CRM Implementation: Challenges, Solutions and Advantages

This report elaborates and defines process which are essential for effective CRM implementation. It includes the consciousness of the alteration process and possible advantages CRM implementation. The report also discusses the challenges and solutions of CRM implementation.

Running head: CRM IMPLEMENTATION
Dear sponsor,
After analyzing the current CRM strategies in the organization, I identified certain flaws
which been addressed in previous report. It has been necessary to implement new CRM
strategies in order to maintain suitable relationship with customers and compete with other
companies.
After analyzing the target markets, I identified EliNext cloud suite as a Complete, extensible and
integrated application Suite for Up-to-date Customer Experience. The company can gain several
advantages as follows:
 Integrate CRM with organization applications, offering connectivity throughout the
customer journey and constructing customer relationship more efficiently.
 Influence enterprise-specific finest practices for competitive advantage and lesser TCO.
 Deliver cross-channel, constant customer familiarities utilizing pre-built business
processes that span silos.
An effective CRM system can assist the organization to gather relevant information easily which
can turn the sales rate upwards.
In addition to this, my internship in a tech start-up for which I was managing independently the
whole digital marketing department gave me the perfect insights into the current customer
relationship management challenge.
Further, the development process of the eliNext CRM suite is illustrated in this report along with
the consciences associates with the change.
Sincerely,

1CRM IMPLEMENTATION
(Student Name)
CRM IMPLEMENTATION
Name of the Student
Name of the University
Author Note

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Executive Summary
TPG Telecom Limited is one of the biggest telecommunication and IT company which operates
its business in Australia. Nowadays, Organizations are very focused on their existing information
technology and. trying to implement the technology to gain advantages from other industries
Implementing proper information tech ology can gradually assist organizations to automate the
manual works hence, reducing time and resource cost while maintaining effective work process.
The CRM practices has become highly applicable for providing higher customer satisfaction and
gain loyalty. However, the implementation process is very critical and needs valuable insights in
order to conduct a suitable relationship with customers and compete with other companies. This
report elaborates and defines process which are essential for effective CRM implementation.
This report also includes the consciousness of the alteration process and possible advantages
CRM implementation.

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Table of Contents
Introduction:....................................................................................................................................4
CRM Suite.......................................................................................................................................4
Implementing process......................................................................................................................5
Possible Challenges and solution.....................................................................................................8
Advantages......................................................................................................................................8
Conclusion:....................................................................................................................................10

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Introduction:
A CRM system can be define as a software tool that assist to manage interactions with
customers. An effective CRM software system must able to report and track valuable
information associates with the people organization engage. For this specific reasons, the
identification of an effective CRM suite is essential which must suite the workflow process of
the certain organization. TPG telecom is associates with telecom and net connection services. As
the completion is increasing day by day, it has been hard to maintain a loyalty based consumer
field and attract new customers. After analyzing the company’s existing facilities and gaining
insights of different CRM suites, ORCALE CRM suite has been identifies as an appropriate
system as it provides some optimal solution in marketing, sales and commerce as well. Before
switching to a new CRM system certain factors needs to be considered as CRM review and
selection, Software license, CRM system customization, data migration and support related
training. Many expert believes that during implementation of a CRM suite in an organization
does not needs the organizations involvement. A common assumption that organizations must
leave the implementation process to technical experts. There are several factors which are
essential for an effective CRM implementation and technology is just one of the critical part of
the CRM implementation (Reid and Catterall 2015). Organization’s involvement and technology
for managing information is essential in order to support those rules. Only the organization
knows their business strategies well. So, organizations also must involve in the implementing
process with technical experts as well.
CRM Suite
They have been engaging themselves with digital transformation to large enterprises and
mid-sized in Banking, Healthcare, Telecommunications, Insurance, Finance and Retail. Their

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key fields contain, e-commerce, enterprise software, Big Data, BI, e-learning and IOT. The
eliNext customer relationship management suite provides organizations the integration and
functionality which is essential to deal with demands of the customer and market satisfaction
(Kale 2014). It can increase the growth rate of any company and transform it into a truly
customer-centric enterprise. Benefits of the eliNext into telecommunication industry.
 It can ensure full integration for solid customer data within the organization.
 Organizations can also gain sustainable competitive advantages.
 uncover emerging customer needs, Identify trends and vigorously modify development
resources
 Alter hurled campaigns into more productive and effective ones, thus, transforming them
to a much more profitable enterprise.
 It can assist the organization to identify trends, dynamically reallocate development
resources and uncover emerging customer needs.
 Enable organization’s personnel to answer inquiries and take immediate action.
Implementing process
The CRM implementation process is very critical and needs high level of efforts for a
successful development. CRM implementation process can be divided into smaller task as
follows:
1. Creation of implementation team

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Before start implementing the CRM suite into the organization, a dedicated team must be
constructed with different expertise fields such as sales, management, and marketing and
customer service representatives. Advocates, specialists and workhouse also essential to
make a successful implementation team (Gulliver, joshi and Michell 2013). The planning
process must be carried out by the specialists as they have good understanding of the existing
CRM system which can play a vital role for set up new CRM suite and data migration
process.
2. Create a change management plan:
A change management process is essential in order to implement a new CRM suite,
TPG must consult with the data experts before start implementing the new CRM suite
(Haerkens et al. 2015). This critical process involves many key milestones as
 User training and engagement
 Data migration
 Testing
 Go-live
The whole process also needs to be tracked and have regular check-ins. The members
must be familiar with the changes. The clarity must be achievable although often this is
delivered abysmally.
3. CRM implementation budget
For implementing an effective CRM system a huge amount of investment is
essential. TPG needs to plan for everything including the reduced productivity during the
go live period (Dubihlela and Molise-Khosa 2014). The cost analysis must be conducted

