1 Customer Relationship Management Software Package G-Cloud Service Definition 2014 General Dynamics Information Technology. All rights reserved
2 1 Delivering consistent multi-channel (telephony, , face-to-face, mobile and social media) customer interaction relies on an effective customer contact management system. Microsoft Dynamics CRM is a Customer Relationship GDIT has Management (CRM) solution designed to support the management of extensive customer relationships and life-cycle, from initial interaction through experience to on-going service and customer management. Through effective implementing implementation, the application facilitates the day-to-day management of customer interactions, improving customer experience and delivering Microsoft greater efficiencies. The application is a modern, flexible and cost- Dynamics CRM for effective platform that can be customised to meet individual service local government processes or scaled to meet organisational demands. clients, developing consistent, customercentric solutions to support multichannel customer interaction, execute channel shift, and deliver operational efficiencies. General Dynamics Information Technology Limited (GDIT) has extensive experience in the implementation of Microsoft Dynamics CRM. It is the chosen application for services we deliver on behalf of multiple local authorities, housing associations and government agencies. Our understanding and experience includes the development of public sector specific CRM solutions and extends to process re-engineering and integration with back office applications. GDIT CRM Expertise Includes Design and development of proven local government processes, delivering operational efficiencies, reducing errors and call handling times Facilitation of multi-channel customer interactions (telephonic, , face-to-face, mobile and social media) Integration of Microsoft Dynamics CRM with back office applications Customised solutions to meet individual service processes Scalable solutions to meet organisational demand and vision "The technology used behind the scenes of the Contact Handling Shared Service is meticulously designed and managed to deliver the required outcome for the differing service needs." Mina Mistry, Support and Service Development Officer, Haringey Council
3 2 Key Features GDIT has developed a Local Government and Housing Association Contact Management solution that is structured on Microsoft Dynamics CRM with a blend of Microsoft Independent Software Vendor (ISV) products which are delivered through a UK public sector service license agreement. The solution is a flexible, affordable and scalable CRM solution that meets the specific requirements of UK public organisations and is proven to deliver customer services on behalf of multiple local authorities and housing associations. Figure 1 depicts how our CRM solution enables UK public organisations to modernise their front office operations to quickly adopt the modern features including: Channel Shift Through generic or transactional services, we support our clients to move customer interactions to more efficient channels, for example web enablement and progression to self-service. Process Driven Desktop An intuitive scripting engine which provides clear step-by-step guidance for Customer Service Representatives (CSRs). It is familiar, easy to navigate, presents only relevant information, and guides users through processes. This enables CSRs to handle contacts more efficiently, reduce average contact handling time and provide a consistent service. Process Design We develop and streamline service processes to add value to the customer and reduce maintenance costs. Interfacing with Back Office Systems Integrating directly with a range of contact scheduling and service handling systems with virtually any application and without engaging with the third party. Outcomes include effective information exchange, streamlined processes between the front and back office and more efficient service fulfilment. Scalable and Cost Effective In addition to the financial benefits of reducing contact handling time and costs, the solution is scalable and can be developed affordably to meet future requirements. Process changes can be implemented easily making the system more cost effective to maintain. This arrangement provides predictable running costs. Figure 1 - GDIT CRM Solution Cloud Delivery Clients benefit from a "pay as you go" model which provides predictable and transparent running costs. Alternatively on premise implementation is also available for clients who prefer to host their CRM locally. Reporting Management is equipped with standard or bespoke dashboards that provide analysis on the performance of all services and a deeper insight into customer trends.
