Oracle $SSOLFDWLRQV±&50MDNRVSRVyEQD]DU]G]DQLH

relacjami z klientem

Marcin Jahn

Oracle Polska

e–mail: Marcin.Jahn@oracle.com

Abstrakt. W referacie zostanie przedstawiona koncepcja i problematyka CRM SALES. Omówiony zostanie

]DNUHVLQIRUPDF\MQ\LIXQNFMRQDOQ\SURGXNWX6]F]HJyOQ\QDFLVNSRáR*RQ\]RVWDQLHQDFHODSOLNDFMLF]\OLQD

LOH Z\VLáNL NWyUH SRQRVL G]LDá VSU]HGD*\ NRF] VL VXNFHVHP -DN RFHQLDü WDN SUDF QLH EDZLF VL Z

]E\WQLHIRUPDOL]P\MDNNRQWURORZDüMDE\QLFFRLVWRWQHGODILUP\QLHXPNQ áRQDV]HMXZDG]H3RUXV]RQ\

]RVWDQLH DVSHNW ZVSyáG]LDáDQLD DSOLNDFML &50 QD WOH LQQ\FK DSOLNDFML 2UDFOH VWDQRZLF ZUD] ] QLPL

LQWHJUDOQFDáRü

1. Od SWSM do CRM

.LHG\SRQDGWU]\ODWDWHPX]DF]\QDOLP\SUDF QDGZHZQ WU]Q\PSURMHNWHPGODOracle Polska

QD]ZDQ\P 6:60 6\VWHP :VSRPDJDQLD 6SU]HGD*\ L 0DUNHWLQJX QLNW ] QDV VSHFMDOQLH QLH

]DVWDQDZLDáVL QDGW\PMDN]DNZDOLILNRZDüW DSOLNDFM 6\VWHPNROH*DQNRP]G]LDáXPDUNHWLQJX

PLDáSRPDJDüZJURPDG]HQLXGDQ\FKRQDV]\FKNOLHQWDFKLFKSUDFRZQLNDFKRUD]SURGXNWDFKMDNLH

Z\SXFLáD GDQD ILUPD QD U\QHN UHMHVWURZDü LPSUH]\ RUJDQL]RZDQH SU]H] 2UDFOH 3ROVND GDZDü PR*OLZRü V]\ENLHJR UDSRUWRZDQLD SR Z\EUDQ\FK NU\WHULDFK GOD SRWU]HE F]\ WR F]\VWR

VWDW\VW\F]Q\FK F]\ WH* SR SURVWX WZRU]HQLD HW\NLHWHN QD OLVW\ : V\VWHPLH PLDá\ E\ü SU]HFKRZ\ZDQH Z]DMHPQH SRZL]DQLD SUDFRZQLNyZ 2UDFOH 3ROVND ] NOLHQWDPL FR ZL FHM ND*G\

SUDFRZQLN PyJá QDSLVDü QRWDWN SR UR]PRZLH ]H VZRLP ÄNRQWDNWHP´ 1RWDWNL WH PRJá\ E\ü

gromadzone, chronologicznie grupowane i kontekstowo przeszukiwane.

2GG]LHOQH]DJDGQLHQLHVWDQRZLá\DQNLHW\SU]HGUHMHVWURZDQLHPDQNLHWZV\VWHPLHSRVWDZLRQR

MHV]F]H MHGHQ FHO $QNLHW\ SRZLQQ\ E\ü áDWZR Z\SHáQLDQH SU]H] RVRE ] W]Z Call Center.

