Stakeholder Expectations from a CRM Application
The success of a CRM implementation lies in its acceptance for use by the various stakeholders. The stakeholders vary depending on the industry and application in question. Some of the stakeholders commonly involved in CRM are top management, marketing managers, retail sales agents / call center agents / field sales agents, customers using self care applications, dealers and product managers. Each stakeholder has their own set of expectations from the CRM system. Based on my experience in working with some of these stakeholders, I have listed below some of their expectations:
1. Enhanced customer experience leading to improved top-line.
2. Reduced Total Cost of Operations resulting in improved bottom-line.
3. Improved business reporting leading to better governance.
4. Company branding through Improved Customer Service and diverse innovative product portfolio.
1. Correct customer segmentation based on various parameters.
2. Effective tracking of marketing budgets.
3. Effective Campaign Management.
4. Effective closed loop marketing.
5. Use of appropriate treatment for marketing campaigns based on customer segments, to reduce marketing expenses.
6. Event planning.
7. Remote application usage (synchronization between laptop and PDA’s).
8. Performance monitoring for dealers.
Retail Store Agents / Call Center Agents / Field Sales Agents:
1. Ease of navigation.
2. High speed.
3. Availability of 360 degree view of the customer.
4. Easy context sensitive help features.
5. Mistake proofing.
6. Validations to prevent duplication of data (e.g. customers, products etc).
7. Pop-up messages for warnings, disclaimers etc.
8. Profiling as per area of work (display only “need to know” information).
9. Display prioritized list of activities.
10. Pre-intimation / training of new features / messages from time to time.
11. Pre-intimation of scheduled maintenance activities.
12. Faster, accurate calculation and disbursement of incentives.
13. Reduced work with other applications / manual paperwork activities / SSO.
14. Increased level of integration with other systems to offer seamless customer service.
Customers using the Self Care channel:
1. Ease of navigation.
2. Facility to search products and services easily.
3. Facility to chat with an agent in case of any product/service related queries.
4. Facility to see all the charges (fixed, recurring, usage related) associated with the product / service.
5. Display of “Hot Offers”.
6. Ease in bundling products and services.
7. Up-sell and cross-sell of products and services.
8. Minimal screen refreshes.
9. High speed.
10. Guided user help.
11. Mistake proofing.
12. Order / fault acknowledgement.
13. Frequent status updates (on site / through SMS / through email etc).
14. Facility to update/cancel already raised orders/faults.
15. Facility to make online payments, view bills, view usage pattern etc.
16. Automatic accrual and quick redemption of loyalty points.
1. Reduced time to market.
2. Facility to bundle / un-bundle products and services easily.
3. Introduction of ‘availability / compatibility’ and other rules for the products quickly without help from technical support.
4. Facility to provide comparison of products (with in-house products / competitors’ products).
5. Facility to attach user manuals, collaterals etc to products that will help in increasing the sale of the product.
6. Facility to quickly introduce / modify / withdraw products without technical involvement.
Dealers / Partners:
1. Self care functionality.
2. Sharing of opportunities to and from the company.
3. Joint marketing with the company.
4. Accurate calculation and speedy disbursement of incentives and compensations.
5. Automatic accrual and quick redemption of loyalty points.
Neglecting these expectations while selecting / designing the CRM system may cause several implicit or explicit change management issues. Explicit issues could be in the form of resistance to adopt the new CRM system by agents, dealers etc. Implicit issues could be customers preferring email, call center as the communication channels instead of the self service channel, leading to increased cost of operations. Thus, management of these stakeholder expectations is one of the most important factors deciding go/no-go decisions for the CRM Application.