Óbuda University Keleti Károly Faculty of Business and Management Institute of Enterprise Management

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1 Dr. Parragh Bianka Óbuda University Keleti Károly Faculty of Business and Management Institute of Enterprise Management Whatis Customer Relationship Management? Customer relationship management (CRM) is a business strategy that uses technology to implement strategies aimed at helping companies acquire new customers, sell more to existing customers, analyze the theeffectiveness of marketing activities, and provide better service to increase customer retention. CRM software provides greater access to customer information via a centralized database. 1

2 The Benefits of Customer Relationship Management (CRM) 1. Better Customerservice Your customers receive excellent support, are reliant on your products and services, and are impressed with the professionalism of your customer service. You are able to perfectly understand their expectations, you can satisfy and anticipate them due to a complete and upto-date customer database. The Benefits of Customer Relationship Management (CRM) 2. Increased work capacity Your CRM strategy optimizes all the various processes related to your customer relationship. The tools supporting it should disengage your employees from all inefficient, cumbersome, or useless management tasks related to your leads and customers. The categorization and checking of data, the collaboration and the mobile access are key points. Your employees work efficiently and enjoyably. They have access to the latest information and can focus on what really matters: high quality service for your customers. 2

3 The Benefits of Customer Relationship Management (CRM) 3. More success for your company Profitable customer relationships and satisfied employees contribute to maximum corporate growth and profit. Your sales forcereduces its sales cycles and increases key performance indicators (turnover per sales person, size of the order, turnover per customer, etc.). Your marketingexpenses are reduced, the generation of leads and the acquisition of customers is considerably improved, there is an increased response to your marketing campaigns which generates an overall increase in turnover. Your customer service team increases its productivity and ensures customer retention, while reducing costs and speeding up the request solving process. 3

4 CAS genesis World CAS genesisworld is the perfect customer relationship management (CRM) solution for small and mediumsized enterprises: smart, efficient, cost-effective and easy to use. It has a professional layout based on the latest technologies and provides a wide range of features, invaluable for your company's day-to-day customer-related activities. It can be personalized and enhanced so that it always meets your individual preferences. CAS genesisworld is available in different editions: The Standard Edition, Premium Edition ( ) and as a Suite. You can also use a combination of all the editions within your company, and there are also a number of modules available that you can use with each edition, enabling you to customize CAS genesisworld to meet the exact requirements of your company. 4

5 Overviewof the features 1. Address management Smart and quick address management through input assistance that can be customized for your sales force, mailing lists, management of business partners, etc. 2. Complete view of the customer s dossier Customer dossier chronologically lists all activities, documents, correspondences, projects, sales opportunities and invoices. 3. Calendar, appointments and tasks Daily, weekly, or monthly calendar views, team or resource calendar, search wizard, invitations, personalized task lists, priority, progression status, allocation and follow-up, etc. "Numerical" planner for managing resources, personnel and holidays, with an outline of the teams in the form of graphs and lists. 4. Phone calls Phone call management, including caller identification, quick dialing directly from the list or the customer's dossier, list of all received, dialed and missed calls, etc. 5

6 5. Correspodence and vouchers Integration of letters, faxes, s and all documents (presentations, attachments), Microsoft Word templates, traditional and electronic mail merges, links to the customer dossier or projects, integrated e- mail client application, support of other servers via POP3 / SMTP / IMAP4 6. Project management and project files All project-related activities such as appointments, meetings, intermediate objectives, tasks, documents and phone call notes are clearly laid out. 7. Marketing camapaigns and mailing lists Targeted marketing campaigns using mailings and follow-ups, mailing lists for marketing and specific distribution operations, assistance with the selection of the addresses. 8. Customer care management Management of customer care requests, from the initial contact right up until the issue is resolved. 9. Sales opportunities management Managing the whole sales cycle, from customer acquisition though to after-sales support. 6

