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CRM Glossary ...

Positions I Held while at Gartner

Client Communications
Desktop Support

About Gartner

My CRM Glossary Table of Contents

Electronic Software Distribution(ESD)
Electronic CRM
Knowledge Management(KM)
Mobile Client/Server(MC/S)
System Administration Management(SAM) Tools
Workflow Mangement

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Past Employment

Property Management
Estate Keeper, Chateau Mijoba
Residential Property Management Community Manager PPA
Residential Property Management Assistant Manager, Leasing  HVA
Online Technical Account Manager
Massage Therapy Clinical Therapist
Telecom Products Sales Executive
ASP Support Client Services
Inquiry Center CRM Specialist
Call Center Design Engineer
Help Desk Desktop Support
Call Center Client Communications Hospitality Reservations Manager
Sales Special Orders
Retail Commercial Ast Manager

A Sample of My Opinion

12 Steps to Customer Loyalty
7 ways to be an invaluable resource
Being a Resource
Solutions for Helpdesks

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My CRM Glossary

CSS: Once known as the complaint-handling department, CSS is responsible for retaining and extending customer relationships once a product or service is sold. Customer service interacts with customers, on a reactive or proactive basis, more frequently than any other organization and is critical for maintaining customer satisfaction. Due to the increasing complexity of customer interactions, customer service organizations need a complex technological infrastructure that is flexible, extendible, scalable and integrated to meet customer needs on a timely and accurate basis.

The components of CSS include the following:

- Call Management The core functionality of CSS applications. This component is used to log all incoming telephone calls and transactions and to manage the transaction from initiation through closure.

- Internet-Based Customer Service Suites Also known as e-service suites, these applications and tools empower customers, partners and prospects for self-service and interactions with the enterprise via the Web, Internet, intranet or extranet. Interactive customer service Web sites should be integrated with front-end servicing applications (customer service, sales, marketing and e-commerce), back-end systems and databases and the contact center to facilitate interaction between users and the enterprise. The five essential functional components of e-service suites are: 1) tracking and escalation software, which is integrated with the front-end CSS servicing application for Web-based inquiry management; 2) problem-enabled knowledge management software to provide natural-language-like interfaces and allow customers to research inquiries by themselves; 3) an ERMS for managing inbound and outbound e-mails; 4) a universal queue management system, which functions as a funnel, integrating multiple channels such as telephone, interactive voice response (IVR), speech recognition, the Internet and the Web to standardize the handling of all customer inquiries; and 5) collaborative chat, which facilitates integration between enterprises and their customers via the Web. Voice over IP (VoIP), while immature, will be an essential component of e-service environments by 2002.

- Field Service and Dispatch (FS/D) Systems FS/D has historically been a back-office function that was closely associated with manufacturing enterprises and utility service providers. It is critically important in the service economy, has become an essential element of complete CSS suites and is an important element of CRM. FS/D software is evolving from solely back-office functionality to an enterprise system that tightly couples the back office with the front-office servicing systems. FS/D applications must be integrated with the contact center and the call management system and, in the future, will be integrated with the sales organization. FS/D systems are also referred to as "service delivery chain management" software, which is intended to assist organizations in increasing sales revenue, reducing labor and parts costs, improving productivity, reducing outages, and increasing customer satisfaction and loyalty. FS/D involves complex systems that include modules for call management, workforce forecasting and scheduling, contract management (for purchased and leased assets), warranties, entitlements, depot repair/overhaul, technician dispatch, service parts planning and management, infrastructure maintenance, inventory, defect tracking (i.e., quality assurance) and reporting. FS/D systems need to support mobile (connected and detached) and Internet computing, as well as data synchronization.

- Contact Centers Traditional call centers handle voice-only customer contact, whereas contact centers include all types of channels of customer contact, including voice (e.g., telephone, IVR, speech recognition and voice verification), the Internet (e.g., e-mail), the Web, fax, video kiosks and mail. This is an inbound and outbound service-based environment in which agents handle all types of contacts regarding sales, customer service, marketing, telemarketing, collections and other functions. A contact center is logically consolidated, but can have a physically decentralized environment.

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DBM: This technology encompasses the database management system (DBMS) and relational DBMS (RDBMS). Such software packages enable end users or application programmers to share data and provide a systematic method of creating, updating, retrieving and storing information in a database. The DBMS is generally also responsible for data integrity, data access control, and automated rollback, restart and recovery.

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Electronic Software Distribution (ESD): ESD enables software to be installed by transmitting it over a network. It is designed to help users distribute programs and files in their environments. The development of client/server andmobile client/server applications has made ESD a critical requirement. Withoutan effective means of automating the distribution and installation of software, most applications of client/server and mobile client/server technology will not be viable.

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Electronic CRM: E-CRM involvesthe integration of Web channels into the overall enterprise CRM strategy. The goal is to drive consistency within all channels relative to sales, CSS and marketing initiatives to achieve a seamless customer experience and maximize customer satisfaction, customer loyalty and revenue. A component of CRM and e-business, it includes such Web-based customer channels as e-sales, e-service, e-marketing and e-retailing.

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Knowledge Management (KM): A business process that formalizes management and leverage of a firm's intellectual assets. KM is an enterprise discipline that promotes a collaborative and integrative approach to the creation, capture, organization, access and use of information assets, including the tacit, uncaptured knowledge of people.

