微软CRM介绍及案例讲解

1、1,微软CRM及案例介绍 Damon Zhang,2,Contents,Microsoft Dynamics CRM Overview Project Target and scope Your requests and solution of our CRM system (module, function, process, BR, security) Project Plan and Risks,Dynamics CRM：中国客户群,3,小型企业,中等规模的公司,大型企业,Microsoft CRM 4.0,4,以您工作的方式运行,熟悉的用户体验,以您业务运转 的方式运行,“完整的功能套

2、件”,构建，配置&扩展,以您IT部门期待 的方式运行,完整的解决方案,5,客户化导入/导出 Customization Import/Export,Microsoft MappointSharepoint,Microsoft OutlookOffice,系统工具 System tools,市场 Marketing,销售 Sales,客户服务 Customer Service,个人工作台 Workplace,集成 Integration,物流行业 Logistics,外贸行业 Oversea trading,医药行业 Pharmacy,行业Vertical,制造业 Manufacture,其他

3、Other,Call Centre (Avaya Genesys),Business Intelligence,ERP (SAPGreat plainJDEQVD),工作流导出/导入 Workflow import/export,工作流监控器 Workflow Monitor,工作流管理 Workflow Manager,部署管理器 Deployment Manager,客户化工具 Customizations,系统设置 Settings,系统部署及架构,6,Microsoft Dynamics CRM Users,Microsoft CRM Server,SQL Server,+,系统部署及

4、架构,7,软件架构,8,Dynamics CRM：赋予用户选择的权利,9,由用户自由选择使用方式： Outlook、浏览器、移动电话 由用户自由选择获取方式： 软件或服务 由用户自由选择购买方式： 购买或者租赁 随时随地随心定制,10,Contents,Microsoft Dynamics CRM Overview Project Target and scope Your requests and solution of our CRM system (module, function, process, BR, security) Project Plan and Risks,Target

5、,基于成熟的Microsoft CRM系统平台，建立WESTRAC CRM系统 通过WESTRAC CRM系统的实施，实现客户资料的集中、规范管理 通过WESTRAC CRM系统的实施，整合销售、市场产生的所有客户信息 通过WESTRAC CRM系统的实施，固化现有销售流程，强化销售管理能力 通过WESTRAC CRM系统的实施，提高市场营销能力，实现市场营销与销售的衔接,11,Scope,本项目实施公司为：威斯特中国有限公司北京分公司和辽宁分公司 实施部门为：整机部和零件部 产品范围为： Hex, MG, TTT, Cold planer 系统范围：客户管理、联系人管理、活动管理、市场活动管

6、理、销售线索管理、商机管理、设备管理,12,13,Contents,Microsoft Dynamics CRM Overview Project Target and scope Your requests and solution of our CRM system (module, function, process, BR, security) Each module Access right Ways to link CRM Project Plan and Risks,14,Modules in CRM system,Report Analysis Module,Contact M

7、odule,Leads Module,Account Module,Activity Module,Campaign Module,Equipment Module,Opportunity Module,Competitor Module,Account Module,15,16,Account Modules,What do we want? Function Screen shooting Process maps brief Business Rules Highlights,17,Account What do we want?,Customer information is accu

8、rate and updated Simple and easy to access Basic understand of customer background before visit Recent issues deal with customers Relationships between customers is known Cross departments share the information Equipments (Cat / Non-Cat) owned by customers,18,Account Modules,What do we want? Functio

9、n Screen shooting Process maps brief Business Rules Highlights,19,Account Module Function,Basic information Customer background History -Emails -Documents -Comments on customer,Responsible salesman /team -Parent child relation -Multi contacts relation,Enquiry of current status:- -Activities -Leads/o

10、pportunities -Equipments owned,-Data duplication check -Batch amendments -Import/Export to Excel,Customer Information,Relationship Management,Enquiry,Data administration,Account Module,20,Account Modules,What do we want? Function Screen shooting Process maps brief Business Rules Highlights,21,Accoun

11、t: Basic Customer information,黑名单,22,Account: Detail Customer information,记录客户背景、未来发展、影响力、资产和现金流情况,23,Account: Customer info-attached documents,保留与客户有关的文档。有时间、主题、创建者，便利查询。,24,Account: Relationship with other customers,客户间的父子关系,多联系人关系,Account:Access-Right,25,客户权限控制,27,Account Modules,What do we want?

