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Custom CRMMade from a standard CRM platform

Custom CRM – easier than you think!

Redcastle Modules and bespoke functionality for SuperOffice CRM

By Jeff Proctor, Redcastle CRM LimitedStein Ove Sektnan, SuperOffice Software Limited

SuperOffice Software Limited1 Farnham RoadGuildfordSurrey, GU2 4RGUnited Kingdom

Custom CRMMade from a standard CRM platform

Content

Custom CRM – easier than you think!......................................... iContent................................................................................... ii

Executive summary...................................................................1Background and objectives........................................................ 2

Background............................................................................................. 2Case study project objectives..................................................................... 5

Implementation strategies......................................................... 6Project benefits – the programmers view..................................... 8

Programming efficiency............................................................................. 8Quality of code generated.......................................................................... 9Flexibility of solution................................................................................. 9

Project benefits – the end user view.......................................... 13Module for Service Engineers and Customer service..................................... 13Customer access to the helpdesk.............................................................. 15Sales history – opportunity development.................................................... 18Pipeline view on sales (as opposed to customer view).................................. 21

SuperOffice CRM5....................................................................23System Requirements............................................................. 26

About SuperOffice - The SuperOffice philosophy..................... 26About Redcastle CRM...............................................................28


Custom CRM 1Made from a standard CRM platform

Executive summary

Using SuperOffice CRM software has proven to be a very powerfulsolution to cover all basic needs for a CRM system. However, with thenewly launched platform side of the product we wanted to evaluate towhat extent this could give us a benefit.

Two different areas were focused for the evaluation:

1. Programmers toolbox – using the Microsoft .Net platform andSuperOffice Expander Development Tools allowed theprogrammers to use the latest technology to modularize andimplement functions for use both in the Windows and Web clientenvironment, as well as evaluating the deployment options forremote use (extranet, intranet)

2. User functionality benefits – using this tools we aimed at utilizingthe functions for extending the SuperOffice data model (userdefined tables) and user interface (web tabs), to achieve newfunctionality within the application.

The end result of the project was extremely encouraging as weachieved both a much better ability to deploy and reuse modules thatwere made as well as user functionality that would not only seem – butactually BE an integral part of the SuperOffice CRM solution.

The SuperOffice CRM product and the SuperOffice CRM Platformallowed us to make a bespoke solution to fit exactly the user needs wehad identified and it all worked as an integral part of one databasesystem, thus, avoiding the need for data replication andsynchronization, as well as unnecessary diversions into externalapplications (user interfaces).



Background and objectives

Background

Maintaining and growing existing business applications have been anincreasing part of the budget for businesses world wide. As technologyevolves parts are getting simplified, while new opportunities and newcomplexities needs to be addressed.

The movement towards delivering application functionality as webservices has seen the large providers of tools and solutions join inpromoting technologies like XML and SOAP, extending the scope ofsolution building from common Unique Network Connection (UNC) filestorage, and SQL server database to homogeneous business solutionspanning multiple functional and organizational areas.

Microsoft’s bid to fulfill this vision are described for their ISV’s asfollows:

“In recent years, the computing industry has converged upon Webservices as the de facto standard for software integration, enablingapplications, machines, and business processes to work together inways never previously possible. Analysts predict that the Web servicesmarket will grow to US$ 11,000,000,000 by the year 2008, statingthat Web services will move “to the forefront of most IT departmentstrategies as a critical option for solving integration issues.” *)

What are the benefits of Connected systems?

Your customers: Connected Systems provides a comprehensivetechnology offering that helps address the key challenges faced byyour customers today. Connected Systems enables you to buildapplications that integrate by design, are intrinsically secure,interoperate across both organizational and platform boundaries, anddo so in a flexible way, enabling your customers’ software to evolvewith the needs of their business.



Your business: Dramatically increase your developers’ productivity andtarget new business opportunities. Take the first step to positioningyour software applications or solutions for success in the rapidlygrowing Web services market.

Your development: Microsoft provides you with a complete set of toolsand technologies for rapidly building and integrating software built onWeb services. Development tools such as Visual Studio .NET 2003 andWSE 2.0 work in concert with .NET Framework and Microsoft BizTalkServer 2004 technologies to deliver an application developmentexperience that is both productive and intuitive.