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Middleware: This term is used in many ways. Basically, middleware is the software "glue" that helps programs and databases that may be on different computers work together. More formally, GartnerGroup defines middleware as "runtime system software that directly enables application-level interactions among programs in a distributed computing environment." Its most basic function is to enable communication between application programs or DBMSs within a single-application system or across multiple-application systems.

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Mobile Client/Server (MC/S): This is an approach used to transport information between mobile computers and host systems. At a minimum, this approach provides communications and database replication and synchronization.

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Systems Administration Management (SAM) Tools: This is a flexible set of application maintenance utilities and application administration tools. The key value of such tools is derived from how well they manage changes. A well-designed tool permits an administrator to describe either a database or a form field change, ensures the integrity of all of the application components tied to the change and propagates the change to all affected users. SAM tools for central administration are used by system administrators and thus provide a level of technical competency, whereas administrative functionality for managers (e.g., sales managers, marketing content managers and call center supervisors) must be limited by the capabilities of the end user.

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TES: Also known as sales automation, this refers to the application of technology to enable selling through all desired sales channels, including field/mobile sales, inside sales/telesales, selling partners (i.e., e-partners), Web selling (i.e., e-sales) and retail sales. The goal of TES is to integrate technology with optimal processes to provide continuous improvement in sales team effectiveness, as well as balance and optimize each enterprise sales channel .

The components of TES include the following:
- Field Sales Also known as mobile sales or sales force automation (SFA), this includes applications for salespeople who most often work outside the boundaries of the enterprise and without the benefit of continuous LAN or high-speed WAN connections. To perform their jobs, they need to be able to access applications and databases; share data; and roam, connect and disconnect from the network freely. Applications for managing opportunities (i.e., leads or objectives), territories, accounts, contacts and activities, as well as for configuring products, pricing, contracts, orders, quotes and promotions are common requirements, as is the ability to leverage technology in face-to-face sales meetings and to access all types of marketing materials.

- Inside Sales Also known as telesales or inside selling, this involves applications for salespeople who most often work inside the boundaries of the enterprise and with the benefit of continuous LAN or high-speed WAN connections. To perform their jobs, they spend a majority of their time using the phone or Web/e-mail. They may work in a contact center. Common application requirements include opportunity management, dynamic scripting, order processing and management, quoting and proposal generation, lead management and collaborative Web selling (i.e., the integration of the Web and telephony, which allows the seller to take control of the Web site from the visiting buyer, while engaging the buyer over the telephone).

- E-Partner Also known as extended selling enterprise (ESE), this includes applications and technologies provided by the enterprise to assist third-party selling channel partners (e.g., brokers, agents, distributors and value-added resellers) in achieving selling objectives. E-partner is a component of partner relationship management. E-Sales Also known as technology-enabled buying (TEB), unassisted selling or Web selling, this component of TES involves customer-direct, business or consumer Web-selling applications. These are customer-facing technologies and applications that allow consumers and businesses to "sell themselves" and conduct transactions without the assistance of a salesperson. E-sales is considered to be a part of e-CRM, and e-CRM is a part of e-business.

- Retail Sales Also known as retail selling, this component of TES includes applications that enable retailers to sell their products to consumers through traditional brick-and-mortar outlets (such as department stores, specialty shops and outlet malls) or via new options such as home shopping, the Internet and warehouse clubs. Merchandising, relationship marketing and e-retailing are typical examples of retail sales applications.

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TEM: Also known as marketing automation, TEM involves analyzing and automating the marketing process. Because the role of technology in all aspects of business is growing, marketing departments must make it a strategic imperative to use information and IT to build competitive differentiation. TEM includes a proactive strategy for using information and IT in marketing, with the ultimate goal of TEM is to allocate marketing resources to the activities, channels and media with the best potential return and impact on profitable customer relationships. The new metrics of customer profitability, customer lifetime value and share of customer will be needed to supplement the traditional metrics of market share and penetration.

The components of TEM include the following:
- Data Cleansing This involves the use of tools for data support (e.g., cleansing, manipulation and reconciliation) to produce quality data and data consistency.

- Data Analysis Also called business intelligence, this involves the use of software for ad hoc query, reporting and analysis capabilities, supporting strategic decision-making processes with a data warehouse or data mart. A data warehouse is a consolidated database that stores all or significant portions of the data collected by an enterprise's multiple business systems. Data from online transaction-processing applications and other sources is selectively collected, extracted, integrated, transformed and cleaned. A data mart contains a subset of the data typically found in a data warehouse and is designed to support the unique business intelligence requirements of a specific business process/application requirement.

- Content Management Systems Also known as marketing content management (MCM) systems or marketing encyclopedia systems (MES), this category of applications allow enterprises to view and access marketing content.

- Campaign Management System (CMS) A CMS is a database management (DBM) tool used by marketers to design single-channel or multichannel marketing campaigns and track the effects of those campaigns by customer segment over time. CMS applications are also used by sales organizations to execute sales campaigns, such as achieving a specific market share with a particular product by a certain date.

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Telephony: A generic term for voice telecommunications.

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Workflow Management: There are two types of workflow management: 1) Internal and external process integration is a workflow approach that allows for the definition of business processes that span applications, including those that come from different vendors. This usually requires a standards-based commercial workflow development environment. 2) Automated events or processes a workflow approach that enables automated tasks (e.g., the automation of steps in a marketing campaign or a sales process) to be performed.

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