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Amity Business School

Problem Identification in CRM Technological Implementation


Presented By: Harsh Shadija Vishal Mishra Nikhil Sehgal Nitish Ahuja Prashant

Company Profile

Amity Business School

Established in 1934 Nirulas today are a diversified group having a chain of Elegant Business Hotels, Water Service Restaurants, Family style Restaurants, ice Cream Parlours, Pastry Shops and Food 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 to Delhi in 1928. In 1950, Nirulas started the Chinese Room which was the first restaurant of its kind in India. Nirulas created history by being the first 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 were started in 1979.

SWOT Analysis
Strengths Diversified group having a chain of Elega nt Business Hotel, Family style Restaurants, Water Service Restaurants, ice Cream Parlors, Pastry Shops and Food Processing Plants in India 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 economical price. The hotels are strategically located in the hearts of Delhi and Noida. Serves a wide range of foods across its outlets. Few of the Eco Friendly Organizations who have put in efforts to save environment.

Amity Business School

Amity Business School

Weakness Even though Nirulas selects its Franchisees on the basis of stringent parameters but it still depends on the Franchisee for performance of the outlet. Opportunities Opening of more Hotels and restaurants in and around Delhi and in major metro 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 for money. Changing Social Culture and Eating Habits: As one says the McDonization is going across the globe, Nirulas has to work hard to keep up the variety, quality, price and value of its products.

CRM Strategy

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Future Plans With the companys aggressive plans to expand all over India and open as many as 150 or more restaurants, the existing IT infrastructure required a complete revamp. "We have decided to change over to newer technologies to help in the operation of our restaurants 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 management portals are some of the solutions Nirulas is looking forward to. Since the Internet shopping cart generates a fair amount of business for the company, it is being rebuilt and will be launched soon. The website has also been overhauled and a new website launched. In order to better manage orders generated at various locations and to ensure that orders are delivered on time, the delivery service will soon be managed by Nirulas from a central place.

Need for Technology in CRM

Amity Business School

With an explosion of choice in product and service selection winning more business is getting tougher each year. Reaching and nurturing customer relations are essential for a small business to survival. Central to managing any customer relationship is CRM or customer relationship management software. Discover the necessary survival strategy of managing customer relations with the technology of today. Gone are the days of marketing to your potential customer base and sitting back to reap the rewards of a great ad campaign. Gone are the days of grabbing the hottest leads and forgetting about the warmer less inclined to buy now clients. Gone are the days of using a simple notebook or excel spreadsheet to collect your lead list.

Amity Business School

CRM is more than a simple implementation of new technological solutions for a company. It is an entire strategy to understand better and in more depth a customers behaviors and needs, so that the firm is able to improve its existing relationships with the customer. This means that it proves to be more of a business philosophy than a technical solution for helping to deal more efficiently with customers. Still, a successful implementation of customer relationship management programs leans heavily on the utilization of technology. It is easy to see why things can go wrong in putting such a new program into place.

How to implement CRM


Amity Business School
The implementation of a customer relationship management (CRM) strategy is best treated as a six-stage process, moving from collecting information about your customers and processing it to using 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 have an 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 of their profits. Using CRM to gain a better understanding of your customers' needs, desires and self-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 complaining customers often take up a disproportionate amount of staff time. If their problems can be identified and resolved quickly, your staff will have more time for other customers.

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Problems in Technological Implementation

Challenges of CRM Implementation

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three challengesstressed in different ways throughout this 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 and implement a quality CRM approach reactions to changerefers to the real resistance that human beings experience when asked to change traditional approaches

Amity Business School

There could be a lack of commitment from people within the company to the implementation of a CRM solution. Adapting to a customer-focused approach may require a cultural change. There is a danger that relationships with customers will break down somewhere along the line, unless everyone in the business is 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 what information you need and how to use it. Weak leadership could cause problems for any CRM implementation plan. The onus is on management to lead by example and push for a customer focus on every project. If a proposed plan isn't right for your customers, don't do it. Send your teams back to the drawing board to come up with a solution that will work.

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Training: " Initial training must show the salespeople how to use the basic CRM features. Follow-up training sessions must allow for feedback into what salespeople have experienced and capture ideas for improving the system. Teach salespeople how to use CRM effectively because you can't be constantly looking over their shoulders every minute of the day. Develop processes that require them to use CRM. Not upgraded to the latest software version: CRM is continually evolving, firms that do not use the software consistently will be left behind their competitors. CRM software must continue to evolve with the business. Initial implementation is not the end game; increased sales is the goal.

