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CSF CRM

The document outlines critical success factors for implementing a Customer Relationship Management (CRM) program, emphasizing the importance of top management involvement, data integrity, effective HR practices, and appropriate technology selection. It highlights the need for customer-centric performance metrics and standards, as well as effective change management and integration of legacy systems. Additionally, it discusses the significance of customer centricity in meeting customer needs, providing timely communication, and ensuring efficient customer service.

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Roshni Singh
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5 views

CSF CRM

The document outlines critical success factors for implementing a Customer Relationship Management (CRM) program, emphasizing the importance of top management involvement, data integrity, effective HR practices, and appropriate technology selection. It highlights the need for customer-centric performance metrics and standards, as well as effective change management and integration of legacy systems. Additionally, it discusses the significance of customer centricity in meeting customer needs, providing timely communication, and ensuring efficient customer service.

Uploaded by

Roshni Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Building CRM program-

Challenges
Aaron Abhilash
Assistant Professor
NMIMS Hyderabad
Critical Success Factors(CSF)
of CRM
• Critical success factors refers to the most important parameters that
results in the success of the implementation of CRM program. There
are:
• CEO and top management involvement (Top down approach): The
top level management has to take correct decisions and should be
involved in the implementation of the CRM initiatives in the
organisation.
• Since there lies a high value to their words and actions, this leads to
good implementation.
Data integrity and security- Customer’s data not to be misused or sold or
manipulated.
• Since CRM deals with lot of data management, the data needed to be
protected and used for the right purposes.
• Cybersecurity should be focussed so that data is not compromised.
Effective HRM practices:
• The employees needed to be educated about the CRM initiatives and their
importance to the firm.
• Proper training sessions to be conducted to ensure effective implementation.
• Right candidate for the right job to effectively execute CRM in the
organization.
Effective change management:
• Smoother transition of the change should happen whenever new CRM
related activities, initiatives or technology was adopted.
• Proper training and ample time to be given to employee to adopt to the
change.
Choosing of right technology and vendor:
• If CRM based technology is being implemented, the right CRM
technology and the vendor who can deliver it has to be chosen.
• Ex: Amazon has given AI generated reviews and detailed pictorial
product representation on their page with the help of technology.
Customer centric performance metrics: The performance metrics for
employees should be customer centric and their implementation
should be effective.
Example: Less service time for the car, Number of positive feedback for
customer service personnel, customer service personnel rating etc.
Customer-centric standards: Not just the employees, even the
performance standards should be customer-centric.
Ex: Amazon’s one-day and guaranteed return policy, Bookmyshow’s
best viewing seat suggestion, “Flipkart assured”
• Effective software and legacy system integration- Integration of Older
systems with the CRM or proper blending of both
• Customer-oriented business process change: Any business process
changes be in the operations or the products, they should be more
customer-centric.
• Ex: Self check in counters at McDonalds store, App based ordering
etc.
Customer centricity
• Customer centricity refers to keeping absolute focus on the customers and
satisfying them to the highest standard. This can be done by:
• Exactly meeting their needs and wants.
• Anticipating their needs in prior and designing solutions for them (Tech specs
of Automobiles- cars, bikes)
• Prioritizing and valuing them- Good staff behavior, empathy to be shown by
the customer service person
• Policies that are pro-customer-centric- Amazon’s easy return policy, Ola and
Uber’s policy for customers to appeal against the cancellation fee
• Best and efficient customer service and support
• Customized offerings- flexibility for the customer
• Pro- active and timely communication to customer: In retail stores,
Sales assistants are there to help the customer in choosing the best
dress.
• EMI or payment alert messages
• Feedback and grievance redressal: Complaints actively taken and
measures take to provide solution.
Resources for CRM
• Software and Hardware infrastructure
• Human Resource personnel needed
• Infrastructure

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