Page 344 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Unit 13: Emerging Trends in CRM

6. Decreased Costs Notes
(a) Decreased low value work for sales reps.
(b) No duplication of effort due to shared schema.
(c) Focused campaigns reduce wastage of resources.

(d) Reduced communication costs.

Current Trends in CRM
As CRM matures, distinct trends are emerging.
Hosted Solution: Enterprises are increasingly showing an interest in buying a hosted solution
from the ASPs.
This trend is likely to increase as the enterprises would prefer to concentrate on their core
businesses and let the ASPs provide updated solutions.
Integrated Solution: There is an increasing trend to integrate the CRM activities with the supply
chain, manufacturing and B2B market-places. This trend is likely to increase.
Evolution of marketing and branding services: Internet marketing and branding is a different
paradigm with a different set of rules. With the convergence of marketing and CRM, professionals
providing specialised services are fast emerging.
Data Warehouses: Even as enterprises rush to warehouse their own data captured at interaction
points, data has become a commodity. It can be bought, sold, shared and leased. There are
companies whose only business is trading in data transactions.

13.1.3 CRM in India

Software is to India what oil was to the Gulf. It is therefore no surprise that Indian companies,
too, are jumping into the CRM bandwagon to seize a chunk of the global market, both products
as well as services.
With its vast talent pool, India is fast becoming an important development base of major CRM
companies. This trend is likely to increase in the future. Call centres, catering primarily to the
American and European markets are coming up in and around the metros. With the easing of
infrastructure constraints, India is likely to emerge as a significant player in this segment.
Adoption of CRM by Indian companies is at an infancy stage. The CRM enabled companies
include Modi Xerox, Tata Telecom, TVS Electronics, HP India, Tata Infotech, Carrier Refrigeration,
Tata Teleservices, Satyam Infoway, Planet M, and Epicentre Technologies, among many others.

India even has a CRM Foundation in New Delhi, founded with the purpose of assessing and
improving CRM practices. Founding members include Tata Telecom, Escotel, Modi Xerox, Global
Groupware, AC Nielsen, Carrier Aircon, and Motorola India, among others.

13.1.4 Critical Success Factors

A CRM solution is not a stand-alone solution that could be implemented in isolation to the
enterprise information system. It marks a shift of focus from product centric planning to customer
centric planning. A prudent CRM strategy is essential for a successful adoption of CRM. Some of
the critical success factors that must be evaluated are:
1. Identify the mission, objectives and goals: Technology has radically changed the business
environment. A detailed business strategy analysis lays the foundation for engineering
an information system for the enterprise that will fulfil the current and the future needs of
the organization.

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