The Story of a: Christmas Relationship Management System
Year round for the past couple of hundred years Santa & his elves have worked day in and out to prepare for Christmas Eve. It seems so simple, your child sets their heart on a toy, pops a letter to Santa in the mail, and voilà on Christmas Day they rip open a neatly wrapped present. But has anyone ever thought about the work that goes into that present. The preparation, the dedication, the ups and downs? There are millions of kids around the world, all with different expectations, all relying on Santa (the only true global service provider) and his team.
Before life became so digital a child would eye down something they dreamed of owning, scribble a few options on piece of paper and then hand this over to their parents. The parents would post an envelope to the North Pole and off went their child’s hopes & dreams. But Santa & the elves, didn’t just receive that one letter, they received millions of letters. These letters would flood the mail room of the North Pole, stacks & stacks, higher than any elf could imagine climbing. No matter how much they expanded the mail room or increased the number of elves, it had become too overwhelming. But keeping in the spirit of Christmas they remained joyful & positive and went to work opening each letter and taking the requests into consideration. Besides the endless letters there was even more paperwork, the double or triple checking of the naughty or nice list. For the most part this was Santa’s job, but he did enlist the help of elves to check on the kids across the world and report back to him. All year, a close eye was kept on these millions of kids to see who would receive that one wonderful gift or who would receive a lump of coal instead. The paperwork floating around the North Pole was endless but did make for a great bonfire on New Year's Eve.
Once Santa made the final decision whether the child deserved a present or not it was then up to the elves to fulfill the child’s wishes. Starting immediately the elves went to work building and creating these wonderful presents. But things didn’t always run smoothly despite having hundreds of years to perfect the art of the Christmas Eve delivery.
There were times that stacks of letters toppled over and children with the same names ended up with the wrong presents.
The year the Chief Elf told his staff to make dolls that laughed but by the time word of mouth spread the little elves made dolls that cried instead.
The mistakes and struggles went beyond the workshop, what about loading up Santa’s red bag, can you imagine the task of separating the toys properly so that when Santa reaches in the bag he pulls out Madison’s present and not Elizabeth’s.
Or what about coordinating the delivery routes? If Santa reaches London and finds Billy’s (from San Francisco) baseball glove in the bottom of the bag it could be disastrous.
Not to mention narrowing down the list in the first place, how does Santa know if your child actually wants the wagon instead of the bike, as a parent did you think to specify this before mailing the letter?
This is why Santa & the elves get very little vacation time, the work takes all year. If only there was a solution?
In January of 2013 Santa and his elves made a decision. They decided that they could no longer accept the risks involved in missing Christmas and disappointing all of the children in the world. On top of that after all these years of promising his beloved elves, Santa wanted to give them that extra day off in December he never was able to give so they too could enjoy the holiday season.
Initially Santa created an elf team of his most senior elves to lead in the investigation that would save Christmas.
The team consisted of 3 elves:
Chief Operating Elf (COE)
Regional Elf Manager (REM)
Quality Elf Assurance (QEA)
They thought of all different kind of scenario's that would prevent the issues they have been facing from re-occurring in 2013.
The top 3 ideas ranged from:
Giving everyone the same present.
Moving Christmas to January 15th.
Stop giving presents to kids older than 4 years old.
After presenting their plans to Santa (who took the role of Senior Executive Sponsor) they all agreed that they could and would not disappoint a single child in the world. With that in mind Santa remembered many years ago when he delivered a very special Christmas present to a very special little boy and then all of a sudden Santa jumped up and said, "Microsoft." He remembered delivering a present to a little Bill Gates who at the time had always been talking about using a computer to change the world. Immediately Santa's elves jumped online and started to look at what would help solve their problems using a computer.
At first they saw many different things online that seemed as if it would help solve their problems but after several hours of searching they noticed that something called CRM kept popping into the picture. All of a sudden the Chief Operating Elf noticed that CRM was an abbreviation for Customer Relationship Management………..he thought for a few seconds, searched a little more and noticed a similar term called xRM, which was an abbreviation for Anything Relationship Management.
He then jumped up and ran to Santa and in all of his excitement told Santa that he had found the answer which would save Christmas for years to come. Santa replied in a very jolly manner, "what have you found my friend?"
The elf replied; "I have found a Christmas Relationship Management system"
Santa and the elf began to laugh and smile thinking of all the children that would be happy because Christmas was saved. After a few minutes Santa asked the elf, "tell me which problems will this CRM system help us solve?"
The elf smiled and explained to Santa that the CRM system would help them solve:
Maintaining a clean data source of all the houses in the world.
Identify which families live in each house even when they move.
Track the developments of each family member during the year.
Introduce a streamlined process in order to:
Decide if the children were naughty or nice each year.
Advise the perfect presents based upon, interests and social insights.
Preparing the present and wrapping the present.
It even helps track stock of toys, wrapping paper and the sleds.
