MSCRM Storyboard

VERSION HISTORY

Version Date Changed Changes Made

No. By
1.0 04/09/0 Nithya & First draft
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Module Title: Sales Force Automation (SFA)

Description/Functionality:

MSCRM Sales helps sales people manage leads and opportunities, measure and
forecast sales activities, effectively track customer communications and automate
stages in the sales process—helping ensure a shorter cycle, higher close rates,
and improved customer retention.

Complete Customer View: The SFA module allows sales team complete
visibility to the account and contact information within the organization. Sales
Managers and Representatives can use MSCRM to view and manage customer
account activity and history including, contact information, communications, open
quotes, pending orders, invoices, credit limits and payment history.

Sales Process Management: SFA gives sales force the access to map existing
sales functionality within the organization onto MSCRM, thereby enabling the
entire sales force hierarchy to have consistent and centralized access to
account/contact information. Sales processes and the sales cycle can be
implemented within the system to emulate the working of the manual system.

Current business processes practised by the organization can be mapped onto the
system by implementing role-based workflows for business process automation
and faster, cleaner turn-around time. By doing this initiate, track, and close
stages of the sales process can be completely automated, thereby assisting sales
force to increase productivity by effective collaboration across ranks.

MSCRM Out-Of-Box Entities:

Account: The account entity contains the company’s master details and allows
the users to keep track of activities/correspondence done with the account. The
entity is common to both Sales and Service modules and the data is shared
across the system and its users.

The account screen captures all important/relevant data and information about
the account and its contact for the organization to initiate and manage business
relationships.

Together Account and Contact entities are the storehouses of customer

information and the single source of truth.

The information on the account screen can be customized based on the logged-in
users roles and responsibilities. So, only the most appropriate business
information is available at all times.

The product enables implementers to easily design the account screen to meet
any business context. Most of the entity functionality is provided out-of-box, and
other functionality can be achieved by easy configuration and all this in good
time.

Automation can be achieved by creating a workflow that will trigger events

whenever a new account record is created. For example, e-mail messages can be
automatically sent to business unit managers of a new account being added into
the system.

Action buttons on the Account Screen:

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Clicking the Account link on the Homepage will get the user into the Account
entity screen. This screen essentially shows a list of existing accounts with the
system. System default views are available to further filter the account listing.
User-defined views can also be created and added to the viewing options.

Doubling clicking the account record in the list view will open the record and
display the account details with full information.

The account entity tool bar allows the user to carry out some operations like:

Creating a new account:

A new account record can be captured into the system by using the New action
button. This action opens a new window where account relevant information can
be captured.

The New account screen can be customized to fit and suit any specific business
requirements for capturing account information. Some of the most common fields
that can be captured are the account name, contact coordinates (like e-mail,
phones, fax, web site), address(s), preferred contact touch-points, region, other
information like category of account, business value, strength, etc.

Important credit information of the account like credit limit, discounts,

personalized price list, staggered payments.

In addition account preferences for marketing promotions and service agreements

can also be captured.

If the account is converted from a lead within the system, this information can
also be captured. This helps users to track and classify accounts based on the
lead-opportunity-account conversion rate/percentage.

Once an account is created, the creation of activities against that account is made
available to the user. A plethora of activities for successfully mining an account
can be created. Some of the types of activities available are, email, phone call,
fax, appointment, service activity, etc.
The history of activities carried out against an account, specifying the type of
activity along with its completion status and planned vs. actual completion date is
displayed under the History link.

Sub-accounts are used to incorporate and identify the structure of the account in
the system. This ensures visibility of the account hierarchy and makes for focused
account mining through the alignment of activities accordingly.

Key personnel associated with an account/sub-account are identified as

‘Contacts’. This allows the user access to contact and the associated account
information simultaneously.

Relationship roles are used to identify the relationship between accounts and
contacts. This is useful in that it helps relate two different businesses and this in
turn would have an impact on the way those accounts are handled.

There are several other actions which can be performed on an account such as:

1. Assigning an account: Assignment of a record is done to transfer

ownership of the account to another user.

