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UPRAVLJAČKI INFORMACIONI SISTEMI

Siebel CRM(Customer relationship management) Izvještaj sa praktične nastave

Predmetni nastavnik: prof. dr Miroslav Radosavljević
Beograd, Jun,2013.

Student: Marko Rajčić 82/10

UVOD

Sve uspješne kompanije su spoj zapošljenih,poslovnih procesa,tehnologije i korisnika.Lojalnost i zadovoljenje korisnika je najprioritetnije za sve kompanije.Iz toga proizilazi da je upravljanje korisničkim informacijama krucijalno za kompaniju.Takođe,procesuiranje korisničkih zahtjeva, tipa narudžbine,servisnih zahtjeva,isplata/uplata,je isto vrlo bitno.Svi ovi faktori,uključujući i mnoge druge,osmislili su koncept nazvan CRM ili Customer Relationship Menagment. CRM je poslovna strategija dizajnirana da smanji troškove i poveća profitabilnost kompanije,bez kompromitacije zadovoljenja korisnika i lojalnosti.CRM takođe povećava efikasnost Call-centara gdje se korisničkim informacijama pristupa u realnom vremenu,pa se konstantno koriste “svježi” podaci.Još jedna prednost ove strategije je što se neki od poslova automatizuju,pa je opterećenje radnika manje. CRM integriše podatke sa ostalim sistemima,pa su sve potrebne informacije dostupne na jednom centralnom mjestu,tako da se smanjuje vrijeme i troškovi rada.Pomaže menadžmentu u donošenju pravih odluka,tipa gdje da se investira novac i u iskorišćenju pravih prilika kako bi se pratili trendovi tržišta. Cjelokupni cilj CRM-a je,znači:smanjenje troškova,poboljšanje operativne efikasnosti i zadovoljenje korisnika. CRM je sastavljen iz tri modula:Prodaje,Marketinga i Korisničke podrške.

Slika 1 –Moduli CRM

Modul prodaje
Automatizacija prodajnih procesa koristi softver kako bi poboljšao proces prodaje.Osnova sistema je upravljanje kontaktima kroz praćenje i snimanje svakog trenutka u procesu prodaje za svakog potencijalnog klijenta,od inicijalnog kontakta do kompletnog rasporeda.Modul prodaje obuhvata uvid u mogućnosti,teritorije,prognoza prodaje,kao i automatizacije radnih procesa.

Slika 2. Modul prodaje

Modul Marketinga
CRM sistemi za marketing prate i mjere uticaj kampanja i akcija preko više kanala,tipa e-maila,pretrage,socijalnih mreža,telefona i direktne pošte.Sistemi prate broj posjeta stranicama,odgovore,prednosti i ponude.

Slika 3.Modul marketinga

Modul korisničke podrške

CRM može da se koristi za kreiranje,upravljanje i obradu korisničkih zahtjeva,kao što je Call centar,koji direktno pomažu korisnicima kroz interakciju sa agentima.CRM takođe može koristiti za identifikaciju i nagradu vjernih kupaca tokom određenog vremenskog perioda.

Slika 4.Modul korisničke podrške

Siebel Customer Relationship Management

Siebel CRM je prilagođen za: -Različite vrste interakcija zaposlenih ili partnera različitim kanalima(Horizontalne aplikacije) -Različite industrije(Industrijske aplikacije) Primjeri: *Horitontalne aplikacije: -Siebel Prodaja -Siebel Call Center -Siebel portal za partnere -Siebel daljinsko upravljanje(Remote) *Industrijske aplikacije: -Siebel finansije -Siebel-roba široke potrošnje

Siebel Prodaja
Ovu aplikaciju koriste predstavnici za prodaju u kompaniji,kao i menadžeri za upravljanje nalozima,prikaz prodajnih prilika i kontakata.

Slika 5.Prodajni proces Siebel CRM-a,prikaz poslovnih prilika

Siebel Call Centar
Koristi se za teleprodaju,pomoć korisnicima i korisnički servis.

Slika 6.Aplikacija Call Centra,prikaz servisnih funkcija

Siebel portal za partnere
Ovu opciju koriste poslovni partneri kompanije za komunikaciju,saradnju,i obavljanje poslova preko interfejsa baziranom na Web-u Na slici 7 je prikazan Siebel CRM Partnerski portal,koji omogućava partnerima da pristupe dijeljenim podacima.Vide se prodajne prilike onako kako ih vide partneri.

