i-CRM : CRM for Instrumentation Industry FUNCTIONALITY...

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i-CRM : CRM for Instrumentation Industry

FUNCTIONALITY Document

Cogent Innovations Pvt. Ltd.

www.cogent.co.in

i-CRM


Table of Contents

Introduction to iCRM........................................................................................ 3

Difference between Normal CRM and iCRM ................................................... 4

How is iCRM implemented? ............................................................................ 5

How iCRM Works ............................................................................................ 7

Opportunity/Lead Management ............................................................................................ 8

Follow Up Activity & Opportunity Closure ....................................................................... 11

Competitor Analysis ........................................................................................................... 14

Target Tracker ..................................................................................................................... 16

Quotation Module ............................................................................................................... 18

Other Utility Applications ............................................................................... 20

Survey – Customer Feedback ............................................................................................. 20

Download Center: ............................................................................................................... 22

Discussion Forum ............................................................................................................... 23

Internal Messaging .............................................................................................................. 24

Flash News/ Billboard ........................................................................................................ 25

Knowledgebase ................................................................................................................... 26

Data Security Policy ...................................................................................... 27

Other Applications and Modules, which can be plugged in with CRM ........... 27

i-CRM


Introduction to iCRM

Customer Relationship Management (CRM) is a strategy that puts the customer at the epicenter of

business operations. CRM increases sales by raising an entry-barrier for competition and increases

profits by decreasing the costs of acquiring and retaining customers. In its full form, CRM provides

a 360- degree view of the customer, integrating information at every touch point. It enhances retrieval

processes so that sales, marketing and service efforts are more efficient and effective.

ICRM, the CRM tool from the Cogent stable is a 100% web based solution that stores your entire

customer database, transactions, reports, status information – on a central server which can be accessed

through a normal Internet Explorer web browser. All your users need to access iCRM is a PC with an

Internet Connection, and they can use the tool wherever they may be.

In these demanding times, CRM has become a complex operation that needs unprecedented levels of

commitment from an organization. For a company with a large number of partners distributed over a wide

geographic spread, the task is difficult and manual or archaic methodology just isn’t up to it.

With iCRM you can get up and running with a versatile, advanced CRM system almost instantly, at

minimal cost, and with negligible transition period. What you get is a CRM system that will dramatically

reduce your turnaround period, improve response quality and efficiently manage partner relationships –

putting a host of critical information at your fingertips with a few clicks.

No software installation is required for iCRM. User can directly access iCRM through Internet/

Intranet using Internet Explorer Browser.

Benefits

• Gives you complete control to service your existing and potential customers.

• Resolves customer management issues quickly.

• Helps you identify what customer’s value and devise appropriate service strategies.

• Track engineer performance easily.

• Sets predefined targets for sales and helps check their progress.

i-CRM


Difference between Normal CRM and iCRM

Normal CRM.

This is a generic module given in many CRM packages, this is used for capturing the

customer calls – follow up and close. It does not fully cover the Service segment because, this

module is developed to suite all type of customers belonging to any kind of industry.

iCRM

This is a Tailor made product for Instrumentation Industry. For an Instrumentation

industry service comprises of many factors like

a. Complaint Management

b. Installation Process

c. AMC

d. Preventive maintenance management

e. Spares usage tracking

f. RMA request handling

g. Engineer Availability checking

h. Engineer Performance

i. Maintaining the Service Level Agreement(SLA) with your customers

j. when the tasks are not completed within the specified time - Escalating the calls to

higher management levels

k. Customer Database maintenance (i.e., cleaning, updating, Checking duplications of

accounts and merging – if possible give each customer a Customer ID etc.,)

l. Contact persons database maintenance

m. Survey a customer for feedback of Service done

n. Automatic Triggers (Escalations) from system – to update you Red alert situations

(For ex., if a call is pending for more then 7 days or Customer gives bad feedback

while doing a Survey)

And iCRM allows you to Track and manage all this features and much more features in

Click of a Button.

i-CRM


How is iCRM implemented?