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2. Sharing an account: An account is shared by the owner to provide

visibility/access of that account to another user/team.
3. Merging accounts: Account merging is required to eliminate redundancy
and ambiguous data in two records of the same account. For two accounts
to be merged, one is designated as primary and the other as subordinate.
Following the merge, the details of the subordinate record are merged with
those of the primary record and the subordinate account record is
deactivated. ‘single source of truth’
4. Quick campaigns: Quick campaigns allow users to create ad hoc and on
the fly campaigns for account records.

Additionally, users can also create account based reports and

activate/deactivate/delete accounts.

There is the Find functionality on the account screen that allows users to filter and
find account records based on simple parameterized queries.

Contacts: Contacts associated with an account can be identified using the new
action button on the Contacts link. This involves specifying basic contact-related
information such as name, demographic and address information. Also,
professional information including details about his/her manager and assistant,
personal information like gender, DOB and marketing and service preference and
billing information can be captured.

Most of the functionality/operations available for the contact entity such as

activities, related history, sub-contacts and relationships are similar to that
available for the account entity.

User Title : Sales Representative

Screen ID: Sales Representative’s Homepage
Preceding Screen ID: Login screen Succeeding Screen ID: Sales Module
Navigation on the Page Activities, Call information, Calendar, KB, Queues

Link Available Sales Module - Hospitals, Doctors, Drug Store, Distributors,

Products, Product Groups, Leads, Opportunities, Quotes,
Orders, Invoices.
Remarks

Script for Sales Representative (SR):

SFA module enables a Sales Rep to view information about CRM out-of-the-box
business entities like Accounts and Contacts.

These entities are storehouses of all relevant and important information about an
organization’s customers, partners, existing and potential accounts. Additionally,
the SR can view and manage customer account activities and history, including
contact information, communications, open quotes, pending orders, invoices,
credit limits, and payment history.

These out-of the-box entities like Account and Contact can be used to map
Hospital and Doctor Information which serves as a basis to form business
objectives and formulate strategies to achieve pre-defined targets. These
repositories of vital business information can be used by sales staff to plan,

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mobilize and execute sales processes effectively and efficiently. The users of the
system have at all time, access to updated and single source of true information.

Hospital and Doctor Screens can be personalized based on the user’s role and
privileges.

Functionality Description – On successful login the SR is brought to the

MSCRM homepage.
The Homepage gives an overview of activities and announcements for a given
day, track the data or information that one needs, plus a number of task-based
tools and buttons that help to kick-start work quickly. In short, manage tasks,
activities and communication from one location.

The Sales Rep has easy access to personal/individual work items such as queues,
calendar, activities and knowledge base articles. Depending on the user’s roles
and responsibilities, access to relevant items is enabled for user action. The
homepage can be configured to the preference of the user based on his
occupation within the organization.

Other then the standard links that are available in the homepage, the user is
given on the spot view of pending, current and future activities. This view assists
the user to organize his work for the day efficiently, thus ensuring no oversight of
any kind.

The Homepage screen also has provision of hot links to assist the user in creating
activities like task, phone call, e-mail, letter, fax, appointment etc easily and
quickly without the need to navigate across pages.

The links available under the homepage are:

Activities: This section provides the to-do list for the Sales Rep for the current
day. The Calendar link can be used to navigate and view the Activities for a past
or future date. All activities like e-mails, phone calls, meetings are logged, so that
a running history of every communication activity is maintained and can be
viewed at all time across the system users.

The Sales Rep can use this page to create, view, edit, and print activity records.
The user is also provided with an intuitive Find Activities box to search for a
specific activity.

Calendar: The calendar is a snap-shot view of the daily, weekly and monthly
action plan of a Sales Rep. It also provides hot-links, which a Sales Rep can use
to create and view activities. If the user of the system is a manager the Calendar
functionality provides the manager to view activity schedule of all people
reporting into him and belonging to the same business unit.

The Calendar screen also has hot links to create Appointments and Service
Requests. Once an event is created, the Calendar displays this event against the
scheduled date.

On occasions when there is an overlap of events within the same time period
(month, week, day and time), such events are highlighted in red to alert the user.

