CDC_CRMP_GBAR_CRMInTheAdaptiveEnterprise_US by PivotalCRM


									                                                  CRM in the Adaptive Enterprise
                                                  CRM Must Adapt to Evolving Business Priorities

                                                                                                                                                                    A R T i C l e
Evolutionary Considerations                       Businesses change, so CRM technology must be adaptable. From regulatory changes to mergers
It’s important to choose a flexible CRM           and acquisitions, every shift in the external business climate can require corresponding moves in
solution. Flexible architecture and platform      strategy and business processes. Businesses need technology infrastructures that can respond to
technology marks the difference between           rapid change.
adaptable, competitive organizations and
inflexible, slower-moving organizations.          Just as some consumers prefer modular furniture that can be expanded and contracted to
Regulatory pressures and evolving                 re-configure a physical space, the ability of mid-sized companies to re-configure processes quickly
permission-based marketing principles will        through flexible technology can be a competitive advantage.
cause some companies to struggle and
cobble together solutions in spite of their       One approach to creating a CRM solution involves envisioning every possible feature, function, and
systems.                                          business rule that an organization might ever require over its lifetime, and then delivering it out-of-
                                                  the-box. Vendors who’ve taken this approach have produced CRM solutions that are cumbersome
Forward-thinking and agile enterprises will
select flexible CRM to move them forward,
                                                  and inflexible.
and might view the need to address regulatory
                                                  Instead of trying to envision every possible feature and business rule, Pivotal CRM provides a set of
requirements as an opportunity to renovate
their systems.                                    building blocks that can be assembled to support unique business processes and solutions. These
                                                  building blocks consist of product architecture and platform technology. The Pivotal CRM solutions
Key questions to consider:                        for sales, marketing, service, and channel management, as well as our industry-specific solutions,
•	 Are your market conditions stable or           derive their flexibility from the strength of these building blocks.
                                                  For many of our customers, this has provided the agility they need to connect with their clients and
•	 Will you need to change the way you
                                                  to link systems and applications inside and outside the company, as well as the flexibility to adapt
   do business to keep up or outpace the
                                                  to changing business requirements.

•	 What is your plan to keep up with regulatory   Customization Versus Configuration
   pressures in your industry?
                                                  In general, there are two measures of CRM flexibility: configurability and customizability. Each
•	 What technology infrastructure is needed to    of these has its own distinct merits, despite the fact that the industry often uses the terms
   support new systems, new data sources,         interchangeably.
   and new users?
•	 Can all important and relevant customer        Configuration lets even non-technical users make changes to the application or the user interface,
   information be collected and combined          typically without programming. For example, users can select pre-determined security settings,
   within this technology infrastructure?         change interface preferences, or define sales territories. Configuration is restrictive in that
                                                  configuration settings are limited to a range of pre-defined possibilities. As a result, organizations
                                                  can only model their business processes within the limits of the configuration settings delivered by
                                                  the vendor. This “sandbox” solution is valid if and only if your vendor understands your business
                                                  better than you do. For more complex configurations, such as end-to-end business processes, a
                                                  business analyst can be employed to configure each module within the overall CRM application.

                                                  Customization lets companies model unique business processes by modifying an application or
                                                  template through system-level properties or programming code. For example, a sales process to
                                                  manage RFPs or RFIs could be modeled by adding tables and code to customize an application.
                                                  Customization, when done properly, allows organizations to “redefine the sandbox” by supporting
                                                  their existing business processes (no matter how complex), or even creating new ones.

                                                  Making it easy to customize a CRM application is one of our core differentiators. Through a
                                                  combination of configuration and customization, Pivotal CRM solutions can be modeled to any
                                                  business process, while configuration settings are limited appropriately to areas such as allowing
                                                  sales managers to change a sales process by editing milestones, or allowing users to personalize
                                                  display preferences.

                                                  The Pivotal CRM Approach
                                                  The Pivotal CRM Suite is unique in combining a flexible platform with key out-of-the-box features,
                                                  resulting in an architecture that is as easy to customize as it is to configure. A customizable CRM
                                                  application supports changes in both underlying data definitions and business-process rules
                                                  without requiring alteration of source code, binaries, or runtime environments.