A key aspect of iCRM is that you don’t actually buy the software – you pay for using it over a period of

time. The iCRM software suite is offered as an ASP (Application Service Provider) or SaaS (Software as

a Service) and because of this model you gain a number of advantages:

• The initial cost for getting up and running with iCRM is considerable less than buying a solution

off the shelf.

• Combined with the fact that iCRM is completely customisable to your requirement, this model

ensures that you only pay for what you use. You don’t have to bear the cost of software features

you don’t really need.

As a part of service - we provide the CRM software developed by Cogent on a monthly rental model – i.e.

you will have to pay - per user per month cost.

Options available:

a. If the number of users is less - then we charge the client a minimum price.

b. Else we charge per user – as the number of users increase - the cost per user

decreases. Cost Models

One Time License Model - you pay

� Cost of the Base Software

� Cost to Customize the application

ASP Model - you pay

� Cost to Customize the application - one time ONLY

� Monthly Charges depending upon the number of users

The scope of work or the constitutes of the ASP service are the following

� The CRM software is hosted in a dedicated server at VSNL

� We support the application (which means there is no AMC charge etc)

� We also accommodate minor changes in business rules and some additional reports

from time to time.

This is our USP – no other ASP provider in the world does it

i-CRM


The Cost incurred by us

� We invest on the dedicated server - which is a server-class machine with vast memory

� We invest on the software like SQL Server, Anti-Virus, Firewalls, etc

� We pay co-location charges to VSNL based on the U space (Recurring Cost)

� We pay for the bandwidth to VSNL (Recurring Cost)

� We pay for the data transfer to VSNL (Recurring Cost)

� We manage the server and the application with our resources (Recurring Cost)

� All this and the CRM application software developed by us

But as a part of ASP service - the client pays per user - per month ONLY

Customization of Software

Once we have the initial meeting with the prospect - the following workflow is done

� Study the sales /service activities of the client

� Suggest suitable alternatives of doing the sales or service processes

� Preparation of a complete 'Functional Requirement Document'

� This 'Functional Requirement Document' is signed-off with the client

� Presentation of the prototype of the application

� Delivery of the application based on the committed dates

� Maintenance of the application for the client

i-CRM


How iCRM Works

Advantages:

a. The Centralized database makes for easy access from any location.

b. This requires no installation. The user can access the system from IE browser

i-CRM


Sales iCRM

Opportunity/Lead Management

Yes

No

Yes

No

New Lead

Update Competitor Details

Generate new

opportunity with unique

Enquiry No

Email / SMS Alert

1.Product Head

2. Executives

3.Branch Head etc.

Stop

Update Tender Details

Is Any

Competitor

Tender Exist

Capture Customer

Details

Capture Lead Details

Capture Contact

Details

Products Interested

Allocate the lead to

executive

i-CRM


:: FEATURES

� Track Your Opportunity/Leads

o While capturing opportunity details, the system automatically configures foolproof

account (customer) and contact database without any duplication.

o Know the source of opportunity, whether it is a campaign or tender or ad etc., the user

can actually know the productivity of this source.

o Multiple models in which customer is interested.

o A brief description of the order

o Probability of the order and expected order value

o Expected date of closure – this will help the user in forecasting the opportunity closure.

� Capture Competitor & Tender details

o Know your competitor details against each opportunity & know his strengths and

weaknesses against the opportunity.

o If order is received against a tender then the tender details can be stored and also know

when the tender is getting expired. System will give auto alerts on any expiry.

� Forecast your leads

o Forecast can be set against each opportunity

o Based on this the user can prepare the forecast for any future dates and set the targets

accordingly.

o Based on these details the user can prepare Forecast Vs Achievement report.