Call Information: This section contains information pertaining to Calls that a

Sales Representative is responsible for. This is further divided into (i) Call and (ii)
Joint Call Information. A Joint call is created when the Sales Rep is accompanied

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by either his inline manager or his peer. Using the call information link, the Sales
Rep can create a new call, access existing calls and close completed/cancelled
calls.

Create a new call: The Sales Rep uses this link to create a task, email
activity, meeting activity, phone call activity, etc., by providing relevant
details. This call can be created by another user and assigned to the Sales
Rep. Upon successful creation of a call, it will appear on the Homepage.
Calls that a SR is responsible for, appear as action items in his work
queue.

Additionally, workflows can be configured to automate business processes

like sending of notifications to the concerned users about the creation of
the call.

Close Call: A provision to capture the call summary will be made available
in the Close Call screen. Using this, the SR can record relevant
observations which would serve to assess the efficiency of the SR. Also,
this allows for categorization of the Doctor in terms of his value and
impact on the business.

Call History: This section provides access to the historical details of a

Call. This information would be useful in cases where the Sales Rep is
required to have information of relevant calls – made by him or his peers.
This would provide a single view of important Call information which in
some cases might be crucial to the success of the call.

This would serve to provide a single view of the Doctor wherein the SR can
collectively work towards efficiently servicing the Doctor instead of each
SR working independently, thus ensuring effective collaboration and a 360-
degree vision.

Add-on self-help functionality:

FAQ: The SR can record details pertaining to FAQ in the Call screen. Once
the relevant FAQ screen has been populated, a service request is
generated to answer the FAQ.

The SR has an option of either directly responding to the query or

assigning it to the relevant person (CSR). The SR/CSR then provides a
relevant response to the FAQ following which a KB article is generated and
published. Approval Workflows can be configured to route the article to the
designated person.

After the KB article has been approved, the answer can be displayed along
with the FAQ information of the originating call.

KB Article: Alternately, the Sales Representative can access the KB and

provide the relevant response to the FAQ instantly.

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User Title : Sales Manager

Screen ID: Sales Manager’s Homepage
Preceding Screen ID: Login screen Succeeding Screen ID: Sales Module
Navigation on the Page Activities, Call information, Calendar, KB, Queues, Reports

Link Available Sales Module - Hospitals, Doctors, Drug Store, Distributors,

Products, Product Groups, Leads, Opportunities, Quotes,
Orders, Invoices, Sales Literature
Remarks

Script for Sales Manager:

A Sales Managers job would typically involve planning, monitoring and assisting in
executing a Sales Rep.

The system enables a Sales Manager to perform these duties in addition to the
regular Sales activities mentioned previously. The Sales Manager has access to all
the links that a Sales Rep has access to and additionally can view and generate
reports.

Calendar: The main feature used by a Sales Manager would be the Calendar
information screen which provides details on the daily, weekly and monthly
schedule of the Sales Manager schedule and that of the Sales Representatives
reporting into him.

Call Information: In addition to creating and closing a call and viewing call
history, a Sales Manager can also plan and create joint calls and assign them to
the respective Sales Representative.

The Sales Manager can view the call summary details and use it to evaluate the
effectiveness of the call and based on certain metrics, assess the performance of
the Sales Representative. The Sales Manager can use Call Information to
categorize a Doctor’s value to the business based on pre-defined, built-in
parameters.

Sales Literature: Create, manage, and distribute a searchable library of sales

and marketing materials, including brochures, white papers and competitive
information.

Reports: MSCRM helps you understand customer needs by giving you a rich and
comprehensive reporting service. Operational reports out of the system allow
managers forecast sales, measure business activity and performance, track sales
and service success, and identify trends, problems and opportunities.

The Sales Manager can use the Report functionality to generate operational
reports out of the MSCRM system. (S)he has the option of generating reports
built on pre-defined parameters or on an ad hoc basis.

A few examples of reports that can be generated by the system are:

1. Number of Leads/Opportunities/Accounts generated in a specified time period.
2. % of qualification of leads to opportunities to closure.
3. Activities performed by a Sales Representative.

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4. A value-listing or classification of Doctors in his/her territory.

