[123doc] - poor-customer-relationship-management-a-case-study-in-nhi-long-jsc.pdf

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UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
------------------------------
Dang Thi Kim Khuyen
POOR CUSTOMER RELATIONSHIP
MANAGEMENT
A CASE STUDY IN NHI LONG JSC.
MASTER OF BUSINESS (HONOURS)
Ho Chi Minh City – Year 2020

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UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
------------------------------
Dang Thi Kim Khuyen
POOR CUSTOMER RELATIONSHIP
MANAGEMENT
A CASE STUDY IN NHI LONG JSC.
MASTER OF BUSINESS (HONOURS)
SUPERVISOR: DR. DOAN ANH TUAN
Ho Chi Minh City – Year 2020

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POOR CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM AT NHI LONG
JOINT STOCK COMPANY
Table of Contents
1. Company overview ......................................................................................................5
1.1. Nhi Long Joint Stock Company overview ..........................................................5
1.2. Organizational structure......................................................................................6
2. Symptoms .....................................................................................................................7
2.1. Increase in turnover rate......................................................................................7
2.2. Increase in sales employees dissatisfaction responses .......................................9
2.3. Increase in customers unanswered calls ...........................................................10
3. Problem Identification...............................................................................................10
3.1. Potential problems ..............................................................................................10
3.1.1. Lack of sales skills ........................................................................................11
3.1.2. Poor customer relationship management system......................................12
3.1.3. Company policies .........................................................................................13
3.2. Validating problems............................................................................................14
3.2.1. Staffs lack of sales skills...............................................................................15
3.2.2. Poor customer relationship management system......................................15
3.2.3. Company policies .........................................................................................17
3.2.4. Managers’ perspective.................................................................................18
3.2.5. Employees’ perspective................................................................................18
3.3. The importance of main problem......................................................................21
4. Causes Validation ......................................................................................................22
4.1. Potential causes exploration...............................................................................22
4.1.1. Ineffective training program.......................................................................22
4.1.2. CRM tool function limitation......................................................................23
4.1.3. Functional managers cooperation limitation.............................................24
4.2. Validating causes.................................................................................................26
5. Alternative Solutions .................................................................................................28

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6. Action plan..................................................................................................................36
7. Supporting Information ............................................................................................41
References..........................................................................................................................51
Table of Figures
Figure 1: Organizational structure of Nhi Long Company ..................................................6
Figure 2: % employees working in each department ...........................................................8
Figure 3 Turnover rate in sales department (%)...................................................................8
Figure 4 : Number of sales employees’ dissatisfaction responses in quarter 4th
2018.........9
Figure 5 : Customers’ unanswered calls (%)......................................................................10
Table of Diagrams
Diagram 1 : Initial Cause-Effect map of Nhi Long Company ...........................................20
Diagram 2: Updated Cause-Effect map of Nhi Long Company ........................................25
Diagram 3: Final Cause-Effect map of Nhi Long Company..............................................28

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1. Company overview
1.1.Nhi Long Joint Stock Company overview
Nhi Long joint stock company (Nhi Long JSC.) is one of small companies in
Vietnam. This firm is working in interior field, and now it has imported rugs from Turkey
to distribute in Viet Nam market. About company history, Nhi Long JSC stemmed from a
small business that first opened in 2005, working in gemstone painting industry, and was
established officially in 2013. When it had become strong competition in paintings
market, in 2013, director of Nhi Long Company decided to switch over to new products
of rugs and carpets.
In August 2013, the first container of rugs were imported from China by Nhi Long
JSC. After selling Chinese rugs in one year, Nhi Long Company had got so many
complaints from customers about rug quality. Through this problem, Nhi Long director
realized that although partner of Nhi Long company at that time was a biggest factory
which produced rugs in China, Chinese rugs were not high quality products as he
expected because of producing technology of Chinese itself. So, director of this company
tried to find more new suppliers who had better quality products to solve complaint from
his customers.
In May 2015, after nearly two years observing and researching, he chose to
cooperate with two factories in Europe- Turkey and Belgium country. With higher
modern technology and famous experience in producing rugs over the world, these
partners could provide quality rugs for Vietnamese customers. Customers’ satisfaction
was improved when they can buy Turkey rugs with high quality and suitable prices.
Moreover, the sales revenues of this company also improve significantly.
However, it still exists some difficulties for Nhi Long Jsc to maintain customers,
open market and get sales revenue increase. There are some limited resources of human,

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finance and facilities, especially an increase of high turnover rate in sales department in
three recent years, more dissatisfaction for both employees and customers.
1.2.Organizational structure
As a trading company, Nhi Long JSC has organizational structure as following
chart:
With the structure showing in above chart, three groups of sales are working
independently with different KPIs for each group. The market is not segmented for each
group. Vision of this company is toward to build a lot of small sales groups, with around
5-6 sales persons for each group, to cover Vietnam market and increase revenue, leading
to high increase in profit.
Chairman
CEO
(General Director)
Vice Director
Sales manager 1 Sales manager 2
Marketing Team
leader
Tax accountant
Payable and
receivable
accountant
Marketing staff
4 sales
representative
working in HCM
4 sales
representative
working in Hanoi
Admin and
Logistic staff in
Hanoi
Admin and
Logistic staff in
HCM
4 sales
representative
working in HCM
Figure 1: Organizational structure of Nhi Long Company

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2. Symptoms
2.1. Increase in turnover rate
One of the big attentions for small enterprises which are working in construction or
interior business in Vietnam today is about human resources management. At Nhi Long
Company, turnover rate increases in three recent years, the figures are showed in the
below table:
Table of employees leave job
Month Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Number of employees quit job in 2016 2 1 0 1 0 0 0 1 0 1 1 0 7
Total 8 3 2 2 2 1 1 5 2 2 2 3 33
Table of employees working
Number of employees working in 2016 9 11 13 15 15 15 15 16 17 18 17 18 18
Table 1: Turnover rate of Nhi Long company
Turnover rate in 2016 22.22 9.09 0.00 6.67 0.00 0.00 0.00 6.25 0.00 5.56 5.88 0.00 38.89
Turnover rate in 2017 17.65 6.25 0.00 4.00 8.00 0.00 0.00 11.54 0.00 0.00 0.00 3.57 39.29
Turnover rate in 2018 11.54 4.00 6.90 0.00 0.00 3.23 3.13 3.13 6.67 3.13 3.13 6.67 50.00
The table displays total of employees who quit jobs in Nhi Long JSC is rising year
by year with the number of 7; 11and 15 employees in 2016; 2017; 2018, respectively.
And with an increase in leaving jobs from employees, Nhi Long turnover rate climbs
from 38.89% in 2016 to 39.29% in 2017 and reach 50% in 2018.
Furthermore, the below chart will perform the number of sales employees quit job,
together with percentage of turnover rate increased in sales department:

