Download - CRM Technological Implementation

8/2/2019 CRM Technological Implementation

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Amity Business School

Problem Identification in CRMTechnological Implementation

Presented By:

Harsh Shadija

Vishal Mishra

Nikhil SehgalNitish Ahuja

Prashant


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Amity Business SchoolCompany Profile

Established in 1934 Nirulas today are a diversified group having achain of Elegant Business Hotels, Water Service Restaurants,Family style Restaurants, ice Cream Parlours, Pastry Shops andFood Processing Plants in India.

Nirulas today is a well-known name in the hospitality industry. Nirula

family was the first to offer western style fast food in India. It came toDelhi in 1928.

In 1950, Nirulas started the ChineseRoom which was the firstrestaurant of its kind in India. Nirulas created history by being thefirst Indians of non-Chinese origin to have a Chinese food restaurant

in India. The first Ice Cream Parlour in India was started in 1978. Potpourri

restaurant with the first salad bar in India and the Pegasus Bar werestarted in 1979.


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Amity Business SchoolSWOT AnalysisStrengths

Diversified group having a chain of Elegant Business Hotel, Family styleRestaurants, Water Service Restaurants,ice Cream Parlors, PastryShops and Food Processing Plants inIndia

Caters to over 45,000 guests every day. Most popular chain of restaurants with

among the highest sales per square foot.

Quality food at a reasonable economicalprice.

The hotels are strategically located in thehearts of Delhi and Noida.

Serves a wide range of foods across itsoutlets.

Few of the Eco Friendly Organizationswho have put in efforts to saveenvironment.


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Weakness

Even though Nirulasselects its Franchisees on the basisof stringent parameters but it still depends on the Franchisee forperformance of the outlet.

Opportunities

Opening of more Hotels and restaurants in and around Delhi and in majormetro cities in Northern India.

Opening of its outlets in Singapore and in South East Asia.

Threats To compete with the growing number of International Fast food

Chain on the factors like Quality, Service, Cleanliness and value formoney.

Changing Social Culture and Eating Habits: As one says the

McDonization is going across the globe, Nirulas has to work hard to keepup the variety, quality, price and value of its products.


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Amity Business SchoolCRM Strategy

Future PlansWith the companys aggressive plans to expand all over India andopen as many as 150 or more restaurants, the existing ITinfrastructure required a complete revamp. "We have decided tochange over to newer technologies to help in the operation of ourrestaurants as well as our corporate head office and the central

production facility," says Arun. The ERP, POS Solutions, CRM,customer feedback systems, and the knowledge managementportals are some of the solutions Nirulas is looking forward to.

Since the Internet shopping cart generates a fair amount of businessfor the company, it is being rebuilt and will be launched soon. Thewebsite has also been overhauled and a new website launched. In

order to better manage orders generated at various locations and toensure that orders are delivered on time, the delivery service willsoon be managed by Nirulas from a central place.


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Amity Business SchoolNeed forTechnology in CRM

With an explosion of choice in product and service selectionwinning more business is getting tougher each year.Reaching and nurturing customer relations are essential for asmall business to survival. Central to managing any customerrelationship is CRM or customer relationship management

software. Discover the necessary survival strategy ofmanaging customer relations with the technology of today.

Gone are the days of marketing to your potential customerbase and sitting back to reap the rewards of a great adcampaign. Gone are the days of grabbing the hottest leadsand forgetting about the warmer less inclined to buy nowclients. Gone are the days of using a simple notebook orexcel spreadsheet to collect your lead list.


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CRM is more than a simple implementation of newtechnological solutions for a company. It is anentire strategy to understand better and in moredepth a customers behaviors and needs, so that

the firm is able to improve its existing relationshipswith the customer. This means that it proves to bemore of a business philosophy than a technicalsolution for helping to deal more efficiently withcustomers. Still, a successful implementation of

customer relationship management programsleans heavily on the utilization of technology. It iseasy to see why things can go wrong in puttingsuch a new program into place.


