Active Matrix Networks provides consulting  and development services for organizations who are interested in building customer requirements and relationship building into their sales and operations process. We have extensive experience with ACT, SalesLogix, Outlook/Exchange integration, Siebel, and SAP, plus voice communications and unified messaging.

What is CRM?

Customer Relationship Management, or CRM, is a series of methodologies, strategies, software, and other web-based capabilities that help an enterprise organize and manage customer relationships. CRM provides databases and processes which lead to enhanced or expanded customer relations, and is most effective when it is utilized by all departments in concert. A core organizing idea for CRM is to have the same information available to all in the company so that every product or service need of the customer is met. CRM implies that everyone in the enterprise is focused on the customer.

A sample CRM process might include 1) executive and marketing officials explore existing customer records to create a new product or service2) a marketing department runs an outbound campaign about the new product or service to existing and potential customers 3) all information about which customers were contacted and the specifics on the marketing program are available to sales staff for follow up or lead generation4) customer service representatives are provided with access to information about the initiative in order to answer any queries about the new offering5) operations support staff are made aware of the new product or service (and who it was offered to)6) specific sales figures about which of the intended customers actually purchased it is fed back to both sales and executive staff7) sales figures are used to tweak the new product or service offering and/or create new opportunities8) return to step one Why is CRM ImportantWith the advent and rapid adoption of new communications technologies, customers expect constant and consistent access to a company through e-mail, phone, faxes and Web sites. Customers demand immediate response with a personalized touch. Meeting their needs puts new demands on the enterprise. Since traditional ERP applications did not include a customer management aspect, CRM is a logical next step. Technology has matured to the point where it's possible to put customer information from all over the enterprise into a single system. CRM allows companies to gather and access information about customers’ buying histories, preferences, complaints, and other data so they can better anticipate what customers will want. Key benefits of CRM include:Improved customer service through greater awareness of customer patterns and likely service requestsFaster response to customer inquiries Increased efficiency through automation Deeper understanding of customersIncreased marketing and sales opportunities Identifying the most profitable and least profitable customers for special incentivesIdentifying customers for up-sell and increased marketingReceiving customer feedback that leads to new and improved products or services Obtaining information that can be shared with business partners. Market Leaders Top vendors of CRM software include Siebel Systems, SAP, SAS, Clarify/Nortel Networks, PeopleSoft, Oracle, Microsoft, as well as smaller, but just as competitive CRM players, such as SalesLogix, Unica, Onyx Software, Pivotal, E.piphany, Kana, and Silknet Software.In the growing segment of CRM professional services, market leaders include Accenture, Art Technology Group, Cambridge Technology Partners, CSC, Deloitte Consulting, EDS, eLoyalty, Cap Gemini Ernst & Young, IBM Global Services, KPMG Consulting, and PricewaterhouseCoopers. How Would CRM Fit With Technology and Investments Already MadeA CRM application is best when positioned and deployed in concert with existing enterprise applications, and deployed with an enterprise resource planning software package (ERP). A new CRM application should provide an intuitive interface into some existing data. It should additionally provide additional feature enhancements for specific departments and provide ease of use for users across multiple tiers of the enterprise.Additionally, an investment in unified messaging environment such as Microsoft Exchange server is beneficial. Any CRM investment should leverage this communications tool for enhanced productivity.Close integration with voice communication systems and the CRM application is also beneficial. Phone reporting, call routing, and phone based information and automation should be closely integrated with a CRM investment. ConclusionThe process of readying and deploying a CRM system is imperative to any emerging SMB (small to medium business), but it can be difficult and expensive. Businesses can best manage their investment by clearly identifying business logic, workflows, and by identifying which existing software and hardware will support the CRM process. This process typically involves integration and interaction between all business units. The core goal is to improve customer service and customer responsiveness. Workflows need to be well documented and new software needs to be purchased and tailored to planned and existing business processes.