5. Certain types of Sales forecasts reports based on the current leads and
opportunities in the pipeline.

User Title : Marketing Manager/Marketing Executive

Screen ID: Marketing Manager’s Homepage
Preceding Screen ID: Login screen Succeeding Screen ID: Marketing Module
Navigation on the Page Activities, Call information, Calendar, KB, Queues, Reports

Link Available Campaigns, Lists and Sales Literature

Remarks

Marketing Automation:

Marketing Automation in MSCRM can be used to create, analyze and segment

targeted customer lists as well as plan and execute campaigns for customers the
company wants to target.

Marketing Automation is tied in directly to Sales, which means the company sales
staff can get the leads that are generated from every marketing campaign
directly. Through campaigns, marketing team will be able to seamlessly integrate
and coordinate marketing and sales processes. Both the campaign management
and list management capabilities of Marketing Automation leverages many of the
familiar features within MSCRM, such as activities, leads, accounts, opportunities,
and workflow rules.

The functionality in the module helps for targeted marketing communication by

effectively targeting prospects and customer groups with out-of-box functionality
that allows one to create, manage and distribute marketing material that can be
easily personalized for each lead.

Marketing campaign success can be measured by evaluating marketing

performance and making strategic decisions using a wide range of reporting tools
that track successful campaigns and identify trends.

Some of the key features and benefits of marketing automation are:

• Campaign Planning
• List/Query creation and management
• Campaign activities
• Campaign templates and distributed, asynchronous campaigns
• Automated campaigns
• Campaign pre-launch management
• Campaign testing
• Campaign execution management
• Campaign coordination with sales force
• Campaign tracking

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Script for Marketing Manager:

MSCRM gives Marketing Automation functionality for Marketing to develop

Campaign Planning and assist in execution, response management and to
maintain a running history of campaigns and their activities

Campaign Planning consists of:

1. Creation and management of Campaign Activities
2. Creation and management of Campaign templates
3. List Creation and management
4. Campaign Templates
5. Sales Literature
6. Target Products
7. Quick Campaigns
8. Campaign Testing

Campaign Execution consists of:

1. Campaign Execution Management
2. Campaign Response Management

List Creation and Management: Every campaign activity is targeted at a

specific type of business contacts like Leads/Accounts/Contacts.

Creating and managing lists combine four easy processes: creating, consolidating,
qualifying and saving.

Lists can be created easily by importing external lists of prospects or by creating

lists from internal sources. Once a list is created, user has options to combine
lists, sort or modify lists to create target lists of prospects for a campaign and
then save them for an upcoming or future campaign.

A list can be further treated by giving set of target criteria’s which can be any
data from the account/contact/lead record.

A list can be created both by Marketing and Sales teams, and used across the
MSCRM product for campaigns. This option gives the desired flexibility for sales to
create lists of members that they think are the most appropriate target customer
base.

Members can be added either using parameterized queries or lookups. Further

treatment can be performed on a list based on certain criteria to derive/create a
sub-list. All such sub-lists will then exist independently and can be used during
the entire campaign cycle or across campaigns.

New List Creation

A new target list can be created on click of the New action button on the
Marketing main screen. While creating a new list some important fields have to be
captured. Some of these are:
1. Name of the list
2. Purpose for which the list is created
3. Source from where the list is created
4. Locking list
5. List Type

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Source field can be user-defined specifying if the list created consists of members
from within the MSCRM system (accounts/contact/leads) or from an external list
like excel, etc.

Once a Type is selected for a list, then members that can be added to the list can
belong to that type only. For example, if the list type selected is Contacts, then
only contacts from the system can be added to the list and not Account or Lead.

Specifying a list as Locked will ensure that no modification can be done on the list
in the future.

The owner of the list will need to either share or assign the list for other MSCRM
users to use the list for their campaigns.

On creation of a list, a pre-defined Rule can be applied to it for some business

process automation, which is achieved by workflows.

From the List screen, the user has the option of attaching the list to an existing
campaign.

A list can be Copied to another existing list from the list screen. User needs to
select the list which has to be copied and then click on the More Action button to
select Copy To.

The Campaign link within the List screen can be used to view all campaigns that
use this list item.

Members within the list can be selected and directly converted into Opportunities
from the Member screen within List.

