You are on page 1of 38

CUSTOMER RELATIONSHIP

MANAGEMENT IN BANKING
SECTOR

A INTERNSHIP REPORT

Submitted by

ABISHEK H - 1521102

in partial fulfillment of the requirement
for the award of the degree

of

BACHELOR OF TECHNOLOGY
in

INFORMATION TECHNOLOGY

K.S. RANGASAMY COLLEGE OF TECHNOLOGY
(An Autonomous Institution, affiliated to Anna University Chennai and Approved by AICTE, New Delhi)

TIRUCHENGODE – 637 215

OCTOBER 2018

ii

BONAFIDE CERTIFICATE

Certified that this internship report titled “Customer Relationship Management
in banking sector” is a bonafide work of H.ABISHEK (1521102), who carried out the
internship under my supervision. Certified further, that to the best of my knowledge the
work reported herein does not form part of any other internship report or dissertation on
the basis of which a degree or award was conferred on an earlier occasion on this or any
other candidate.

SIGNATURE SIGNATURE
H.ABISHEK Dr.A.SABARI
Final Year – A HEAD OF THE DEPARTMENT
Department of Information Technology Professor
K.S.Rangasamy College of Technology Department of Information Technology
Tiruchengode - 637 215. K.S.Rangasamy College of Technology,
Tiruchengode - 637 215.

Submitted for the viva-voce examination held on ………………

Internal Examiner

iv .

v PERMISSION LETTER .

vi .

vii ABSTRACT Customer Relationship Management (CRM) is a viable solution that has been adopting by many organizations for several years to enhance their customer relations very better and to deliver effective customer service that leads high customer satisfaction. kiosk machines. that is a combined version of the Enterprise Resource Planning (ERP) and Customer Relationship Management (CRM). Gartner predicts that by 2021. This allows the ability to track and build strong relationships with profitable customers and identify specific products and services that can benefit customers. Gartner has recognised Virtusa as a best CRM service provider. . Recent CRM products are not only providing marketing. insurance. Virtusa provides solutions to various sectors that include banking. A CRM system is a sound business strategy for banks to help create brand value and identify and understand their customers’ needs by providing targeted. Virtusa plays a major role in developing CRM products for clients approaching. health-care. internet of things. Virtusa aims in providing the best technological solutions to its clients that ensures the client requirement through world-class solutions as stated in the policy statement. artificial intelligence. My part in this project is to develop a system that provides tagging of cases that are filed by the customers to the MAS Customer Support and to enhance the User Interface of the CRM product used by the MAS Customer Support Executives all these are carried out using Microsoft Dynamics 365. sales and customer service as modules but also they extended their capability in delivering entire software solution as a package to organizations. timely and relevant information that can add value to their customers. CRM dashboards acting as business decision support systems are the perfect place to present measurements and outcomes [1]. The Monetary Authority of Singapore (MAS) is a central bank maintained by the Government of Singapore that provides a CRM platform for the customers that help the customer to file up a query and get rid of the issue. CRM technology will be the single largest revenue area of spending in enterprise software.

3 EIGHT WAYS TO KEEP CUSTOMER FOR LIFE 4 2.4 CRM PRODUCTS 5 3 CRM CORE MODULES 6 3.3 CUSTOMER SERVICE 7 4 CRM SOLUTION – FOR INDUSTRIES: A GLANCE VIEW 8 4. BONAFIDE CERTIFICATE ii INTERNSHIP JOINING LETTER iii PERMISSION LETTER v EXPERIENCE & SERVICE CERTIFICATE vi ABSTRACT vii LIST OF FIGURES ix LIST OF ABBREVIATIONS x 1 INTRODUCTION 1 1. viii TABLE OF CONTENTS CHAPTER TITLE PAGE NO.1 ONLINE VERSUS ONPREMISE CRM SYSTEMS 9 5 SUPERLATIVE FEATURES OF CRM 11 5.CUSTOMER RELATIONSHIP MANAGEMENT 4 2.2 CLIENT INTRODUCTION 2 2 INTRODUCTION TO CRM 3 2.1 CREDULOUS SECURITY 11 .2 WHY .1 ACQUISITIONS 1 1.1 MARKETING 6 3.2 SALES 6 3.1 AIMS OF CRM 3 2.

5 OPPORTUNITY MANAGEMENT 13 5.6 ACTIVITY MANAGEMENT 13 5.3 ACCOUNT AND CONTACT MANAGEMENT 12 5.2 DATA MANAGEMENT 11 5. ix 5.8 PROCESS AUTOMATION 13 6 INTRODUCING CRM IN THE COMPANY 15 7 INTERNSHIP WORKFLOW 16 8 CONCLUSION 26 REFERENCES 27 .4 LEAD MANAGEMENT 12 5.7 DATA ANALYSIS 13 5.

