This document discusses issues related to implementing a customer relationship management (CRM) system. It outlines several common issues organizations face: improper budgeting that focuses more on attracting new customers than retaining existing ones; ineffective analysis of why customers defect; using improper technology that does not integrate well or scale effectively. Other challenges include getting user acceptance of new systems, maintaining service levels during transition, and designing effective workflows, knowledge sharing and loyalty programs to improve customer retention. The conclusion emphasizes that CRM implementation requires building capabilities within the organization to relate to and retain valuable customers, not just implementing a new system.

1. “Think fresh, deliver more”Issues of Implementing CRMPresented To:- Presented By :-Prof. Anurag S. YadavGroup No. 5 (Section C)

2. Flow of the presentationWhat is CRMCRM Business CycleIssues & implementationIssues faced during implementationMajor issues during implementationImproper budgeting while attracting & retaining customer

3. Improper analysis of customer defections

4. Improper technology

5. Ineffective loyalty program

6. Retention Program What is CRM?CRM is the connection between organization (the Government) and customer (Citizens) during which value is extracted from the customer by delivering value to the customer.

7. CRM Business CycleProblems faced and reasons for implementation

8. Issues & ImplementationIssues and solutions, always go hand in handA simple thing comes to my mind: How?

9. CRM implementing issuesOrder Mgmt

10. Configuration Mgmt

11. Demand PlanningHow will thisprocess work?Engineering

12. Manufacturing

13. Finance

14. I/T

15. Sales

16. Field sales offices

17. Customers

18. Mfg sites

19. SuppliersWho willenable thisprocess?Where willthis processtake place?Business ProcessPost2002Difficultto SolveQualitativeIssuesOrganizationLocationDataQuantitativeISSUESEasier to SolveApplicationPre2002Whatsystems willenable thisprocess?Whatinformationwill enablethis process?ERP

20. Legacy app’s

21. Office Automation toolsTechnologyOrders

22. Customers

23. Payment

24. Hardware

25. Software

26. O/S

27. Networks (LAN/WAN)What computersand equipmentwill enable thisprocess?

28. Issues faced During implementationProblem getting user community (employees) to accept itUsers forced to work harder to create processes and re-engineer systems around the new implementationCRM Training for all related employeesEven best in class products are known to fail because of poor training

29. Issues faced During implementationMaintaining the service levels at the same time enabling transition to CRM implementation.Had to design a proper workflow automationFacilitation of knowledge sharing.

30. Major issues During implementationThou shalt perfect the art of perfection

31. improper Budgeting while Attracting & Retaining customerMore 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.

32. improper Analysis of Customer interpretationAnalyzing customer defection is to define what a ‘defection’ is.To identify the ‘core’ customers of the firmTo get the root cause of the problem, i.e. customer defections.To develop a action plan based on the results of the defector interviews.

33. improper TechnologyFunctionalityFlexibility in incorporating changesCustomizationScalabilityFit with existing architectureFit with global best practiceUpgradabilityCommercial impactDegree of integration

34. ineffective Loyalty programCustomer loyalty was a major concern.Customer loyalty and reward programs are followed by firm Resist efforts of competitors to attract the loyal customerA customer’s loyalty creates value for the firm.

35. Retention programCustomer retention is increasingly becoming more & more important as firms understand the value of a loyal customer.Customer portfolio analysisReorganization for Customer Retention

36. ConclusionLets talk global

37. ConclusionsLose 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.

38. CRM implementation Summary

39. Thank you for your attention