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Figure 3 Turnover rate in sales department (%)
Table 2: Turnover rate in sales department
Year 2016 2017 2018
Total sales employees (average) 5 9.5 12.5
Number employees leave jobs 2 5 8
Turnover rate (%) 40 52.63 64
Looking at Figure 2, we can see the structure of human resources in each
department at Nhi Long Company, total employees working in sales staff are highest by
40% in total employees. And by data shown in table 2, number of sales employees will be
calculated by the average of sales staff at the beginning of each year and at the end of
each year (reference data in supporting information), turnover rate in sales staff are
escalating quickly from 40% in 2016 to over 64% in 2018. It is clear that, the turnover
rate of sales employee impacts strongly in turnover rate of whole company.
By reviewing on number of rising turnover rate in table 1 and table 2 together with
the structure in above pie chart, there is a relation recognized, the turnover rate in sales
staff contributed mostly in turnover rate increase of Nhi Long Company.
Moreover, because employee turnover is costly(1), and one of strategies of Nhi
Long is create more and more sales team. Managers of this company have to pay attention
in the growth of sales employee turnover rate. So, employee turnover can be a symptom
of this company.
40
52.63
64
0
10
20
30
40
50
60
70
Year 2016 Year 2017 Year 2018
Turnover rate in sales
department (%)
Figure 2: % employees working in each department
23.33
40.00
6.67
3.33
6.67
20.00
% employees working in each
department in 2018
Logistics Sales Accounting
Admin HN Marketing Managers

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2.2. Increase in sales employees dissatisfaction responses
By data of internal system from making survey monthly, the responses of sales
employees are almost dissatisfaction with their current job. The number of discontentment
responses is increased steadily in three recent months, the percentage in detail is showing
below:
Figure 4 : Number of sales employees’ dissatisfaction responses in quarter 4th
2018
(Form of question paper in survey)
Although this type of survey of Nhi Long company does not have the reason for
each answer, and also does not know the name of respondent for each answer, leading
managers need to consider this is a signal for your sales staff feedback that need to make
attention to find out the potential problems in their organization.
63.64
83.33
91.67
0.00
20.00
40.00
60.00
80.00
100.00
Oct-18 Nov-18 Dec-18
Answer of discontentment
(%)
63.64 83.33 91.67
Answers of discontentment (%)
Answer of
discontentment
(%)

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2.3. Increase in customers unanswered calls
The call center system of Nhi Long Company has a statistic of calling in and out
between sales and customers every day. And in three consecutive months, the number of
calling that sales employees cannot contact with their customers, are increasing from
20.73% in October to over 31.11% in December 2018. The below chart is shown an
upward trend for this situation:
Figure 5 : Customers’ unanswered calls (%)
It is an unusual action from customers that employees are facing and these number
are collected through call center system. Customers play an important role in small
business, so employees lose contact with customers is a symptom that company have to
explore potential problems that Nhi Long may get in 2019.
3. Problem Identification
3.1. Potential problems
By using method of depth interviews individually with sales staff who are quit job,
sales representatives who are working in organization, sales managers and director of this
-
5.00
10.00
15.00
20.00
25.00
30.00
35.00
% call-out can not contacted 20.73 25.93 31.11
% Call-out can not contacted
% call-out can not
contacted
Linear (% call-out can not
contacted)

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firm, together with the information which are collected in symptoms part, some potential
problems are explored as following:
3.1.1. Lack of sales skills
According to an increase in number of unanswered call when sales conduct a call
to customers during last three months in 2018, it can become an upward trend in
following months in 2019.
Related to current condition, Mr. Huan – general director, sharing the information
that company can face the loss of customers who are not contacted by sales. In the
statistic from internal call center system, the number of customers are not willing to
receive the call increase steadily from 21.73% to 31.11% in three months, and they are the
highest rate until now. He was also sharing that the problem can stem from the sales
staffs, they lack of some needed skills for calling to customers, and especially when the
work in this field change daily, sales man have to upgrade their skills to meet
requirements of customers such as communication skill, presentation skill, persuasive
skill… Besides that, based on his own view, if sales have good communication skill, they
can get customer satisfaction and they can contact with their customers anytime.
At the same situation about customers did not answer calls, Ms. Khuyen- sales
manager, stated her view that there is a limitation in employing skills that sales staff have
been trained when sales conduct a call to all customers, so in some cases, the customers
feel boring, and they have a tendency to ignore the call from sales in next time.
And when discussing with Ms. Mo – sales representative in Ha Noi, she gave a
point of view that in order to meet company requirements, all sales have to contact via
call with customer monthly, and company also support for sales to contact with customers
via sending message at least two times monthly in order to create interaction with
customers. So after a while, customers feel annoyed when they see message or call from
sales employees regularly, it makes more and more difficulties for sales employees to
communicate with them, sometimes she do not know what is calling purpose to her
customers.

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With different jobs in organizations, people have different point of view in the
situation of unanswered call raising, however, all views are related to the skills of sales.
And for any reason from company or employees, if sales employees have an effective
communication skill, it can help to improve this unexpected ratio.
To sum up, the lack of sales communication skills can be seen as a potential problem for
organization during this period of time.
3.1.2. Poor customer relationship management system
Nhi Long is a trading company which is clearly aware of the importance of sales
employees. It is because they see dissatisfaction of sales man can impact directly on their
customers and their profit, from comment of general director. Looking back with an
internal survey showing an increase of dissatisfaction employee responses in general
about their work in current months, the ratio increases significantly with highest number
by 91.67% in December 2018. Managers have to pay attention in this situation.
To understand more about the issue, after discussing with sales manager 2 – Mr.
Cuong, he said that in Nhi Long organization, sales representative are more and more
getting supports from company such as sales kit, tools, skills training
program…especially the CRM systems. With applying CRM systems which are always
latest updated regularly, sales will get more benefits from minimize manual operation, for
example create quotation by excel, or thinking and sending email or message for a vast of
customers, revenue statistic…With the discontent from sales, for him, it may be related to
KPIs achievement. It is so difficult for sales to reach the requirements of company that are
measured by KPIs in CRM system.
In fact, related to sales discontentment, opinion from sales representatives- Mrs.
Thao working in HCM, and Ms. Linh working in Ha Noi, they offer the recognition about
system in management the customer relationship of company. To be specific, Ms. Linh
stated that she faced with customer information duplication. It means that, she added
some new customers in last month, and other sales people also add one more new account
with the same of her customers by different number phone and then she lost order

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purchases because she did not know about this duplication. And it is very difficult for her
to check, because company have over 4,000 existent customers and she also is limited
about access permission in system. The duplication of so many customers make her takes
time and efforts to serve these accounts, such as for each account, she had to send
quotation, calling every month, visiting customers, answer all enquiries, and then she
suffer higher workload but unnecessary. In other view of employee about CRM system,
Mrs. Thao, she gives feedback about the information displayed in CRM system, it takes a
lot of her time to collect necessary information for using to analyze to make report
weekly. For example, on Saturday morning, she has to check each account of customer,
and for at least 100 customers she contacted on this week, to find out which customers
arise quotes, which customers comments to contribute their work, which ones not concern
information sales man provide…and then analyze and make report. It takes much time
because information is located in each different field in system. And she also shared these
activities are so boring and make her get more task to do, while she had a lot of more
necessary tasks to complete. So, the bad CRM system can lead to workload higher for
sales employees, of course, it will make increase in employees’ dissatisfaction.
Therefore, the poor customer relationship system can be a potential problem for
Nhi Long organization at this time.
3.1.3. Company policies
With turnover rate increased in three recent years, especially in sales department,
from 40% to 64%, information is collected to find out potential problems for organization
through depth interviews with employees who left job and director of company.
Through discussion with Ms. Trang, who left sales job in December 2018, she
mentioned that in order to manage sales staff about customers interaction in internal
systems, company ban a lot of new policies such as shipping, payment policies, the
content of a call to talk with customers,…and these policies were updated every month,
this can make her confused strongly when she tried to remember the latest policies,

