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Lecture 4: Get Ready:

Avoiding Common Barriers


Finance & Banking
Jahangirnagar University

Mahfuza Khatun
Lecturer, F & B,JU

Common Barriers to CRM


Success
Three most common barriers:
Expectations: Many companies fall victim to unrealistic

expectations;
Culture: Product-centered cultures discourage support and

funding for customer centered programs.


Operational Infrastructure: Most customer-facing systems

automate a single process and do not integrate across all


functions.

Finance & Banking


Jahangirnagar University

Mahfuza Khatun
Lecturer, F & B,JU

Creating a CRM Culture


Many companies have cultures that dont support
CRM. These cultures create difficulties for building
cross-organizational and customer-centered programs.
Changing the whole culture of an organization is far
beyond the scope of a CRM program. But we can hope
to change some behaviors through training and
education and by creating new metrics and rewards.

Finance & Banking


Jahangirnagar University

Mahfuza Khatun
Lecturer, F & B,JU

Change Management
Many companies are doing quite well to recognize
change when it happens; they cannot anticipate and
prepare for it.
Without support and encouragement, the cultural and
behavioral changes that will make or break CRM
program success will not happen.

Finance & Banking


Jahangirnagar University

Mahfuza Khatun
Lecturer, F & B,JU

Metrics and Rewards


If the company want their employees to adopt new
customer-focused goals and consistently deliver
excellent customer experience, the company have to
have a way to recognize the new behavior and reward
it when it happens.
When the company track the customer experience and
measure loyalty the company can use the information
to build reward systems that will create an
organizational culture that is better prepared for CRM.
Finance & Banking
Jahangirnagar University

Mahfuza Khatun
Lecturer, F & B,JU

Sponsorship
First: The company need an executive sponsor who
understands and believes in what CRM can do for the
Company.
Second: The company sponsor must carry enough
clout to influence other parts of the organization.

Finance & Banking


Jahangirnagar University

Creating Realistic Expectations


No CRM software comes equipped with magic wands
that will turn customers into loyal and profitable ones.
That takes planning, time, and focused effort.

Finance & Banking


Jahangirnagar University

Creating Realistic Expectations


(contd..)
You can succeed at CRM, if you set realistic
expectations overtime. Most companies are set up
to value immediate results, not long-term ones.
A large part of the strategic planning effort is aimed
at developing a common vision, shared goals, and
realistic expectations across the organization

Finance & Banking


Jahangirnagar University

Mahfuza Khatun
Lecturer, F & B,JU

Creating Realistic Expectations


(contd..)
Vision and Road-map: The company need a vision
where they want to be-objective means for setting
priorities about which steps along the path to take first
and a roadmap of when the company will get to these
steps.
It helps to takes small steps that will steer a company
toward its goal. A road-map allows a company to stage
development and give everyone a realistic plan about
when different projects will be completed.
Finance & Banking
Jahangirnagar University

Mahfuza Khatun
Lecturer, F & B,JU

Creating Realistic Expectations


(contd..)
Internal Communications:
Inform: Build awareness.
Educate: Set expectations and offer/ guidance/ training to
reach success.
Motivate: recognize behavior, and reward and publicize
achievements.
Enable: Provide tools needed to succeed.
Respond: Incorporate interactive response to listen and
adjust the program.
Finance & Banking
Jahangirnagar University

Mahfuza Khatun
Lecturer, F & B,JU

Creating Realistic Expectations


(contd..)
Customer Communications: CRM program will
impact and make changes for customers as well.
Even though these changes are for the better, it is
still important to have a plan for bringing about
changed behavior for customers.

Finance & Banking


Jahangirnagar University

Mahfuza Khatun
Lecturer, F & B,JU

Building an Operational
Infrastructure
The operational infrastructure within most
companies was developed to support and/or
automate a specific business function.
A key to real CRM success is that customers
expect faultless integration across all your
companys touch points.
Finally, we can say that barriers is manageable.
There is no quick fixes, but with planning and
organized effort, these barriers can be overcome.
Finance & Banking
Jahangirnagar University

Mahfuza Khatun
Lecturer, F & B,JU

Thank You
Finance & Banking
Jahangirnagar University

Mahfuza Khatun
Lecturer, F & B,JU