KR100806693B1 - CRM Gateway System used for customer relationship management - Google Patents

Abstract

In consideration of operational CRM and collaborative CRM aspects, a CRM gateway system for real-time customer management that can satisfy customers at the time desired by systemizing customer contact points composed of various institutions and various channels is disclosed. The CRM gateway system includes a customer point device conversion engine for converting an event transmitted from the customer contact point into a standard protocol; CRM that has a predefined event model and response model, and processes the data provided by the customer contact device conversion engine in real time according to the mapping of the event model and the response model to deliver to the legacy system of the enterprise Gateway engine; A repository that stores mapping related information of the CRM gateway engine; A personalization module that defines / generates / edits mapping rules and campaign rules for the event model and the response model and stores them in the repository; And a map generator module that provides a function of extracting a menu frequently used by a customer and providing a virtual contact to the customer.

CRM, Gateway, Event Model, Response Model, Real Time

Description

CRM Gateway system for customer relationship management

1 is a view schematically showing a wired and wireless integrated financial CRM model according to the present invention.

2 is a view showing a business model of a financial CRM gateway in a wired or wireless environment according to the present invention.

3 is an exemplary diagram of a database for events that occur through customer contact devices.

4 shows an overview of the entire system according to the invention.

5 is a diagram illustrating an architecture of a CRM gateway system according to the present invention.

6 illustrates an event modeling process for building Event-Driven CRM.

7 is an exemplary view of a candidate event input screen in the event management system.

8 illustrates a countermeasure derivation process.

FIG. 9 is a diagram illustrating an example of defining a countermeasure for each customer group for an emergency call center request event for inquiry of a call center auto insurance contract; FIG.

10 illustrates a series of processes performed in real time by a program in the CRM Gateway.

11 is a diagram illustrating CRM Gateway DB design contents for managing an event extraction target, work cycle, extraction and utilization rules, utilization information, and the like.

12 is a screen example of a system for requesting a service from an insurance portal site through a mobile.

13 is an exemplary view of a screen when accessing the CRM Gateway system through the Internet.

14 is an exemplary view of a mail screen notified when a salesperson receives information by webmail.

The present invention relates to a CRM gateway system for customer management and a CRM gateway engine module employed therein.

For companies that do business with a large number of customers, it is very important to effectively execute Customer Relationship Management (CRM). In case of large corporations, it is built around analytic CRM that analyzes customer information and establishes marketing strategy. However, since the customer information is not managed from the source of information, inaccurate data is often input, and in many cases, the customer cannot satisfy the customer at a desired time.

On the other hand, the change of information technology has been developed in the direction of integrating ubiquitous environment, that is, various users (Multi User), various information devices (Multi Channel), and various contents (Multi Contents) environment in real time. Therefore, it aims at real-time CRM considering operational CRM or collaborative CRM rather than offline-oriented analytical CRM, and can satisfy customers at the desired time by systemizing customer contact points composed of various institutions and various channels. CRM solutions are needed, but effective CRM solutions of this type have not been developed.

The present invention has been made in order to solve the problems described above, the present invention is aimed at real-time CRM in consideration of the operational CRM or collaborative CRM aspect by systemizing the customer contact consisting of various institutions and various channels Its purpose is to provide a CRM solution that will satisfy customers when they want it.

In order to achieve the above object, the present invention, the customer point device conversion engine for converting the standard protocol for the event transmitted from the customer contact device; CRM that has a predefined event model and response model, and processes the data provided by the customer contact device conversion engine in real time according to the mapping of the event model and the response model to deliver to the legacy system of the enterprise Gateway engine; A repository that stores mapping related information of the CRM gateway engine; A personalization module that defines / generates / edits mapping rules and campaign rules for the event model and the response model and stores them in the repository; And a map generator module that provides a function for extracting a menu frequently used by a customer and providing a virtual contact to the customer.

Here, the customer contact device is such as web, mobile, CTI, SFA and the like.