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especially she was a sales man working in B2B field, so when policies changes, she had
to support for all customers to remember new policies, and edited the contract with
customers, while she cared for over 300 customers in system. More than that, new
policies are accompanied by so many key performance indicators (KPIs) that applied for
sales staff. This make sales man as her suffered high stress pressure and could not be
happy and worry about the current jobs, although she satisfied with her income monthly.
In other case with Mr. Lam, he left his job in October 2018, he had given that he got
stress every day when he worked in this job, for instance, he had to call at least 20
customers daily and solved any job if having in order to meet one of KPIs for sales people
in a day. Along with this KPI, sales are required to follow KPIs of visiting customers,
with this task, all customer accounts in system that he were hold, are encouraged to visit
at least once a year, and a lot of mandatory tasks were needed to complete by sales as
him. With a lot of KPIs that were required to archived, his performance was lower than he
expected and also lower to compare with other sales person. So, for him, this is a stressful
job with incorrect KPIs.
With general director view point, Mr. Huan stated that some sales employees quit
their job because of their individual issues like a job involved in their family, some quit
their job because they could not catch up something changes in company. In order to
make sure all customers of company are cared well and customers have a good
relationship with sales people and company, he and managers had to update quickly
policies, and of course the result are measured by new KPIs for sales staff.
So, these policies of company can be a potential problem for Nhi Long Company.
3.2. Validating problems
In order to validate problems, some theories and studies are reviewed, together with
comments from managers and employees as below:

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3.2.1. Staffs lack of sales skills
Based on customers refuse calls from sales are mentioned in part 2, this can be
seen as a response of customer dissatisfaction. According to a study, one of eight
customers dissatisfaction responses are neglect (2), where can cope with items including
little caring or quit caring service provider, do not take note any action and finally let
worse relationship happens, this reaction can be called passive response from customers.
Plus, Hirschman (3) also stated that to face with dissatisfied situations, some customers
choose to be silence and hope better new things will happen. Likewise, these studies
mention an action that customers do not accept calls from partners are dissatisfaction
response from customers, and that because customers do not care about this firm and
complaints are recognized not worthy.
One of the factors can affect to the customers dissatisfaction is the understanding
customers and their needs(4). Lack of understanding will lead to customer’s
dissatisfactions while high level in communication can get customer satisfaction. Besides
that, effective communication skills is very important for sales interaction, sales
adaptiveness and sales outcomes (5). Other words, if sales staffs, who have to make a call
to customers daily, lack of skill about communication will make customers do not want to
answer their calls.
Therefore, lack of effective communication skill via calling to customers can be a
problem of this firm.
3.2.2. Poor customer relationship management system
With the number of dissatisfied responses from sales rise from October 2018 to
December 2018, that’s really important signal that managers have to make attention.
Indeed, according to Farrell (6), complaint from employees is one of five decisions
discontent employees choose, it can be seen as constructive response intended to benefit
itself. But it can also be a sign of turnover intention as well.

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Actually, Mr. Huan – general director, shared information about one of the urgent
tasks is handling job dissatisfaction from three sales teams in recent time because it may
be related to raise in turnover rate in sales employees and bring negative effect directly to
company performance in next quarter. Besides that, about relationship between
employees and customers, employee satisfaction impact directly or indirectly to customer
satisfaction via external service quality that employee provide, higher employee
satisfaction can contribute in higher customer satisfaction and vice versa (7). Therefore,
the dissatisfy employee increase can make increased in customers dissatisfaction.
When customers dissatisfy about a product or service of a company, they have
three basic reaction to their partners including: keep silence and exit the relationship,
complaint about dissatisfaction, or quietly remain a relationship (3). This can be seen as
“opportunity cost” and impact indirectly to company productivity, business effectiveness.
If company do not recognize the passive silence from their customers, it can loss these
current customers as well as the revenue from them.
According to Michael (8), customers relationship management (CRM) adoption
and utilization can impact in positive way to sales performance, and efficiency as well as
effectiveness of sales. However, customers’ relationship management can effect
negatively to organization if the firm cannot implement CRM in the right way. Indeed,
fail in CRM can create ineffective communication with customers and then lead to the
customer dissatisfaction, customer trust and loyalty(9).
Besides that, although customer relationship management can make employees
satisfy through this system meets employees’ requirements, in some cases, CRM system
can cause some problems, such as the poor customer relationship management can make
duplicate in data entry or enter unorganized customer information, these can create
unnecessary tasks and make increase high workload, then create complaint from
employees(10). Other words, inferior CRM system can contribute to employees’
dissatisfaction, so bad CRM system can be seen as a problem of company.

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3.2.3. Company policies
Based on the table in 2.1, turnover rate of this company is increase steadily in three
recent years. And regarding to job dissatisfaction, Herzberg describe five factors can build
on job dissatisfaction including company policy, supervision, interpersonal relationships,
working conditions and salary. When these factors be raised, turnover intention will be
increased (11). And in a company apply more IT technology with their own new customer
relationship management (CRM system), the policies have been changed in a short time
to catch up with feedback from internal and external customers. CRM sometimes requires
employees to do new working action that they have ever tried before. In some cases,
company train them but employees can not aware, or in other cases, the company
recognize these employees are not suitable for this work. Other words, CRM may requires
organizations change in their recruitment policies to archive success(10).
Moreover, besides the policies related to recruitment, CRM system requires
combination of people, processes and technology to find out the insight of customers,
focus on customers retention and growth in customers relationship (12). CRM system
related to customer orientation. A sustainable CRM strategy implementation need the
training program mandatory about customer loyalty for all staffs (13). So, in order to
supply high quality service and get customers satisfaction, employees are managed by
many key performances indicators (KPIs) as if they were “standard” , but they are not
based on studies or experienced evidence (14) . So, inconsistent KPIs can create
employees dissatisfactions because of high pressure in work or low performance base on
these KPIs. And the job dissatisfaction is actually one of the factors dragging on turnover
rate in organization as well.
To determine the main problem to prioritize to solve, perspectives from managers
and employees are supported as following:

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3.2.4. Managers’ perspective
Mr. Nguyen Ba Huan, general director of Nhi Long JSC has given that focusing
development relationship management is the most important issue. When having a strong
system with loyalty customers, sales employees will gain more opportunities to get higher
revenues and have better performances as well, so it can support to decrease the turnover
rate directly in sales department. Besides that, when company have a good system of
CRM, customers will have more satisfaction and company may get more profit by higher
volume products are sold. With better finance, company can invest in sales benefits and
create employees satisfaction. Moreover, through better CRM system, the technology will
be improved and minimize wrong operations in systems, that will make decreased in sales
dissatisfaction. A company has a good customers relationship management, of course,
will have an effective communication with their client, and it will minimize unanswered
calls from customers.
3.2.5. Employees’ perspective
Sales employees – who are directly related to all symptoms, give the about there
recognitions when they are working in Nhi Long company. Ms. Thao, she is working in
sales department in HCM, believes that if company has a good relationship management
system, especially CRM internal software, she will save time in processing of collection
information from system to make weekly report, and helping her in avoiding high
pressure when using system. Plus, Mr. Huy and Mr. Dat, new sales employees also stated
that they agree with the purpose of focusing in customers , however, if company have
better CRM system, other better methods to contact with customers will be implemented,
customers will accept calls from sales employees . From them, customers will get more
satisfaction and high pressure in work of sales people will be decreased.

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Through theories and in-depth interviews with managers and employees, poor customers’
relationship management system is considered as the central problem effect Nhi Long
Company at this time.

