?? ?a ??????ete st? t???? t?? ?efa?a???;

1
??sa???? ???sµ??

• ?? ?a ??????ete st? t???? t?? ?efa?a???
• ?? e??a? CRM ep??e???s?a?? st?at?????
• ?? e??a? ????et???? S??se??
• ??s?st? ???s?? ERP CRM s?st?µ?t??
• ??sa???? st? Navision CRM
• ?? e??a? CRM s?st?µa
• ?? e??a? ß?s? ded?µ????
• ? s??s? t?? CRM s?st?µ?t?? µe ta ERP s?st?µata

2
??sa???? ???sµ??- ???sµ?? ??a?e???s??
?e?ate?a??? S??se?? (CRM)

• ?? Customer Relationship Management (CRM), sta
  e??????? ??a?e???s? ?e?ate?a??? S??se??,
  ap?te?e? µ?a ep??e???s?a?? st?at????? p??
  s?ed??st??e µe s??p?

1. ?a ß????se? t?? ep??e???se?? ?a ?????s??? t???
   ?p?????te? ?a? t??? d???t????? pe??te? t??? ?a?
2. ?a d?µ??????s??? ?s????? pe?ate?a??? s??se?? µe
   t?? p???d? t?? ??????

3
??sa???? ???sµ??- ?pt??? t?? s??se??

1. ?a te?e?ta?a ?????a, ? ?pt??? t?? ????et???? ??e?
   µetat?p?ste? ap? t? ?pt??? t?? s??a??a??? st??
   ?pt??? t?? s??se??
2. ? ?pt??? t?? s??a??a??? ßas??eta? st?? a???? t??
   µ??µat?? µ???et???? (Marketing Mix)
3. ??? ? ?pt??? t?? s??se?? ???p??e?ta? µ?sa ap? t?
   ????et???? S??se??
4. ?? ????et???? s??se?? (Relationship Marketing)
   e??a? ? te?e?ta?a s??ta?? st?? a?a??t?s? t??
   ep??e???se?? ??a t? d?µ??????a a?ta????st????
   p?e??e?t?µat?? st?? a????? p?? d?ast????p?????ta?

4
??sa???? ???sµ?? - ???sµ?? ????et???? S??se??

• To ????et???? S??se?? e??a? ??a? t??p?? ??a ?a
  p??sd????se?? ?a? ?a e??a??d??se??, ?a
  d?at???se?? ?a? ?a e??s??se?? t?? s??se?? µe t???
  pe??te? ?a? ta ???a e?d?afe??µe?a-eµp?e??µe?a
  µ??? (Stakeholders), e?asfa?????ta? ???d?, ??t??
  ?ste ?? st???? ???? t?? µe??? p?? a?aµ??????ta?
  ?a s??a?t????ta? ?a? a?t? ep?t?????eta? µe t??
  aµ??ßa?a a?ta??a?? ?a? t?? e?p????s? t??
  ?p?s??se??

5
??sa???? ???sµ??- ????et???? S??se??

1. ?? ?p?st????t?? t?? µ???et???? s??se??
   ?s???????ta? ?t? µ?a ???a??µ??? st?at?????
   µ???et???? µp??e? ?a d?µ??????se? ?a? ?a
   ?p?st????e? t?? aµ??ßa?a s??e??as?a ?a? t??
   a????e???t?s? µeta?? t?? eµp?e??µe??? µe??? ??t?
   p?? ?d??e? st? d?µ??????a a??a? ??a t?? pe??t?
2. ? d?a?e???s? pe?ate?a??? s??se?? (CRM) ap?te?e?
   t? ßas??? p?atf??µa ??a t? ?e?t??????? ???p???s?
   t?? µ???et???? s??se??

6
??sa???? ???sµ??- CRM s?st?µata

1. G?a t?? ???p???s? t?? d?a?e???s?? pe?ate?a???
   s??se?? st?? ep??e???se?? p??te???ta ????
   d?ad?aµat????? ?? p????f???e? ?a? ?at ep??tas?
   ta p????f???a?? s?st?µata
2. ?a CRM s?st?µata e??a? ta e?e?d??e?µ??a ????sµ???
   ??a t? d?a?e???s? t?? p????f????? p?? af?????
   st??? pe??te?

