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Sales-force, Marketing
and Service Automation
Semester Genap 2010/2011
Learning Objectives
 Understand the meaning of the terms ‘customer
life cycle’
 Define the strategies that can be used to recruit
new customers
 Understand how to select which customers to
target for retention
 Identify several strategies for growing customer
value
Sales Force Automation
(SFA)
Sales Force Automation Definition
The application of computerised
technologies to support sales people
and sales management in the
achievement of their work-related
objectives
Key Technologies for SFA
SFA hardware includes desktop, laptop
and handheld devices, and contact/call
centre technology
SFA software comprises both ‘point’
solutions that are designed to assist in
a single area of selling or sales
management, and integrated solutions
that offer a range of functionality
SFA Software Solutions
SFA specialists
Selectica
SFA as part of
CRM suite
Onyx
SFA as part of
Enterprise suite
Oracle
EzRoute
Pivotal
SAP
Salesnet
Salesforce.com
Epicor
CallWizard
SalesLogix
Deltek
Selltech
ACCPAC
Fourth Shift
CyberForms
NetCRM
Intentia
SFA Functionality
account management
pipeline management
activity management
product encyclopaedias
contact management
product configuration
contract management
product visualization
document management
proposal generation
event management
quotation management
incentive management
sales forecasting
lead management
territory management
opportunity management
work-flow engineering
order management
Account Management
 Offers sales reps and managers a
complete view of the customer
relationship including contacts, contact
history, completed transactions, current
orders, shipments, enquiries, service history,
opportunities, and quotations
 This allows sales reps and account managers
to keep track of all their obligations in
respect of every account for which they
are responsible, whether this is an
opportunity to be closed, an order or a service
enquiry
Activity Management
Keeps sales reps and managers aware of
all activities, whether complete or
pending, related to an account, contact, or
opportunity, by establishing to-do lists,
setting priorities, monitoring progress and
programming alerts
Activities include preparation of
quotations, scheduling of sales calls
and following up enquiries, for
example
Contact Management
Contact management functionality
includes tools for building, sharing
and updating contact lists, making
appointments, time setting, and
task, event and contact tracking
 Contact list data includes names, phone
numbers, addresses, preference data,
and email addresses for people and
companies, as well as a history of inbound and out-bound communications
Contract Management
 Contract management functionality enables
reps and managers to create, track,
progress, accelerate, monitor and
control contracts with customers
 Contract management helps manage a
contract's lifespan by shortening approval
cycles for contracts, renewing contracts
sooner, and reducing administrative
costs
 The software may use security controls to
ensure only approved people have access to
contracts
Document Management
 Companies generate and use many
documents as they sell to customers brochures, product specifications, price lists,
competitive comparisons, and templates for
preparing quotations, for example
 Document management software allows
companies to manage these documents,
keep them current and ensure that they
are available to reps and managers
when needed
Event Management
Enables reps and managers to
plan, implement, control and
evaluate events such as
conferences, seminars, trade shows,
exhibitions and webinars, whether run
solo or jointly with customers or other
partners
Incentive Management
An issue for sales managers who
use commissions to lift, direct and
reward sales reps’ efforts
In many companies, commissions are
calculated using stand-alone
spreadsheets
Lead Management
Allows companies to create, assign
and track sales leads
 User-defined rules allow leads to be
allocated to reps and account
managers on the basis of role, territory,
product expertise or other variables
Lead management allows for more
equitable workload distribution across
a sales team, and uses security
controls to ensure that reps can only
access their own leads
Opportunity Management
A record of a potential sale or any
other type of revenue generation
Opportunity management software
enables reps and managers to
create an opportunity record in
the database, and monitor
progress against a predefined
selling methodology
Order Management
 Order management functionality allows reps
to convert quotations and estimates into
orders once a customer has agreed to buy
 Order management software may include a
quotation engine, a pricing module, and a
product configurator
 With visibility through a portal, the customer, rep
and manager has access to the same, up-to-date
order information
Pipeline Management
The process of managing the entire
sales cycle from:
 identifying prospects
 estimating sales potential
 managing leads
 forecasting sales
 initiating and maintaining customer
relationships right through to closure
A well-defined sales pipeline helps
minimize lost opportunities and
breakdowns in the sales process
Proposal Generation
 Proposal generation software allows users to
create customized proposals for customers
 Users draw from a database of information to create
proposals which, typically, are composed of several
parts, some of which are customized: cover page and
letter, introduction, objectives, products, product
features, services, prices, specifications, pictures,
drawings, people, experience, resumes, references,
approach, schedule, organization, scope of work, and
appendices.
