Académique Documents
Professionnel Documents
Culture Documents
Abstract:
After a brief presentation of the aspects regarding the planning of a customer
relationship management (CRM) project, we emphasize the factors that
assure the success of such an approach. In order to obtain the attended
results, an organization needs the best selection of the project manager and
the most efficient teamwork, which implies employees from the company’s
departments and also IT specialists. In the final part, we made appreciations
concerning the efficiency of a CRM project and the opportunities created by
its implementation.
65
satisfaction of the customers’ needs and exigencies.
66
resources, in the conditions of time, implies a new manner of work for the
budget and technologies constraints, employees. The change management
the negotiation with every manager from vocations in the teamwork and an
the departments involved in the project adequate technical assistance are
in view to eliminate the appearance of necessary in view to help the users in
the resources over allocation, fast the transition to the new manner of
decision making process when the work.
project manager observes perturbations The departments of a company
in the development of the project and that can offer a real support for a CRM
the resolution of all kind of potential project are: Sales, Marketing, Financial,
conflict state, because a CRM project Human Resources, Research-
joins specialists whose interests can be Development and Information
disaccording. Technology.
The best implementations of CRM Sales Department must manage
projects can be obtained when the team the activities with sales automation
has competences and abilities in four systems [5], in order to identify the sales
main competence zones. opportunities basing on the needs that
The first competence zone is the are partially satisfied by the competitors
reengineering that signifies the and to register information about the
restructuring of all the processes sales process, which will be exploited in
involved by the CRM project in order to a CRM strategy. The employees from
realize the actions exceptionally. It this department involved into a CRM
requires to any organization to project use the information technology
transform radically the essential in order to manage the sales for key
components of the business. The account customers, to register the sales
success key is the mentality to change opportunities, to organize the contact
the actual state of facts from the part of lists and to forecast the sales on short
the teamwork members. term.
The second competences zone Sales automation supposes the
consists of the system personalization. optimization of the employees’ tasks
Regardless of the CRM solution, it is from sales department, like: potential
always necessary a certain and effective customer management,
personalization level. The improvement leads processing, stock control, sales
of the CRM applications is critical in foresight.
order to obtain the acceptance of the The action lines of a sales
final user and it represents a task automation system in a CRM project are
entrusted to experimented software [6]:
programmers. • the orientation towards transaction
The third competence zone refers of the sales process – by the means of
to the integration of CRM in the entire software applications, it allows the
organization, particularly if it is focalized gathering of data from sales
to the mobile users. This requirement representatives and a better
implies that IT specialists must correctly development of the customer
dimension the network, sustain the relationships;
installation of applications on users’ • the interconnection of sales
workstations and assure a strategy processes – we must outline the links
concerning data synchronization. created between marketing, sales and
The fourth zone determines the customer support activities. This
implementation support of the CRM process is very important in view to
system, in which the companies must reduce sales-delivery cycle and the
analyze the appropriated competences. increase of stock rotation speed;
The implementation of the new systems
67
• the creation of a database – the evaluation of the marketing mix
sales automation generates more practiced in different periods of time.
efficient activities, increasing the
success rate and the value of contracts Customers value modelling and
concluded. In the same time, the access the determination of their profitability
of the managers to this database The processing of a great volume
streamlines the activities because they of data concerning the previous
can take decisions in real time. acquisitions and the high cost of the
Marketing Department can use the CRM software applications don’t
information and communication represent obstacles that prevent from
technology for the achievement of new building customer value management
customers and loyalty programs, the programs, on every stage of their
commercial presentations on websites lifetime cycle: the acquisition of the new
representing efficient promotion customers, the development of loyalty
techniques in e-business. The programs and the development in time
marketing specialists involved in a CRM of the relationships with profitable
project can initiate other actions, like the customers.
creation of loyalty strategies, foresight The optimization of customer
of customer behaviour, the value communication channels
analysis of different customer targets, The evolution of the customers’
the optimization of distribution channels, preferences has an effect on the choice
the offers’ personalization, in view to of the most efficient communication
obtain an efficient customer response. channel. The accomplishment of a
The main objectives of a CRM marketing communication by the means
project from marketing department point of multiple channels (off-line and on-
of view are the following. line) generates an augmentation of the
A high loyalty rate relationships interactivity between a
Every marketing manager is aware company and its customers.
by the fact that customers’ migration The high personalization level of
towards the competitors generates marketing messages
significant losses of potential revenues The personalization represents the
and the return on investment becomes capability of a company to adapt its
impossible. Actually, the companies use marketing communication to the
sophisticated predictive technologies individual preferences of the customers.
