CRM Done Right PDF

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Case study submission of CRM done right case...

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CRM Done Right Customer Relationship Management (CRM) systems were structured around complicated software packages, and they guaranteed to let companies become more responsive to, changing customer needs, thereby boosting revenues and retention while keeping the marketing costs in check. According to Gartner, CRM sales rose by 28% between 1999 and 2000 and then fell in 2001,2002 and 2003. It was being considered as an overhyped IT investment. The sales improved and global executives began to report increased confidence in CRM. The increase in sales is attributed to the practical and disciplined approach taken by various firms towards CRM. The article deals with the successful CRM efforts of companies like Aviall, Kimberly-Clark, Ingersoll-Rand, Brother International, and Molex Is It Strategic? It should be exclusive to processes that are essential for a company’s competitiveness. This exclusivity makes it mandatory for the executives to have a clear picture of the right targets and a well-trained team. Thus exhaustive strategic planning is needed. Tightly focused on one area of critical strategic importance, CRM has become pivotal to Aviall’s reinvention. Where Does It Hurt? CRM can control the complete Customer Relationship Cycle all at once. But this leads to unused technology capacity which causes business disruptions. Therefore, it is needed to identify the major pain points which need to be addressed by CRM. Kimberly-Clark has been able to guide its retail customers by developing the science of marketing using CRM. Do We Need Perfect Data? There are high costs involved in providing perfect information. There are very few companies that need perfect information throughout their CRM Cycles. Real time information is prioritized based on real time business opportunities. Thus, each business has customized information according to its needs. Molex management was able to meet its original goal to increase revenues by 5%, and pipeline data now forms the foundation of the revenue portion of the budget process. Where Do We Go From Here? Narrowly focused CRM systems provide minute business refinements which can be aggregated together to form a broad CRM that spans across the company. The major differentiating between wide ranging CRM implementation and narrowly focused CRM applications is well defined advancement in strategic thinking....