kostopoulou 2.pdf

....

:

:

:

CRM

:

: .

2011

2

. ,

ISOMAT ABEE . , Training Director

INFOLAB ,

. ,

, . ,

.

3

, ,

,

.

. ,

. , , ,

. ,

,

,

.

CRM,

,

.

4

(CRM),

. ,

,

. , ,

. ,

CRM.

CRM CRM. ,

CRM on demand CRM on premise,

, .

, webCRM

. ,

,

.

CRM

, .

, ,

, ,

.

.

5

......2

..3

...4

..5

...7

1 H ...9

1.1 CRM.9

1.2 CRM ....11

1.3 CRM ..13

1.4 CRM.14

1.4.1 .15

1.4.2 ..16

1.4.3 ..17

1.5 CRM.17

1.6 CRM.20

1.7 CRM.23

2 26

2.1 CRM .26

2.1.1 SaaS..26

2.2 CRM..27

2.2.1 27

2.2.2 28

3 CRM .29

3.1 CRM .29

3.2 CRM eCRM30

3.3 CRM on demand/on premise..31

3.3.1 .33

3.3.2 .34

3.3.3 Hosted CRM...34

3.3.4 ...35

6

3.3.5 .......36

3.3.6 ......37

3.4 ASP.....38

3.5 webCRM ...39

4 CRM .....42

4.1 Microsoft Dynamics CRM 2011....42

4.1.1 Microsoft Dynamics CRM 4.0..45

4.2 CRM Analytics...45

4.3 SaaS...46

4.4 SFA ....49

4.4.1 Mobile CRM....50

4.5 Social CRM Oracle....50

5 CASE STUDIES....53

5.1 Isomat ABEE...53

5.1.1 ...53

5.1.2

CRM.....55

5.1.3 ...58

5.1.4 ...58

5.2 Infolab AE....60

5.2.1 .....60

5.2.2

CRM..62

5.2.3 ....63

5.2.4 ...65

...67

....68

7

,

.

, ,

/ ,

.

,

,

. CRM

.

,

.

CRM

, ,

. , CRM

, /

,

. CRM

.

.

.

8

, CRM

,

,

.

(..

, ) ,

.

.

o

CRM ,

(, ., 2008)

9

1

H

1.1 CRM

CRM ,

Customer Relationship Management Customer

Relationship Marketing. , CRM

.

Customer Relationship Management (CRM),

,

. , ,

, ,

(, ., 2004).

CRM

,

- (Jackson, B., 1985).

, : CRM

,

. CRM ,

-

(Gordon, ., 1998).

. , CRM

,

,

10

, , ,

,

,

(Dyche, J., 2002).

CRM , ,

, ,

. - (target

groups)

.

, ,

(customer retention): ,

(, ., 2004).

CRM

, ,

.

(Buttle, F., 2004).

, , CRM

.

, ,

.

, CRM

,

(.. , ).

CRM

front-office, .

CRM

11

/

.

,

. CRM

, CTI (Computer Telephony

Integration), , IVR (Interactive Voice Response),

contact center (, ., 2008).

1.2 CRM

,

. CRM

, CRM

, .

CRM ,

. , CRM

,

(loyalty and trust).

,

, ,

- (, .,

2003).

,

(Relationship Marketing),

,

.

12

, ,

,

,

(, ., 2004).

,

,

. ,

. ,

(, ., 2008).

CRM

.

one-to-one ,

/

. , /,

/

.

, ,

.

:

(, .,

2008).

1, -

CRM

.

13

One-to-many One-to-one

( 1, : , ., 2008)

1.3 CRM

CRM

/,

( ).

, ,

,

.

,

70, 80

90,

.

14

. CRM

,

, .

,

.

,

. CRM

,

(, ., 2011).

1.4 CRM

CRM. , CRM

top-down CRM

,

. CRM

,

,

. ,

CRM bottom-up CRM

. ,

CRM

(Buttle, F.,2004).

15

1.4.1

CRM ,

.

,

,

feedback . ,

,

. ,

.

CRM

, ,

. ,

,

.