7
??sa???? ???sµ??- ???sµ?? CRM s?st?µ?t??

• S?µf??a µe t?? Oracle
• ta CRM e??a? p????f???a?? s?st?µata p?? s??
  ep?t??p??? ?a ?????se?? t??? pe??te? s?? ?a??te?a
  ?a? ?a ???s?µ?p???se?? ap?te?esµat???te?a a?t? t?
  ???s?, µe t?t??? t??p? ?ste ?a a?t???f?e?? t?
  s??????? t??? eµpe???a ap? t?? ep??e???s?,
  a??????ta? te???? ta ?s?da, a??? ?a? ta ???d? t??
  ep??e???s??

8
??sa???? ???sµ?? - ???sµ?? ß?s?? ded?µ????

1. ?a ded?µ??a t?? pe?at?? s???????ta? ap? d??f??a
   s?µe?a t?? ep??e???s?? ?a? s???e?t?????ta? se µ?a
   ?e?t???? ß?s? ded?µ????
2. ??s? ?ed?µ???? (database) ap?te?e? µ?a s??????
   st???e??? s?et???? µeta?? t??? ta ?p??a e??a?
   d?µ?µ??a ?a? ?ata????µ??a µe ?at?????? t??p?
3. S?st?µa ??a?e???s?? ??se?? ?ed?µ???? (database
   management system) e??a? µ?a s?????? ????sµ????
   st?? ?p??a ???p?????ta? ??e? ?? ?e?t?????e? p??
   p??pe? ?a ?p?st????????, ?p?? a?a??t?s?,
   e?sa????, d?a??af?, s???????sµ?? p??spe??se??,
   p??stas?a ?a? p????? a??µ?

9
??sa???? - ???sµ??

1. Me t? ???s? t?? te???????a?, ta ded?µ??a
   a?a????ta? ?a? d?a??µ??ta? se s???e???µ??a s?µe?a
   e?t?? (a??? ?a? e?t??) t?? ep??e???s?? p??
   ?????ta? s?µe?a epaf?? (touch points)
2. ??t? ta s?µe?a e??a? ?? p???se??, ta s?µe?a
   d?a?e???s?? e?se???µe??? ?a? e?e???µe??? ?a? ??a
   ta s?µe?a epaf?? µe t??? pe??te?, t???
   p??µ??e?t?? ?a? ta e?d?afe??µe?a-eµp?e??µe?a µ???
   (stakeholders)

10
??sa???? ???sµ??- ?as???? ?e?t?????e? t?? CRM
s?st?µ?t??

• ?? ßas???? ?e?t?????e? t?? CRM s?st?µ?t??
  e??a?
• ? a?t?µat?p???s? t?? a????p???? d??aµ???? t??
  p???t?? (salesforce automation)
• ? e??p???t?s? st? s?µe?? t?? p???se?? (Field
  service)
• ? ?p?st????? ?a? ? e??p???t?s? t?? pe?at??
  (Customer service and support) ?a?
• ? a?t?µat?p???s? t?? ????et???? (Marketing
  automation)

11
??sa???? ???sµ??- ??t?µat?p???s? t??
a????p???? d??aµ???? t?? p???t??

1. ??e? ?? p????f???e? ??a t??? pe??te?, ??a t??
   s??a??a???, ??a ta p?????ta ?a? ??a t???
   a?ta????st?? e??a? ap????e?µ??e? st?? ?e?t????
   ß?s? ded?µ???? t?? CRM s?st?µat??
2. ??a ?? p???t?? ????? t? d??at?t?ta ?a a?a?t??? ta
   ded?µ??a p?? ??e?????ta?

12
??sa???? ???sµ??- ??t?µat?p???s? t??
a????p???? d??aµ???? t?? p???t??

1. ?? p???t?? µp????? ?µesa ?a p??spe??s??? ded?µ??a
   p?? a?af????ta? se t?p??? st???e?a p???se??, st??
   e?pt?se??, st?? t?µ?????a?? p???t???, st??
   ?d?a?te?e? a????e? ?a? st?? a???ast???? s????e?e?
   e?e?d??e?µ???? pe?at??, ?ste ?a µet??s??s??? t??
   st??e?µ??e? e?st?ate?e? ????et???? t??
   ep??e???s??
2. ?e a?t?? t?? t??p?, ta CRM s?st?µata ß?????? t???
   p???t?? ?a p??sf????? e?at?µ??e?µ??e? ?p??es?e?
   p??? t??? pe??te?, e?? d?µ???????? e??p???µ???
   e????a ??a t?? ep??e???s?