Once the above details have been identified and the list saved, Members can be
added to the list using the Manage Members action button. Addition of members
to a list can be done in two ways:
1. Using parameterized queries (Advanced Find): this involves specifying
certain criteria based on which the member type (Account, Contact and
Lead) can be filtered at multiple levels and a targeted, categorized list of
members can be formed.
2. Using Lookups: this involves selecting multiple account/contact/lead
records from the Lookup menu.

Find members to keep by Advanced find:

While the above methods can typically be used to add the result-set of the query
to a new list, ‘Find members to keep by Advanced find’ involves filtration on an
existing list. This is useful in scenarios where treatment/filtration is to be
performed on an existing list to create a new sub-list. This functionality helps in
creating numerous focused/targeted lists from an existing standard list of
accounts/contacts/leads.

Removing members from a list: Members can be removed from a list using
advanced find or through manual removal of each member record.

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Creation of Campaign:
Campaign planning and creating is at the heart of Marketing Automation. A
campaign is a container for campaign activities and the list of members at whom
the campaign is targeted.

A collection of activities related to a campaign constitutes a marketing campaign.

A campaign is said to be designed and delivered when all the activities within the
campaign plan are executed successfully and the responses captured.

MSCRM provides two different options for creating a Campaign:

1. Create based on a Campaign Template
2. Create a New campaign

A campaign template is created with the sole purpose of reusing the template
over different campaigns that the company plans to develop and execute.
Template campaigns are just like campaigns except that they are not actionable.
This means that one cannot specify campaign responses, it’s only used as a basis
on which a campaign can be developed further and executed.

Campaign templates can be used to plan a campaign and then re-use it for any
number of executable campaigns. The benefit of creating a campaign template is
that you can add all the associated marketing activities, products, links to
collateral, lists, list criteria, campaign coding, budgeting, and more to a single
template and then use the template for numerous campaigns drastically reducing
the amount of time spent in planning and resourcing required for campaigns. This
also ensures that when multiple campaigns are driven by various staff, they
contain the right activities, product information, or other items that need to be
kept consistent. Templates can be modified or published for use by any number of
Microsoft CRM users.

In addition to planning current campaigns, users can also plan a campaign that is
intended to run at a specified future date. Workflows for business process
automation can be created that will execute a campaign at the designated time.

New Campaign creation

A new campaign can be created by using the New button on the tool bar in the
MSCRM Campaign screen. Clicking the new button open a window where
campaign specific information can be captured.

Some of the important fields that need to be captured are:

1. Name of the campaign
2. Type of campaign (direct marketing, advertisement, event, co-branding, etc)
3. Campaign offer
4. Schedule (campaign start and end dates)
5. Status
6. Campaign budgetary information (budgeted cost, expected revenue & other
misc costs)
7. Actual costs (Total campaign activity cost, total actual cost)
8. Expected responses

The value for Total Campaign activity cost is automatically calculated by the
system, by adding cost of all activities that are part of the campaign.

Sales link:
A marketing campaign can be associated with some key business functions within
the Sales module.

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Target Products:
A campaign can be designed to address a certain category of customers having
interest in one or more product(s) from the portfolio. This association or relation
can be established by linking the products of interest to a campaign.

Sales Literature: Sales Literature created for a product or a set of products can be
associated with a campaign activity. On click of the Add Existing action button in
the Sale Literature link (on the Campaign screen), existing sales literature can be
associated with the campaign activity.

Marketing link:
Target lists:
All lists associated with a campaign are listed in this screen. Once the list serves it
purpose and is not more required for the execution of the campaign, it can be
disassociated.

Related Campaigns:
There can be some occasions where one campaign is related to another within the
MSCRM system. This happens in cases where the output (responses) from one
campaign is used to plan and execute another campaign to maintain business
continuity and promotional cycle. In such cases, the Related Campaign link can be
used to add campaigns. This screen maintains a running history of all campaigns
that are related to the opened campaign.

Campaign Activities:
A collection of events that when executed will accomplish the planned objectives
of a campaign. A campaign can have a number of independent activities each
with a specific action plan, execution model and target audience using any
preferred touch point like phone call, email, letter or fax.