Slika 7.Partnerski portal

Komparacija Siebel CRM Aplikacija
Funkcionalnost Siebel-a je postignuta odvajanjem horiyontalnih i vertikalnih aplikacija koje: -Imaju isti korisnički interfejs i navigaciju -Su bazirane na istoj osnovnoj aplikacijskoj arhitekturi -Koriste iste osnovne tehnologije za automatizaciju,integraciju, itd. -Dijele mnogo istih aplikacijskih prikaza. Aplikacije koriste iste izvršnu komandu,ali koriste izmijenjenu konfiguraciju. Prilikom implementacije rade se prilagođavanja kako bi se odgovorilo na specifične poslovne zahtjeve.

Siebel korisnički interfejs
Korisnički interfejs ima dva stanja: -Stanje visoke interaktivnosti(High Interactivity (HI) mode) -Stanje standardne interaktivnosti(Standard Interactivity (SI) mode)

Stanje visoke interaktivnosti(High Interactivity (HI) mode)

Dostupno je za aplikacije zaposlenih: *Podržava korisnike koji zahtijevaju dodatne funkcionalnosti -Poboljšava produktivnost *Koristi dodatne kodove,tipa Active X kontrola,da bi omogućio veću funkcionalnost -Opcija Drag and Drop za podešavanje širine kolona -Menu i tool bar-ovi -Hijerarhija pregleda slična Explorer pregleda -Čuvanje evidencija prolazaka od početne linije *Zahtijeva prisustvo Internet Explorer-a

Stanje standardne interaktivnosti(Standard Interactivity (SI) mode)

Dostupno je i za korisničke i za aplikacije za zaposlene. *Dizajnirano da bude manje zavisno od browser-a -Ponaša se kao tipična aplikacija bazirana na HTML-u *Dostupno za više vrsta browser-a *Ne podržava sve fukcije dostupne u HI.

Standardni poslovni entiteti Siebel aplikacija
Siebel aplikacije koriste uobičajene poslovne entitete.Pod poslovnim entitetom se podrazumijevaju sve stvari bitne za poslovni interes u realnom svijetu.Informacije o osobama,mjestima,stvarima ili događija moraju biti evidentirane.Predstavlja temelj za organizaciju podataka.Primjeri:Nalozi,Kontakti,Domaćinstva.Aktivnosti,Interni proizvodi,Prilike,Servisni zahtjevi,Imovina,i tako dalje.

Slika 8.Poslovni entiteti

Nalozi(Accounts)
*Su spoljni poslovi kompanije: -Postojeći i potencijalni klijenti -Poslovni partneri -Konkurenti.

Slika9.CRM Nalozi(Accounts)

Informacije s kojima upravljaju Nalozi prikazuju: -Ime naloga(obavezno) -Sinonime -Jednu ili više poslovnih adresa -Jednu ili više idustrija na koje se nalog odnosi -Da li je nalog konkurent -Nalogni tim(Account manager,Sales manager…)

Kad se pristupi tag-u Accounts,dobijaju se mogući prikazi informacija o izabranom Nalogu.Na slici 10 se vidi jedna od mogućih opcija,prikaz dodatnih informacija

Slika 10.Prikaz dodatnih informacija o Nalogu

Kontakti(Contacts)
Kontakti su osobe sa kojima se posluje.Na slici 11 je prikazan izgled tag-a Contacts

Slika 11.Kontakti Sadrži sledeće informacije:Prezime,Ime,Pol,Poslovni telefon,Poslovna pozicija,E-mail adresa.

Slika 12.Dodatne informacije o kontaktima Dodatne infomracije o kontaktima,pored gore navedenih podataka,sadrži i:Poslovni Fax,Kućni broj telefona,Ime naloga i Adresu naloga. Kontakti mogu biti marikrani kao javni i kao privatni.

Javni Kontakti Ovi kontakti su potencijalno vidljivi od strane više korisnika.Vidljivost varira u odnosu na to kolika dozvola pristupa je omogućena korisniku.

Slika 13.Prikaz javnih kontakata

Privatni kontakti Oni su vidljivi samo od strane jednog korisnika.Koriste se za praćenje personalnih kontakata. Pristupa im se preko tag-a Personal contact list.Mogu se pretvoriti u javne kontakte sklanjanjem oznake za prozorčića Private.

Slika 14.Prikaz privatnih kontakata

Aktivnosti
Aktivnosti su poslovi ili događaji koji trebaju biti završeni.Može biti udružen sa drugim entitetom,na primjer,sa Nalogom,Kontaktom,ili Prilikom.Primjer aktvnosti:Aktivnost da se pošalje poruka dobrodošlice novom kupcu(Nalog).

