Customer Relationship Management (CRM) is a strategy for managing all your company’s relationships and interactions with customers and potential customers. It helps you stay connected to them, streamline processes and improve your profitability. More commonly, when people talk about CRM they are usually referring to a CRM system, a tool which helps with contact management, sales management, productivity and more. Customer Relationship Management enables you to focus on your organization’s relationships with individual people – whether those are customers, service users, colleagues or suppliers. CRM is not just for sales. Some of the biggest gains in productivity can come from moving beyond CRM as a sales and marketing tool and embedding it in your business – from HR to customer services and supply-chain management.

1. Prepare by: Dr. Usman Tariq
04 February 2019

2. What is Customer Relationship Management
or CRM?
• Customer Relationship Management (CRM) is a strategy for managing
all your company’s relationships and interactions with customers and
potential customers. It helps you stay connected to them, streamline
processes and improve your profitability.

3. CRM (cont.)
• Customer Relationship Management enables you to focus on your
organization’s relationships with individual people – whether those
are customers, service users, colleagues or suppliers.
• CRM is not just for sales. Some of the biggest gains in productivity can come
from moving beyond CRM as a sales and marketing tool and embedding it in
your business – from HR to customer services and supply-chain management.

4. History of CRM
• 1980s: Database marketing emerges.
• 1980s: Database helped larger organizations rather then small who
only got survey type info.
• 1990s: Appears as a two-way communication device.
• 1990s: CRM leads to programs such as frequent flyer miles and bonus
points on credit cards.
• 2000s: Internet has helped expand from stagnant database and
allows off-site information storage.
• 2000s: Used most frequently in financial services, high tech
corporations & the telecommunications industry.

5. Why CRM matters
• If your business is going to last, you know that you need a strategy for
the future. You’ll already have targets relating to sales, business
objectives and profitability.
• But getting up-to-date, reliable information on your progress towards your
goals can be tricky.
• How do you translate the many streams of data coming in from sales teams, customer
service staff, marketers and social media monitoring into useful business information?
• Using a CRM system can give you a clear overview of your customers.
You can see everything in one place
• a simple, customizable dashboard that can tell you a customer's previous
history with you, the status of their orders, any outstanding customer service
issues, and more.

6. Why CRM matters (cont.)
• You can even choose to include information from their public social
media activity – their likes and dislikes, what they are saying and
sharing about you.
• Marketers can use CRM to better understand the pipeline of sales or
prospective work coming in, making forecasting simpler and more accurate.
• You'll have clear visibility of every opportunity or lead, showing you the clear path from
enquiries to sales.
• And though it’s traditionally been used as a sales and marketing tool,
customer service teams are seeing great benefits from CRM systems.
• Today’s customer might raise an issue in one channel – say, Twitter – and then
switch to email or telephone to resolve it in private.
• A CRM platform enables you to manage the enquiry across channels without losing
track.

8. Life without CRM
• Your customers may be contacting you on a range of different platforms –
phone, email and social media. Asking questions, following up on orders or
complaining. Without a common platform for customer interactions,
communications can be missed or lost in the flood of information – leading
to an unsatisfactory response to your customer.
• Details can get lost, meetings are not followed up promptly and prioritizing
customers can be a matter of guesswork rather than a rigorous exercise based on
fact. And it can all be compounded if a key salesperson moves on.
• Even if you do successfully collect all this data, you’re faced with the challenge of making
sense of it. It can be difficult to extract intelligence. Reports can be hard to create and waste
valuable selling time. Managers can lose sight of what their team are up to in reality, which
means that they can't offer the right support at the right time – while a lack of oversight can
also result in a lack of accountability from the team.

9. CRM and ERP: What’s The Difference?

10. CRM and ERP: What’s The Difference? (cont.)
• Enterprise Resource Planning (ERP) and Customer Relationship
Management (CRM) are two sides of the same profitability coin. ERP
and CRM are similar in many ways, as they are both used to increase
the overall profitability of a business.
• ERP is an invaluable tool for streamlining complex business processes.
Many small businesses start in a single room or small office. All of the
“departments” may be within earshot of each other. At that point,
software that can provide a real-time snapshot of every department
may be overkill. As the business grows, the need for, and benefits of,
ERP become clearer. If, at any time, a manager or executive doesn’t
know what’s going on in the departments they are responsible for,
the time for ERP has long since arrived.

