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CRM system and processes

CRM system and processes. In vocational college Ville Krannila, Espoo Finland, ( Omnia Vocational College). Definition of CRM. CRM = Customer Relationship Management Managing customer relationships as opposed to managing customers

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CRM system and processes

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  1. CRM system and processes In vocational college Ville Krannila, Espoo Finland, (OmniaVocational College)

  2. Definition of CRM • CRM = CustomerRelationship Management • Managingcustomerrelationships as opposed to managingcustomers • Jointworkingmodel in enterpriseco-operation • Definingyoursegments, customers and customerinformation • Carrying out varyingcustomershipcareplans • Customer Relationship Management (CRM) is a business strategy that is designed to improve customer service. CRM is also aims to increase customer satisfaction, manage the best customers effectively, and gain new quality customers, thus increasing a business’s profitability. (Intellinova.com)

  3. CRM in vocational college projectresults in Omnia • Based on a 4-year project and action research 2006-2010 • Results: 1) customer strategy for Adult Education Centre 2) customer leadership models, areas and responsibilities developed 3) the customerbaseanalysed, segments defined and customer-care programmes developed 4) own-care programmes were formed for customer groups. 5) manual for CRM database created and developed • “The results proved that customer relationship management and customer leadership were challenging but possible to carry out in the academy organisation and they can be executed successfully in this environment.” • The development project was evaluated as reliable, truly work-life based, valuable and useful in the practical functions of the target organisation. • CRM is not a system or a database, CRM is a method and actions carried out from a customer perspective. It is done by people and for the people. CRM database is a tool in this work. V.Krannila - Customer leadership and development 2010 (case Omnia)

  4. CRM Databasebasics • A tool for CRM work • Consistsmainly of customershipinformation • Customer data, adresses, contacts, e-mail, customershipactivity and classifications • Canbelocated in user’sownserveror as cloudservice (usuallywww-based) • Allemployeescanhaveaccess (via passwords) to CRM databaseordifferentroles for differentuserscanbecreated • Usuallythoseworkingdirectly with enterprises, management and marketingare the main users (of database)

  5. CRM databaseadvantages • CRM database is usedby management to gaincustomerinformation and planmarketing and management strategies • CRM database is used to carry out marketingcampaigns (marketingvarioustrainingprogrammes etc.) via e-mail ortelephone, and gathering the feedback from the campaign • CRM database is usedbycustomeraccountmanagers to sustaincustomershipprograms, information on customeractivity, complaints and otherusefulinformation • CRM databasecollectscustomerinformation on variousraports, includingbalancescorecard • CRM databasestreghtensco-operationbetweenvariousunits of a company and ensurescustomer-orientedway of working

  6. CRM databaseproject (case Omnia) • 1) Defineyour main customers and segments • 2) Defineyourtargets of customership management and work • 3) Collectyourcustomerinformation, in whichformitcurrentlyexists • 4) Commitpeoplefromeveryunit to worktogether on the project • 5) Choose a pilotgroup, depending on yourorganization, max. 5-20 persons is recommended, fromdifferentunitsifpossible • 6) Map out the serviceproviders and bringthem and yourown ITC personnelinto project as early as possible • 7) Definetargets, budget and follow-uppoints to pilotproject • 8) Pilotprojectshouldlast at leastfewmonths, preferably 1 year to providesufficientinformation for continuation • 9) Organisemeetings in regularbasis to followsystemsuse and possibleproblems. A serviceprovider and ICT shouldbepresenteverystep of the way

  7. CRM databaseproject (case Omnia) • 10) Organisesufficienttraining on the use of the system and database • 11) Choose 1 person as main user in charge of the project and systemupdates • 12) Map out possibleintegrations with othersystems and theircost • 13) Organisemeetings in regularbasis to followsystemsuse and possibleproblems. A serviceprovider and ICT shouldbepresenteverystep of the way • 14) Write a report at the end of the pilot and build a plan for furtherdevelopment Somecriticalpoints: • In Omniadevelopmenttookseveralyears with the amount of usersgrowingslowly. • The cooperation and communication with ICT and serviceprovider is neccessary, especiallyduring the systemaquisition and pilotproject • Pilotgroupshouldworkcloselytogether and shouldnotbelargerthan 5-7 persons