� Alerts

o On opportunity creation, closure or movement from one stage to other stage system will

send alerts (emails Or SMS).

o The alerts can be configured to one or many recipients and the user can configure the

messaging matrix.

o Follow up alerts – on each follow up action done by the executive, details of follow up can

be sent as alerts to respective users.

o Escalations:

� Escalation matrix can be defined in such a way that the system can send auto

alerts whenever the escalation condition is met. For e.g.,

i-CRM


o If no follow up is done on an opportunity for more than 15 days then send an auto alert to

the management.

o Branch manager receiving the weekly activity details of all executives belonging to his

branch for previous week

o Reports

o User can get order Pipeline report

o Executive/Branch wise productivity analysis

o All activities done by executives in a given period of time

Saves you time and effort to get more clients

i-CRM


Follow Up Activity & Opportunity Closure

Yes

No

No

Yes

Yes

No

Status Enquiry

Capture Activity Details

Types of Activity:

1. Phone Call

2. Physical visit

3. Email

Update Status

Is Order done?

Update Sub Status

Is Order Competitor?

Capture Competitor Details

Is Order

Won?

Capture Order Won

Analysis

Capture Order Lost Analysis

Send Email Escalation to

1.Branch Head

Stop

Send Email Escalation to

1.Branch Head

Installation Request

Order Management Process

Stop

A

i-CRM


:: FEATURES

� Every follow up activity done against an opportunity will be captured, for ex. cold calls, sending

brochures, visiting the customer etc.

� As the follow up’s are done a history of the follow up tasks is maintained/updated.

� Any given point of time, the management can know the number of activities (Follow up) done by

each executive in a given time frame. This helps in monitoring the work done by each executive.

� Closure of an Opportunity

o Opportunity Won

� Capture the order won analysis like, who were the competitors and their

products, what were our strengths etc.

� Send the Purchase Intimation alert to Service department Head of the respective

Branch office. This way the Service Head can be ready for the Installation.

� Send Alert to Management on New Sales Achievement

� Update the Target Achievement of respective Executive.

Update Probability

%

Expected Close

Is Order Reallocated to engineer?

Stop

Update New Executive for opportunity

Update the Allocate History

A

i-CRM


� For Importing the Products from Principal Company – Executive will fill the Order

Intimation sheet in CRM – which inturn will be validated by Region or Branch

manager and approved.

o Opportunity lost

� Capture the order lost analysis like, who where the competitors and their

products, what was the weakness etc.

� Send an alert to Management on the Lost order details.

� Reports:

� Follow up details report / Executives daily Follow up tracker

� Orders closed with one follow up or Order closed with more then one follow up

� Order Won & Lost Analysis report

i-CRM


Competitor Analysis

No

Yes

Enquiry #

Capture Competitor Details

Competitor

Strength Competitor

Weakness

Competitor

Product List

Is Order Won?

Reason Why what was their Strength

Reason Why what was our Weakness

Prepare Competitor Analysis Report

Stop

i-CRM


:: FEATURES

� Track your competitor details

� Maintain the database of your competitor Strength, Weakness and products

� Analyze Opportunities which are Won/lost to the Competitors, and what was the reason for

Winning/loosing the order.

� This data can be used for future upgrade of your product

i-CRM


Target Tracker

New Target

Update Target for

each Brand

Send Periodical Alerts Like

1.Every Weekend Target Vs Achievement

2. Every Week beginning Target for that month

Stop

Brand Wise Target Product Wise Target Engineer Wise

Target

Update Target for each

Product

Update Target for each

Engineer

i-CRM


� This module is used for Setting Targets for Executives, Branches, Product lines etc.

� User can take quarterly/ monthly targets

� Reports

o User can view quarterly or monthly Target and Achievement report.

o Yearly Target and Achievement years can be derived (both financial year and calendar

year wise)

o User can view Executive wise, Branch wise or Product line wise target achievement

report.

i-CRM


Quotation Module

Dollars Euro, Pound etc., Package Discount

Line Item Discount

Total Item Discount

Indian Agency

Commission

Packing charges

Forwarding Charges etc.,

No

Yes

Is Item Details Available?

New Quotation

Capture: 1.Enquiry #

2. Account & Contact Details

Configure Item Details

Update Currency of Quotation

Spare Request

Update Discount

Update Other Charges

Net Ex Works FOB CIP / CIF

Is Quotation Closed?