13
??sa???? ???sµ??- ???p???t?s? st? s?µe?? t??
p???se??

1. ?a ?????µe?a s??e??e?a ?a? ?? p???t?? p??
   ep?s??pt??ta? t??? ??a??p???t??
2. ?e t? s??d??µ? t?? CRM s?st?µ?t?? ?a? t?? ?µes?
   s??des? p?? t??? d?????, µe t? p??s?p??? t??
   e??p???t?s?? pe?at??, ????? ta µ?sa ??a t??
   pa???? p??s?p?p???µ???? ?p??es???, t?? ?µes? ??s?
   t?? p??ß??µ?t?? ?a? t?? a?t?µet?p?s? t?? ??ta?t??
   a?a???? t?? pe?at??
3. ??t? ? d?ad??as?a µe???e? t? ??st?? t?? ap???af??
   t?? ap?????? ?a? ße?t???e? t?? ??a??p???s? t??
   pa?a??e????, t?? a?ef?d?asµ? ?a? t?? epa?e?t?µ?s?
   t?? ef?d???

14
??sa???? ???sµ??- ?p?st????? ?a? e??p???t?s?
t?? pe?at??

1. ? ep??e???s? µ?sa ap? t? ???s? t?? CRM s?st?µ?t??
   ??s?ast??? ????ete? ??a? ?p?de??µat??? t??p?
   e??p???t?s?? t?? pe?at??
2. ?a p??ß??µata p?? p????pt??? ?a? apas?????? t???
   pe??te? p???????ta? st??? e?e?d??e?µ?????
   ?pa??????? p?? e??a? ep?f??t?sµ???? ?a ta
   ep??????
3. ?e a?t?? t?? t??p? ta p??ß??µata ep?????ta? ?at?
   t? ?????s? t??? ap?te?esµat???, µ?sa ap? µ?a
   p??d?ast??? p???t??? t?? ep??e???s??

15
??sa???? ???sµ??- ??t?µat?p???s? t?? ????et????

1. ? ap????e?s? pe?ate?a??? ded?µ???? (d?µ???af???,
   ?????????, ??????af??? ?a? a???ast??? ded?µ??a)
   st?? ?? t?? CRM s?st?µ?t?? pa???e? st? tµ?µa
   ????et???? t?? ep??e???s?? t? d??at?t?ta ?a
   pa?a??????e? t?? ep???µ?e? ?a? t?? st?se?? t??
   pe?at??, ?e????? p?? ep?t??pe? t?? ?µes?
   a?tap????s? se a?t??
2. ?e a?t?? t?? t??p?, ? ep??e???s? p???aßa??e? t??
   a?ta????sµ? ?a? ep?t?????e? s??dedeµ??e? p???se??
   (cross-selling) ?a? epa?a??pt???? ße?t??µ??e?
   p???se?? (up-selling)

16
??sa???? ???sµ??- ??t?µat?p???s? t?? ????et????

1. S??dedeµ??e? p???se?? (cross-selling) ??????ta?
   ?? p???se?? s?µp????µat???? p?????t?? t?? a??????
   p?????t?? p?? e??e a????se? ? pe??t?? (??a
   pa??de??µa a? ? pe??t?? e??e a????? a????se? ??a
   a?t?????t? ? p???s? ??p???? e?a?t?µ?t?? ?e??e?ta?
   s??dedeµ??? p???s?)
2. ?pa?a??pt???? ße?t??µ??e? p???se?? (up-selling)
   ?e?????ta? ?? p???se?? µ?a? ße?t??µ???? ??d?s??
   t?? a?????? p?????t?? (????? ????? a? ? pe??t??
   e??e a????? a????se? ??a a?t?????t? ? p???s? e???
   ße?t??µ???? µ??t???? ?e??e?ta? epa?a??pt???
   p???s?)

17
??sa???? ???sµ??- ??????? t?? CRM s?st?µ?t??

