TUGAS 6 - CRM

CHINTYA WIDYANING PUTRI UTAMI

QUESTIONS
1.What is CRM?
2. What sort of sales management functionality can a CRM system offer?
3. What are the most important modules in CRM?
4. What is meant under Marketing Automation?
5. Why are companies interested in CRM?
6. When should I start tracking my customers activities?
7. What applications and resources do you want to link to CRM?
8. What are the most common mistakes you see companies make with CRM?
9. What industries CRM is used in?
10. What type of organizations can benefit from CRM?
11. Why is it important to use CRM software?
12. What type of processes do you need to manage in CRM?
13. How to measure customer satisfaction across various touch points?
14. What is the difference between CRM and ERP?
15. Can CRM be integrated with ERP?
16. How does the CRM integrate with my existing and future technology?
17. Is CRM software difficult to set up?
18. How is CRM changing and what does the business owner need to be aware of?
19. What are the ways of implementing a CRM solution?
20. Can the CRM system easily integrate with other sources of customer data?

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ANSWER
1. CRM stands for Customer Relationship Management. It is a software system that is used to
effectively manage the sales process, track customer interactions, store information about
customers (including purchase history, revenue generated, up-selling and cross-selling
opportunities, etc.), and ultimately strengthen relations with customers. CRM, however, is not
just about software systems. It is a philosophy for interacting with your clients to make sure that
they are happy and that they keep coming back to use your products and services.
2. A CRM system can support our sales team at every stage of the sales cycle, from leads to
customer management. Below are a few use cases:

View and manage account activity and communications

Use reports to forecast sales, measure business activity, identify trends
Qualify leads and track prospective customers
Centralize customer data
Access, update, and share information across teams and departments.

3. The main modules of a CRM system may include:

Marketing
Sales
Service Desk
Inventory
4. Marketing Automation can be described as event-based trigger marketing that is used to launch
messaging and offer presentations to customers at particular points in time. CRM helps not only
trigger the communications, but also measure the results.
5.

Companies are interested in CRM because they recognize that the customer is their primary
strategic asset and thus seek to better understand the behavior and needs of that customer and
therefore enhance their relationship.

6. This is best to start doing before they actually become your customers. This will help you
maximize the ROI and retain each customer.
7. Most CRM systems integrate with Microsoft Office applications but the level of this
functionality can differ widely especially when it comes to Outlook. Beyond MS Office
applications you might also need to connect CRM with other resources including:
Your website to import new enquiries and leads
Accounting software to share customer financial data or to automate order processing
Other back-offer databases
An online web-portal so customers can make service requests & get status updates
A phone system for automated dialing & call recognition
Other applications including e-marketing software, card scanners & SharePoint

This may involve additional cost to achieve the integration you need through development work
or add-on solutions but you still need to be sure that these options existing for your chosen your
CRM platform.Again, entry-level CRM systems like ACT! offer limited capacity for integration
whereas Microsoft Dynamics CRM have greater flexibility to connect with other database
sources and applications.
8. Many organizations use Outlook BCM or Excel for managing their contacts, which offer no
planning or setup process -- just create a column or type in a field and get started. This causes
problems when information is related and the flexible aspects of the previous solution are
overlooked. There are real benefits that won't happen without understanding the new vernacular;
the specific way the new solution describes the data. For example, an "account" in Sales force
may not be the same as an "account" in Highrise. In fact, it might have another name altogether,
such as "company." Understanding how the particular vendor uses "leads" or "opportunities" will
help to avoid a great deal of frustration.
9. CRM systems are successfully used by many different industries, including financial services,
high-tech, manufacturing, media, fashion & boutiques, startups, as well as governmental
organizations, non-profits and more.
10. The audience of CRM users is growing. With the availability of advanced CRM capabilities,
many organizations are taking advantage of the functionality it may offer, including small and
medium-sized companies, corporations, associations, internet-based retailers, fund-raising
organizations and others all of which want more data-driven, personal interactions with their
customers, followers, associates, sponsors, donators, etc.
11. Customer satisfaction is a key element of customer loyalty. Loyal and satisfied customers
become long-term customers and your best advocates. Further, word of mouth recommendations
create the most persuasive marketing for your company. Nowadays, when negative customer
feedback propagates quickly to online reviews and blogs, customer service cannot be
overlooked.
12. Essentially, all CRM systems are designed to help businesses manage their relationships with
people and companies, track sales and organize daily tasks. But what about the other processes
you need to manage? This could include managing a diversity of entities like: Events, Projects,
Jobs, Products, Applications, Medical records and Property. If you do need to manage a mix of
processes and relationship types, now or in a subsequent phase of your CRM project, this will
rule out some contact centric packages at the lower end of the market. This is another defining
difference between ACT! and Microsoft Dynamics CRM.
13. Customer satisfaction levels can be regularly tracked through surveys and call reviews.
Measuring customer satisfaction can provide you with insights into the voice of the customer but
also offers insights that will help you improve key performance metrics.
14. CRM and ERP are often used together, though have different purposes. CRM combines
Marketing, Sales, Contact Management, and Customer Support. ERP stands for Enterprise
Resource Planning. ERP systems help standardize and streamline numerous business processes

across manufacturing, procurement, services, sales, finance, HR management, etc. ERP software
is mostly used by larger, established companies.
15. Yes. Although some CRM solutions are used as separate applications, they can be integrated
with ERP, wherein data can be shared between the ERP and CRM systems.
16. Beyond existing systems and software is the question of the future. Open architectures and
application programming interface (API) accessibility are the best way to ensure that your CRM
system not only fits what you have now, but also remains viable for the future within an everchanging technology landscape.
17. Cloud-based software should cause less difficulty, since suppliers of such systems are
responsible for its proper functioning. (This is one of the reasons why the popularity of cloud
computing is growing at an exponential rate.) If you have opted for an on-premise system, you
are supposed to invest more efforts in making your software up and running. In case your IT staff
is not qualified enough, you might even run into the necessity of inviting a consultant who
knows the software well and can help you get the best configuration for your business.
18. At the heart of CRM is the benefit of having the customer record at the center of the data
universe rather than multiple galaxies of transactions held in separate, transaction-specific apps.
So the innovation lies in new and improved visibility for putting information to use in intelligent
decision making. Companies that used to serve 100 are serving 10,000, and with this kind of
scaling, better top-level tools and custom dashboards are where I see CRM continuing to morph
and advance.
19. Discuss with your potential provider how you intend to implement the CRM solution. In some
cases it might be more effective to roll out the system in stages with different departments
coming on at separate times. For some organizations, on the other hand, it might be easier to roll
out software company-wide from the start. Ensure that the development cycle of the project fits
in with your particular needs and expectations. A fast development cycle can increase costs as
well as the risk of errors and problems. Alternatively, a longer development time gives more
room to properly test and debug the system.
20. Your CRM must have an architecture that ensures robust integration to vital customer
information stored in financial, ERP, and other possible systems. Some integrations might be
read-only, while others may require a one-way or two-way data synchronization. Make sure your
CRM vendor can offer different types of integration.
Sumber :

http://www.sonomapartners.com/Industries/FranchiseManagement/Top21QuestionsFranchisorsShouldAsk
AboutCRM.aspx
http://www.elinext.com/50-questions-answers-about-crm
http://www.preact.co.uk/preact_blog/crm-software-selection-6-questions-to-ask
http://www.ellucian.com/eBooks/5-questions-before-you-invest-in-CRM/
http://www.techrepublic.com/blog/10-things/10-questions-about-the-direction-of-crm-an-interview-withjon-cline/