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Pragmatic CRM Implementation |
Business Challenge
- The company provides services to more than 5,000 customers throughout Thailand
- Customers complain that service levels are decreasing while the company was growing substantially
- Serving customers becomes a race to react on urgent issues
- More and more customers start looking for alternatives and cancel their service contracts
- No systems to support customer relationship management was available - any system implementation would take too long to improve the situation
- Resources are extremely stretched - hardly any time available to implement changes
Approach
- Conduct comprehensive assessment on current CRM processes and tools
- Clarify Marketing and Sales Strategy and align customer segmentation
- Identify good practices and roll out to others
- Utilize simple excel spread sheets to increase government
- Utilize outsourced call center to capture client information
- Clarify roles and responsibilities for key CRM processes and follow up on implementation
Results
- Within a couple of weeks, the company had reliable information about major customer activities
- Solutions were accepted by respective people due to perceived pragmatism and tangible value
- Organization gradually escaped the urgency mode and could focus better on high value customers
- The organization experienced the benefits of CRM which will help during the planned larger CRM initiative in the future
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Case Studies 