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Poor
Customer
Relationship
Management
System
(CRM)
Lack of
system
integration
Entry data
duplication
High
workload
Increased in
dissatisfied
responses from
sales employees
Job
dissatisfaction
Turnover rate
increase
High stress
pressure
Inconsistent
KPIs
Company
policies
Unorganized
customer
information
Take time to
pull out right
information
Low
performance
Lack of
sales skill
Ineffective
communication
with customers
Customer
dissatisfaction
Increased in
unanswered
call from
customers
SYMPTOMS
Diagram 1 : Initial Cause-Effect map of Nhi Long Company

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3.3. The importance of main problem
According to J Dyche (15), customer relationship management system (CRM system)
requires company understand how to improve customers’ relationship and enterprise
practices through whole program with a lot of processes and organization changes, CRM
technology and customers data are considered as parts of this program, with superior
customer relationship make a company differentiation itself. And in business-to-business
(B2B) field, it is considered that an important aim is optimization the relationship between
company and customers. Top managers also agree CRM is a critical factor to business
success, so if CRM system is inferior, company will not have sustainable development.
Moreover, there will cause the poor relationship between customers and company, it will
make customers ignore company and do not buy products. In other aspect, in the situation
of worse customer relationship, the cost for rebuild this relationship is costly. So, it will
impact directly to profit of company.
According to theories and perspective in organization, customers choose to unanswered
call from sales man is one of behaviors of customers when they dissatisfy about something
from company. It also stemmed from sales man lacking communication skills or from
company’s management system. In details, sales employees of Nhi Long Company depend
mainly on company management activities when most of situation handling and answer to
customers are trained and requires follow regulatory compliance. Besides that, these sales
members who contact with current customers have a certain level of communication skills,
and they also can contact with customers in a certain of time until last quarter in 2018. And
the application for sending automatically so many messages or call from company CRM
system is not a good method for supporting sales employees in customers retention. It is
difficult to see the lack of sales skills is a main problem for this organization. In other
aspect, CRM system of organization can impact directly on customer’s satisfaction when it
focus on customers, and sending automatically to all current customers. With the data are
imported by employees, and organized subjective to organization, this CRM system can
contains something wrong data or inconsequential organized data. Plus, when applying the

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method of sending the same contain information with a same programmed style, it cannot
reflect the different distinct style of each sales employee, or it also cannot make customers
satisfy when they not meet their requirements as well. With problem from the CRM
system, company also can make sales man dissatisfy and lead to they cannot communicate
effectively with their current customers. To be more in details related to CRM system
limitations, sales employees can suffer high workload because of data duplication or
unorganized data as employee comments and theory findings. It also make sales staff get
more difficulties in meet KPIs requirements. All are led to employee dissatisfaction,
customer’s satisfaction and increase in turnover rate.
A good CRM system can support so many jobs for sales employees, however, the bad
one will be contrasted. It will make employee feel boring and do not believe in
organization and their capacity. And they can choose to quit their job. This will impact
indirectly to the profit of a company when turnover rate costly and productivity decreased.
To sum up, the poor CRM system is an important and main problem of a company, this
problem should be solve as soon as possible to maintain customers and employees.
4. Causes Validation
4.1. Potential causes exploration
Based on literature reviews and information are analyzed in previous parts, some
potential causes of main problem are explored as below:
4.1.1. Ineffective training program
It is the fact that, one of main sources to have competitive advantage today is customer
relationship, and employees play an important role to contribute good relationship with
customers, having customer intimacy through providing good customer’s services.
Training program for employees to help them to understand and use CRM system is the
best way when working together is a factor in success of CRM implementation. Ineffective

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training program can cause poor CRM system when it can make employees do not know
clearly about the meaning of some CRM activities. Employees can dissatisfy about their
job because of their own misunderstand. In addition, quality and quantity data is a factor
contribute to support or barrier for a CRM system. Almost data entry to system is made by
employees, and if employees are trained unclearly, data problems may happen and create
CRM system mistake(16). Consequently, inefficient training program can cause poor CRM
system.
4.1.2. CRM tool function limitation
Lack of measuring key customers performance can make organization get difficulties to
provide best services or products for all customers. Moreover, customer relationship
management focuses on customer orientation, so an important thing that company need to
make attention is understand customer requirements before implementing a CRM system.
Undoubtedly, customers with different segments can have different insights and
expectations. If company is not clear on evaluating customers, organizations cannot
understand customer needs and it can create customer dissatisfactions. In contrast,
understand distinct characteristic of each customers segments can support company have
good approach to. Besides, some studies findings showed that customer dissatisfaction
related to customer retention and customer retention impact on business profitability(16).
Other aspect of customer segment measurement is it impact on key performance
indicators (KPIs). Measuring unnecessary things is considered worst activities itself and
waste of company resources. KPIs is one of decisions for measuring effectiveness of CRM
implementation. So, many organizations need to build a system of standard measurement
with appropriate KPIs.
Consequently, CRM functional tool limitation about classify target customers can be a
cause of a poor customer relationship management system.

24
4.1.3. Functional managers cooperation limitation
CRM need a cross-functional activities between different departments to ensure create
value to company customers. However, in some cases, customer relationship management
implementation influence favors of some departments, so these managers become reluctant
and unwilling to cooperate with other departments in CRM activities. And when people
who do not want to do some things, it is difficult to have a good result from their activities.
Top managers like director, CEO, or CRM managers need to transform clearly about
benefits of whole organization for these manages aware of meaning CRM activities.
In others words, cooperation between functional managers can be a cause of poor CRM
system implementation in organization.

25
Poor
Customer
Relationship
Management
System
(CRM)
Entry data
duplication
High
workload
Increased in
dissatisfied
responses from
sales employees
Job
dissatisfaction
Turnover rate
increase
Inconsistent
KPIs
Take time to
pull out right
information
Ineffective
communication
with customers
Customer
dissatisfaction
Increased in
unanswered
call from
customers
Ineffective
training
program
CRM tool
functional
limitation
Functional
managers’
cooperation
limitation
SYMPTOMS
CAUSES
Diagram 2: Updated Cause-Effect map of Nhi Long Company

26
4.2. Validating causes
Based on using depth interviews method, employees believe that training program is
important to improve customer relationship as well as decrease high workload in current
situation. To be more details, Ms. Truc says she has to face with five KPIs daily, monthly
and yearly, all KPIs company assigned for sales is difficult to achieve at the same time as
requirements, although company also have training documents to guide some ways for
sales employees. The training system contains so much information from all departments
that she does need. It make she gets difficult to find out the necessary information. And,
when company changes methods of contacting with customers, the training programs need
to change to suitable for new situations. It will help in improving communication between
customers and employees.
According to Mr. Dat, he claims that company manages information and activities via
internal system. And company training system for sales employees is a mess with new
information that are not approved for application, information that has been applying, and
unnecessary information for sales. It can make new sales confuse information when they
contact with customers, leading to the customer dissatisfaction. In term of training
program, Ms. Thao shows that there are so many information in online training system that
she misunderstand after reading, but she does not recognized her misunderstand until she
gets mistakes involved in. For example, when make a new order purchase for her
customers in case of using coupon, she used to discount directly in the field of discount in
system and take note below in the purchase with coupon number, however, the right way to
enter orders with coupon required employees to enter coupon verify and fulfil coupon code
to a coupon field before, this misunderstand and wrong way to make orders occurs during 3
months and make company get difficulties to collect all orders that using coupons from
system. And she shares that she lack of confidence when just be trained mainly via an
internal website.

