Use of Technology &

Implementation issues in
CRM
 How does technology play a role?
• Enabler ….

• Managing all touch points with the customer to

develop knowledge so that the ‘relationship’ part of
the interaction becomes meaningful.

• Note, technology is only an enabler, people and

organizational design play critical roles in CRM
success
 Role of Technology in CRM

• Customer Insights: CRM not only gives you the ability to track

customer engagements, including the most recent emails and sales
calls, but it can also give you insights into their buying behavior
individually and as a whole.
• Data Collection: Customer purchases, abandoned online shopping
carts, social media interactions and even location data from mobile
devices reveal a wealth of information about customers and
prospects. The result is a nearly intimate knowledge of customers
with resulting predictions of buying behaviors.
• Improved Communication: CRM not only enhances your ability to
understand a customer's wants and needs, but it also allows you to
communicate with them quickly using their preferred channels, from
email to instant messaging to social media. You can now be notified
of a problem instantly and respond to it within seconds.
 India’s CRM Market to See Robust
Growth

• A new report by data and analyst firm GlobalData further brings to light

that the overall spending on CRM in India is set to reach about $2.3bn in
2023, with the CRM applications segment estimated to grow at a
compound annual growth rate (CAGR) of 3.3% during the forecast period.
The spending on CRM BPO services, will account for nearly three-fourths
of the revenue while CRM applications will account for the remaining in
2023, largely driven by the large enterprise segment, the report said.

• “The CRM applications market is expected to witness further growth,

supported by the technological advancements like AI/ML and analytics
platforms, which can be used across various social and mobile platforms.
Hence, they should select CRM offerings which will enable them to
connect, serve and engage with their new-age customers in a more
effective manner to enhance customer experience,” said Sunil Kumar
Verma, Lead ICT Analyst at GlobalData.
 Gartner Says Worldwide Customer Experience and Relationship
Management Software Market Grew 15.6% in 2018
SYDNEY, Australia, June 17, 2019

• Worldwide spending on 

customer experience and relationship management (CRM) software
grew 15.6% to reach $48.2 billion in 2018, according to research from
Gartner, Inc. CRM remains both the largest and the fastest growing
enterprise application software category.
• Worldwide enterprise application software revenue totaled more
than $193.6 billion in 2018, a 12.5% increase from 2017 revenue of
$172.1 billion. CRM made up almost a quarter of that revenue.
• Approximately 72.9% of CRM spending was on 
software as a service (SaaS) in 2018, which is expected to 
grow to 75% of total CRM software spending in 2019, with agility and
flexibility being big drivers, along with the requirement for remote
and mobile users.
 Jun 22, 2019, 11:44am
Salesforce Now Has Over 19% Of The
CRM Market

• Salesforce dominated the worldwide CRM market

with a 19.5% market share in 2018, over double its
nearest rival, SAP, at 8.3% share.
 Indian Oil Corporation to buy a dealer management cum
CRM system to handle its customers
• Indian Oil Corporation Ltd. (IOCL), India's largest commercial
enterprise is all set to obtain a dealer management
cum CRM system that will enable it to handle its huge base
of customers and dealers, according to company's top official.

"Our intention is to have a direct connect with the customers, for

which we are going for a CRM platform that will definitely give us a
360 degree view of the customers. We will be able to do a single
loyalty management, will able to do see which products the
customers are buying from our different business lines like cross
selling, up selling," Khanna explained.

Among the base of 24 crore combined customers, many of them

are common customers, which are using diverse products and
services across company's different business lines. Henceforth,
IndianOil wants to have a single centralized system that would offer
a single view of all its customers.
 State Bank of India launched Customer
Relationship Management Solution

• State Bank of India today launched a Customer Relationship

Management (CRM) solution, which will improve the quality
of customer service through streamlined service
management and enhanced customer focus.

• CRM solution is an integrated platform to engage with

customers throughout the life cycle to drive customer
centric culture, enhance customer experience and maximize
customer relationship. CRM platform will enable Bank’s
frontline staff with required information and customer 360
degree view which will facilitate faster first time resolution,
improvement in turn around time and tracking of all
interactions with customers in holistic way. 
 CRM platform Salezshark sees 50% revenues
from India
• A little over a year after launching operations in India, customer relationship
management firm Salezshark said that the country now contributes 50% to its
overall revenues. Set up in 2014 in Virginia, USA, it offers interactive sales and
marketing automation solutions. Saif Ahmad, co-founder, Xavient Systems and
an early investor in the company said that India and Asia Pacific would be focus
markets for the company. The company has just launched a new app which will
use features like location based contextual intelligence and AI chat bots for real
time interactive communication.

While the location feature will alert users to possible leads around them, the
chat bots will notify them of new or pending tasks as well as relevant sales
opportunities nearby as well as scheduled meetings.

