Admissions Process at the University of Reading based in Microsoft Dynamics CRM approach - Coursework Example

? Admissions Process at the of Reading based in Microsoft Dynamics CRM approach As d in the Browne report having independent platforms for every function or for every department can be cumbersome. It greatly inconveniences the users who at times have to serve in all schools or faculties. This means they have to bear extensive understanding of the different platforms a factor which reduces the system’s efficiency. Besides the day to day operations, UOR has in the past dealt with a disintegrated admissions process that heightened the chances of duplication and which seemed to duplicate the roles of the interacting stakeholders. Besides, the need for continuous correspondence even in the presence of an admissions system presented a limitation as it increased the chances of errors and caused delays. Introduction of the Reading Integrated Student Information partly solved the existing challenges but it still did not congregate all the stakeholders in a single platform. Convergence is critical as it harmonizes knowledge and improves the efficiency of the system a factor which addresses error incidence and time wastage which were synonymous with the existent systems. To provide a solution to the established challenges, the institution is planning to utilize Microsoft Dynamics CRM approach which among other things integrates the institution’s systems, particularly the admissions system. Being a new system, UOR would want an assurance on the system especially in regard to its capability to address existent system inadequacies. Therefore, the role of this study is to offer a thorough review on the system with the main aim of defining whether the Microsoft Dynamics CRM approach will indeed suit the needs of the institution. Finding and using records CRM records can be accessed through Microsoft Dynamics CRM for Outlook. Most CRM users prefer to access CRM records through this approach as opposed to utilizing the web client. The main reason for this is because the users are already working in Outlook to manage email and carry out other tasks (Microsoft Inc, 2011). There is a slight difference between the Outlook client user interface and the web client. The main components of the Outlook client user interface that jointly help access records and carry out searches are; The solution folder, this appears as a button immediately the Outlook client is installed. The button is used to access additional Microsoft Dynamics CRM functionality. In the case of the UOR, the button will carry the name of the organization. Ribbon, this carries the same functionalities in the Outlook interface as well as the web client, the ribbon shows variant buttons and features depending on the context. For example, if the user is accessing accounts, the ribbon displays various actions that the user can take with the accounts (Stanton, 2012). This is the same if the user is accessing records, the ribbon will display variant action available for contact records. View tabs, this area is utilized to highlight data that the user wants to work with. View tabs can also be utilized to pin views that the user may want to access in the near future. Lists, this appears the same way as in the web client and it displays a list of records. This displays records based on selected tab. Quick find, this is another commonality between the Outlook interface and the web client, a user can enter a search to search for particular records (Microsoft Inc, 2011). The difference in the Outlook quick find and the web client is that in the former the only displayed searches are those currently displayed in the view. Quick find in the web client searches the entire database. Lastly the filter, the filter can be used to sift data or records that appear in the displayed view. Using activities Microsoft Dynamics CRM classifies activities in either of the following categories; tasks, faxes, phone calls, e-mails, letters, appointments, as well as special case service activities (Stanton, .p.260). Ech class of activities captures distinct information and core details meaning that each differs slightly from the other, however, they are all included under the Activity entity views (Microsoft Inc, 2011). This has the implication that all activities are displayed under the activities view often present in Workplace, and all user activities can be accessed in the view, My Activities. If one selects a particular contact or a definite account, in the left menu there appears a list including an Activities option and a History option. History option contains/represents past or completed activities. Besides helping in the actual execution of tasks, Activities acts as a key indicator that can aid in tracking, it can provide information on who did what and when within the system. Duplicate detection Duplicate detection is a feature present in CRM 4.0 which was released in 2011. The main use of the duplicate detection feature is to avoid redundancy thence maintaining data quality. This feature can be customized to encompass variant records. For example, the feature can be set to detect a Lead