6 TAGGING A CASE TO THE ORGANISATION 23 7.2 TAGGING THE CREATED CASE TO A INDIVIDUAL 21 7.11 VIEWING THE CASE TAGGED THROUGH ORGANISATION GROUP 24 .1 VIRTUSA LOGO 2 3.5 CREATING A ORGANISATION 22 7.1 SALES PROCESS LIFE-CYCLE IN CRM 6 4.1 CREATING A CASE IN THE MAS ORGANISATION 21 7. NO. 1. x LIST OF FIGURES FIGURE TITLE PAGE NO.8 VIEWING THE TAGGED CASE THROUGH INDIVIDUAL RECORD 24 7.3 CREATING GROUP RECORD 22 7.9 VIEWING THE CASE TAGGED THROUGH GROUP ENTITY 24 7.4 TAGGING INDIVIDUAL THROUGH GROUP ENTITY 22 7.7 TAGGING CASE THROUGH ORGANISATION GROUP 23 7.2 CRM MULTI-TENANT ARCHITECTURE 9 7.1 CHART SOURCE OF CRM SYSTEMS 9 4.10 VIEWING CASE FROM THE ORGANISATION 24 7.

Banking. Centralised Data Management System UI/UX . Limited Liability Company VRTU . Industry Transformation Map FinTech . Business Unit . National Association of Securities Dealers Automated Quotations CDMS . Monetary Authority of Singapore BFSI . User Interface / User Experience KT . Financial Technology NASDAQ . Virtusa NASDAQ Code MAS . xi LIST OF ABBREVIATIONS CRM . Knowledge Transfer BU . Customer Relationship Management LLC . Financial services and Insurance ITM .

Virtusa support a wide variety of Forbes Global 2000 firms with services that span the entire spectrum of the IT services lifecycle.  In 2010. Kiosk. etc. Sweden. disbursement. systems implementation and application outsourcing services to large enterprises and software vendors and is possibly the most well-known Sri Lankan technological enterprise. including SAP finance capabilities. business consulting. a financial services consulting firm. headquartered in Stockholm.  In 2011. Virtusa acquired ConVista Consulting. privately held market leader in finance transformation. Virtusa accelerates business outcomes for the clients through our expert information technology consulting and outsourcing services. Virtusa works on various domains like Software Testing. The company provides IT consulting.  At the start of 2014. InSource is based in Hartford.1 Acquisitions  In 2009. Big Data. Virtusa acquired InSource. claims and billing systems in Banking.  In November 2013. Virtusa acquired OSB Consulting LLC. finance and insurance sectors. United States. Virtusa announced that it has acquired all the outstanding shares of TradeTech Consulting Scandinavia and its subsidiaries. Virtusa acquired ALaS Consulting LLC. Guide wire. Limited Liability Company (LLC). [2] 1. Clients are fulfilled through expertized solution. Financial services and Insurance (BFSI). TradeTech. Machine Learning. 1 CHAPTER 1 INTRODUCTION Virtusa Corporation (NASDAQ: VRTU) is an American information technology services company founded in 1996 in Sri Lanka and has its headquarters in Westborough Massachusetts. They provide service for banking. a New Jersey-based consulting firm specializing in the financial services and insurance domains. a technology consulting company wh0ich specialized in the insurance and healthcare industries. US. specifically focusing on high volume collection. Connecticut. CRM. a US-based. is a consulting and IT services provider . AI.

as well as currency issuance.  In November 2015. India. The act gives MAS the authority to regulate all elements of monetary policy. Indiana. and finance in Singapore [4]. [3] Fig 1. which will see more than 7.” together with eTouch US. As Singapore progressed. a provider of IT solutions primarily to banking and financial services. (“eTouch US”) and eTouch Systems Private. “eTouch”). . in 1970. Virtusa paid $270 million for the firm. banking. It administers the various statutes pertaining to money. Ltd (“eTouch India. Virtusa acquired all the outstanding shares of Apparatus. MAS has chosen Virtusa because. Virtusa also provides solution with best industry strategy.1 Virtusa Logo 1. Virtusa acquired a 53% stake in Polaris Consulting & Services Limited. an IT infrastructure services provider headquartered in Indianapolis. securities and the financial sector in general. Therefore. Virtusa Corporation announced that it has entered into an equity purchase agreement to acquire all of the outstanding shares of eTouch Systems Corp. the Parliament of Singapore passed the Monetary Authority of Singapore Act leading to the formation of MAS on 1 January 1971.2 Client Introduction The Monetary Authority of Singapore (MAS) is Singapore’s central bank and financial regulatory authority.500 employees join its global undertakings. Inc. an increasingly complex banking and monetary environment required more dynamic and coherent monetary administration.  On March 12. MAS uses Microsoft Dynamics 365 to build its CRM product as it provides better performance when compared to any other CRM service provider. banking. US. 2018. insurance.  In 2015. 2 specializing in treasury and asset management for major financial institutions in the Nordic countries. Virtusa has been recognized by Pega Systems and Gartner as the best CRM Service providers.