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How to implement CRM

The implementation of a customer relationship management (CRM) strategy is best treated as asix-stage process, moving from collecting information about your customers and processing it tousing that information to improve your marketing and the customer experience.

Stage 1 - Collecting information The priority should be to capture the information you need to identify your customers and

categorise their behaviour. Those businesses with a website and online customer service havean advantage as customers can enter and maintain their own details when they buy.

Stage 2 - Storing information The most effective way to store and manage your customer information is in a relational

database - a centralised customer database that will allow you to run all your systems from the

same source, ensuring that everyone uses up-to-date information. Stage 3 - Accessing information With information collected and stored centrally, the next stage is to make this information

available to staff in the most useful format. Stage 4 - Analysing customer behaviour Using data mining tools in spreadsheet programs, which analyse data to identify patterns or

relationships, you can begin to profile customers and develop sales strategies. Stage 5 - Marketing more effectively

Many businesses find that a small percentage of their customers generate a high percentage oftheir profits. Using CRM to gain a better understanding of your customers' needs, desires andself-perception, you can reward and target your most valuable customers.

Stage 6 - Enhancing the customer experience

Just as a small group of customers are the most profitable, a small number of complainingcustomers often take up a disproportionate amount of staff time. If their problems can beidentified and resolved quickly, your staff will have more time for other customers.


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Problems in TechnologicalImplementation


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Amity Business SchoolChallenges of CRMImplementation

three challengesstressed in different ways throughoutthis text, key challenges include:

expectationsreflect system user concerns for speed,

responsiveness, security, and privacy investmentsdefine the financial requirements for acquiring

the equipment and personnel needed to design andimplement a quality CRM approach

reactions to changerefers to the real resistance that human

beings experience when asked to change traditionalapproaches


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There could be a lack of commitment from people within the

company to the implementation of a CRM solution. Adapting to acustomer-focused approach may require a cultural change.There is a danger that relationships with customers will breakdown somewhere along the line, unless everyone in the businessis committed to viewing their operations from the customers'perspective. The result is customer dissatisfaction and eventual

loss of revenue. Poor communication can prevent buy-in. In order to make CRM

work, all the relevant people in your business must know whatinformation you need and how to use it.

Weak leadership could cause problems for any CRM

implementation plan. The onus is on management to lead byexample and push for a customer focus on every project. If aproposed plan isn't right for your customers, don't do it. Sendyour teams back to the drawing board to come up with a solutionthat will work.


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Training: " Initial training must show the salespeoplehow to use the basic CRM features. Follow-up trainingsessions must allow for feedback into whatsalespeople have experienced and capture ideas forimproving the system. Teach salespeople how to useCRM effectively because you can't be constantlylooking over their shoulders every minute of the day.Develop processes that require them to use CRM.

Not upgraded to the latest software version: CRM iscontinually evolving, firms that do not use the softwareconsistently will be left behind their competitors. CRMsoftware must continue to evolve with the business.Initial implementation is not the end game; increasedsales is the goal.


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The CRM project manager is viewed as anadministrator rather than a liaison between the IT andthe business, tracking development progress againstrequirements and success metrics.

Business analysts do their job and leave. Instead theyshould participate in CRM development throughimplementation and deployment, ensuringconformance to requirements every step of the way

The business sponsor sees himself as a lead

visionary, happy to preach the doctrine of customerloyalty but nevertheless reluctant to take charge.


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Security concerns: A large challenge faced by developers and

users is found in striking a balance between ease of use in theCRM interface and suitable and acceptable security measures andfeatures. Corporations investing in CRM software do so expectinga relative ease of use while also requiring that customer and othersensitive data remain secure. This balance can be difficult, asmany believe that improvements in security come at the expense

of system usability. Poor planning: Initiatives can easily fail when efforts are limited tochoosing and deploying software, without an accompanyingrationale, context, and support for the workforce.In otherinstances, enterprises simply automate flawed client-facingprocesses rather than redesign them according to best practices.