1. ?a CRM s?st?µata ??a p??t? f??? eµfa??st??a? t?
   1980 1990 ?a? ap?te???sa? p???d?pa?e? ??se??,
   p?? ?ta? d?s???? ?a s??t???????
2. ?? p??t?? pa?a????? a?t?? t?? p???µ?? pe???d??
   ?ta? ? Clarify (t??a e??a? ?d???t?s?a t?? Nortel
   Networks Corp.), ? Onyx Software, ? Oracle, ?
   Vantive (e?a????st??e ap? t?? PeopleSoft) ?a? ?
   Siebel Systems
3. ? ßas??? t??? est?as? ß??s??ta? st??
   a?t?µat?p???s? ?a? t?? p??t?p?p???s? t??
   es?te????? d?e??as???, ??a ?a ?atast?s??? t???
   pe??te? ??a pe????s?a?? st???e?? t?? ep??e???s??

18
??sa???? ???sµ??- ??????? t?? CRM s?st?µ?t??

1. Sta µ?sa ?a? st? t???? t?? de?aet?a? t?? 1990, ?
   eµf???s? t?? d?ad??t??? ????se ?a ep?t??pe? t??
   d?ad?ast??? ep????????a µe t??? pe??te? t??
   ep??e???s??
2. ?? ap?t??esµa ?ta? ? stad?a?? ap?d?sµe?s? t?? CRM
   s?st?µ?t?? ap? t?? te???????a t?? pe??t?/
   d?a??µ?st? ?a? t?? ?????t?s? a???te?t??????
   ßas?sµ???? st? d?ad??t??
3. ? pa???sa e?????? d?µ??????se µ?a ??a a????, t??
   a???? t?? eCRM s?st?µ?t?? (3com Corp., 2001),
   st?? ?p??a ????sa? ?a p??sa?µ?st??? µe???e?
   ep??e???se??, ?p?? ? Siebel

19
??sa???? ???sµ??- ??????? t?? CRM s?st?µ?t??

1. ???t??, d?afa??eta? p?? pa?? t? µe????
   e????s?asµ? ??a ta e??p???µ??a CRM s?st?µata,
   ???e? e??a? e?e??e? ?? ep??e???se?? st? ???e?a
   ?µe???? ?a? st?? ????p? p?? ???s?µ?p????? CRM
   s?st?µata de?te??? ?e???? (µ??? 12 t??
   ep??e???se?? ???s?µ?p????? ?e?t??????? CRM
   s?st?µata)
2. ?? pe??ss?te?e? ep??e???se?? ap?? est?????? sta
   t??ef????? ???t?a (??e??a t?? IDC ?a? t?? Cap
   Gemini)

20
??sa???? ???sµ??- ??????? t?? CRM s?st?µ?t??
21
??sa???? ???sµ??- CRM s?st?µata
22
??sa???? ???sµ??- ERP s?st?µata

• ?? ERP s?st?µa e??a? ??a ep??e???s?a?? s?st?µa
  d?????s?? (Management), p?? ap?te?e?ta? ap?
  e??p???µ??a tµ?µata pe??e?t???? ????sµ????, ta
  ?p??a µp????? ?a ???s?µ?p???????, ?ta?
  ep?t???µ??a efa?µ?ste?, ?ste ?a ep?t????? ?a? ?a
  ????????s??? ??e? t?? ep??e???µat???? d?e??as?e?
  µ?sa se ??a? ???a??sµ?

23
??as??p?s? ???????af?a? ERP ??????? ERP
s?st?µ?t??

• S?st?µata p????aµµat?sµ?? t?? apa?t?se?? ??a ta
  ????? (Material Resource Planning, MRP)
• S?st?µata p????aµµat?sµ?? t?? p???? t?? pa?a?????
  (Manufacturing Resource Planning) (MRPII)
• ? a???ß?? st?? ??a µe??d?????a (just-in-time,
  JIT)
• S?st?µata ????????µ???? pa?a????? µe ?p?????st??
  (Computer integrated manufacturing, CIM)
• ? Gartner Group of Stamford, CT, USA, ep????se
  t?? ??? S?st?µata ?????aµµat?sµ?? ?????
  (Enterprise Resource Planning, ERP)

