The whole of Microsoft Dynamics CRM is designed around the following functional modules.
- Service management
These functional modules are often referred to as Work Zones .
Understanding CRM Functional Modules
The whole CRM application is
All these three functional modules come together to drive the entire life cycle of winning a new customer (Marketing), selling them services (Sales) and maintaining keyexisting clients (Service Management).
For comtake this better, think of a bank that sells credit cards to its customers. The typical life cycle of selling a credit card to a customer would be as follows. At each stage of this lifecycle, you will see how the Sales, Marketing and Service modules fulfill their role.
Sales and Marketing - The head of the bank's call center office receives data from potential customers; often referred to as Leads in CRM. These leads are captured in the CRM system through marketing campaigns, sales campaigns, referrals, etc.
Sales - The call center manager communicates with these prospects either by phone calls / emails / etc. If the customer is interested in the credit card offer, the lead record will be converted to an opportunity record (lead won).
Service - Once a customer becomes part of the system, the company would help them with paymentsents, invoicing, refunds, etc. Whenever the customer has any questions or concerns, they will call the call center and report incidents. The executive will follow up to resolve the case with the goal of providing quality service to the customer. These tasks fall under the management of CRM services.
Navigating the CRM work areas
Step 1 - Open the CRM home page.
Step 2 - By default you will see the Sales work area as selected.
Step 3 - To change the work area click on the Show Work Areas option. You will see the options for selecting Sales, Service and Marketing .
Step 4 - Click on Sales. This will show you all the entities that fall under sales such as accounts, contacts, leads, opportunities, competitors , etc. Each of these entities is categorized by their business process such as My Work, Customers, Sales, Warranties, etc. p>
Step 5 - Likewise, if you click on the Marketing workspace, you will see tall the entities linked to the commercial functions of Marketing.
The CRM sales module is designed to drive the entire sales lifecycle of a new The Sales module consists of the following sub-modules -
Leads - Represents a person or organization who can be a potential customer from business to business future. This is the first step towards integrating a potential customer into the system.
Opportunities - Represents a potential sale to the customer. Once a prospect shows interest in the offer, he becomes converged with an opportunity. An opportunity will be won or lost.
Accounts - Represents a company with that the organization has a relationship with. Once an opportunity is won, it is converted into an account or contacts.
Contacts - Represents a person or any person with which the organization has a relationship. Most of these contactsare the customers of organizations (for example, all credit card customers of a bank). Once an opportunity wins, it is converted to an Account or Contacts.
Competitors - Manages all competitors in the organization market.
Products - Manages all products offered by the organization to its customers (example, all credit card plans).
Quote - A formal offer of products or services offered at specific prices sent to a potential customer (example, annual price of a certain credit card plan sent to the client).
Orders - A quote that is accepted by the customer turns into an order (example, among all the plans that the organization offers you, you can opt for a subion of 6 months).
Invoices - An invoiced order generates an invoice.
The Marketing module of CRM is designed to drive allu marketing process of an organization for its existing and potential customers. The Marketing module consists of the following sub-modules -
Marketing Lists - Provides a way to group your contacts, accounts, and leads and interact with them through the sending promotional emails, event details, newsletters and other relevant updates to target customers. You can define the criteria to create your marketing lists (example, contacts aged between 25 and 35).
Campaigns - Campaigns are designed to measure effectiveness and achieve a specific result, such as introducing a new product or increasing the market share and may include
Quick Campaigns - A Quick Campaign is similar to a Campaign, but it can only be linked to one type of Activity.
All of the above Marketing Modules work in close coordination with the Sales Module.
Service Management Module
The CRM Service Management Module is designed to focus, manage and track the customer service operations of an organization such as Support of incident-based services, customer support using service planning, etc.
The service management module covers the following sub-modules -
Cases (incidents) - Support all customer inquiries, issues or complaints to be followed up via incidents / cases. A case goes through different stages of a problem-solving process, and then is finally resolved and closed.
Knowledge Base - Maintains a master repository for all common questions and answers the customer frequently asks.
Contracts - The contrats work with cases showing all active contracts the client has.
Resources / Resource Groups - Represents the people, tools, rooms or equipment used to provide a service. These resources can be used to resolve a specific customer problem.
Services - Represents all of the services that the organization offers to clients.
Department Calendar - Used to schedule work schedules and schedules for users who work in the organization.
All the modules explained above use the CRM activity management module. An activity is any type of interaction with the customer, such as a phone call, email, letter, etc. These activities can be linked to one of the entities explained previously such as the account, the contact, the prospect, the board.s, etc. By default, CRM provides the following types of out-of-the-box activities:
- Phone call
- Recurring appointment
- Campaign response
- Campaign activities
- Service activity
- Personalized activities
In this chapter, we learned about the three main modules of CRM: sales, marketing and service management. We understood how work areas are organized in CRM and how the entire lifecycle of a CRM organization works. We also looked at the CRM activity management module which allows you to create phone, email, fax and other types of customer interaction activities.