Poor integration: For many companies, integrations arepiecemeal initiatives that address a glaring need: improving aparticular client-facing process or two or automating a favouredsales or client support channel.Such point solutions offer little orno integration or alignment with a companys overall strategy. Theyoffer a less than complete client view and often lead to

unsatisfactory user experiences.


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Trying to implement CRM as a complete solution in one go is atempting but risky strategy. It is better to break your CRM projectdown into manageable pieces by setting up pilot programs andshort-term milestones. Consider starting with a pilot project thatincorporates all the necessary departments and groups but is small

and flexible enough to allow adjustments along the way.

Don't underestimate how much data you will require, and make surethat you can expand your systems if necessary. You need tocarefully consider what data is collected and stored to ensure thatonly useful data is kept.


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Amity Business SchoolOvercoming the Hurdles toSuccessful CRM Implementation

Customer relationship management or CRM is themethodology and tools of finding, communicating,and retaining your best customers. Softwareprograms such as GoldMine or ACT! or

subscription services like Salesforce.com help youbuild lead lists, merge mail, handle contacts, andassess the results of your marketing campaigns.

Many larger corporations have failed at successful

implementation of CRM. While its easy to blamethe software or incompetent staff, the real issuelies with employee motives, time, and training


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Use these success tactics for overcoming the hurdles you

will encounter with CRM: Make Time: Whether you are the only user of CRM software orhave a staff, its critical to set aside time each week for using thetechnology. Like any new business application, regular use willreduce time and help you see the rewards of CRM.

Spot Check: My own experiences with customer relationshipmanagement tools found employees aren't only reluctant toadapt a new technology but outright resist the sales leadcomponent of CRM software. For under performers, trackingleads reveals their true incompetence. I have witnessed salespersonal enter in fake names and numbers to avoid the scrutinyof a sales manager. Successful implementation of CRM requiresperiodic spot checking of lead entries and even calling leads tosee if they exist.

Get Trained: A large part of setting aside time is learning thenew tools of CRM. Learning typically follows a U-shaped curvewith the initial phase being difficult till it peaks and learning

accelerates. Be patient and in no time you will master the musthave tools of CRM.


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Amity Business SchoolBenefits of aCRM System

Shared or distributed dataAs companies realize that customer relationships are happening on manylevels (not just through customer service or a web presence), they start tounderstand the need for sharing all available data throughout theorganization. A CRM system is an enabler for making informeddecisions and follow-up, on all the different levels.

Cost reductionA strong point in Customer Relationship Management is that it is making thecustomer a partner in your business, not just a subject. As customers aredoing their own order entry, and are empowered to find the info they need tocome to a buy decision, less order entry and customer support staff isneeded.

Better Customer ServiceAll data concerning interactions with customers is centralized. The customerservice department can greatly benefit from this, because they have all theinformation they need at their fingertips. No need to guess, no need to askthe customer for the n-th time. And through the use of push-technology,customer service reps can lead the customer towards the information theyneed. And, most of the time, the customer can do this on their own, as the

CRM system (remember, the 3 P's) is more and more able to anticipate theneed of the customer. The customer experience is greatly enhanced.


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Better Customer RetentionIf a CRM system can help to enchant customers, this will increasecustomer loyalty, and they will keep coming back to buy again andagain, hence customer retention.

Loyal customersNeed I say more? Q.E.D.

More repeat businessThe repeat business is coming from the delighted customers, whoare turned from doubting clients into loyal advocates.

More new businessIf you are delivering the ultimate customer experience, this will seedthe word-of-mouth buzz, which will spawn more new business.

More Profit!More business at lower cost equals more profit.


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Increased Customer SatisfactionThe customer feels that he is more "part of the team" instead of justa subject for sales and marketing (the proverbial number), customerservice is better, his needs are anticipated. There is no doubt thatcustomer satisfaction will go up. If the products sold exceed the

customers expectation, of course, no CRM system can help you withshoddy products. In my opinion, the term satisfaction is acontaminated. Many companies think that if customersare satisfied that this is a good predictor for repeat business.However, this is not the case. Only delighted customers have a

great level of loyalty.