11. Key Differences between CRM and ERP
1. CRM is defined as software that lets the organization to trace every transaction
with the clients and customers. ERP refers to a software program that helps the
company to manage its business processes, going on across the company.
2. ERP consolidates the information provided by various functional groups of the
organization through systems like CRM, Supply Chain Management (SCM),
Human Resource Management (HRM), etc.
3. ERP was developed earlier than CRM.
4. The CRM is mainly utilized in conducting back office activities, whereas ERP is
used in accomplishing back office activities.
5. CRM is oriented towards the management of customer relationship with the
enterprise while ERP is mainly concerned with planning the resources of the
organization to ensure its best possible use.
6. CRM focuses on increasing sales, but ERP gives emphasis on reducing costs.

13. How CRM is built?
• Option 1: Begin with a CRM Strategy in Mind
• Think about replacing old systems completely
• Use new technologies to enhance customer connections
• Use new channels and touch points for greater CRM diversity
• Option 2: Selecting a Pre-Built CRM Package to Customize
• Off the shelf CRM systems are popular and many can be customized, which is important
when your brand wants to scale and tweak some essential functions. Most of the packages
available are alright, as long as they allow for customization! Some of the top solutions are
Salesforce.com, Microsoft Dynamics CRM and GoldMine if you need to pick one.

14. How CRM is built? (cont.)
• Option 3: The Case for the Custom CRM Build
• When given the opportunity to build a CRM system, many developers opt for a
custom build.
• This is because pre-built CRM software solutions are often generalized, there are lots of
features that you will never use or that don't apply to your brand. It's a trade-off that many
developers know well - complexity for convenience.
• To build CRM system infrastructure that is really going to benefit your company, you need to
consider all of these routes - because they can all be taken with varying measures of success.
• Example
✓ Having a default set of objects (Contacts, Opportunities...)
✓ Defining your own objects and fields
✓ Controlling access to objects and fields at a granular level
✓ Adding, searching, and deleting records of any type
✓ Validating data in those fields
✓ Basic reporting and exporting
✓ Managing users, logins, and passwords

15. CRM Objectives
• Improve Communication Efforts
• Distribute information to parents about program information or student
achievements
• Centralize student information and make it readily accessible across various
departments
• Improve cross channel communications and target their audience more
efficiently
• Support Recruiting Initiatives and Increase Student Retention
• Target new and current students, and track their interactions with the
university
• Measure department and student performance
• Create, manage and track events, and analyze various marketing initiatives

16. CRM Objectives (cont.)
• Manage Administrative Activities
• Monitor a department’s performance and help facilitate important decisions
that can be beneficial to them
• Stakeholder and departmental information can be digitalized and efficiently
managed with a CRM system
• Empower their stakeholder with mobile features that allow them to access
student information and resources

17. Questions need to ask yourself before
University CRM implementation
1. How often do you plan to communicate with your prospective students
(once, monthly, weekly)?
2. What types of communication are you most interested in initially? What
could you see yourself building down the road?
3. Through what channels do you want to communicate with your
prospective students (website, email, blog, social channels, mobile, all of
the above)?
4. How will you segment your communication? Will you have geo-targetted
or discipline specific content for students from specific countries or
wanting to study specific programmes at your university?
5. Is the software sophisticated enough for your intended usage? Or are
you looking for a simple, quick and easy solution with no commitment,
but more limited functionality?

18. How easy is the solution to use?
1. What sort of technical skills is required to use the platform? Will
you need a technical person in the team to manage the CRM
system?
2. Is there drag-and-drop functionality for your CRM system?
3. Does the platform have an overall user-friendly design?
4. Can content be created quickly to capitalise on short-run
campaigns?
5. Are there guides, blog posts and videos for quick reference and
troubleshooting that you can use to answer your most urgent
questions?

19. What applications and resources do you want
to link to CRM?
1. Your website to import new enquiries and leads
2. Accounting software to automate tuition payments or special
application payments
3. An online web-portal so prospective students can get updates
about their applications status
4. A phone system for automated dialing & call recognition
5. A file storage and indexing system to keep track of relevant
documents.

