Potential and Issues in Implementation of CRM Systems in Fast Moving Industries - Dissertation Example

The technical advancement has pushed companies to use Customer Relationship Management (CRM) systems to understand the customer needs and deliver services accordingly. Though CRM systems promise a variety of benefits and are customer-centric, their implementation is a complex process, as not many organizations can get full benefits from them. Almost two-thirds of CRM implementations have failed in the past. This research is undertaken by considering the case of M&S to identify the reason why most of the implementations were unsuccessful. It also includes a thorough review of available literature and views of professionals from the FMCG industry with a diverse background.
Literature of past CRM implementations is reviewed. Salient features are highlighted and analyzed for successful CRM implementation. The methodology is outlined: Semi-structured interviews were performed and analyzed with an eye towards both perceptions of institutional change and efficacy and the facts thereof. In addition to prior research, conclusions are offered.
In the FMCG industry, CRM systems are primarily beneficial in improving sales force efficiency and effectiveness. They also improve the marketer’s ability to push the right product to the right customer at right time. CRM systems will be successful if they are implemented in the right manner involving all the departments of the organization and by imparting the right understanding and training to the people who are involved in the CRM process. To learn from mistakes and build confidence, the implementation should be carried out in phases. Due to the technical progression, even if a variety of CRM options are available, a proper blueprinting phase should help in identifying a perfect match to the organization's expectations and needs. Clear planning for the scope of implementation and formation of a dedicated cross-functional team should help to look at the various aspects of implementation including data warehousing and right pre and post-implementation support. CRM systems should capture even minute details that are related to the customers and which can be used to strengthen the relationship with them.