2]QDF]DáR WR *H HNUDQ RSHUDWRUD SRZLQLHQ E\á E\ü WDN VNRQVWUXRZDQ\ DE\ VNXWHF]QLH

XQLHPR*OLZLDáZ\EUDQLHMDNLHMNROZLHNLQQHMFLH*NLQL*]DSODQRZDQHMSU]H]QDVFRZSU]\SDGNX

UR]PRZ\ WHOHIRQLF]QHM ± JG\ MHGQD RVRED S\WD D GUXJD RGSRZLDGD ± PD GRü GX*H ]QDF]HQLH

(IHNWHPUHMHVWUDFMLDQNLHWVRF]\ZLFLHUDSRUW\VWDW\VW\F]QH

6\VWHPGRüV]\ENR]QDOD]áVRELH]ZROHQQLNyZZQDV]HMILUPLHLQIRUPDFMHRNOLHQWDFK]RVWDá\

XSRU]GNRZDQHOLF]ED(OHZ\VáDQHMNRUHVSRQGHQFML]PDODáDGRVWDW\VW\F]QHJRPLQLPXP

0QLHM ZL FHM URN SR XUXFKRPLHQLX QDV]HM DSOLNDFML ZUyG SURGXNWyZ Oracle Applications

SRMDZLá VL &50 NWyUHJR IXQNFMRQDOQRü Z ]DNUHVLH Oracle Sales & Marketing (OSM)

SU]\SRPLQDáD QDP FR FR ]QDOLP\ ] 6:60D $NWXDOQLH SURGXNW WHQ SRG]LHOLá VL QD NLOND

LQWHJUDOQ\FK SURGXNWyZ NWyU\FK GZLH JáyZQH JDá ]LH QD]ZDQR Oracle Sales (OS) i Oracle

0DUNHWLQJ : VNáDG SDNLHWX ZFKRG]L WDN*H Oracle 6HUYLFH VáX*F\ GR UHMHVWUDFML SRPRF\

technicznej, napraw u klienta i napraw warsztatowych.

1.1. Oracle Sales

Oracle Sales pozwala na:

-

GHILQLRZDQLHRUJDQL]DFMLVSU]HGD*\ZUD]]SU]HGVWDZLFLHODPL

-

GHILQLRZDQLHSU]\G]LDáyZRERZL]XMF\FKGODSU]HGVWDZLFLHOL±ZW\P]DU]G]DQLHQLPL

-

SURMHNWRZDQLHLSUDNW\F]QHSRG]LHOHQLHREV]DUyZVSU]HGD*\

-

ZSURZDG]DQLHGDQ\FKRNRQWDNWDFKZW\P]DU]G]DQLHNRQWDNWDPL

344

Marcin Jahn

-

NRQILJXUDFM V\VWHPX SRG NWHP ZVSyáSUDF\ ] ZLHORPD ZDOXWDPL L Z URGRZLVNX

PL G]\QDURGRZ\P

-

]DU]G]DQLHSURJQR]RZDQLHPVSU]HGD*\

-

HNVSRUWRZDQLHSURJQR]VSU]HGD*\GRV\VWHPyZ053

:VNáDGSDNLHWXOracle 6DOHVZFKRG]LWDN*HOracle 7HOH6DOHV6\VWHPXPR*OLZLD]DU]G]DQLH

VFHQWUDOL]RZDQ\PL L UR]SURV]RQ\PL URGRZLVNDPL REVáXJL WHOHIRQLF]QHM Z NWyU\FK QDFLVN

SRVWDZLRQ\ MHVW QD áDWZRü REVáXJL SRGF]DV UR]PRZ\ WHOHIRQLF]QHM SURZDG]HQLH DNFML

telemarketingowych, etc.