The campaign screen allows users to quickly and easily create, assign, and track
activities. MSCRM campaign activities are classified into two categories:
1. Broad-based activities
2. Detailed (task-driven) activities

The broad-based activities are designed to help marketing managers plan, run,
manage and report on the performance of a major phase for a given campaign.
The broad-based activities basically capture the following information about a
campaign:

• Resource assignment to complete the marketing activity

• Start and stop dates to track progress
• Projected and actual expenses to track budget requirements
• Detailed activities

Detailed, task-driven activities can be created as a component of a broad-based

activity. Each of the task-driven activities are actionable steps that support the
broad-based activity. An activity is termed completed successfully after all the
task-driven activities under it are executed. These activities are assigned to users
and tracked by the manger to assess the campaign execution and success.

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New Activity creation

On click of the New Campaign Activity button, campaign activity window opens
which can be used for capturing all the important fields that are required for
planning and executing an activity, such as:
1. Parent Campaign (auto-filled)
2. Campaign Channel
3. Type
4. Status
5. Activity Subject
6. Partners
7. Schedule
8. Activity Budget
9. Priority

The subject field can be used to identify the purpose of the campaign activity.
There are multiple channels available across which the activity can be
propagated. Some of them are Fax, Appointment, Email, Letter, etc.

After identifying relevant campaign activity details, a target list is associated with
the campaign. The campaign activity is now ready for propagation.

Using MSCRM activities, users can preset a query parameter or incorporate

business rules that will propagate/execute activities or series of activities
automatically at a specified date. For example reminder activities can be setup
that will automatically send reminder emails to a targeted list of customers if they
have not responded within the stipulated time. These activities are executed only
for the members within the list who have not responded to the campaign.

Rules can be configured that allow for automatic routing of an activity as it is

created to a designated user for execution. The system maintains history of all
activities that were carried out as part of executing a campaign.

Target Products: Every campaign is planned to focus on a target audience for

the promotion of products. Products from the company portfolio can be used by
marketing personnel for product cross-sell and up-sell using campaigns. Based on
the business scenario, such as demography, characteristics and seasons, different
products from the portfolio can be positioned and promoted.

Running and Managing Campaigns

Once a campaign is launched the target market will start responding. At this
stage of the campaign, the emphasis shifts from a list and campaign system to a
sales-focused, sales-management system with corresponding lead management,
lead import and activity tracking.

Once the responses start coming in from either direct or in-direct channels,
marketing team can enter them into the system and qualify them to create
opportunities as appropriate. After the responses and opportunities are added to
the MSCRM with the campaign tracking code, a critical link or relationship
between the responses, campaign list, lead and opportunities can be established.
The campaign codes are carried over to the sales entities to track the success of a
campaign. This information provides vital data to the sales and marketing team to
evaluate the success of a campaign by analyzing the turn-around of responses to
actual number of leads and opportunities.

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Campaign Execution: On completion of the campaign planning cycle and after

defining all the relevant activities, the next phase in the marketing lifecycle is the
execution of the campaign. This phase involves executing/propagating each
activity in a defined order and capturing information related to the responses.

Campaign Propagation: From the campaign activity list, select the activity that
you would like to execute/propagate. Once the activity screen is open, users can
give a subject that informs the customer and system user of the
nature/category/objective of the campaign activity.

The activity is finally put into execution by clicking on the Propagate Activity
button on the tool bar. Based on the communication channel selected for the
activity, a template is displayed to the user in a new window. Saving this template
results in creation of task-driven/detailed activities, one each for the number of
members in the assigned list.

The campaign activity screen will now have a link in the left navigation which lists
the individual tasks that will need to be executed for the activity to be termed
complete.

For instance, if the channel selected is email, on click of the Propagate Activity
action button, separate emails are created against each member in the target list
identified for that campaign activity.

The email can be personalized by specifying the subject, cc, bcc (if required). Pre-
defined campaign activity email templates can be used in creation of these
emails.

A failure link will display the list of all such tasks that could not be executed for
some reason.

As each activity happens, designated users can modify a campaign based on the
need at that point in time. Users would like to change or modify a campaign due
to responses, competitor activity, market dynamics, customer behavior
pattern/preferences, budgetary constraints, etc.