, /,

.

CRM,

, ,

.

, CRM

,

.

.

CRM

,

. ,

. ,

. ,

16

, .

1.4.2

CRM ,

,

.

CRM

, , ,

. ,

CRM (frontoffice CRM),

,

call center.

(, ., 2004).

:

.

CRM.

, ,

, ,

. ,

,

, ,

, .

.

.

,

.

.

17

.

CRM .

,

. ,

.

CRM .

,

CRM

.

(, ., 2004).

, CRM

,

.

1.4.3

CRM

,

,

. , CRM

CRM (back-office CRM), CRM

,

.

, CRM,

,

/ . ,

18

CRM ,

.

CRM

,

, data

mining. , CRM

,

. , CRM

.

,

, , ,

(.. ).

, CRM ,

,

.

1.5 CRM

CRM

,

.

,

. . ,

CRM,

.

: , , ,

CRM

(Chen and

Popovich, 2003).

19

,

CRM, (Chen and Popovich,

2003):

(, )

,

CRM,

,

,

CRM.

CRM

,

.

CRM ,

.

, CRM

.

, ,

(, ., 2004).

,

,

.

,

.

,

. ,

20

. ,

.

,

, .

,

.

,

,

, . ,

, ,

.

1.6 CRM

CRM, .

. , ,

(ROI) (..

).

. /

,

, /

, (Strauss et al. 2006).

21

, CRM

(Data Base),

, , , ,

.

, CRM

.

:

;

;

;

;

;

; (, ., 2011)

, email,

,

, , ,

, .

,

, , , , .

,

sms/mails ,

What customers wants.

/

,

. ,

/

.

22

,

CRM

. ,

,

,

. CRM

, :

(, ., 2011)

,

CRM.

emails,

. , INFO

, .

e-mails , CRM,

, .

e-mails

CRM.

, CRM

, ,

.

,

,

(..

) .

23

, CRM

,

.

1.7 CRM

CRM

,

.

,

,

.

, , :

CRM.

,

. , CRM,

,

.

.

CRM,

.

CRM.

CRM.

, .

. ,

,

.

24

CRM. CRM,

, , ,

. , CRM ,

.

.

.

,

.

CRM ..

CRM

. ,

CRM .

,

:

CRM.

CRM.

CRM.

Permission Marketing

CRM.

CRM.

25

.

(, ., 2008)

,

,

. , CRM

.

26

2

2.1 CRM

,

CRM . ,

(CRM)

2011,

Gartner 1500 (IT)

40 .

budgets 2011 2010, 42%

2011 CRM, 39%

36% ERP.

CRM

,

, Hai Hong

Swinehart, Gartner.

2.1.1 SaaS

:

SaaS ( )

customer loyalty management, cross-sell/upsell

. ,

,

SaaS

.

CRM

.

27

. SaaS .

Gartner, SaaS CRM

4 2014,

32% CRM (,

., 2011).

2.2 CRM

, CRM

.

,

CRM

.

2.2.1

CRM,

,

,

,

.

,

.

CRM,

.

28

target group,

,

,

.

2.2.2

CRM,

, :

,

.

,

.

,

.

, CRM,

,

. , , marketing

.

(, ., 2011)

29

3

CRM

3.1 CRM

,

.

CRM

. ,

. , CRM

,

. , , IT

(=Information Technology) ,

, , ,

.

,

,

CRM, .

,

(.. ),

,

. ,

, brainstorming,

,

CRM .

,

, CRM

30

.

3.2 CRM eCRM

,

,

CRM e-CRM,

. , CRM

. , CRM eCRM

. , CRM

,

.

, CRM

. , /

(Kevork and Vrechopoulos, 2006):

: To eCRM

. ,

, .

: eCRM.

software, hardware,

.

: eCRM

.

.

: eCRM .

: eCRM 5 P .

.

31

:

top-management

.

, o CRM, eCRM

,

.

,

, .

,

eCRM

.

3.3. CRM n demand/ on premise

/ ,

CRM on premise outsourcing.

, ,

.

