Marketing Automation Target the best customers, manage marketing campaigns, generate quality leads.Sales Automation Support the selling process from lead qualification to closing the business.Customer support Automation Resolve customer issues after the sale responsively and professionally.Product Catalogue and configuration automation Automate product configuration, catalogues generation and online sales.
CRM is only a tool and the substance of personal selling still resides with salespeople
Corrective mechanism that guides user to optimally use the technology
EFFECT OF TECHNOLOGY ONSALES PERFORMANCE Done by: Luo Jia
BACKGROUNDProvides a process flow of The technology that is how assessed in this article isit comes about the negation CRM - customer of relationship management.past technology a assessmentmodel to the acceptance ofthe current model. Provides a strategic direction – achieving and maintaining a particular level of technology usage to optimize prime task
CRM TECHNOLOGY• Customer Relationship Management system• Internet capabilities that help an enterprise manage customer relationships in an organized and automated way Marketing Automation Sales Automation Customer Support Automation Product Catalogue & Configuration Automation
ADOPTION RESEARCH Factors to consider BEFORE installment • Friendly graphical interfaces • Start up costs in implementing CRM System and training employees “It is assumed that increased utilization is a desirable behavior and implies better performance”
LIMITATION• Overutilization Over reliance of CRM At the expense of other sales tasks that may have a greater effect on performance• Underutilization Underestimate the effectiveness of CRM Reducing the possibilities of automation
TECHNOLOGY PERFORMANCE USAGE MODELFactors to consider AFTER installment• Degree of technology usage• Technology performance diminishing return A need to balance use of any resource with its marginal productivity A guide for salesperson to optimize usage of CRM
LIMITATION Neglect the effect of individual technology expertise on the performance and usage relationship
DILEMMA ON MANAGERIAL IMPLICATION • Confidential monitoring of technology use VS privacy concerns of their users. • Open policy tracking VS closed policy tracking
ARTICLE RATING The article recognizes the objective of maximizing return in technology investment Provides a strategic direction – achieving and maintaining a particular level of technology usage to optimize prime task performance • Vague description of CRM system and how it is used by salesperson
FOOD FOR THOUGHTS Marginal productivity 1. In the case of the huge internet resource pool, is it justifiable to say that we can totally rely on the information provided on the web without any User variations personal experience? 2. Does everyone have the same benefits from the mass information online?