record as a duplicate if the record contains the same phone number as an existing record (Snyder, Steger & Landers, 2011). Once such a phone number is detected the system will notify the user. This feature is always active irrespective of the means of data entry, whether it is bulk data importing, or synching offline data. Besides detecting data entry duplication, it is possible to institute a system-wide detection; in doing this the user has to identify a set of possible duplicates which would be cleaned by deleting, deactivation or merging the records. Using leads and opportunities CRM leads constitute contacts or companies where a steady relationship has not been established. Often, these include contacts that have not been utilized either presently or in the past. CRM need to be qualifies as a likely customer before they are included in the CRM contact or opportunity (Microsoft Inc, 2007). The other feature of CRM leads is that they cannot be managed under the listed Outlook contacts as they are not synchronized with the Outlook CRM client, and thus can only be managed through CRM. CRM Leads may entail contacts from third parties who had either submitted a questionnaire or imported contacts from a third party. CRM Opportunities represents a start of a relationship with a potential or an already existent customer. All records of past engagements with an opportunity are detailed or stored in the related Account or Contact Record. Every detail, touching on the opportunity is determined here such as; approximations of revenue, likelihood of closing, sales steps, and follow-up activities touching on the opportunity. Marketing list Marketing lists avail an expedient way of arranging accounts, contacts, or leads for utilization in marketing. It is a convenient way of keeping in touch with key customers, storing names of likely or potential customers. Microsoft Dynamics CRM restricts marketing lists members to accounts, contacts, or leads, with the details of leads and opportunities having been highlighted in the preceding section. Due to the variability of accounts, contacts, and leads every marketing list is comprised of a single member type. In any case there is a need to contact a customer and a lead one will have to create multiple lists (Microsoft Inc. 2011). CRM users have to manually keep marketing list members current for static marketing lists. However, for dynamic lists membership details are based on the most recent activities and queries. It is possible to transfer the present members of the dynamic list to a static list using the Copy To Static functionality. In the case of static marketing lists, a set of modifications can be executed, these include; removing, updates, and adding members by making use of the Advanced Find Query (Snyder, Steger & Landers, 2011). Other functions possible with the static marketing list is locking, a functionality which bars any entries or deletions from the list. The main use, and most common function of the marketing list is prompt creation of opportunities or targeted distribution lists. Example of a lead marketing list Campaigns and cases Modern organizations often run multiple campaigns concurrently. This can be challenging to control and manage if the right tools are not in place. Microsoft’s Dynamic CRM software can help in this regard by presenting an opportunity to carry out the following functions. Precise target populations, the CRM software makes it possible to come up with a definite target population as presented in the marketing lists, or under such categories as Leads, Contacts, and Opportunities (Microsoft Inc, 2011). Additionally, CRM provides a chance of aggregating data, and forming sub groups based on a particular trend, such as purchase or contact history forming a basis of intelligent lists. Secondly, CRM can help manage executions, campaigns require a structured approach. CRM software applications make it possible to follow one’s campaigns and cases. Particularly, this is possible by providing real-time visibility to the position of all target populations or subgroups. Customer management systems generate reminders which help in sticking to the marketing schedule. Lastly, the CRM software ensures timely follow-up. The 360 degree customer view availed by the CRM system comes in handy in this. This view helps provide a comprehensive view of the entire firm’s marketing touches with prospect and also presents the responses provided by these prospects. Using dashboards It is increasingly becoming important for organizations to use dashboards. The name dashboard carries different meanings for variant groupings but in essence it describes the presentation of variable forms of information/data on the same screen (Stanton, 2012). Microsoft Dynamics CRM avails one with a chance to follow up performance and come up with additional dashboards to attain diverse business needs. Dashboards can present any combination of charts, lists, and other necessary visuals required to enhance CRM data. CRM software providers the user with several options in using dashboards, these options include; creating a dashboard, editing a user dashboard, deleting a user dashboard, and