12、 Function Screen shooting Process maps brief Business Rules Highlights,28,Account Module: Process Maps,Main process map Add / Amend Customer information Sub process maps Customer assign by manager Inactive customer handling,29,Account Modules,What do we want? Function Screen shooting Process maps br

13、ief Business Rules Highlights,30,Account : Business Rules Highlights,客户信息完整性判定：创建客户时必须填写联系人信息，否则只能输入销售线索。 客户创建后提醒：客户创建后需要给负责该客户的销售员和其销售经理发送电邮提醒 客户归属后提醒：客户分派后需要给负责该客户的销售员和其销售经理发送电邮提醒 客户电话变更后：销售员需要通知DA、销售经理、销售行政等相关人员。更新前的电话需记录到客户的备注栏中，并注明更改时间。 客户Inactive所需提醒： 销售经理输入Inactive原因后需要发送Email通知相关人员，包括销售经理、信贷

14、部、与客户相关的销售人员 客户被Inactive后发送Email通知相关人员，包括销售经理、信贷部 数据管理员分派客户的权限的标准： 销售员直接提供的客户，由数据管理员或销售员录入并分派给此销售员（如有争议，由销售经理决定处理方法） 而其余方式获得的客户，由销售经理决定分派原则，并指定数据管理员或自己进行分派 结果通知销售经理,31,31,Modules in CRM system,Report Analysis Module,Contact Module,Leads Module,Account Module,Activity Module,Campaign Module,Equipment

15、 Module,Opportunity Module,Competitor Module,32,32,Contact Modules,What do we want? Function Screen shooting Process maps brief Business Rules Highlights,33,33,Contact :What do we want?,目前对联系人的管理很分散，需要对联系人资料进行集中统一管理。 部门间共享联系人资料 需记录联系人背景信息 需配合市场部门对机手俱乐部的机手进行集中管理 客户联系人信息查询及更新 需于推荐商机的联系人，应在系统内记录 系统需支持联

16、系人批量导入功能,34,34,Contact Modules,What do we want? Function Screen shooting Process maps brief Business Rules Highlights,35,35,Contact Module Function,Basic information Contact background History -Emails -Documents -Comments on customer,Responsible salesman /team -Multi contacts related to an Account,E

17、nquiry of current status:- -Activities,-Data duplication check -Batch amendments -Import/Export to Excel,Contact Information,Relationship Management,Enquiry,Data administration,Contact Module,Account Module,Similar Function,No Equip & Opportunity enquiry,No parent child relationship,36,36,What do we

18、 want? Function Screen shooting Process maps brief Business Rules Highlights,Contact Modules,37,37,Contact Information,联系人 常规信息,联系人附件信息,联系人更多地址,联系人从业经历、背景信息,38,38,Contact: Data administration,批量编辑联系人,合并重复联系人,39,39,Contact: Access right,联系人 权限控制,40,40,Contact Assign to responsible person,联系人 分派,41,41

19、,Import Contacts into CRM,导入联系人,42,42,Contact Module: Enquire & Export data,联系人视图 列表,输出到Excel,联系人 打印输出,联系人 高级查询,联系人报表 输出,43,43,What do we want? Function Screen shooting Process maps brief Business Rules Highlights,Contact Modules,44,44,Contact Module: Process Maps,Main process map Add / Amend Contac

20、t information Delete a Contact Sub process maps Assign contacts by managers Import lists of Contact into system,45,45,What do we want? Function Screen shooting Process maps brief Business Rules Highlights,Contact Modules,46,46,Contact : Business Rules Highlights,新建、修改联系人规则 在CRM中，联系人必须与客户账户相关联。 联系人名字