27
Besides ineffectiveness of training program, limitation in functional tool in CRM
system is an important cause of poor customer relationship management. Mr. Cuong,
manager of sales, shows that company still uses the same way to treat all current
customers, the different communication is mainly based on sales employees and sales
managers of each sales team. And because CRM tools of company does not have function
for employees to take note different groups of customers, and company has also not
segmented customers in different group, they applied the same method to contact with all
customers, they send all message with the same contain to all customers,…all these
activities together with so many calls from sales people, make a lot of customers dissatisfy
because customers feel annoyed and they do not want to hear phone calling from sales
employees then.
In employees’ perspective, Ms. Thao stated that company wants to manage customer
relationship via system, company want to focus on customer satisfaction well, but company
does not to recognize some complaint from sales such as data duplication or high workload
due to collect unorganized information from system. Although when a duplication was
found, one account are hold, and others duplicated accounts are deleted, it exist a lot of
duplicated data that has not still found. Plus, company does not have the parts of segment
customers in their CRM system, so when they send email marketing or send message to
customer’s phone, customer who have more accounts in system will receive so many
email, messages and phone from company. Customers will not understand the reason why,
and therefore they strongly dissatisfy and even block sales contact.
Finally, based on information from depth interviews and above analyzations, true main
causes of problem are ineffective training program and limitations of functional tool in
CRM system.
The final cause-effect map will be displayed as following:

28
Diagram 3: Final Cause-Effect map of Nhi Long Company
5. Alternative Solutions
Based on diagram 3- Final Cause-Effect map of Nhi Long Company, it is necessary
to discuss about solutions for two real causes to solve the problem of poor customers
relationship management. Plus, in order to have alternative solutions, the method is based
on some studies and actual situation of Nhi Long Company.
5.1Alternative solution A: deal with first main cause -Ineffective training program
For solving real cause of ineffective training program about using CRM system, some
solutions are recognized as following:
 Solution 1: Developing a new training program suitable for demands of sales
employees in current situation. Company will have some meetings with sales to collect
ideas and demands from sales about what skills that they need related to their job. Plus,
Ineffective
training
program
CRM tool
functional
limitation
Unstainable
development
Worse customer
relationship
Affect negatively
on human
resources
Poor
Customer
Relationship
Management
System
SYMPTOMS
CONSEQUENCES
VALIDATED
PROBLEM
TRUE MAIN
CAUSES

29
sales also share their own experience about their work. Based on information from sales,
top managers will improve current training sales programs.
 Solution 2: Establish a human resource department. Company will hire people who
have skills in human resources to open a new HR department, and this one will create a
better training program as well as implement these programs professionally than current
ones.
 Solution 3: Hiring an expert in Human resources field. Company will find and
cooperate with experts to train sales persons. Besides, these experts will share the
experience for training sales people effectively.
The benefits and costs when applying the above solutions as below:
 Benefits:
 Improving required skills for sales team, and maintain good relationship with
customers
 Improving the performance of sales
 Assisting on decreasing the turnover rate in sales department
 Support for implementation a sales plan
 Contributing on sustainable development of a company
 Estimated costs (VND):
No. Cost description Solution 1
(VND/Person)
Solution 2
(VND/Person)
Solution 3
(VND/Person)
1 Allowances 150,000 0 150,000
2 Facilities 0 230,000 615,000
3 Expert 0 0 3,850,000
4 Hiring HR employees 0 3,500,000 0
5 Others 100,000 1,500,000 895,000
Total 250,000 5,230,000 5,510,000
Table explanation:
1. Allowances: the cost company has to pay for each employee joint in training
program
2. Facilities: the cost for depreciation assets ( if having)

30
3. Expert: the cost for hiring an expert to set up a training program for sales
department in 8 days.
4. Hiring HR employees: including salary, allowances, and other benefits for HR
employees when company set up a new HR department with 2 employees.
5. Others: is other costs causing over budget for each solution (including stationery,
working, staying…) these costs depend on actual condition of company via
detail budget and do not be over cost.
Review three solutions:
No. Solution 1 Solution 2 Solution 3
1 Saving cost Medium cost Highest cost
2 Enhance the spirit of
cooperation among sales
team
Having functional department
in HR field and contribute to
sustainable development of
company.
Professional training
program
3 Understand clearly the
actual issues cause in
company
Build professionally and
assign effectively the task for
each department, via having
functional department in HR
field and contribute to
sustainable development of
company.
Do not need much
time to conduct
4 Improve training program
for sales employees
suitable for actual situation
in company
Ensure the job of training
employees usual
Can evaluate exactly
the effectiveness after
training, as well as
the capabilities of
current sales person.
5 Clearly about employee
demand of training.
Build benefits policies in
sustainable way for
employees.
Because of higher
cost, company cannot
organize usually and
company also takes
time to joint this
training program.
Therefore, the
knowledge of sales
man more and more
different, such as
fresh sales man and

31
sales man with two
years working in
company.
6 Can solve more work such as:
allowances policies,
assurance, special event of
employees to enhance their
spirit healthy and then get the
cooperation with company in
long time with better
effectiveness in working.
Selected solution:
Among three alternative solutions, the first solution is lowest cost, however its risks
is higher. The risk comes from when employees sharing experiences of their ideas in
meetings, they can discuss irrelevant with initial purpose of a meeting. Collection ideas and
experience from sales and then create an effective training program can take so much time
for managers and sales executives. In these meeting, leaders require high skills and high
responsibility to control discussion to get the necessary information.
In second solution, although cost is higher to compare with first solution, the second
solution can assist more tasks for company through their function jobs, training program
for sales team can be organized monthly or suitable time based on strategy of company.
Besides, with this solution, HR team can create and Support Company in HR activities
such as make plan for human resources suitable for company strategy. From this plan, HR
department will hire sales man, training, or even involved in firing employees. And these
activities will be conducted in more professional way and more effectiveness than two rest
ones.
Solution 3:
It have been seen that solution 3 can be conduct instantly and can get faster
effectiveness in training program for sales at that time. However, related to the cost, it is
highest to compare with other two solutions. Plus, the risks of this solution also highest,

32
and unsuitable with the cost that company invests in. In details, the job of hiring an expert
require company has experience and its budget. Company need to find information about
experts in sales field and chose the best one for company current situation, and then review
his plan of training program before expert train for sales team. Besides that, the budget for
this situation is also over initial budget. Lastly, with difficulty of implementation, takes
much time and highest cost, the organization of solution 3 cannot occur usually and with
all sales members.
Finally, solution 2 is chosen because its cost is acceptable, effectiveness and
benefits of this solution is related to long term solutions, and then potential in solving the
main cause of problem about create more effective training program for sales team.
Effectiveness of this solutions can be evaluated by KPI systems for HR department. One of
important benefits of solution 2 is HR team can assist in building other activities for
company such as: evaluation employees capacities, improving KPI for employees,
enhancing cooperation between employees, decrease turnover rate,…So, company will
solve the main problems and can develop in sustainable way.
(17)
5.2Alternative solution B: deal with second main cause- CRM tool functional
limitation
In order to solve one of real causes that lead to problem of poor CRM system, based on
real cause of lack of functional tool of CRM online system to classify customers, we have
two alternative solutions to choose as following:
 Solution 1: Company should set up a meeting with marketing team to review and
sort customers into different groups. Marketing will sent an email to customers to collect
more information about customers with characteristic that marketing team need to classify
customers. And then company will requests IT team to create new rule in online system to
arrange current customers into each different groups automatically. And then company will
reorganize three sales group, each sales group will hold specific type of customers.
Moreover, all new customers who contact positively into company, will be sorted in the