Quotation Management
Quotation management software
allows reps and managers to
quote for opportunities
 The software allows users to create,
edit, approve, and produce costed,
customized, proposals quickly and
reliably
 Some vendors enable users to create
multimedia proposals with audio,
animation and video
Territory Management
 Territory management software allows sales managers
to create, adjust and balance sales territories, so
that sales reps have equivalent workloads
and/or opportunities
 Some territory management applications come with a
territory management methodology which users can
follow when establishing sales territories
 Some applications link to geographic mapping, or
geo-demographic, software
 The software enables companies to match sales coverage
to market opportunity, create sales territory hierarchies
(cities, states, regions) and reduce the cost of selling by
reducing travel time
 Call cycle scheduling, calendaring and lead
management is often enabled by the software
Workflow Engineering
Workflow engineering software is
useful for designing sales-related
processes, such as the lead
management process, and the event
management process
 It can even be used to design the selling
process itself – the series of steps that a
sales rep must follow in shifting a
prospect from initial awareness to the
close
Examples of SFA Reports
cost-to-serve
sales cycles
customer profitability
share of market
lead conversion
share of wallet
pipeline progress
sales person productivity
quotation performance
win-loss rates
Benefits for SFA Stakeholders
Salespeople: shorter sales cycles, more
closing opportunities, higher win rates
Sales managers: improved salesperson
productivity, improved customer relations,
accurate reporting, reduced cost-of-sales
Senior management: accelerated cash
flow, increased sales revenue, market
share growth, improved profitability
Motivations for Implementing SFA
Motivation
% of sample reporting
Improve efficiencies
72
Improve customer contact
44
Increase sales
33
Reduce costs
26
Improve accuracy
21
SFA will enhance performance when…..
 Sales people find that SFA is easy to use
 Sales people find the technology useful because it fits
their roles well
 Availability of appropriate-to-task SFA training
 Users have accurate expectations about what SFA will
deliver
 Users have a positive attitude towards innovation and
technology
 Availability of user support after roll out, for example,
a help desk
 Involvement of user groups including sales reps and
managers during project planning and technology selection
 Deployment of a multi-disciplinary team in the
project planning phases
 Senior management support for SFA
Marketing Automation
Marketing Automation (MA) Definition
The application of computerised
technologies to support marketers and
marketing management in the
achievement of their work-related
objectives
Benefits from Marketing Automation
 Enhanced marketing efficiency
 Greater marketing productivity
 More effective marketing
 Enhanced responsiveness
 Improved marketing intelligence
 Improved customer experience
Functionality Offered by MA Software
Asset management
Campaign management
Customer segmentation
Direct mail campaign
management
Document management
Market segmentation
Marketing analytics
Marketing optimisation
Marketing performance
management
Marketing resource
management
Email campaign management Partner marketing
Enterprise marketing
Product life-cycle
management
management
Event-based marketing
Search engine optimisation
Internet marketing
Telemarketing
Keyword marketing
Trigger marketing
Lead generation
Web analytics
Loyalty management
Workflow engineering
Asset Management
Enables companies to identify and
track the assets that customers
purchase, license, use, install, or
download
 Assets can be either tangible, intangible
or blended
Campaign Management
Automates the processes involved in
planning, implementing, measuring,
and learning from communication
programs targeted at prospects or
customers
The key elements of campaign
management software are workflow,
segmentation and targeting,
personalization, execution,
measurement, modelling and
reporting
Customer Segmentation
The practice of partitioning
customers into homogenous
subsets so that each subset can
be addressed as a unique marketing
audience
This is the foundation of
customer portfolio management
Direct Mail Campaign Management
 A specific form of campaign management in
which the communication medium is
direct mail
 Direct mail has many applications including
lead generation, lead conversion,
building awareness, up-selling and
cross-selling, customer retention,
database building or image
enhancement
 Important contributors to direct mail
success are the list, the creative
execution, the offer, and the timing
Email Campaign Management
Email campaign management is a
specific form of campaign
management in which the
communication medium is email
Email is cheap, easy to use and
ubiquitous
Enterprise Marketing Management
 Encompasses the business strategy,
process automation and technologies
required to effectively operate a marketing
department, align resources, execute
customer-centric strategies and improve
marketing performance
 It is best-suited for large organizations with 50
or more people in marketing
 This includes functionality for campaign
management, lead management, MRM
[marketing resource management] and
analytics
Event-based Marketing
Occurs when an event triggers a
communication or offer
Event-based campaigns are usually
initiated by customer behaviours or