1 Objectives of CRM The CRM is a new technique in marketing where the marketer tries to develop long term relationship with the customers to develop them as lifetime customers. It demands building trust. increasing competition. 3 CHAPTER 2 INTRODUCTION TO CRM The biggest management challenge in the new millennium of liberalization and globalization for a business is to serve and maintain good relationship with the customers. In the past producers took their customers for granted. the people who have a strong potential interest in the product and ability to pay for it. so that the company has a customized product ready for him even before he asks for it. because at that time the customers were not demanding nor had alternative source of supply or suppliers. pricing it. demanding customer. The changing business environment is characterized by economic liberalization. a binding force and value added relationship with the customers. The company hopes to convert many of its qualified prospect into first time customers and then to convert those first time customers into repeat customers. promoting it and making it accessible to target customer. The next challenge for the company is to convert these clients into advocates. The company first tries to determine who are likely prospects i. Modern marketing calls for more than developing a product. But today there is a radical transformation. high consumer choice. . more emphasis on quality and value of purchase etc. 2. CRM aims to make the customer climb up the ladder of loyalty. Then the company tries to convert these repeat customers into clients – they are those people who buy only from the company in the relevant product categories. The idea of CRM is to know the individual customer intimately. Advocates are those clients who praise the company and encourage others to buy from it.e. All these changes have made today’s producer shift from traditional marketing to modern marketing. The process of developing a cooperative and collaborative relationship between the buyer and seller is called customer relationship management shortly called CRM.

 Information technology developments should be positively used to serve the customers.  It costs 7 time more to attract a new customer than to serve an old one. the company tries to identify that small percentage (20%) of key account holders whose contribution to the company revenues is high (80%). (Pareto’s principle). CRM is also known as KEY ACCOUNT MANAGEMENT. 2. .  The chances of selling to an existing customer are 1 in 2. In CRM.  People want to do business with friendly people. So from this point of view. 4 The ultimate challenge is to convert these advocates into partners where the customers and the clients work actively together to discover ways of getting mutual benefit.2 Why – Customer Relationship Management  A satisfied customer in 10 years will bring 100 more customers to the company. the chances of selling to a new customer are 1 in 16. To have effective relations a friendly attitude must permeate in the organization.3 Eight Ways to Keep Customers for Life  Every part of the company’s marketing effort should be geared towards building lifetime relationships.  The company should always be flexible to bend its rules and procedures in the client’s favour. 2. Thus in CRM the key performance figure is not just current market share but share of lifetime value by converting customers into partners.  20% of the company’s loyal customers account for 80% of its revenues.

that is does the CRM is for Business outcomes or for data analysis. Microsoft Dynamics CRM. . Zoho CRM is used for small scale business and the Oracle CRM. 2. 5  The company should communicate with its customers even when it is not trying to sell something. Siebel CRM. Microsoft CRM are used in high end business sectors especially the Banking Financial Services and Insurance. As Microsoft CRM provides higher data analysis with low Cost to the Company.  The company should make it a point to deliver more than what is promised. likes and dislikes etc.4 CRM Service Providers  Microsoft Dynamics CRM  Salesforce CRM  SAP CRM  Oracle CRM  Zoho CRM  AIM CRM  Sugar CRM All the above CRM products are used based upon the business requirement.  The company should try to know all its customers including their lifestyles. where the usage of the CRM is based on the client requirement. Virtusa provides service through SAP CRM. the difference is based upon the sectors in the industry. Salesforce CRM.  The company can communicate and develop stronger customer bonding by providing financial and social benefits. all the CRM products use the same modules but are different in implementation. The user experience is simple so that the users find it easy to experience the product. hobbies. MAS preferred Microsoft CRM as their technical support.

catalogues. Broadly marketing module is segmented into three sub-parts. They are Marketing.1 Marketing Without customer there is no revenue. Sales and Customer Service. That means to make customers. This information may collected from different channels through campaigns. 3. Sales Process Life Cycle In CRM . Lead Opportunity Quotation Order Invoice Fig 3. The sale literature include promotions. Marketing Lists and Sales Literature. the sales module plays the role. There are different types of approaches in marketing such as email marketing. social media campaign etc. But there are three modules which are very exclusive and important in any CRM application. The life-cycle of sales module starts with turning lead to opportunity and ends with generating invoice. It is applicable in any field. They are Campaigns. product descriptions etc.2 Sales Soon after a customer entered into sales pipeline. Marketing Lists are otherwise called information about the target audience.1. It is the stream-lined business process. 6 CHAPTER 3 CRM CORE MODULES There are different types of modules offered by different CRM applications. The information about the product or service to make prospects understand is called Sales Literature. Marketing module in CRM is especially to make prospects to enter into sales pipeline. 3.

Starting with case registration to case solving. Customer Service module in CRM applications providing good features. This is the fact that customer service is always directly proportional to the customer satisfaction. it has sales life cycle it also having a streamlined process.3 Customer Service This particular module gives the ambiance to entire CRM application. Like in sales. Case management may include resource sharing. . 7 3. service calendars etc. these applications are providing efficient tracking functionality and advanced case management features.

