americatel crm

8/6/2019 Americatel CRM

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Overview

Demonstrate a system analysis anddesign methodology for a CustomerRelationship Management (CRM) system

Data flow diagramming, entity-relationship

modeling, etc.


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BACKGROUNDBACKGROUND

Telecommunications Company.Telecommunications Company.

Parent Company isParent Company is EntelEntel from Chile.from Chile.

Founded in 1993.Founded in 1993.

Initially launched for Latin AmericanInitially launched for Latin American

and Caribbean countries.and Caribbean countries.

Providing endProviding end--toto--end voice and dataend voice and datacommunication services.communication services.

1010--1010--123123 Casual Calling ServiceCasual Calling Service

Carrier ServicesCarrier Services Buying and Selling Traffic to CarriersBuying and Selling Traffic to Carriers

Business ServicesBusiness Services

International Private Lines (PointInternational Private Lines (Point--toto--Point)Point)

Internet Backbone Connection for Latin American ISPInternet Backbone Connection for Latin American ISPss

Very Small Aperture Terminals (VSAT Technology)Very Small Aperture Terminals (VSAT Technology)

Presubscribed Long Distance CallingPresubscribed Long Distance Calling

Prepaid Calling Card ServicesPrepaid Calling Card Services

123.com Internet Service Provision (USA)123.com Internet Service Provision (USA)

Products and ServicesProducts and Services


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3,300,000

75,000

-

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

Mar-98

May-98

Jul-98

Sep-98

Nov-98

Jan-99

Mar-99

May-99

Jul-99

Sep-99

Nov-99

Jan-00

Mar-00

May-00

Jul-00

Sep-00

Nov-00

Jan-01

Mar-01

May-01

Jul-01

Sep-01

Nov-01

Quarter

Customers

Average Growth rate of 20 %Quarterly

1Source: Americatels 2001 Annual Report

Corporate Client Base Growth Rate

What does this growth mean?=Customer Information

Massive

amou

ntsof

Inform

atio

n

More ClientsMore Clients More Information Required toMore Information Required to

Monitor these ClientsMonitor these Clients More Space to Maintain thisMore Space to Maintain this

InformationInformation Opportunity!!!!!!!!Opportunity!!!!!!!!


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Customer Relationship Management

In recent years, a new paradigm has

emerged shifting from a Product-Oriented

to a Customer-Oriented marketing

strategy.

The Philosophy, which is the basis for this

new orientation is called Customer

Relationship Management.

2Source: http://www.crmguru.com/content/answers/whatiscrm.html

Customer Relationship Management

Customer Relationship Management2 (CRM) is a

business strategy to select and manage customers to

optimize long-term value. CRM requires a customer-

centric business philosophy and culture to support

effective marketing, sales, and service processes.

CRM applications can enable effective Customer

Relationship Management, provided that an

enterprise has the right leadership, strategy, and

culture.

How does this apply to Americatel?

2Source: http://www.crmguru.com/content/answers/whatiscrm.html


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As a Business Strategy.

Utilizing the Art/Science of gathering and using client

information effectively.

By selecting valued customers and optimizing their life

cycles.

To Become Customer-Centric and Customer Oriented.

To Create Long-Term Loyal Customers.

Americatel Can Use CRM:

Americatels CRM Is Unclearly Defined. Vision Information Deployment

Under Utilization Of Current Customer Information. Collectively, Individuals Are Unaware of the Value or

Availability of the Customer Information. Users Have Different Uses For This Stored Information.

Retrieval Of Information. Requisition of Data Report Generation Manipulation Of Data For Inference.

Security Issues Concerning Information.

Problem Definition


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Analyze The Current

AS-IS Customer Relationship

Management Processes

And Design Improvements

To Facilitate Better

Customer Oriented

Relationship.

Project Purpose

OVERVIEW

1. Process Modeling (DFD).

2. Recommendations for

Continuous Improvement ofCRM.

3. Design of Interface forReports and Data Query


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Model-Driven Developmenttechniques emphasize thedrawing of models to helpvisualize and analyze problems,define business requirements,

and design information systems.

Why Process Modeling?

Purpose of Modeling Every model is designed with a purpose

Descriptive Purpose

Facilitate Human Understanding & Communication

Internal Documentation, ISO Certification, Etc.

