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CUSTOMER RELATIONSHIP MANAGEMENT Implementing Implementing SugarCRM Introduce the leading Open Source CRM application into your small/mid-size business with this systematic, practical guide "Not just a powerful guide to SugarCRM, it's a practical, hands on introduction to CRM as a whole." – Bernard Golden, Author, "Succeeding with Open Source" Michael J.R. Whitehead BIRMINGHAM - MUMBAI Implementing SugarCRM A practical guide for small-medium businesses Copyright © 2006 Packt Publishing All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, without the prior written permission of the publisher, except in the case of brief quotations embedded in critical articles or reviews. Every effort has been made in the preparation of this book to ensure the accuracy of the information presented. However, the information contained in this book is sold without warranty, either express or implied. Neither the author, Packt Publishing, nor its dealers or distributors will be held liable for any damages caused or alleged to be caused directly or indirectly by this book. Packt Publishing has endeavored to provide trademark information about all the companies and products mentioned in this book by the appropriate use of capitals. However, Packt Publishing cannot guarantee the accuracy of this information. First published: February 2006 Production Reference: 1030206 Published by Packt Publishing Ltd. 32 Lincoln Road Olton Birmingham, B27 6PA, UK. ISBN 1-904811-68-X www.packtpub.com Cover Design by www.visionwt.com Credits Author Development Editor Michael J.R. Whitehead David Barnes Reviewer Indexer Alan Sutton Ashutosh Pande Technical Editors Proofreader Nanda Padmanabhan Chris Smith Rushabh Sanghavi Production Coordinator Editorial Manager Manjiri Nadkarni Dipali Chittar Cover Designer Helen Wood About the Author Michael J. R. Whitehead is a leading authority on the design and implementation of Customer Relationship Management (CRM) systems. Michael's experience and expertise spans a thirty year career in software architecture, design, and development as well as business management and ownership of multiple technology organizations. Among many other accomplishments Michael is the contributing author of the SugarCRM Open Source User Guide. Michael has authored this book for entrepreneurs and small/medium business leaders, like himself, to help propel the success of their businesses through the disciplined application of CRM best practices. More than just a practical guide for the implementation of SugarCRM, this book explores and explains the business implications—and benefits—of customer relationship management for the small/medium business. Michael is currently the founder and President of The Long Reach Corporation (www.thelongreach.com). Long Reach blends real-world CRM expertise with commercial open-source technologies to design, develop, and deliver cost-effective CRM solutions for small/medium business and divisions of large enterprises. Long Reach offers a full range of SugarCRM implementation, customization, and training services. Long Reach is also the developer of Info At Hand, a complete, commercial-grade, customer-centric business management solution built on SugarCRM Open Source. To the Whitehead Family: Rennie, Nesta, Maureen, Andrew, Katherine & Suzanne. For the help and encouragement they have all given me through the years, and during this project, each in their own special way. They have taught me all the important things. I’d like to thank John, Clint, and Jacob for having the courage and skills to create the wonderful SugarCRM platform, and David Barnes for having the vision to recognize its importance at such an early stage. About the Reviewer Al Sutton has worked for several years in systems design, development, and deployment for large corporations such as Reuters and Chase Manhattan Bank, smaller organizations, and start- ups, from which he has gained a wide experience of many types of IT environment. He is currently working with Argosy TelCrest on its security software. Table of Contents Preface 1 Chapter 1: Doing Business—Better 5 The Business Benefits of CRM Technology 6 Small and Mid-Size Businesses: The Good, the Bad, and the Ugly 6 Typical Small Business Needs 7 What is Customer Relationship Management? 8 What is SugarCRM? 10 The Beauty of CRM Navigation 12 What are my CRM Options? 14 Deployment Options 15 CRM Customization 16 What Will a CRM Do for my Business? 17 How Will This Book Help Me Get the CRM That Fits my Business? 18 Our Case Study: RayDoc Carpets, Doors, and Windows 19 Our Hero: Doc 20 What Does the Future Hold for RayDoc? 