An Approach to Fusion CRM Adoption

Transcription

1 White Paper A Approach to Fusio CRM Adoptio May eterprise customers are ivestig time ad effort to evaluate how ext-geeratio Oracle eterprise applicatios will chage iteractios with iteral ad exteral stakeholders. This is particularly true for eterprises that are usig the Ulimited platform, which icludes Siebel, PeopleSoft ad JD Edwards (JDE). Built to work with diverse platforms, Oracle Fusio Customer Relatioship Maagemet (CRM) automates busiess processes while protectig the eterprise s ivestmets i existig CRM ifrastructure. It simultaeously delivers ew capabilities like embedded busiess itelligece ad customizatio through cofiguratio. Oracle s Fusio CRM improves the way sales professioals work, delivers busiess isights, ad provides sales represetatives with the iformatio they eed to make iformed decisios. This paper discusses our uderstadig of curret market treds i the CRM space ad addresses the challeges faced by various eterprises lookig for directio from system itegrators to move to a platform that offers more busiess value. The paper also focuses o the approach ad strategies required whe movig the existig portfolio of CRM applicatios to embrace Fusio CRM.

2 About the Author Harihara Jambukeshwara Harihara Jambukeshwara is a member of the Fusio CRM Ceter of Excellece (CoE) i Eterprise Solutios, drivig best practices ito TCS CRM egagemets. He curretly leads the Service ad Cotact Ceter Subject Matter Experts (SME) group ad Service Customer Experiece (CX) for CRM solutios. A certified Siebel CRM cosultat, Harihara has bee ivolved i several cosultig egagemets o CRM strategy ad roadmap. He has also udergoe Oracle s Fusio CRM traiig. 2

3 Table of Cotets 1. Itroductio 4 2. TCS Viewpoit 4 Curret sceario 4 Need for a Itegrated CRM 5 Features of Fusio CRM 5 Beefits 6 Approaches to adoptio 6 Suggested approach 8 3. Coclusio Refereces 10 3

4 Itroductio Earlier, with several vedors ad techologies, the Customer Relatioship Maagemet market was fragmeted. With umerous CRM applicatios available, it was importat to choose the right product, or rather, the right mix of solutios to fulfill eterprise eeds. Recet cosolidatios i the CRM market eable eterprises to avail of best-of-breed features i the customer relatioship segmet. Although this creates a uique experiece for ed-users, the deploymet of ecessary iformatio systems is still ot satisfactory. The ext geeratio of CRM techology has bee built i the shadow of the social eterprise, mobile apps, search techology ad other revolutios that cotiue to redraw our patters of commuicatio ad productivity. Add to this list of eterprise game chagers, Oracle Fusio Applicatios. Built to work with other platforms, Oracle Fusio Applicatios (icludig the suite s CRM module) automate busiess processes while protectig the eterprise s choice of solutios. They deliver promisig ew features such as, role-based workplaces, embedded busiess itelligece, ad customizatio through cofiguratio. Some of the commo queries we hear are: Should I wait for the Fusio CRM to evolve before migratig from my existig CRM system? Ca Fusio CRM co-exist with my existig CRM system? What is the roadmap for my existig Applicatios Ulimited CRM products? What are the key ew features i Fusio CRM? Are we leveragig the existig CRM solutio to model ad build our busiess processes? TCS approach to adopt Fusio CRM addresses these cocers ad helps chart a log-term strategy. TCS Viewpoit Curret sceario I order to get more busiess value from their CRM systems, executives require greater isights ito the effectiveess of marketig campaigs, the accuracy of sales forecastig, ad the ability to aalyze the Remai As Is????? Migrate to Ulimited Cherry Pick Fusio Figure 1: Decisio time 4