7 10. Sales force mobility Well informed. Always and everywhere: data replication between establishments and laptops, HTML client and access to the data via smartphones and PDAs. 11. Address duplicate check The standard version of CAS genesisworld carries out a simple check when an address is entered, and has an assisted, partially automated merge function for duplicates when importing addresses from specific online service providers. 12. Analysis and reporting Data analysis capabilities, report samples, integration of commonly used tools such as Microsoft Access, Crystal Report, Cognos, etc. 13. MS Exchange / Outlook integration Simultaneous use and replication of addresses and appointments. 14. ERP data integration Connection via the standard tool. ERP information, such as invoices and delivery orders, is directly accessible in the customer's dossier, and customer addresses are synchronized automatically. 15. Intelligent CRM with CAS Genesis World Advanced search and filter functions, homepage, navigator, personalized information wizard, alerts, automatic notifications, confidential data, lists, links, import and export, change logs, print option, statistical calculation functions, etc. 7

8 16. Customization Various configuration options are available for the user and the administrator, such as the management of the access rights on a hierarchical basis, the modification of layouts and the introduction of new elements. CAS modules for CASGenesis World Individual areas in thecompany such as the sales and marketing departments or the management team have specific requirements regarding a CRM system. With its CAS modules, CASgenesisWorldperfectly suits these requirements. Marketing With CAS Marketing, multilevel campaigns are easily scheduled and accurately implemented. Using the graphic workflow designer you can visually schedule your campaigns quickly and easily. Follow-up campaigns are easy to start using addresses from a specific address pool. Budgeting is incorporated into the campaign. 8

9 Mobility With the Mobility module the employees have access to customer information from everywhere. Replication: Synchronization between locations or between a notebook and head office. Web access:access via a Web browser Mobile access:direct access via mobile devices such as PDAs and smartphones (separate CAS module available for Blackberry). Sales With CAS Sales, you can reach your sales targets more easily, and members of the sales team will need less time to finish their routine jobs. Sales processes are structured using milestones so that planning, implementation, quote preparation and sales controlling are always under control. All sales personnel can concentrate on sales activities. Report CAS Report analyzes customer relations by accessing the current data stock in CAS genesisworld in real time. Thanks to the flexible filtering functions, you can evaluate data records, links and working hours across several levels. Tables and charts ensure a good overview (pie or bar charts or area diagrams). Designer The CAS Form Designer is used to individually design the user interfaces of different data record types. New fields and new contents for the input assistance can be created. This way, the data structure corresponds to the requirements of individual companies and meets specific demands regarding workflows. 9

10 Helpdesk With CAS Helpdesk, support requests are acquired and processed quickly and efficiently. Your employees can write service contracts and keep records of product use and individual agreements. Supports troubleticketpools and transfer, as well as rule-based internal and external notifications. Project CAS Project integrates project management with structure and resource planning. The project controlling guarantees time-and cost-oriented project handling. Integration of procurement makes invoicing easier and makes sure your key figures are always up to date. Timeclient online Using CAS Timeclientonline, you record work and travel hours, daily allowances and receipts for expenses via the Internet. Your field staff can instantly enter how much time they spent at the customer's. The electronic logbook saves mileage and is able to differentiate between personal and corporate use. All data is directly assigned to the corresponding appointments, processes, projects and customers and can be evaluated immediately. 10

11 Sales force automationwithcas Genesis World Our objectives for your sales force The right moment, thebestoffer, totheright costumer Attract customers Optimize your sales Shorten your sales cycles Make your offers more competitive Know-how of CRM software solution Build up a valuable customer and lead database Storing company information, contact persons, opportunities, etc. History and statistics Duplicate check Address validation 11

12 Evaluation, organizationand and predictionof of sales Outgoing and scheduled offers: risks, competition, probability, negotiation, etc. Prepare an offer Create and follow your sales forecasts Prioritize your sales opportunities Evaluate business trends with powerful reporting tools Management of sales force presence atthethe customer s site Identifying your best customers and sales opportunities Managing customer visits: automatic generation and optimization of itineraries Accessing your customer's dossier while out of office 12

13 Automationof of sales cycles Converting your leads into opportunities: follow and manage these opportunities throughout the sales cycles Mail merge and letter templates: create and send letters or s, using personalized templates, to certain leads or groups of customers Segmentation into geographical business sectors: create geographical slices and set up procedures, rules and particular situations for each defined sector Sharingof agendas, tasksand and documents Planningdependingonavailability(customervisits, preparation of ofer etc.) Resource management (cars, meeting rooms, etc.) Securityof information (problems related toholidays, illness, etc.) The closeintegrationof Sales, Marketing and Service modules facilitates the sharing of information among the different departments. 13