Amity Business School

The CRM project manager is viewed as an administrator rather than a liaison between the IT and the business, tracking development progress against requirements and success metrics. Business analysts do their job and leave. Instead they should participate in CRM development through implementation and deployment, ensuring conformance to requirements every step of the way The business sponsor sees himself as a lead visionary, happy to preach the doctrine of customer loyalty but nevertheless reluctant to take charge.

Amity Business School

Security concerns: A large challenge faced by developers and users is found in striking a balance between ease of use in the CRM interface and suitable and acceptable security measures and features. Corporations investing in CRM software do so expecting a relative ease of use while also requiring that customer and other sensitive data remain secure. This balance can be difficult, as many believe that improvements in security come at the expense of system usability. Poor planning: Initiatives can easily fail when efforts are limited to choosing and deploying software, without an accompanying rationale, context, and support for the workforce. In other instances, enterprises simply automate flawed client-facing processes rather than redesign them according to best practices. Poor integration: For many companies, integrations are piecemeal initiatives that address a glaring need: improving a particular client-facing process or two or automating a favoured sales or client support channel. Such point solutions offer little or no integration or alignment with a companys overall strategy. They offer a less than complete client view and often lead to unsatisfactory user experiences.

Amity Business School

Trying to implement CRM as a complete solution in one go is a tempting but risky strategy. It is better to break your CRM project down into manageable pieces by setting up pilot programs and short-term milestones. Consider starting with a pilot project that incorporates 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 sure that you can expand your systems if necessary. You need to carefully consider what data is collected and stored to ensure that only useful data is kept.

Overcoming the Hurdles to Successful CRM Implementation

Amity Business School

Customer relationship management or CRM is the methodology and tools of finding, communicating, and retaining your best customers. Software programs such as GoldMine or ACT! or subscription services like Salesforce.com help you build lead lists, merge mail, handle contacts, and assess the results of your marketing campaigns. Many larger corporations have failed at successful implementation of CRM. While its easy to blame the software or incompetent staff, the real issue lies with employee motives, time, and training

Amity Business School

Use these success tactics for overcoming the hurdles you will encounter with CRM:
Make Time: Whether you are the only user of CRM software or have a staff, its critical to set aside time each week for using the technology. Like any new business application, regular use will reduce time and help you see the rewards of CRM. Spot Check: My own experiences with customer relationship management tools found employees aren't only reluctant to adapt a new technology but outright resist the sales lead component of CRM software. For under performers, tracking leads reveals their true incompetence. I have witnessed sales personal enter in fake names and numbers to avoid the scrutiny of a sales manager. Successful implementation of CRM requires periodic spot checking of lead entries and even calling leads to see if they exist. Get Trained: A large part of setting aside time is learning the new tools of CRM. Learning typically follows a U-shaped curve with the initial phase being difficult till it peaks and learning accelerates. Be patient and in no time you will master the must have tools of CRM.

Benefits of a CRM System

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Shared or distributed data As companies realize that customer relationships are happening on many levels (not just through customer service or a web presence), they start to understand the need for sharing all available data throughout the organization. A CRM system is an enabler for making informed decisions and follow-up, on all the different levels. Cost reduction A strong point in Customer Relationship Management is that it is making the customer a partner in your business, not just a subject. As customers are doing their own order entry, and are empowered to find the info they need to come to a buy decision, less order entry and customer support staff is needed. Better Customer Service All data concerning interactions with customers is centralized. The customer service department can greatly benefit from this, because they have all the information they need at their fingertips. No need to guess, no need to ask the customer for the n-th time. And through the use of push-technology, customer service reps can lead the customer towards the information they need. 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 the need of the customer. The customer experience is greatly enhanced.

Amity Business School

Better Customer Retention If a CRM system can help to enchant customers, this will increase customer loyalty, and they will keep coming back to buy again and again, hence customer retention. Loyal customers Need I say more? Q.E.D. More repeat business The repeat business is coming from the delighted customers, who are turned from doubting clients into loyal advocates. More new business If you are delivering the ultimate customer experience, this will seed the word-of-mouth buzz, which will spawn more new business. More Profit! More business at lower cost equals more profit.

Amity Business School

Increased Customer Satisfaction The customer feels that he is more "part of the team" instead of just a subject for sales and marketing (the proverbial number), customer service is better, his needs are anticipated. There is no doubt that customer satisfaction will go up. If the products sold exceed the customers expectation, of course, no CRM system can help you with shoddy products. In my opinion, the term satisfaction is a contaminated. Many companies think that if customers are 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.

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