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interneta bibliotēka
Atlants.lv bibliotēka
Successful Implementation of CRM System
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Publicēts: 03.10.2011.
Valoda: Angļu
Līmenis: Augstskolas
Literatūras saraksts: 42 vienības
Atsauces: Ir
Laikposms: 2010.g. - 2010.g.
Nr. Sadaļas nosaukums  Lpp.
  Table of Contents    2
  Summary    4
  Introduction    8
1.1.  Problem statement    9
1.2.  Delimitations    9
1.3.  Methodology    10
2.  CRM systems    14
2.1.  Benefits and Weaknesses    14
2.2.  ROI    17
2.3.  SalesForce.com    19
4.  The Change Management    27
5.  The project implementation    31
5.1.  Problem definition    31
5.2.  Goal    31
5.3.  Objectives    31
5.4.  Purpose    31
6.  Organisation of the project    32
7.  Stakeholder management matrix    34
8.  Risk analysis    37
9.  Time management    9
  Suggestions    41
  Conclusion    43
  Bibliography    46
  Appendix    51
Darba fragmentsAizvērt

Customer Relationship Management (CRM) system is able to confer several advantages to a company that are quality and efficiency, decrease in overall costs, decision support, enterprise agility and customer attention. It is a widely-implemented strategy for managing a company’s interactions with customers, clients and sales prospects.
In year 2010 Air Products successfully implemented the CRM system SalesForce.com in its company. This particular system SalesForce.com provides CRM solutions for sales force automation, customer service, partner management, marketing and campaign management etc. As analysis show – Air Products has spent around 1 million US dollars and after our calculations it is possible to see that the company needs to produce and sell 3,340 tones gases to earn the money of the investment. The implemented project has given a lot of positive input in the company – for example, it has reduced the time spending over the researching the new customers, the data is well organized and precise and the information has a better overview and as well other positive inputs.
After analyzing the project’s implementation in Air Products, we made a structured plan and analyze how to implement this CRM system successfully in Auto ID Services Ltd. One of the reasons why we saw this opportunity for the future growth for it is that both of the companies have a different and wide market for their products and CRM is important for the future development.
Auto ID Services is launched in year 2006, what means that it is in the market almost 5 years. The company is reseller in the market, which provides it’s customers with label products and equipment, RFID solutions and the maintenance of sold products. It has 15 employees from whom 9 are intern students.
The project is desired to implement in the period of 1 year and the main objective of it is to double company’s profit after successful CRM system’s SalesForce.com implementation.
As the main reasons for implementing this new systems we could count that the currently used database is not up dated and the company uses a time consuming way of managing it, being more precise – excel sheets. The Marketing Department is disable to make positioned marketing campaigns regarding their customers, because the company simply does not have this kind of specific information about its customers (only about the existing ones, but not about the potential) and as well the Sales Department is spending too much time and resources on finding new customers.
The CRM system SalesForce.com is planned to implement by the Team of 6 people, who all are from the specific departments in the company. There are not planned to hire additional employees only regarding this specific project.
The main risks regarding this project might be that CEO does not back up this idea for 100%, because of his specific way of doing things, but it is written more in the project and also as well the suggestions for the Team, how to deal with this possible problem. As second biggest risk we should mentioned that the Team members might not be enough qualified, skilled or organized to implement this project successfully or that the company would have a lack of motivation. All these risks and some more are written as well in the project.
The main stakeholders we have mentioned „A” clients, employees, CEO, suppliers, creditors, possible investors and clients. Those who have a big interest in the project and a great ability to affect the project are CEO and company’s employees. These stakeholders the Project’s Team should keep as its closest buddies, because the changes mostly affect the company inside. The company should be enough highly motivated and see the positive outcome of this implementation.
More about the changes are written in the chapter Change Management and the steps more precisely are made in the Time Management chapter. After starting implementation in the company, the Project’s Team should organize regular feedback meetings and as well we have suggested making a Team Building Event for encouraging employees to share between each other the thoughts and maybe suggestions for more successful implementation and more productive usage of the CRM system SalesForce.com.
After our financial calculations we have found out that the company would be able to implement this new system without any creditor help. As the monthly costs afterwards are $125 per user and we have assumed that it would be enough with if the company would have this license for 3 or 4 users, there should arise any additional concerns regarding with having not enough resources for using successfully this CRM system. Of course if the all other aspects are staying the same and the objectives and goals of this project becomes as a part of reality in the company’s everyday life.

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