                                                  Adaptable CRM Architecture
                                                  The Pivotal CRM architecture is “metadata-driven,” which means customer data is isolated from the
                                                  business rules that describe how data is used. A metadata-driven approach to architecture makes

                                                                                                                                            Pivotal CRM | Article
it easy to change both how and what data is presented,             Interfaces) for Visual Basic and VB Script application
modified, distributed, or accessed. New database tables can        developers to customize against, as well as providing support
be added, for example, and business rules that describe            for .NET scripting, with the ability to write new server scripts in
workflows can be altered. Other systems can be integrated,         C#, VB.NET, and other .NET languages.
security settings can be modified, and even the look of
the application can be tailored for different users. Not all       Deployability
CRM solutions can be customized like this. For some CRM            The implementation of a CRM system rarely comprises the
solutions, customer data and the rules that describe it are        largest cost in any CRM deployment. As business goals and
inextricably linked together, forcing a business to operate the    processes change or become more refined in response to the
way the technology does.                                           changing marketplace and competition, the CRM deployment
                                                                   needs to evolve in lock-step. To faciliate this ability to move
Built to leverage .NeT                                             with the organization, CRM systems must be implemented
Pivotal CRM’s metadata-driven architecture is designed on          with the foresight to allow for post-implementation
the .NET framework—significantly decreasing the time and           configuration and/or customization without disrupting day-to-
effort needed to integrate CRM with enterprise applications        day business.
and data, both within and across business boundaries.
.NET enables both new and existing applications to connect         Most CRM vendors deliver support for offline test and
with software and services across platforms, applications,         development systems, allowing customers to create,
and programming languages using standard Web Services              implement, and test customizations/configurations before
protocols (XML, SOAP, WSDL, and UDDI). This facilitates            moving them into production. Some systems require that
the ability of Pivotal CRM to integrate with Web Services, and     customers re-implement the changes they’ve made to their
provides the ability to quickly build, deploy, manage, and use     test system (code line by code line) on their production
connected, secure solutions. Companies can extend their            system.
existing infrastructure more quickly in the way they see fit.      By comparison, Pivotal CRM provides a push-button
                                                                   implementation method: customizers centrally modify the
A Graphical Customization Toolkit                                  Pivotal CRM system and move customizations from an offline
Customizations are performed within the Pivotal CRM                development system into production with a single command
graphical customization toolkit, an easy-to-use visual tool that   called a UFO, or Upgrade From Offline.
enables rapid customization to meet business needs. Familiar
metaphors such as forms, tables, lists, and queries—the            The Right CRM Architecture Makes You
key elements that customizers interact with—are designed
to be intuitive for customizers to use and learn. Pivotal CRM
provides an elegant, uncomplicated framework for how these         For complex organizations that require robust sales,
metaphors interact with each other to create functionality.        marketing, service, and channel management capabilities,
                                                                   being able to customize a CRM solution is essential. These
Customizers work with forms, which are the visual                  companies need to model unique business processes, and
representation of CRM data, business processes, and                they often have to integrate a CRM solution with other existing
workflow that the user sees on their client. Forms contain         enterprise applications. For CRM software, flexibility is a
the database structure—every field on a form is, by default,       function of how easily the software can be customized and
linked to a table in the database. To modify a form to meet        integrated. This flexibility is determined, or constrained, by the
the needs of users, customizers lay out the form directly          software’s underlying architecture.
using point-and-click buttons and other screen elements.
Customizations are then saved as metadata, not as code or          Centra (USA)
rigid table extensions.                                            Centra, a leading provider of specialized software and
                                                                   services for online business collaboration, has embraced
For example, creating a simple customer contact form
                                                                   CRM across all customer-facing aspects of its business,
requires the customizer simply to link the new form to the
                                                                   automating its sales, marketing, and service departments.
corresponding database element, lay out the form using our
                                                                   Centra’s director of business systems, Todd Williamson,
graphical form designer, and register the new form with the
                                                                   describes Pivotal CRM as a “springboard” for their ongoing
navigation menu. All this is done without needing to write a
                                                                   service and support strategy. He says, “(The Pivotal CRM)
single line of code. If a new table is required for this form,
                                                                   architecture allows us to more quickly adapt our technology to
Pivotal CRM has graphical tools to allow the customizer to
                                                                   ever-changing business needs.”
quickly build new tables into the system.
                                                                   Using Pivotal CRM, in conjunction with CDC MarketFirst,
This powerful WYSIWYG model for customization makes the
                                                                   Centra manages all marketing projects and campaigns;
process easy, rapid, and intuitive. Pivotal CRM provides form
                                                                   provides opportunity management and forecasting
templates out-of-the-box with logic and rules built in. In this
                                                                   support for sales; delivers incident tracking and support-
way, the customizer role can be filled by any business analyst,
                                                                   contract management to the support department; offers a
because no code-level changes are required.
                                                                   knowledgebase for all employees; and, provides the product-
To ensure customizers have a full range of options for how         development group with customer enhancement requests and
they prefer to work, the Pivotal CRM team makes available          technical-issue management.
a comprehensive library of APIs (Application Programming