In that you can get multiple options and business process automation. state of Minnesota adopted a CRM solution in 2013 and now it's getting good fame among the citizens over there. are providing their services with a highly secure environment. When coming to banking and financial services (BFS). This might be the reasons why the CRM revenue is getting increased year on year. 8 CHAPTER 4 CRM SOLUTION – FOR INDUSTRIES: A GLANCE VIEW Customers are the basis of a company's economic success. Insurance. it makes us understand that how security practices are adopting by CRM products. Zoho.S. almost every bank is using a CRM solution. Salesforce. service automation etc. a CRM Technology can be used in any kind of industry or service to improve better customer service and experience with optimized software costs. Siebel etc. we call this CRM solution as a flexible solution. marketing automation. Pega. The CRM products are now having rich capabilities of managing customers. Stearns County is a county located in the U. Due to its high customizable options. The CRM products like Microsoft Dynamics. Some of them are providing both OnPremise and Online/Cloud services. Even local governments are looking towards CRM solution for citizen satisfaction. But a CRM solution can provide a greater flexibility with changing requirements by industries with very less costs and time saving. In any industry. Automobiles and many other service providing organizations are moving towards this field and getting good outcomes in terms of customer satisfaction and optimized software costs. data management. Microsoft providing effective features for CRM in form of Microsoft Dynamics. So that it is inevitable for a company to establish and maintain good customer relationships. Siebel etc. Sales and Services as their modules. the requirements are keep changing all time. Industries like Banking and Finance. By this instance. A CRM solution is a highly cost effective and easy customizable. are also providing best features like sales force automation. Therefore. Marketing – Sales – Services in a sequence are the pillars to maintain any organization or service. Like Microsoft Dynamics other CRM products like Pega. Salesforce. Almost every CRM Technology practicing at-least Marketing. .

middleware. In SaaS. networking etc. a renowned computer scientist. but physically integrated. Cloud offers multi-tenant architecture. are the examples. there are many CRM tools in the market that make use of cloud services. A cloud service is any service that a user may access via the internet. 9 4. Cloud CRM tools providing Software as a Service (SaaS). Multi- tenancy is a reference to the mode of operation of software where multiple independent instances of one or multiple applications operate in a shared environment. The instances (tenants) are logically isolated. a Cloud CRM tool itself manage application. not where to do computing” said by Paul Maritz.1 Online Versus OnPremise CRM Systems Fig 4. data. servers. Dynamics CRM Online. The main advantages of adopting cloud services are cost saving in need not to maintaining own . Agile CRM etc.2 CRM Multi-Tenant Architecture “Cloud is about how you do computing.1 Chart Source of CRM Systems [3] Hosting Site CLOUD Tenant1 Tenant 2 Tenant 3 Customer Site Customer Site Customer Site Tenant 1 Tenant 2 Tenant 3 Fig 4. storage. Now.

However. The disadvantages include downtimes may occur when the servers are upgraded or repaired. It would be restricted to particular area. . users will not be able to access everywhere. 10 servers. easy access to data. These companies want to maintain the servers in their own premises. user can use CRM anywhere. some types of organizations don’t want to let third party vendors to handle their data when they handle sensitive data. users don’t have instant control on the data as it the cloud is a shared environment. When it comes to OnPremise. Secondly. This would incur lot of initial setup costs and software development costs. when there are large number of users then it is not a great deal of matter and it is also cost saving. But when it requires to upgrade the software again it would be expensive and time taking.

The another interesting feature is that we can create duplication detection rules by our own to eliminate duplicates. Likewise. comply with regulation standards. up-to-date. eliminating duplicates and non-relevant data. we can create multiple users to an organization. 11 CHAPTER 5 SUPERLATIVE FEATURES OF CRM – A TECHNICAL PERSPECTIVE The trending CRM products. We can assign security privileges in a way that a manager can create. which are providing by companies like Microsoft. The small and medium scale companies choose cloud services and when it comes to governments. Data Management is meant for its maintenance of data lucidly with no redundant information i. Zoho etc.1 Credulous Security Now-a-days security itself a major requirement for many companies in terms of data privacy. Salesforce. delete etc. The main advantage lies with CRM systems is with creating users and assigning security roles to the users. The cloud services are giving robust enough security to the data providing by Microsoft Cloud itself. These features makes the organizations very assertive on their marketing. sales and customer service domains.2 Data Management Managing. Leading CRM systems like Salesforce. are flawless in their respective products. For Microsoft Dynamics CRM there are both Online/Cloud services and On Premise services. Microsoft Dynamics CRM etc. data integrity and availability. read. analyse the history of particular record. write. It means assigning the permissions to accessing records to users based on their roles in the company.e. are providing a rich tool called `auditing`. to a record but sales persons can only read the records. Pega Systems. This can be done in CRM with security roles. . clean data is critical. Assume an instance that there is a manager and two sales persons in a company. summary analysis etc. The features of it are like tracking and analysing the user actions in order to improve business actions.. maintaining relevant. That is where tools for data management in CRM systems come in. 5. 5. they prefer On Premise services because of their internal reasons.