20 Summary 21 Chapter 2: One Size Does Not Fit All— CRM Your Way 23 Identifying the CRM Needs of Your Business 24 Which Business Activities will be a Part of Your CRM? 25 Accounts and Contacts 26 Tracking Leads and Opportunities 26 Sales-Force Automation 27 Tracking the Sales Pipeline 28 Tracking Service Cases and Support Contracts 28 Corporate Calendar Management 29 Corporate Directory 29 Interface Consolidation 30 Document Management 30 Business Models and Their Specific Requirements 31 B2B or B2C? 31 Table of Contents Products or Services? 31 Average Transaction Value, Sales Cycle, and the Recurring Business Model 32 Location, Location, Location 33 Size Does Matter: Two or Two Hundred? 34 International Needs 35 How Do I Make Shrink-Wrapped Software Suit My Business? 36 Customer-Centric Business Management 37 Requirement Analysis 39 RayDoc CRM Requirements 39 Your CRM Requirements Worksheet 40 Summary 42 Chapter 3: CRM Deployment Options: Which One Is Right for You? 43 Deployment Alternatives 44 Server Issues for Self-Hosted and Collocated Deployments 46 Choosing a Server Operating System 46 Web-Based Application Platforms 47 Specifying Your Server Hardware 48 Backup and Security Considerations 51 Server Security 52 Bandwidth Capacity and Reliability Considerations 53 Performing the Installation 54 Summary 55 Chapter 4: CRM Basics 57 CRM Processes and Terminology 57 Accessing the SugarCRM System 58 A Quick Tour of SugarCRM 60 Themes 61 CRM Navigation Basics: Accounts and Contacts 63 The Sales Pipeline: Leads and Opportunities 73 Aggregating Opportunities: The Sales Pipeline 79 The Dashboard 81 Calendaring 86 Sales Activities 90 Creating a Note 92 Creating a Task 93 Scheduling a Call or Meeting 94 Managing Emails 95 ii Table of Contents Email Templates 98 Advanced User Interface Features 99 Printing Information 100 Getting Help 101 Exporting Information 101 Updating Several Records at Once 103 Input Business Card 103 Create from vCard 104 Quick New Item 104 Summary 105 Chapter 5: Extending Your CRM's Business Role 107 Importing your Data 108 Marketing Campaigns 109 Targets versus Leads and Contacts 109 Creating an Email Template 112 Creating an Email Marketing Program 113 Adding Targets to the Campaign 114 The Mass Emailing Queue 117 Tracking a Campaign 118 Document Management 118 Project Management 124 Customer Service Management 129 Software Bug Tracking 131 Email Notifications 132 Interface Consolidation 133 RSS News Feeds 134 Linking in External Websites 137 Linking in a Security Camera 139 Assessing your CRM Customization Needs 141 Making Changes to your Existing CRM Modules 141 Summary 146 Chapter 6: Commercial and Open Source Add-Ons for SugarCRM 147 Free Add-Ons 149 Role Management Extension 149 Photographic Company Directory 154 Constant Availability 156 The Sync4j Open Source Project 157 iii Table of Contents Commercial Open Source Add-Ons 159 Human Resources Management 159 Service Contract Management 163 Receiving POP Email 167 Sugar Pro Add-Ons 171 Product Catalog and Products Module 172 Product Catalog 173 Products Module 175 Quotes Module 175 Forecasting 179 Standard and Custom Reporting 181 Sales Teams 188 Enhanced Role Management: Access Control Lists 191 Sugar Wireless 192 Add-on Summary Table 196 Participating in the Sugar Online Community 197 Sugar User Forums 199 Summary 200 Chapter 7: Managing Your CRM Implementation 203 Key Steps to a Successful CRM Implementation 204 Planning the Implementation 205 Some Common Pitfalls 206 It Takes a Team to Win 207 Setting Project Goals and Specifications 208 Selecting a CRM Development Partner 209 System Development 210 Data Import 211 Pilot Testing 211 The CRM Training Process 211 Session 1: Initial Management Training and Product Exposure 212 Session 2: Management Training Completion and Issue Management 212 Session 3: Present Final System Adjustments (Optional) 213 Session 4: General User Training Session 213 Session 5: Training Completion (Optional) 214 CRM Training Materials 214 Slide 1: What is a CRM System? 215 Slide 2: CRM Deployment Options 215 iv Table of Contents Slide 3: What are our Business Goals? 216 Slide 4: What Functional Areas of CRM will we Use the Most? 216 Slide 5: What is SugarCRM? 216 Slide 6: CRM Basics 1—System Access, Screen Layout, Navigation 216 Slide 7: CRM Basics 2—Accounts and Contacts 216 Slide 8: CRM Basics 3—Opportunities and the Sales Pipeline, Home Tab 217 Slide 9: CRM Basics 4—Calendaring 217 Slide 10: CRM Basics 5—Activities (Calls, Meetings, Tasks, Notes) 217 Slide 11: CRM Basics 6—Email 217 Slide 12: CRM Basics 7—Advanced Interface Features 217 Slide 13: Extending CRM 1—RSS News and External Sites 218 Slide 14: Extending CRM 2—Marketing Campaigns 218 Slide 15: Extending CRM 3—Document Management 218 Slide 16: Extending CRM 4—Project Management 218 Slide 17: Extending CRM 5—Customer Service Management 218 Slide 18: Extending CRM 6—Always in Touch
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