*) Source: International Data Corporation, 1. June 2004, “CautiousWeb Services Software Adoption Continues; IDC Expects Spending toReach $ 11 Billion by 2008.”

The other major platform vendor, IBM, focused around on-demandservices, also believes a major benefit can be found in developmenttime and total cost of ownership.

Historically IBM has helped companies efficiently build flexible,standards-based IT infrastructures so they have the agility to respondto new market conditions and growth opportunities. Now, IBM hasunleashed a host of technology innovations for its application server,portal, speech and mobile middleware products, so companies can pluginto the power of the world's leading application platform for evengreater flexibility and resiliency. As a key element in a ServiceOriented Architecture (SOA), IBM WebSphere® Application Serveroffers additional standards support and ease-of-use features, resultingin a more flexible IT environment to improve ease of integration andrapid delivery of services. Through enhanced business processintegration and new deployment options WebSphere Portal speedstime to value for IT assets, improving the ability to deliver the rightinformation to the right users at the right time. WebSphere Everyplaceproducts include enhanced features to speed the deployment ofWebSphere Application Server based applications to mobile devicesquickly and flexibly. WebSphere Voice Server includes enhancedstandards support and ability to directly exploit the functions ofWebSphere Application Server.



The WebSphere application platform brings together the critical ITservice components that help companies realize results with a flexible,integrated IT infrastructure enabled by WebSphere software.WebSphere software provides peace of mind through a reliable, high-performance integration and application infrastructure so you canrespond quickly to unpredictable market demands while driving cost-effective growth.

Source reference:

Microsoft message is sourced from their ISV Community Day program, fall 2004.IDC is referenced within the Microsoft message, 1. June 2004.IBM message is sourced from their website, explaining the value proposition of their Websphare platform,October 2004.

All trademarks belong to these companies.



Case study project objectives

The objective for this study is twofold. The main goal is to evaluateSuperOffice CRM as a platform for a customized CRM system. Thetoolkit and its support for achieving good end user functions is used byexperienced SuperOffice programmers. They are, however, new to theMicrosoft .Net tools.

The objectives from the programmer’s point of view: Make the add-on an integral part of the application such that it

could be used without the need for synchronizing data Use tools which made the modules deployable within the

Windows client, Web client and as stand alone clients Evaluate the support for secure access from remote location as a

user or customer / partner

The second objective is to evaluate the real value of the end userfunction being created. Does it give any substantial usability orfunctional enhancement?

Having used a standard CRM package for years, and being able toenhance it via administrator customization features, Redcastle neededto be able to make bespoke modules to increase productivity forservice engineers, customers and sales people.

Objectives related to customer service: Create a shared view on service calls, allowing several engineers

to work on the same case Allow our customers to better register and track their support

calls

Objectives related to sales: Allow sales people and sales managers to monitor the historic

development of a sale or a lost sale Give a single view of all sales opportunities independent of

company or sales person



Implementation strategies

As Redcastle had been using traditional development tools, to makeadditional functionality based on the COM objects of the Windowsinterface, the understanding of supporting this bespoke developmentin both a windows and web environment was well understood. It was atechnological goal to make it independent of client technology.

Additionally we had the challenge of creating applications that weretotally independent of the SuperOffice user interface, while maintainingfull integrity with the central CRM database which had 10 years ofcompany history in it.

Our technological skills were based around traditional technologies, sowe decided to invest in learning about the Microsoft .Net tools andstrategies.

What is .NET



The SuperOffice Expander Development Tools, which also is supportingthe .Net technologies, was used. SuperOffice gave Redcastle theinsight to understand this was the major path ahead for theirapplication platform, so good support on the development efforts wasexpected, and achieved.

A complete, scalable CRM-conceptCustomize, Extend & Integrate! Assist & Deliver!

