Challenges of using CRM system in Celcom

Customer relationship management had been implement globally by all the

organizations from different regions and economies. Where the company believed that
CRM software able to help the company focus, optimize and streamline
communications. Due to, the better the company understand their customers, the
stronger the company relationship with them. Celcom is also one of the company that
implementing the CRM system in operating their business in telecommunication
services. Before Celcom implement the new system, the challenges faced by them when
using Oracle which its more complicated compare to the current system. Where the user
when choosing for the certain package they need to fill up all the boxes that are
compulsory to complete in order to proceed to the next step or submit their information.
Though this process it will taking sometimes in order for the customer to complete the
whole process, thus this will lead to the customer unsatisfaction where the system are
not ease of use. This make the customer having the bad perception towards Celcom.
Due to Celcom had operate for 32 years in the communication industry whereby they
are capturing large amounts of customer data in order for the company to collect, store,
analyse to transfer the data into information or knowledge for the company to create
their strategies in order to fulfuill the customer needs and wants. Unfortunately, the
system they used are not able to support their huge amount of customer data which
cause some of the customer data missing, system hang and difficulties in processing
data. Thus Celcom had decide to change their CRM system in the servicing area/ aspect
in order for them to operate efficiency and provide service excellence to their customer.
Whereby the new and current CRM system are using by Celcom which is “ Centouch
Info”. This system are design specifically to handle complaint from their customer. In
order for Celcom to operate their business effectively and provide service excellence to
their customer. Thus there are also some challenges that faced by Celcom when
implement this CRM system which is lack of user adoption. According to, Redspire,
nearly 50% of CRM projects fail due to slow user adoption, and nearly 70% of project
managers expect their employees to be cynical when using a CRM solution. This
situation will occur due to the employee of Celcom are not willing to come out from
their own comfort zone by learning the new system. Where the employee are more
likely to use back the old system which is Oracle compare to the new system which are
replace by “Centouch Info”. Besides that, Celcom also had miss out by setting the set
of clear indicators to measure the user adoption and develop the clear strategies to
maintain user adoption. Which they focus more on how the CRM system will bring
change or benefit to their organization rather than taking important on how the business
users will completely adopt to the new technology. Secondly, the challenges facing by
Celcom are time consuming, where “Centouch Info” is totally a new system for the
employee which cause the time consuming for them during the transactional process
and so on. Due to the business have to continue their operation even though there are
the new system that is implement by Celcom in order to get their employees up and
running quickly. Whereby, the employee still have to continue their daily tasks as usual
by learning a new system of doing things thus employee don’t have much time to spend
learning the ins and outs of the new system “Centouch Info”. This can be a frustrating
situation if they are required to work in two systems at once, especially when the
implementation schedule requires months-long conversions. By indirectly, this will
cause the customer feel unsatisfaction when the transactional process taking some time
to complete. This will also cause the customer having bad impression towards Celcom
in the aspect of servicing their customer. Furthermore, costing for the operation, where
Celcom need to send their employee to training for the new system they had implement.
Where this also costing for the company once they implement the new system. It
required a lot of money once they change the “Oracle” system to “Centouch Info”. In
order for their employee to work effective on the system by having training program is
one of the cost that company need to bare and not able to skip or ignore. Other than that,
in order to retain the customer by using the promotion or discount strategies through
the system it also costing for the company. The company have to pay for the cost when
they create or design another system in “ Centouch Info” . Example, Celcom having a
discount for their customer where the normal prices for the particular accessories is
RM80 and after discount become RM 70 within a certain period. At here Celcom they
need to pay additional fees in order for them to create the system which just specific for
discount process . In order to create a customer satisfaction by offering them a discount
prices, it have a certain cost that Celcom need to pay for it in order to create a better
customer experience and customer satisfaction and also enhance the relationship within
their customer. Last but not least, data loss also the challenges faced by Celcom during
the transactional process. Due to the employee still new and unfamiliar with the
processing data entry and normal day-to-day business operations can be stressful at all
levels and can be one of the biggest challenges involving changing business software.
Switching computer software is an exciting transition that can increase productivity and
workflow, but the process can be difficult and full of surprising time.