Reengineering Purpose (Supports Process Improvement)

Conduct Analysis And Improve Process Performance

System Implementation (Support Automated Tasks)

Enterprise Resource Planning Implementation

Consequently, There Are Many Different Types OfProcess Models Depending On Your Purpose!


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Reengineering, System DesignSimulation (Arena)

System DesignData Flow Diagrams

Descriptive, ReengineeringIDEF0

DescriptiveFlow Chart*

UseModel

*Several Types

Types of Process Models

Macro-ViewContext and System Diagram (Environment Model)

Presubscribed

Infranet

Administrationof

Leads

MaintenancePlanning

Exchange

Messageinterface

EMI

MarketingEvents

NAP

Management

Improvements

Provider

Call

Centers

Developmentand

Planningof CRM


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Project ScopeDecomposition Diagram

(Hierarchy Chart)

Where do we begin?

Interview with Process Engineer and CRM Manager to become familiar

with the CRM and its components.

Conduct Interviews with Existing and Potential Users of the CRM

Process.

Marketing, Sales, Fraud, Presubscribed, Long Distance, Casual Calling.

Performed Problem Analysis (Strength and Weaknesses)

PIECES Framework

System Diagrams

Entity Relationships

Process Flowcharts


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PIECES FRAMEWORKP E R F O R M A N C E

A . T h r o u g h p u t .B . R e s p o n s e t i m e s .

I N F O R M A T I O N ( an d D a t a)

A . O u t p u t s1 . L a c k o f u p d a t e d I n f o r m a t i o n2 . L a c k o f r e l e v a n t I n f o r m a t i o n3 . T o o m u c h i n f o r m a t i o n - i n f o r m a t i o n o v e r lo a d . 4 . I n f o r m a t i o n t h a t i s n o t i n a u s e f u l f o r m a t .5 . i n f o r m a t i o n t h a t i s n o t a c c u r a t e6 . I n f o r m a t i o n t h a t i s d i f f i c u l t t o p r o d u c e7 . I n f o r m a t i o n t h a t i s n o t t i m e l y t o i t s s u b s e q u e n t u s e

B . I n p u t s1 . D a t a i s n o t c a p t u r e d2 . D a t a i s n o t a c c u r a t e l y c a p t u r e d - c o n t a i n s e r r o r s .3 . D a t a i s c a p t u r e d r e d u n d a n t l y - s a m e d a t a c a p t u r e d m o r e

t h a n o n c e .C . S t o r e d D a t a

1 . S t o r e d d a t a i s n o t a c c u r a t e .2 . D a t a i s n o t s e c u r e f r o m a c c i d e n t o r v a n d a l i s m .3 . D a t a i s n o t w e l l o r g a n i z e d .4 . D a t a i s n o t f l e x i b l e - n o t e a s y t o m e e t n e w i n f o r m a t i o n

n e e d s f r o m s t o r e d i n f o r m a t i o n .

5 . D a t a i s n o t a c c e s s i b le .

E C O N O M I C S

A . C o s t s1 . C o s t s a r e u n k n o w n2 . C o s t s a r e t o o h i g h

B . P r o f i t s1 . N e w m a r k e t s c a n b e e x p l o r e d .2 . C u r r e n t m a r k e t i n g c a n b e i m p r o v e d

CONTROL

A. Too little security or control1. Fraud can be committed against data.2. Ethics are breached on data or Information- Data or

information getting to unauthorized people.

3. Redundantly stored data is inconsistent in different files ordatabases.

4. Data privacy regulations or guidelines can be violated.5. Processing errors are occurring

(either by people, machines or software).

EFFICIENCY

A. People, machines, or computers waste time1. Information is redundantly generated2. Effort required for task is excessive.

SERVICEA. The system is not easy to learnB. The system is not easy to use

PIECES FRAMEWORK


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!"#

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BCC Load Process and Management of Errors (P1)

Presubscribed

Infranet

Administration

ofLeads

MaintenancePlanning

NAPManagement

ExchangeMessageinterface

EMI

MarketingEvents Improvements

Provider

Developmentand

Planningof CRM

P1.1Generation and

transfer filesSystem Operatorin each system

Generation Processes FTP

P1.2Generationand transfer

errors Solution

P1.3

Upload BCCBCC System

Operator

P1.4Solve Load

errors

New Developments

New developments andimprovements of loadprocess

Processerrors

Corrections offormat and/orprocess errors

Clients information

Legacysystemdata

Problems

Resolution ofgenerationand transferproblems

File load

QualityReports

Problems Causes

Corrections of format and/or process errors

P1.5Quality control of

loaded informationCRM ManagerReports

Generationand transferprocessimprovements

BCC

Notification ofrated files withproblems

Deleted Files of the BCC

A

A

Notification of deletedtraffic files

P1.6Backup of DATA

directory filesBCC System Operator

Files in DATAdirectory

Formaterrors

Loading of shell

CallCenters


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Generation and Transfer errors Solution