Professional ServicesCRM Process Consulting

Integration & CustomizationImplementation & Education

Operation & Maintenance

SuperOffice CRMApplication Framework

SuperOffice NetServer

CRM Impl. Method

SuperOfficeCRM

Applications

DeveloperNetwork

SuperOfficeExpander

Tools

Partner SolutionsApplications, Modules, Add-ons and Links”Standard CRM”

”Customized CRM”

”Enhanced CRM”



Project benefits – the programmers view

Programming efficiencyObjective:

Make the add-on an integral part of the application such that itcould be used without the need for synchronizing data

Use tools which made the modules deployable within theWindows client, Web client and as stand alone clients

Evaluate the support for secure access from remote location as auser or customer / partner

Benefits:Although the skills needed to program is higher and the time used tocreate one bespoke function is the same or even slightly longer thanbefore, the end result meets all the objectives. Each function is muchmore reusable, and thus, over time one will be able to create bespokefunctionality much faster based on a library of previously madefunctions.

How it was done:SuperOffice CRM5 now allows the addition of user defined tables, whenadded these become formal CRM5 tables and conform to certain rulesrequired with the CRM5 environment. These rules relate to the ‘Travel’or remote operation of CRM5, establishing automatic relationshipsbetween tables and storing registered and last updated information.Without these user defined tables all this information and logic wouldhave to be added programmatically.

CRM5 now provides us with web panels integrated within the CRM5interface, addressing these gives us direct access to the CRM5environment.

Once operating in the CRM5 environment we also have access tostandard CRM5 forms for updating and editing, when we wereoperating outside the CRM5 environment these would all have to bedeveloped again, extending the development time and losing theSuperOffice look and feel.



Quality of code generated

These new generation of developments have been in MicrosoftASP.net, which runs server side. This makes the programs no longerdependant on client side controls. Consequently the deployment ofapplications becomes much quicker and less problematic.

Flexibility of solutionThe combination of CRM5 Netserver and Microsoft ASP.net effectivelyresults in a series of web portlets, these are much more reusable andportable than the old exe files.

This can be seen in the following example:

Pipeline.net is a Netserver application. It can be used within: The web panel of the Windows version The web panel of the Web version As a standalone web application

The windows version allows the user tolook at dialogues in the Windowsapplication, without having to changecontext. Looking at your pipeline youmay open the sales opportunity dialogue.The hyperlink back to the company cardmakes navigation smooth and userfriendly. Any additional information werequired to create the pipeline.netapplication is stored in user defined tables, thus allowing thisapplication also to work for travel users (users working on a localreplicated database).



When a Netserver application is integrated with the Windows version,it is fully functional and can utilize the dialogues from SuperOffice CRMfor Windows, within the context of the web panel (Netserverapplication). This makes the add-on functionality an integral part, notonly of the database structure, but also the user interface. With cleverdesign, it can look as if it is one and the same application.



With SuperOffice CRM.Web the same web panel will work, with nointegration work needed. There is, however, one limitation. The popupof SuperOffice CRM for Windows Dialogues will not work in the webversion (i.e. the sales opportunity dialogue). The quick link back toother SuperOffice navigation or short cut keys are, however, available.



When running the pipeline manager stand alone, it still works, and isfully functional, except for the pop up of SuperOffice CRM for Windowsdialogues (i.e. the sales opportunity dialogue).

Running it stand alone means it is possible to deploy within anintranet, extranet or even for a PDA / Smart phone solution.

No extra programming is needed, as this already is the basiccomponent used within the other applications.



Project benefits – the end user view

Module for Service Engineers and Customer service

Objectives related to customer service: Create a shared view on service calls, allowing several engineers

to work on the same case

Benefits:The benefit of this is the ability to support a “need to have” feature –sharing a pipeline of incoming calls / inquiries. You create a queue forincoming calls shared by support consultants. When completed you stillmaintain full integrity with the SuperOffice historic view of activitieswith a company, getting an overview of all documents, calls andactivities. The indirect benefit achieved was the opportunity to run theSupport dialogue via a web application (without any of the SuperOfficeclients running). Thus, the organization could outsource its helpline,and give adequate information to the supporters, while maintaining fullhistoric view within the company activity archive.

The value of this is enormous. Not only was the implementation timefast, but the indirect benefit achieved instantly, with hardly any extrawork, created the possibility for flexible solutions to be implementedwithin the organization. This application alone would earlier have costat least 6-12 man months of work.