,

,

. ,

,

.

32

,

, outsourcing,

.

, CRM on demand

.

,

.

, :

,

,

-, .

, CRM ,

o hosted CRM on premise CRM. hosted CRM (

on demand CRM CRM

o ASP (Application Service Provider).

n premise CRM, hosted CRM

o IT .

(ROI),

(Interworks Ltd, 2007).

, Nucleus Research

80% hosted CRM ,

ROI . H

n premise CRM

,

(Interworks

Ltd, 2007).

33

,

hosted CRM ,

. ,

,

hosted CRM .

3.3.1

, ,

.

, ,

. ,

.

,

.

,

. ,

,

. ,

, /

.

34

3.3.2

Forrester,

CRM $74 . 2007. CRM

$21 . ,

$53 . ,

CRM

(

) (Interworks, 2007).

,

. CRM

11% 2007, hosted CRM

, ,

CRM ,

hosted CRM

(Interworks, 2007).

3.3.3 hosted CRM

hosted CRM ,

.

, Interworks:

: hosted CRM

,

, on premise

12 . , on demand ,

.

: hosted

, on premise

. ,

35

, hosted

.

: hosted CRM ,

servers.

:

.

hosted CRM

,

Data Center . ,

hosted CRM , ,

.

3.3.4

,

,

.

.

online

, CRM ERP.

, , ,

.

,

CRM.

CRM

(, .,

2008).

36

3.3.5

on premise CRM

$800 ,

.

hosted CRM $50 .

Gartner Inc.

on premise CRM , 80%

,

.

.

Gartner Inc., 2010 hosted CRM 10-13%

on premise 5

.

CRM ,

, hosted CRM

. :

:

(hardware),

CRM .

: CRM ,

.

hosted ,

IT

(help desk) .

:

, on demand CRM

on premise .

: CRM

. ,

37

hosted CRM

,

(Interworks, 2007).

, 2,

.

ON PREMISE CRM ON DEMAND CRM

( 2, : nterworks Ltd, 2007)

3.3.6

, hosted CRM

,

.

Tim Hickernell, Senior Analyst Info-Tech Research Group:

, .

, marketing ,

On Demand On Premise, ,

(nterworks Ltd, 2007).

38

3.4 ASP

(ASP) Application Service Provider

.

,

ASP

. ASPs

,

,

. , ASPs

(data centers)

.

, ,

, ,

.

, CRM

ERP , ASP ,

, .

ASP,

ASP

/ , ,

.

ASP ,

,

. ,

.

39

,

,

.

:

backup - ,

.

,

.

ASP

,

. H

.

, ASP ,

, .

,

.

3.5 webCRM

webCRM Interworks.

,

CRM

.

webCRM

(databases)

40

.

, .

,

, , ,

,

(online) (offline)

intranet.

, webCRM Interworks

, ,

CRM ().

,

,

,

, .

,

.

, . ,

,

.

,

webCRM, :

41

, webCRM

,

.

42

4

CRM

4.1 Microsoft Dynamics CRM 2011

Microsoft Dynamics CRM

2010

,

:

Microsoft Office. Microsoft Dynamics

CRM 2011 Office 2010

- Microsoft Dynamics CRM

Online Microsoft Office Outlook. ,

,

Microsoft Dynamics CRM Office 2010.

. Microsoft Dynamics CRM 2011

,

.

, Microsoft Dynamics CRM. ,

, ,

.

,

, .


. ,

- . ,

, .

43


, .

.

.

.

Microsoft Dynamics CRM 2011,

,

.

.

Office Outlook. Microsoft Dynamics CRM 2011

Microsoft Dynamics CRM Microsoft

Office Outlook CRM Office Outlook.

Outlook, ,


Outlook.

.

Microsoft SharePoint Server 2010, ,

. Microsoft Dynamics

CRM 2011

.


,

. ,

, .

.

,

44

. ,

,

.

.


(Cloud Computing).

Windows Azure

Microsoft Dynamics CRM Online

, Microsoft Visual Studio. ,

Microsoft .NET Framework 4.0

Microsoft Silverlight, Windows Communication Foundation .NET Language

Integrated Query (LINQ) .