contextual conditions
Internet Marketing
The process of creating value by building
and maintaining online customer
relationships
7 Stage Cycle of Internet Marketing
Keyword Marketing
The practice of generating website
traffic from internet users who
have entered keywords into
search engines such as Google,
Yahoo!, AOL, Ask.com and Live
search (formerly MSN)
Lead Generation
An important marketing objective,
particularly in business-to-business
contexts
 Sales people challenged to grow the numbers
of customers served need to be presented
with high quality leads for follow-up
Marketers can deploy campaigns, events,
seminars, Webinars and other tactics to
generate the leads
Loyalty Management
 Loyalty management functionality allows
organisations to develop and operate loyalty
management programs
 The development of customer loyalty is a goal of
many CRM programs
 The availability of loyalty management
applications is a direct response to this need
 Loyalty, or frequency, programs are important to
several constituencies – the brand owner who
operates the program, the member who collects
and redeems credits, and the channel partner
who transacts with the member
Marketing Analytics
The application of mathematical and
statistical processes to marketing
problems
Marketing analytics can be used to
explore, describe and explain
Marketing Optimization
Marketing optimization software allows
companies to select an overall goal,
such as sales or profit margin
maximization, and specify all of the
constraints of a marketing campaign
strategy
The software then determines which
customers should get which offer through
which channel to ensure the campaign
objectives are met
Marketing Performance Management
 Marketing performance management (MPM) software
enables companies to measure their marketing
performance though analysis and reports, and
improve outcomes over time through closedloop marketing
 Senior management is progressively becoming more
demanding that marketers be accountable for their
expenditure, and MPM helps marketers meet that
expectation
 MPM, which is typically focussed on analysis of
marketing tactics such as events and campaigns, is
routinely built into most MA applications
Marketing Resource Management
 Marketing resource management applications consist of
a range of automated tools that enable marketers to
manage their marketing processes and assets
more effectively, and to work at greater speed
and with improved control
 MRM toolkits may include modules for :
 Marketing planning and budgeting, New product launch,
Marketing event calendaring, Event planning and
registration, Project management, Campaign planning,
Collateral production, proofing and approval, Digital asset
management, including brands, trademarks, logos and
collateral, Expense and budget management, Time
management, Media buying, and Procurement
Partner Marketing
 Partner marketing solutions enable companies to
coordinate and work collaboratively with
channel partners and others
 Partner marketing solutions are used to manage
processes such as:
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partner qualification and sign up
development of joint business plans and objectives
cooperative advertising and promotions
lead management
co-branding of collateral and point-of-sale materials
measuring partner performance
partner training
administration of marketing funds
specialist partner incentive schemes
Product Life-cycle Management
 Product life-cycle management (PLM) applications
help marketers manage life cycle stages
effectively and profitably
 PLM software solutions facilitate collaborative
intra- and extra-enterprise engineering,
product development, and improved
management of projects, product portfolios,
documents, and quality
 PLM applications can provide a single source of all
product-related information to use in the
innovation, design, engineering, feasibility,
launch and market development processes
Telemarketing
 Telemarketing is the use of the telephone to
identify and qualify prospects, and to sell
and service the needs of customers
 Telemarketing takes two forms:
 inbound (calls from customers)
 outbound (calls to customers)
 a blended function with agents both making and
receiving calls
 Telemarketing is widely employed in both B2C
and B2B environments, but is subject to
legislative control due to its intrusive nature
Telemarketing Functionality
 Auto-dialling
 Predictive dialling
 Automated voice-messaging
 Contact list management
 Agent management
 Do Not Call compliance
 Screen pop with caller ID
 Scripting, including objection response
 Computer Aided Telephone Interviewing (CATI)
 Interactive Voice Response (IVR)
Trigger Marketing
The practice of responding to some
customer-generated or customer-related
event in a way that is designed to achieve
some marketing goal such as make a sale,
identify a cross-sell opportunity, prevent
negative word-of-mouth, or promote
positive word-of-mouth
The event triggers the response
Web Analytics
Report the behavior of website
visitors
Include performance data from
campaigns and events that involve
the web site, for example the number of
click-throughs from a web-link inserted in
a campaign email
Two main technologies collect data
 logfile analysis
 page-tagging
Workflow Engineering
Workflow engineering software is
useful for designing marketingrelated processes, such as the
campaigning process, event-based
marketing process, or the marketing
planning process
Service Automation
Attributes of Companies Renowned for Excellent Service
1.
