Introduction to Busniess Central
 (Customer Relationship Management)
Ing.J.Skorkovský,CSc.
MASARYK UNIVERSITY BRNO, Czech Republic
Faculty of economics and business administration
Department of corporate economy

CRM – Customer Relationship Management
•PROs
–It enables us to keep track of all prospective customer (suspects and prospects)
–Improve sales and marketing service
–The company can promote the work it has done for its customers to approach prospects
•CONs
–CRM software may not integrate well with other email and accounting systems
–Another disadvantage to a newly implemented CRM software is the learning curve.
–
–
•

CRM – Customer Relationship Management
•Relationship management is a customer-oriented feature with service response based on customer
input, one-to-one solutions to customers’ requirements, direct online communications with customer
and customer service centers that help customers solve their issues.
•Salesforce automation
–Sales promotion analysis
•Advertising
•Personal selling
•Direct marketing
•Public relations
–Automate tracking of a client’s account history
–Use of technology (ERP->MS Dynamics NAV)
•Opportunity Management (see an extra picture related to so-called Business Rainbow)

Market leaders (home study)
figures in millions of US dollars
Source:
Although the table is somewhat old-fashioned, I can confirm that the importance of CRM is growing
at an extreme pace

Customer (Vendor)-Contact Cards
Customer card
Contact card 1
Opportunity 1
Sales Cycle stages
Contact card 2
Opportunity 2
Sales Cycle stages
Contact card 3
Opportunity 3
Sales Cycle stages
Interactions
Interactions
Interactions
Creation of Customer Card
Lost
Lost
WIN

Customer
Vendor
Contact
Card
Profile (Contact properties)
Customer Ledger
       Entries
ABC (Pareto)
Analysis
Salesperson
Interaction
Log
Entries
Statistic :
Costs/Revenue
(To-Do)
Opportunity
Sales Cycle
Stages
To-Do
Card
Assigned
activities
Activity
code
Partial Activities
Meeting /Telephone call
Interaction Log
Entries
Statistics:
Interactions,
Sales Cycle stages,
Deal chances, Values,..
Stage number
Activity
[USEMAP]
Partially  for  MPH_AOPR   - read frame only




Contact cards
§Contact card- company->Customer (Vendor)
§Contact card- person -> Customer (Vendor)
§Contact Character– profiles, technologies,..
§Interactions (driven mostly by wizard) – telephones , meetings, presentations
§Business Opportunities (estimated close date and value, probability,.. )
§Sales Cycles activities (stages)
§Customer Card creation from Contact card using templates
§Quotes assigned to Contact cards
§Interaction log entries
§
§

List of contact



Contact card – company -  (Header of the contact card)
 Eric Clapton
Luciano Pavarotti
Paul McCartney
Contact  persons type cards
Company Contact Card

Customer card->Contact card (relationship)
Contact Card
Another option for accessing
contacts from the customer card

Contact  cards
Person card
Company card
See next slide

Questionnaire Setup I



Questionnaire Setup II
 You enter this in by yourself


Contact Card (CC) – type=Company
Profile
 How to edit and edit profile from one CC ->Related->Contact->Profiles

Contact Card- Person
Profile


Contact Card- Company-new person
 (created from Company card)
See profile settings

Two ways how to access profile of the Contact Card



Contact Card- Company-new person – profile I



Contact Card- Company-new person – profile II



Pareto analysis explanantion
Customer 1
Customer 2
Customer 3
Contact  1
Profile - A
Contact 2
Profile - B
Contact 3
Profile - C
Customer Ledger Entry 1000
Customer Ledger Entry 800
Customer Ledger Entry 90
Customer Ledger Entry 70
Customer Ledger Entry 20
Customer Ledger Entry 4
1800
160
24
Sales from 1000 and above -> A
Sales from 100 to 999S -> B
Sales from 0 to 99 -> C

Questionaire  modification-creation



Pareto analysis-see extra example material



Pareto analysis –specification of questionnaire
There will be either A, B or C


Pareto analysis –specification of questionnaire
Next, you need to specify the Details of the question
that will then be automatically evaluated

Pareto analysis –specification of questionnaire
 We will analyze the sales amounts that are part of Customer Ledger Entries
 five years backwards (-5Y) and end the analysis in the current month (CM)

Pareto analysis –specification of questionnaire
Values of limits are entered manualy !!!!!!
Click

Pareto analysis – specification of questionnaire



Pareto analysis –specification of questionnaire
Open contact card


Pareto analysis – specification of questionnaire



End of the section






New interaction- use of wizard



Interaction log entries



From searching window
Another CRM area : Opportunity


 Opportunity  structure
See next slide


Sale Cycle Stages



Opportunity creation



Opportunity creation
Next stage is dependent on a new document creation


Opportunity creation-  new stage



Opportunity creation – after Sales Quotation



Opportunity creation – after Sales Quotation
Next update


Opportunity creation – closing



Opportunity successfuly processed







Personal profile creation (from Contact card OR Search window)



Personal profile creation
You have to EDIT Questionnaire ->


Personal profile creation



Personal profile creation
Click


Personal profile creation



Personal profile creation – back to setup