Proposición de Funciones de la música en el Cine

In the context of providing an online video service, a customer relationship management (CRM) system should support ad sales, content sales, content marketing, and customer service

processes:

 In ad sales, it should help Ad Sales Manager to gain better understanding of their

customers‘ needs, build better customer relationships, and be more proactive. It should also help Ad Sales Manager succeed in a market with increasingly complex sales processes and relieve them from administrative work so that they can focus on selling.

 In content sales, it should help Content Managers track past customer

interactions, customer preferences, and content buying patterns to help drive more content sales and more profitable customer relationships.

 In content marketing, it should help Content Marketers plan, implement, and

measure more effective content marketing campaigns by analyzing buyer trends, behaviors, and offers that allow your marketing teams to track real-time results and optimize return on investment (ROI).

 In customer service, it should help customer service agents to immediately

recognize the customer, provide a 360-degree view of past customer interactions, and provide knowledge management capabilities, enabling service professionals to share answers and insight with customers with ease.

Microsoft Dynamics CRM (http://www.microsoft.com/dynamics/crm/default.mspx) meets these

requirements, providing the following key benefits and functionalities:

General Benefits of Microsoft Dynamics CRM

 Usability: Microsoft Dynamics CRM delivers CRM functionality as a natural extension of

Microsoft Outlook, so most people in organizations will already know how to use it. Customer e-mails, appointments, tasks, and contacts are all in one place, so people are ready to focus on sales, not administration.

 Office integration: For instance, a calendar that supports different time zones helps teams to

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 Better customer insight: Understanding customers‘ needs more fully helps foster better

relationships with them. This applies to both advertisers and consumers. Microsoft Dynamics CRM provides centralized, but customizable CRM functionality to view their preferences and interaction history, and it allows content service providers to enhance user profiles with each interaction.

 Better data management: The wizard-based Data Migration Manager enables easy migration

of data from existing systems, and robust data management and data cleansing capabilities help with bulk processes like purges, data duplication detections, real-time duplicate detections, de-duplication, opt-in/opt-out management, and record deletions.

 Benefits related to Ad Sales/Content Sales

 Opportunity qualification: Knowing who the best prospects are helps to focus sales efforts

and spend time cultivating the relationships. Microsoft Dynamics CRM provides easy access to required data and a clear picture of top leads and prospects.

 Better sales processes: To make sure best practices are applied in each process instance,

Microsoft Dynamics CRM uses a workflow system that supports human workflow based on templates reflecting the best practices, and that helps to automate PC-based processes. Lead and opportunity management, automated lead routing, enforceable qualification

methodologies, sales process management, and competitor tracking become more consistent, so an organization‘s sales team can be more productive.

 Sales performance analysis: Flexible reporting provides the information to identify trends,

problems, and opportunities. Microsoft Dynamics CRM helps to forecast sales, measure business activity and performance, and track sales and service success.

 Relationship tracking: Simplify tasks by easily adding, tracking, and editing relationships

between your contacts, accounts, and suppliers. You can even define relationship hierarchies between companies or individuals, or create new types of relationships intuitively from the user interface.

Benefits related to Content Marketing

 Keep customers informed: When new content offerings or new functionality are available,

organizations can push information to customers automatically with simple, wizard-driven marketing and sales force tools.

 Campaign management: Enables marketing team to quickly set up and execute a targeted

marketing campaign on the fly via a guided wizard. Plus, it is straightforward to integrate customer records to marketing lists and define and export/import security roles and system settings.

89 Benefits related to Customer Service

 Superior customer service: Advanced organizational case management is available

to quickly create, manage, and resolve service issues with streamlined access to Service Level Agreements (SLA). Includes access to case history, problem diagnosis, and resolution information.

 Customer service automation: Service requests can be assigned, managed, and

resolved with automated routing, queuing, and escalation, along with case management, communications tracking, and auto-response e-mail.

 Quick and accurate issue resolution: First-call resolution rates can be improved

using a searchable, shared knowledge base of information organized by content offering and service category.

 Continuous improvement of customer satisfaction: Customer satisfaction can be

measured proactively during each service interaction to help ensure long-term customer loyalty.

90 Figure 63: Microsoft Dynamics CRM – Tracking Customer Interactions

Customization and Integration

Within the proposed architecture, the CRM system needs to be customized to address the specific needs of ad and content sales processes, and it needs to be integrated with the systems

supporting the ―advertising,‖ ―e-commerce,‖ and ―attract and retain users‖ business functions. All of these business functions require customer insight and at the same time can help to enhance the customer profile:

 The e-commerce solution (see section 6.2.2.4) manages key customer interactions

such as content purchases, which need to be tracked in the CRM solution to provide a 360-degree view of the customer. On the other hand, the CRM solution holds customer profiling data, which is needed to drive personalized content promotions in e-commerce, for example.

 The digital advertising solution (see section 6.2.2.3) gathers clickstream data,

which is an important part of the user profile stored in the CRM solution. This solution also offers a more complete picture of the entire customer journey through a Web experience. In addition, user behavior data provided by Web analytics providers might be tracked in the CRM solution. On the other hand, (anonymous) aggregate user profiles of certain target demographics may be used for targeted advertising.

 The tools used for attracting and retaining users (see section 6.2.2.7) also require

user profiling information for optimum results.

Microsoft Dynamics CRM provides point-and-click customization for out-of-the-box integration

with Microsoft Office (http://www.microsoft.com/office/), Microsoft Outlook, and Microsoft

Exchange Server, and for straightforward integration with other systems, as illustrated in Figure

64, taking advantage of the Microsoft BizTalk Server (http://www.microsoft.com/biztalk/) business

91 Figure 64: Adapting and integrating Microsoft Dynamics CRM with other systems

For more details on the SOA of Microsoft Dynamics CRM, its business process automation capabilities, security features, and data model extensibility, please visit

http://crm.dynamics.com/technology/index.html.

Managing user/customer profiles

User/customer profiles stored in Microsoft Dynamics CRM can be surfaced to the Web services and clients through the ASP.NET Profile Provider model. If an organization‘s customer profiles are stored in multiple places, a custom provider can be written to span multiple data sources.

Alternatively, Microsoft BizTalk Server can be used to integrate the standard ASP.NET Membership and Profile databases into Microsoft Dynamics CRM.

For example, let us assume the user Adia has registered as a premium member. This property is held in the membership and profile service, which could be Microsoft CRM. When she signs in to the user interface, the membership and profile authenticates her and allows the platform to authorize access to content. The added bonus is that once the platform has authenticated Adia, the experience can be customized and better targeted to meet Adia‘s preferences. Additionally, this demographic information can be used to improve the analytics data.