Customer Relationship Management System

This document provides a proposal for the upgradation of the Customer Relationship Management (CRM) system for Vodafone. It discusses the benefits of CRM and its implementation in the organization. The document also covers the external and internal operating environments, opportunities provided by CRM for IT, justification of the proposed system, and the contribution of information system.

Running head: CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM
Covering letter to sponsor
To,
Mr John Noah,
CTO, Vodafone
Sydney
Subject: Proposal for up gradation of CRM
It has been taken into account that, Vodafone has been trying to provide better customer
service to users along with reducing churn rate. We are working on this in a team and we have
prepared a proposal for Vodafone.
The proposal discusses regarding various aspects of this particular project. We have been
through numerous options such as new, up gradation or custom build.
If you are free for some time in the next week, we would be able to present the provided
proposal in details which would help you to decide regarding the matter.
Regards
Vijay Rajput
General Manager- IT
TCS, Sydney

1CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM
CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM
Name of Student
Name of University
Author’s Note

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Table of Contents
Introduction..........................................................................................................................4
Body.....................................................................................................................................5
External and internal operating environments.................................................................5
Opportunities provided by customer relationship management for IT............................7
Justification of the proposed system................................................................................8
Contribution of information system.................................................................................9
System analysis and system design for the intended system.........................................10
System development......................................................................................................12
System testing................................................................................................................13
System implementation.................................................................................................14
Post-implementation activities.......................................................................................15
Project management, risk management and change management.................................16
Conclusion.........................................................................................................................17
References..........................................................................................................................19

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Executive summary
Vodafone Hutchison Australia is an organization which serves the entire country with its
tele communication services. These services are used by people all over the country for various
purpose. Implementation of Customer Relationship Management would be very helpful for the
organization in improving their performances and growing their business. Vodafone follows
various business processes in order to grow their business and increase their revenue, they
frequently form deals with different organizations in order to complete certain projects or for
bringing about changes in their working principles. These changes usually are planned for the
betterment of the company in all aspects. A new system of customer relationship management
needs to be introduced in order to improve their relationship with customer along with growth in
their business. The implementation of customer relationship management systems would be
beneficial for the company because it would decrease the communication gap among the
customers and the organization. The report discusses regarding various working principles of
Vodafone and the benefits provided by Customer Relationship Management to the organization
in various ways.

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Introduction
Vodafone Australia, also known as Vodafone Hutchison Australia is an organization with
deals with mobile telecommunications; it also acts as internet service provider which is
responsible for operating the brand in Australia. The collaboration of Vodafone and Australia
with Hutchison 3G Australia has brought about great changes in the organization (Abbas,
Chachar and Bilal 2017). The main concentration of the organization being on the collaboration
and settling their working environment, it ignored the fact that along with developing working
principles, the organization also needs to concentrate on Customer Relationship management.
The vision of Vodafone is to be the leader of communications in the increasingly
connected and to enrich the lives of customers by helping individuals, communities and
businesses for being more connected in the mobile world; the mission of the company is to
enrich the lives of their customers with the help of a unique power of the mobile communication
(Ahmad, Wahit and Farid 2016). Vodafone follows various business processes in order to grow
their business and increase their revenue, they frequently form deals with different organizations
in order to complete certain projects or for bringing about changes in their working principles.
These changes usually are planned for the betterment of the company in all aspects. A new
system of customer relationship management needs to be introduced in order to improve their
relationship with customer along with growth in their business. The implementation of customer
relationship management systems would be beneficial for the company because it would
decrease the communication gap among the customers and the organization (Anshari, Alas and
Yunus 2015). This assignment provides various ways by which customer relationship

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management system can be implemented in the organization and ways by which it would be
beneficial for the company.
Body
External and internal operating environments
External operating environment includes various factors including political, economic,
social, technological, and environmental. These factors are described below in details
 Political: the political factors that are important for the operation environment of
Vodafone include labor law, political stability, trade restrictions, environmental
law, and tariff and tax policy. The organization welcomes all sort of foreign
investments or any kind of joint ventures with several local businesses. They
suggest other operators for installing own equipment in the exchange (Ascarza,
Ebbes and Netzer 2017). This specific policy had lowered the entry barrier for
organization. Numerous more licenses were issues for the new operators.
 Economic: some economic factors like interest rate, exchange rate, economic
growth and inflation rate have been a part of the operation environment of the
organization. Usually in some critical cases, customers tend to become more price
driven instead of quality driven hence the economic factors are to be considered
seriously (Bansal and Purohit 2017). The bargaining power of various bankers
tends to be stronger, getting a loan from bank becomes very difficult and they
need to pay a high rate of interest.
 Social: various social factors include age distribution, lifestyle, growth rate and
cultural aspects. In Australia the population keeps increasing because of migration

