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Who will enable this process? Where will this process take place? Business Process Post2002 Difficult to Solve Qualitative Issues Organization Location Data Quantitative ISSUES Easier to Solve Application Pre2002 What systems will enable this process? What information will enable this process?
What computers and equipment will enable this process?
Issues faced During implementation Problem getting user community (employees) to accept it Users forced to work harder to create processes and re-engineer systems around the new implementation CRM Training for all related employees Even best in class products are known to fail because of poor training
Issues faced During implementation Maintaining the service levels at the same time enabling transition to CRM implementation. Had to design a proper workflow automation Facilitation of knowledge sharing.
Major issues During implementation Thou shalt perfect the art of perfection
improper Budgeting while Attracting & Retaining customer More emphasis on attracting a stream of new customers rather then retaining the existing customer. Old customer tend to spend more with the firm as a result of their increased familiarity and comfort with firm service’s & product. Firms have a fixed budget for marketing.
improper Analysis of Customer interpretation Analyzing customer defection is to define what a ‘defection’ is. To identify the ‘core’ customers of the firm To get the root cause of the problem, i.e. customer defections. To develop a action plan based on the results of the defector interviews.
improper Technology Functionality Flexibility in incorporating changes Customization Scalability Fit with existing architecture Fit with global best practice Upgradability Commercial impact Degree of integration
Customer loyalty and reward programs are followed by firm Resist efforts of competitors to attract the loyal customer A customer’s loyalty creates value for the firm.
Retention program Customer retention is increasingly becoming more & more important as firms understand the value of a loyal customer. Customer portfolio analysis Reorganization for Customer Retention
Conclusions Lose customers only if you must, only by design and not by default and certainly not, by a (CRM) design-default. CRM must build a Capability, not just a System in the practicing firm to relate and retain profitable customers.