METHOD OF ENHANCING CUSTOMER RELATIONSHIP MANAGEMENT CONTENT AND WORKFLOW
Forward-looking sales activities are poorly served by existing Customer Relationship Managements systems, as the customer information those systems maintain by definition does not include the speculatively interested “leads” pursued in initial sales contacts. An Enrichment database, asynchronously loaded with corporate and optionally individual contact information in anticipation of use, provides real-time access to information in support of such first customer contacts. The Enrichment information may also be used to expedite creation and revision of CRM records.
1 . A system comprising:
at least one memory storing computer-executable instructions;
at least one processor for executing the instructions stored on the memory, wherein execution of the instructions causes the at least one processor to perform operations comprising:
detecting one or more contextual identifiers from user activities within an application associated with a user identifier;
querying a database with the contextual identifier to retrieve enrichment information; and
displaying the enrichment information relevant to the user activities.
2 . The system of claim 1 , further comprising a customer relationship management (CRM) application, wherein the CRM maintains data relative to customers and their representatives, wherein the CRM is further configured to provide elements of said data to users, and wherein the database queried by the application is distinct from the CRM.
3 . The system of claim 2 , wherein the application associated with a user identifier comprises one of an email application and a web browser, and the user identifier is correlated with user access activities within the CRM.
4 . The system of claim 1 , further comprising an enrichment database communicating with the application.
5 . The system of claim 4 , wherein at least a portion of data retrieved from the enrichment database data is obtained independent of user activity within the application.
6 . The system of claim 5 , wherein the enrichment database is provided as a web service.
7 . The system of claim 4 , wherein the enrichment database responds to queries incorporating an internet domain name comprising corporate business information relevant to an entity represented by the domain name.
8 . The system of claim 4 , wherein the enrichment database responds to queries incorporating an email address comprising information associated with an entity represented by the email address.
9 . The system of claim 7 , wherein at least a portion of the corporate business information is obtained from public web pages.
10 . A computer-implemented method for providing enhanced sales support to users of a customer relationship management (CRM) system, wherein the CRM maintains current and historical business-related data relative to customers, the method comprising:
identifying a user access activity within the CRM;
detecting one or more contextual identifiers based at least in part on the user access activity;
submitting a query to an enrichment database, the enrichment database being distinct from the CRM, the query comprising a contextual identifier;
receiving enrichment information from the enrichment database based at least in part on the query; and
presenting at least one element of the enrichment information for selection by the user.
11 . The method of claim 10 , wherein the enrichment information is offered for user selection from a list.
12 . The method of claim 6 , wherein the enrichment information is offered for user selection as at least one autocompletion option to user data entry.
13 . The method of claim 10 , wherein the enrichment database is provided as a web service to the CRM system.
14 . A method, comprising:
detecting one or more contextual identifiers from user activities within an application associated with a user identifier;
querying a database with the contextual identifier to retrieve enrichment information; and
displaying the enrichment information relevant to the user activities.
15 . The method of claim 14 , comprising:
displaying the enrichment information through a sidebar of a web browser during real-time web browsing by a user.
16 . The method of claim 14 , wherein the database comprises a customer relationship management database.
17 . The method of claim 14 , comprising:
displaying the enrichment information through a sidebar of a web browser, wherein the enrichment information is populated within a user interface element used to populate information within a customer relationship management database.
18 . The method of claim 14 , comprising:
displaying the enrichment information as an auto completion option for user data entry into a customer relationship management database.
19 . The method of claim 14 , comprising:
displaying the enrichment information for user data entry into a customer relationship management database.
20 . The method of claim 14 , comprising:
displaying the enrichment information through a user interface element used to compose an email to a recipient.