illing to share information about the customers and partners.
<ell cooperation .ithin an organi7ation must be promoted and maintain
consistently. #taff may thin' that sharing information .ould ma'e them lose their
opportunity to compete .ith others. 8o.ever* if employees understand that CRM
creates opportunities for each of them* the success rate .ill increasingly mar'ed.
%herefore* it is necessary for all employees to see a practical e,ample* .hen
sharing information benefits the entire company. Management should aim to
build corporate culture based on the interests of the business over personal
interests. %o achieve this goal* employees : those .ho use CRM* could see real
evidence that the information they share is used to promote the business* and the
benefit to everyone in the company.
C'+-,- *. .'I/+R, I) T3, PR*C,-- *. IMP/,M,)TI)4 CRM=
1. Putting custoers a1a# of the center !oint of interest( #ometimes* .hen
focusing too much on technology and strategy* the enterprise forgot central target
is the customer. %o get the most of successful CRM deployment* businesses
should al.ays focus on building long:term relationships .ith customers by
sustaining CRM as a bridge bet.een enterprises and customers+ it .ill help
businesses to understand the demands of customer and capture information faster
more sufficiently. <ith all that important changes* improvements should be
developed from the customerBs needs.
%. Too Much 3ass"e in the CRM5s I!"eenting Process( (n the business
process of applying CRM* if the enterprise does not focus on training staff* then
they can3t have a thoroughly understanding of the concept* utili7e and 'no. ho.
to deploy the ne. CRM to serve customers. %hey cannot bring success to the
business. <hether businesses have applied model* but more importantly* they do
not have to face many obstacles in accessing information from the business and
provide the best service to customers. <e can say CRM is a long:term strategy to
help businesses achieve long:term goals. %herefore* .hen utili7ing CRM* it also
re"uires patience .ith the comple,ity of the system .hen it .as not successfully
applied. (f CRM has been implementing efficiently* it .ill bring not just CprofitC
for the company but also for customers3 loyalty to goods. %his is an invaluable
asset for the business.
P'RT III( TR,)D *. CRM
1. CRM
and
C"oud
Techno"og#(
a6 Conce!t = Cloud computing* also 'no.n as virtual servers* Drefer to a model of
net.or' computing .here a program or application runs on a connected server or
servers rather than on a local computing device such as a EC* tablet or smartphone.F
(n this computing model* all related possibilities to information technology are
provided in the form of CserviceC* .hich allo.s users to access technology services
from a provider that Cin cloudC .ithout having to have the 'no.ledge and e,perience
of the technology* and do not need to 'no. about the server infrastructure. 4ccording
to the (555 Computer #ociety* C(t is the form in .hich information is stored in the
permanent server on the (nternet and is only temporarily stored in the client computer*
including ECs* center entertainment* computers in the enterprise* the handheld
computer facilities* etc...C Cloud computing is a general concept including concepts
such as soft.are services* <eb &.0 and other issues recently appeared on the trend
emerging technologies .hen the mainframe of (nternet:based problems conflict .ith
users3 computing needs.
Aor e,ample* !oogle 4pp5ngine services provide online business applications that
.e can normally access from a .eb bro.ser* .hile the soft.are and data are stored
on the server. !oogle are among the bac'ers virtual server computing most active by
their business activities based on the distribution of the cloud /virtual server1. Most
(nternet users have access to popular cloud services li'e e:mail* photo albums and
digital maps.
Cloud computing is a must:have and une,ceptional trends of every CRM application.
(n &01&* the foreign CRM solution .as almost put Con the cloudC. Currently in
)ietnam many enterprises have been deployed this service.
b6 7enefits 8hen De0e"o!ing C"oud Co!uting =
Ale,ibility= user can freely select services consistent .ith their needs* as .ell
as the ability to remove those components that they do not .ant. /(nstead of
having to spend hundreds of dollars for one of M# Office* you can buy each
component separately or only one very small fee .hen using a certain part of
it1.
Cost 5ffective = Gsers not only reduce costs but also reduce copyright major
e,pense for the purchase and maintenance of servers. %he aggregation of
multiple applications 1 spot reorgani7ation .ill help reduce initial investment
costs* as .ell as increasing performance using these devices to the ma,imum
e,tent.
Eroactive = %he user .ill no longer confined to one device or one more location
specific. <ith cloud computing* soft.are* data can be accessed and used from
any.here* on any device .ithout the need to pay attention to hard.are
limitations as .ell as geography. /-ou can play Call of 2uty $ on iEad or
iEhone .ithout attention to its configuration1.