1960s
1970s
1980s
1980s
1990s
24
??as??p?s? ???????af?a? ERP ?p?µ???de? ERP
s?st?µ?t??
????se?? ?a? ??a??µ?
??a?e???s? ??????
???µat???????µ??? ?a? ????st???
?e?t???? ??s? ?ed?µ????
??a?e???s? ????t?ta?
??????s? ?????
?????p???? ?????
25
??sa???? ???sµ??- ERP s?st?µata
???? Mabert ?.?. (2000), Coffey ?.?. (2000),
Everdingen ?.?. (2000)
26
??sa???? ???sµ??- ERP s?st?µata

1. ? SAP ?d?????e st? Ge?µa??a t? 1972 ?a? µe
   µe??d?? a????? 33 e??a? ? s?µa?t???te??
   ep??e???s? pa?a????? ERP s?st?µ?t?? ?a? a???e?
   st?? 500 µe?a??te?e? ep??e???se?? (Fortune 500)
2. H Oracle e??a? ? de?te??? µe?a??te??? p??µ??e?t??
   ????sµ???? st?? ??sµ?. ? Oracle ?d?????e t? 1977
   st?? ?.?.?.
3. H eta???a PeopleSoft ?d?????e t? 1987 ?a? µp??e
   st? ???µat?st???? t? 1992
4. ? Baan ?d?????e st?? ???a?d?a t? 1978. ? Baan
   ??e? pe??p?? 3.000 pe??te? se 5.000 s?µe?a
   pa???sµ???

27
??sa???? ???sµ??- ERP s?st?µata
???? AMR Research, 2004 (Van Arnum, 2005)
28
??sa???? ???sµ??- ?e??d?a a????? ?????te???
CRM s?st?µ?t??
???? AMR Research, 2004 (Van Arnum, 2005)
29
??sa???? ???sµ??- ?e??d?a a?????, a?? ?at?????a
30
??sa???? ???sµ??- T?s? st?? a???? se
e?at?µµ???a d?????a
31
??sa???? ???sµ??- ????se?? a?? ?e???af???
pe?????
32
? e?????? t?? Microsoft - CRM
CRM 3.0
CRM Service for Pocket PC v1.0
CRM 2.0
Q4 2005
CRM Sales for Pocket PC v1.0
Q1 2005
Q3 2004

• Microsoft Office synergies
• End to end business process automation

CRM 1.2
Q2 2004

• Marketing automation
• Customer Service in Outlook

Q4 2003

• Integration functionality

• Mobile Access

• Usability
• Performance

Product release dates subject to change
33
??sa???? st? Microsoft CRM
Don't underestimate the impact of MS CRM. It
froze the mid-market. Everyone wants to know
what's going on with Microsoft. CRM Magazine,
sep, 2003 Erin Kinikin, Forrester/Giga

• ?as??? s?µe?a t?? Microsoft CRM
• ??a efa?µ??? p?? s??d?eta? e????a µe t? internet
• ?aµ??? ??st?? ap??t?s??
• ???p???µ??? ????te?t?????
• ??????a ???s??

34
S??????? ??st?? ap??t?s?? t?? Microsoft CRM
Gartner Group The Three-Year Total Cost of
Ownership for CRM Software for MSBs, research
note R-22-6895
35
????te?t????? t?? Microsoft CRM
Connecting, reusing and leveraging your Microsoft
platform
36
??as??dedeµ??? CRM
CRM
Collaborative CRM
Operational CRM
Sales Force Automation
Customer Service
EmpoweredEmployees
Analytical CRM
Marketing Automation
Informed Management
IntegratedPartners
37
?st?as? t?? Microsoft CRM
Lead Opportunity Management, Customer Tracking,
Contact Information, Activity Management
??t?µat?p???s? ????se??
??t?µat?p???s? Marketing
Direct Marketing, Automated Micro-Marketing,
Campaign Management, Data Mining, etc.
???p???t?s? ?e?at??
Help Desk Call Center, Web Self-Service, Field
Dispatch, Knowledgebase
??a?e???s? S??e??at??
Lead Routing, Material Distribution, Catalog
Syndication
??a?e???s? G??s??
Document Share, E-mail, Customer Collaboration,
White Papers, QA, etc.
??a?e???s? ?a?a??e????
Order Entry Status, Pricing Configuration,
Inventory Availability, Delivery Management
38
? s?µe???? est?as? t?? Microsoft CRM

• Lead Management
• ??a?e???s? ???a?????
• Customer Tracking
• ?????f???e? ?paf??
• ??a?e???s? ??ast????t?t??

