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WHITEPAPER MANAGE YOUR PAPER MATERIAL WITHIN YOUR CRM SYSTEM 2
www.aptean.com
There are two main types of data within the enterprise: structured and
unstructured data.
Structured data is managed in databases (customer records, orders,
invoices ...). It is classified, indexed, categorized and its treatment is simple
and fast.
Running an accurate search such as “Find all customers aged over 18” is
very easy these days, with the proper tools.
Unstructured (or semi-structured) data includes paper documents,
photocopies, resumes, contracts, faxes, e-mails, meeting reports, videos,
and audio recordings that enrich the knowledge about the customer, for
example.
Content management within a company (or ECM: Enterprise Content
Management) means managing unstructured data for business. The aim
is not to classify it in the same way as structured data, but so that it can be
accessed quickly and easily.
A search such as “Find all contracts signed by a specific customer from a
central location” no longer is a problem and can be done in seconds.
It then becomes possible to manage all the information of a client in a
single infrastructure.
What if this was your CRM structure, where structured data is already
present?
ABOUT
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ACCUMULATION OF BUSINESS DATA Enterprise Content Management has become one of the most
dynamic markets in the Information Technology sector. With
an estimated growth of about 11.4% per year in 2015 (source:
Gartner 2011 ECM Magic Quadrant report), ECM became one of
the priorities in the development of business IT infrastructures.
Given the amount of data, a company can feel overwhelmed
by the data volume, and reach the crisis point of information
overflow. How can we deal with, or simply organize the
enormous amount of information that is produced every day,
every moment?
Because this data is an added value and a gold mine to better
management of customer relationships, it becomes essential
to address this unstructured information flowing in our
organization. The estimated annual growth of data volume is
36% and the evolution of technology obliges the company to
analyze more data forms and in countless formats.
Unstructured data, shown in the image above, represents
80% of information circulating within a company. Only 20%
of the data stored in your system is structured. Therefore, it
is necessary to find a solution to better analyze, understand,
manage and drive this information.
TOOLS TO MANAGE DATA For a long time, and still for some companies today, the only
way to manage data was by hand. Whether structured or not,
paper data about a customer can be stored in a simple plastic
folder between dividers and put away on a shelf.
Fortunately, nowadays, databases have provided fast
management of structured data. Regarding unstructured data,
the issue remains difficult to solve and hours of searching are
required.
So how to answer these questions ? How to provide a result to
this searching in a timeframe that is adapted to your economic
challenges ? You might face situations like:
• In a pile of resumes, how to automatically find the files
related to one particular person, or people with a bachelor
degree ?
• Where to find the email written in 2001 which deals with
the implementation of the calendar synchronization with
Lotus Notes for a specific customer ?
• Is it possible to find the definition of a technical term in a
set of installation documents ?
• How to find the workshop picture taken the same day as
the inauguration of the new assembly lines ?
• Which sound recording deals with a particular feature of
my application ?
In all these examples, it is apparent that the solution would be
easier to find if the information was indexed, or in other words,
structured.
Obviously, it is not about indexing and normalizing every
single unstructured item. It is important to extract the main
components and to define the links and distinctive parameters
that can be easyly used in a search.
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There are tools to help you better manage this data: ECM
solutions.
Content Management aims to cover the entire life cycle of
unstructured data.:
• Its collection or capture
• Its organization
• Its use
• Its publication
• Its disposition
• Its archiving for proof management purposes
CUSTOMER SHEET: STRUCTURED AND UNSTRUCTURED DATA
Let’s go back to CRM and content management, and focus on
the information we gather or can gather about a customer. The
opposite diagram shows the different kinds of data, structured
and unstructured, and how they are associated with the
customer. The complexity of analyzing this data increases with
the lack of data structure.
ERP and CRM : Often displayed in a single system, the
CRM, this data corresponds to the basic information that
characterizes a customer. It also contains all the activity
exchanged with the company: quotes, orders, invoices... This
information helps to define a first summary sheet.
Customer interactions: This represents, for example, all
emails, meetings and other interactions with the customer.
This information is important because it characterizes the
relationship with the customer.
Social media : This includes all the information given by the
customer or about the customer on social media.
Mail and documents : All paper materials (resumes, signed
contracts, fax, official documents...) related to the customer.
These documents are important because they define legal
constraints and must be easily reachable.