Reliability= 2ata in the cloud computing model is stored first in many .ays
dispersed server clusters in many different positions. %his helps to increase the
reliability* safety data .henever an incident or disaster occurs. /(magine one
day* beloved host of companies naturally ignited the entire precious data
inside* .hat .ould you doHH1
#ecurity = %he concentration of data from various sources .ill help secure
professionals enhance the protection of user data* as .ell as minimi7e the ris'
of data theft .hole. /%he data is placed in the $ different servers in case of
hac'er attac's* you also .ill be revealed only si,th. %his is one .ay of sharing
ris's bet.een the different organi7ations1.
5asy maintenance = 4ll soft.are are located on the server* this time* users .ill
not need to .orry about updates or soft.are fi, anymore. 4nd programmers
are also easier to install and upgrade your application.
#upport= 5nterprise also no need to invest a team of speciali7ed (% personnel*
negligent maintenance* negligent data loss due to system periodically and
fre"uently bac'up automatically. 4s a result* enterprises can focus more on
production value and improve business processes and increase production.
#ocial CRM Option. @o.* more CRM systems are upgrading to include a
social CRM aspect. %his allo.s interactions .ith clientsIcustomers in the
social space to be trac'ed through the system and provide a more holistic
approach to customer service by integrating any social interactions /especially
if a company uses social media for customer relations1. Gsing a cloud:based
system .ill give you instant access to the updates and e,panded offerings
.ithout having to do.nload a ne. program andIor upgrade all devices.
Cloud computing is developed and provided by multiple vendors* including
4ma7on* !oogle* 2ata#ynapse* and #alesforce as .ell as the traditional vendors
such as #un Microsystems* 8E* (6M* (ntel* Cisco and Microsoft. (t is used by
individuals for personal uses to major companies such as !eneral 5lectric*
>BOrJal* Erocter K !amble and )aleo. 4ppstore and iCloud are the typical
application of the CcloudC. Cloud computing is an innovative revolutionary for
the entire (% industry.
5lectricity is cloud computing brings us from the Cindustrial societyC to social
progress C'no.ledge and .isdomC. (t is a society of efficiently* energy saving*
progressive and civili7ed because then people can enhance their 'no.ledge .ith
e,ceptional cost saving.
Recent !artner3s report of D4naly7e mar'et= CRM application global .ide
&01&F released on 1;I4I&019* authors provided intensive observation about .hat
made CRM mar'et had increased 1&? .orld.ide in &01&* three times increasing
than average most of all soft.are applications for business. !artner recogni7ed
that demand came from their clients .ho utili7ed CRM to attract customers*
analy7e* and accomplish based on customers3 reaction+ it also boost managing
performance on all divisions. 6ig 2ata3s "ueries accessing also gro.ing .ith
CRM .hen business entities .ho focus on their customers collected information
via social media and customers3 reaction.
(n &01&* ;0? of CRM soft.are applications has been sold in @orth 4merica and
<est 5urope. CRM3s revenue in @orth 4merica had increased 1$.$? during
&011:&01&. 4rea had the highest CRM3s revenue increasing included China*
&$.L?* and >atin 4merica region /&4.9?1.
#ub:segmenting analy7e proved that e,pense for CRM soft.are application
.orld.ide made top of the list .ith 9$.;? in &01& /$.$ million G#21 from the
Customer #ervices and Consulting features of the application. @e,t leading
CRM3s features .as for the #ale feature /&$.9?* 4.7 million G#21. Mar'eting*
including mar'eting automation* had &0? /9.$ million G#21 and e:business .ith
1$.L? /9 million G#21. !raph belo. sho.ed revenues by section=
(n )ietnam* some commercial ban's had initially utili7ing CRM to run their business
and achieved their business goals. )ietinban' is one e,ample. Currently* under the
pressure of increasing competition bet.een credit institutions* financial funds*
insurance companies both domestic and foreign operations in )ietnam* the problem
posed is to ma'e up multiple benefits to customers* improve the efficiency of your
sales team* and management support directly* so the CRM .as seen as a 'ey to solve
three in customer data management.