Microsoft Dynamics CRM 2011


.


,

. ,

.

Microsoft Dynamics Marketplace. Microsoft Dynamics Marketplace

,

Microsoft Dynamics CRM.

Microsoft Dynamics Marketplace Microsoft

Dynamics CRM 2011,

.

, Microsoft Dynamics

CRM 2011 .

45

,

.

4.1.1 Microsoft Dynamics CRM 4.0

Microsoft Dynamics CRM 4.0,

CRM. Microsoft Dynamics CRM

.

, , , .

, Microsoft

Dynamics CRM .

,

.

, Microsoft Dynamics CRM

,

Microsoft , ,

Business Solutions Microsoft (, ., 2008).

4.2 CRM Analytics

CRM .

.

,

. , ,

, .

,

CRM Analytics,

BI (Business Intelligence). To

.

46

, CRM

,

. ,

.

, CRM

Analytics,

, .

, BI

CRM Analytics,

,

. ,

.

,

, transactions

(operational) (.. ,

, , ).

, . , ,

,

(, ., 2008).

4.3 SaaS

SaaS (Software as a Service)

.

,

, hardware software . ,

47

internet, On Demand Web

Based On line .

Interworks, Microsoft S+S Incubation Center,

SaaS . ,

Microsoft Hosted Communication Services (Hosted Exchange, Hosted Sharepoint

Services, Hosted Office Communications Server, Live Meeting, Hosted

Office). SaaS ISVs

Microsoft S+S Incubation Center. ,

, ,

. SaaS

(Interworks, 2010).

SaaS

,

.

, Interworks:

. SaaS

, , ,

. ,

, SaaS

.

. ,

. ,

SaaS . - SaaS

IT ,

hardware, software

No Vendor Lock-in. , SaaS

,

.

.

, ,

.

48

, SaaS

, ,

.

,

.

, SaaS

.

SaaS

ERP, CRM, e-mail, ,

. SaaS

Data Center.

SaaS

,

.

SaaS ,

. SaaS

.

SaaS ,

, Microsoft

Software + Services Incubation Center Interworks

SaaS

portfolio . SoftOne

business

software SaaS (, . , 2009).

49

4.4 SFA

SFA (Sales Force Automation)

CRM,

. , SFA

,

.

.

SFA, , CRM

. ,

VPN, IP .

PDAs,

smartphones, , barcode scanners POS.

. , tablet

PCs ,

,

. ,

, PDAs BlackBerry.

(software) ,

.

,

,

.

Regate

BlackBerry,

(..

, ) . , BlackBerry

, ,

,

,

50

email,

.

4.4.1 Mobile CRM

, Mobile

CRM .

mobile smart devices disconnected laptops

.

,

smartphones Web

2.0.

Mobile Sales iPhone,

Oracle, , Business

Solutions Division Manager UniSystems (, ., 2008).

4.5 Social CRM Oracle

Oracle

,

CRM. ,

, Social CRM .

,

,

.

Social CRM Oracle (Sales Prospector

Sales Campaigns, Sales Library, Mobile Sales Assistant)

51

(, ., 2008).

Social CRM

,

.

Social CRM

, Social CRM

. ,

, Social CRM

.

Social CRM ,

, ,

,

.

(Greenberg,

P., 2009).

Social CRM

. ,

, . , news

feed

(Ferguson, D., 2011).

, Oracle

, Social

CRM. , Oracle

, ,

.

3 Social CRM.

52

. ,

, :

( 3, : zdnet, 2008)

,

Oracle CRM. ,

, Gartner, Inc. Oracle

Strong Positive CRM

MarketScope for Local Government CRM

Products. , Gartner , Oracle,

Strong Positive

, . , Oracle

Gartner, Inc. Leaders

2011 Magic Quadrant

for Corporate Performance Management Suites (Techpress, 2011).

53

5

CASE STUDIES

5.1 Isomat ABEE

5.1.1

ISOMAT .... 1980 building

quality

.. .

