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PILLAR 3 Information technologies - Coggle Diagram
PILLAR 3
Information technologies
IT FOR CRM
CRM System Requirements
Hardware Requirements
Deployment Requirements
User Requirements
Hardware requirements
Integration (allow data from various
channels to be integrated easily)
Accessibility (allow access to both
office-based and off-site staff)
Compatibility (should be compatible with the
existing systems in the company)
Scalability (should be able to accommodate
future increase in data and users)
Deployment requirements
Cloud Computing
On-Premise
User requirements
Usability ( User friendly)
Flexibility ( cater to different needs)
Performance (perform its tasks reliably)
Customer Related Data
Data about
Customers
Data for
Customers
Creating Customer Database
Define the database functions
Define the information requirements
Identify the information sources
Populate the database
Maintain the database
Define the database functions
Purpose of setting up
the database
purpose of the customer database will determine the
type of information required
Define the information requirements
Type of information
required
type, amount and accuracy of data is dependent on the
needs of individual companies
Populate the database
Consolidation of data
Data Cleaning (Operational
Inefficiency), (Poor Customer
Experience)
Identify the information sources
Methods of gathering
data
Sales Data
Financial Data
Marketing Data
Service Data
Maintain the database
Methods to ensure
accuracy of data
Desirable Database Attributes
Shareable
Transportable
Accurate
Relevant
Timely
Secured
Marketing Automation
technology that manages marketing processes
and campaigns across multiple channels automatically
Automated messages through web, social media, and text
MA Functionalities
Marketing Campaigns
Digital Marketing
Strategic Management
Marketing Campaigns
Campaign Management
automates the process of planning,
implementing and monitoring results of marketing activities
Automates selection of targeted contacts, customization of
message and delivery of message
Event Based Marketing
known as ‘trigger marketing’ or ‘behavioural
marketing’
highly successful because it
is timely and relevant to customers
Strategic Management
Loyalty Management
can be operationally and
technologically complex
MA software allows companies to develop and operate
customer loyalty programmes efficiently
Marketing Analytics and Reports
Presents comprehensive view of the entire marketing strategy
enable assess the effectiveness of every
marketing campaigns, offers and channels
include data not only from
website, but also from sources like email, social media
Digital Marketing
Social Media Managemen
t
connect with customers
to build brand, increase sales and drive online traffic
Publishing
Engagement
Analytics
Advertising
Web Analytics
allows companies to understand the
behaviour of website visitors
Identifies traffic sources
automatically display relevant information
proactively at appropriate touch points
Benefits of MA
Increase Scale and Scope of Campaigns
Personalised Customer Journey
Increase Customer Reach
Data Driven Measurement
Sales Force Automation
automates the sales workflow and sales
management tasks
Key SFA Functionalities
Contact Management
Lead Management
Opportunity Management
Reports and Analysis
Contact Management
Includes a complete dashboard of contact information,
profiles, interactions, purchases and all other activities
tools for building, sharing and updating contact
lists, making appointments and contact tracking
Lead Management
allows companies to create, assign, segment
and perform real-time leads tracking
Opportunity Management
enables real-time data accessibility,
opportunity milestone tracking and sales forecasting
Reports and Analysis
Includes
customizable reports, performance insights, sales
forecasts, etc.
Pipeline management
sales pipeline is a visual snapshot of where the
opportunities are in the sales process
Other SFA Functionalities
Document Management
Product Configuration
Proposal Generation
Order Management
Benefits of SFA
Increase Productivity
Enhance Customer Experience
Improve Profitability
Effective Team Management
Service Automation
enables support departments to manage
customers’ enquiries and issues more efficiently
reduce their manpower
significantly when assisting customers
SA Functionalities – Staff
Case Management
Communication Management
Knowledge Based Articles
Case Management
This feature ensures that the enquiry or issue is routed to
the right staff for resolution
cases on a real-time
basis
Communication management
allows companies to receive and distribute
incoming communications from customers
allows service staff to respond effectively to enquiries,
and issues regardless of channels
Knowledge Based Articles
a repository of information to help the support staff in
case resolution
a repository of information to help the support staff in
case resolution
SA Functionalities – Customers
Customer Self Service
reduce the demands on the support staff
available on the websites (e.g. Chatbot),
mobile applications and telephony system
SA Functionalities – Management
Agent Management
Service Analytics
Agent Management
enables managers to plan the manpower deployment
efficiently
allows managers to have visibility of all staff’s
availability and performance
Service Analytics
provide managers with statistics to measure
effectiveness and efficiency of individual support staff
Enjoy total visibility across channels for clearer insights
Benefits of SA
Efficient Management of Cases
Positive Customer Experience
Cost Effective