Slika 15.Prikaz Aktivnosti Kao što se vidi na slici,prikazan je pregled Aktivnosti jednog korisnika.Za svaku aktivnost postoji:Da li je aktivnost novo dodata ili nije,Opis posla koji treba završiti,Tip,Datum početka,Datum završetka,Statu koji prikazuje napredak u završenju aktivnosti,i Prioritet. Informacije koje Aktivnost mogu uključivati i : Gdje da se aktivnost prikazuje(obavezno polje),Kategoriju(obavezno polje),Zaposleni zadužen za tu aktivnost,Alarm,Attachment-e.

Slika 16.Dodatne informacije Aktivnosti

Zaposleni ima mogućnost više pregleda Aktivnosti: – Activities List View – Activity To Do List View – Calendar Screen

Slika 17.Prikaz kalendara Aktivnosti

Prilike(Opportunities)

Prilike su potencijalni prihodni događaji.Može se koristiti za prognoze prodajne zarade,kao i za upravljanje prodajnim angažovanjima.

Slika 18.CRM prikaz Prilike

Prozor Prilike(Opportunities) sadrži:Ime prilike,Nalog,Prihod,Posvećenost,Timski prostor i Faza prodaje.Može prikazivati i:asocijaciju sa nalogom,mogućnost uspješnost završetka,prognozirani prihod,prognozirani datum završetka(obavezno polje).

Slika 19.Dodatne informacije o Prilikama

Servisni zahtjevi
-Su zahtjevi od klijenata vezani za informaciju ili pomoć sa prizvodom kompanije.Povezani su sa samo jednim vlasnikom racuna.

Slika 20. CRM Servisni zahtjevi

Slika 21.Dodatne informacije Servisnih zahtjeva

Konfiguracija Siebel aplikacija

Siebel CRM aplikacije mogu biti konfigurisane da isprate poslovne potrebe: -Specificiranjem preferenci,administrativnih podešavanja,i ostalih konfiguracijskih podataka u Siebel aplikaciji. -Konfigurisanje aplikacija se vrši pomoću Sievel CRM development tool i Siebel Tools.

Slika 22.Siebel tools

Zaključak
Siebel CRM aplikacije omogućavaju put ka efektivnijem upravljanju klijentsko-poslovnih veza. -Ponuđen u više različitih formi,svaka se razlikuje međusobno u zavisnosti od specifičnih industrijskih i poslovnih zahtjeva. -Neki primjeri uključuju Siebel Call Center i Siebel Sales. -Sve Siebel aplikacije koriste jednu,zajedničku bazu podataka,i jedan pokretački fajl(executable). -Siebel aplikacije podržavaju različite klijentke pristupne modove. -Siebel CRM aplikacije su bazirane na standardnim poslovnim entitetima(Nalozi,Kontakti,Aktivnosti,Prilike)

References

-

www.Oracle.com www.wikipedia.com http://www.lsi.us.es http://www.siebelguide.com/basics/whatiscrm.html http://champion.azurewebsites.net/Content/books/Siebel/Siebel_Online_Training.pdf http://www.packtpub.com/sites/default/files/1865-chapter-13-user-properties.pdf

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...Student Academic Policies Computer Usage: Sullivan University Systems (SUS) provides computer networking for all staff, students and anyone else affiliated with the university community. Sullivan University will provide a platform that is conducive for learning while maintain and respecting the user privacy. Users are authorized to use the accounts only. Passwords should be protected, please keep the confidential (Computer Usage. (2012) Sullivan University. Student Handbook 2012-2013, pp. 12-14.). While using the SUS users have a responsibility and are expected to follow some key rules: 1. Do not abuse the equipment 2. Computers must be used for course work 3. No unauthorized down loading 4. At no time will user install software of any kind Disciplinary action for violations of the Computer usage of policy will be enforced and are as follows: 1. Loss of computer privileges 2. Disconnection from the network 3. Expulsion 4. Prosecution The Compute usage policy is standard and pretty straight forward. The statement lets students know what is and is not proper usage. What I would have like to have seen is a social media portion in the usage policy. Academic Integrity: Cheating and Plagiarism is a violation of the University’s Academic Integrity Policy. All students are expected to submit their own work. Penalties for those who are found guilty of cheating may include: (Academic Integrity. (2014, January 1) Sullivan University. Sullivan University 2014 Catalog...

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Working Students

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