The CRM gateway engine is configured to include a mapping engine and a campaign engine, and the mapping engine analyzes the event transmitted from the customer contact device and maps the data to be transmitted to the legacy system and the data to be transmitted to the campaign engine. And, the campaign engine performs a function of generating the campaign data by analyzing the data of the customer contact device.

The repository stores a mapping rule having an event table and a condition table, and campaign information including an event associated with an event and a condition as a rule table. In addition, the repository updates the customer information in the legacy system in a view materialization method or a batch method and stores it as summarized customer information that can be directly used for real-time marketing.

The event model provided in the CRM gateway engine is defined by deriving candidate events for customer requirements and extracting significant events from the candidate events. In addition, the response model provided in the CRM gateway engine derives significant events by evaluating the importance of the data events among the candidate events by statistical method and by evaluating the importance of non-data events by business judgment. And a model that reflects marketing suitability.

Meanwhile, according to the present invention, a CRM gateway engine applied to the CRM gateway system as described above is provided.

Hereinafter, with reference to the accompanying drawings will be described in detail a preferred embodiment of the present invention.

In order to implement real time marketing, this project proposes a financial CRM gateway solution in wired and wireless environments. Development of these solutions can be divided into business model derivation, interface design, and CRM gateway engine development. Hereinafter, these will be described sequentially.

I. Derivation of Business Model

In the present invention, to implement a CRM portal model illustrates a financial CRM service in a wired or wireless environment. The wired / wireless integrated financial CRM model is a model to support real-time marketing for small and medium financial institutions and financial agents. (See Figure 1)

This model is composed of the following processes based on Event Driven CRM. First, when customer's event occurs in various customer channels, event data is transmitted in standardized XML format. Based on this standardized data, this model extracts the appropriate rules, campaigns, and services, and immediately matches and services the analyzed, stored rules, campaigns, and appropriate services.

In terms of corporate customers, this model can be used to respond to individual customers in real time, and can build marketing strategies by accumulating event data of individual customers. These defined campaigns and services are delivered in real time to individual customers, who receive real-time services for their marketing information or requirements.

In order to implement such a model, the present invention provides a financial CRM gateway in a wired or wireless environment. (See FIG. 2) Such financial CRM gateway can be applied to a specific field such as insurance CRM gateway or securities CRM gateway.

II . Interface design ( Interface Design )

In terms of financial CRM portals to support the heterogeneous information environment of many financial institutions and distributors, and to support the diversified customer interface, standardization of interfaces is very important. In order to interface with various gateway devices and wired / wireless CRM gateways, the present invention uses XML as a standard for data compatibility, and implemented for web, mobile, call center (CTI: Computer Telephony Integration) and SFA (Sales Force Automation). .

The actual event search details using XML are as follows. Events generated through each channel are generated as XML and sent to CRM Gateway. CRM Gateway interprets the XML and stores the details in the database. 3 shows an example of an event that has occurred. This data can be seen that all the details generated in each channel are converted to XML standard format and transmitted to the database.

III . CRM Gateway  Development

(A) Overall system overview

The overall configuration of the system associated with the CRM gateway which is the object of the present invention is shown in FIG. Customer contact points that connect to the CRM Gateway include Web, SFA, Call Center (CTI), and Mobile. In addition, CRM Gateway is connected to the company's Legacy System. CRM Gateway connects customer contact point and Legacy System and can respond to various events in real time.

CRM Gateway is a system that can provide the appropriate countermeasures to customers in real time when a predefined event occurs among customer events occurring at the customer contact point. To this end, we modeled various events, built a response model for the events, and analyzed, designed, and implemented the CRM Gateway Engine.

(B) system architecture

CRM Gateway is composed of five modules (customer contact point device conversion engine, CRM Gateway Engine, Repository, Personalization Module, Map Generator Module) as shown in FIG. Hereinafter, each module illustrated in FIG. 5 will be described in sequence.

● Customer contact device conversion engine

Currently developed contact devices are web, mobile, CTI, and SFA. Web and SFA are generally used interfaces, and the financial sector was selected because mobile and CTI are also active. The customer contact device conversion engine is a module that converts data from various devices to XML-based standards.