(P1.2)FTP

P1.2.1Problem identification

And assignmentof responsibility

System Operatorof each system

P1.2.2Solve the problem

Problem cause andsolution plan

Identified problemsand designatedproblem solver

Solutionfollow up

Problems

Problem solution of generation and/or transferring

P1.2.3Solution coordination and

Notify BCC usersCRM Manager

Problemscauses

Generation Processes

Developmentand

Planning

of CRM

P1.1Generation and

transfer filesSystem Operatorin each system


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CurrentMethod OfQuerying

Data FromBCC.


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CurrentMethod OfQuerying

Data FromBCC.

DiscoveryProblem Identification

Under Utilization of CRM / BCC

Users are Uninformed of Potential Capability.

No Means for Direct Queries.

Time Gaps of Updated Information.

Report Generation Issues

Response Time

Reports Manually Requested

Data Manually Generated (SQL) Repeatedly.

Manual Manipulation of Reports (Excel).

Timeliness of Reports ( Up to One Week)


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DiscoveryProblem Identification

Security Issues with Information

No Automated User Identification Systems

Server Capacity

Throughput - Number of Requests/Unit Time.

Numerous Errors from Un-updated/uncorrecteddata (Creating Misinformation).

Neglect of Opportunity

Discovery of Data Patterns, Clusters and DataModels.

Use of knowledge to develop marketingcampaigns to maximize revenue and profit.

Americatels CRM Is Unclearly Defined. Vision Information Deployment

Under Utilization Of Current Customer Information. Collectively, Individuals Are Unaware of the Value or

Availability of the Customer Information. Users Have Different Uses For This Stored Information.

Retrieval Of Information. Requisition of Data Report Generation Manipulation Of Data For Inference.

Security Issues Concerning Information.

Problem Definition


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Recommendations

First and ForemostCRM Must Be Top-Down!

= Decision Makers Involved.

Recommendations

CustomerB

CustomerA

Pre-paid

Calling Cards

Infranet

123.com

Presubscribed

Long Distance10-10-123

For Vision of CRM:


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Recommendations

For Information Deployment

NULLNUMBER(10)CDELEMENTO

NULLVARCHAR2(2

0)

CDELEMENTO

NULLNUMBER(30)CDELEMENTO

NULLVARCHAR2(25)CDANI


NULLNUMBER(10)CDANI

NOT NULLNUMBER(1)CDTIPTRAF

NOT NULLNUMBER(2)CDTIPTRAF

NULLVARCHAR2(4)CDTIPTRAF



NULLNUMBER(10)CDANI

NOT NULLNUMBERFECHA_ACT

NOT NULLDATEFECHA_ACT

NULLVARCHAR2(1)CINCO



NOT NULLNUMBER(10)CDSISTEMA

NULLNUMBER(3)CDSISTEMA

NOT NULLNUMBER(5)CDSISTEMA

NOT

NULL

VARCHAR2(38)CDNEGCTA

NULLVARCHAR2(10)CDNEGCTA

NOT NULLNUMBER(10)CDCLIENTE

NULLNUMBER(38)CDCLIENTE

NULLNUMBERCDCLIENTE

NOT NULLVARCHAR2(6)CDACTIVID

NOT NULLNUMBER(6)CDACTIVID

Data TypeErrorResolution

Recommendations

Continuous Education of CRM

Emphasizing Value and Availability of the

Customer Information.

For Under Utilization Of Current CustomerInformation


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Recommendations

For Information Retrieval

Develop Individual Points of Dissemination

via EXISTING Thin Client.

Report Generation

Requisition of Data

Manipulation Of Data For Inference.

Security Issues Of Information.

How?

**********

SUBMIT


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SUBMIT


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Suggested Process Flow Chart ForRequesting, Querying Data, and

Generation of Reports via Thin Client

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americatel crm

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