4 3 Key Benefits of GDIT s CRM Integration - Microsoft Dynamics CRM has unique integration functions, especially together with other Microsoft tools. Microsoft Office is often one of the most popular and used products, and Dynamics CRM offers seamless integration. This tool also provides easy integration with SharePoint - another flexible collaborative solution for enterprises of all size and shape. Monitoring & Tracking - With an easy-to-use interface, organisational performance is optimised. Close monitoring of case work Improves the team s knowledge and understanding of customers. The monitoring of marketing campaigns is another benefit of CRM, and Dynamics offers effective campaign management and measurement of essential analytics that will really make a positive difference to marketing focus. Apps & Community - Dynamics CRM has a vibrant and energetic app marketplace. Here you can find a huge variety of regulated top quality apps and services created by reputable partners. These can help you develop and tailor your CRM into something that perfectly suits your business and your needs. With over 2 million active users, there is a strong community of support for Dynamics CRM customers, and it is a community that stretches across the world in over 80 countries. Customer Service Benefits - As with all CRM solutions, customer service is at the forefront of core functionality. By recording all communication with existing customers and logging responses and issues in a comprehensive application, it allows the customer service team to stay on top of accounts and to respond in the best way possible to meet customer and client needs. Integration with tools such as Outlook helps with the customer service side of CRM, and Dynamics provides this and more. Cloud or on-premise - This flexibility is essential in the modern business world. Locating your CRM on the cloud gives all sorts of benefits, including the ability to access the system remotely. Although cloud solutions are becoming increasingly safe, with security always a priority, many businesses prefer to keep systems inaccessible from outside business premises. Both of these options are available to our customers using Microsoft Dynamics CRM. Key Architectural Components of GDIT s CRM GDIT s CRM is designed with maximum flexibility to enable adoption by UK Public organisations with varying degrees of flexibility support end-to-end CRM capabilities. This architectural flexibility enables our CRM to be deployed in several ways, such as: CRM as a traditional CRM application CRM as an application framework CRM as a Service In order to leverage these capabilities, solutions need to be designed using an architecture that reflects the underlying structure imposed by Microsoft Dynamics CRM. The platform integrates tightly with the broader Microsoft platform, using Internet Information Services (IIS) as a front-end Web server to host Web sites, and SQL Server as the store for site definitions, content type definitions, published content, and configuration data. Shared service applications hosted as applications services provide reusable services for the enterprise Web applications. Figure 2 below shows how Dynamics CRM is logically structures with all major components. Microsoft Dynamics CRM integrates seamlessly with the Microsoft Technology Stack to provide a familiar end user experience.
5 4 Figure 2 - Dynamics CRM integrated with the Microsoft Technology Stack System Architecture Components The system application architecture is described using the technical capabilities provided by the platform for developing solutions. This maps the logical elements of a Web application to a typical CRM application. The platform includes many components to build and expose Web applications. The following list shows some critical components: Service applications A service application provides a resource that can be shared across sites within a farm. Application pools A group of one or more URLs that are served by a worker process or set of worker processes. Integration with legacy systems Legacy systems may be integrated with the Dynamics CRM platform by using the CRM Web Services. User experience Includes common user interface elements, branding, styles and accessibility support. In order to leverage these capabilities, solutions need to be designed using an architecture that reflects the underlying structure imposed by Microsoft Dynamics CRM. The platform integrates tightly with the broader Microsoft platform, using Internet Information Services (IIS) as a front-end Web server to host Web sites, and SQL Server as the store for site definitions, content type definitions, published content, and configuration data. Shared service applications hosted as applications services provide reusable services for the enterprise Web applications. Figure 2 below shows how Dynamics CRM is logically structures with all major components. Availability and Redundancy GDIT provide high availability, mission critical solutions to a number of UK public organisations. Our CRM solution is designed with replication of functions across disparate data center geographic locations to ensure maximum redundancy. As part of our current UK operations we operate a 24/7 service desk to support business hours and out-of-hours contact centre operations to a number of UK public organisations. The GDIT CRM solution is a fully redundant service that easily survives network and hardware failures to provide high availability and increase reliability.
6 5 Scalability and Flexibility GDIT CRM solution architecture is designed to be highly scalable to meet future performance, volume, and capacity requirements with no requirement for a change of architecture. The GDIT CRM solution uses a highly virtualised environment supported by an industry-leading capacity management tool set to rapidly scale up and down, without interruption of service, to match peaks and troughs of demand. Our scalable, flexible approach to capacity planning allows us to add capacity any time performance or capacity thresholds are being neared. Because all parts of production system have a local failover pair, we can increase/reduce capacity without service interruption in the production environment. Disaster Recovery and Back-Up Our disaster recovery (DR) and back-up solution relies on a comprehensive DR Plan, shown in Figure 3, which is reviewed and approved by our customers. The DR Plan and supporting service levels include clearly defined metrics such as Maximum Tolerable Downtime and Recovery Time Objective that fully support our ability to recover from an outage or downtime. The DR Plan includes provisions for periodic testing of the DR capability and after action reviews to continually improves the plan. Figure 3 - GDIT Disaster Recovery Plan The GDIT solution provides rapid recovery through high resilient virtualised environment that supports data replication across UK data centre locations.