• Help Desk
• Call Center
• Web Self-Service
• Field Dispatch
• ??s? ???s??

39
Usability and Ease of use
Outlook
combined with
Powerful CRM
40
Case Study ?????????S ?.?.

• ? ?????????S ?.?., e??a? eta???a e?a????? ??????
  p???t?ta? e?d?µ?t?? se ??? ?a? ?a?ad?
• ????ese st?? A.S.T. t?? ???p???s? t?? e??a?e???
  d?a?e???s?? ?e?ate?a??? s??se?? (CRM)
• ? A.S.T. e??a? a?t?p??s?p?? t?? CRM Navision st??
  e??????? a????

41
Case Study ?????????S ?.?.- ???f?? eta???a?

• ? eta??e?a ed?e?e? st? Tessa?????? ?a? e???e?
  ?????? p???t?ta? ????a st?? ????p?, st?? ??? ?a?
  st?? ?a?ad?
• ?d?????e t? 1973 ?a? ap? t?te a??????e? µ?a
  sta?e?? a??d??? p??e?a
• ? µa??? pe??a st?? t?µ?a t?? ???st??fa?t?????a?
  ?a? t?? ??d?s?? ?p?st????eta? ap? ??t??
  µ??a???????? e??p??sµ? ?a? ap? e?e???µ??a
  s?st?µata ?p?????st?? ?a??? ep?s?? ?a? ap? ?µ?de?
  e?e?d??e?µ???? ste?e??? se s???e???µ????? t?µe??
  µe ap?t??esµa ? ??a??t???? ?a ?a??stata? µ?a ap?
  t?? ?a??te?e? ????pa???? ???st??fa?t????????
  ep??e???se??

42
Case Study ?????????S ?.?.- ?p??e???µat???
a?????

• St? s??????? ?p??-a?ta????st??? pe??ß????? ?a? µe
  t?? s?????e? p?? ep???at??? st?? a????, ?
  eta??e?a a?t???f???e ?t? ??e???eta?
• pe??ss?te?? ?a? p?? e?e?d??e?µ??? p????f???s? ??a
  t?? pe??t? t?? ?a?
• p?? e?????te? eµp?????? p???t???? p?? ?a
  st??????ta? se ??a ???? µ??t??? a????s?? ?a?
  ?at??????p???s?? t?? a????? st?? ?p??a
  ape????eta?
• S??e?d?t?p???se ???p?? ?t? ta µ??a st???e?a p??
  e??e ??a t??? pe??te? t?? ?ta? a?t? t??
  s??a??a??? ?a? de? ?p???a? ?a????? p???t???
  st???e?a ??a t?? t??p? p?? ? ?a???a? t???
  a?????e?

43
Case Study ?????????S ?.?.- ?p??e???µat???
a?????

• ?e? ?p???e p???e?? ? p????f???a ??a t? ßa?µ?
  ??a??p???s?? ap? t?? t??p? p?? ? eta??e?a t???
  e??p??et??se
• ?a?e?? de? ??e?e p??a? t?? p???t?? p?? t???
  d?a?e??????ta?, a? a???a?a? ?a? ap? t??
  a?ta????sµ?, ? a? ?a??pt??ta? p????? ? a?????
  t??? ?a? t? ???e? a????e? ?p???a? p?? ? eta??e?a
  µp????se ?a e??p??et?se?
• ?? s?st?µa p?? ???s?µ?p????sa? de? pa?e??e t?
  d??at?t?ta ?ata??af?? ?a? pa?a???????s?? t??
  pa?ap??? ?a? ?ts? ap?fas?st??e ? e??at?stas? e???
  s???????? CRM e??a?e??? p?? ?a ß?????se t?
  marketing t?? ep??e???s?? ?a ?a????se? µe
  µe?a??te?? a???ße?a t? s?µpe??f??? t?? pe??t? ?a?
  ?a efa?µ?se? µ?a ??a st?at????? p?????t????
  e?e??e??? p?? ?a e?µeta??e???ta? ta p???t???
  ?a?a?t???st??? t?? p??f?? t?? pe?at?? t???