Products like Salesforce offering Salesforce Object Query Language (SOQL). are offering flexible query languages to efficient retrieval of data. giving them constant attention to make them sales-ready. Propose and Close. Account management helps in providing complete view of organization (it may be customer or competitor or partner). It means. 5. and then passing them on to the sales team. Zoho. activities which are done via phone call.4 Lead Management The person who has been already qualified by the sales team by showing the interest and ability to make a purchase is called a `Prospect`. Accounts are the backbone of information. In- spite of these. It may also having additional features like appointment to the contact. it is helpful for the users in a wide range in terms of effective campaigns. or a partner. They are Qualify. The relation may be customer. booking alerts and approvals. details and tracking their interactions with people involved in business. Contact management is the process of recording contacts. Siebel etc. qualifying them. tracking their activities and behaviour. Microsoft. The next is Develop. where the data and entities are inter- related. they follow the following steps in order to have effective lead management. 5. if the lead is qualified. The term Qualify means that identifying whether the lead is eligible for potential sale or not. tasks. then we have to develop requirement gathering with the customer to provide a proposal or quote. competitor. Where a contact is an individual associated with an existing account. Such systems have gradually evolved into an aspect of CRM systems. email or fax by a user to contact. In many CRM systems. Develop.3 Account and Contact Management An account is an organization or a company in which a relationship exists with your company. And later we have to present a . The lead is a person who has just entered your sales pipeline and who doesn't have an idea on the product. which allow businesses to improve sales and service levels leveraging a wider range of data. as each and every entity is inter- related to another. In CRM systems. it records the insights of business process with the contact and track opportunities with the contact. 12 For example. we can create a rule such that any two or more records having same phone numbers are duplicates and should be removed. In CRM. Lead management is the process of capturing leads. the business process can be made easy.

Activity Management automatically coordinate all enterprise activities with perfection. Then it comes opportunity management providing by CRM's. At last we have close the process either by receive an order or lose the sale. Without an opportunity. Say for instance an agency called a tender that they are willing to buy fifty cars for their employees.8 Process Automation The process automation is meant to reduce administration overhead and create efficient processes for sales. marketing and other teams.5 Opportunity Management Opportunities are the core of success to any organization. price list. implement and monitor marketing. With that we can able to make effective decisions and measures to improve business processes. there would be no revenue. phone calls etc. graphs etc. an activity is may be creating appointments. sales and customer service activities in an effective manner. Like this there will be number of opportunities for car manufacturing companies. This can involve automating a single routine task. quotes. The most CRM implementing products are providing data analysis tools like chart visualizations. All the CRM products are offering the Activity Management now. it may be positive or negative. 5. estimated revenue. status. By executing a task with perfection will automatically reflects the positive outcome. servicing. We can create alerts. scheduling tasks. efficient user interface dashboards. or handling a complex series of steps in a single workflow triggered by an event or action in CRM or it could be a dialog in which it works like flow . 5. in this opportunity management. the activity is proportional to the result. In CRM Terminology. sending emails. an activity is nothing but a task. product line items.6 Activity Management In simple literature. So opportunities creates value and profits. They are rich elements providing in Opportunity entities like estimated close date. When there are more opportunities. work order type etc. It makes us understand the behaviour of customers. Users can plan. topic. From this we can understand how important an activity is! In technology. 5. 5. automatic email remainders etc. potential customer. 13 propose to him. This entire process is done with Leads entity in CRM systems.7 Data Analysis Data is the key part in any industry now a days. then it they are high chances to baffle.

14 chart and let us know what is the final output with manual interaction with dialog boxes. when there are no business rules. which were added in most CRM products are helping in replace the coding part for requirements in the client side. the developers used to code for every small requirement in client side. The current situation has changed. . Previously.. Business Rules. but it's part became very crucial in developing rules in client side.the. The process automation helps to improve the efficiency of the CRM Systems and therefore it helps to give better customer satisfaction. Although the Business Rules having some limitations with it like only ten if...else are possible for a rule..

not just their names or address. It is crucial to know the customer details as much as possible. they represent different levels of value and have different needs. Step 3 : Interacting with the customer Interaction is also a crucial component of a successful CRM initiative. but their habits. preferences and so forth. 15 CHAPTER 6 INTRODUCING CRM IN THE COMPANY There are four key steps for putting one to one marketing program to work Step 1 : Identify your customers To launch a one to one initiative the company must be able to locate and contact a fair number of customers or at least a substantial portion of its valuable customers. Once the company identifies its customers differentiating them will help the company to focus its efforts to gain the most advantage with the most valuable customers. It is important to remember that interaction just not occur through marketing and sales channels. Step 4 : Customize your enterprise’s behavior Ultimately to lock a customer into a relationship a company must adapt some aspect of its behaviour to meet customer’s individually expressed needs this might mean mass customizing a manufactured product or it might involve tailoring some aspect of the service surrounding the product. . customer interact in many different ways with many different areas of the organization so to foster relationship all the areas of the organization must be accessible to the customer. Step 2 : Differentiating your customers Customers are different in two principal ways.

