Customer Relationship Management: Organizational and by Federico Rajola

By Federico Rajola

Companies and fiscal associations are using operational details structures in an effective method. whereas they've got consolidated a robust point of information in administration info structures, there's nonetheless an absence of data at the correct solution to observe buyer dating administration (CRM) structures below a enterprise viewpoint. many of the businesses are nonetheless having difficulties in comparing how CRM can meet with the anticipated effects. the extent of complexity is perceived either below a technological and organizational standpoint. a whole innovation approach and heavy switch administration tasks could be ensured which will have powerful and profitable structures. This publication deals an excellent theoretical and useful viewpoint on the way to face CRM tasks, describing the main applicable applied sciences and organizational concerns that experience to be thought of. a few explaining situations were integrated as well.

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Today BMPS has completed the installation of many of the CRM systems and is currently busy developing and integrating further services. The problems encountered by BMPS while designing the mentioned projects were: a) b) Internal: • Culture shock and speed of change (BMPS used to be focused on accounting/administrative problems and not on customer-oriented ones), • Alignment of business and technological competencies, • Realization of projects was hardly coherent with initial design (new problems were faced with old interpretation criteria).

As a matter of fact, it has to be borne in mind that end users are used to an operational system and lack the knowledge necessary to perform data analyses (McKeen, Smith, 1996). While, on the one hand, the diffusion of graphic interfaces and user-friendly systems has encouraged the spread of analysis tools, thus rendering user training simpler, on the other hand there is often a lack of the knowledge necessary to undertake analysis of activities in such a way as to yield satisfactory results (Rossignoli, 1997).

Use of statistical and data mining tools forced the bank to redefine internal competencies and to introduce new resources with sufficient skills so as to ensure project quality standards, with a view to aligning business and technology. 6. Comit's activities demonstrated how one of CRM's components is actually capable of enhancing knowledge of customers that has previously been ignored, through direct exploration of the bank's data heritage. 7. The management's commitment was important in this, as was the ability to combine business and technological competencies in a synergistic manner.

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