Crm Business Case

By Author: Sherry Roberts
Total Articles: 580

Introduction
There has been a trend in the way companies today conducting businesses. Many companies have shifted their focus away from financial management, process redesign, and enterprise resource planning. Managers and company’s strategist have turned their attention to customer relationship management (CRM). CRM is a general term that refers to a broad range of service, sales, marketing, technology and organization initiatives. The common target in these is applying knowledge to customer interactions. CRM, therefore, creates a strong association with the customers and know more about the client needs. Through CRM, the management understands the needs of customers by getting together all the information about the customers. This markets and offers the company’s commodities.
Through CRM, sales staffs can work successfully. They bring new customers into the organization and keep hold of the current ones (Goldenberg, 2008). Empowering CRM, the company should see their clients and have knowledge of their lifetime importance. They need to know additionally their customers’ requirements and create a system for them to help in their relations. The system will have become a platform through which the company can correct data about their customers.

The Company should determine and take care of how the data collected will keep as information and their use. Let us identify some critical systems at Minitrex.
To understand reasons why there is inaccurate information about the customers, it is of great importance to identify some critical systems at Minitrex. The systems enable the flow of information in the various departments that make up the company. Customer contacts system. Customer contacts system is a unique method that keeps, and tracks customers of particular company’s details. The system helps to maintain and improve customer’s relations with the enterprise. The contacts are having been traditional been stored in phones, letter, and fax. The state-of-the-art in the storage of the connections helps to coordinate all communications between the company and the customers. Customer contacts system improves in-house quality management. The system keeps the information corrected from the customers and makes it readily available to the CRM.
General management system is a modern system that companies use to manage their clients and the departments in which they are obtaining goods or services. The system, therefore, keeps and updates all the information that pertains to customer’s habits of buying. The top management is enabled to do follow up on issues that would otherwise slow customer’s feel of satisfaction.
The credit administration system keeps records of what the company is owed by other individuals in case it is a bank. The system also keeps records of what the company owes others in terms of loans. Management business center system, on the other hand, manages all the needs of customer self-service applications. The customers are not therefore required to appear in the companies premises for statements and financing. They can also get their credit approved instantly online. The customer’s rate of satisfaction, therefore, increases making the company enjoy more sales of goods and services (Chang, 2006). CRM connects each one of the systems. The systems consist of subtle elements of a successful CRM in any company.
CRM at Minitrex
Minitrex is a company made up of three departments; Insurance agencies, financing departments, and sales and marketing staff. Each of the department has different and separate directors from the others. There has therefore been the separation of interests. Harold Blumfen heads insurance division. He is in charge of credit administration system and general management system. Both are back-end systems. Harold keeps the front-end customer knowledge on his documentation and in mind. Financing division by Mariella Hopkins, an IT enthusiast. He is in charge of online customer self-service system. Customer-service representatives use the same system with additional functionality. The other sales and marketing department by Jon Bettman, who is in charge of marketing and Director George Degas, who is in charge of sales. They are both in charge customer contacts system. Customer contacts system is designed to keep track of sales prospects

CRM do not fail from here. There are several things from the beginning that leads to failure of the CRM. Inadequate correspondence between people in the customer relationship causes a fragmented picture of a client. Poor letter prompts execution of engineering without fitting help from the customers. Taking the example of Minitrex, problems start to arise. There are unprofessional sales calls whereby, people in the sales division cannot keep track of customer information with the existing system. Degas now takes the issue to the director of IT, Mr. Denny Kahn. The vice presidents, on the other hand, do not want to compromise the existing systems.
How is it possible for someone at Minitrex to call a customer and fail to know that the person calling is a customer? Minitrex sales people have no rights of access to finance and insurance departments. They cannot therefore access the data that is needed. Failure to obtain the information leaves the departments personnel unable to know who is calling since no records of previous calls. Due to lack of records, when a customer calls, the person receiving the call at Minitrex cannot distinguish whether the person had called again. Therefore, someone at Minitrex will not know whether that is the third time the customer was calling.
The answer to the question, whether a new computer system is the best solution for Minitrex at this time, is no. Minitrex does not need a new computer system at the moment. The reason being, the current challenges at Minitrex do not arise from the computer system in place. The current computer system only needs some minor changes. Without going far, there are needs to have a central repository for customer data and information and make it readily accessible to each department. A regular update of the existing data should is required. Finance Division should also have access to the general and credit information of the customer.
In the event that a new system is the best solution for Minitrex at this time, the computer system should have some better features that the current system does not have. The computer system needs to enable the customer to select his choice of product through the sales division. The client’s choice of product and taste details should, therefore, in maintenance by the department’s computer system. The customer should then proceed to the finance department through their system to make payments. At this stage, the customer will have left his details about his buying habits at the finance department. He will then have to proceed to the insurance office for any insurance arrangements that will be needed.
A closer and correct look at the systems in place, the customer contact system, credit administration, general management system, and the business administration system one will notice that they are related. The systems need to work together so as to make CRM at Minitrex a success.
The promise of analytical CRM is important. CRM helps in reducing cost and increases revenue as well. Therefore, there are needs to adopt the system within the company. There are some critical issues in adopting CRM. During orientation, the team needs to concentrate on showing the customer the advantages of CRM rather than making the customer needs to become second. CRM should be treated as a new line of product to enable massive embrace from the targeted group. If the data that is required to make CRM a success needs to be there. Failure to inadequate data will render the CRM ineffective. (Pablo Hadjinian, 1998)
Conclusion
Minitrex has offered a platform in which immerging issues that need thorough understanding. The issues here are the customer satisfaction and customer retention. Customers should be an essential part of any company. They are the key to business no matter the size of the industry. Modern successful businesses have discovered the secret and are now building their foundation on customer satisfaction. Through customer relationship management (CRM), they have understood their customers’ needs therefore building lasting relationships and increase sales.

References
Chang, J. F. (2006). Business Process Management System: Strategy and Implementation. Boca Raton: Auerbach Publications.
Fewster, M., & Graham, D. (1999). Software Test Automation: Effective Use of Test Execution Tools. New York: Addison-Wesley.
Goldenberg, B. J. (2008). CRM in Real Time: Empowering Customer Relations. Medford: Information Today.
Hiat, C. J. (2000). A Primer for Disaster Recovery Planning in an IT Environment. London: Idea Group Publishing.
Pablo Hadjinian, R. S. (1998). Discovering Data Mining: From Concept to Implementation. New Jersey: Prentice Hall.

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