Discussion Questions- CRM model implementation at Minitrex
Customer Relationship Management or CRM is implemented within a firm to establish good relations with customers. Organizations implement CRM so that satisfaction levels of customers can enhance (Kim & Pan, 2006). At Minitrex, customer issues are occurring, and issues can be resolved after implementing proper CRM strategies.
Reasons behind poor customer management at Minitrex
At Minitrex, clients are dissatisfied because they are getting an increasing number of calls, and it is not possible to attend unnecessary calls from various departmental divisions of the company. They are showing concerns regarding the same problem. Nevertheless, receiving a client’s data is not possible for different divisions within the firm. At Minitrex, the client’s information is not shared among different divisions, and therefore, representatives are unaware that they are calling a customer multiple times. The current system at Minitrex does not keep customer’s data in a recorded system, and it aggravates the issues. The organization is not aware of the client’s number of calls. Hence, individual representatives feel that they are calling the customer for the first time. This indicates the poor customer management system at the organization. The issue can be resolved by timely implementing a CRM model. The purpose would be to store customer-related data in a single system and make the data accessible for members of the department. Sharing the data would clear the confusion, and representatives are less likely to call a customer multiple times unnecessarily.
Outlining the necessary steps for CRM implementation
The issues regarding customer service and poor management at Minitrex can be resolved by implementing a well-defined framework. The CRM framework must resolve the issue of multiple calls that customers are getting repeatedly from multiple departments. Every division of the firm must ensure the placement and usage of proper records of customers. Bettman is supposed to create a well-defined division-centric plan. The plan must incorporate all the necessary components, such as people, process, and technology. The customer service representatives should be aware of their duties and tasks. Creating awareness is likely to generate better results or outcomes for the firm. The reputation and success of the firm lie in the implementation of a well-rounded plan. The implementation process should be followed by the evaluation process (Nguyen, Sherif & Newby, 2007). Bettman can consider hiring a business analyst. The professional would ensure data analysis and would handle company-related issues. The expertise of the Business Analyst would help in problem elimination and handling of organization based issues.
Again, appointing a sales associate would also resolve the customer-related issues occurring at Minitrex. The sales associate should also increase the sales leads of the organization. Proper guidance, along with training, would resolve the organizational issues. The need of the hour is a collaboration among the team members and ensuring that members are aware of their duties and responsibilities. Bettman needs to integrate business processes. The level of misunderstandings among the customers and service providers can be resolved by integrating the business processes. The current issues at Minitrex are due to mismanagement and poor communication. The customer-related contact details must be available to every departmental division (Rahimi, 2005). Technology can be useful in this case. Contact System Management would be effective if implemented properly. Close collaboration and understanding between Blumfen and Hopkins should be encouraged, and Bettman must convince both of them to engage. The Client Contact Structure can be useful for identifying the relevant information and combining it. Every department must be included in the plan. Moreover, the Client Organization Structure can be incorporated into the plan. The bills and instalments of customers can be recorded there. Slightest errors should be managed effectively.