%. CRM de!"o#ent on obi"e de0ices(
a. Conce!t = customer relationship management on mobile devices is a relationship
management applications customer design is implemented* operated and accessed
via the mobile technology.
b. 7enefits of Mobi"e CRM de!"o#ent( (
CRM Mobile devices allo.s organi7ations to add* edit and manage interactive
relationships .ith e,isting clients or their potential through mobile
applications on handheld mobile devices* E24 and tablets.
Mobile device applications for customer relationship management is becoming
increasingly sophisticated and popular. %hese tools are not just mobile CRM is
an application on the mobile interface /tablets 4ndroid* iEhone* iEad*
<indo.s Ehone ...1 but also provides features ta'e advantage of the uni"ue
capabilities of mobile devices * such as !E# and voice. %han's to mobile
CRM* an outside sales staff can open the map* identify their current location
and full information see the customers in that area /technology pinpoints1. 8e
also can "uery the information by spea'ing into mobile applications instead of
trying to type in information search on the tiny 'eyboard of a smart phone.
P'RT IV( D,-CRI7, T3, D,-I4) &
IMP/,M,T'TI*) *. T3, -9-T,M PR*T*T9P,
%hrough learning about cloud CRM and mobile CRM* consider the actual needs of
the company* .e .ant to build a system of customer relationship management based
on specific technologies as follo.s=
(. *7:,CTIV, = 2evelop management systems technology mobile cloud
computing to support=
1. Management of customer data.
&. #ubscribe to interact .ith customers=
9. 4utomate .or'flo..
4. %rac' and access report.
. #upport K services.
((. 4,),R'/ R,;+IR,M,)T- *. T3, -9-T,M(
1. #imple* easy to read and easy to use even on mobile devices. %here reminder
function Imonitoring function can help people complete their .or'.
&. Clarify staff3s responsibilities on each tas'.
9. #ecurity access= limiting access to authori7e personnel* but convenient
accessible
4. Constantly update to 'eep the database system operate at the utmost capacity.
. 5nsure that CRM can integrate .ith other systems= can import I e,port data
from CRM system easily.
$. Gtili7ation of the CRM system must be able to=
5valuate the performance of each employee.
5,port reports .ith full interface and clearly information for the analy7ing
and defining sales opportunities.
7. Ale,ible system : Ccriteria customer is centricC= .hen changing sales
conditions related to customers* it need to be adjusted to suit the customer and
serve customers better.
;. Customers .ill be able to access the companyBs CRM system /in the allo.able
range .ith the company regulations1 to trac' the status of orders I contracts.
III. -P,CI.IC R,;+IR,M,)T- (
1. Customer Data Management = full* detailed and systematic
#ubscribe to all customers* contacts* opportunities* feedbac' and other
details.
2etermining the relationship bet.een the customer and ran' their
subordinates.
Create "uotes* bill of sale* and customerBs invoice.
%rac' customer buying history and analy7e opportunities to promote sales.
Create customer reports fully fit.
5,port customer information spreadsheet soft.are li'e Microsoft 5,cel and
other soft.are to analy7e the form of a purchase and propose better
programs.
4ttach documents relate to customers for "uic' reference later.
Eutting all e:mail important customer on the CRM system for future
reference.
&. Subscribe to interact with customers = customer communication via phone* direct
contact* electronic mail or other channels .ere recorded through the system.
#ubscribe to the ordering process* delivery and payment status of customers.
Conversely* customers can also trac' the status of ordersIcontracts .ithout direct
contact .ith sales staff of the company.
9. Workflow Automation = aims to standardi7e business processes through a
combination of tas' list* .or'ing schedule* forms ... Aor e,ample= <hen a job is
mar'ed complete* the soft.are .ill automatically set up a tas' for the ne,t step in
the process and then assign it to .ho is manage it.
4. Track and report retrieving
%he report forms are automatically built for vending.
Eeriodically 4naly7e sales.
4nalysis of sales by month.
Opportunities Report according to potential business customers table.
Create detailed chart over time and opportunity stage.
. Support and services =
Meep trac' all incidents involving clients from beginning to end in the
customer support process.
>in's incidents .ith customers* contacts* products* and other modules to
have a better vie. of the incident.
Create the display style to suit each individualBs re"uirements support.
Eroviding solutions to solve the problem through the customer portal.
#tatus updates automatically incident by e:mail.
Create the appropriate incident report* complete.
Create customer support statistics to help managers plan better customer
support.
%o have a CRM system consistent .ith the actual demand of the company* .e
strongly recommend CRM system should have the follo.ing specific functions=
1. !ournal function = help users arrange daily schedules for individual* for groups or
units accurately to the hour. %his function is sho.n on the different types of
schedules for .ee'ly* monthly.