5 customer portfolio. Traditioally, busiess aalytics is cosidered as a separate iitiative, rather tha evisagig it as a part of overall customer relatioship maagemet. This has led to iformatio silos withi eterprises with busiess executives receivig isights from multiple sources ad i multiple formats, further leadig to recociliatio issues durig aalysis. Moreover, this required data ofte resides outside the CRM, makig it difficult to obtai a complete overview of the curret situatio. Need for a Itegrated CRM Large eterprises ofte have discoected CRM systems defeatig the purpose of havig a eterprisewide CRM solutio ad lack a holistic view of the customer. Therefore, it is essetial to ratioalize ad cosolidate the CRM applicatio portfolio i order to icrease operatioal efficiecy, reduce time to market, ad thereby improve busiess agility. Oracle Fusio Customer Relatioship Maagemet, a part of Oracle Fusio, is a modular, flexible, ad extesible approach for the rapid adoptio of CRM. It is desiged to deliver busiess isight ito sales performace maagemet ad provides a 360-degree view of customer iformatio that is displayed usig a customer-cetric user iterface with eterprise itegratio. Features of Fusio CRM A major focus of the Oracle Fusio CRM release is to improve the extesibility eviromet for cofigurig ad customizig the Oracle Fusio CRM applicatio. Usig Oracle's Applicatio Extesibility Framework (AEF), admiistrators, busiess users, ad ed users, ca cofigure their screes to optimize the experiece for each targeted device. This is a improvemet over the curret Oracle Siebel CRM ad CRM-o-demad offerigs. However, the extesibility framework does ot covert ay custom scripts created i these offerigs. This meas that eterprises that use heavily customized Applicatio Ulimited CRM will face sigificat re-implemetatio efforts. Some key solutio compoets i Fusio CRM are: Real-time Busiess Itelligece (BI) for customer isights Territory Maagemet with what-if aalysis Iteral collaboratio usig activity streams Mobile coectivity leveragig Fusio CRM Desktop ad Fusio CRM Mobile By makig Fusio Middleware oe of the buildig blocks, the CRM solutio establishes a eterprise platform to brig together iformatio from multiple data sources ad creates a iformatio hub. The Oracle Eterprise Service Bus, based o Service Orieted Architecture ad Evet Drive Architecture priciples, loosely combies various distributed applicatios. Territory aligmet leveragig aalytics, provides a cosistet sales defiitio of the market, ad is the basis for all CRM processes. With itegrated territory maagemet, users ca leverage more tha 38 realtime metrics ad aalytics to: Perform what if aalysis to derive optimal territories Preview the sales accout, opportuity reveue items, ad lead assigmets 5

6 For itegrated aalytics, the Fusio CRM relies o the pre-packaged Oracle Essbase, a aalytical modelig software product, to compute real-time iformatio from disparate sources. This reduces the eed to maitai complex custom hardware ad software solutios specifically for data aalysis. Focusig o the 3Cs of collaboratio i.e. Customer, Cotet, ad Coectios, Fusio CRM creates a social eterprise that ca be leveraged by sales, marketig, ad service teams, for their respective lies of busiess. Beefits Some of the beefits of Fusio CRM iclude: Maximized reveue potetial of existig CRM portfolio by leveragig Fusio sales plaig. Better customer focus ad icreased customer loyalty by leveragig predictive aalytics Improved agility i sales ad marketig Complete sales ad marketig solutio uder oe CRM platform Stadardized processes across busiess uits while leveragig idustry best practices Approaches to adoptio Several optios exist to move the existig portfolio of CRM applicatios to Fusio CRM. Some are listed below: 1. Big Bag Approach This etails cotiuig the use of the existig portfolio of CRM applicatios ad upgradig to the respective latest versios i phases. Oce these CRM applicatios are stable ad the eterprise sees a clear value-additio i migratig to Fusio CRM, all the processes ad data may be moved to Fusio CRM. Phase 1 Phase 2 Phase 3 Prod 1 Ulimited Phase 1 Phase 2 Ulimited Upgrade or Ehace Data Migratio usig migratio utilities Phase 3 Fusio Sales, Marketig ad Service Prod 2 Custom CRM Custom CRM Upgrade or Ehace Data Migratio usig migratio utilities Figure 2: Big Bag Approach 6

