Customer Relationship Management is a new techniques helps the business people to build the long term relationship among the customers

1. CRM CULTURE
Dr.P.MAHESWARI
SRM Institute of Science and Technology
Department of Commerce

2. What is Customer Relationship Management
(CRM)?
◦ 1 CRM can be considered as a business strategy that aims at generating value to the key targeted customer
◦ and developing long-term mutually beneficial relationships with customers
◦ by integrating customer-related information and knowledge from internal and external sources , 2009) and by diffusing this
knowledge to the appropriate stakeholders using information technology (Boulding et al., 2005; Stein and Smith, 2009). CRM is
frequently a central element of the knowledge management function of the organization (Stein and Smith, 2009) that requires
a redesign of the organization and its processes

3. The S-H-O-C-K Approach to Bring CRM Culture
◦ Shocking your organization;
◦ Helping them understand;
o Optimizing Implementation;
o Capitalizing on your Strengths and
o Keeping on reinforcing the new attitudes.

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5. Shock Your Organization to Bring Culture of CRM
◦ “Enough is enough folks! We better become CRM centric now or become irrelevant”. Yes, this attitude is required in the very
first step as you start to face negative attitude from your people. There is always little motivation on the part of employees.
Legendary Behavioral Psychologist, B.F. Skinner proposed this approach in the 20th century and it’s still used by leading
organizations to tackle lethargic employees who despise change.
◦ Unless you disrupt the existing ways, people would be most resistive to bringing CRM culture change. Disrupt the processes first
and then let them settle in with a new CRM centric approach.
◦ Many experts on the topic go to the limit of proposing major lay-offs and disrupting even the daily workflows to bring change. I
sincerely hope that this does not become the case in your company and for that reason, we move to the second way to bring
change in CRM culture.

6. Help Them Understand CRM Culture and Its Benefits
◦ All of us are afraid of the dark! Ever wonder why? Psychological trends consistently reveal that people will always resist things
that they cannot grasp. Similarly, your employees will always resist the new culture as long as they do not understand it.
◦ Clinical records consistently show that ‘role models’ is a decisive factor in the triumph of a new culture. Firstly, your company’s
CEO needs to be CRM centric before he can ask people to follow his lead.
◦ So then what do you need to do? Make them understand CRM culture! Explain it to them, relate to their troubles, make them
understand, and also reveal to them how this change will develop them personally and professionally. Everyone would jump on
board once they can visualize the silver lining in the dark cloud.

7. Optimize CRM Culture Implementation
◦ Majority of the organizational experts agree that the reporting structures, measurement procedures, operational processes,
performance measurement and rewards system – all of these must be consistent with the behavior that CRM culture asks you
to embrace.
◦ When you ask the employees to adopt the culture of CRM while your organizational culture remains outdated, things don’t
work out. You need to optimize all processes before you start expecting results. Every organization works differently and
therefore there is no easy way to describe the CRM Implementation Steps. But a time tested rule remains the same. What is it?
◦ You are aiming to change the mindset of your employees and to do this you’ll need to have an integrated management
approach which ensures that every process, behavior or activity is one step closer to achieving overall organizational change. In
short, you need to give them an impression that they’re doing meaningful work which is contributing to overall positive change
on the organizational level.

8. Capitalize on Your Strengths to Bring CRM Culture
◦ Every organization has its strengths if not weaknesses. Consider that an organization wants to bring CRM culture and can’t find
any prior strength in the domain of customer relationships to help with cultural reorientation. What does it need?
Brainstorming!
◦ For example, it is a strength if your company comprises of people of different ages. You must be wondering how that can help
you bring CRM culture. Let’s see! You have groups of both young and old people at your organization. Both of these are having
their own reservations about this new found culture change that you’re working on. What you do is that you create a ‘Mixed-
team’ – a team comprising of both old people and youngsters – and ask them to spend half an hour daily to suggest how to
bring CRM Culture. The youngsters will bring their Optimism and Energy and the experienced oldies will polish that energy with
their insights. This would be a sure way to overcome all obstacles and get everyone on board to implement CRM culture with
the help of the best SugarCRM implementation partners.

9. Keep Reinforcing
◦ Your CRM culture will be a mix of CRM centric values, investment of time and energy in CRM related solutions and also the
traditions which support your CRM culture. These are the things you need in order to reinforce your new culture. Your higher
management will continue to lead by example and show appreciation for the employees working towards a higher goal. New
traditions will help in making the process easier by availing the benefits of CRM software. For instance, you can stimulate
healthy competition, award the winners, encourage the runner-ups and celebrate major accomplishments.
◦ These initiatives will help you map your journey towards CRM culture adoption: where you once stood, where you stand today
and where you’re aspiring to reach. Having clarity of goals and reinforcing the commitment is a sure way to succeed in bringing
CRM culture in your very own organization.

10. THANK YOU