&. "#Mail $unction = .or's similar to the Microsoft Outloo'. (t allo.s users to trade
in the internal correspondence of the company* at the same time transaction .ith
e,ternal correspondence.
9. !ob $unction = 4llo.s users to create information on the .or' that needs to be
done and manage them* such as these .or' ta'es place .ith customers* for ho.
long* and .ho is responsible* etc.
4. $orum functionalit% = create an environment to e,change information on the
public system by .riting information* reply to* .hich can help each group* or any
user sitting at .or' or going out company can go direct to the net.or' and
e,change their opinions about a certain problems.
. Documentation $unction 5nable to read and .rite any type of document is .hat
the data file through mobile CRM can provide. #ignificantly* users can share
documents that others can use as reference. 5specially* .hen users out of their
offices* .or' else.here* even overseas* they can still easily access document
storage in the company. #imultaneously* they can share interest articles to others
.ithin the company.
$. &hone functions = allo.s management to trac' calls in the unit* to help users
manage time of each call* and users has completed or unfinished the call in"uiry.
7. $inance $unction = 4llo.s creation of orders* revie. the financial situation in a
simple .ay by month* year.
;. $unction contracts'orders = enable to gather information and create a list of
contractsIorders then attach to the original contract* and save as document.
L. &ro(ect function allo.s to declare and manage the necessary information about
the project that users plan and implement. 4ttached to the core information about
the project* users can manage the list of project participants* .ho might
corporate* company* unit* funds* project e,penditures* .or' list* appointments* or
contracts.
10. Contact function = allo. to declare and manage relationships .ith
customersIpartners* to understand their simple administrative information* such as
Danyone related to him* the appointment ( had .ith them* they are partners in
relation to contracts I orders yet.F
11. Management functions = allo. the system administrator to establish the role and
position of the person using the system* set the au,iliary list for the operation of
the system* such as the list of business areas* business groups* currency* date
format.
1&. )nstalling function = allo. you to set a number of different options .hen installing
the system before and during use.
19. *elp $unction help users to use the system .ithout mastering the s'ills to
operate CRM. (t .as built at least t.o languages are )ietnamese and 5nglish
because our customers are not only )ietnamese company.
P'RT V( ,<P/*R,- P*--I7/, DIR,CTI*)
<e are determining to invest into a customer relationship management system as
described above. 4t this moment* human element is a critical factor to accomplish the
plan. %herefore there are certain tas's that .e need to initiate. N
'. TR'I)I)4(
1. (nternal training =
Managers* subordinates* and employees need to thoroughly understand
the importance of CRM for the success of business. 4ll employees
should go through trainings to gain 'no.ledge and to 'no. ho. to
operate CRM system in their daily tas's. (n addition* they .ill need to
rene. their 'no.ledge and s'ills by completing CRM certified every
year.
(n order for employees to be able to navigate transactions fluently .hen
operating CRM application. 5mployees in each department should
complete training based on application functionality that related to their
tas's
&. 8elp customers to ac"uaint .ith the ne. system=
4nnounce the use of CRM application in business operations to each
customer. 5ncourage customers to use CRM on mobile devices.
Erovide thoroughly use instruction of CRM* so customers can get to
'no. the system easily and fast.
7. C3,C=I)4 ')D ,V'/+'TI)4(
%his is an indispensable step. <e need to consider the feasibility of the system
periodically. (n fact* to see if there are any adjustments need to conform to the
principle of Ccustomer:centricC. %he measurement results from the system is feasible
and valuable
P'RT VI( C*)C/+-I*)-
%he deployment and CRM applications on cloud computing technology .ith mobile
devices is necessary in the cutthroat competition. %his is an effective tool to help
improve the competitiveness of company. %he difficulties and shortcomings in the
management system .ill be dismissed. (n )ietnam* there is no stationary supplier
applying this management system to their business operation. <e hope that .e .ill be
successful because it .ill help us serve customers at the best "uality and satisfaction.
<e have the ambition that after & years applying CRM system* the distribution system
of the company .ill e,pand in eastern and .estern provinces of 8o Chi Minh city.
Erofit of the company .ill achieve a minimum of 10? compared to current financial
result.
<e believe on our plan. >etBs join all hands to create .onders for the future of our
company* a company developing strong and sustainableO
R,.,R,)C,-
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