21、规则：键入姓名需与身份证或名片上的保持一致 电话格式：移动电话 13*01395136；固定电话/传真 010- 85868466. 地址规则：参照公司信件的抬头，输入没有缩写的公司或个人详细地址 联系人删除 如果联系人已经去世、退休或者跳槽，将不再与公司有任何业务往来，删除前，必须获得经理批准。 联系人权限控制 销售人员只允许修改、更新与其有直接业务联系的联系人信息。如：整机销售人员只可以修改负责整机的客户联系人信息。,47,Modules in CRM system,Report Analysis Module,Contact Module,Leads Module,Account Mod

22、ule,Activity Module,Campaign Module,Equipment Module,Opportunity Module,Competitor Module,48,Leads Modules,What do we want? Function Screen shooting Process maps brief Business Rules Highlights,49,Leads: What do we want?,需要收集销售线索的完整信息 记录销售线索的来源 查询到客户、联系人、商机是由什么销售线索转化而来 分析销售线索的成功率,50,Leads Modules,Wh

23、at do we want? Function Screen shooting Process maps brief Business Rules Highlights,51,Leads Module: Function,市 场 活 动,销 售 员 获 得,销售线索,分派销售线索,客户,联系人,商机,客户,联系人,52,What do we want? Function Screen shooting Process maps brief Business Rules Highlights,Leads Modules,53,Input Leads into CRM,销售线索获取： 销售线索的来

24、源:- 通过广告、机手推荐、网站、口碑、公共关系或对市场营销活动的响应中获取销售线索。 可以手工输入销售线索，也可以使用Microsoft CRM将销售线索导入数据库。,54,Assign Leads,销售线索分派： 分派销售线索:- 可以指定销售线索的主要负责人。 -可以将单个或多个销售线索分派给其他销售员。 -这些操作可以对单条记录执行也可以对多条记录执行。,55,Leads Transfer,销售员把销售线索转成:- - 客户 - 联系人 - 商机,56,Leads Analysis,报表列出:- 合格销售线索的百分比 每条可产生收入的销售线索和相应的收入金额。,57,What do w

25、e want? Function Screen shooting Process maps brief Business Rules Highlights,Leads Modules,58,Leads Module: Process Maps,Catch Leads AddAmend leads information Leads assign Leads Update Update to account Update to contact Update to opportunity,59,What do we want? Function Screen shooting Process ma

26、ps brief Business Rules Highlights,Leads Modules,60,Leads Module: Business Rules Highlights,凡是推荐获得的销售机会，必须要先在CRM系统中创建销售线索，并记录推荐人信息。 每当新建销售线索，需要给销售线索的负责人发送电邮进行提醒。 转化为商机时，要求客户，联系人的信息必须齐全。 线索主题：销售线索主题以后可以在系统中转化为商机。 公司名称：公司名称可以转化为客户名称。 联系人：可以转化为联系人信息。 市场销售经理会根据销售线索的信息来屏蔽销售噪音，筛选出合格的销售线索。,61,Modules in CR

27、M system,Report Analysis Module,Contact Module,Leads Module,Account Module,Activity Module,Campaign Module,Equipment Module,Opportunity Module,Competitor Module,62,Opportunity Modules,What do we want? Function Screen shooting Process maps brief Business Rules Highlights,63,Opportunity: What do we wa

28、nt?,需要收集商机的完整信息 及时获取商机跟踪信息 预测商机的销售收入，设置影响销售发生的概率因素 能制定一套标准灵活的销售进程规范, 减轻销售人员工作量，提高工作效率。,CRM 的商机管理就是针对收集信息、 规范流程和对商机跟踪、进行分析,64,Opportunity Modules,What do we want? Function Screen shooting Process maps brief Business Rules Highlights,65,Opportunity Module : Function,销 售 员 与 客 户 联 系,机 手 俱 乐 部 提 供,市 场 活