Contacts. from 1 June 2018 the research and development tasks were given. the very important concept in the crm is the security roles was given as a task that was used to assign roles to the units in the crm organization. the CRM terminologies includes Accounts.. Entity. etc. Forms. so when the CEO logins into the organisation he has . whenever the filtration query is passed it should count the records in the filtered list. the first task was to be clear on all the basic terminologies used in CRM. Week 2 ( 29 – 31 May 2018 | 1 June 2018) – Study of CRM Terminologies From 29 May 2018 onwards tasks were given by the leads and that was a self-study process. on 31 May 2018 reporting manager C. Sales. the on boarding formalities and the certificate authentication were carried over by Lavanya Raghupathi – Lead HR Operations. the first hands on task was to create a entity and add fields in a form in the Microsoft Dynamics CRM Development Environment. etc. Service. the second day (24 May 2018) of the intern was for id card issue and allocating of employee and email id and access procedures. Views. salesperson. the first two days of the intern was at DLF IT PARK – Chennai. Leads. on 5 June 2018. Relationships.Kumaresan and HR manager Bharath Mohan at Virtusa Foundation Block – Navalur. on 25 May 2018 reported to manager C. 16 CHAPTER 7 INTERNSHIP WORKFLOW JOINING DATE – 23 MAY 2018 RELIEVING DATE – 17 AUGUST 2018 Week 1 ( 23 – 25 May 2018) – Onboarding Formalities The intern joining date was on 23 May 2018. tasks based on lookup concepts. Dashboards. and also to count the number of records based on each filtration categories. director. the same task was carried till 30 May 2018. it generates a list of records from one entity where the records created from an entity should be mapped to the entity record placed in the lookup area. Week 3 ( 4 – 8 June 2018) – R&D on security roles and sitemap in MS CRM On 4 June 2018. Fields. CEO.Kumaresan gave Knowledge Transfer (KT) on CRM. the task scenario was an organisation has some business units like manager.. Marketing. lookups are like drop down.

On 8 June 2018. Field Service Management. On 15 June 2018 tasks on business rules were given. the advanced areas in the CRM such as Marketing Integration. Call Centre Automation. Forms. Company. so in case if there is a student entity the filtration criteria must be on the marks and the percentage. for example I have a student marks entity with a set of records. Salesforce Automation. for example a person entity can be related to student. Dashboards. Business rules are built in features that are used to set condition. Fields. On 13 June 2018 the task based on security roles was given. On 7 June 2018. for example when a entity named Car Advertisement is created. on 6 June 2018. Channel Management were introduced to know what . there was a set of records in the entity and has to be filtered based on a business rules. the sitemap enhancement task in which the created entity has to be displayed in the dashboard was given. On 12 June 2018. On 14 June 2018 tasks based on the relationships between entities were given. Bank entities.). Records. instead of moving to the solution page it needs to be displayed under marketing module so that it would be easy to retrieve the entity. Week 5 ( 18 – 22 June 2018) – Hands-on KT for MS CRM The industry training for Microsoft Dynamics CRM was started on 18 June 2018 with the introduction of the CRM product and the basic outline of the CRM Product. some of the terminologies used are (Entities. etc. Helpdesk Automation. Customer Service & Support. I need it to be generated as a report where it can be visualised. On 19 June 2018 the basic CRM terminologies were given a brief discussion. Week 4 ( 11 – 15 June 2018) – R&D on report generation and relationships in CRM On 11 June 2018. On 20 June 2018. this task focussed on what sort of access levels can be given to the business units associated with the organisation. 17 access to modify all the functionality whereas when the salesperson logins he should be given access to only show some features which cannot be modified. the concept of generating the marketing lists was given as a task. That is the front end view of the dynamics page and how can it be changed. search filtration tasks were given to search and display the record through the CRM product. the task on enabling the User Interface and User Experience (UI/UX) Languages was given. tasks based on report generation based on the data in the entities was given. for example in an entity if the record is a employee then the salary area should be displayed and if an intern the field should be invisible. Views. and the static and dynamic generation of marketing lists were a part of the task.