7 Eterprises that use a custom CRM solutio or usupported versios of Applicatios Ulimited, should cosider a Big Bag Approach whe movig to Fusio. Such eterprises ca leverage the ext geeratio of techology ad reduce the Total Cost of Owership (TCO) by migratig to Fusio. 2. Cosolidate ad Migrate This etails the cosolidatio of the CRM packages ito a sigle portfolio, preferably o oe of the Applicatios Ulimited CRM packages. This ivolves architecture cosolidatio. Phase 1 Phase 2 Phase 3 Prod 1 Ulimited Phase 1 Phase 2 Ulimited Upgrade or Ehace Phase 3 Fusio Sales, Marketig ad Service Fuctioal reimplemetatio Data Migratio usig migratio utilities Prod 2 Custom CRM Data Migratio usig migratio utilities Figure 3: Cosolidate ad Migrate Eterprises that use multiple CRM solutios should opt for this approach whe movig to Fusio. By migratig to Fusio CRM, eterprises ca cosolidate their eterprise architecture ad reduce maiteace costs. 3. Co-Existece Eterprises that have ivested a great deal i their existig CRM setup should opt for a co-existece approach. I fuctioal terms, this approach esures that all CRM systems are cosolidated usig Fusio Middleware, while maitaiig the customizatio ad fuctioalities of idividual applicatios. These eterprises ca protect their ivestmets i CRM ad at the same time leverage the advaced modules i Fusio CRM (for e.g. Territory Maagemet ad real-time aalytics). This approach etails esurig that existig CRM applicatios are service-orieted architecture (SOA) compliat. It also ivolves leveragig best-of-breed solutio compoets from Fusio CRM. For example, Fusio MDM, Fusio Territory Maagemet, Fusio OTBI (Trasactioal BI) ad Fusio Distributed Order 7

8 Orchestratio (DOO) are ext geeratio applicatios correspodig to their Applicatios Ulimited couterparts with cosiderable feature additios. Phase 1 Phase 2 Phase 3 MDM, DOO Phase 2 Phase 3 OTBI Fusio MDM, DO, OTBI Prod 1 Ulimited Phase 1 Phase 2 Ulimited Upgrade or Ehace Prod 2 Custom CRM Fuctioal reimplemetatio Data Migratio usig migratio utilities Figure 4: Co-exist Thus, several issues impact customer experiece ad busiess cotiuity. Our aim is to address these problems by followig a holistic approach to itegrate eterprise-wide fuctios ad empower users to take advatage of the true potetial of Fusio CRM. Suggested approach Busiess Needs Guidig Priciple Desired Output Isight-drive decisios Ratioalize CRM applicatio ladscape Icrease operatioal efficiecy Reduce time-to-market Better customer focus Stadardize process across lies of busiess Leverage curret CRM platforms + = Miimize busiess ad IT risks optimize cost of ratiolizatio Assess Fusio CRM roadmap Improve processes ad services Aligmet to future architecture Higher RoI ad lower TCO Improved user acceptace Figure 5: Approach to recommed 8

