Customer Relationship Management (CRM) Overview
Customer Relationship Management (CRM) controls all aspects of a company’s interaction with its customers and potential customers from generating the lead, developing the opportunity, taking the order, producing the goods, shipping the goods, getting the cash and supporting the customer. Throughout this process, CRM allows the customer to be tightly involved within the entire supply chain process via the Web-based Customer Connect modules.
CRM Module competitive advantages:
Marketing and Sales
With the CRM module, you can manage and analyze the effectiveness of marketing campaigns and events. You can use the Campaign Manager to track number of leads, opportunities, orders and costs per campaign. Once you have the lead, the CRM functionality helps manage the entire sales process more effectively, with features such as workflow and forecasting.
Project Costing
Track project costs for a true picture of committed costs to marketing projects and events
Data Mining
Extract data based on any customer attribute, including SIC code, location, contact type or territory.
Territory Assignment
Automate territory and region assignment of each prospect entered into the system.
Opportunity Development
Improve sales efficiency with structured sales processes, freeing up sales staff from administrative tasks. Identify all customer roles within the sales process and establish an action plan for each person.
Workflow
Monitor every state of the sales process, including parallel processes. Manage processes using built-in workflow facilities that ensure nothing slips through the cracks.
Quotations
Create real-time quotations using cost structures from existing products, same-as-except products and brand new products. Generate multiple quotations during the opportunity development process.
Forecasting
Manage forecasts by opportunity probability, category and territory. Analyze sales quotas throughout each level of the sales team.
Performance
Manage sales teams by analyzing performance at each level of the sales structure, from the regional level down to the representative level.
Lead Sourcing
Track lead sources to identify successful advertising, events or other campaign tactics.
Convert Quotes to Orders
Easily convert an entire quotation to a sales order in one step.
Win/Loss
Analyze win/loss information by sales region, representative, opportunity category or other criteria.
Support
The Support functionality within the CRM module enables you to log calls to track customer issues and action items. Return Material Authorization (RMA) and Field Service calls can also be issued from within the Support module.
Customer Connect
Add crucial Web functionality to the CRM application with Customer Connect, which includes:
- StoreFront
- Customer Portal
- eCRM
Integration
CRM is seamlessly integrated with the Customer Connect, Quote Management, Field Service, Job Management, Product Configuration, Advanced Bill of Materials, Inventory Management and Document Management modules.
Details about CRM
The Customer Relationship Management (CRM) module integrates sales opportunities, quotes, orders, and historical information. This module is valuable when you want to track the history of a sale, from the initial lead and opportunity all the way to a quote and then order.
CRM puts the process of gathering orders from customers in three major steps:
i. Gathering names, communicating information
A list can be generated from an existing customer list, or an external list. The list can be exported for mass mailing, or for whatever reasons. Leads from this e-mail list can be entered into the system CRM.
Also, information about contacts can be entered into CRM manually.
ii. Reconciling feedback, leads, and opportunities into a quote.
From this point, leads are automatically assigned to sales territories and dispatched to the primary salespeople by matching territory criteria with that entered by prospects.
After salespeople follow up on the leads, opportunities are created out of the leads. Tasks are assigned to the opportunity, based on the task set defined in the territory. More tasks can be assigned by the salesperson for follow-up or requests for assistance from other people in the organization.
The Salesperson Workbench shows a list of opportunities, orders, and customers. As a result, a salesperson can drill down into details for inquiry and follow-up, resulting in very quick and thorough response to leads. This is true regardless if the lead in question is an existing customer or not.
If an opportunity requires custom manufacturing of some kind for an accurate price, it can be adjusted by the salesperson or dispatched as a task to an engineer. Tasks can also be used by management to dispatch a response. When the quote is approved and sent to the prospect, the task also can serve as a reminder for the salesperson to follow up in a time frame.
The Lead/Opportunity/Quote Entry window shows open leads, opportunities, and quotes in the system. Each record has general information, line items, associated people (contacts, competitors, and sales reps linked to this lead or opportunity), and tasks to be done for the lead.
This window is the new Quote Entry window. In other words, with or without CRM, quotes are now entered in the system through this CRM-enhanced window. If you do not use CRM, portions of Quote Management are disabled. You do not lose functionality that you formerly had, but different screens and fields are in place.
Likewise, the Customer Tracker has changed its look to accommodate CRM changes.
The Sales Manager Workbench serves to monitor the activity of salespeople. Pipeline activity can be viewed in different ways, with varying levels of detail, enabling confirmation of appropriate processes, quantities, and pricing. The manager can override the confidence factor on opportunities based on their experience to enable a most accurate forecast.
iii. Converting the quote into an order: Push and Pull
The salesperson follows up with the opportunity. If all goes well, the opportunity is converted into an order. Win or lose, the salesperson can enter information regarding the win or loss for win/loss analysis.
The Campaign Summary screen shows the effectiveness of the marketing campaign: The number of leads, opportunities, and orders are tracked, along with the expenses incurred.
Finally, customer service can monitor customer information through Customer Tracker. Calls are logged to the customer for tracking issues. Tasks can be linked to the customer for following up on open issues. RMA and Field Service calls can be initiated from a customer call.
Basic process:
An order can be created from a quote in one of two ways. The “Push” way is to transmit the quote information into an order, from the Task Maintenance dialog box. This is done by marking the task as a “Win” and then checking the Create Order box.
The advantage of this method is that you can immediately create the order upon learning of the win, saving yourself a step.
The “Pull” method of creating an order is to use a new function in Order Entry: Get Opportunity/Quote. This function opens the Generate Order From Quote window, where you can pull quote information into the window, and create orders from this point.
The advantage of this method is that you can use window security to restrict the number of people who can actually create an order.
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