Analysis of CRM products for utilities

Davorin Kocbek (2010) Analysis of CRM products for utilities. EngD thesis.

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Abstract

The contents of this diplomawork belongs to the computer science or to business computer science support, more precisely, to Customer Relationship Management (CRM). The first part of it comprises introduction of CRM technology, followed by descriptions of four CRM tools and criteria description for tools comparison. The last part comprises the decision model and the evaluation of CRM tools for its use in electricity distribution companies. The purpose of my diploma work is to compare the four CRM tools: Microsoft Dynamics CRM 4.0, Intrix CRM, Salesforce CRM and EVI Jet, following the chosen criteria to choose the most suitable CRM tool for its use in electricity distribution companies. As tools mentioned before are not equally suitable for its use in electricity distribution companies there is a decision model at the end of the comparison on the basis of which it is possible to eliminate unsuitable tools or it is possible to choose a tool, which would support the best business processes in the company. Criteria under which the products were compared are carried out from electricity distribution companies representatives' demands. These criteria are used as attributes in the decision model made with the DEXi programme. Each attribute has a definite store of value, while a non-final attribute has a definite (special) utility function or decision rule. On the basis of variants' value, represented by CRM tools an evaluation model is made which evaluates particular variants. This evaluation model enables elimination of inappropriate or confirmation of appropriate variants. It was found out that Intrix CRM and Salesforce CRM tools are inappropriate for business support in electricity distribution companies. Microsoft Dynamics CRM 4.0 tool was evaluated as partly appropriate and it would be possible to adapt if quite fast by the help of available tools and additional development. EVI Jet was evaluated as the most appropriate for the use in electricity distributions, being already adapted to energetics branch as it already contains specific entity types and attributes for electricity distributions (measure positions, counters, measurements, etc.) and working streams prepared in advance. On the basis of these comparisons I would be able to advise electricity distribution companies to choose the most appropriate tool for their business support among the four CRM tools compared so that they would need the least additional adaptations, the shortest implementation time and the lowest costs. Nevertheless I would also recommend the companies to make the thorough analysis of business processes in order to get a real picture of implementation, adaptation and maintenance costs.

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