Campaign Response: Capturing campaign responses is the final phase in a

campaign lifecycle. Storing and tracking response is central to any campaign run,
and it is critical to capture all the important information. The marketing team can
use these metrics as a benchmark to evaluate the effectiveness of the campaign.
The responses will give the marketing team an understanding of how well the
campaign was received by the target audience and what modifications will be
required in the plan for capturing the right audience and increasing the interest
for such events.

For sales, campaign responses will give them the all important leads that might
be converted into business in future. Sales staff can map the target lists and
segment them based on the responses from the members. This allows them to
manage the prospect/lead pipeline properly and efficiently and arrive at a list of
customers to target first based on parameters, some of which are gathered from
the customer responses to campaigns.

Once a campaign activity has been propagated, a list of detailed tasks are created
depending on the channel selected.

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For instance, if the channel selected for propagation of the campaign activity is
email, Emails are created in the ‘Email messages created’ section for each
member of the associated target list and can directly be converted into Campaign
Reponses and then into leads/accounts/contacts as required.

On double click of an email, an option to convert it into a campaign response is

enabled. On click of the ‘Convert to campaign response’ button, the relevant
fields in the campaign response screen –such as customer details and originating
activity - are populated from the details in the email.

Alternately, Campaign responses can also be captured by clicking on the new

campaign response action button on the campaign response link and capturing
the required details - such as type of customer : existing or new, customer
details, channel via which the response was received and the response code :
interested/not-interested – manually.

On save of the campaign response, the option to close the response by converting
it into a lead is enabled.
On click of the Convert Campaign response action button, the following options
are available:
1. Convert response to a new lead
2. Convert the response from an existing lead. This option can be used to
identify the lead from which the response was received and it can then be
converted into a new account or contact.
3. Convert the response from an existing account/contact into a new
quote/order/opportunity.
4. Close the response by specifying whether it was completed or cancelled.

Quick Campaigns: A wizard based campaign creation functionality that allows

users to create campaigns easily and quickly without the need to go through the
regular campaign planning cycle. Quick campaigns are useful when one needs to
create ad hoc, on the fly campaigns.

Marketing Reports
Marketing automation reports can be used for building the marketing plan. By
analyzing the report that provides data on the financial impact of campaigns,
companies can determine which campaigns were successful. Using this data,
changes can be made with regard to the campaigns that should continue to run
and those that should be removed.

Some of the campaign reports that can be generated from the system are:
1. Campaign activity reports
2. Campaign tracking and details reports
3. Campaign comparison reports
4. Campaign performance reports (statistics)
5. Campaign effectiveness reports (list analysis)

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Customer Service:

This module provides tools that help create a multi-level customer assistance
policy, providing an interactive, interpersonal service that includes call routing
and assignment, queue management, call tracking, entitlement processing,
problem resolution, logging, monitoring, and performance management.
Case Management is the primary function of the Customer Service module. While
working on a case, customer service representatives (CSRs) can create activities
from the case form. These activities are tracked, enabling you to determine the
total amount of time spent on a case at any given time, as well as see a break
down of how the time was spent. Reports can also be created to measure
statistics such as call lengths, resolutions, and average length of cases.

Service Case Lifecycle:

Consider a product vendor and the customer. Once the actual sale of the product
has been fulfilled, a contract is drawn up between the two parties, describing the
nature of post-sale support that will be provided by the vendor

The contract details all agreed upon terms and conditions between the product
vendor and customer for activities related to support, maintenance and service of
the product(s) sold.

The contract, in addition to covering all service offerings, will also include the
costs attached with each category of the service. In short, a contract is a
document that binds the product vendor and customer around three crucial
areas:
1. Service offered
2. Service term/period
3. Service cost(s)

The product vendor can offer service offerings in two ways:

1. through a call center setup
2. through the service department

Once a contract has been drawn up, each product is addressed as a separate
contract line.

When the customer faces a problem with the product(s) or has a question; he
raises a service request which could be termed as a Case. When the customer
raises a Case about a specific product, the CSR captures the necessary details
and a Case ID is generated. Once the Case is created and the Case ID generated,
the Case is assigned to a CSR depending on the nature of the problem and the
resources required to address it.

