Crm at Minitex

IST 7100 – IT Policy and Strategy

CRM at Minitrex

Amith Bharadwaj Palakurthy

1/26/2016

Wilmington University

CRM at Minitrex

Abstract:

Customer Relationship Management (CRM) is a blend of people, process and technology that tries to comprehend a company’s customers. It is an approach incorporated to develop and manage customer relations by prioritizing on customer retention. CRM has originated from advances in information technology in customer oriented organizations. Organizations that have successfully incorporated CRM will get the benefits of customer loyalty and long term profitability. Many companies fail to use CRM effectively as they do not understand that it requires company wide, inter departmental, customer focused process re-designing. Although majority of the CRM is related to technology, looking it as a technology-only approach is not likely to succeed. Effective use of CRM will need a combined and balanced approach to people, process and technology.

Background:

Georges Degas, Director of Sales at Minitrex, sympathetic and concerned at a sales person as he was the third person to make a call in one week to an existing customer. Sales and marketing team uses Customer Contacts system designed by Jon Bettman, VP of Marketing, to sell an array of products through two different product lines Insurance and Finance which also has a post-sale customer service.

The idea of having two departments was to enhance the chances of up-selling which wasn’t possible earlier. Insurance is the major profit generating department at Minitrex headed by Harold Blumfen, VP of Insurance who believes that computers cannot replace people and only help in billing and accounting packages, was using credit administration system to keep track of customers purchase history and his eligibility, which are both back end systems. Unlike Blumfen, Mariella Hopkins – VP of...