7 6 Information Security and Governance The GDIT CRM solution is a fully accredited system that can support up to Impact Level 3 (IL 3) in accordance with the HMG Information Assurance process for use in the UK Public sector environment. GDIT uses a structured Security Engineering and Accreditation Process that is fully integrated into our systems engineering methodology. Security is embedded in our systems from inception, delivering a fully integrated security capability to conform to all ISO and IS1&2 requirements. We use a risk-based engineering approach that conforms to the IS1&2 Risk Management Framework to identify and eliminate risks to achieve adequate levels of security. GDIT developed a comprehensive Risk Management and Accreditation Document Set (RMADS) package in accordance with GPG 19, coordinating early in the process with the Senior Information Risk Owner (SIRO) and Information Asset Owners (IAOs) as appropriate to identify Business Impact Levels (BILs) and risk appetite. Where hosting and shared service arrangements are an integral part of the service delivery model, GDIT establish service relationship frameworks to govern accreditation and security services delivery processes. These frameworks manage the use of formal SLAs in areas such as Performance and Service Level monitoring to assure adequate protection of information, assets and IT resources, as well as maintenance of the RMADS, over the entire project lifecycle. Programme Management Complex projects require strong project governance and management of activities to ensure milestones are delivered on time. GDIT s proven programme management successes reflect strong knowledge and use of standard project management methodologies like Prince 2 and PMP, quality management standards like ISO 9001:2008 and ISO :2005, and the Manage Sub-Contractor task. These methodologies defines processes, roles and artefacts describing a best practices approach to performing key business functions across GDIT, including the seamless integration of partners into the team. GDIT leverage these proven practices in managing the supply chain activities to maintain readiness across all our partner organisations and facilitate an agile implementation. Phased roll out of delivery milestones will ensure Big Bang deployments are minimised to reduce risk. Business - Our business practices are structured around recognised international standards. We apply our ISO 9001:2008 and :2005 registered management practices and processes to provide a standards-based approach to programme and service management that lowers risk, actively tracks service delivery through meaningful performance metrics and fosters constant process improvement. Project - Our projects will be aligned with agile methodologies and leverage our certified PRINCE2 and Managing Successful Programmes (MSP) Standards. To manage and improve service performance, we rely on standards ISO 9001:2008 and :2005 registered management practices and processes. Technical - Aligning to the UK Government Open Standards Principles published in November 2012, our components rely on open standards and can be integrated regardless of the number of components procured or available. We rely on open standards such as SOAP, REST, TEXT, SNMPv3, SAML and XML in order to integrate our solution. Service -GDIT implements service management systems that leverage Information Technology Infrastructure Library (ITIL) best practices, the Capability Maturity Model Integration (CMMI) process model for software development, and ISO 9001:2008 and ISO/IEC :2011 standards to manage and improve its services and performance. GDIT will leverage its experience in managing change throughout technical implementations and business process re-engineering tasks by establishing a Change Management (CM) process to provide an integrated system to manage programme, software, and corrective action changes.