The case can be addressed either by getting onto a telecom with the customer or
by meeting the customer.
Once all the activities initiated under a case have been fulfilled, they can be
closed. Upon closure of these associated activities, the case can be closed after
capturing the case resolution details.

A service activity is the association of the service personnel, different locations

and facilities and equipment available which are required to resolve a problem.
Creation of a service activity requires that this association be created keeping in
mind the complexity and skills required to resolve the case.

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A case sometimes can also be associated with a service activity depending on its
complexity. In such scenarios, a service activity is raised to handle the case.

The functionality provided by MSCRM to address each of the steps in the service
lifecycle is detailed below:

Contract Template:
Common and generic information pertaining to contracts across the organization
can be stored and templatized for the purpose of reusability. Once these
templates are available within the system, a user can create a new Contract
based on a pre-defined contract template.

Some of the common details that can be captured within a contract template are:
1. Name of the template
2. Billing frequency
3. Allotment type (number of cases/coverage dates/time)
4. Response levels
5. Discounts
6. Working hours calendar

Contracts: On click of the New action button on the contracts screen, the
contract template list window is displayed and the user can select from an
existing set of templates based on which a contract can be created.

Additionally, other relevant fields like Contract name, Customer name, contract
start and end dates, billing and pricing information, discount type and response
level are captured.

In case the contract lapses and is to be renewed, a copy of the lapsed contract
can be created with necessary changes made. The originating (lapsed) contract
can be identified in the new contract to maintain a running history of the service
contract between the product vendor and customer.

Contract Lines: Each product is covered in the service contract can be

addressed under a separate contract line item.

A contract line captures details such as title of the contract line, the product
associated with it, quantity of the product procured and start and end dates of
the contract line.

Additionally, allotment details such as total number of cases available under this
contract line, number of allotments used and number remaining can be captured.
As cases are closed, the system automatically calculates the number of
allotments used and the number remaining.

Pricing details including the total price and the discount offered under the contract
line are also captured. The system automatically calculates the rate at which a
case is billed and the Net price depending on the total price and quantity specified
in the previous sections.

Case: Once a customer raises a service request, it can be captured as a case in

the system and assigned to a CSR.
Details such as title of the case, customer name, subject on which the case is
based, the channel through which it originated and the case type
(question/problem) can be captured.

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The Assignment information – information about the CSR in-charge of the case,
date of follow up, status and priority – is also captured.

Contract and Product information such as name of the contract and contract line,
service level and Product can also be captured.

Additionally, KB articles from the repository can be associated with a case as

required.

Activities: Various activities can be used to resolve a case. Some of the activities
provided by MSCRM are phone call, meeting, email, fax, service activity, etc.
As and when an activity is fulfilled, it is required to be closed after providing
relevant information. Once all the open activities that have been initiated under a
case are closed, the case becomes ready for closure.

A closed case can be reactivated if required.

Service Activities:

Sites: A site is a service location from which the company operates the service
teams and equipment. The Sites page is used to view, create and delete sites.
Once a site has been created, members (facilities and equipment/users) can be
added to the site.

Facilities and Equipment: The Facilities/Equipment List page is used to view,

create, and delete facilities and equipment and to change the business unit.

Resources Group: A Resource Group is a team of people/facilities and

equipment collaborating to fulfill a specific service offering. The Resource Group
form is used to view information about resource groups and add members to it.

Service: The service settings page brings together all the resources required to
perform a service offering. The scheduling section determines the slots in which
the resource group associated with a service is available.

Service Activity: A service activity can be created on click of the new action
button on the service activity form. Details such as Subject, Service, Site,
Customer, status, etc. Scheduling information – start and end dates and times –
can also be captured.

Scheduling a service activity: Once a Service Activity has been created, it can
be scheduled on click of the search action button. The search result is a listing of
time slots in which the resource group is available for performing the service
activity.

A time slot can be selected from the list and associated with the service activity.

Service Calendar: The service calendar displays the list of resources available
along with the time slots in which they have been associated with a service
activity. Once the service activity is closed, this is reflected in the service
calendar.
Conflicts between resources and the associated time slots are also displayed in
the service calendar (provided the calendar is in show conflicts mode). Using this
information the service activity can be rescheduled accordingly.

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