| CRM software normally consists of
functions such as contact management, sales force automation, campaign
and marketing automation, customer services and so on. You will
see dozens of these customer relationship management applications
on the markets. However, once you have purchased CRM Master Key,
you will benefit from a project management software tool that provides
a business payback focused framework. So it is designed to help
you develop and implement solutions – whether they involve
technology or not.
The CRM Master Key does not describe the ever progressing technical
details of how to implement each vendor's offerings. That would
be pointless and crazy because each vendor knows their applications
better than anyone else and there is no shortage of technical expertise
for each. What the CRM Master Key product offers is a business value
adding framework which the technical specifics can be fitted into.
The one thing that must be remembered is that buying customer
relationship management software does NOT guarantee high payback
and success by itself. What is needed is a holistic approach to
its project management – see Solutions.
Listed below are the major components of CRM software:
Marketing Functionality
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Customer Data offerings |
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Marketing Content |
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Interactive Marketing |
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Campaign Planning & Management |
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Personalization |
Sales Functionality
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Opportunity, Territory and Account Management
(Sales Force Automation) |
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Interactive Selling |
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Selling Channel Partner |
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Contact Centre and Telesales |
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Sales Compensation |
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Point of Sale & Merchandising |
Customer Service & Support Functionality
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Personal and Shared Diaries |
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Reminders |
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Contact Notes |
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Contact Lists / Actions |
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Field Service Dispatch |
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Complaints Management / Problem Resolution |
Interaction / Call Centre Telephony
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Universal Queue Management and Portal Systems |
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Automatic Call Distribution (ACD) |
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Computer Telephony Integration (CTI) |
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Caller Line Identification (CLI) |
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Interactive Voice Response (IVR) |
Customer Analytics
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Slicing & Dicing |
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Data Mining |
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Predictive Modeling |
Other IT Applications
The following application types are offered within some CRM suites
as a means of extending the usefulness of the overall product.
| |
Workflow & Agent Engine |
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Knowledge Management Systems |
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Content Management Systems |
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Document Management Systems |
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Enterprise Application Integration (EAI) |
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Application Service Providers (ASP) |
E-CRM
Web site based features can include all the other marketing, sales,
customer services, telephony, analytics functions as well. Specific
web features choices include:
| |
Co-browse |
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Co-chat |
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Call back button |
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Site personalization |
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Self-service account management |
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E-mail management |
| |
E-zines |
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