● CRM Gateway Engine

It consists of a mapping engine and a campaign engine. Mapping engine plays a role in mapping data to be delivered to Legacy system and data to Campaign engine by analyzing them in real-time when events occurring in various channels are input to this system through Fact table. . Campaign engine analyzes data from Mapping engine with Real-time action table and generates Campaign data by referring to CRM Rule and Legacy summary Info and plays a role of real-time response. Overall, the CRM engine plays a key role in delivering data from customer contact devices and CRM servers in real-time.

● Repository

It is a place where the information managed by each module is in contact. It stores Mapping information managed by CRM Gateway management module and Campaign data managed by Campaign Tool module. Individually, the terminal information module stores the ID and user information (completed development) of the mobile terminal. In the future, when obtaining location-related information of the terminal, a very active business model is possible because location-based (LBS) one-to-one CRM is possible. The mapping rule stores the event table and condition table, and the campaign information stores the actions associated with these events and conditions in the rule table. In addition, if a large amount of customer information included in the Legacy System is used, the Summary Summary Information, which can be directly used for real-time marketing, will be updated by view materialization or batch method.

● Personalization Module

Refers to the editor of each mapping rule and campaign rule. Edit terminal information, define / create / edit mapping rule and campaign rule, and the modified rule is saved in each repository.

● Map Generator Module

Based on the user DB, menu information, and user log, the customer's screen editor program provides a function to extract a frequently used menu and provide a virtual interface to the customer. Refer. This module is required to apply to terminal devices by individual companies after the CRM Gateway system is finally completed.

IV . Customer contact device  event modelling

In order to build an event-driven CRM, as shown in FIG. 6, candidate events are derived by connecting various methods, and through event analysis, significant events are defined to identify the most appropriate channels for products and services that meet customer needs. Through this, the countermeasures should be developed so that the customer can provide them at the desired time.

7 illustrates a candidate event input screen in the event management system implemented as an embodiment of the present invention.

In order to increase customer value, it is necessary to analyze and manage the events occurring at customer contacts. In this project, the main objectives of the insurance companies are departure prevention, renewal induction, linkage / additional sales, customer management, contract management, loan management, and compensation management.

As mentioned above, the response model refers to a model that derives significant events through statistical methods for data events and non-data events for evaluating importance based on business judgment and reflects frequency and marketing suitability. Based on the customer's response to the analysis, the event response rule, which is previously analyzed and defined, is analyzed again and then used to reflect new marketing activities.

The countermeasure derivation process is represented in FIG. 8.

FIG. 9 illustrates how to define a response plan for each customer group to an emergency call center request event for querying call center auto insurance contract details.

V. CRM Gateway  Development process

(A) program development process

The division of program in CRM Gateway is based on the division of system and unit process tasks, and it is based on real time when the next process starts.

The program in CRM Gateway is largely composed of P1 (Event Generation), which generates event worklist, P2 (Schedule operation), which checks the created event task, and advances the event, P3 ~ P7 (Work process), which performs unit process tasks It is divided into extraction rule script and utilization rule script (task rule).

In FIG. 10, a series of processes of the P2 to P7 processes are synchronous processes.

(I) DB  rescue

FIG. 11 illustrates a CRM Gateway DB design for managing an event extraction target, a work cycle, an extraction and utilization rule, and utilization information.

VI . Detailed results of technology development

(end) CTI  main screen

CTI Main was developed for the customer's telephone consultation. The result is that the relevant information is shared for each required component through the CRM Gateway engine through the CRM Gateway engine.

(B) access mobile services

The system for requesting a service from the insurance portal site through mobile operates as shown in FIG. 12. The first step is to access the insurance portal. The following shows the cancellation refund information, which is entered into the CRM Gateway system even after confirmation by the customer.

(C) system access via the Internet;

FIG. 13 is a screen showing a case in which a customer accesses a CRM gateway system through the Internet, and illustrates a case in which a term loan is queried for the insurance he has subscribed to. If the customer inquires the loan amount, a loan agreement inquiry event occurs. Then, the occurred event is delivered to CRM Gateway in real time and the corresponding action is executed.

