CRM Implementation: How To Build A Customer Centred Enterprise Successfully.

Adeniyi Salau

2 years ago

CRM Implementation: How To Build A Customer Centred Enterprise Successfully.

Before CRM can be implemented in any organisation, there are some basic things that must be put in place so that the whole process will not fail.

#1 Business Focus

Any product-centred organisation that wish to now make customers the deciding factor of its activities must communicate its new business focus to its customer.

As we all know that the main reason why businesses are established is to make a profit, it is not so in a customer-centric enterprise.

This is because, when you are embarking on a customer-centric enterprise, profit will not come early because you have to divert your resources to customer satisfaction.

I can assure you that when you have a loyal customer, your profits will be in leaps and bounds.

#2 Organizational Structure

This is another thing you have to address if you wish to embark on a customer-centric enterprise.

There is a need for you to have a flexible organizational structure so that decision-making will not be delayed.

You must not have an organizational structure that makes access to information about customers difficult. You don’t need an organizational structure where the C.E.O. will have to approve a change of address of customers.

Under the new organizational structure, staff and partners relating to customers must be able to resolve customers’ issues without having to leave their tables.

#3 Business Metrics

Another thing that is needed for a successful evolution into a customer-centric enterprise is Business metrics.

When we talk of this, we are talking about means of knowing whether we are succeeding or not.

A customer-centric enterprise must be able to decide at every point in time where they are as well as what they need to do in order to move forward.

#4 Marketing Focus
In a business environment, most especially in a product-centric enterprise, organisations tend to judge their performance based on how many of their products are purchased.

They will say Dangote cement can dictate the price of cement because it has the largest market share in the cement industry in Nigeria.

In a customer-centric enterprise, it is a different ball game: a customer-centric enterprise will never compete for market share but their primary objective will be how to meet the need of their customers and how to meet customers at the right place with the right products and services.

#5 Technology

A serious-minded customer-centric enterprise must-have technology at its beck and call.

This is to prevent customers from being frustrated. It also presents customers with various channels through which they can be served.

Implementation Challenges

#1 Technology Infrastructure Management

We have said that, in rolling out a customer-centric enterprise, technology must be present.

Various applications must be deployed in order to ensure that customers are left with a variety of choices.

Note that, any technology that will be deployed must be scalable, flexible and must not contradict what the organisation already has on the ground.

#2 Change Management

It has been said that one of the reasons why many l.T projects failed, was because the employees were not properly integrated into the new system.

Many times, top management just come up with the suggestion of deploying an l.T technology without the proper education of the employees who are likely to revolt against the innovation.

An organisation that wants to migrate to a customer-centric enterprise must properly sensitize its employees.

They must be made to see the reason(s) why the business philosophy has to change. Tell them that “Employees loyalty is customer’s loyalty”.

#3 Project Management

In any l.T. project, you need a Project Manager who is very conversant with what you are about to do.

Although it has been said that no two I.T projects are the same, it should be stated here that before migration to a customer-centric enterprise can be successful, there must be a Project Manager that knows what it takes for an organization to be customer-centric.

He is the one that will oversee the project from the beginning to the end.

SUMMARY
In this chapter, we have looked at what E-CRM is and we said, it is a web-based CRM that allows customers to relate with the organisation across multiple channels. We also looked at some of the differences between traditional CRM and E-CRM which includes the fact that:

E-CRM is web integrated CRM;

F-CRM technology and architecture differ from conventional CRM;

E-CRM has heightened interactivity;

E-CRM renders an enterprise ‘web experience’; and

E-CRM is the CRM concept that tries to integrate multiple channels through a web access point.

We also looked at some concepts under ECRM implementation which includes Business focus, organizational structure, business metrics, marketing focus and technology.

Above all, we said that, in implementing E-CRM, an organization must be involved in technology infrastructure management, change management, and CRM project management.

Brainstorming Session

Examine the difference between CRM and E-CRM?
Why do you think many organisations are establishing call centres for their customers?

Which is the most important? CRM or E-CRM.

Examine the differences between CRM and E-CRM.

What sonic of the implementation challenges of CRM.

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Action Point
PS: If you would like to have an online course on any of the courses that you found on this blog, I will be glad to do that on individual and corporate levels, I will be very glad to do that I have trained several individuals and groups. They are doing well in their various fields of endeavour. Some of those that I have trained include staff of Dangote Refinery, FCMB, Zenith Bank, and New Horizons Nigeria among others. Please come on Whatsapp and let’s talk about your training. You can reach me on Whatsapp HERE. Please note that I will be using Microsoft Team to facilitate the training.

I know you might agree with some of the points that I have raised in this article. You might not agree with some of the issues raised. Let me know your views about the topic discussed. We will appreciate it if you could drop your comment. Thanks in anticipation.

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