On 3 July 2018. Referential. On 27 June 2018. Business Rules After the introduction to the CRM core modules the business management concepts were started on 25 June 2018 that included the terms like Global Option set. the constraints that are used for the behaviour of the relationships like Parental. Workflows. Cascading were discussed. Week 8 ( 9 – 13 July 2018) – Working on Web services This was the last week of the training and this week went with some advanced areas in CRM.net was given to write plugins for the CRM to trigger a process. the same JavaScript and JQuery KT was given on 10 July 2018. Parent Child Business Units (BU) were discussed how to assign roles to the user based on the levels. products. marketing lists. On 26 June 2018 the concept of Relationships was taught that included relationships between entities like 1:N relations. invoices. Organizations. On 28 June 2018. contracts were given. On 4 July 2018 the search concept that included Categorized Search. On 9 July 2018 the JavaScript for the CRM projects was discussed and few hands on tasks were given. quotes. The workflows were discussed in detail the next day that is 29 June 2018 which took the whole session. From 11 July 2018 the KT for the c#. Actions. Week 6 ( 25 – 29 June 2018) – Working on Relationships. contacts. Publishers. accounts. the report generation included presenting of the data in form of charts. Sales and Service were discussed during the Knowledge Transfer (KT). the topics under the process module like Business Rules. 18 CRM is meant for.. Workflows . Process Automation. Advanced Search were detailed. campaigns. competitors. knowledge base. service and marketing which included the coverage of leads. Dialogs were discussed. On 21 June 2018 the core modules of CRM. N:1 relations and N:N relations and how to set the relationships between entities. Report generation based on the records in the entity was discussed during that session. cases. Dialogs. On 6 & 7 of July 2018 was general discussion on what all KT was given in the recent progress. orders. opportunities. diagrams. On 12 July 2018 the same continued for half the sessions and then the Web . Business Process Flow. the core modules of the CRM modules took another day for the explanation of other modules in the sales. etc. Week 7 ( 2 – 6 July 2018) – KT on search & Business Unit concepts in MS CRM On 2 July 2018 the users who are the part in the CRM like Business Units. Solutions. that is the Marketing.

It is part of the Microsoft Dynamics family of business applications. Because JavaScript is commonly used in web development. it version has been recently upgraded as the MSD 365 was a combination of CRM & ERP. and Service (help desk) sectors. they have their CRM product that maintains the customer details and the banks associated to it. Week 9 – 13 ( 16 July – 14 August 2018) – Tagged in Project Project was allotted by Virtusa Consulting Services for the Monetary Authority of Singapore (MAS). 19 services concept was started and continued till 13 July 2018. The product is named as MS Dynamics 365 because it is the integration of both the ERP and the CRM [6]  JavaScript The use of JavaScript in Dynamics CRM 2011 allows to manipulate CRM forms and data in real time using lightweight and easy to use syntax. [7]  JQuery JQuery is a cross-platform JavaScript library designed to simplify the client- side scripting of HTML. This does not. as the CRM was developed on the Microsoft Platform we use Microsoft Dynamics 365 as Development Environment. however. Technology Stack :  Microsoft Dynamics 365 (CRM Product) Microsoft Dynamics 365 is a Customer Relationship Management software package developed by Microsoft. Monetary Authority of Singapore is the central bank of Singapore that issues currencies to the Singapore Nations and also controls the fraudulent transactions happening in Singapore. but Microsoft has been marketing Dynamics CRM as a CRM platform and has been encouraging partners to use its proprietary (. Marketing. it has been heavily extended with methods that allow developers virtually limitless possibilities. At the end of the training we had an technical interview to tag me as a resource in a project was to be carried for a month.NET based) framework to customize it. open-source software using the permissive MIT . It is free. The product focuses mainly on Sales. mean that all tools available should be applied to Dynamics CRM environments.

Web analysis indicates that it is the most widely deployed JavaScript library by a large margin. a formal recommendation from the World Wide Web Consortium (W3C).Net C# is an elegant and type-safe object-oriented language that enables developers to build a variety of secure and robust applications that run on the . URL conventions. integrated debugger. payload formats. and much. You can use C# to create Windows client applications. as well as via corporate networks. HTTP methods.[10]  ODATA & REST API OData (Open Data Protocol) is an International Organization for Standardization/International Electro technical Commission (ISO/IEC) approved. status codes. The XML standard is a flexible way to create information formats and electronically share structured data via the public Internet.[9]  XML Extensible Markup Language (XML) is used to describe data. JQuery's syntax is designed to make it easier to navigate a document. and many other tools to make it easier to develop applications based on the C# language and the . XML data is known as self-describing or self-defining. Visual C# provides an advanced code editor. handle events. meaning that the structure of the data is embedded with the data. distributed components. it is dynamically understood within the XML.NET Framework.NET Framework. OData helps you focus on your business logic while building RESTful APIs without having to worry about the various approaches to define request and response headers. and develop Ajax applications. OData also provides guidance for tracking . 20 License. thus when the data arrives there is no need to pre- build the structure to store the data. XML Web services. select DOM elements. create animations. JQuery also provides capabilities for developers to create plug-ins on top of the JavaScript library. database applications. much more. convenient user interface designers.XML code. is similar to Hypertext Markup Language (HTML). media types. etc. client-server applications. Organization for the Advancement of Structured Information (OASIS) standard that defines a set of best practices for building and consuming RESTful APIs. query options. [8]  C#.

persons. defining functions/actions for reusable procedures. persons. 1 X Related Functions and 1 X Groups. The OData metadata. a machine-readable description of the data model of the APIs. OData RESTful APIs are easy to consume. as per the previous version multiple tagging were not a part of it. related functions. functions and groups. enables the creation of powerful generic client proxies and tools.[11] Case Allotment  Task 1 – Creating and tagging cases to related entities Allow tagging of cases to multiple organizations and persons. In this case the solution has different entities like organisation.1 Creating a Case in the MAS Organisation Fig 7. and groups. and sending asynchronous/batch requests. 21 changes. the case has to be tagged to the related organisation or person as pretended in the case. Fig 7. so when a case is raised by a customer outside the organisation.2 Tagging the Created Case to a Individual . only one record was tagged at a time in this case the solution must be capable of tagging multiple organisation.