33
first contact by sales managers and assign for sales people after that. So, IT team also need
to create new line displayed on CRM online system for sales managers in order to support
them to classify new customers when they add new accounts into this system before assign
them to sales people.
 Solution 2: Company requests sales department to range their current customers that
they hold on in CRM online system into different groups by themselves. IT team is
requested to create and design new function about kind of customers on each sales account
in CRM online system. Plus, IT team also make a new function for sales department about
filter customers group to help sales people can view each group of customers that they take
care and conduct each sales campaign. For new customers that sales people add, sales
employees are requested to classify customer in the first stage that they contact.
 Benefits:
Solution 1:
 Can arrange current customers in specific group in a short time by apply information
technology and incentives for customers.
 Can have exact customer data on CRM online system after apply this solution
 Ability to add more criteria on customer evaluation
 Easier to make and conduct actions of take care current customers by specific sales
campaign for each sales group.
 Can see whole picture about customer structure that company are working
 Classify new customers in the first stage on specific class
 Specialization in training specific sales team in near future
 Improve customer relationship with current customers.
Solution 2:
 Ability to add more criteria on customer evaluation
 Improve process to make decision for take care of current customers
 Can see whole picture about customer structure that company are working
 Classify new customers in the first stage on specific class
 Easier conduct a plan for each customers segment

34
 Having more initiative to complete task of classify current customers
 Sales employees are supported to manage customer relationship better by more
support action from company.
 Improve customer relationship with current customers.
 Estimated cost:
No. Cost description Solution 1
(VND)
Solution 2
(VND)
1 IT system development fee 5,000,000 0
2 Deployment fee 4,000,000 1,500,000
3 Customer notification 0 6,000,000
4 Allowance for sales employees 0 8,000,000
5 Incentive fee for customers 60,000,000 0
Total 69,000,000 15,500,000
Evaluations of two solutions:
Above two solutions are proposed to solve the problem of lack of functional tool in
online CRM system of company. Two of them are all support for company to classify
current thousands of customers, and available for sales department in sort their direct
customers. When customers are arranged in specific groups, the company will get more
advantages in improve customer’s relationship. With different target customers group,
company can be easier in developing and deploying a sales campaign, or marketing
campaign.
By the first solution, company can save time by applying information technology in
most of step and using incentives as a tool to update customer’s information- a data for IT
team bases on to sort in CRM online system. Employees, especially sales employees, do
not need to joint in updating customers information to sort all current customers, all
required information that IT team use for classifying target customers are made by
customers. And IT team just used a code to complete task of sorting. While, by second
solution, sales employees have to classify all current customers that they are holding. This
job will take a lot of time (at least 4 days to do).
On the other hand, the total cost for implementing solution 1 is much higher near four
times the cost of solution 2. And the main cost of solution 1 is stemmed from incentives to

35
encourage customer’s answers and send results to this company. While this fee in solution
2 is zero. In solution 2, company pays for allowances to sales department, contact fee with
customers and deployment fee.
Finally, with current situation when sales person are not too much work as in the stage
of year end stage. Plus, sales people also have KPI about contact with all customers that
they are holding. Company can apply solution 2 to save money and this solution also can
be seen as a reason for sales staff to contact with their customers. And with this solution,
sales employees can still take care of their customers instead of return a group of customers
that they are holding on in solution 1.

36
6. Action plan
Based on actual findings and two solutions need to implement, company should make action plan in details as following:
 Solution A: for dealing with first true main cause- ineffective training program for employees about CRM online
systems.
Item What Who When Where Estimated
cost
Evaluation
1.HR
department
room building
Company has to buy
infrastructure for HR
department, including 2
computers, 2 furniture,
landline phone system for
2 person, stationery
Admin From 01/07/2019
to 07/07/2019
5th
floor at
head office
11,500,000 Make sure that all device
and furniture are ready for
new employees using.
2. HR job
descriptions
Director and vice director
discuss and complete job
description for each
employees of HR
department. Job
description are including
introduction about HR
job, responsibility, job
requirements, KPI,
policies, salary and
benefits for HR staff and
HR team leader.
BOD From 01/07/2019
to 10/07/2019
At meeting
room
500,000 Make sure that job
descriptions sheet are
clearly
Two of HR jobs are fit
with company vision at
this time.
3. Recruitment
posting
Admin will contact with
recruitment company
such as jobstreet, CB,
Admin, CEO From 11/07/2019
to 11/08/2019
Online
website
15,000,000 Based on standard of each
candidate to choose:
attitude, capacity,

37
Vietnam works…to post
job description and filter
available candidate from
data of these company.
Then CEO will interview
candidates who have
invitations from company.
CEO will decide which
candidates are accepted
for two HR positions.
and head
office
expected salary,
experience, skills,
commitment
4.HR
department
opening
Company will promulgate
about establishment new
HR department to all
company.
Admin will support
related work in office
according to procedure in
setting up new HR
department
CEO, admin From 12/08/2019
to 14/08/2019
At head
office and
HR
department
location
500,000 Information are updated
by all employees
Good preparation for well
come new HR employees
in the first day of
working.

38
 Solution B: for dealing with second true main cause – lack of functional tool on CRM online system.
Item What Who When Where Estimated
cost
Evaluation
1.Target
customers
identification
Company sets up a
meeting to discuss
and describe specific
target customers
BOD,
marketing
manager,
Sales
managers.
From 01/07/2019
to 02/07/2019
Meeting
room in 5th
floor at
head office
500,000 Clear description about
characteristic of each
specific target customer
group
2. New
functional tool
creation on
online CRM
system
Create a new
functional button on
CRM system for
sales person to
classify their
customers.
Customers are
ranged by three
specific groups
based on result of
step 1.
Information
technology
team
From 05/07/2019
to 05/08/2019
at IT room
at office
0 Check the stability
feature of new tool to
sample customers’
accounts, to make sure
that this new functional
are ready for using to all
customers.
3. Training of
new functional
tool on system
for sales
department.
Company sets up
meetings for sales
and IT team with the
purpose of transmit
knowledge about
new tool, including
what is new
functional button, its
meaning, and
guiding sales
persons about how
IT team, sales
departments
From 05/08/2019
to 20/08/2019
At meeting
room in 5th
floor in
company
500,000 Test sales man about
knowledge of new
functional tool, all sales
person have to
understand and have
knowledge how to use
new tool.
Based on interview sales
opinion, evaluate and
make sure that new
functional buttons are

39
to use this tool to
support for their
work.
simple and easy for sales
employees to use.
4. Specific
target customers
group review
Company set up an
meeting to train
sales department
about definition of
specific customers
group that company
are based on result in
step one. And then
company will train
sales man about how
to evaluate a
customers to classify
them on right group.
Sales
departments,
marketing
manager
From 21/08/2019
to 30/08/2019
At meeting
room in 5th
floor at
company
office
500,000 Test sales representatives
about information of
each customers group
that they are trained.
Make sure that all sales
man can understand
target customers groups
and know how to define
and classify each type of
target customers.
5. New sales
campaign
implementation
Company create a
new campaign for
sales department, in
which each sales
have to complete
their customer
classification. This
task are conducted
on online CRM
system by sales man.
BOD and sales
managers have
rewards for sale
person who has best
performance.
BOD, sales
managers, IT
team, all sales
representatives
From 01/09/2019
to 12/09/2019
At sales
department
room at
office
14,000,000 Following up and
support each sales man’
performance to complete
this task in the best way:
right way and on time.
All current customers are
classified to each specific
group.
All new customers are
classified by new
functional tool on online
CRM system.

