...and prioritize our CRM needs, both short-term and long-term. We should also consider how our tactics fit into the larger, more strategic long-term program. Through social listening, we can find out more about the customer. Engaging the customer is very important. By analyzing and applying analytics to develop profiles of participants, we can group them and target the groups. We should identify/ differentiate the customer to ensure that we are providing services to reach their needs. Also, we need to make sure we are responsive. Furthermore, we must have a quality IT infrastructure and provide proper training to ensure the CRM project is successful. (2) When implementing CRM at Mashkin, files were transferred without chronology. This made users even more inefficient than before. Mashkin provided no structure to ensure employees completed their training, and training was only a few minutes long. In addition, financial advisors and sales people still preferred to use their old technologies. The IT department was only asked to support Mashkin’s business needs and not the customers’ business needs. I believe this was a huge reason for the failure. Having a solid IT system as part of the CRM strategy would have helped increase...
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...tentang pelanggan. Melibatkan pelanggan sangat penting. Dengan menganalisis dan menerapkan analisis untuk mengembangkan profil dari peserta, kita dapat mengelompokkan mereka dan menargetkan kelompok. Kita harus mengidentifikasi / membedakan pelanggan untuk memastikan bahwa kami menyediakan layanan untuk mencapai kebutuhan mereka. Juga, kita perlu memastikan kita responsif. Selanjutnya, kita harus memiliki infrastruktur TI yang berkualitas dan memberikan pelatihan yang tepat untuk memastikan proyek CRM berhasil. 2. Ketika menerapkan CRM di Mashkin, file ditransfer tanpa kronologi. Hal ini membuat pengguna lebih tidak efisien dari sebelumnya. Mashkin tidak memberikan struktur untuk memastikan karyawan menyelesaikan pelatihan mereka, dan pelatihan itu hanya beberapa menit saja. Selain itu, penasihat keuangan dan penjualan orang masih lebih suka menggunakan teknologi lama mereka. Departemen TI hanya diminta untuk mendukung kebutuhan bisnis Mashkin saja dan tidak mendukung kebutuhan bisnis...
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...Pelican Landing Blvd, #1023, Clearwater, FL 33762 Tom Griffin Nova Southeastern University 2900 NE 30th St. Unit 8G, Fort Lauderdale, FL 33306 MASHKIN GROUP Mashkin Group Inc. (Mashkin), a wholly owned subsidiary of Amir Inc., a British financial conglomerate, is a medium-size, asset-management group based in the US. Mashkin consists of three primary divisions: a mutual fund company with $10 billion in assets; a separate, but closely affiliated asset management company with $15 billion in assets; and a financial services company. Since the early 1990s, these three enterprises have shared the same client database and other software programs. The first program utilized, an inexpensive, off-the-shelf system with limited capabilities, was used by the sales department of both the mutual fund company and the asset management company primarily to store names, telephone numbers, and notes of salespeople. A second program was used by the IT department to update the database as new clients arrived and record daily sales data. A third program was installed at all internal and external salespersons’ workstations and laptops to provide current data to the sales force. In addition, the Client Service Call Center used a separate designed-in-house program to track incoming call activity. The technology systems utilized by employees in Mashkin were designed to support general sales activities. None of the software was designed specifically for the needs of their financial divisions (either...
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...lowest cost. The main goal of implementing CRM into a company is to combine business processes, IT tools and people. The process of choosing strategies to implement CRM may depend on the priorities of the business. To implement CRM strategies business must cover 4 main areas: 1) Culture – The values and practices shared by the company’s employees. 2) Structure – The restructuration of every department within organization to deliver all necessary information to customers. 3) Process – The process of combining employees into one group (from time to time) to acquire communication and interaction skills 4) Technology - Introduction of new technologies in order to facilitate and organize the work process As a technology tool Mashkin Group Inc. used a 3 major platforms for each of their three main divisions. Fist program was designed to utilize an inexpensive, off-the-shelf system with limited capabilities to store names, telephone numbers, and notes of salespeople. A second program was used by the IT department, to update the database for new arriving clients and this program...
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