22 Fig 7.3 Creating Group Record Fig 7.4 Tagging Individual through Group Entity Fig 7.5 Creating a Organisation .

the case should be visible.7 Tagging Case through Organisation Group  Task 2 – Viewing the tagged cases through the entities tagged When viewing a list of cases from any one of the tagged organizations/ persons/ related functions/ groups. functions. groups. the case created has to routed to all related users in the organisation this can be achieved only they are notified with a issue. Whenever a case is registered and tagged to the related organisations. 23 Fig 7. the recorded case has to be visible for the tagged users. individuals. .6 Tagging a Case to the Organisation Fig 7. so that the executives can look into it can solve it.

8 Viewing the Tagged Case through Individual Record Fig 7.10 Viewing Case from the Organisation Fig 7.11 Viewing the Case Tagged through Organisation Group . 24 Fig 7.9 Viewing the Case Tagged through Group Entity Fig 7.

this is for the form layouts present in the case and the sections in the dashboard of the CRM version. Stock. tabs and sections). this case is to create a UI that provides the drag and drop feature to allow emails from outlook containing the case query to register a case On 14 August 2018 the Exit Mail was given as the mark of the exit process.  Task 4 – Drag and Drop emails from outlook into a case To allow users to drag outlook emails into a FIRM Case (opened in browser).  Task 5 – Configuring form layouts. all the clearances were given and the assets were released before 2:00 pm on 17 August 2018 and the HR Operations of the Virtusa Consulting Services released the Released the Relieving as well as the Experience Certificate. groups as a subgrid in the case entity. 25  Task 3 – Adding fields in the case entity to allow tagging to related entities Other minor UI changes to case layouts. this is based on the UI configuration. as the case contains some detailed information to be included before the case is registered. the UI changes for the case entity was to include the organisation. related functions. this feature must allow the drag and drop of the query email to be registered when a case is created and tagged. Logistics.  Task 6 – Creation of UI to enable drag and drop of outlook emails Creation of HTML resources in FIRM which facilitates the drag and drop of the outlook mail embedded to case screen. individual. Exit Interview Form. . tabs and sections New Entity Customizations and Configuration ( entity form layouts. Staffing. On 16 August 2018 the relieving formalities were initiated and was pending for clearance by the Project Management. so that the case recorded can be mapped to the different user levels from the case entity form. Resource Management. Finance. so case are registered through emails sent by the customers to the executives in the organisation. HR. Trainings. Admin. IT.

including customers. During the project schedule it was a real time experience working with the client from the organisation end. Its recent prominence is facilitated by the convergence of several other paradigms of marketing and by corporate initiatives that have developed around the theme of cooperation and the collaboration of organizational units and their stakeholders. CRM has the potential to emerge as the predominant perspective of marketing. learning CRM and implementing it in the industry gave practical experience. project was given like. a case has to be created and when the case is tagged to the internal entities. The issues of CRM and customer service are vital in the developing environment as customer expectations increase. This is especially the case in developing countries where changes in customer expectations are linked to increasing educational standards and literacy. CRM refers to a conceptually broad phenomenon of business activity. the tagged case is to be visible at the individual entity and also to develop a system that enables dragging and dropping of emails from the outlook mailbox. the developed code was then tested and implemented on the authentic client environment by the onsite development team. This internship was helpful to figure out what is CRM and why are they used in organisations and was useful to learn how to develop the CRM and the terms used in CRM. . the project allotment was based on the real time industry scenario. all the development work was carried out on the organisations development environment a cloud setup in the Offshore Development Environment (ODC) which has a replica of the client environment. 26 CHAPTER 8 CONCLUSION The domain of customer relationship management extends into many areas of marketing and strategic decisions. and if the phenomenon of cooperation and collaboration with customers becomes the dominant paradigm of marketing practice and research.

odata.wikipedia.wikipedia.com/about-virtusa [3] https://en.microsoft.com/extending-crm/javascript/crm-javascript-best- practices/ [8] https://en.com/articles/crm-for-banking-a-few-special-considerations [2] https://www.wikipedia.powerobjects.com/definition/XML-Extensible-Markup- Language [11] https://www.org/wiki/Monetary_Authority_of_Singapore [4] https://en.techtarget.org/wiki/JQuery [9] https://docs. 27 REFERENCES [1] https://newsignature.leadsquared.org/ .org/wiki/Virtusa [5] https://www.org/wiki/Microsoft_Dynamics_CRM [7] https://crmbook.wikipedia.com/en-us/dotnet/csharp/getting-started/introduction-to-the- csharp-language-and-the-net-framework [10] https://searchmicroservices.virtusa.com/on-premise-vs-cloud-crm [6] https://en.