Page 188 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Unit 7: Electronic-CRM

(h) Territory assignment and management Notes
(i) Expense reporting.
Sales configuration applications go hand in hand with SFA applications, which allow
application users, to assemble product components into finished goods. Rules are
programmed into configuration applications and are abstracted from the user. Sales
configurations are suitable for Web because users need not have a technical background to
assemble products. Unassisted web sales capabilities enable customers to select and
purchase products or services via the Web.
2. Marketing Applications: They form the newest breed of applications in the CRM space.
These applications complement SFA applications and provide certain capabilities unique
to marketing. Common applications include the following:
(a) Web-based/traditional marketing campaign planning, execution and analysis
(b) Collateral generation and marketing materials management

(c) List generation and management
(d) Budgeting and forecasting
(e) A marketing encyclopaedia (a repository of product, pricing and competitive
information)
(f) Lead tracking, distribution and management
Marketing applications primarily aim to empower marketing professionals by providing
a comprehensive framework for the design, execution and evaluation of marketing
campaigns and other related activities. For example, a successful marketing campaign
typically generates a qualified sales lead that needs to be distributed to sales professionals
who need to act upon them.

!
Caution Marketing automation and SFA automation are complementary. It is essential to
realise that SFA and marketing applications play different role in the customer fulfilment
life cycle.
3. Customer Service and Support Applications: These applications have gained a major
importance for effective customer retention and in many cases profitability depends on
providing superior service. These applications are typically deployed through a call center
environment or over the Web for self-service, and allow organisations to support the
unique requirements of their customers with greater speed, accuracy and efficiency.
Common applications include:

(a) Customer care
(b) Incident, defect, and order tracking
(c) Field service

(d) Problem and solution database
(e) Repair scheduling and dispatching
(f) Service agreements and contracts
(g) Service request management

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