,

.

. , 6

:

&

&

&

8 , :

Logistics

54

282 ,

45 , 80

.

1500 , ISOMAT

.

20 ,

,

. ,

, ISOMAT

ROMANIA S.R.L., ISOMAT INTERNATIONAL E.O.O.D. ISOMAT D.O.O. .

ISOMAT

,

, :

, . ,

,

CRM

, ERP (=Enterprise Resource Planning) WMS (=Warehouse

Management System)

, ,

, ISOMAT

ISO 9001.

, ISOMAT

, . ,

.

2007, 200% 1500

.

.

, ISOMAT

.

55

, ,

,

. Warehouse

Management

,

.

, ISOMAT

.

, ,

. 801-11-150-150

ISOMAT ,

e-mails ,

, ,

.

ISOMAT

, www.isomat.net.

5.1.2

CRM

. ,

- ,

.

, ISOMAT

,

. 2009

56

8,35%, 2010

.

. ,

,

,

.

.

, ISOMAT

MOMENTOUS, .

, ISOMAT - CRM,

. , MOMENTOS customise

, ISOMAT,

ISOMAT ACTION.

, MOMENTOS

2010

,

. CRM

, ERP

. ,

CRM, ,

ON LINE .

,

: ,

, ,

.

. ,

57

, , (..

30/)

.

, .

. ,

,

,

.

CRM,

,

(.. 6 /). ,

. ,

.

, ,

.

, (

, , ).

, ,

ISOMAT

.

,

ERP ,

.

,

.

, online

,

58

,

. ,

CRM

,

,

.

5.1.3

,

CRM,

. ,

,

. ,

, .

ISOMAT

-

VODAFONE

COSMOT. ,

CRM.

5.1.4

,

CRM,

, ,

. , CRM

, ,

.

59

, CRM:

,

, .

,

.

.

, .

, ,

.

,

.

,

CRM.

,

.

.

,

.

,

CRM ,

.

60

5.2 Infolab

5.2.1

INFOLAB 1995

100.000 .

, o 2009.

INFOLAB , :

16

50

200

400

3.500

12.000

8.000

100.000

Microsoft, PeopleCert, Cisco, ACTA, Vue, Prometric, Certiport ,

Measure Up . 16 ,

INFOLAB :

, ,

.

(e-learning).

,

' (Blended learning).

61

, ,

, , , ,

, , ,

.

, .

INFOLAB

.

, INFOLAB,

.

.

:

,

. ,

,

.

,

, .

, INFOLAB ,

,

62

& .

, :

: ,

,

:

GMAT - GRE

: INFOLAB

Pearson VUE, Prometric, People Cert (ECDL), ACTA, Infotest

.

: INFOLAB Microsoft Gold Certified Partner,

Microsoft.

,

INFOLAB,

. , e-learning,

lended learning, e-learning Virtual

Class, e-learning .

5.2.2

CRM

, Infolab

,

.

63

,

,

,

. customer ,

. ,

.

,

, .

, 2004 Microsoft CRM 1.2 .

,

,

, Infolab

. ,

Microsoft, CRM Dynamics 4.0.

, ,

CRM

.

5.2.3

, ,

.

,

,

, . ,

.

After

Sales Support,

64

. ,

,

,

, .

/

Infolab,

, . ,

,

.

, CRM

,

.

,

,

. ,

, Infolab

( feedback)

.

Infolab .

, ,

,

,

.

,

. ,

, mail

.

65

5.2.4

, Infolab

,

.

, . ,

CRM, Infolab

, ,

. , CRM:

. ,

(..

mail ).

,

.

(.. Social Media). ,

.

(After Sales Support),

.

, .

, :

;

.

, ,

CRM . , Infolab

67

, CRM

.

CRM. ,

CRM

,

.

,

,

.

,

CRM

,

.

, ,

CRM, Tim Bajarin, Patrick Bultema Barton

Goldenberg CRM

(Goldenberg, B., 2008).

Future of CRM: The digital Client

68

. , (2003)

, : . , . 223

. , (2008)

, :

, (2008) (eCRM) -

\ , :

.