How it was done:With the shared view of all phone calls you can monitor the total callsneeded to be handled. Once an agent assigns it to himself, it is nolonger in the shared view for unassigned calls. Additionally it remainsin this view for 2nd line support, which can both monitor and inherit acase from the 1st line support desk.



One by one All at once

Details available

Details are available both in the special view for support staff and forthe historic view on the company card.



Customer access to the helpdesk

Objectives related to customer service: Allow our customers to better register and track their support

calls

Benefits:It gives customers 24/7 access to register their problem. They maymonitor that it is taken care of in a timely and orderly manner.The customer can take part in the knowledge sharing with the productor service provider and all of its customers:

Use the FAQ generated from the input questions and answersgiven to customer care calls

Share downloads of software updates Share documents with information relevant for the customer

(e.g. best practice, examples of how to do certain tasks, etc.)

How it was done:The best way to support your customers is to get accurate anddocumented input. If you take the call via telephone, you documented,and the customer should review your notes to see if you understoodthe problem correctly.

All of this is achieved with CustomerCare.net. Not only does it give24/7 availability to log issues, but it gives the same availability tomonitor progress on your own issues, and learn from theknowledgebase that is being built on solutions that have been given toissues from other companies.



Monitoring my issues (from the customer perspective).

Below you will find an example of the dialogue used by the user toregister an inquiry. This is a subset of the dialogue used by the serviceengineers, and it ensures the customer understand which data isneeded to asses the problem in the best possible way. The form itselfcan easily be changed and tailored to the need of any organization.

Customer form to register a new issue.



Reviewing details within a registered issue.

Having customers asking you for information is the best way to learnwhat issues have a common interest. Capturing this information andsharing the result of solving problems between the customers will in ashort time create a good knowledgebase for customers to use for theirown self service and benefit.

Gaining access to a knowledgebase, including availability of downloads specific toyour issues.



Sales history – opportunity development

Objective: Allow sales people and sales managers to monitor the historic

development of a sale or a lost sale

Benefit:Both the sales person and sales management can learn what hashappened during a sales cycle. Over time it is possible to analyze thecomplete set of data to find key business drivers like average timefrom start of an opportunity until the sale is closed, best set ofactivities to perform to achieve sales, etc. This truly represents a greatstep forward for sales people and sales management.

How it was done:Registering a sale opportunity represent the start of a longer processto turn this suspect into a customer relationship. Along the way thesales person should monitor the likelihood of this becoming a success.

The opportunity receives a rating according to the indicators chosen bythe company. Clearly there are differences between a company namein an address book, a company who asked for information on yourproduct and someone you are negotiating last details with.

Monitoring this progress allows us to judge if we are making goodprogress or not. It will also include a view on the subjective judgmentfrom the sales rep. This information is invaluable, and almost neverfound in any system. SuperOffice has had the support for this featurewithin the database for any business intelligence or data warehousesolution to analyze. The bespoke development done to display thecontents in a graphic way allows the sales people and sales managersto get this “learning view” on an opportunity.



Complete pipeline with number of days in pipeline listed with each opportunity.

Historic development of an opportunity can be changes in : - amount for products and services to be sold - margin on product sale - probability of getting the sale

(resulting in a weight amount = amount * probability)

The graph displays all of these values, and how they develop duringthe lifecycle of the opportunity.

An open sale (20%) Closed sale (100%)



Additionally to the sale opportunity itself, the sales person can registeractivities related to the sale. This can range from a simple progressnote, to activities like presentations, contract meetings, etc. It willallow the sales person and the sales manager to track the workflowwith any given opportunity.

Workflow of a sales opportunity.



Pipeline view on sales (as opposed to customer view)

Objective:

Give a single view of all sales opportunities independent ofcompany or sales person

Benefit:The sales person, as well as the sales manager, get a much betteroverview of opportunities and can more quickly update the status andperform follow-up tasks related to the sales opportunities. Especiallyfor organisations with many opportunities per sales representative thiswill increase productivity.

Benefit:The normal view of a sale is from the customer panel. The objectivewas to create a view which gave instant hyperlink back to the companycard and sales opportunity dialogue in SuperOffice.