Schedules the appointment for the drop-off of the present and exact location.
Finalize the entire process by checking if the child was very happy with his/her present
As Quality Elf Assurance, I was responsible to work with our vendor during the implementation project. A few of our favorite highlights are mentioned below.
Initially it was very important for us to understand the basic structure which our vendor designed. During the requirement gathering workshops we of course thought that we were implementing a Christmas Relationship Management system and everything would need to be custom. However I was very impressed when the vendor not only showed me the working structure in a design document but also rapidly prototyped examples of the setup in the CRM system.
Figure: Basic Account Structure
The following areas of CRM were configured exactly for our needs!
When opening an Account in CRM we now have a perfectly clean segmented database of all our customers. For delivery purposes we store the address and are even able to track if a house has a chimney or not. One of our favorite features was being able to easily keep track of which families moved from house to house.
In order to keep track of each family we introduced the Main Contact. This record contains the Family name along with the number of Children. By using what we called Sub-Contacts we are easily able to track all of the family members within a particular Family.
Figure: Main (Family) Contact record
The Sub-Contact is the heart of our CRM system:
Figure: Sub-Contact (personal contact)
Here we not only track all of the personal contact information such as; Age, Gender and number of children, we also make use of a very powerful feature called Connections. In the below example I am able to see all of the connections and the roles of those connections that Sophia has to other Contacts in our CRM system such has her cousin's Jessie and Alyssa:
Figure: Connections to a Contact
The key point for us selecting Dynamics CRM was for its amazing capabilities in supporting our unique Business Process. It's not every day that someone changes how Santa and his Elves deliver Christmas to the entire world. So when the vendor demonstrated what we call, "The Night Before Christmas 2013" Business Process Flow we immediately saw how are lives were going to change. For hundreds of years we have worked on perfecting the art of delivering Christmas to our customer and in a matter of hours we were able to not only automate a significant part of our process but also introduce genuine improvements such as social monitoring to decide the perfect gift:
Figure: Picking Your Present Business Process Flow
Figure: Social monitoring data for Contacts.
Once the perfect gift has been selected we move forward in our "The Night Before Christmas 2013" Business Process Flow and reach the stage of wrapping and distributing the gift.
Without even knowing it our CRM system automatically creates a Case and tracks the details of which Present is magically going to appear in Santa's bag when he arrives at his appointment.
We asked our Regional Elf Manager how this process has helped change her job and she replied "one of the major advancement areas we are able to introduce this year thanks to the time CRM has saved us is personalized wrapping paper for each gift, we think this will increase the joy of our customer."
This schedules the appointment for Santa's drop off and unfortunately other than the standard appointment features you expect this part has to remain Santa's own Intellectual Property :-)
Figure: Appointment record
There was one twist in our story and that was that Santa never actually learned to use a computer. During the implementation Santa spoke to his Chief Operating Elf about his fears of using a computer and luckily the vendor explained that Dynamics CRM has full tablet and phone support. Therefore the Chief Operating Elf told Santa to start using a tablet to listen to his favorite holiday music and watch his favorite Christmas movies so he would be prepared for the training which was being provided by the vendor.
Santa decided to start using an iPad due to the fact that he really only wanted to consume content and not create content. During the user training the majority of elves used a computer as they wanted to take advantage of the rich Outlook features Dynamics CRM offers. However to everyone's joy Santa was able to follow the complete training using only his iPad.
Below are a few examples of the Christmas Relationship Management system on the iPad which Santa is now joyfully using:
Keeping a consistent look and feel the Main Contact record we viewed earlier on our PC is displayed in the following similar manner on the iPad:
Figure: Main (Family) Contact record iPad
Instead of scrolling with our mouse or touch pad we are able to swipe left or right with our finger to find more information. For example when Santa is looking at the Family Martin he is able to swipe left and see the individual members of the Family Martin:
Members of Main Contact Family
Figure: Family Members iPad
From the list of Family Members Santa is of course interested in viewing Sophia’s details so he simply taps on her name/photo and we jump into Sophia’s contact record.
Figure: Sub-Contact (personal contact) iPad
As you can see even on the tablet experience we are able to see the “Night before Christmas 2013” Business Process flow and move forward to the next stage. During our training Santa was so impressed with how easy it was to use the CRM system he asked all of us, "I wonder how they are going to change all those songs about me checking my book into me checking my iPad."
The Elves: Enjoying that extra day off in December and planning how they can improve the CRM system even more for Christmas in 2014.
Santa Claus: Happily telling his story to Mrs. Claus about his good investment in CRM this year and enjoying all of the milk and cookies he received.
The vendor: Joyful to be working on several new CRM Online projects in 2014 and continuing to support Santa and his Elves!
Last but not least we would like to say that all of this was made possible thanks to Standard Microsoft Dynamics CRM 2013....Well, except for Santa, his Elves and Christmas"
Merry Christmas to all from the @work Team!