Customer Relationship Management ( Crm ) - 1510 Words

1) Introduction: Customer Relationship Management (CRM) is a key business strategy that optimizes customer experience and increases service or product value. CRM represents a function that relates customer satisfaction, customer behaviour, customer value and profit of an organization. The main goal of integrating CRM software is to improve the sales functionality, such as providing real time customer data history to the sales departments. Other benefits of CRM software include improved targeted marketing and personalized customer service. The vision for integrating CRM software is to be the most preferred LED lighting company in retail for our targeted customer segments, thus maximizing customer satisfaction and retention, increasing sales†¦show more content†¦This document primarily focuses on the people component of the CRM implementation. 2) Preparing a Change Management Team: Before implementing the change management plan, it is critical that the organization adequately plans for CRM software integration. The Aver LED management must aim at deploying a change management team six months prior to the physical integration of CRM software. The change management team will be made up of key members with various roles. It is important that Aver LED management spends one month on planning and defining the key roles of individuals involved in the change management team. Some roles will include: the change agent (advising and training the decision makers (Board of Directors) and performers on the change methodology), the team leader (assigning important activities at the team level), content manager (transferring knowledge about the CRM software on a periodic basis), the sponsor group (holding brain storming sessions to collect user inputs), steering team (clearing any roadblocks within Aver LED to different elements of the ch ange management plan) and project manager (coordinating all activities of various teams and making sure that the activities are completed in a timely manner). 3) Executing the change management plan using Prosci Adkar Model: This section deals with the five steps of Prosci ADKAR Model. This model shall be used to efficiently execute the change