8 7 This ISO 9001:2008 and CMMI Level III certified and streamlined process within GDIT ensures that changes are effectively controlled by: Identifying and/or validating the change impact on all stakeholders Setting and managing change expectations for all processes Standard methods and procedures for efficient handling of all changes A key element of the GDIT CM process is the Change Advisory Board (CAB) that governs the approval of changes proposed for the programme and software engineering processes. The CAB processes provide mission-responsive oversight for routine and emergency changes while ensuring adherence to process, quality control, cost, and maximising value. Risk Mitigation Risk Management is a combination of risk avoidance and risk mitigation. GDIT take a holistic approach to the effective management of risks. Risk avoidance begins during the planning stages of transitions and continues through the implementations of changes to the environment and through effective service continuity. Financial risks, environmental risks, infrastructure risks, and business continuity and recovery risks are identified and addressed during all phases of a programme to ensure it is effectively managed and preventive actions are put into place. These risks and associated with mitigation and contingency plans will be captured in a risk register. CRM Systems Management Our primary goal is to sustain high availability of critical services for operational environments. We implement and institutionalise Information Technology Service Management (ITSM) best practices using the Information Technology Information Library (ITIL) for infrastructure as well as agile Capability Maturity Model Integrated (CMMI) software engineering development and maintenance processes within an approach that has been certified to the ISO 9001 and ISO standard requirements for quality and service management systems. Figure 4 overleaf depicts the GDIT Common Process Framework. Technical Tools Systems Engineering Software Development Systems Architecture Standards ISO 9001 CMMI MSP & PRINCE2 ITIL/ISO Commercial Standards Risk Management "Best" Practices Commom Process Framework TM (CPF) Management Tools Project Planning Management Reviews Internal Assessment Programme Tools Human Resources Contracts Finance Property Control ICT Security Figure 4 - GDIT Common Process Framework
9 8 We have invested in CMMI courses taught by in-house CMMI-certified instructors and Lead Appraisers, including CMMI Introduction, CMMI Intermediate, Lead Appraiser Training, CMMI Instructor Training and Information Security for System and Network Administrators. We have Certified ISO auditors and employees with ITIL certifications. As part of our commitment to providing the highest quality products and services for our customers, we have invested in a Company-wide Technology Assessment Team (CoTAT) for ITIL, CMMI, and quality initiatives. The CoTAT provides a mechanism and forum for developing and sharing best practices and lessons learned across all General Dynamics operating companies, including GDIT. Situational Awareness Our process will provide customers with transparent operational Situation Awareness (SA), which will be a consolidation of information gathered from three major operational perspectives: Service The service perspective will be the business and support services provided by different applications and infrastructure in support of objectives. This service view will track availability from the customers perspective. Technology The technology perspective will be the operational tools that create, consolidate, analyse and filter data across the service. This service view tracks network, hardware and software availability. Process The process perspective will be functions performed by staff to improve service availability. Many of these processes will respond to incidents or requests and follow ITIL and CMMI frameworks. The Service perspective will provide the customer and our program team with Key Performance Indicators (KPIs) to measure the effectiveness of the service. This process, product and service measurements will help quantify customer satisfaction in relation to critical services. Understanding business priorities through KPIs and operating service levels (OSLs) will have a major influence on how we will respond to service requests, incidents and problems. The Technology and Process perspectives will comprise our major functions. From the Technology perspective, we will ensure that its tools are working properly and are integrated in a manner that supports high service availability. From the Process perspective, we will create, implement, measure and continually improve processes and procedures in support of service levels. Service Management GDIT implements service management systems that leverage Information Technology Infrastructure Library (ITIL) best practices, the Capability Maturity Model Integration (CMMI) process model for software development, and ISO 9001:2008 and ISO/IEC :2011 standards to manage and improve its services and performance. GDIT will adhere to the current version of ITIL Framework for a Change Control Process Framework and when managing incidents, integrating into and aligning with Major Incident process and Event Management Model. Any enhancements to these frameworks, processes, or models will be approved by the customer. GDIT will ensure full control over the management of releases and changes to the vital production service. The technical support service desk will be staffed with UK-based staff and be fully supported by a back office of solution experts to enable the GDIT Team to accurately resolve any service incidents and problems that may arise during the contract term.
10 9 Service Levels GDIT provide mission-critical solutions to UK public organisations and are comfortable providing high availability and responding to increased uptime and reliability. For adherence to service levels and continual service improvement, GDIT will have a defined continual service improvement framework in place, which will adhere to the current version of ITIL Continual Service Improvement (CSI) practices. GDIT is prepared to support its service delivery levels which are backed by a service credit model. Pricing Licence per agent/user per month GDIT has developed a specific local government and housing Association Contact Management solution structured on Microsoft Dynamics CRM. It is the CRM solution used to manage customer interactions on behalf of multiple local government and housing association clients. Microsoft Dynamics CRM solution developed by GDIT is the platform for the Contact Handling Shared Service. This shared service manages customer enquiries relating to social services, social welfare, housing, nuisance behavior and public safety issues for ten local authorities and housing associations. The SFIA Day Rates for the services are as follows: Strategy & Architecture Business Change Solution Development & Implementation Service Management Procurement & Management Support Client Interface 1. Follow Assist Apply Enable Ensure/ Advise 6. Initiate/ Influence ,216 1,216 1,216 1,216 1,216 1, Set Strategy/ Inspire 1,497 1,497 1,497 1,497 1,295 1,497 For More Information +44 (0)
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