This section includes a comparison of the CRM requirements and the CRM functionality considered important by the retailers, compared to the CRM functionality provided in theory.
Marketing Automation
Direct Marketing
In accordance with the theory the empirical findings points at the need for functionality supporting “Generating of Address Lists”.
• Functionality described in theory without equivalence in the empirical findings.
o Integration with Graphical Templates Target Marketing
Marketing Segmentation
Zone Systems base the segmentation on the size of the customer, which in theory is described as demographic variable. They also have a segment consisting of customers which Zone Systems would like to have, which can be compared with the “status of relationship” variable in theory. The segmentation variables included in theory without correspondence in the empirical findings are listed in table 23.
Segmentation Variables Demographic (except from size)
Infographics Psychographics
Operating and situation related Dependence and power structure
Table 23: Segmentation variables not used by Zone Systems
• Functionality described in theory without equivalence in the empirical findings.
o One-to-One marketing Campaign Management
In accordance with the theory describing “Campaign Management” functionality, the empirical findings includes need for “Generation of list with contact data” and functionality supporting “Generating Labels”. The need for functionality that makes it possible to base the selection of target group on sales statistics is also emphasized. This can be considered as in accordance with theory. However, in theory the need for creation of campaigns towards companies as well as towards contact persons isn’t emphasized.
• Functionality described in theory without equivalence in the empirical findings:
o Define workflows including schedule for the campaign
o Specifying of costs and expected returns, testing of various scenarios depending on selection of customer segment, campaign schedule, and product offer.
o Analysis of results from performed campaign
o Use the result from the analysis of the campaign to develop new campaigns
o Tracking of direct marketing activities
o Connection between campaigns and questionnaire, projects and web response
o Broadcast campaigns via different mediums
o Generation of campaign reports
o Automatic creation of follow-up activities with synchronization to MS Outlook
o All common campaign reports available
o Monitor your ROI by linking the campaign to a project Analysis of Customer Data
The empirical findings emphasis the need to perform analysis of customer data and to use analysis tools such as OLAP, which is in accordance with the theory describing functionality supporting “Analysis of customer Data” and Analytical CRM.
• Marketing Automation functionality described in theory without equivalence in the empirical findings:
o Cross-Selling & Up-Selling
o Telemarketing
Sales Force Automation
Sales Process/Activity Management Organizing of Sales Activities
When describing the need of organizing sales activities the empirical findings includes the need of reporting time spent on activities, which can be considered as in
accordance with the theory. However, the use of having pre-defined activities which would facilitate the recording of activities, was not included in theory.
Calendar Availability, Individual and organizational To-Do list, and Project Function In accordance with the theory the empirical findings includes the need for “Calendar Availability”, “To-Do list”, and need for functionality supporting creating projects. Access to Information
Mr Stenberg states that it is important that the CRM workplace enables access to information, such as information regarding: Some of the information specified isn’t included in theory, see appendix 14.
In the empirical findings the need for the CRM workplace to provide easy access to different modules in the system is also emphasized. Such as having swift access to modules enabling “Order Registration” and “Generating of New Campaigns”. This aspect is not brought up in theory, were the focus is primly on easy access to information, not to other functionality in the system.
Limitation on Information Access
The empirical findings also provide examples on individuals in companies that need different interfaces, with different information and CRM functionality. These are field salespersons, inside salespersons, system salespersons and so forth. This information wasn’t included in theory.
Document Handling
In line with theory, is the need for Document Handling with the possibility to free-text search. However, the empirical findings put more emphasis on editing rights, and on accessibility issues regarding documents.
Automated Processes
In accordance with theory, the empirical findings brings up the need for “Automated Processes”, which imply that the employees can follow pre-defined workflows when performing activities. However, the retailer also states that there should be different workflows available for different kinds of sales people and different kinds of sales methods, which is not specified in theory.
Alarm Reminders
In accordance with the theory, the empirical findings emphasizes the need for “Alarm Reminders” that can remind the sales person of a specific errand.
Generating Quotations
The need for functionality supporting “Generation of Quotations” is in accordance with the theory.
Linkage to Microsoft Office
The empirical findings emphasize linkage to the Microsoft Office package from the CRM system. This is not included in the theory.
o Limitation of information access
o Analyze sales process: estimate duration of critical activities
o Access to a central database
o Integration with Internet & Intranets Sales & Territory Management
Overview Sales Teams and Sales Activities
The need for management to “Overview Sales Activities” is in line with the theory. Evaluate Sales Force Performance
As in theory, Mr Stenberg states that Zone Systems like to evaluate the performance of the sales force.
