Mis Case Study

Case Report

Amagansett Funds (A~D)

By Group8:谢禹霖，徐洁，徐雯赟，徐宇航

1. Why is the CRM system so unpopular with Amagansett’s wholesalers?

The CRM system was so unpopular with Amagansett’s wholesalers due to following reasons.

A, Time and location limitations:

Amagansett asked wholesalers to enter the details from each week’s contacts on Friday, when they traditionally worked from home. However, it was difficult for them to remember exactly what they did on Monday and Tuesday into CRM.

B, Inefficiency of the technique limitations:

Wholesalers claimed that CRM being no fun to use. The screens were ill-designed and didn’t help a wholesaler enter data efficiently. Redundancy process in data typing cost wholesalers a lot of time that could be saved otherwise.

C, Multiple passwords

Because of the tight security required throughout the financial industry, wholesalers and all other employees had to memorize and enter multiple passwords, including one at startup, one to use the Amagansett VPN, and one to enter the company’s intranet.

D, Laptop inconvenience

Wholesalers preferred to use their mobile phones each day. They spent very limited time with their laptops which were too big, too heavy, and too slow to be useful.

Anyway, at that stage of CRM system, did not show any benefit to the wholesalers, but a burden to them.

2, What did Amagansett do to fix the CRM problem?

Ms. Catherine Daro who was the vice president of Amagansett insisted on using CRM system.

Internal policy: She made CRM as an important application at Amagansett, and forced everyone in the sales organization to “own” the technology. Then the problems relating to the CRM system would be quickly addressed.

Co-work with wholesalers: One-on-one calls between wholesalers and Amagansett managers to go over reports on each Friday afternoon. Once wholesalers saw that the report was being looked at carefully by their managers, they started paying much more attention to CRM. That encouraged the right behaviors from the...