Database Reference
In-Depth Information
demonstration system provides a path to be followed during the learning phase on the CRM. The
system also provides the ability to measure and assess the progress made by the trainees during
such exercises.
2.2.4.4 Implementation Project Management System
This system provides integrated capabilities for monitoring and managing the progress during the
implementation of the CRM. It provides the capability to define the work steps, dependencies,
schedules, estimates on duration and effort, work in progress, work completed, work under test-
ing, and so on.
2.2.5 Miscellaneous
2.2.5.1 Office Automation System
This system provides the functionalities provided by word processors, document formatters,
spreadsheets, and so on. This office automation system is used for recording annotations on
the system or for project management, defining preformatted letters generated by the systems,
and so on.
2.2.5.2 Groupware and Workflow System
This system provides extensive communication between users of the CRM system. More signifi-
cantly, it provides direct interfaces between itself and the mail system in order to inform and alert
concerned personnel about predefined events occurring during processing, like released purchase
orders, dunning notices, and alarms on exceeding credit limits.
This system also provides for broadcasting mail to multiple persons, routing mail in the oper-
ating sequence, triggering reminders at various stages along the workflow, soliciting approvals or
authorizations, and so on.
2.2.5.3 Data Warehouse and Data Analysis System
This system provides for mapping and populating operational data from the CRM tables into
the multidimensional tables of the data warehouse for manipulation and analysis. It provides
advanced tools for detecting data patterns, trends, correlations, and so on within the available data
and prospecting for any significant relationship between data across the organization.
2.3 types of CRM Systems
The CRM ecosystem is comprised of three categories of applications:
1.
Operational CRM
: These applications help the salespeople in becoming more productive
and effective. These include automation software for sales, marketing, and services. These
systems hold transactional level data on individual products, customers, and transactions.
They provide support for customer-facing processes done by direct mail, phone, the Internet,
third-party agents, and field sales. These applications are also referred as the front-office
applications.