2.
3.
4.
5.
6.
Customer service is pervasive

It is everyone’s responsibility; it is neither delegated nor relegated to
a single department or function.
Their operations run smoothly with minimal product and service
defect rates, allowing them to focus on pleasing customers
They are always looking for ways to improve.
Customer service lies at the heart of the value proposition.

Customer service is the main selling point.
They build personal relationships with customers.
They employ the latest IT to
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allow their customers to interact with them more conveniently
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develop a profound understanding of what customers need and want
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track activities and processes that influence customer experience.
Service Automation (SA) Definition
Service automation is the application of
computerised technologies to support
service staff and management in the
achievement of their work-related
objectives
Where is service automation deployed? [1]
contact centres
 Contact centres are configured to
communicate with customers across multiple
channels including voice telephony, mail,
email, SMS, instant messaging, web
collaboration and fax
call-centres
 Call centres are generally dedicated to voice
telephony communications, whether through a
public switched telephone network, cell-phone
network, or VoIP
Where is service automation deployed? [2]
 help-desk
 Help-desks are usually associated with IT
environments where assistance is offered to IT users
 SA applications such as case management, job
management and service level management are used
in this setting
 field service
 Field service is widespread in both B2C and B2B
environments
 Service automation applied to field service operations
involves technologies such as job management,
scheduling, mapping and spare parts management
Key Technological Elements of SA
Infrastructure
Data
Device
Software
Benefits from Service Automation
Enhanced service effectiveness
Greater service productivity
Improved customer experience
Functionality Offered by SA Software
Activity management
Mapping and driving
directions
Agent management
Outbound communications
mgmt
Case assignment
Queuing and routing
Case management
Scripting
Contract management
Scheduling
Customer self-service
Service analytics
Email response management Service level management
Escalation
Spare parts management
Inbound communications
Web collaboration
mgmt
Invoicing
Workflow engineering
Job management
Activity Management
 Enables service staff to review their workload,
to-do list and priorities as directed by their
manager or scheduler, and to report back on
progress and issue resolution
 Some applications allow activities to be updated
in real-time by dispatchers and routed to the
technician, so that work can be reprioritised
 Alerts can be set so that appointments are not
missed, or to notify agents and their managers
that issues are unresolved or service levels are
about to be, or have been, violated
Agent Management
A high priority for call- and contact-centre
managers
Too few agents and customers will be
dissatisfied with wait-times; too many
agents and payroll costs will be
unnecessarily high
Technologies that contribute to this
outcome include queuing, scripting, and
knowledge management
Case Assignment
Case assignment applications ensure
that each enquiry or issue gets routed
to the right agent or technician for
resolution
Customer service agents might, for
example, be organised according to
language skills, and field service agent by
product category
Case Management
 Case management covers the full cycle of
activities involved from receiving initial
notification of a matter of concern to a
customer to its final resolution and the case
file being closed
 Case management is also known as incident
management and issue management.