29、 动,线索和商机,分公司经理 进行分配,进行商机跟踪、分析,赢单率,0,20,40,60,100,线索和商机,66,What do we want? Function Screen shooting Process maps brief Business Rules Highlights,Opportunity Modules,67,Opportunity: collect information (1),商机基本信息的采集： 商机的名称 客户 商机来源 类别 预计收入 概率 预计结束日期 交机日期 所处销售阶段 以及客户的需 求 特殊需求,68,Opportunity: collect in

30、formation (2),对每个商机优势和劣势的分析,69,Opportunity: collect information (3),销售员可以直接选择一个或多个产品加入商机,70,Opportunity: collect information (4),商机关联关系：可以设置商机与客户或联系人之间的关系，指定他们的关系类型。定义客户或联系人对商机的角色。,新建商机与客户的 关系,71,Opportunity: assign to salesman,Data Administrator 可按照分公司经理订立的原则，将商机分派给不同区域或部门的销售人员。与分配原则有争议，则由分公司经理决定。销

31、售人员、市场营销人员和管理人员可以共享权限内的商机信息。,72,Opportunity: tracing and analysis SFM,可以在“商机”表单中快速访问活动，以便能够发送电子邮件、设置电话联络或给客户写信。 您可以快速查看所有活动/接收的通信项（如电子邮件、电话联络和约会）。 系统中会对活动的状态进行跟踪并存储相应的活动历史记录，因此用户可以查看已开启和结束的活动。) 历史纪录。,管理者可以从这些记录中了解到销售员等与客户发生的所有交互活动。,73,Opportunity: SFM,通过使用“销售漏斗”报表，销售员和经理可以查看根据商机计算出的预期收入和以下关键的信息。 - 商

32、机当前所处的销售阶段 - 赢得商机的概率 - 预期收入,输入报表筛选的条件,74,Opportunity: reports,Sales by Sales Stage: Identification Qualification Development Proposal Closed,Analyze the sales of each salesmen in different phase,Forecast the sales by Months,80,What do we want? Function Screen shooting Process maps brief Business Rul

33、es Highlights,Opportunity Modules,81,Entrance Criteria: Customer uses our type of product or our type of service and is willing to work with us,Exit Criteria Customer is in market Customer is willing to have Dealer Sales Person call on them Customer has reason to buy within a specific time frame,Opp

34、ortunity movement: Disqualify (close no deal) Does not wish to work with us (or vice versa) We cannot satisfy their requirements They have no reason to act Promote Have completed the exit criteria,Identification Stage 1,82,Opportunity Movement: Demote Customer or us have issues with reason to buy, w

35、orking with use or if he is in market disqualify / Close Does not wish to work with us (or vice versa) We cannot satisfy their requirements They have no reason to act Promote Have completed the exit criteria,Entrance Criteria = Stage 1 exit criteria,Qualification Stage 2,Exit Criteria Identify buyer

36、s/influencers Business requirements are identified (prospects needs) Dealer solution type & application is identified The customer decision process is known Initiate Financial discussion/payment type,83,Opportunity Movement: Demote Customer or us have issues with Identifying buyers, business require

37、ments, solution type, decision process or Initiate Financial discussion/payment type Disqualify/Close Does not wish to work with us (or vice versa) We cannot satisfy their requirements They have no reason to act Promote Have completed exit criteria,Development Stage 3,Entrance Criteria = Stage 2 exi

38、t criteria,Exit Criteria Customer verbally commits to solution Solution (Price, Configuration, Delivery Time, T/C) is developed and orally agreed to by the buyer/influencer Non-standard contract terms are resolved,84,Opportunity Movement: Demote Customer or us have issues with solution, verbal commi

39、ttment, T/C Disqualify / Close Does not wish to work with us (or vice versa) We cannot satisfy their requirements They have no reason to act Promote Have completed exit criteria,Entrance Criteria = Stage 3 exit criteria,Exit Criteria Customer buys Thompson Customer buys competitor Customer does not