                                                                                                                       Pivotal CRM | Article
Asked what aspects of their business they use Pivotal CRM          Compliance Can Present New Opportunities
for, Williamson says, “It’s probably easier to define what         Evolving regulatory-compliance requirements in every industry
we don’t use it for.” He adds, “Today Centra has the most          mean that businesses have to assess and report on more
maintainable and extensible architecture to move our CRM           internal controls. Rather than implementing stand-alone
application forward. As business rules change, we now have         applications that support each regulation, more businesses
the lowest total cost of development and administration            are investing in technology applications that not only enhance
environment within which to grow our internal systems and          their ability to comply, but further improve efficiency.
                                                                   Of course, there are a slew of federal and industry regulations.
eSRi (USA)                                                         California Senate Bill 800 (SB800) gives homebuilders the
For ESRI, CRM was about creating a centralized company             right to fix problems that may occur in a new home before
knowledgebase to bring together everything ESRI “knew”             the homeowner can file a lawsuit. AMA’s Council on Judicial
about a given customer. ESRI wanted their solution to give         and Ethical Affairs publishes guidelines to help physicians
them a better way to serve an ever-growing customer base,          and industry representatives make ethical decisions regarding
which now includes most U.S. federal agencies, national            the appropriateness of gifts. Sarbanes-Oxley protects
mapping agencies, 45 of the top 50 petroleum companies,            shareholders and the general public from accounting errors
U.S. state health departments, and most forestry companies.        and fraudulent practices.

ESRI’s director of sales operations, Jeff Peters, explains, “We    There’s an opportunity for companies to leverage investments
have always been very customer-driven. The problem was             in CRM to automate and otherwise improve their business
finding a system that could support this customer-driven           processes, as well as comply with regulations. In financial
company approach, and then re-engineering our approach to          services, for example, organizations face multitudes of
data to architecturally support that solution.”                    compliance issues. Gram-Leach Bliley (or PIPEDA in Canada)
                                                                   regulates how customer information is handled, used, and
“Customization is the strength of Pivotal CRM —that’s why we       shared by companies. Regulatory bodies such as the SEC or
chose it,” adds Peters. “It’s the fact that Pivotal CRM offers     NASD have their own regulations; for example, tracking gift-
a rapid development environment and highly customizable            giving to asset managers, and disclosing of affiliations and
system. We would never have gotten out of the gate if we had       interactions with analysts and reported companies.
a pre-canned system that forced us to tell people that they
had to change the way they do things. People do things often       These key compliance issues are addressed by the Pivotal
because that’s the way that it needs to be done. People are        CRM financial services applications, which can track and
smart and want to feel like they are influencing things, so if     report on: use of customer information, gifts to brokers for
you come in with a top-down sledgehammer, you might as             fund wholesalers, interactions with clients (phone calls,
well uninstall the software from the system because they’re        meetings, e-mails, etc.), analyst relationships with reported
not going to use it.”                                              companies and officers, and the influences these parties may
                                                                   have upon each other.
Allianz Dresdner Asset Management (United Kingdom)
                                                                   Around the world, there is pressure from regulators to
Aimed at improving the service and value they provide              incorporate permission-based marketing practices in all
to both institutional and retail clients, Allianz Dresdner         customer and prospect contact. The companies that build
Asset Management has benefited from the flexibility and            successful relationships with customers and prospects not
customizability of the Pivotal CRM system, using it to more        only align themselves to incorporate privacy safeguards,
tightly integrate their marketing and sales functions. “It would   but also to gather and use information in a way that sets
have been an easy option to go down the off-the-shelf or           them apart from their competition. These companies are
packaged-application route, but this would not have served         finding ways to tailor marketing practices to deliver targeted,
the needs of our business well in the long term,” explains         personalized messages that put the right offer in front of the
Giles Hardy, head of e-business at Allianz Dresdner Asset          right person at the right time, ideally using the medium of
Management.                                                        choice.
“By working closely with the Pivotal CRM team in the UK,
we have been able to take a phased approach to the                 FPDSavills (United Kingdom)
development and implementation of a comprehensive CRM              At a time when both the commercial and residential property
solution which we expect to continue to serve our needs            markets were experiencing considerable growth, the board
across both sides of our business. We recognized the value         at FPDSavills made a strategic decision to centralize all
that a highly responsive CRM system could bring to our             IT systems. Their goal was to reduce IT operating and
business, enabling us to open up the lines of communication        management costs, drive improved customer service,
and interaction between what were previously distinct              and comply with new legislation that required property-
business information silos.”                                       management organizations to furnish full audit trails on all
                                                                   mortgage services provided to their clients.
Hardy adds, “The investment management business is very
specific, detailed, and highly complex. Due to the flexibility     Driven by the need to comply with the new regulations,
and customization capabilities of the Pivotal CRM technology,      coupled with the need to provide a highly personalized and
we have been able to adapt the system to meet these needs.”        responsive service to their clients, FPDSavills developed a