Oracle 6DOHVMHVWRF]\ZLFLHGRVW SQ\ZURGRZLVNXZHEDWDN*HPR*OLZHMHVWSRáF]HQLHVL ]

DSOLNDFM ]D SRPRF palmtopów. Specjalny pakiet Oracle Sales Palm 'HYLFHV XPR*OLZLD

SURZDG]HQLHVSU]HGD*\SU]\LFKX*\FLXDQDVW SQLHV\QFKURQL]DFM LFK]VHUZHUHP

1.2. Oracle Marketing

0RGXáEvents wydzielony z Oracle 6DOHV]RVWDáUR]EXGRZDQ\LZZHUVMLOracle Applications

LLE G]LHZFKRG]LáZVNáDG2UDFOH0DUNHWLQJL0RGXáWHQSR]ZDOD

-

UHMHVWURZDüLPSUH]\

-

UHMHVWURZDüZV]\VWNRWRFRPR*HE\üUR]XPLDQHMDNRSURGXNWmartetingowy;

-

SURZDG]LüDNFM RIHUWRZ

-

SURZDG]LüUHMHVWUDFM NRQWDNWyZQDLPSUH]LH

-

Z\NRQ\ZDüUH]HUZDFM KRWHOLELOHWyZetc;

-

GHILQLRZDüDQNLHW\WDNDE\ZVSyáSUDFRZDá\]SRF]WHOHNWURQLF]QRUD]DE\PR*QDMHE\áR

Z\SHáQLDüSRGF]DVUR]PRZ\WHOHIRQLF]QHM

Informacje z 2UDFOH0DUNHWLQJVFLOH]LQWHJURZDQH]Oracle 6DOHV2]QDF]DWR*HZSURZDG]HQLH

np. kontaktu po stronie Oracle Marketing, automatycznie jest przenoszone do Oracle 6DOHV,WDN*H

Z GUXJ VWURQ ILUP\ L LFK NRQWDNW\ ZSURZDG]DQH Z Oracle 6DOHV V Z SHáQL GRVW SQH SRGF]DV

prowadzenia akcji marketingowych w Oracle Marketing. Nie jest to jedyny aspekt integracji –

Oracle 6DOHVMDNRF] üOracle $SSOLFDWLRQV MHVWFLOH ]LQWHJURZDQD ] PRGXáHP .VL JL *áyZQHM

PRGXáHP 1DOH*QRFL F]\ WH* PRGXáHP =RERZL]D 5HMHVWUDFM RVyE GRNRQXMH VL SU]\ XG]LDOH

VWUXNWXU+5FLVáDLQWHJUDFMDR]QDF]DWDN*HZ\VRNLZVSyáF]\QQLNPR*OLZRFLGRVWRVRZ\ZDQLDGR

DNWXDOQ\FKZ\PDJDNOLHQWD±WZRU]HQLDUDSRUWyZQRZ\FKIRUPXODU]\SRZL]DQ\FKVWUXNWXU

3UyEDRFHQ\±]D]GURüF]\GXPD"