14 Creationof of a business library Make up a library containing business documents accessible online and offline Access to a complete business dictionary (agents, competences, availability, products catalog, sales points) Keep an eye on the competition Analyze the performance of the competition by creating a library with articles to keep track of their activities Intelligent Marketing Personalize and advertise your offer Know your target market and the competition better Improve the quality, efficiency and effectiveness of your marketing campaigns Reduce costs (telemarketing, mail merges) 14

15 Know-how of CRM software solution Target and implement operational marketing strategies better Define the target market based on criteria from the database Segment the target market:categorize the leads and customers and identify their needs Adapt marketing campaigns to each segment Managesignificantmarketing campaigns Multi channel: phone, fax, Material: marketing documentationdatabase, documents and mail templates, promotional mail merges Keep track of campaigns: planning and feedback management 15

16 Market analisys Offsite feedback retrieval Creation of a database containing market-specific information Competition forecast Customer evaluation and creation of reports (reporting) Manage your product strategy Pilot projects for new products and services Documentation related to technical features or pricing Planning and keeping track of communication channels Complete dossier of distributors and partners 16

17 Telemarketing and PR Telemarketing Phone connection (automatic dialing and caller identification) Phone campaigns management Keepingtrackof calls Public relations an integral part of your CRM strategy Categorized journalist database Press contacts history Targeted communication operations Media and advertising plan Management and tracing of press releases Create a valuable product library Business documentation Technical documentation Price lists Sales points depending on the customer s profile Document management with different versions Document workflow management (editing, validation and releasing) 17

18 Excellent Customer Service Transforma customer service request into a business opportunity Quick response to a customer s requests Continuous improvement of your service Personalization and quality of your service Customer satisfaction and retention Know-how of CRM software solution Improve the performance and quality of your customer service Register, delegate and manage requests, fromthe first contact up to the completion of a project Coordinate communication with your customers Alert the persons responsible Provide access to a complete customer dossier Telephone integration (CTI): automatic opening of the customer dossier, automatic dialing, etc. Collaborative intervention for solving incidents Enable your customers to report incidents and trace their progress online 18

19 Offer a multi-channel access to yourcustomer Phone, Web, , fax, mail Keep track of requests directly online Efficient customization of communication and document templates Efficiently organize your customer projects Plan and control projects Manage tasks, appointments, documents, as well as resources Estimate the projects costs Improve the quality of your offers (statistical analyses and reports) Work closely with your quality assurance team Measurement of key indicators (number, delay, etc.) Use of efficient reporting tools to identify the most frequently occurring incidents, evaluate customer needs, track their progress and measure the success of the aftersales service Individual care for each customer Keep track of the progress made and the resources used Forecast actions Keep track of all exchanges with the customer in the customer dossier 19

20 Utilize and promote your know-how Online access to technical documents and FAQs Rapidly solve the most common incidents with the help of a knowledge database containing articles about the most frequent requests Link new requests with similar already registered incidents Online access to a knowledge database for your customers Effortless Teamwork Syncronize all your company activities Streamline your cross-company processes by providing your sales, marketing and service teams with accurate, up-to-date customer information Improve communication and traceability company-wide Establish valuable relationships with your customers while reducing your overheads Improve the quality of information Integrate all company processes into your CRM approach Extend your CRM platform with extra features 20

21 Know-how of CRM software solution Coordinate activities throughout your company Share data (addresses, dossiers, documents, etc.) Coordinate the distribution of tasks company-wide Manage the creation, validation and release of documents Integrate CRM into the user environment Compatibility with office tools (MS Office) Compatibility with third-party communication systems (e.g. messaging server, telephony) Interfaces adapted to the user's preferences (client application, Web client, PDA, mobile phone, etc.) Synchronization with other enterprise management systems Access product information, offers, invoices, orders, etc. Use efficient reporting tools Combine your archiving systems Manage your projects and corporate working groups Manage projects (from initialization to implementation) and working groups (sharing documents, managing appointments, etc.) Plan projects (Gantt charts, compatibility with MS Project) 21

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