 Cases, incidents or issues are initiated by
the creation of a trouble ticket
 Customers may be allowed to do this by web-form, or
by emailing or calling a service or contact centre
Contract Management
Contract management functionality
enables service engineers and
managers to create, track, progress,
accelerate, monitor and control
service contracts with customers
Many companies now sell extended
service contracts to customers when
warranty periods have expired
Customer Self-service
 An attractive option for companies because it
transfers the responsibility and cost for
service to the customer
 Customers who self-serve are much less likely
to place demands on contact-centre, callcentre, help-desk or field service staff
 Customers are typically more competent at
self-serving when transactions are involved
(e.g. online banking or music downloads);
however, they are less competent when
problem-resolution is concerned
Email Response Management Systems
 Email response management systems (ERMS)
are not only useful for handling inbound
emails but also for delivering outbound emails
and SMS messages
 ERMS are designed up to manage the
reception, interpretation, routing, response
and storage of incoming email securely and
effectively
Escalation
Escalation ensures that issues get
escalated according to internally
determined rules
Higher levels of authority typically have
greater discretion to resolve issues
 For example, a front-line customer service
agent might be required to escalate to higher
levels of management issues that have a
potentially high cost or reputational
consequence
Inbound Communications Management
 Inbound communications management (ICM)
applications allow companies to receive, route,
queue and distribute incoming
communications from any channel – voice
telephony, email, fax, instant message, SMS, fax,
web form – to agents in any location including
contact centre, in the field or at home
 A unified queue, issue/content recognition,
intelligent routing, and knowledge-base integration
allow agents to deliver a consistent customer
experience and to respond effectively to service
requests whatever the communication channel
Job Management
 Job management applications offer a range of
functionality including:
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cost estimation
quotation generation
creation of trouble tickets
job planning
travel time and distance calculation
job clustering (to reduce travel time)
Calendaring
Scheduling
spare parts management
job progress tracking
Invoicing
service level management
technician despatch
time management
product configuration
Mapping and Driving Directions
Solutions that provide mapping and
driving directions are very useful for
service engineers who need to visit
customers’ homes or business premises
Taking into account the engineer’s pointof-origin, service locations, job priorities,
service level agreements and other
variables, mapping solutions can minimize
travel times and distances to ensure that
service tasks are performed optimally
Outbound Communications Management
 Outbound communications management
software applications are used in a service
environment to:
 acknowledge service requests
 make and confirm service appointments
 advise on the progress of a service task
 invoice for out-of-warranty service
 follow-up after service to ensure that the customer
is satisfied
Queuing and Routing
 Queuing and routing applications allow
issues to be routed to agents with
particular expertise and positioned in
that agent’s queue according to some
criterion
 Routing is usually determined by case
assignment rules and position in the queue is
determined by customer value or some other
metric
 The objective of queuing and routing is to
ensure that every service issue is presented
to the most appropriate agent for handling
and resolution
Scheduling
 Scheduling involves planning and organising a
service technician’s activity plan for a day, week
or other period
 A technician’s schedule contains details on the
customer, location, time, product and issue
 Some scheduling applications take into account a
range of considerations to ensure that the right
technician is sent to service the customer
 travel time and distance, technician availability,
technician skills, customer access hours, service level
agreement, availability of spare parts, and the
technician’s hourly rates of pay.
Service Analytics
 Service analytics provide managers with
information on how effectively and
efficiently customer service generally, and
individual agents or technicians specifically,
are operating
 Important metrics for managers of field service
operations, for example, include technician
utilization, parts inventory, travel time, first time
fix rate (FTFR), mean time to resolve (MMTR),
and job backlog
Service Level Management
 Service level management applications allow
managers to control the level of service that
is offered to customers, and technicians to
deliver the level of service agreed
 Service levels can be agreed for a number of
variables including:
 availability (the percentage of time that the service is
available over an agreed time period)
 usage (the number of service users that can be
served simultaneously)
 responsiveness (the speed with which a demand for
service is fulfilled)
Web Collaboration
 Web collaboration between customer and
service agent is enabled by technologies
that use instant messaging (web chat), or
allow both parties to co-browse web-pages
 Customer service agents can collaborate
with a number of customers simultaneously,
or can prioritise based on customer value or
some other metric
Workflow Engineering
 Workflow engineering software is useful for
designing service-related processes, such as
problem diagnosis and issue escalation.
 Workflow for field service operations will
define:
 how service requests are validated
 how service tickets are issued
 how tickets are allocated
 how problems will be diagnosed
 how parts will be ordered
 how problems will be fixed
 how customers will be invoiced, and so on.
References
Francis Buttle, Customer Relationship
Management: Concepts and Technologies,
2e, Elsevier Ltd., 2009
Baran, Galka and Strunk, Principles of
Customer Relationship Management,
South-Western, 2008