3R ]DSR]QDQLX VL ] PDWHULDáDPL GRW\F]F\PL &50 URG] VL OLF]QH ZWSOLZRFL &]\

LQIRUPDFMHNWyU\PLG\VSRQXMWHJRW\SXV\VWHP\QLHE GVL SRZLHODü"&]\LNWRWDNQDSUDZG

]GHF\GXMH *H GDQD SURJQR]D ZSURZDG]RQD SU]H] VSU]HGDZF QLH RGELHJD RG SUDZG\ MDNLH V

PHFKDQL]P\ZHU\ILNXMFHWHJRW\SX]DSLV\GRED]\1DLOHNRV]WZGUR*HQLDRSáDFLVL "&]\QDNáDG

SUDF\]ZL]DQ\]ZSURZDG]DQLHPGDQ\FKGRQRZHJRV\VWHPXQLH]RVWDQLHVWUDFRQ\ERDNXUDWNWR

VNXWHF]QLHE G]LHXQLNDáZSURZDG]DQLDGDQ\FKZNRFXQLHMHVWWRV\VWHPNVL JRZ\ZNWyU\P

OHZD VWURQD PXVL UyZQDü VL SUDZHM -DN NRQWURORZDü LQIRUPDFMH DE\ WR FR LVWRWQH QLH XPNQ áR

QDV]HM XZDG]H" :V]\VWNLH WH S\WDQLD GRZRG] MHGQDN MDN V]HURNLH SRM FLD ]ZL]DQH V ] &50

'RZRG]MDNPáRGDMHVWWRG]LHG]LQDLMDNWUXGQRZ\RGU EQLü]DNUHVSRM ü

.LHG\ ZL F ]DF]áHP SRUyZQ\ZDü Oracle Sales & Marketing z naszym systemem SWSM

]UR]XPLDáHP *H WDN QDSUDZG V GR VLHELH EDUG]R SRGREQH Oracle Sales jest bardziej

UR]EXGRZDQ\ SRVLDGD ZLHOH IXQNFML NWyUH 6:60 QLH ]DZLHUD ± VDPD NRQFHSFMD QLH Uy*QL VL

MHGQDN]DVDGQLF]RERZLHPZLHOHSRP\VáyZNWyUHZ\NRU]\VWDQRSU]\WZRU]HQLXOracle Sales & 0DUNHWLQJRUD]6:60]RVWDáR]DF]HUSQL W\FKZSURVW]SURFHGXUNRUSRUDF\MQ\FK=WHJRSXQNWX

Oracle $SSOLFDWLRQV±&50MDNRVSRVyEQD]DU]G]DQLHUHODFMDPL]NOLHQWHP

345

ZLG]HQLDSRF]XáHPVL GXPQ\*HWDNGX*RIXQNFMLXGDáRQDPVL SRSUDZQLH]LGHQW\ILNRZDüLV

RQHSRVWU]HJDQHZWHQVDPVSRVyE=GUXJLHMMHGQDNVWURQ\E\áHP]D]GURVQ\*HWRQLHQDV]]HVSyá Z\NRU]\VWDáL]DPRGHORZDáQLHNWyUHWDNRF]\ZLVWHSURFHV\Z\VW SXMFHWX*SRGQRVHPZHZáDVQHM

firmie.

:W\PPRPHQFLHURG]LVL QDVW SXMFHS\WDQLH±MDNZ]ZL]NX]W\PWHGZDV\VWHP\NRHJ]\VWXM"

± F]\ LQIRUPDFMH QLH V GXSOLNRZDQH" 2Wy* REV]DU\ REX DSOLNDFML Z\NRU]\VW\ZDQH QD SRWU]HE\

QDV]HMILUP\VUy*QH6:60MHVWEDUG]LHMV\VWHPHPXNLHUXQNRZDQ\FKQDG]LDáDQLDPDUNHWLQJRZH

a do Oracle 6DOHVZSURZDG]DVL LQIRUPDFMH]ZL]DQLH]SURJQR]RZDQLHPLDNWXDOQ\PLZ\QLNDPL

VSU]HGD*\

7DNLH SRGHMFLH GR REX W\FK V\VWHPyZ GRZRG]L MDN DSOLNDFMH EDUG]R SRGREQH PRJ WZRU]\ü LQWHJUDOQ FDáRü -HVW WR WDN*H SU]\NáDG *H ZSURZDG]HQLH 2UDFOH &50 GR SU]HGVL ELRUVWZD Z

NWyU\P LVWQLHMH MX* V\VWHP ]DMPXMF\ VL ]DU]G]DQLHP UHODFMDPL ] NOLHQWHP QLH PXVL ZFDOH

R]QDF]DüWRWDOQHMZ\PLDQ\RSURJUDPRZDQLD

7UXGQRG]LRFHQLüZMDNLPNLHUXQNXGDOHMUR]ZLMDüVL E GV\VWHP\&50-DPDPQDG]LHM *H

SU]HGVWDZLDMF 3DVWZX SUDNW\F]QLH Oracle 6DOHV 0DUNHWLQJ MHV]F]H EDUG]LHM ]DLQWHUHVXM

3DVWZDW]LQWHJURZDQDSOLNDFMOracle Applications. .