Challenges in an

Organization

By- Bhudev Kumar Sahu

Prashant S Ojha
Vikash Kumar
What is CRM?
Software?

Customer
Relationship
CRM is a
company
Management wide strategy
Complimented by
a software .
Why CRM ?
Missed Wasted Time
Appointments

Missed
Opportunities
Why CRM ?
Key factors in selecting a CRM System

Knowledge management:-
Customer focus:-
1.Knowledge learning and
1.Customer-centric marketing generation
2.Key customer lifetime value 2.Knowledge dissemination
identification and sharing
3.Personalization 3.Knowledge responsiveness
4.Interactive co-creation
marketing

CRM organization:-
1.Organizational structure
2.Organization-wide
commitment of resources Technology-based CRM
3.Human resources
management
 Strategies for a successful
implementation of a CRM system
> Strategic context:-
The organization should understand how CRM fits into
the context of the company's overall business strategy.

> Capabilities assessment:-

The assessment is to be done to confirm the current
industrys best practices.

> Business case development:-

The company needs a good reason to implement CRM
other than new technology fever.

> Implementation plan creation:-

Create and execute a plan, which clearly defines how
to achieve the goal and execute it.
 About the Company

Sanolabor is a joint-stock company(55 years old)

The company is engaged with wholesale, retail, marketing and distribution
activities
It is specialised for health care and laboratory products comprehensively and
supplies to health institutions, scientific institutions and industry.
With more than 55-years long tradition on this field they have Business
relationships with more than 500 manufacturers and suppliers
 Challenges faced before the
implementation CRM
Pertinent knowledge about the possibilities of CRM area director
from marketing and sales or IT caretaker didnt have.

The IT caretaker lacked expertise to sufficiently perform the

necessary evaluation of the business requirements .
Challenges faced during the implementation of CRM

Project team grew to more employees that were responsible for

business process change, migration activity, testing,
implementation and the initial maintenance of the software
system.

Testing of the Beta version was to be carried out during office

hours which lead to increased work load and changes in the
working methodology upon CRM implementation, most employees
motivation was low & were disinterested for testing .

Planned schedule for the implementation was also inappropriate.

The project team never saw the final version of the software
solution, because supplier always upgraded it with given
demands
 Challenges faced after the implementation of CRM

Training of employees :- Failure of transfer of

Failure of Integration of
1.Conducted on computers that knowledge of CRM use
the CRM system with
lacked the capacity to support in different
the software solution, so were Microsoft Outlook.
very slow. department
2.Training was conducted
unprofessionally in large
groups (14 people).
3.Time for training was too
short.
4.Project manager didnt see
the final version of CRM
solution and didnt know whats
going to be the programme of
training.
Methods to overcome the challenges

Proper time schedule was prepared as to when the training is to be given , who
would be giving the training and to whom is the training given to .
Exact instructions were given as to which contents should be trans-ferred from
software supplier to employees & checked if both parties understand each other .
Explained to employees the exact purpose of training and motivated them to
cooperate.
Groups were smaller: max. seven employees, they had available three hours.
Computers supported CRM solution, instructions were improved.
Various instruction between department for proper alignment:-
Instructions for the planning of meetings / activities and reporting in CRM .
Instructions for input and treatment of market opportunities in CRM
Instructions for input and updating of companies data and contacts in CRM
Benefits of the successful CRM implementation

> Activity of the employees monitored on a regular basis (Performance evaluation)

> Better informing between various department .

> Analytical CRM should include:

1.monthly reports about a customer.

2.daily reports about visiting customers.

3.number and value of given offers.

4.report to which organizations company gives offers and how much of them

5.degree of customers satisfaction

6.time percentage of product managers visits to customers.

All this lead to improvement of relations with customers and better strategic decisions.