One by one All at once



A task given was “Find your opportunities on 90% and revise theinformation in the opportunity” and here are the results using thecompany centric view in SuperOffice and comparing it to the newpipeline centric view created as a bespoke user interface for the salespeople.

Old procedure:Run a report with selected criteria(similar to setting a filter inPipeline Manager)Search for companyFilter the salesView/Change opportunity settings

New procedure:View pipeline managerUpdate sales opportunity withoutleaving the view

Timing the old and the new procedure we found the following:Old procedure – 40 sec for workstep 1.-4.New procedure – 5 sec for workstep 1.-2.


Find your opportunities on 90% probability and revise the information in the opportunity

0 10 20 30 40 50

Oldprocedure

Newprocedure


SuperOffice CRM5

SuperOffice CRMSuperOffice CRM is a flexible and scalable CRM solution offering richfunctionality within Sales Force Automation, Marketing Automation,Office Automation, CRM reporting and analysis. The application isavailable both as Windows and Web clients and runs on MS SQLServer, IBM DB2 and Oracle databases.

Office AutomationSuperOffice CRM includes a wide range of office tasks. It includesdocument (letters, faxes, e-mails and spread-sheets) generation andarchiving, integration to external Internet sites and synchronizationwith PDAs. The application integrates seamlessly with MS Office,Outlook/Exchange, Lotus SmartSuite, Star Office and other officeautomation tools.

Document ManagementSuperOffice CRM comes with a built in archiving system but customerscan also integrate to virtually any document management system(DMS) through our plug-in architecture. A DMS is normally selected tosupport company policies related to document management (versioncontrol, document collaboration and enhanced security).

Workflow and GroupwareSuperOffice CRM offers both standard and customized modules forintegration between the SuperOffice CRM and a number of groupware and workflowapplications. SuperOffice CRM works especially well as a customercentric front-end to Lotus Notes. Generation or retrieval of informationfrom any Notes database can elegantly be integrated in theSuperOffice CRM interface.



Industry SolutionsSuperOffice CRM is available in a number of various industry solutions,including automotive, legal services, insurance, public services,financial services, pharmaceuticals, consulting services and buildingconstruction. The industry solutions are realized by adapting a largenumber of customizable variables in the solution. Integration to legacyapplications is also deliverable.

Customer PanoramaSuperOffice CRM offers the possibility to retrieve customer orienteddata from any source through the built-in Internet browser. For theuser, all customer information (e.g. financials, orders/invoices,helpdesk) will be presented as a part of the SuperOffice CRM userinterface, independent of data source. The same feature can beimplemented for project oriented use. The result is a 360 degrees view on the customer relationship.

Business IntelligenceSuperOffice CRM offers a range of standard and customizable reportingcapabilities within activity management, opportunity management,selections for marketing purposes, etc. For customers with a need fordata analysis capabilities, SuperOffice offers TARGIT, a powerfulbusiness intelligence solution with a pre-defined CRM data warehousemodel.

Implementation and Education ServicesSuperOffice and certified partners offer a full range of planning,implementation, education and support services related to SuperOfficeCRM solutions. Our services are performed according to TheSuperOffice CRM Implementation Method, a custom designedmethodology for supporting businesses in implementing our solutions –based on 14 years of experience

CRM Application Framework Developer ToolsThe foundation of SuperOffice is our CRM Application Framework. Thisframework is also available for partners and customers to buildenhanced and customized solutions. The framework integratesseamlessly to Microsoft’s .Net platform as well as the Java (J2EE)platform. A large number of 3rd parties offer extended solutions toSuperOffice, based on the CRM Application Framework.



Customer Data IntegrationIntegrating the company’s business critical applications is key in allbusinesses today, where synchronization of customer data is the coreelement. SuperOffice meets this demand through the CRM ApplicationFramework. SuperOffice offers a comprehensive set of tools to suitindividual needs as well a number of pre-defined link modules.

Integration and Customization ServicesServices related to integration and customization is exclusively offeredby certified SuperOffice Partners. These partners are all systemintegrators with experience and know-how on our CRM solutions andCRM Application Framework. SuperOffice CRM is not only a CRMapplication but also a platform for building and supporting your entireCRM strategy.