. , (2004) -

, :

Barton J. Goldenberg, (2008) CRM in Real Time - Empowering Customer

Relationships, USA: Copyright2008

Buttle Francis, (2004) Customer Relationship Management - Concepts and Tools,

Elsevier Butterworth Heinemann, UK, pp. 39-40

Buttle Francis and Bowie David, (2004) Hospitality marketing: an introduction,

Elsevier Butterworth Heinemann, UK

Dyche Jill, (2002) The CRM handbook: a business guide to customer relationship

management, Addison Wesley, USA

Jackson . Barbara, (1985) Winning and keeping industrial customers: The dynamics

of customer relationships, Lexington Books, USA

69

Ian H. Gordon, (1998) Relationship Marketing-New strategies, techniques, and

technologies to win the customers you want and keep them forever, John Wiley &

Sons Canada, USA

Injazz J. Chen, Karen Popovich, (2003) Understanding customer relationship

management (CRM): People, process and technology, Business Process

Management Journal, Vol. 9 Iss: 5, pp.672 688

Kevork Eleni K. and Vrechopoulos P. Adam, (2008) International Journal of

Electronic Customer Relationship Management, Issue: Volume 2, Number 4,

Pages: 376 417

Paul Greenberg, (2009) CRM at the speed of light-Social CRM Strategies, Tools and

Techniques for engaging your Customers, McGraw-Hill, USA, pp. 34-37

http://el.wikiversity.org/wiki/Customer_Relationship_Management_Systems

_%28CRM%29

http://www.neo2.gr/c/document_library/get_file?folderId=27993&name=DL

FE-701.pdf, (2008), CRM the new generation, .

magazine- , 87, 29-49

http://www.regate.gr/content.asp?pid=58

http://www.interworks.biz/whatissaas.el.aspx

http://blog.softone.gr/archives/2011/02/28

http://blog.softone.gr/archives/2011/04/20

http://www.pinkfishdesign.gr/site/articles/crm/crm-kai-o-rolos-toy-stin-

epixeirimatiki-drastiriotita-mias-epixeirisis

http://www.pinkfishdesign.gr/site/articles/crm/ta-pleonektimata-toy-crm

http://www.pinkfishdesign.gr/site/articles/crm/crm-kai-i-aksia-mias-basis-

dedomenon

http://www.bizhelp365.com/index.php?option=com_content&view=article&i

d=137%3Acrm1&catid=23%3Amarketing-small-business&Itemid=23&lang=el

http://www.dvdnet.gr/product.asp?id=9

70

http://www.eeei.gr/interbiz/articles/ecrm.htm

http://news.kathimerini.gr/4dcgi/_w_articles_economyepix_2_04/10/2003_

79332

http://www.go-online.gr/ebusiness/specials/article.html?article_id=1126

http://www.interworks.biz/SiteResources/data/MediaArchive/files//White%

20Papers/%CE%9F%CE%B4%CE%B7%CE%B3%CF%8C%CF%82%20%CE%91%C

E%B3%CE%BF%CF%81%CE%B1%CF%83%CF%84%CF%8E%CE%BD%20CRM.pd

f

http://www.interworks.biz/webcrm.el.aspx

https://rc.crm.dynamics.com/rc/2011/el-gr/on-

prem/5.0/whatsNewCRM5.aspx

http://www.interworks.biz/whatissaas.el.aspx

http://www2.softone.gr/el/news/item/405

http://www.regate.gr/content.asp?pid=58

http://www.techpress.gr/index.php/archives/40450

http://www.techpress.gr/index.php/archives/37911

http://www.zdnet.com/blog/projectfailures/reaching-for-social-crm-success-

or-failure/11415?tag=btxcsim

http://www.oracle.com/us/corporate/profit/features/121410-socialcrm-

195688.html

http://www.zdnet.com/blog/projectfailures/oracle-innovates-with-social-

crm/1031

http://blog.softone.gr/archives/author/pai/

kostopoulou 2.pdf

Documents