that emphasize the customers disposed The personalization technologies
to migrate towards the competition; the applicable to the databases and
decrease of this risk can be obtained by websites access the information
the means of personalized marketing obtained with the agreement of
actions oriented to the motivation of this customers, respecting the principle of
customer category. the permission marketing and use them
Customers behaviour foresight in view to create offers tailored to each
In the actual conditions in which customer segment.
marketing managers pursue the Up-selling achievement
customers’ needs anticipation, their One of the most important goals
behavior foresight becomes a major followed by the marketing managers
responsibility. The customers’ behaviour consists in the turning to account of the
modelling is based on the following up-selling opportunities, which offer a
aspects: web shopping cart analysis clear image on the products or services
and customer consumption tendency, that succeed to determine the growth of
the observation of recurring customers’ profitability. The
acquisitions, the analysis and the understanding of the way in which
customers react to the promotions
68
concerning up-selling represent one of are opinion divergences, the project
the CRM project evaluation conditions. manager must solve them quickly.
The employees from Financial The main role of the specialists
Department involved in a CRM project from Human Resources Department
must provide reports concerning the involved in a CRM project is the
profitability of the customers in every development of the training programs
stage of their lifecycle, to present the for all the participants to the project, that
costs involved by a CRM strategy, contribute to the formation of an attitude
related to the revenues estimated. The concerning the orientation to the total
main indicators that must be determined satisfaction of the customers needs.
in a CRM project are: acquisition and In the same time, the recruitment
retention rate, customer profitability rate and selection of the project manager
and the return on investments realized and the members of the teamwork
in the optimization of customer represent major responsibilities for the
relationships. human resources specialists; in the final
As well, the development of the stage of the CRM project, the
CRM project must offer the possibility to employees from this department must
pursue its activities on profit centers, establish the rewards for the project
generating the reports necessary for a manager and the members of team
professional management, like: cash- corresponding to their contribution to
flow analysis, sales analysis the performances.
comparative to investments, the The Research-Development
classification of the customers in Department must contribute to a CRM
function of the turnover generated as a project, by conceiving innovative
result of transactions, sales analysis on products or services that exceed the
groups and subgroups of products. demands of the customers; the
IT specialists create the innovation capacity is a factor that leads
infrastructure of the CRM information to the customers’ acquisition and
system and are responsible for the good loyalty.
function of the system and information Traditionally, the innovation
flows. The main tasks of the IT concept is associated to the new
specialists are: the design of CRM products or technologies. The new
system components at strategic, tactical competition environment imposes the
and operational level, in function of its innovation process oriented towards
final users needs, the acquisition of customers – “customer innovation”, that
hardware equipments and the refers to the concepts and practices that
implementation of software applications, help companies to react to the
the network configuration, the system challenges generated by the
testing, the training of its users and the augmentation of customers’ exigencies.
creation of a plan that can monitor, In a CRM project, the innovation
evaluate and update the information process focalized on customers
system components. represents the way by the means of the
In the case in an organization it knowledge from the customer mind is
doesn’t exist an IT department; the transformed in experiences they are
manager can turn to the services of a looking for.
specialized company providing IT In order to appreciate the
expertise. efficiency of a CRM strategy, an
The success of a CRM project also important role is played by the feedback
depends on the efficient collaboration provided by the customers, which
between IT specialists and the reveals if the goals were achieved. The
employees of the other departments analysis of customer responses to the
involved in the project; in the case there initiatives in the CRM domain
69
represents one of the most difficult The evaluation of CRM project
tasks for the project team. efficiency
We emphasize in the table 1 some
relevant evaluation factors for a CRM
project that can lead to the increase of
its efficiency.
Table 1
Modalities regarding the CRM project efficiency evaluation
REFERENCES
[1] http://searchcrm.techtarget.com/searchCRM/downloads/CRMHandbookCh7.pdf.
[2] Kerzner H., Project Management - A System Approach to Planning, Scheduling,
and Controlling, Ed. Wiley & Sons, New York, 2001.
[3] Olaru A., Managementul marketingului firmelor româneşti, Ed. Alma, Galaţi,
2000.
[4] Allard C., Le Management de la valeur client, Ed. Dunod, Paris, 2001.
[5] Panait M., CRM şi automatizarea forţei de vânzare, www.markmedia.ro.
[6] http://www.crm2day.com.
71