20. Design the CRM platform
1. Database
• The database layer is where all the stuff goes. There are a ton of options out there
for choosing a good database. In the case of this application, I've punted the
question entirely, made the database a dumb store using a NoSQL backend (for
now), and moved the core logic up into the metadata and security layers.
2. Metadata
1. Metadata is all about abstraction. Everything becomes either an Object or an
Object Field, and the combination of the two makes a Record. On the side are
Permissions and Permission Sets, and finally everything goes into a Namespace.
2. The important thing to note with the metadata layer is largely that it doesn't care
at all about business process or traditional CRM objects. There is no concept of
accounts, workflow rules, opportunities, or anything else of a higher-order
concern.

21. Design the CRM platform (cont.)
3. Security
• The metadata security layer contains all the rules around basic field security
and metadata-level validation:
• Is this field accessible? E.g., can I even see it.
• Am I allowed to write to it? For inserts/updates.
• Is it marked as frozen? A legal/compliance/auditing issue.
4. Platform

22. Top 5 CRM Trends for 2018
1. Content
2. Geo-location
3. Service & Customer Experience
4. Personalization and customization
5. Omnichannel

23. SAP CRM: New Interface
ComprehensiveSimple Flexible
Ease of use InnovationChoice
Modular components for
incremental business
initiatives
High user adoption and
user productivity
Flexible applications and
deployment

24. SAP CRM: Simple

25. SAP CRM: Simple

26. SAP CRM: Simple

27. SAP CRM: Simple

28. SAP CRM: Flexible
ComprehensiveSimple Flexible
Ease of use InnovationChoice
High user adoption and
user productivity
Flexible applications and
deployment
Modular components for
incremental business
initiatives

29. SAP CRM: Flexible
 Easily add, re-position or re-
label fields
 Visual Editor - what you see is
what you get

30. SAP CRM: Innovation
ComprehensiveSimple Flexible
Ease of use InnovationChoice
High user adoption and
user productivity
Flexible applications and
deployment
Modular components for
incremental business
initiatives

31. The complete SAP CRM Solution
Access ModesInteraction
Centre
Channel Mgt
E-Commerce
InteractionCenter
ChannelManagement
AccessModes
Analytics
Marketing Resource
Management
Segmentation & List
Management
Campaign
Management
Trade Promotion
Management
Lead Management
Sales
Planning &
Forecasting
Territory
Management
Accounts &
Contacts
Opportunity
Management
Quotation &
Order
Management
Pricing &
Contracts
Incentive &
Commission
Management
Time &
Travel
Service
Order
Management
Service
Contract
Management
Complaints
& Returns
In-House
Repair
Case
Management
Installed
Base
Management
Warranty
Management
Resource
Planning
Analytics
IndustryScenarios
E-commerce

32. SAP CRM: Industry scenarios
 Telecommunications
 Order Management
 Financial Services
 Full Service Leasing, Account Origination
 Public Sector
 Grantor Management
 Social Services – Social Case Management
 Life Sciences
 Contract Lifecycle Management
 Utilities
 Residential Customer Care
 Commercial & Industrial Customers
 Travel & Transport
 Electronic Toll Collection
 Consumer Products
 Trade Promotions Management
 High Tech
 Channel Funds / Channel Sales
 Media
 Intellectual Property Management

33. SAP CRM: Business Communication
All-software based integrated communications
and business process applications
Isolated communications
and systems silos
Range of
Standard
Terminals
Software
Applications
SAP BCM (Communications apps)
Office Contact Mobile
Telephony Center Telephony
Standard IT
and Network
Infrastructure
Agents Field
workers
Remote
agents
Corporate
telephony users
Traveling
experts
Automated
services
OfficeTelephony
ContactCenter
MobileTelephony
ITSystems
Diversity of
Users
Multiple
Communications
Channels
SAP CRM
(Process
apps)
IP
Hardphones
PC
Desktops
Mobile
Terminals
PSTN/
IN
IP
Mobile
Networks

34. SAP CRM: Enterprise Services
 Decouple the underlying system functions
 Enable “mash ups” of reporting, transactions,
non-SAP systems etc
 Access the system the way you want: “paper
like” forms, dashboards Outlook, widgets,
mobile
 Preserve integrity of business information

35. SAP CRM Framework Architecture
Presentation Layer
Business Layer
Business Application