Customer relationship is indeed one of the most important factors in the business equation. It is applicable for Sales Department to facilitate the process of preparing the quotation, getting the purchase order from the customer, preparing invoice or delivery order and keeping record of payment.

CAMS gives you a 360-degree view of customers, prospects, competitors and your sales force. This empowers you to develop customer-oriented business strategies to serve and retain them better. You can boost sales by recording, integrating and analyzing information across pre-sales, sales and marketing teams. You can manage your sales force effectively. The data generated in the form of reports enables you to measure market trends and strategize to stay ahead. Customers are purchasers of goods and services which the company sells, and can be both internal and external. Internal customers could be end users of products and services from a different division within the same company, and external customers could be those from a different company, within the same state, country, or international customers.

The ways of tracking and handling internal, local and international customers vary, and each must be handled in ways which best optimize business growth. The Customer Relation module is developed to keep all considerations in mind, and helps the company structurally tracks, monitors and develop the most optimum delivery and contact path for each group of customers, all in an automated and structured manner.

The primary Customer Relation modules which are important in all types of business includes:

Figure: Overall Enterprise Suite for Workplace.
Figure: Overall customer relation module attributes

Each of these modules work coherently to handle, store, feedback and manage all customers’ accounts automatically. The system inherently automates and governs the overall customer relation operations structurally.


The Marketing process is in effect the front door to any business organization. This Marketing module guides and automates the process of sustaining existing customers, developing new customers/markets, surveys, follow-up, meeting customers, etc. It uses the customer information system for analyzing and maintaining existing customers, and also stores records of potential customers, the demographics of potential markets, and survey analysis results. Coupled with the Marketing Calendar, his module enables close follow-up for each customer every time, and together with the personal information profile, arms marketing personal with the leverage of the most up to date customer information, accessible with a touch of a button. Potential customers are also alerted with reminders set for follow up. The system ensures that NO potential business is left un-explored. Enquiries can be automatically replied with an interim message, followed by a formal reply by marketing personnel. The typical sub-modules included within this module are:
  • Marketing Calendar
  • Customer Trigger System
  • Reminder System
  • Field Reporting
  • Marketing Analysis
  • Promotion & Feedback Analysis
  • Customer Account Information - Order Management


The Customer Information System is common to all types of business organizations, whether in the manufacturing, service, trading, food industry, or community sector.

This information primarily contains customer contact information, company profile, personal profile, historical queries, events, business dealings, feedbacks, etc. The sub-modules attached includes:
  • Company Information
  • Contacts Information
  • Transaction & Queries
  • Event Log & Trigger
  • Category & Profile


The Sales process ensures all parts ordered, arrive at the customer site at the correct time, with the correct quality, mix and correct cost. This system also addresses any customer enquiry, provides tracking information for customer and schedules. Using information of customers from the Customer Information System and Marketing analysis, reports and other information; this Sales module automatically tracks and triggers personnel for follow up, generates the required paperwork, and can report periodically on performances.

The typical sub-modules included are:
  • Acknowledgement system
  • Distribution System
  • Trader / 3rd Party
  • Customer Enquiry Support System
  • Escalation / Cancellation
  • Trafficking & Packaging
  • Freight / Insurance / Warehousing
  • Tax & Clearance
  • Order Processing


The Order Fulfillment process is the process of scheduling and planning for the delivery of goods and services to the customer. This system obtains information from the Customer Information, Marketing, Shipping, system constraints, stocks, and other inputs in order to start a Lot/Form flow. The method and schedule for delivery is predetermined by the system, given the various inputs, constraints, stocks, personnel, etc. This system is designed to trigger for automated close-loop follow-up, in order to ensure all orders are fulfilled within the specified pre-defined window times. This system will also trigger other sub-modules for acknowledgement, feedback, transportation, delivery methods, etc.

The typical sub-modules included are:
  • Delivery Configuration
  • Distribution Channel
  • Constraint Management
  • Scheduling & Planning
  • Acknowledgement


The Returns & Claims module addresses the product or services returns and claims, due to error in quality, quantity, mix, unsatisfactory or wrong services, damages, shelf life expired, product discontinued etc.

The system provides the supervisor information of events, orders, etc; and also provides a feedback to the organization as to all claims request from customers. Where rectifications or repairs need to be made, this system will route products or services through the correct configuration model and re-initiate the supply chain. Where replacement parts needs to be delivered, the system will route request accordingly with different priorities. This system is integral in the process of customer satisfaction. The typical sub-modules included are:
  • Claims Form
  • Returns Form
  • Defect Tracking
  • Product Expiry / Discontinued
  • Stock Rotation
  • Reclassification
  • Re-order Form


The Report & Survey module provides the feedback mechanism as to the performance of not only the whole customer relation, but also the business in general. This module includes automated feedback forms, survey results, custom “report-cards”, delivery & performance reports, auditable event records; as a means for management of customer relation strategic decision making. The typical sub-modules included are:
  • Customer Audit / Feedback
  • Internal Supply Report
  • External Survey Report
  • Event Chain Report