Page 145 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Customer Relationship Management

Notes Sales agents access client policy information through a Web-based portal in Microsoft
Dynamics CRM. This was made possible due to G4V using the Microsoft® .NET Framework
to develop two-way integration between Microsoft Dynamics CRM and Legis. Sales and
marketing agents can now manage these functions from their desktops and the toolset
provides native integration with Microsoft Office Outlook® software. Sales agents use the
system to:

 Report their daily interactions with brokers and customers and extract relevant data
when they need to compile management reports.
 Access financial information about their clients from Microsoft Dynamics CRM.
Track client policy life cycles and customer histories without having to go to different
units within the company to compile the information.
Benefits

Since deploying Microsoft Dynamics, managers can see the interplay between, staff,
customers, and agents and brokers in a way that promotes better management. CRM task
and schedule management features ensure that outstanding issues are not left unattended.
Oladele says: “With everyone having access to customers’ histories, we are in a position to build
trusted relationships with our clients. Everything about our relationship with a client today depends
on issues we shared in the past. We are better able to keep our service promises.”
 Enhanced customer retention: With better tracking of new customer leads and client
information at their fingertips, sales agents have strengthened customer loyalty
and increased sales figures.

 Reduced administration and greater productivity: Oladele calculates that customer-
facing employees save an average of an hour a week—time that was previously
spent on administration and paper work.
 Integration with existing IT assets: By using the .NET Framework development
system, Leadway has successfully integrated its existing business management
system with the CRM software without the need for expensive third-party solutions.
 Automated reporting for senior managers: Senior managers now have improved
visibility over the whole business. Analytical reports are available in real time so
they no longer have to wait for paper reports that could be out of date when produced.

 Increased cross-selling opportunities: Better and more simplified access to client
information has improved the potential for cross selling. Previously, customer data
was stored in a table and sent around the company through the e-mail system.

Questions:
1. What are your observations about the case?
2. Do you think the benefits expected were actually achieved?

Source: http://www.microsoft.com/casestudies/Case_Study_Detail.aspx?casestudyid=4000005180
5.4 Summary

 CRM is a complicated yet fruitful process by which a company gains enormously, if
deployed properly. To process the data effectively many e-CRM solutions are available
and a firm has to choose the best possible solution to suit the needs of the firm.
 The benefit of e-CRM should not be lost in the cost and time to process the information
and as such the significance of a solution depends upon its simplicity and authenticity of

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