setting up a default dashboard. Example of a dashboard and accompanying applications and functions Using processes Microsoft Dynamics CRM has a process management system enabled by Microsoft Dynamics CRM SDK, plug-ins, forms and other apparatus. The CRM’S process infrastructure is made up of three main components, the process entity model, the process business logic and the process execution. Alternative criteria Ethical and privacy issues Microsoft Dynamics provides adequate checks to ensure the integrity of data entered or stored in the CRM system. The system comes has an in-built security model which avails heightened data integrity and privacy, and also help ensure safe and efficient data access and collaboration. In overall, Microsoft Dynamics CMR 2011 has a set of checks that ensures privacy and enforces ethicalness in the use of the software. These checks include; providing users with only adequate access to specific information necessary to discharge their roles, classifying users by role and providing data restriction based on these predefined roles. Enabling support data sharing so that users and teams can gain access to data that they are not authorized to access for collaborative purposes (Respi?cio & Burstein, 2012.p.112). Lastly, CRM Dynamic restricts a user to only that data the user owns or that shared to them. These measures are necessary in enforcing privacy and also help ensure ethicalness as a user only accesses the information they need for given tasks and any extra access requires collaborative effort from other users within the system. Reporting capability Microsoft Dynamics CRM 2011 avails outstanding reporting capabilities. Users seeking to customize have the choice of creating SSRS reports by making use of SQL or CRM’s querying language. These inbuilt abilities, though requiring an in depth knowledge of the processes of report creation, avail a good way of supplying or creating reports (Microsoft Inc, 2011). This eases presentation and helps harness variant information contained in the entire database. This saves time and resources and helps structure customer’s information in a desired way that achieves specific goals or desires of the user. Customization CRM Dynamic software can be adapted to user needs. The novel solutions built on xRM can be changed by staff which ensures that the users derive greater utility from the use of the software. There are several aspects within the system that can be adopted to suit the specific needs of the organization. There are a number of customizations possible in Microsoft CRM-database schema, these application entail the capacity to alter forms, views, and templates, as well as business processes. Within the User Interface, the forms, views and previews can be changed to help the organization attain the necessary level of specialization (Respi?cio & Burstein, 2012.p.110). This level of modification can either be superficial or require an alteration of the database schema. Either way, the process of modification is easy and can be accomplished through the System Customization application, and with the Schema Manager tool present in the Deployment Manager area. By making use of the Workflow Manager tool, business processes can be altered to suit the fast changing needs of the business/organization. Workflow rules can be particular, such as availing a new opportunity for a new lead and allocating it to a sales individual of the corresponding territory. Familiar user interface Microsoft Dynamic CRM is adopted to meet the changing expectations of customers. Users find familiarity with the functions and the interface that allows them to work discreetly and in a natural way. Scalability and stability CRM has the capacity to handle numerous tasks at the same time/concurrently with the right commands. This means that it is not limited to a single user at any given time but can be used by multiple users without affecting its capacity to generate the right information (Respi?cio & Burstein, 2012.p.119). In regard to stability, CRM has a very minimal chance of failure with negligible case of reported errors, besides Microsoft avails continuous support for any errors or shortcomings. Bibliography Microsoft Inc. (2011). Detect Duplicate Data in Microsoft Dynamics CRM. Retrieved May 12, 2013, from Microsoft: http://msdn.microsoft.com/en-us/library/gg309427.aspx Microsoft Inc. (2007). Leads, accounts, contacts, and opportunities. Retrieved May 12, 2013, from Microsoft Dynamics CRM: http://blogs.msdn.com/b/crm/archive/2007/08/27/leads-accounts-contacts-and-opportunities.aspx Microsoft Inc. (2011). Personalizing Reports for Microsoft Dynamics CRM Online. Retrieved May 12, 2012, from Microsoft Dynamics CRM: http://blogs.msdn.com/b/crm/archive/2011/12/20/personalizing-reports-for-microsoft-dynamics-crm-online.aspx Respi?cio, A., & Burstein, F. (2012). Fusing decision support systems into the fabric of the context. Amsterdam: IOS Press. Stanton, A. A. (2012). Sams teach yourself Microsoft Dynamics CRM 2011 in 24 hours. Indianapolis, Ind: Sams. Snyder, M., Steger, J., & Landers, B. (2011). Microsoft dynamics CRM 2011 step by step. Redmond, Wash: Microsoft Press. Read More