At the same time, salespeople associated with this customer are retrieved. You can set the rules in advance regarding the relevance, such as the sales person or the ointment, which the customer first contracted. If the action rule is applied to the sales person by e-mail, the information is sent to various channels and e-mails registered in advance. If the salesperson wants to receive the information by webmail, the information as shown in FIG. 14 is notified by email. FIG. 14 shows a screen of details of an email delivered to a customer or a sales employee when an email action occurs through a CRM gateway. If you want to see the history of SFA events at the same time, you can view the list of events delivered to the salesperson.

 The CRM system, which maximizes corporate profit through continuous relationship with customers, was built around analytical CRM that analyzes customer information and establishes marketing strategies in Korea. However, due to the development of internet and mobile technology, contact with customers is made through various channels, but customer information for each channel is not systematically managed, and there is insufficient system to respond immediately to customers. I can't let you.

According to the present invention, a CRM solution capable of satisfying customers at a desired point of time by systemizing customer contact points composed of various institutions and various channels, aiming at real-time CRM in consideration of operational CRM or collaborative CRM aspects. Is provided.

In the above, the preferred embodiment of the present invention has been illustrated and described, but the present invention is not limited to the specific embodiments described above, and the technical spirit of the present invention and the following by those skilled in the art to which the present invention pertains. Various modifications and variations will be possible within the scope of equivalents of the claims to be described therein, and such variations will fall within the protection scope of the present invention.

Claims (10)

A customer point device conversion engine for converting an event transmitted from a customer contact point into a standard protocol; CRM that has a predefined event model and response model, and processes the data provided by the customer contact device conversion engine in real time according to the mapping of the event model and the response model to deliver to the legacy system of the enterprise Gateway engine; A repository that stores mapping related information of the CRM gateway engine; A personalization module that defines / generates / edits mapping rules and campaign rules for the event model and the response model and stores them in the repository; And A map generator module that provides a function of extracting a menu frequently used by a customer and providing a virtual contact to the customer; CRM gateway system comprising a. The method of claim 1, The customer contact device is a CRM gateway system, characterized in that at least any one of web, mobile, CTI, SFA. The method of claim 1, The CRM gateway engine is configured to include a mapping engine and a campaign engine, The mapping engine analyzes the event transmitted from the customer contact device and performs a function of distinguishing and mapping data to be delivered to the legacy system and data to be delivered to the campaign engine, The campaign engine is a CRM gateway system, characterized in that to perform the function of generating the campaign data by analyzing the data of the customer contact device. The method of claim 1, And the repository stores a mapping rule having an event table and a condition table, and campaign information including an action table and an action associated with the event as a rule table. The method of claim 4, wherein The repository is a CRM gateway system, characterized in that for updating the customer information in the legacy system in a view materialization method or a batch method to store as summarized customer information that can be directly utilized in real-time marketing. The method of claim 1, The event model provided in the CRM gateway engine is defined by deriving a candidate event for a customer's requirement and extracting a significant event from the candidate event. The method of claim 6, The response model provided in the CRM gateway engine derives significant events through statistical evaluation of data events among the candidate events and business evaluation of non-data events and frequency and marketing. CRM gateway system, characterized in that the corresponding model reflects the suitability. With a predefined event model and response model, the data provided by the customer contact device conversion engine from the customer contact device is processed in real time according to the mapping of the event model and the response model to the corporate legacy system. As a CRM gateway engine to deliver, The CRM gateway engine is configured to include a mapping engine and a campaign engine, The mapping engine analyzes the event transmitted from the customer contact device and performs a function of distinguishing and mapping data to be delivered to the legacy system and data to be delivered to the campaign engine, The campaign engine is a CRM gateway engine, characterized in that to perform the function of generating the campaign data by analyzing the data of the customer contact device. The method of claim 8, The event model is defined by deriving a candidate event for the customer's requirements and extracting a significant event from the candidate event. The method of claim 9, The response model derives significant events by evaluating importance of data events by statistical method and non-data events by business judgment and reflects frequency and marketing suitability. CRM gateway engine, characterized in that.

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