Page 208 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Unit 8: Managing Customer Relations

Step 9: Solution Support Notes

Effective support from solution providers should provide the lubrication to ensure smooth
running and investment returns meeting expectations. What are your expectations and needs
both pre- and post-implementation?
Set out your needs for fine tuning post-implementation, as the use of the solution evolves to
accommodate new requirements such as additional data feeds, the development of models, or
the creation of new campaign templates.
Think about the challenges ahead and the skill sets you will need from your chosen vendor. Do
they have the necessary experience to join up, enrich, and manage the dialogue that you wish to
have with your customers?
Look for companies that combine strengths in business consulting, technical implementation,
professional services, and account management.

Step 10: People and Processes

Finally, consider the implications of introducing a customer management system to your business
and the impact this will have on the people and the processes they are responsible for.

 Identify teams which will be impacted from introducing the new technology and start to
engage with them at an early stage to get their buy in. One of the main reasons why CRM
projects fail to realise their potential is lack of engagement in the early stages of the
project.
 Asking for their involvement is less likely to be confrontational than announcing
significant changes further down the line.
 Identify key players in your organisation who can help support the project and are
influential with senior executives. Communicate regularly with key stakeholders
providing regular reminders of the expected benefits of the project to keep the momentum
up.
 As you refine your view of requirements for data, analytics, and platform technology, sit
down with teams and work through the key processes which the solution will need to
support, identifying significant changes to current practice.
 Identify individuals and any additional training that they will require to support or use
the solution, e.g. data or platform specific.
Self Assessment

Fill in the blanks:
1. There are ................. techniques of managing customer relations.
2. Importance of channels is defines in step ................. of managing customer relations
3. ................. are often held within email service provider databases or in-house operational
databases focused on delivering and managing email campaigns.
4. Full form of CEM is ................. .
5. Defining your feedback loops from ................. to ensure the right data feeds on results is
significant.

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