Define Plexipave for A failed CRM implementation.
It describes the various aspects of the Customer Relationship Management. The objective is to evaluate the critical anlaysis of the customer relationship management in the perspective of the Plexipave implementation. It enables to determine the customer relationship management & their relations with enterprise system, explain different process of CRM and wrong with Plexipave’s CRM and improvement strategy. Indeed, Plexipave is the producer of acrylic sports surfacing. Acrylic sport surfaces is established in the commercial, agency, tournament locations and residential involving Tennis Asia, the David Cup and Indian Wells. It is the part of California Products Corporation as a producer of coating and paints. It is located in Andover, MA. California started production of the Plexipave. It is the oldest producer of acryulic tennis court surfaces in all over the world. Further, Enterprise system is a big scale software packages that helps business process, reporting, information flows and data analytics in composite company. It has three kinds of enterprise systems such as ERP system, CRM and enterprise planning systems. Plexipave is the correlated with customer relationship management. CRM is the part of enterprise system. So, both are interrelated in their business term at the current market condition. (Motiwalla & Thomson 2012).
CRM is a agreement that relates to strategies and technologies to handle data and assisting in customer retention, improving business relationship with customers and forcing sales growth. In the other words, It is designed to collect information on customer variety channels or point of channel between the organization and the customer that involves the organizations, live chat, telephone, direct mail, social media and marketing materials,. Further, The relationship between enterprise and CRM can be complicated for someone who has started searching for CRM solutions for their business. There are several small business person offering many editions, It is an easy to get confused when business required enterprise CRM. Enterprise system CRM solution such as SAP, Salesforce and Microsoft Dynamics are planned for larger and flexible business with customer facing departments databases. It allows for a high degree of automation such as generating alerts when problem increase. (Baran & Galka 2013). Enterprise system can be more expensive as compared to CRM standard. Most of price will be attribute on time and effort involving in customizing the deploying and system. The extra price involves robust support for issues such as creating mobile applications and training. Enterprise system has three types of system such as supply chain management, CRM and enterprise resource planning. Here, CRM was created to find the requirement to increase the sales department productivity. Supply chain management relates to collection of tasks, equipment, data, people and resource required to produce products from vendor to a customer. The enterprise resource planning software integrates business process such as finance, inventory management, purchasing and human resources. In the regard of ERP system, it integrated software modules such as quality management, sales, accounts receivables, share data and communicate. Enterprise system is an useful in the Plexipave’s kinds of small business organization. It helps to raise the employees productivity, business knowledge and reduce the duplication of organization data. Plexipave’s kinds of enterprise system attributes offer specific profit such as improved response to the raised work quality, marketplace, greater staff collaboration, support of teamwork and efficiency. (Kumar & Reinartz 2012).
[Chart 1, (Source: Motiwalla & Thomson 2012)]
CRM process is determined as the activities performed by the company relating the CRM. The purpose of the CRM process is to form customer perception of the company and its products through building customer relationship, developing customer knowledge and indentifying customers. It is the categorized into horizontal and vertical process, back office process, primary & secondary process and front-office process. (Fjermestad & Robertson 2015). These are the different process of the CRM that is described below:
Customer facing level CRM process: It is a process that manage termination, maintenance, customer relationship initiation and across all customers to raise the value of the relationship portfolio. The customer facing CRM process includes relationship maintenance, relationship termination and relationship initiation. (Reinartz, Krafft & Hoyer 2004). Further, maintenance process involves the activity that portray customer relationship such as retention program and up & cross selling. (Makkar 2012). It is helpful to maintain CRM strategy process in the competitive business environment. So, organization should follow the current process of CRM strategy to survive in the market. Termination process involves bad relationship for used to find and settle on ending. Initiation process involves activity that take place before early stage of the relationship. Furthermore, this context shows the significant of coordinating information across period to handle the whole customer relationship systematically. It is the significant process of CRM that related with the Plexipave’s. (Rababah, Mohd & Ibrahim 2011).
Customer oriented CRM process: It covers the customer activities performed to satisfy a need to solve a problem. The customer is the king of market and it is the wholesale of the market. So, process should be based on customer oriented that attract people to follow them. The customer oriented CRM process has three kinds of process such as delivery, analysis and support process. CRM deliver process is known as part of customer process involving campaign, service, complaint, sales management process. CRM analysis process is the analyzing the gathored knowledge of CRM process involving lead management, segmentation, feedback, customer profiling and knowledge management. CRM support process deals with supporting objective by the market research process. (Kim & Kim 2009).
Cross functional CRM process: It is based on holistic approach such as performance assessment process, strategy development process, the information management process, value creation process and multichannel integration process. The value creation process is based on the outputs of the development process. The value of the customer receives, the organization receives, maximizing the lifetime value of desired customer are the significant elements of the value creation process in the perspective of the Plexipave implementation. The strategy development process covers the reciprocal set of strategic process that provides the detail overview of the company strategy. The information management process is collected from develop clear proper marketing responses. Performance assessment process is an assuring of achieving the company strategic objective in terms of CRM. It includes observing of the CRM activities to getting customers feedback regarding CRM implementation in the organization. (Makkar 2012).
