Evergreen Case Analysis

Evergreen is a mutual fund company and its industry is crowded and highly competitive. Mutual fund sales depend heavily on the face-to-face interactions, so the good wholesalers are almost the most important assets of mutual fund companies. Investment professionals who are parts of the Evergreen’s major customers value any mutual fund company that makes their job easier, so it is important to help wholesalers to enhance the relationship between customers and capture what are the customers’ needs. A goof CRM system seems to be needed because it can help wholesalers to do their jobs better and help Evergreen to keep growing.

The legacy CRM system was needed by Evergreen because it can provide useful advantages. First, it could help wholesalers to recall important information about customers. The customers would feel being valued and then strengthen the customers’ relationship. Second, it could help managers to check employees’ activities. Managers can make sure whether their employees concentrate on their tasks. Third, CRM could help Evergreen to make useful analysis about what kind of activities or interactions result in actual sales. This analysis can help the both wholesalers and Evergreen to be more efficient.

On the other hand, the legacy CRM existed some significant disadvantages. It needs laptops to enter activities information. However, wholesalers usually didn’t take their laptops to interactions, so they had to enter interaction information on the Friday. This inefficient process would result in some problems. For examples, this inefficient process could waste wholesalers a lot of time because they have to input a lot of information at one time. Because wholesalers can’t input the activities information when they just finished them, they might forget some detail information about the customers.

The Mobile CRM project can provide wholesalers abilities to enter interaction data and retrieve customer information from CRM system wirelessly via...