                                                                                                                     Pivotal CRM | Article
                 customized contact management and mortgage solution                      Flag Choice Hotels (Australia)
                 entirely using Pivotal CRM.                                              Flag Choice Hotels, the second largest accommodation-
                                                                                          franchising group in Australia, needed a scalable solution that
                 FPDSavills IT director Richard Coleman states, “Using Pivotal
                                                                                          supported real-time distributed environments, wireless and
                 CRM, we are now able to manage the complete process of
                                                                                          disconnected users, and multiple interaction channels.
                 selling properties through a single system. From attracting
                 vendors, marketing properties, and matching with prospective             “Right from the beginning, the Pivotal CRM system struck us
                 buyers, to managing expense claims and invoicing vendors,                as being a flexible solution that would grow and develop with
                 Pivotal CRM underpins our entire business on a day-to-day                us at our pace,” explains Flag Choice Hotels’ IT manager,
                 basis.”                                                                  David Blackman. “Our business is extremely complex and we
                                                                                          have a layered approach to dealing with our various markets
                 Because of the speed and flexibility with which FPDSavills
                                                                                          and to reporting on them. In fact, Pivotal CRM has been more
                 developed and implemented new business modules with
                                                                                          widely used than originally envisaged, effectively becoming an
                 Pivotal CRM, they have been able to centralize core client
                                                                                          indispensable tool for Flag Choice’s day-to-day operations.”
                 information and automate business processes to meet
                 regulatory requirements.                                                 Flag Choice Hotels has extended the Pivotal CRM system into
                                                                                          other areas of the business, and continues to add features to
                 Sharp electronics (USA)                                                  the solution to keep in step with business change. “The initial
                 Sharp Electronics treads carefully between wanting to know               installation highlighted just how many areas could benefit from
                 and serve customers well while not violating their right to              Pivotal CRM,” says Blackman. “As we make greater use of the
                 privacy. “Privacy simply means sharing information with those            technology, we continue to learn how we can work smarter
                 companies we trust, while not divulging to those we don’t. It            and be clever in the way we develop and use it. Pivotal CRM
                 means using what we know about customers to meet their                   has opened up doors for us, and that is invaluable, given the
                 needs—the way they want them met,” says Sharp’s director of              increasingly competitive market we work in.”
                 strategic marketing, Fred Krazeise.
                                                                                          North Shore Credit Union (Canada)
                 Sharp carefully tracks response rates of lifecycle message
                                                                                          For North Shore Credit Union, integrating flexible software
                 campaigns and newsletter content, even tracking the
                                                                                          enabled them to achieve 100% of their three-year growth
                 frequency with which e-mails are forwarded to colleagues and
                                                                                          plan target in just 18 months. One of the fastest-growing
                 friends. “By analyzing this information we have the insight we
                                                                                          credit unions in Canada, North Shore Credit Union uses
                 need to make changes to both our content and the frequency
                                                                                          CRM to help respond to rapid changes and new competitive
                 with which we communicate to our subscribers, ensuring
                                                                                          pressures in the financial services sector. “Our greatest
                 we’re respecting their preferences and their privacy,” says
                                                                                          challenge was dealing with other financial institutions that
                 Krazeise. He continues, “By giving customers and prospects
                                                                                          were globalizing, reducing costs, and therefore providing their
                 what they need, we’ve been able to maintain consistent
                                                                                          services at a cheaper price,” explains Chris Catliff, president
                 subscribe and unsubscribe rates for every issue.”
                                                                                          and CEO at North Shore Credit Union.
                 CRM Should Help You Grow Your Own Way                                    “We countered by adopting an innovative model of service
                 Flexible CRM technology must not only capture current                    excellence that relies on CRM to provide timely, customized
                 requirements, but also retain the flexibility to change and              information to our staff so that they can respond in a very
                 evolve with the business as rapidly as possible. What’s                  member-intimate fashion. Pivotal CRM met our key criteria
                 required is a system designed specifically to reflect the                for a CRM solution because it was faster to implement, less
                 underlying processes both in the front-office and back-office            expensive than other alternatives, and it wasn’t bulky. It
                 and which, as business conditions change, has the ability to             allowed us the flexibility to take what we needed, and ignore
                 alter relevant processes appropriately.                                  the other screens and capabilities for which we really had no

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