CRM macro level process: It relate to the undertaken activities of the company to develop market intelligence. The Plexipave’s can leverage to construct and survive a profit-raising portfolio. Macro is the part of economic of the country that helps to evaluate the current economy condition. It is helpful to predict the future growth of the organization. The interaction management processs and knowledge management process are dependent on the technological and human resource of the company. (Kim & Kim 2009). Knowledge management process has three types such as data collection, intelligence dissemination and intelligence generation, Data collection relate to the collection of information to the customers. The intelligence generation relate to the discussion of the colletion information into desire to be disseminated in the intelligence process across the company to all staff who has relation with customers. (Rababah, Mohd & Ibrahim 2011).
(Source: Rababah, Mohd & Ibrahim 2011)
Wrong (failure) with Plexipave’s CRM strategy and improvement: These are the significant failure with Plexipave’s CRM strategy that is described below:
Wrong with the McGraw-Hill/Siebel-hosted CRM application:
Plexipave’s bought this hosted CRM and five seats to test the program. The system went live without cover the development of it. The internal users were trained by presentation and computer based training. There were no proper training program that is wrong with McGraw-Hill/Siebel-hosted CRM application. (Fjermestad & Robertson 2015). The another main wrong thing with Plexipave’s is outside the US. But, McGraw Hil didn’t extend its abroad services. So, the hosted CRM followed the suit and enter abroad postal codes. Plexipave’s salesman travel field, there is no proper internet facility or technology to integrate the use of remote CRM strategy. They don’t provide any guideline that how to operate the software and several lacked the knowledge to understand the strategic benefit that could be dedected from CRM programs. Plexipave’s director was wavered due to numerous issues from the salesman that the program developed an unnecessary work. The Doge representative offered extra training and updates. The director was explored the executation and as result hosted CRM was a failure. (Liao 2010).
Conclusion:
On the basis of above analysis, concluded that clear the customer relationship management & their relations with enterprise system, different process of CRM and wrong with Plexipave’s CRM and improvement strategy as well as high caliber to adopt new technique in Plexipave’s helps to achieve its competitive position in the market. It is matter of fact that execute CRM program faced with failure in several sectors. The clear idea about the CRM and its aspect such as scope, process, definition and technology is still limited. The knowledge of the main component of the CRM initiative is significant for success.
These are the significant recommendation of the Plaxipave’s CRM implementation strategy. Plaxipave’s should produce innovative product as per customer choice that help to maintain customer relationship management. Plaxipave’s should expand their business market in the worldwide to sale their profitability and sales. It would be beneficial for the Plexipave’s growth and development. (Rababah, Mohd & Ibrahim 2011). Plaxipave’s should focus on marketing about their product features as compare to competitors organization. They should tell customers about extra quality of the product feature of the organization. So, people will prefer to buy them. Plaxipave’s should deliver low price with high quality product as compared to competitor organization that would raise the sale of the organization. A high sales generate the revenue of the organization that is helpful in the competitive market to extend their business in the competitive market. (Motiwalla & Thomson 2012).
References
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Baran, RJ, & Galka, RJ, 2013, CRM: The Foundation of Contemporary Marketing Strategy, Routledge, Sydney.
Blumberg, DF, 2016, Managing High-Tech Services Using a CRM Strategy, CRC Press, Melbourne.
Buttle, F, & Maklan, S, 2015, Customer Relationship Management: Concepts and Technologies, Routledge, Sydney.
Fjermestad, J, & Robertson NC, 2015, Electronic Customer Relationship Management, Routledge, Sydney.
Giachetti, RE, 2016, Design of Enterprise Systems: Theory, Architecture, and Methods,
CRC Press, Sydney.
Kim, HS, and Kim, YG, 2009, A CRM performance measurement framework: Its development process and application, Industrial marketing management, 38(4), pp.477-489.
Knox, S, Payne, A, Ryals, L, Maklan, S, and Peppard, J, 2007, Customer relationship management, Routledge, Sydney.
Kumar, V, & Reinartz, W, 2012, Customer Relationship Management: Concept, Strategy, and Tools, Springer Science & Business Media, New York.
Lairson, MG, 2010, Oracle Crm On Demand Dashboards, Tata McGraw-Hill Inc, Sydney.
Liao, H, 2010, April. SaaS business model for software enterprise, In Information Management and Engineering (ICIME), 2010 The 2nd IEEE International Conference on (pp. 604-607).
Makkar, 2012, Customer Relationship Management, Tata McGraw-Hill Education, Sydney.
Motiwalla, & Thomson, 2012, Enterprise Systems for Management, Pearson Education Inc. New York.
Rababah, K, Mohd, H, & Ibrahim, H, 2011, Customer Relationship Management (CRM) Processesfrom Theory to Practice: The Pre-implementation Plan ofCRM System, International Journal of e-Education, e-Business, e-Management and e-Learning, 1(1), p.22.
Sheth, JN, & Parvatiyar, A, 2011, Customer relationship management: Emerging practice, process, and discipline, Journal of Economic and Social research, 3(2), pp.1-34.
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