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while analyzing the technical and management risk as well. The risk assessment will
assist TPG to develop a realistic budget.
4. Rolling out the CRM
A successful CRM roll out is a broad topic in itself. It consist of several important
factor as training, data migration, speed and messaging. Before migrating, it is good
practice to clean the existing valuable data of any out-of-date information. Think of it as a
sort of ‘spring cleaning’ exercise – it is better to declutter and start afresh. User training is
also needs to be delivered in order to familiarized them about the new CRM suite
(Dubihlela and Molise-Khosa 2014). The trainings can be conducted through online or
face to face.
Figure 1: Concept framework
Source: (Gulliver, joshi and Michell 2013)
5. Testing

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System test is an important factor in the implementing process. System test must be conducted
by IT staff as they have background knowledge of the implementation process. Several testing
needs to be conduct before going live which are followed:
 System testing
 Stress testing
 Acceptance testing
 Usability testing
 Performance testing
 Integration testing
 Functional testing
Possible Challenges and solution
Problems Solutions
CRM won't integrate with ecommerce
platform
Scheduled downtime to fix integration
problems
Users aren’t using the system and reverting to
the old system
Closure of old system, retraining, interviews
to understand reluctance
Users don't understand the new system. Additional training by super users
Advantages
The Use of CRM system software within the telecommunication companies plays a major
role and has certain supplementary functions within the industry (Chuang and Lin 2013). The
Telecom CRM Systems would help in assisting the gathering and study of the data that are

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gathered from several sources. The use of EliNext Systems within TPG Telecom industry would
play a great role for understanding of the behavior of the customers and thus would assist for the
recognition and restraining of the churn of customers.
The various advantages of the implementation of EliNext Systems within the industry of
TPG Telecom are:
Maintaining of the Customer Database – The maintenance of the customer database
would allow the rendering of exchange of the data due to explicit customer based profiles, which
would provide the needed data that would include e-mails, phone calls, letters and many other
services (Šebjan, Bobek and Tominc 2014). Additionally, the CRM system would enhance the
ease of usability for the fast accomplishing of the maintenance of data.
High performance within Customer Care and Billing System – The use of EliNext
helps in the easy process of billing of information. The customer service within the system would
help in ease of observation of the histories of customer invoices, histories of their call records
and checking of account balances (Chuang and Lin 2013). The EliNext System would accepts
payments from the customers, help in the proper credit based advices and reconnecting with
various form of online telecom related services.
Problem Solving System – The efficient problem solving system within EliNext is
extremely helpful for solving the various issues related to services of TPG Telecom industry
(Shaon and Rahman 2015). The system would be extremely helpful for reviewing the trouble
based tickets and escalating serious problems related to the connection within the sector.
Handling Dispute System – This system within the EliNext would be helpful for the
creation of a single complaint with a guided manner (Cheng and Yang 2013). This case system

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would contain information about the relevant information that would include the details of the
person who would be involved, the entire links within the transaction procedure and access to the
history of the disputes.
Contract and Sales Management – This form of management supplies with several
functionality that would be highly required for shortening of the sales cycle. The management of
sales within the telecom industry would be helpful in increasing the revenue, maximize the
productivity and thus would be able to optimize the online channels. The EliNext systems would
also be helpful for planning and forecasting of the sales activities with proper and great level of
accuracy.
Analytics – This feature provides a window within each of the aspects of the strategies
related to customers. It helps in detailing of the works done by the CRM (Ali et al. 2013). The
EliNext Systems would also help in identifying and thus targeting the groups of profitable
customers, gauge the level of customer satisfaction and loyalty, track the requests of customers
and thus predict the customer behaviors.
Partner Relationship Management – This systems within the EliNext would make it
possible for the partners within the company to help in sharing of critical information based on
the forecast of sales, flow of orders and delivering of schedules. This management system would
also be able to ensure that the CRM System would be working towards the satisfaction of
customers and following a particular strategy of market.

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Conclusion:
Thus concluding the topic it can be said that the CRM software is one of the must need
software for the organization for the betterment of the business in the upcoming times. An
effective CRM platform not only assist the organization to maintain relationship with customers,
it also assist organization to automate maintain heavy-process tasks. However, one of the
challenges in today's highly competitive environment is that the organizations fulfill the mission
of responding to customers in the shortest time and with the best quality and the lowest cost. The
CRM practices has become highly applicable for providing higher customer satisfaction and gain
loyalty. However, the implementation process is very critical and needs valuable insights in
order to conduct a suitable relationship with customers and compete with other companies.
Organization’s involvement and technology for managing information is essential in order to
implement a successful CRM suite. Only the organization knows their business strategies well.
So, organizations also must involve in the implementing process with technical experts as well.
TPG must consider these approaches before implementing the CRM Suite. TPG can also gain
many advantages over their competitor in terms of customer satisfaction and automation.

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