  8. CRM systempilotproject Process: Settingupdatabase, collectingcustomer info fromvarioussources, Training of pilotparticipants Testing and carrying out marketing and salesoperations via CRM system, according to projectplan Targets, spesificgoals for each division, projectplan, Possibleintegrations to othersystems Evaluation of pilotproject, raport of procedures, furtherdevelopment and plan for the future Regularmeetings with the pilotgroup, systemprovider and IT personnel

  9. CRM databasetoday (case Omnia) • Users (activepasswords) 94 in total • UsersfromAdultEducation Centre, InnoOmnia, Administration, YouthWorkshops, Apprenticeship Training Centre • One main user and trainer (V.Krannila) • 4 vice-users (one person in eachunit) Integrated to MS Outlook, On-the-joblearningsystem, ProFinder b2b service and Studenta+ (student management system for adults)

  10. CRM databasetoday (case Omnia) • An open database -> everyone with a passwordcanseeeverything in the system • Thishasincreased the co-operation with differentunits and departmentswhooftendeal with samecustomers • System is based on openess and sharing of information • A culture of exploiting the systemregulary is important in maximisingitsbenefits

  11. CRM databasetoday (case Omnia) • Main actionscarried out with the database and system: • Offers for enterprises and otherorganizations (for educationalservices, additionaltraining)  Adulteducationcentre • Marketing campaigns for differenttargetgroups -> Adulteducation center, InnoOmnia, Administration • Maintenance of variouscustomerclassifications and lists, for example a list of guestsinvited to a certainevent in Omnia • Mantenance of outside organisations, students and personnelworking in Omnia’sprojects-> for BalanceScorecard • A list of workplaceinstructors -> a regular e-mail information of educations -> e-mailssentfrom the system • A list of variousoperationsexecuted with the customers: visists, e-mails, phonecalls, meetings – alllocated in customersdatafile

  12. CRM databaseprocess and resposibilities (case Omnia) • Administration • Receivesraportsfrom • Units and from main • user • Monitors the utilization • Makesdecisionsregarding • development action • x • Marketing/ • Communication • Maintainsadministration (upper) • Level marketinglists • And classifications • Centrallysends news • letters, pressreleases, • Annualreports and holiday • cards for customers • Organizes • Marketing and • Communication via • CRM system • Raports to • administration • Accountmanagers/ • representatives • Maintain ja update • Theircustomer data • Sign in variousactions • Customersegmentation • Offers? • Maintainingoffers and • Educational products • Maintaining and updating • Customercareplans • Carry out development • Procedures on preceding • points • Controls system- • updates and is in • Contact with the • System provider • Trainsusers in co-operation • With vice-users • Raports to administration • Main user • Updates the database • manual • Informsusers • Maintaining and updating • variouscustomerlists and • Customerclassifications • Follow-up on sales and • actionsbyaccount • managers • Units • Raports to • administration

  13. CRM systemdataflowdiagram Systems and dataflow • Fonecta • Profinder B2B • (customer information updates • from the web) • Integrated into CRM • Studentadministration • System and database • Customer data and updates • Microsoft Outlook • (integrated to CRM) • CRM database • classifications • On-the-job learning • System and database • Customer • ’information • Excel (data)

  14. Workshop discussion in groups • Discuss and findanswers to thesequestions in groups: • Defineyourcustomers, who is your main customer? • How wouldyouclassifyyourcustomers/dividethem into categories? • How is business co-operationorganized in yourfield? • Whattype of informationregardingyourcustomersdoyoufindessential? • Who in yourorganization is in contact with thesecustomers/busineses? Presentyourviews, questions and results

  15. References • Links and otherusefulmaterial • CRM Basics: • http://intellinova.com/crm/strategy/crm-for-beginners-customer-relationship-management-basics/ • http://www.mycustomer.com/topic/beginners-guide-crm • Literature: • Payne, A. 2006. The Handbook of CRM. Great Britain: Butterwoth-Heinemann • McKenzie, R. 2001. The relationship-based enterprise : powering business success through customer relationship management. Toronto: McGraw-Hill. • V. Kumar & W. Reinartz. Customer Relationship Management: Concept, Strategy, and Tools. 2012.

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