Salezshark currently has 75 clients in India and has set itself a target of bringing
on board 200 by the end of the year. The platform tracks customer responses
to products and services and then collates this and shares a comprehensive set
of data with businesses, helping them understand their target customer's
profile and approach them accordingly. This helps them optimize returns, said
Ahmad.
 ThompsonConnect Plans To Make India ECRM
Hub

• ThompsonConnect Worldwide(TCW), the relationship management

specialist wing of JWT Worldwide is planning to introduce a host of
eCRM(Customer Relationship Management) initiatives in JWT India
very soon.
• In addition, ThompsonConnect Worldwide is all set to make India the
central hub for its eCRM initiatives in the south east Asia region.
Social CRM: The Game Changer for Companies That Want to Engage With
Their Customers

• The real game changer is Social CRM or social customer relationship

management. Social CRM turns online relationships into real-time
opportunities. It gives companies the chance to ramp up conversions and
increase sales, bolster customer care and innovation, even streamlines
business operations. In fact, Social CRM results in real ROI on a
company's social media investment of time, employee participation and
money…………………

According to CRM guru Paul Greenberg in his book CRM at the Speed of

Light, Social CRM is based on the ability of a company to meet the
personal agendas of customers while, at the same time, meeting the
objectives of [its] own business plan. In other words, you simply can't
separate the social chatter from your business mission and value nor from
your business objectives and operations. Social CRM strategy covers
governance, workflow and guidelines that employees are actually trained
to follow.
 E-CRM

• Today most CRM programs, applications, and services depend more

heavily on IT than in the past. These programs, software applications,
and services constitute part of what is known as electronic CRM (e-CRM).

• Electronic CRM (e-CRM) is the electronically delivered or managed

subset of CRM. It concerns all forms of managing relationships with
customers when using information technologies. It arises from the
consolidation of traditional CRM with the e-business applications
marketplace and covers the broad range of information technologies
used to support a company's CRM strategy. The overall goal can be seen
as effectively managing differentiated relationships with all customers
and communicating with them on an individual basis. Since practically all
CRM packages use some IT, the terms CRM and e-CRM are used
interchangeably by many. 
CRM Implementation
 CRM Implementation Failure

•Failure rate is pretty high

•One study by the Gartner Group puts it

at 55%, and another by Accenture
claims it to be around 60%
 Common reasons for CRM Failure

 Viewing CRM as a Technology initiative

 Lack of customer focus

 Insufficient appreciation of CLV

 Inadequate support from top management

 Failure to reengineer business processes

 Understanding the challenges in data integration

 Reasons for High Failure Rate

• Unsuited organizational culture and structures

• Ineffective management

• Unrealistic expectations

• Poor systems
 CRM Implementation Road Map

• Scenario Analysis •Technology and Vendor Selection

• Purpose and Objectives •Solution Development

• Business Planning •Implementation

•Measurement
• Process Design
MICROSOFT PUBLISHES A CASE STUDY ON
CRM IMPLEMENTATION IN PROVIDENT HO
USING DONE BY DREAMORBIT
• Provident Housing is a 100% subsidiary of Puravankara Projects
Limited, one of the real estate majors of India.

• They partnered with Microsoft Dynamics CRM, to give an impetus to

growth by unifying its presales, sales and post sales on a common
platform. Consequently, they now have more lead conversions,
quicker processes and better customer satisfaction, which has
increased returns on investment. Dreamorbit becomes the first
affiliate partner in India to do such successful implementation and
getting the case study published.

1. They chose to migrate to Dynamics CRM as it offered seamless

integration with Ramco ERP and other apps that they had already
implemented
2. The ability to customize our requirements was a big positive
• “A highly skilled team from Dream Orbit, a Microsoft Certified
Partner, deployed the solution in October 2012. Initially for 10 users,
we gradually scaled to more than 100 users in pre-sales, sales, post
sales and customer care teams,” says Debananda.

• Benefits
•
About Microsoft Dynamics CRM
Microsoft Dynamics CRM is a customer relationship management
software package developed by Microsoft. Out of the box, the
product focuses mainly on Sales, Marketing, and Service sectors.

• http://dreamorbit.com/microsoft-published-a-case-study-on-crm-
implementation-in-provident-housing-done-by-dreamorbit/
 India’s leading Hospital Chain signs up Alletec
for CRM Implementation
• Alletec has won the CRM implementation contract for one of the
leading chain of hospitals in India. With over 1900 beds and 12
hospitals in Delhi-NCR, Punjab and Uttarakhand; over 1600 world-
class doctors and 5400 support staff; the hospital chain is one of the
biggest & best in North India. It operates through 5 different
channels.
• The challenges identified include:
• A number of disintegrated applications were in use
• The contacts generated through each channel were maintained in excel
sheets
• Operational activities were being recorded in scores of excel sheets which
were disintegrated and made it practically impossible to track on a regular
basis given the degree of business operations
• Patient History was not maintained in an organized fashion making it difficult
to retrieve when required
• Regular marketing campaigns were launched and executed without
measuring their effectiveness and ROI.
• Alletec will deploy CRM Online across 12 units in 2 phases. The 1st
phase is expected to go live later this year while the total project
duration is expected to be approximately 3 years. The company plans
to deploy CRM for a user base of approximately 1400 pan India. In
Phase I, Alletec will implement and integrate Microsoft Dynamics
CRM with various external applications (Website, HIS, EHR, PACS,
Outlook, DAS & Contact centre).

