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FTU 2024 Chap 7-1 CRM Technologies and Business Systems

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41 views19 pages

FTU 2024 Chap 7-1 CRM Technologies and Business Systems

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k61.2213570034
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CRM Technologies and Business Systems

CUSTOMER RELATIONSHIP MANAGEMENT

Professor Constant Cheng, PhD


2025
Learning Objectives

1. Introduction of CRM technologies


2. CRM Software and Platforms
3. Integration with other business systems
4. Cloud based CRM solutions and deployment models
5. Security and compliance in cloud-based solutions
Introduction of CRM technologies

Evolution of CRM Technologies:


1.Early 1990s: Focus on contact management with basic customer databases.
2.2000s: Emergence of cloud-based CRMs like Salesforce, enabling remote
access and scalability.
3.Today: Advanced AI-powered CRMs like HubSpot and Zoho offer predictive
analytics, automation, and omnichannel integration.
Key Tools:
• Salesforce: Comprehensive CRM for sales, service, and marketing.
• HubSpot: Inbound marketing and sales CRM.
• Zoho CRM: Affordable solution with customization.
• Microsoft Dynamics 365: CRM and ERP integration.
Impact: CRM technologies empower businesses to create personalized
experiences, improve customer retention, and optimize resource allocation.
Types of CRM software I

Operational CRM
•Focus: Streamlining business processes related to customer interactions.
•Features:
• Marketing Automation (e.g., campaign management).
• Sales Automation (e.g., lead management).
• Service Automation (e.g., customer support).

•Example Tools: Salesforce, Zoho CRM.


Salesforce
https://www.youtube.com/watch?v=TUXh42V_ng4
Salesforce is a cloud-based customer relationship management (CRM)
platform that helps businesses manage customer data, sales, and marketing. It
also allows you to integrate with other platforms.

https://eshopsync.com/8-leading-salesforce-integration-tools/
Types of CRM software II

Analytical CRM
•Focus: Data analysis for better decision-making.
•Features:
• Customer segmentation.
• Predictive analytics.
• Sales forecasting.

•Example Tools: SAP CRM, Microsoft Dynamics 365.


Microsoft Dynamics 365
is an integrated suite of enterprise resource planning (ERP) and
customer relationship management (CRM) applications.
It combines various functions such as sales, customer service, field service,
operations, finance, marketing, and project service automation into a single platform.
Types of CRM software III

Collaborative CRM
•Focus: Enhancing communication across teams and with customers.
•Features:
• Shared customer databases.
• Integration of communication channels (email, chat).
• Partner relationship management.

•Example Tools: HubSpot, Freshworks CRM.


Key Benefit: Tailored CRM type aligns with specific business needs to
improve customer relationships and operational efficiency.
•.
Hubspot provides a centralized platform where sales, marketing, and
customer service teams can access and share customer information,
allowing for seamless collaboration across departments and improving
overall customer experience by eliminating data silos; essentially,
everyone can work together on the same customer data within one
system
CRM Integration with Business Systems

Key Advantage:

CRM integration creates a centralized ecosystem,


enabling businesses to deliver consistent and
personalized experiences, improve efficiency, and
drive growth.
CRM Integration with Business Systems I

1. Integration with ERP (Enterprise Resource Planning)


•Purpose: Align front-end customer data with back-end operational
processes.
•Benefits:
• Unified customer and inventory data.
• Streamlined order processing and invoicing.
• Enhanced supply chain management.

•Example: Salesforce integrating with SAP ERP for real-time inventory


updates
CRM Integration with Business Systems II

2. Integration with E-Commerce Platforms


•Purpose: Connect customer relationship management with online sales
channels.
•Benefits:
• Personalized product recommendations.
• Automated cart recovery and follow-ups.
• Unified customer purchase history.

•Example: HubSpot integrated with Shopify for seamless marketing and


sales tracking.
CRM Integration with Business Systems III

3. Integration with Marketing Automation


•Purpose: Optimize marketing campaigns and customer engagement.
•Benefits:
• Targeted email campaigns based on CRM data.
• Lead scoring and nurturing.
• Real-time analytics on campaign performance.

•Example: Zoho CRM integrated with Mailchimp for automated email


workflows.
Advantages of Cloud-Based CRM Solutions

•Accessibility: Anytime, anywhere, on any device.


•Cost-Effective: No infrastructure; subscription-based pricing.
•Scalable: Easily adapt to business growth.
•Automatic Updates: Always access the latest features.
•Integration: Seamlessly connects with ERP, e-commerce, and marketing
tools.
•Collaboration: Centralized data for real-time teamwork.
•Security: Enterprise-grade encryption and backups.
Key Benefit: Flexible, affordable, and adaptive for modern business needs.
CRM Deployment Models I

1. On-Premises CRM
•Hosted Locally: Installed on the company’s servers.
•Benefits: Full control over data and customization.
•Challenges: High upfront costs and maintenance requirements.
CRM Deployment Models II

2. Cloud-Based CRM
•Hosted Remotely: Accessible via the internet.
•Benefits: Scalable, cost-effective, and accessible anywhere.
•Challenges: Dependence on internet connectivity.
CRM Deployment Models III

3. Hybrid CRM
•Combination: Mix of on-premises and cloud solutions.
•Benefits: Flexibility and tailored data management.
•Challenges: Complex implementation and integration.

Key Insight: Choose the deployment model that aligns with your organization’s
security, cost, and accessibility needs.
Security and Compliance in Cloud-Based CRM Solutions

1. Data Security
•Encryption: Protects data in transit and at rest.
•Access Controls: Role-based permissions to limit access.
•Regular Backups: Ensures data recovery during failures.

2. Compliance
•GDPR: Adherence to European data protection standards.
•HIPAA: Ensures healthcare data confidentiality.
•ISO 27001: Global standard for information security management.

3. Vendor Practices
•Regular security audits and vulnerability assessments.
•Multi-factor authentication (MFA) for enhanced login security.

Key Takeaway: Cloud-based CRM providers prioritize robust security measures


and regulatory compliance to safeguard customer data and ensure trust.

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