Sales Analysis
The need to perform sales analyses is emphasized in the empirical findings, the measures used is presented in table 24 and 25.
Organizational Unit Classification Variables Control Factors
Whole firm Total Volume Sales Volume
Accounts Order Size Profits
Table 24: The sales data included in the empirical findings, which are in accordance with the measures included in the “Sales Analysis Process” described in theory.
Account
Number of account lost Orders
Strike rate
Number of Orders Taken
Table 25: The sales data included in the empirical findings, which is in accordance with the measures included in theory.
Sales Forecasts
The need for functionality for performing “Sales Forecasts” is also in line with the theory.
Managing of Quotation Process
Included in the functionality for “Managing of Quotation Process” are the possibility to make statistic on the quotation process. This is also brought up by Mr Stenberg, who emphasizes the need for information about quotation stock. However, Mr Stenberg didn’t mention any need for “Tracking of quotation process by using follow- up dates, validity dates and user-defined activities”, which was included in theory.
• Sales and Territory Management functionality described in theory without
equivalence in the empirical findings:
o Set up sales teams
o Sales Results, presented graphically
o Managing of quotation process: tracking of quotation process
o Sales Budgets
o Access to analyses of sales against budget
o Managing of activities regarding bonus & commissions
o Full range of reports within sales & marketing included Contact Management
Organizing and Managing of Data
The empirical findings includes a lot of information about the customer company and contact persons that needs to be recorded into the CRM system. The information included in theory, with and without out correspondence with the empirical findings is described in table 26. Business information X Contact persons X Contact data X Information on position X Organizational chart
RFM (recency , frequency, monetary)
Profitability Satisfaction Retention Loyalty Activities X Interactions Documents related to the contact person
Mailings SMS messages
Contact behavioural characteristics
Table 26: The table demonstrates which information in theory that also is included in the empirical findings.
There is a lot of information that isn’t mentioned in the empirical findings, but there is also a lot of information mentioned by Mr Stenberg without correspondence in theory, which is illustrated in appendix 14. The empirical findings provide much more detailed information about contact data and information related to the contact person, while the theory focus more on information on characteristics of the relationship. Integration with Microsoft Outlook
Mr Stenberg emphasizes the need for integration with Microsoft Outlook, which is in accordance with the theory.
Generate Mailings
See “ Direct Marketing” described earlier in this section.
• Contact Management functionality described in theory without equivalence in the empirical findings:
o Send SMS messages to individuals or groups
o Storage of an e-mail as a task directly in the CRM system
o Registration of contact behavioral characteristics that are associated with next contact step
o Drag and drop files, documents and e-mails from Windows Explorer and Microsoft Outlook into the CRM document system
Relations Tab
The need for information on company relations can be compared with the “Relations Tab” included in theory.
Lead Management
Organize and Manage Data about Leads
Zone Systems records information about their prospects, where the information recorded still is necessary at the point when the prospect has turned into a customer. The general information about the lead is more detailed described than in the theory. The information recorded, without correspondence in theory, is information on customer class and details about what information the prospect shall receive. However, there is a lot of data included in theory that isn’t brought up in empirical findings, see appendix 13. The empirical findings doesn’t include any need to record information about potentials or any other information that will provide guidance on what, when or how much the deal might comprise.
Mobile CRM
The need for Mobile CRM, is in accordance with theory. Regarding the need for the customer to interact with the CRM System, the information needed by the customer is described further down in this section, under “Web-based Self Service”.
Reporting Capabilities
As in theory, the empirical findings include a need for making reports. However, the findings doesn’t include many examples on reports that are necessary.
• Sales Force Automation functionality described in theory without equivalence in the empirical findings:
o Configuration Support
o Knowledge Management
Customer Service & Support
CTI
As in theory, the empirical findings includes need for CTI. Web-bases Self Service
Zone Systems have a web-based solution where the customer can access information about products, prices, and the status on present and previous orders, which is in accordance with the theory.
• Customer Service & Support functionality included in theory without equivalence in the empirical findings:
o Managing the Service Process
o Call Scripting
o Contact Center Sales Support – Point-of-Sale
o Workforce Management
o Customer Satisfaction Measurement
o Field Service
o Long/Short-Term rental Agreements
6.3.7 Possible causes to the differences between theory and the