44
Case Study ?????????S ?.?.- ??s?

• G?a t??? pa?ap??? ?????? ? eta??e?a ap?f?s?se ?a
  p??µ??e?te? ?a? e??atast?se? t? Microsoft CRM µe
  t?? e?e?d??e?µ??? ?a??d???s? t?? AST
• ???atast????e t? ?????µa d?a?e???s?? p???se?? t??
  Microsoft CRM p?? pe???aµß??e?
• ta ?????µata t?? pe?at??, t?? d?a?e???s??
  µ???µ?t??, e??a????? p???s??,
• p??sf????, p????aµµat?sµ?? ?a? e?e??e??? t??
  p???t??, workflow manager ?a? t????
• t? ?p?s?st?µa d?a?e???s?? p?????t???? e?e??e???
  (campaign management)

45
Case Study ?????????S ?.?.- ??s?

• ?e t?? e??at?stas? t?? s?st?µat?? se ?e?t???????
  ep?ped?, ???? ?? ???ste? ?ata?????? ?p??ad?p?te
  e????e?a af??? t?? pe??t?
• ??s? t?? workflow manager st????a?
  a?t?µat?p???µ??e? d?ad??as?e? µe ap?t??esµa t??
  ?a??te?? ?e?t?????a t?? tµ?µ?t?? marketing ?a?
  p???se??
• ??????a µe t?? e????e?a p?? ???e? ??a? ???st??,
  a?t?µata t? s?st?µa ?a?????e? se a?t?? ? ??p????
  ????? t? p??pe? ?a ???e? st? s????e?a

46
Case Study ?????????S ?.?.- ??s?

• ??µeta??e??µe?? p????? t?? te???????a Microsoft ?
  eta??e?a epa?a??????t?se µe p?? s??????? t??p?
  t?? ep????????a t?? µe t?? pe??t?
• ?e t? d?as??des? t?? MS CRM µe t?? MS Exchange
  Server, ??? ? ep????????a ???eta? µe email
• ?ata???feta? ?ts? ?a? ? ?st?????t?ta t??
  ep????????a?

47
Case Study ?????????S ?.?.- ??s?

• ?e t?? ?at??t?s? ???a??µ???? e??t?µat??????? ??
  pe??te? ?atat?ss??ta? se ?at?????e? p??f?? ?a?
  ?ts? ep?t???????ta? e?e?d??e?µ??e? eµp??????
  p???t???? st? a???ast??? p??f?? t?? pe??t?
• ? d?af??? ???e?ta? st? ?t? µ???? s?µe?a
  efa?µ????ta? p???t???? se ???ete? tµ?µat?p???se??
  t?? a????? (µ????? µe????? pe??te?, ?e???af???
  pe?????, ???d?? d?ast????p???s?? ??p)
• ??? t??a se ??????t?e? (te?????? a???ast??,
  e?a?s??t?? st?? t?µ? price sensitive)
• ?? ap?t??esµa p??fa???, p???t???? p??
  te?µ???????ta? ß?se? a????s?? t?? p??f?? t??
  pe??t? (customer profile analysis), e??a?
  ap?d?t???te?e? d??t? ?ataf?????? ?a
  a?tap???????ta? se pe??ss?te???? pe??te?, e??
  ta?t?????a e??aµß????ta? ap? a?t??? ??
  e?e?d??e?µ??e? st?? a????e? t???

48
Case Study ?????????S ?.?.- ?f???

• ??????t?? p????aµµat?sµ?? t?? d??aµ???? p???se??
• ????s? p???se?? ???? d??at?t?ta? efa?µ???? p???
  e?????t?? eµp?????? p???t???? µ?s? st?at??????
  customer profile analysis.
• ?e?t?st?p???s? d?ad??as??? µ?s? a?t?µat?p???s??
  ?e?t???????, ????? ???? ?a? µe??s? t?? ??????
  e?t??es?? t?? e??as??? p?? af????? t??
  e??p???t?s? t?? pe??t?
• ? ???s? ??a t?? pe??t? pa?aµ??e? st?? eta??e?a
  ?a? e??a? d?a??s?µ? se ?????

49

• ???a??st? p???
• ??a t?? p??s??? sa?