40、buy at all,Proposal Stage 4,85,KPIs: Funnel Ratio Close Rate Participation Rate,Opportunity Movement: Closed - Won Proposal is accepted & signed Closed - Lost Competitors proposal is accepted & signed Closed No Deal Customer is not going to buy from anyone,Closed Won Stage 5, Closed Lost Stage 6, Cl

41、osed No Deal Stage 7,Entrance Criteria = Stage 4 exit criteria,86,Modules in CRM system,Report Analysis Module,Contact Module,Leads Module,Account Module,Activity Module,Campaign Module,Equipment Module,Opportunity Module,Competitor Module,87,Competitors information Management,Create and Edit compet

42、itor information Record of competitors equipments owned by our customers Add competitors names into opportunity list Analyze Competitor information,88,88,Modules in CRM system,Report Analysis Module,Contact Module,Leads Module,Account Module,Activity Module,Campaign Module,Equipment Module,Opportuni

43、ty Module,Competitor Module,89,89,Campaign Modules,What do we want? Function Screen shooting Process maps brief,90,90,Campaign :What do we want?,更科学、更有效、更精确地制定出本年度产品和市场活动策略，最终达到减少开销预算和提高企业获得销售线索和销售机会的能力。 市场活动数据需和销售部门以及CSR进行集中管理和共享,从而更有针对性的和客户进行沟通，最终提高赢单的可能性。 需记录线索在不同部门的整个跟进过程。以便市场部门做最终活动统计分析和提高活动的有效

44、性。 市场活动执行时，需记录整过活动过程：“时间、费用、参与人力、计划任务、相应资源、活动反馈” 通过市场活动有计划地管理及精准的全程统计分析，从而实现市场预算收入及提高市场预测和判断能力,91,91,Campaign Modules,What do we want? Function Screen shooting Process maps brief,92,92,Campaign Module Function,市场活动名称、 目标、 针对的细分客户群体、 目标产品、 财务预算,-活动结束 -活动转换为商机,-导入和输出 Excel,活动计划,活动执行,活动反馈,统计分析,Campaign

45、 Module,93,93,What do we want? Function Screen shooting Process maps brief,Campaign Modules,94,94,Campaign Plan information,市场活动基本信息,市场活动计划,通知客户参加,选择目标产品,95,95,Campaign Responses,录入市场活动反馈,计划任务（如准备会场、横幅等）的完成情况,市场活动的投入/产出分析,100,100,What do we want? Function Screen shooting Process maps brief,Campaign

46、Modules,101,101,Campaign Module: Process Maps,Main process maps Operator club Call In Market Exhibition,102,102,Modules in CRM system,Report Analysis Module,Contact Module,Leads Module,Account Module,Activity Module,Campaign Module,Equipment Module,Opportunity Module,Competitor Module,103,103,Activi

47、ty Modules,What do we want? Function Screen shooting Process maps brief Business Rules Highlights,104,104,Activity :What do we want?,使用人员能在系统内制定近期的活动计划，经理或者高层可以动态的进行监控和指导。 销售人员执行活动后，需将活动反馈信息录入系统，并和相应的商机、客户进行关联，月底时系统能根据现有报告表格的形式自动形成统计报表，以减入销售人员的工作量. 销售经理可以分派活动给相应销售人员，分派成功后，会自动加入销售人员的活动计划中。 当一个活动超时没有完

48、成或者长时间没人跟进，系统应主动提醒相应人员（如销售经理和活动负责人），在15天内没有执行，活动会重新分派。 当一个活动转换成商机后，系统应将此活动和商机进行关联，以方便后期统计分析。,活动定义：拜访、邮件、传真、短信、会议、客户电话/实地回访,105,105,Activity Modules,What do we want? Function Screen shooting Process maps brief Business Rules Highlights,106,Activity Module: Function,制定活动拜访计划,活动执行,客户拜访反馈,统计分析,107,107,W

