CRM system and processes

CRM system and
In vocational college
Ville Krannila, Espoo Finland,
(Omnia Vocational College)
Definition of CRM
 CRM = Customer Relationship Management
 Managing customer relationships as opposed to
managing customers
 Joint working model in enterprise co-operation
 Defining your segments, customers and customer
 Carrying out varying customership care plans
 Customer Relationship Management (CRM) is a
business strategy that is designed to improve
customer service. CRM is also aims to increase
customer satisfaction, manage the best customers
effectively, and gain new quality customers, thus
increasing a business’s profitability. (
CRM in vocational college project results
in Omnia
Based on a 4-year project and action research 2006-2010
1) customer strategy for Adult Education Centre
2) customer leadership models, areas and responsibilities developed
3) the customerbase analysed, segments defined and customer-care
programmes developed
4) own-care programmes were formed for customer groups.
5) manual for CRM database created and developed
“The results proved that customer relationship management and customer
leadership were challenging but possible to carry out in the academy organisation
and they can be executed successfully in this environment.”
The development project was evaluated as reliable, truly work-life based, valuable
and useful in the practical functions of the target organisation.
CRM is not a system or a database, CRM is a method and actions carried out from a
customer perspective. It is done by people and for the people. CRM database is a
tool in this work.
V.Krannila - Customer leadership and development 2010 (case Omnia)
CRM Database basics
 A tool for CRM work
 Consists mainly of customership information
 Customer data, adresses, contacts, e-mail, customership activity
and classifications
 Can be located in user’s own server or as cloud service (usually
 All employees can have access (via passwords) to CRM database
or different roles for different users can be created
 Usually those working directly with enterprises, management and
marketing are the main users (of database)
CRM database advantages
 CRM database is used by management to gain customer
information and plan marketing and management strategies
 CRM database is used to carry out marketing campaigns
(marketing various training programmes etc.) via e-mail or
telephone, and gathering the feedback from the campaign
 CRM database is used by customer account managers to sustain
customership programs, information on customer activity,
complaints and other useful information
 CRM database collects customer information on various raports,
including balance scorecard
 CRM database streghtens co-operation between various units of a
company and ensures customer-oriented way of working
CRM database project (case Omnia)
1) Define your main customers and segments
2) Define your targets of customership management and work
3) Collect your customer information, in which form it currently exists
4) Commit people from every unit to work together on the project
5) Choose a pilot group, depending on your organization, max. 5-20
persons is recommended, from different units if possible
6) Map out the service providers and bring them and your own ITC
personnel into project as early as possible
7) Define targets, budget and follow-up points to pilot project
8) Pilot project should last at least few months, preferably 1 year to provide
sufficient information for continuation
9) Organise meetings in regular basis to follow systems use and possible
problems. A service provider and ICT should be present every step of the
CRM database project (case Omnia)
10) Organise sufficient training on the use of the system and database
11) Choose 1 person as main user in charge of the project and system updates
12) Map out possible integrations with other systems and their cost
13) Organise meetings in regular basis to follow systems use and possible
problems. A service provider and ICT should be present every step of the way
14) Write a report at the end of the pilot and build a plan for further
Some critical points:
- In Omnia development took several years with the amount of users growing
- The cooperation and communication with ICT and service provider is
neccessary, especially during the system aquisition and pilot project
- Pilot group should work closely together and should not be larger than 5-7
CRM system pilot project
Targets, spesific
goals for each
division, project
Setting up
customer info
from various
Training of
to other
Testing and
carrying out
and sales
via CRM
according to
project plan
Evaluation of
pilot project,
raport of
and plan for
the future
Regular meetings with the pilot group, system provider and IT personnel
CRM database today (case Omnia)
 Users (active passwords) 94 in total
 Users from Adult Education Centre, InnoOmnia,
Administration, Youth Workshops, Apprenticeship
Training Centre
 One main user and trainer (V.Krannila)
 4 vice-users (one person in each unit)
Integrated to MS Outlook, On-the-job learning system,
ProFinder b2b service and Studenta+ (student
management system for adults)
CRM database today (case Omnia)
 An open database -> everyone with a password can see everything
in the system
 This has increased the co-operation with different units and
departments who often deal with same customers
 System is based on openess and sharing of information
 A culture of exploiting the system regulary is important in
maximising its benefits
CRM database today (case Omnia)
Main actions carried out with the database and system:
Offers for enterprises and other organizations (for educational services,
additional training)  Adult education centre
Marketing campaigns for different target groups -> Adult education center,
InnoOmnia, Administration
Maintenance of various customer classifications and lists, for example a list
of guests invited to a certain event in Omnia
Mantenance of outside organisations, students and personnel working in
Omnia’s projects -> for Balance Scorecard
A list of workplace instructors -> a regular e-mail information of educations
-> e-mails sent from the system
A list of various operations executed with the customers: visists, e-mails,
phone calls, meetings – all located in customers datafile
CRM database process and resposibilities
(case Omnia)
 x
Account managers/
Main user
Receives raports from
Units and from main
Maintains administration (upper)
Level marketing lists
And classifications
Maintain ja update
Their customer data
Sign in various actions
Customer segmentation
Controls systemupdates and is in
Contact with the
System provider
Maintaining and updating
various customerlists and
Customer classifications
Monitors the utilization
Marketing and
Communication via
CRM system
Makes decisions regarding
development action
Centrally sends news
letters, press releases,
Annual reports and holiday
cards for customers
Maintaining offers and
Educational products
Maintaining and updating
Customer careplans
Updates the database
Informs users
Follow-up on sales and
actions by account
Raports to
Carry out development
Procedures on preceding
Trains users in co-operation
With vice-users
Raports to administration
Raports to
CRM system dataflow diagram
Systems and dataflow
Profinder B2B
(customer information updates
from the web)
Integrated into CRM
Student administration
System and database
Customer data and updates
Microsoft Outlook
(integrated to CRM)
CRM database
Excel (data)
On-the-job learning
System and database
Workshop discussion in groups
 Discuss and find answers to these questions in groups:
 Define your customers, who is your main customer?
 How would you classify your customers/divide them into
 How is business co-operation organized in your field?
 What type of information regarding your customers do you find
 Who in your organization is in contact with these
Present your views, questions and results
Links and other useful material
CRM Basics:
Payne, A. 2006. The Handbook of CRM. Great Britain: ButterwothHeinemann
McKenzie, R. 2001. The relationship-based enterprise : powering business
success through customer relationship management. Toronto: McGraw-Hill.
V. Kumar & W. Reinartz. Customer Relationship Management: Concept,
Strategy, and Tools. 2012.

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