40
IT team will create
new KPI to measure
sales man
performance on this
campaign for all
related people to
following up.

41
7. Supporting Information
7.1. Interview method guideline
1. What is an in-depth interview?
In essence: unnecessary (respondents are free to respond within the boundaries of
the topic of concern). It is a qualitative data collection that provides an opportunity to
gather rich dates, describe people's behavior, attitudes and perceptions, and to open up
complex processes.
The interviewer must have high skills to interview as effectively as desired and
avoid loss of research data.
2. How to develop an interview guide for the interview?
The point of a qualitative interview is to let the respondent tell their own story on their
own terms.
A. Considering the relationships between interviewers and interviewees
First, researchers need to identify the members of populations who can provide rich,
descriptive accounts of the topic of exploration. Clearly, if interviews are going to be a
primary method in an investigation, it will be important to identify people who (1) can
provide in-depth descriptions about the topic; and (2) are willing to take the time to talk to
a researcher about topic
1. Selecting an interview format
Second, methodological literature on qualitative interview abounds with a myriad of
terminology to describe different interview forms, including unstructured and semi-
structured interviews, in addition to theoretical conceptualizations of interviews.
So you have to focus on the specifics of formulating interview questions.
2. Developing interview questions

42
Questions might be formulated to generate accounts related to an interviewee’s past,
current, and future.
Guidelines for Developing Interview Questions
 Questions should be simple. Do not ask more than one question at a time.
 The best questions are those which elicit the longest answers from the respondent.
Do not ask questions that can be answered with one word.
 Don’t ask questions that require your respondents to do your analysis for you. This
is YOUR job.
 Likewise, do not ask for hearsay or opinions on behalf of the group they are a part
of “What do people around here think of x?” You rarely get anything interesting.
 Don’t be afraid to ask embarrassing questions. If you don’t ask, they won’t tell.
 Types of questions or other interview talk:
 Direct questions: ‘Do you find it easy to keep smiling when serving
customers?’; ‘Are you happy with the way you and your husband decide how
money should be spent?’ Such questions are perhaps best left until towards the end
of the interview, in order not to influence the direction of the interview too much.
 Indirect questions: ‘What do most people round here think of the ways that
management treats its staff?’ perhaps followed up by ‘Is that the way you feel too?’
in order to get at the individual’s own view.
 Structuring questions: ‘I would now like to move on to a different topic’.
Follow-up questions: getting the interviewee to elaborate his/her answer, such as
‘could you say some more about that?’; ‘What do you mean by that . . .?’ o Probing
questions: following up what has been said through direct questioning.
 Specifying questions: ‘What did you do then?’; ‘How did X react to what you
said?’
 Interpreting questions: ‘Do you mean that your leadership role has had to
change from one of encouraging others to a more directive one?’; ‘Is it fair to say

43
that what you are suggesting is that you don’t mind being friendly towards
customers most of the time, but when they are unpleasant or demanding you find it
more difficult?’
 Step by step developing interview questions:
1. Write down the larger research questions of the study. Outline the broad areas of
knowledge that are relevant to answering these questions.
2. Develop questions within each of these major areas, shaping them to fit particular
kinds of respondents. The goal here is to tap into their experiences and expertise.
3. Adjust the language of the interview according to the respondent (child,
professional, etc.).
4. Take care to word questions so that respondents are motivated to answer as
completely and honestly as possible.
5. Ask “how” questions rather than “why” questions to get stories of process rather
than acceptable “accounts” of behavior. “How did you come to join this group . . .?”
6. Develop probes that will elicit more detailed and elaborate responses to key
questions. The more detail, the better!
7. Begin the interview with a “warm-up” question—something that the respondent can
answer easily and at some length (though not too long). It doesn’t have to pertain
directly to what you are trying to find out (although it might), but this initial rapport-
building will put you more at ease with one another and thus will make the rest of
the interview flow more smoothly.
8. Think about the logical flow of the interview. What topics should come first? What
follows more or less “naturally”? This may take some adjustment after several
interviews.
9. Difficult or potentially embarrassing questions should be asked toward the end of
the interview, when rapport has been established.

44
The last question should provide some closure for the interview, and leave the
respondent feeling empowered, listened to, or otherwise glad that they talked to you.
7.2. Transcript summarize
No. Questions and Answer Findings Category
1 Questions: What do you think about the increase
unanswered call from customers? What are potential
problems company is facing to?
Answers:
Mr. Huan (general director): based on statistic from
internal call center system, the number of customers are
not willing to receive the call increase steadily from
21.73% to 31.11% in three months, and they are the
highest rate until now. When interior industry now
changes daily, sales man have to upgrade their skills to
meet requirements of customers such as
communication skill, presentation skill, persuasive
skill…And in this case, maybe sales man lack of some
needed skills for calling to customers. If sales staffs
had good communication skill, they can get customers’
satisfaction and they can contact with their customers
anytime.
Ms. Khuyen (sales manager): there are some points can
be recognized …and one of them is the lack of sales
skills when they call to customers, it’s also called
employed skill. So, customers feel boring when talking
with sales via phone.
Ms. Mơ (Sales representative): in my own view,
customers do not want to answer my call that because
company send messages and set KPI for calling to
customers is so much. Each customer will received at
least 2 messages monthly automatically from CRM
system of Nhi Long. Each customers also received at
least a call from sales monthly, although customers
remind me that they do not want to receive my call as
much as I call. Therefore, after several time, customers
feel annoyed when I call to them, an then they do not
want to answer my call.
Sales
representatives
lack of skills
Potential
problems

45
2 Question 2: What do you think about the role of
sales department in this company, and how do you
think about sales employees dissatisfy increasing?
Answers:
Mr. Cuong (sales manager 2): BOD agree that sales
staff play important role in company, especially in this
field. And when talking about sales dissatisfaction, I
think that it related to KPIs on CRM system. Sales
representatives are more and more getting supports
from company such as sales kit, tools, skills training
program…especially the CRM systems. With applying
CRM systems which are always latest updated
regularly, sales will get more benefits from minimize
manual operation, for example create quotation by
excel, or thinking and sending email or message for a
vast of customers, revenue statistic… It is so difficult
for sales to reach the requirements of company that are
measured by KPIs in CRM system.
Ms. Linh (sales representative): I faced to customer
information duplication. It means that, last month I
added some new customers, and other sales people also
add one more new account with the same my customer
but different in number phone and then I lost order
purchases because I did not know about this
duplication. And it is very difficult for me to check,
because company have over 4,000 existent customers
and I do not be permitted in some functional field. The
duplication of so many customers make me waste a lot
of time and efforts to serve these accounts, such as for
each account, I had to send quotation, calling every
month, visiting customers, answer all enquiries, so I
feel that I suffer higher workload but unnecessary.
Mrs.Thao (sale representative): I see CRM system is
not just support me positively, in contrast, it takes a lot
of time to collect necessary information for using to
analyze to make report weekly. For example, on
Saturday morning, I had to check each account of
customer, and for at least 100 customers I had
contacted on this week, to find out which customers
arise quotes, which customers comments to contribute
their work, which ones not concern information sales
man provide…and then analyze and make report. It
Customer
relationship
management
(CRM) online
system is
ineffective.
Potential
problems