Portals and eBusinessThrough SuperOffice NetServer, SuperOffice CRM offers the ability tointegrate seamlessly into various portal solutions, including intranet,extranets and customer portals. Pre-defined CRM portlets (portalapplications) are delivered as part of the CRM Application Framework,offering specific CRM applications for both internal and external usergroups. Utilizing these capabilities really extends the reach of the CRMapplication to new user groups.



System Requirements

SuperOffice CRMServer

Depending on Database Management System (DBMS) - MS SQL, DB/2, Oracle, SybaseProcessor: Pentium III / 400 MHzMemory: 512 MBOperating System: Win NT4/2000/2003 (Linux/Unix under special conditions)Network: 100 MBit TCP/IP

Client Computers Processor: Pentium II / 266 MHzMemory: 128 MBOperating System: Win 98/NT4/2000/XPNetwork: 100 MBit TCP/IP

Web Serveror/andNetserver

• Microsoft Internet Information Server (IIS) 5.0 or newer • CRM 5.web has only been tested with IIS running onWindows 2000 or Windows XP. • This is computer is the most critical resource in the solution,and should be as powerful as possible (1 GHz, 512 Mb Ram,100 Mb network card)

DATABASESERVER:

• Microsoft SQL Server 7 / 2000 or newer • Oracle 8.17 or newer (Tested on Windows 2000 / XP only)Bandwidth: Min 32 KB/sec pr. active client computer Latency: Max 150 ms recommended SSL: The SSL protocol is supported Language: Available in all CRM 5 languages (English, German,Norwegian, Swedish, Danish, Dutch, French, Italian, Spanish,Polish, Czech, Finnish and Japanese)

CLIENTS RUNNINGCRM 5.WEB

• Microsoft Internet Explorer 5.5 or newer • Microsoft Windows operating systems (Windows 98 ornewer) • Screen with minimum 1024*768 resolution and 256 colours

CRM 5.web MailServer

• CRM 5.web includes an internet mail client that is build tosupport all mail servers that supports IMAP4, SMTP and8bitMIME. This should cover most mail servers on the markettoday. • Mail servers tested by SuperOffice ASA, productdevelopment are: Microsoft Exchange 5.5 and 2000, LotusDomino Server ver. 5, and Novell GroupWise ver. 6

About SuperOffice - The SuperOffice philosophySuperOffice was CRM - Customer Relationship Management - longbefore CRM became the buzzword that it is today. We were the firstcompany to see the value of a customer-centric follow-up system.



Many of the most innovative companies in Europe have enjoyed thebenefits of our early insight for more than a decade – so much so thatthey tell us if they had to make the choice today they would go forSuperOffice all over again.

Respected business and market research companies worldwide areemphasizing the importance of CRM. Their message to corporations isto place the customer in focus across the entire enterprise and buildmore intimate and tight-knit customer relationships – clearly defined ina CRM strategy. To accomplish this and to successfully implement aCRM strategy, a professional and user-friendly CRM software solutionis vital.

Power through Simplicity – this has been the longstanding essence ofour software development philosophy, proved through the more than11,000 European corporations who have enthusiastically embracedSuperOffice CRM solutions. Those companies who ignore CRM will bestruggling.

Smart ones will find the support they need in SuperOffice CRM. Une Amundsen, Founder and Group CEO



About Redcastle CRMRedcastle CRM Limited is a Sales, Training and Support organisationfocusing on the Customer Relationship Management requirements ofSmall to Medium sized Companies throughout the UK. We are totallycommitted to supplying all our clients with complete IT solutions.

Our expertise in CRM software, Visual Basic, ASP.net, Microsoft.nettechnologies, SQL and business application development ensures thatyou and your Company's transition into new technology runs smoothly,with minimum disruption and maximum benefits. With a strongportfolio of products, Redcastle CRM Limited is positioned as a leadingsupplier of quality Customer Relationship Management solutions.

With many years of experience in the computer industry and areputation for quality installations and post sales support, RedcastleCRM Limited is ideally positioned to offer computing solutions into theSME sector.

Simply select one of the options relating to our products and servicesto find out in more detail about how Redcastle CRM Limited can assistyou in achieving your needs.

SuperOffice database server, application servers and client application architecture



Redcastle solution overview


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