Shared data : All non-structured data that can be associated
with the customer: articles, photographs, videos, sound
recordings... This data is difficult to index entirely but it
is still important. We may need to manage or deal with a
representative part of this data.
Word of mouth and other sources of information:
Anything about the customer, but where a complete structure
is impossible (rumors, talks, unofficial information...). This data
can have an impact on the customer. The total absence of
management of this information can have a negative impact on
the relationships.
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THE BENEFITS OF PIVOTAL CRM
Pivotal CRM will display the synthesis of the customer with all
information contained in the CRM and the ERP systems.
Pivotal CRM can also manage the interactions with the
customers thanks to its complete integration with Microsoft
Outlook or Lotus Notes synchronization. Interactions with the
customer will appear in the summary sheet in Pivotal CRM and
complement the basic information contained in the ERP and
CRM systems. Pivotal CRM already allows for the structuring, as
well as quick and easy indexing, of unstructured data.
Pivotal CRM also offers an application module: Pivotal Social
CRM. It provides your company with the power of social
networks where it is most relevant and valuable: within your
CRM system. Pivotal Social CRM, an application module
developed for Pivotal CRM 6, is designed to work with the
most popular and universal social networks such as Facebook,
LinkedIn, Twitter, InsideView and Google BlogSearch@Bl.
This solution captures a considerable amount of information
from social networks and contributes to the elaboration of your
customer database, while also allowing your sales, marketing
and customer service departments to interact with these
media.
Unstructured data like mail and documents, shared data,
word of mouth and other sources can be managed within
an additional Pivotal CRM module: Pivotal Document
Management (and Microsoft SharePoint integration). This
module is the answer to your content management needs and
is integrated to Pivotal CRM.
PIVOTAL CRM AND MICROSOFT SHAREPOINT INTEGRATION: DEEPER INTO CONTENT MANAGEMENT
SharePoint covers all aspects of a traditional EDM (Electronic
Document Management):
• Acquisition : creation of Microsoft Office files,
unstructured content management (e-mail, instant
messaging, social networks).
• Ranking : SharePoint has a centralized server where all
files can be stored and indexed.
6WHITEPAPER MANAGE YOUR PAPER MATERIAL WITHIN YOUR CRM SYSTEM
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• Storage : the SharePoint server can contain all
kinds of files, including multimedia. Administrative
operations enable the management of the access
permissions and backups.
• Broadcast : SharePoint can make the documents
directly available on a company’s internal network, on
its intranet or on its website.
Microsoft SharePoint also goes beyond Electronic
Document Management through the following
capabilities: content management, research, BI, creating
composite applications, social network.
Pivotal Sales Portal The first SharePoint integration is located in the portal.
This makes it possible to display Pivotal CRM data in a
SharePoint portal accessible via Pivotal or from another
application, or to display external data in this portal.
Pivotal SharePoint Sales Library
The most important SharePoint integration is located at
the content management level. Unstructured information
can be handled in one single system: SharePoint. This
Electronic Document Management enables the control of
different versions, the control of access rights and the use
of the advanced search features of such tools.
Pivotal Document Management allows the linking of
records between Pivotal CRM and the files stored within
SharePoint. This link is possible through the meta-data in
the SharePoint database. This meta-data enables the user
to structure these files and, as noted earlier, to extract the
main components and to define the links and distinctive
parameters easily usable in a search.
The documents are available to all the stakeholders in the
company with accesss to a SharePoint account. This data is
accessible to CRM users from the linked records.
A file upload feature is available from the records in the
CRM database. This data can be accessed via Pivotal CRM
or externally.
A search option from Pivotal enables users to search the
SharePoint stored files according to various criteria. You
can benefit from the power of SharePoint directly within
your CRM.
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Copyright © Aptean 2014. All rights reserved.
WHITEPAPER MANAGE YOUR PAPER MATERIAL WITHIN YOUR CRM SYSTEM
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More than 5,000 customers around the world rely on Aptean to give them a competitive edge. By providing innovative, industry-driven enterprise application software, Aptean helps businesses to satisfy their customers, operate more efficiently, and stay at the forefront of their industry.
For more information, visit: www.aptean.com
Pivotal CRM highlights
• Microsoft-style interface
• Personalizable dashboard
• Role-and-task based navigation
• SharePoint integration
• Outlook integration
• Office suite integration
• Microsoft .NET Framework
• Powerful querying capabilities
• Custom workflows and sales milestones
• Mobile CRM
• Low cost of ownership
• Highly flexible and usable application
development platform.