Update

Quotation

Revision

Send Quotation

As Email

Print Quotation

as PDF

Attach Quotation Against

CRM Enquiry

Allocate to Executive

No

Yes

i-CRM


:: FEATURES

� This module is used for generating quotations.

� User can fill in the quotation details against every Enquiry

� Quotation can be generated as Email or Printed in PDF/HTML files or it can be Attached

as soft copies against each enquiry in CRM.

� User can track how many quotations are “Closed” and how many are in “Open” Status.

He can also further track like quotations which have won the Order and Quotations which

have lost the order.

� User can track the revision history against each quotation, like what are the changes made

in previous revisions against a respective quotation.

Stop

i-CRM


Other Utility Applications

Survey – Customer Feedback

This Module helps in automating the process of doing survey and capturing customer feedback.

� Against each service call the user can create one or multiple survey’s

� Each survey will have a questionnaire (which can be configured by user)

� Each question will have related answers. Each answer has a certain weightage (Configurable

by users)

o E.g.

Question: How did our Engineer do the Service?

Answers Weightage

Excellent 100

Good 75

Average 50

Poor 25 (Send a Red alert mail to

Management)

� Based on the survey collected from customer the survey rating sheet will be prepared – this

report will indicate the customer satisfaction Index (on a scale of 100%)

� Escalations can be automatically triggered on instances where survey results show red alert

results (e.g. if customer is totally dissatisfied and survey results are less then average

weightage)

i-CRM


i-CRM


Download Center:

� An application for storing and downloading files from online. This can be used for sharing files

among users. For e.g., User Manuals, Technical documents etc., can be uploaded here, which

can be downloaded by other users at their location. This becomes a centralized document server.

i-CRM


Discussion Forum

� User can create discussion forum threads on any technical topic, which can be reviewed and

answered by other users of CRM.

� Option to attach files against posts.

� These discussion forums can be viewed by other users and used for knowledge sharing

i-CRM


Internal Messaging

� This can be used for sending internal messages among users of CRM.

� This is similar to email messaging except that it sends mails among the CRM users only.

� Option to attach files against mails

� This can be used for sending receiving confidential data or data intended to only users of CRM.

For ex, this can be used for sending price lists, circulars or reminder for users of CRM.

i-CRM


Flash News/ Billboard

� These are message boards that are displayed to all users of CRM. User can set time for

displaying messages etc, e.g. User can create Flash News “Our Company has achieved Six

Sigma certification.”

i-CRM


Knowledgebase

This module is used for recording the often repeated or complicated problems and their relative

solutions given by engineers. This will be a public module available for all CRM users, who can

browse through knowledgebase search and try to find the most appropriate solution for their

problem.

i-CRM


Data Security Policy

Though it’s a web-based system, data security is ensured. Each user can access data pertaining to his

role, region or function only. He will not be able to view data that doesn’t fall under his profile.

There are policies like the Data access policy and the Event access policy that keep data secure.

� Setting Data Access Policy – The admin can define up to what level data can be displayed to a

particular user type. For e.g, a user belonging to X branch cannot view details of other branch or

an Executive should see only his opportunities and he will not be able to see opportunities of

other executives but the Branch manager user will be able to see all the opportunities of his

branch etc.

� Setting Event Access Policy – Each user will have (Add/Edit/Delete or View) events. The admin

can define which user has the access to Add/Edit/Delete or View a record in any given screen.

� The users are restricted to access the CRM Site only from the Office internet network

� Accessing CRM only from a specified computer. In this method the user can access CRM only

from his system.

� Maintain log of users logging-in and logging-out and the system from which they are logging-in.

Other Applications and Modules, which can be plugged in with CRM

� Inventory Module (Web based inventory)

� ERP (Import and Export Data between CRM and ERP)

� Accounting Application ( Billing data from CRM can be exported into Tally )

� TRC (Repair Center) Job Management Application

*** End of Document***

i-CRM : CRM for Instrumentation Industry FUNCTIONALITY...

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