49、hat do we want? Function Screen shooting Process maps brief Business Rules Highlights,Activity Modules,108,108,Activity Plan,制定活动计划,经理可以对活动进行动态监控,109,109,Activity Response,活动结束后不可更改,结束活动,110,110,Activity Response,活动反馈内容记录,活动跟进,111,111,Activity: Access Right,活动模块权限控制,112,112,Activity Assignment,活动转换为

50、商机,活动转换商机后的界面,113,113,Activity: Enquire data,高级 查询,查询 输出列表,114,114,Activity: Export Data to Excel,活动视图和打印,导出到Excel,118,118,What do we want? Function Screen shooting Process maps brief Business Rules Highlights,Activity Modules,119,119,Activity Module: Process Maps,Main process map Create an Activity

51、 Modify and Execute Activity Delegate and Re-assign an Activity Review Activities,120,120,What do we want? Function Screen shooting Process maps brief Business Rules Highlights,Activity Modules,121,121,Activity : Business Rules Highlights,活动分派提醒当经理指派新的活动给销售人员时,系统将会自动发送一条短信给销售人员,每当用户登陆系统时,会收到一个关于当天新活

52、动的提醒. 过期的活动提醒系统流程会自动发送提醒分公司经理过期的活动 拒绝该项活动提醒假如无法完成该项指派的任务,或者需要上级经理的帮助才能完成，他/她可以拒绝该份活动并发EMAIL给经理。如果在规定的时间内(紧急情况1天,非紧急情况3天)既没有上交该项活动也没有执行该项任务,系统会自动发出通知提醒上级经理 附加资料如果有些内容不能加入到活动, 则只需粘贴必要的附件。例如:需要保存会议备忘录。 检查活动情况对于那些拥有最高优先权的商机客户,必须每周定期检查已过期的和X天内将要发生的一些活动.在时间允许的情况下，亦可检查剩余的活动.,122,Modules in CRM system,Repor

53、t Analysis Module,Contact Module,Leads Module,Account Module,Activity Module,Campaign Module,Equipment Module,Opportunity Module,Competitor Module,123,Report Module,销售日报表 拜访报告 -失销和意向表,系统默认报表,自定义报表,报表生成,报表必须在系统中已输入的数据才能形成报表。,销售漏斗 基础信息分析 - 销售线索,视图或输出Excel,124,Modules in CRM system,Report Analysis Modu

54、le,Contact Module,Leads Module,Account Module,Activity Module,Campaign Module,Equipment Module,Opportunity Module,Competitor Module,125,What do we want? Screen shooting Process maps brief Business Rules Highlights,Equipment management Modules,126,Equipment module: What do we want,销售员拜访客户前，最好先知道客户拥有设

55、备的情况，譬如CAT设备的数量、型号、序列号、SMU、工况、设备的所在地等详细情况和非CAT设备的数量。 零件部CSR需要记录设备的SMU、工况的变化历史、设备所在地、客户是否有维修需求。 竞争对手的设备与CAT设备加以区分管理。 对设备的状态进行管理,现在，销售员很难从DBS取到这些资料,127,What do we want? Screen shooting Process maps brief Business Rules Highlights,Equipment management Modules,128,Equipment Module List of Equipments,CAT

56、 设备按 序列号 排列,129,Equipment Module: Detail information,SMU，GPS状态, 设备位置、年限、 交机日期、工况、 维修情况。,130,What do we want? Screen shooting Process maps brief Business Rules Highlights,Equipment management Modules,131,Equipment Module: Process Maps,Main process map Add / Amend Equipment information,132,Equipment m

57、anagement Modules,What do we want? Screen shooting Process maps brief Business Rules Highlights,133,Equipment Module: Business Rules Highlights,Sales force must input equipment information after customer visit. Cat. Equipment: Controlled by serial number Non Cat. Equipment: Controlled number Brand & model number & purchase date,134,Contents,Microsoft Dynamics CRM Overview Project Target and scope Your requests and