9 After cosiderig the busiess ad IT eeds of a eterprises ad by applyig our guidig priciples of leveragig curret architecture, reducig busiess ad IT risks, ad optimizig the cost of ratioalizatio, we recommed embracig Fusio CRM i two phases. Phase 1 - Cosolidate ad Co-exist The first step to adopt Fusio CRM is to cosolidate the existig CRM ifrastructure. For this, a detailed assessmet eeds to be carried out to idetify the processes ad fuctios that are commo i the multiple CRM systems i use today. Oce the processes are idetified, a fit-gap aalysis will help to idetify the amout of time ad effort required to migrate these features ad setup a cosolidated eterprise-level CRM system. Protect O-goig ivestmets i the latest release of Oracle EBS, Siebel, PeopleSoft ad Fusio MW Adopt ehacemet packs for implemetig ew features as ad whe released istead of upgrades Exted Itegrate with existig Ulimited products - Siebel, PeopleSoft, EBS, JD Edwards Modular desig for co-existece with Ulimited products Evolve SOA leveraged assets ad framework Next geeratio of CRM resultig from a socially coected eterprise Figure 6: Protect, Exted, ad Evolve This phase emphasizes ways to protect ad exted the curret CRM ifrastructure i order to maximize the ivestmets made. Additioally, features like Territory Maagemet, that are available i Fusio CRM ad ehace the value of existig sales ad marketig processes, are leveraged. Phase 2 - Migrate Completely to Fusio CRM The Co-existece model i phase 1 serves as a base applicatio for this phase. Busiess value provided by Fusio CRM modules icludig sales plaig (which icludes forecastig), territory aligmet, ad sales productivity modules (such as sales coach, competitor ad refereces), is more whe compared to similar offerigs from the existig CRM ifrastructure. Thus, the migratio of these modules to Fusio CRM adds more value to the busiess ad helps the eterprise to evolve their busiess processes. Evetually, all modules from the existig CRM system will migrate to Fusio. 9

10 Coclusio To remai competitive i today s world, eterprises eed to be quick; they eed to thik o their feet. Every eterprise is differet ad hece, there is o sigle formula for success. Sice the success or failure of products is itricately liked with customer experiece, eterprises must focus o uiform customer experiece across various touch poits. Empowerig their sales, service, ad marketig teams, with the right set of tools to gai customer isights, will eable eterprises to achieve their busiess goals. We believe that Oracle s Fusio CRM addresses these importat aspects of a CRM solutio to esure that a busiess gais a competitive edge ad remais successful. We have leveraged Oracle s strategy ad roadmap, mapped it to the busiess eeds of the eterprise, ad applied our expertise to recommed the optimal approach to adopt Fusio CRM. Refereces 1] Oracle Fusio CRM Solutio Brief Lik: February 2012 Author: Oracle 2] Oracle Fusio Architecture ad Oracle Fusio Applicatios Lik: Jauary 2006 Authors: George Demarest, Peter Heller 10

11 About Eterprise Solutios The Eterprise Solutios brigs the right set of proprietary tools, methodologies, kowledge assets ad alliaces to parter meaigfully with leadig orgaizatios to support their CRM iitiatives. Leveragig o extesive experiece, the Eterprise Solutios helps orgaizatios right from establishig a strategic visio to implemetig ad sustaiig the CRM applicatio. Our CRM cosultats have worked with may leadig global eterprises. Cotact For more iformatio, cotact [email protected] Subscribe to TCS White Papers TCS.com RSS: Feedburer: About Tata Cosultacy Services (TCS) Tata Cosultacy Services is a IT services, cosultig ad busiess solutios orgaizatio that delivers real results to global busiess, esurig a level of certaity o other firm ca match. TCS offers a cosultig-led, itegrated portfolio of IT ad IT-eabled ifrastructure, egieerig TM ad assurace services. This is delivered through its uique Global Network Delivery Model, recogized as the bechmark of excellece i software developmet. A part of the Tata Group, Idia s largest idustrial coglomerate, TCS has a global footprit ad is listed o the Natioal Stock Exchage ad Bombay Stock Exchage i Idia. For more iformatio, visit us at IT Services Busiess Solutios Outsourcig All cotet / iformatio preset here is the exclusive property of Tata Cosultacy Services Limited (TCS). The cotet / iformatio cotaied here is correct at the time of publishig. No material from here may be copied, modified, reproduced, republished, uploaded, trasmitted, posted or distributed i ay form without prior writte permissio from TCS. Uauthorized use of the cotet / iformatio appearig here may violate copyright, trademark ad other applicable laws, ad could result i crimial or civil pealties. Copyright 2012 Tata Cosultacy Services Limited TCS Desig Services I M I 11 I 12