• In Phase II, 2 portals (Doctor Referral Portal & Patient Portal) will be
developed and integrated with the CRM system – the former will
allow doctors to log in and key in reference patient details and
simplify commission calculation while the latter will store reports and
patient history for a specific period of time.

• https://www.alletec.com/news-events/item/182-india-s-leading-
hospital-chain-signs-up-alletec-for-crm-implementation.html
At Tata Technologies we help our clients build optimized, cost
effective solution blueprints and implementation road maps.

• Customer relationship management (CRM) often refers to a software-

based approach to handling customer relationships. But the better
CRM initiatives are not limited to software installation, without
providing the context, support and understanding for professionals to
learn, and take full advantage of the information systems. It’s not just
about the technology side of managing customers, at Tata
Technologies, we know that it’s just as much about the people side of
things. That’s why our CRM implementation service offerings help
our clients build optimized, cost-effective solution blueprints and
implementation roadmaps. But it’s also why we take the time to build
the relationships that will facilitate easy adoption of “quick-start” or
“plan and deploy” implementation strategies that help the people
side of the business realize the full value of the processes inherent in
CRM applications.
• Our worldwide delivery model accelerates CRM implementation
timelines and provides our clients with quicker return on investment
(ROI). Our full spectrum of CRM implementation services consists of:

• CRM consulting, best practices, and change management

• Program/project management using 4D Process Consulting
• Business analysis, roadmap design
• Core design, configuration, development, and customization services
• Systems interfaces and integration
• Full Siebel Analytics CRM implementations
• Siebel Analytics for data warehousing, extract/transform/load
(ETL), dashboards
• Quality management
• Asset management and lifecycle tracking
• 24/7 maintenance support
• Our CRM implementation offerings span all major CRM functional areas
including sales, marketing, field service, call center, quality,
channel/partner management and eService
 CRM Implementation

• http://www.youtube.com/watch?v=LboKQcGf6XM

• http://www.youtube.com/watch?v=cZkukNfVjFI

• http://www.youtube.com/watch?v=NvvstiQyBO8
Why Your CRM Implementation Is Quietly Failing
(http://www.forbes.com/sites/danwoods/2013/09/30/why-your-crm-implementation-is-quietly-
failing/#499e39b67e3c)

• Most Customer Relationship Management or CRM implementations

are governed by an incomplete vision, one that is far too internally
focused, and as a result, they are quietly failing to live up to their
potential.

• To get the most out of the massive investment that most companies
have made in time and money, it is time to pursue a grander vision
for CRM in which everyone who touches the customer is provided
with help. This approach requires expanding the capabilities and the
rewards that are typically associated with CRM.
• The amount of information collected about the customer must
increase dramatically, according to Augustin. “Instead of just having
an order history, we must seek to expand the customer record to
include everything that we know about the customer,” said Augustin.
“In essence, we must combine the type of customer profile that is
typically used by marketers or customer service apps and include that
in CRM.”

• Contextual information must be expanded so that an individual

customer’s behavior can be compared to the norm. “It is vital that
the largest possible set of information, including external sources
when possible, be used to create a more inclusive profiles to quickly
reveal to users what is unique about the customer,” said Augustin.
“For example, when a company shows that they ‘know’ me on a
personal level without being creepy, I tend to feel more valued, and
typically respond to those personalized messages.”
• The reach CRM of must be dramatically expanded to new populations
of users who interact with the customers. “It is ridiculous to limit
CRM to sales. In my view, every clerk walking the floor of a store,
every customer service rep, every repair technician, receptionists -
essentially everyone that interacts with a customer should have a
view of the customer provided by CRM. Through our research we
believe that for every user of CRM, there are at least 25 customer-
facing individuals not using CRM, but they should,” said Augustin.
“It’s not just about upselling, but about how to make the customer
happier.”
• Real-time data, big data, and data from the Internet of things will all
play a role in expanding the customer profile. “Some signals from this
broader set of information will be volatile and only useful for a short
time,” said Augustin. “Others will become part of the permanent
record.”

• While CRM in its current form is used quite frequently from mobile
apps, the new apps that are created to support the larger vision must
also be mobile. “The ability to rapidly and affordably create custom
mobile apps for each audience of the broader vision of CRM will
become a differentiator,” said Augustin.
• The successful companies reengineered their business processes,
executives spearheaded the effort, corporate objectives and goals
were communicated, all personnel levels were actively involved, and
technology was not the key-driving factor for the CRM initiative. The
successful companies understood that successful customer
relationship management is controlled by the way they conducted
business.

• Automation is an important component of CRM, but it should be the

last component considered. The technology solution must be
selected based on your measurable business objectives,
reengineered business processes and customer requirements.
 CRM Success Stories

• http://www.crmnext.com/success-stories.aspx

• http://www.infosys.com/crm/success-stories/pages/index.aspx