CRM DATA BASE
AND ACTIVITIES
ORIENTED ON
CUSTOMER
VIEW
CRM DATA BASE CUSTOMER
ORIENTED
OBJECTIVES:
• Understand CRM DB core concepts linked to CUSTOMERS
records;
• Identify the types of relationships that can be established
between different kinds of customers records;
• Understand record ownership concepts, including assigning
and sharing records.
• Activities to track customer interactions.
• Use workflows to carry out routine tasks and enforce sales
processes.
• Identify the tools you can use to search for records quickly.
• Use Duplicate Detection to ensure data base integrity.
Stages of the Gathering Data about Customers thru Sales
Process
1. CORE CUSTOMERS
ENTITY
• Accounts; .
• Contacts;
• Opportunities;
• Cases.
2. OTHER
ENTITIES
o Leads
o Campaigns
o Marketing Lists
o Competitors
o Sales Literature
o Products
o Quotes
o Orders
o Invoices
o Contracts, Services, Knowledge Base
3. UNDERSTANDING GENERAL CUSTUMER
CONCEPT
CUSTOMERS CAN INCLUDE:
traditional business-to-consumer customers;
business-to-business customers;
nontraditional customers.
There are two types of customer:
Contact, represents an individual person;
Account, represents an organization.
4. ACCOUNTS and CONTACTS
Accounts:
Accounts represent a group of people, an
organization, or a company with which your
organization interacts.
Contacts:
Contacts are used to represent people. These
can be persons, employees of accounts, or
or the official email, fax, phone, address of any
customer
4.1
ACCOUNTS
1. ACCOUNTS as organizations commonly include:
Customers
Vendors
Partners
Resellers
ACCOUNT Entity Record Fields:
Account Name:
Main Phone:
Address Name
Address Type
Shipping Method
Contact Methods
Owner
4.2.
CONTACTS
2. CONTACT can be:
• customer,
• employee of an account,
• consultant or service provider,
• other individual.
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a. In business-to-business scenarios where
“customers” refer to accounts and
“ a contact represent an employee of the account ”
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b. In business-to-consumer (B2C) scenarios,
a contact would generally be the “customer”
5. OTHER CRM DATA BASE
ENTITIES
Leads
is usually someone that you have collected
information on, but you are not sure if they are
interested in doing business with your company.
Opportunities:
are potential sales to an account or contact.
Opportunities represent potential revenue from an
account or a contact. Opportunities have usually
been qualified from Leads through a sales process.
Products
are the items or services that the organizations
sells or provides. Products can be linked to
other records, such as quotes, campaigns, and
cases
Price Lists and Measure Units
are the lists that are created for every product
item depending on the set of specific measure
units
Quotes:
are the formal offers for products or services,
proposed at specific prices and the related payment
terms. Quotes can be sent to an account or contact.
Orders:
are confirmed requests for goods or services based
on specified terms. An order is a quote that has
been accepted by a customer.
Invoices:
are bills, record a sale to a customer, including
details about the products or services purchased.
Competitors:
are companies or organizations that might compete
with your organization for sales opportunities.
Competitor records can be linked to opportunity,
product, and sales literature records, so they are
available when competing for a sale.
Cases:
are service requests or issues reported by a
customer. Cases track the activities that customer
service representatives use to resolve the issue.
Contracts:
are agreements to provide support for a specified
number of cases or a specified length of time.
Services:
is work performed for a customer . CRM facilitates
the scheduling of services and the resources .
Knowledge Base:
is a repository of articles of problems and solutions.
the Knowledge Base lets you draft, submit, review,
and publish articles such as FAQs, instructions,
and trouble-shooting information.
6. USE
RELATIONSHIPS
• Describe simple associations between customers;
• Create relationships among contacts, such as a
doctor's patient with the patient's family members
who share the same home address and insurance
information, but have individual health records;
• Create hierarchical relationship such as the
relationship between employer and employee;
• Find a customer based on the customer's
relationship to another account or contact.
7. RELATIONSHIPS BETWEEN CUSTOMER
RECORDS
Relationships shows:
• Partnerships between two organizations- accounts
• A contact's affiliations with multiple
organizations, such as board memberships
• A contact's affiliation with multiple other contacts,
such as professional services or family
relationships
8. Parent-Child Relanships Between
Accounts -Contacts
• A contact is not defined as a subordinate entity
of an account.
• Accounts and contacts can exist as separate,
stand-alone records.
• A contact can have only one parent account or
one parent contact
• If a contact record has a parent account or
contact, any sales records, opportunities,
quotes, orders, or invoices related to the contact
record are automatically related to the parent
9. RECORD OWNERSHIP AND
ASSIGNMENT
Every record in the system, including accounts
and contacts, is owned by a single user.
When a user creates a record, that user
automatically becomes its owner
The owner of a record can assign or share the
record with other users
Viewing the Owner field, usually found on the
Administration tab of each form
10. Activities to Track Customer
Interactions
Any action that can be placed on a calendar or
a to-do list is an activity:
• Phone Call
• E-mail
• Letter
• Fax
• Appointment
• Task
• Booking Alert
• Approval
• Service Activity
• Campaign Response
Activities Descriptions
• Subject
• Short description of the content
• Date & Time
• Priority
• Owner
• Location if it’s necessary
• In progres or overdue
The system automatically timestamps every
activity and shows who created it. We can scroll
through the activities to see the history as e work
with a customer !
11. ACTIVITY STATUS AND
ACCESS RULES
STATUS:
– Open
– Completed
– Canceled
Access Rules:
The person who created the activity (the owner) has full
access;
The owner can assign the activity to another user;
Once an activity has been recorded as completed, it cannot
be edited or assigned to a new owner.
12.
WORKFLOWS
• help ensure that the right information gets to the right
people at the right time;
• help employees track the steps they have to take to
complete their work;
• to automate redundant tasks;
• to perform operations automatically based on events that
happen in the system.
*) create a set of sequential steps through which an entity,
such as an opportunity, progresses;
*) create a workflow that triggers an email when an
account is created and the scope is set to user,
For personal workflows the SCOPE must be set to “USER”
13. FINDING
DATA
Auto Complete for Lookups
Auto Complete to Populate a Field, using Tab
Quick Find, using Search
Advanced Find, to expand search capabilities:
search by any field or combination of fields;
use wildcard characters, exact strings, and
operators (suchas AND, OR, and NOT);
refine your query by using multiple criteria;
search between related entities and have search
results from both entities appearing in custom
columns;
save Advanced Find queries for future use.
14. DUPLICATE
DETECTION
Ensure data integrity by notifying users about duplicates
Duplicate detection is available when:
When a record is created, updated or tracked, prompts users
automatically before potential duplicate records are saved or
imported.
When CRM for Outlook with Offline Access goes from offline to
online, and synchronize their data. By default, duplicates are not
detected during synchronization.
During data import. we can choose whether to check for
duplicates.
! System administrators can schedule duplicate detection jobs to
run in the background.