46
takes much time because information is located in each
different field in system. This activity are so boring to
do and make me get more unnecessary tasks, while I
had a lot of more necessary tasks to complete.
3 Questions: Can you tell me why you quit this job?
What do you think about this working environment?
Answers:
Ms. Trang (sales representative quit job in Dec.
2018): for me, that because I think this is stressful job
and I cannot catch up so many new policies from
company. I think in order to manage sales staff about
customers interaction in internal systems, company ban
a lot of new policies such as shipping, payment
policies, the content of a call to talk with
customers,…and these policies were updated every
month, this can make me confused strongly when I
tried to remember the latest policies, especially I am
working in B2B field, so when policies changes, I have
to support for all customers to remember new policies,
and edited the contract with customers, while I cared
for over 300 customers in system. More than that, new
policies are accompanied by so many key performance
indicators (KPIs) that applied for sales staff. This make
me suffered high stress pressure and could not be
happy and worry about the current jobs, although my
income is acceptable.
Mr. Lam (sales representative quit job in Oct. 2018): I
have got stress every day when I worked in this job, for
instance, I had to call at least 20 customers daily and
solved any job if having in order to meet one of KPIs
for sales people in a day. Along with this KPI, sales are
required to follow other KPIs of visiting customers.
With this task, all my customer accounts in system are
encouraged to visit at least once a year, and a lot of
mandatory tasks were needed to complete by sales.
With a lot of KPIs that were required to archived, my
performance was lower than I expected and also lower
to compare with other sales man. So, for me, this is a
stressful job with incorrect KPIs.
Mr. Huan (general director): according to sales people
reasons about quit their job, in sales man mail, some
Company
policies change
Potential
problem

47
quit job because they have to work for their family
business, some quit job because they could not catch up
something changes in company. In order to make sure
all customers of company are cared well and customers
have a good relationship with sales people and
company, BOD had to update quickly policies, and of
course the result are measured by new KPIs for sales
staff. But some sales people cannot meet new
requirement.
4 Questions: Could you tell me your opinion about
poor customer relationship management (CRM)
online system can be true main problem in your
company?
Answers:
Mr. Huan (general director): CRM system is the most
important for us to manage project, human staff and
customer relationship. If company has good
relationship with loyalty customers and all related data
are saved on CRM system, sales employees will gain
more opportunities to get higher revenues and have
better performances as well, so it can support to
decrease the turnover rate directly in sales department.
Besides that, when company have a good system of
CRM, customers will have more satisfaction and
company may get more profit by higher volume
products are sold. With better finance, company can
invest in sales benefits and create employees
satisfaction. Moreover, through better CRM system, the
technology will be improved and minimize wrong
operations in systems, that will make decreased in sales
dissatisfaction. A company has a good customers
relationship management, of course, will have an
effective communication with their client, and it will
minimize unanswered calls from customers.
Ms.Thao (sales representatives): from my
perspective, I believes that if company has a good
relationship management system, especially CRM
internal software, I will save time in processing of
collection information from system to make weekly
report, and helping me avoiding high pressure when
using system.
CRM online
system is poor
True
problem

48
Mr. Huy (new sales representative): I agree with the
purpose of focusing on customers, however, if
company have better CRM system, other better
methods to contact with customers will be
implemented, customers will accept calls from sales.
From them, customers will get more satisfaction and
high pressure in work of sales people will be decreased.
5 Questions: Do you think effective training program
cause poor CRM online system?
Answers:
Ms. Truc (sales representative): I believe that I face
with five KPIs daily, monthly and yearly, all KPIs
company assigned for sales is difficult to achieve at the
same time as requirements, although company also
have training documents to guide some ways for sales
employees. The training system contains so much
information from all departments that I do not need. It
make me difficult to find out the necessary information.
And, when company changes methods of contacting
with customers, the training programs need to change
to suitable for new situations. It will help in improving
communication between customers and employees.
Mr.Dat (sales representative): company manages
information and activities via internal system.
Company training system for sales employees is mess
with new information that are not approved for
application and information that has been applying, and
even unnecessary information for sales. It can make
new sales confuse information when they contact with
customers, leading to the customer dissatisfaction.
Ms.Thao (sales representative): some information is
stored in online training system that I misunderstand
after reading, but I do not recognized until I get
mistakes involved in. For example, when make a new
order purchase for customers in case of using coupon, I
used to discount directly in the field of discount in
system and take note below in the purchase with
coupon number, however, the right way to enter orders
with coupon code required employees to enter coupon
verify and fulfil coupon code to a coupon field before,
Ineffective
training program
True cause

49
this misunderstand and wrong way to make orders
occurs during 3 months and make company get
difficulties to collect all orders that using coupons from
system. That also makes me lack of confidence when
just be trained mainly via an internal website.
6 Questions: Do you think lack of functional tool
about classify customers can create poor CRM
system?
Answers:
Mr. Cuong (sales manager 2): at current sales plan,
company still uses the same way to treat all current
customers, and different communication is mainly
based on sales employees and sales managers of each
sales team. And because CRM tools of company does
not have function for employees to take note different
groups of customers, and company has also not
segmented customers in different group, they applied
the same method to contact with all customers, they
send all message with the same contain to all
customers,…all these activities together with so many
calls from sales people, make a lot of customers
dissatisfy because customers feel annoyed and they do
not want to hear phone calling from sales employees
then.
Ms. Thao (sales representative): I think company wants
to manage customer relationship via system, and
company also want to focus on customer satisfaction
well, but company does not to recognize some
complaint from sales such as data duplication or high
workload due to collect unorganized information from
system. Although when a duplication was found, one
account are hold, and others duplicated accounts are
deleted, it exist a lot of duplicated data that has not still
found. Plus, company does not have the parts of
segment customers in their CRM system, so when they
send email marketing or send message to customer’s
phone, customer who have more accounts in system
will receive so many email, messages and phone from
company. Customers will not understand the reason
Lack of classify
customers tool on
CRM system
True cause

50
why, and therefore they strongly dissatisfy and even
block sales contact.
7.3. Formula for calculate turnover rate in organization
Turnover rate in organization can be calculated by the method recommended by SHRM –
the Soiety for Human Resources Management (18). The formula as folowing:
The turnoverate =
𝑇ℎ𝑒 𝑛𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑠𝑎𝑙𝑒𝑠 𝑙𝑒𝑎𝑣𝑒𝑟𝑠 𝑖𝑛 𝑎 𝑦𝑒𝑎𝑟
𝐴𝑣𝑒𝑟𝑎𝑔𝑒 𝑛𝑢𝑚𝑏𝑒𝑟𝑠 𝑜𝑓 𝑠𝑎𝑙𝑒𝑠 𝑒𝑚𝑝𝑙𝑜𝑦𝑒𝑒𝑠 𝑖𝑛 𝑎 𝑦𝑒𝑎𝑟
𝑋 100
7.4. Data in sales department of Nhi Long JSC in 2016 to 2018
Year 2016 Year 2017 Year 2018
Number of sales members
quit job
2 5 8
Number of sales employees working
2016
(at
beginning)
2016
(at the end
of year)
2017
(at
beginning)
2017
(at the end
of year)
2018
(at
beginning)
2018
(at the end
of year)
Number of sales 4 6 6 13 13 12
Average number of sales 5 9.5 12.5
Turnover rate of sales employees
Year Year 2016 Year 2017 Year 2018
Turnover rate (%) 40 52.63 64

51
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52
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12. Chen IJ, Popovich K. Understanding customer relationship management (CRM)
People, process and technology. Business process management journal. 2003;9(5):672-88.
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Sciences. 2008;6(2):268-76.
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