Marketing Campaigns Using the WINLine CRM I Module

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Lynne Sutton
3 years ago
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1 Page 1 WEB Edition CRM I Module CRM I in a Marketing Campaign

2 Page 2 1. WINLine Module CRM I This paper serves to introduce the WINLine WEB CRM I module and to show its respective area of use. In just a few words, the WINLine WEB CRM I module is the light version of the WINLine WEB CRM package. The module gives you online access to customer-related information contained in WINLine accounts data. So-called action steps can be defined and triggered by specific WINLine actions for individual customer accounts (e.g., memo on sent , or saved archive entry). The saved action steps can be reported on in full detail with a sophisticated report system. Support for multi-level workflows is first supplied by the complete WINLine WEB CRM II module. To demonstrate a typical area of application of the WINLine WEB CRM I module we will describe in detail a mass-mailing marketing campaign involving a specific group of customers. 1. Business Process: Customer Mass Mailing, Invitation to Company Open House Situation: You would like to send an automatically generated mass mailing letter to a particular group of customers in the Pittsburgh area to invite them to a company open house, where you will be displaying the latest mountain bikes and biking accessories for the coming spring season. Once the letters have been sent, you ll use the WINLine WEB CRM I module to make customer follow-up contacts and document and manage which customers are coming to the open house or not. How does this all work in WINLine? Step 1: First, you need to set up a Campaign, or list of customers, in WINLine that will be used for the mass mailing marketing action. There are several ways to do this, but a simple and direct method by opening the Name Search function and selecting a group of customers. In WINLine START open menu item File Name Search

The module gives you online access to customer-related information contained in WINLine accounts data.

3 Page 3 You d like to select customers from the Pittsburgh area, so enter PITT in the Search Term field and press the DISPLAY window. The screen above shows the resulting table contents (data corresponds to demo company 20US). Step 2: Now you put these customers into a new marketing campaign list by pressing the Copy Selection in Campaign button in the Name Search window toolbar: The Modify Campaign window is opened where you can enter a name for the new campaign, e.g. PITT CUST SPRING : Press the OK button or F5 and the new campaign is displayed immediately in the Campaigns window:

Step 2: Now you put these customers into a new marketing campaign list by pressing the Copy Selection in Campaign button in the Name Search window

4 Page 4 Step 3: So now you ve got the customer group defined. Let s perform the mass mailing action. Press on the ACTIONS button in the Campaigns window toolbar and the Actions menu is opened: You want to write a mass-mailing letter, so choose option Write letter. Immediately, the List Assistant is opened, where you can set up the letter and have it automatically printed for each customer.

Press on the ACTIONS button in the Campaigns window toolbar and the Actions menu is opened: You

5 Page 5 You want to use a pre-existing text block Spring Open House that you set up beforehand as the form letter in the mass mailing. Enter it as above in the Form Letter field. You can also search for the text block with the Match Code. Once you ve entered the text block (i.e., the actual contents of the letter body), press on the OK button (or press the F5 key) and the letters will be printed. After the letters are printed, the system opens automatically the following CRM case entry window:

Once you ve entered the text block (i.e., the actual contents of the letter body), press on the OK button (or press the F5 key) and the letters will be printed.

6 Page 6 A WEB CRM action step is written for each customer account with the information above. For instance, you can a note concerning the date the letters were sent in the Long Description Internal field. Press OK again and the action steps are saved for each customer. Step 4: Let s check to see exactly which CRM action steps were recorded and any attached files by going to the Campaigns window, marking one of the accounts, e.g., account 20000, and pressing on the WEB CRM button: The CRM account information page is shown in the Case View window:

Press OK again and the action steps are saved for each customer.

7 Page 7 In the window above we see the CRM Journal entry for the action step that was saved for this customer when the mass-mailing letter was printed. Press on the icon at the left of the CRM Journal entry to view the entry in detail:

8 Page 8 You can even view a copy of the letter that was sent during the action by choosing the Update Management link above:

9 Page 9 When you click on the Archive Entry link ( form letter template ) a window is opened showing the original form letter:

10 Page 10 Step 5: Marketing force makes telephone follow-up calls to customers In the next part of our practical example, let s assume that a few customers call up in your company office and confirm or decline that they will come to the Open House. How does your secretary handle this? Actually very easily in WINLine! She logs in to WINLine, goes to WINLine ACC2 and opens the AR/AP Account Base Info window for the respective account. Let s say, she wants to enter a customer invitation acceptance:

How does your secretary handle this? Actually very easily in WINLine!

11 Page 11 In the AR/AP Account Base Info window she clicks on the WEB CRM button (as above) and the Case View window with CRM information is opened:

12 Page 12 To record the customer confirmation, she chooses the Accept Invitation, Open House action above:

13 Page 13 An appropriate remark on the telephone conversation is entered in both the Long Description Internal and External fields above and the SEND button is pressed to save the step.

14 Page 14 As you see above, the new action step is immediately entered into the CRM Journal and is available in the customer account information window. In a similar way, the secretary can also enter a customer decline of the invitation by choosing the Decline Invitation, Open House action link. Step 6: Contacting customers who have neither confirmed nor declined the invitation You d like to contact customers who have not yet said whether they will come to the Open House or not. In other words, no action step for accepting or declining the invitation exists for the customers. One problem: how do you find out easily which customers have been invited, but have not yet accepted or declined? We ll use the reporting tools in the WEB Edition CRM I to solve this task quickly. Open the WEB Edition and log on for example as a user in the office user group, in this case Barbara Walters, works in the office at Allegheny Bikes:

Step 6: Contacting customers who have neither confirmed nor declined the invitation You d like to contact customers who have not yet said whether they will come to the Open House or not.

15 Page 15 Select the CRM menu in the menu bar and then menu item Support/Overview. The reports that have been defined and are authorized for use by office group users are listed in the frame window to the right. Click on the menu link Follow-up on Open House Invitation. This report has been defined to select those customers who are marked as having been sent an invitation to open house (i.e., action step "Invitation to Open House sent is saved for the customer), but who have not yet responded.

right. Click on the menu link Follow-up on Open House Invitation.

16 Page 16 All the accounts that have not responded yet are shown in the report list. Click on the account number of the first entry West High School and the Account Info window is opened:

17 Page 17 Using the telephone number listed in the window above, Barbara Walters can make a follow-up call to West High School and inquire if they would like to attend the Open House. Depending on the response, the corresponding action step Accept Invitation or Decline Invitation, Open House can be triggered in this window by clicking one of the listed actions. Let s assume the customer says she will attend the Open House. Barbara Walters clicks on the Accept Invitation, Open House link and the Action Step Entry window is opened:

Depending on the response, the corresponding action step Accept Invitation or Decline Invitation, Open House can be triggered in this

18 Page 18 She presses the SEND button after entering the information and the corresponding action step is entered in the Account Information window for the customer:

19 Page 19 Using the reporting tools in the WEB Edition CRM module, it is possible for the office staff to tell at any moment in time which customers have accepted or declined an invitation and to perform a customeroriented follow-up on the marketing campaign. Note: There are various settings, authorizations, users and window configurations necessary to construct the practical example demonstrated in the paper above. Please see the accompanying Pre-Settings paper for further details.

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