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as well as increase in birth rate (Bhaduri and Fogarty 2016). The lifestyles of
people along with the way people use electronic devices. The fact that mobile
phones are also used for web browsing, entertainment and social media has
become advantageous for Vodafone.
 Technological: numerous technological factors include rate of change in
technology, technology incentives and automation. Ways people have been using
mobile phones have changes greatly hence people usually are in need of faster
information transmission rate has become very important (Bhat and Darzi 2016).
New technologies on software as well as hardware like IP phone and video on the
demand had become a very common technology.
 Environmental: various environmental factors that belong to operation
environment of Vodafone include issues that are non-regulated in nature and
regulation of environmental protection (Brenner, Kolbe and Schierholz 2015).
Presently there has been no environmental regulation that is directly related to
their industry.
Some internal factors that belong to the operating environments are mentioned below
 Innovation: innovation is considered as the basic need of Vodafone in order to
keep up and popularize their business. This also helps them to keep up with their
numerous competitors. Innovation might be at any stage of operation like
marketing, advertisement, working principles and performance of the employees
(Clark and Bacon 2018). Promotional initiatives in fields like staff training,
marketing plan, welfare and many more can also be a part of innovation.

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Embracing various new technologies proves the best way to put up the level of
technological advancements.
 Monitoring: monitoring is also considered as an important factor that has to be
maintained by Vodafone in its operational environment. Performance of
employees needs to be monitored regularly which helps the organization to know
regarding the loop holes if any.
Opportunities provided by customer relationship management for IT
Customer relationship management would provide numerous benefits or opportunities to
various departments of the organization, some opportunities that would be provided to IT are as
follows
 Understanding customers: the implementation of customer relationship
management would help the organization to rate their level of success. This level
of success would depend on how well the organization knows its customers and
their needs (Diffley, McCole and Carvajal-Trujillo 2018). The usage of customer
relationship management would help the IT to understand the needs and
preferences of customers, it would also help the organization to know if
customers want any changes in their present working principles.
 Automation of tasks: completing a huge number of tasks in the organization by
various departments is a difficult task and remembering the tasks along with their
individual deadlines is an important task of IT, along with these filling forms,
sending reports are some additional tasks that are carried out, the usage of
customer relationship management helps in automating these task and reduces the
level of difficulty for IT.

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 Greater efficiency: the implementation of customer relationship management
would provide an opportunity to IT for concentrating on their efficiency because
it reduces their work load by automating various tasks (Fouad and Al-Goblan
2017). The increased efficiency of the IT would help them in carrying out various
tasks with more precision.
Justification of the proposed system
Customer relationship management has been chosen for implementation in Vodafone,
Australia because of numerous reasons, the implementation of customer relationship
management would also help the organization in supporting their strategic goals, the ways are
mentioned below:
Cost: the implementation of customer relationship management helps the organization to
get tons of data at a time and they are allowed to access a huge amount of data at a time Garrido-
(Moreno, Lockett and Garcia-Morales 2015). Customer relationship management would help the
organization to save a certain amount of cost incurred in the process of collecting data.
Improvement in decision making: the implementation of customer relationship
management would help the organization to improve their decision making in any of the
departments (Gu, Davis and Cao 2017). Vodafone needs to undertake numerous decisions
regarding their working strategies, working principles, recruitment, plans and many more hence
the implementation of customer relationship management would help them to take better
decisions by assuming the outcome of every decision and suggesting the one that would be more
beneficial for the organization.

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Improves services: utilization of customer relationship management is a way by which
the organization can improve its services to customers. The implementation of customer
relationship management can help the organization in providing easy as well as quick experience
which is expected by the customers (Gu, Schniederjans and Cao 2015). Along with this, it also
strengthens the relationship between organization and its customers.
Advanced reporting and analysis: in time, Vodafone would need to save tons of data
which require to be analyzed as well as accesses. Hence, it is important for the organization to
understand various things that they need to improve (Ho, Yang and Hung 2015). A good CRM
would provide them better reports which can help the organization to improve their business and
move forward.
Contribution of information system
The customer relationship management would contribute in betterment of the
organization along with improving their performance in various ways. These ways are mentioned
below
 Performance and balanced score card: balanced score card is a specific system
which accesses as well as shows the overall view regarding the performance of
the organization, this score card is generated by the implementation of customer
relationship management and it helps in determining the areas where the
organization needs to improve (Jaber and Simkin 2017). Measuring the
performance of organization on the basis of financial category is not enough,
hence customer relationship management helps in generating the score in a
balanced manner and considering every aspect.

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 Efficiency for multiple teams: if the stored communication is automated, it
would allow the organization to view calendar, emails, details regarding phone
calls and many more in a single place that would be easily accessible. Multiple
teams would also be allowed to access the data, this increases the amount of
achieved progress (Keramati and Shapouri 2016). Marketing, customer service
and sales team would be allowed to access important data regarding clients which
would be helpful in continuing the use them through the pipeline for getting
desired outcome of closing a sale or knowledge regarding new products and many
more.
System analysis and system design for the intended system
System analysis of customer relationship management includes the carrying out of
programming that would analyze data regarding customers and the result is presented in a way
that it helps to organization to facilitate as well as streamline good business decisions. Data
mining would be carried out during the process of system analysis (Krishna and Ravi 2016). It is
very important for Vodafone to interact with customers; hence it needs to turn data collected
from customers into highly useful data. This would help Vodafone to understand the needs and
requirements of customers along with having a clear communication channel with them. The
company can approach various software companies like TCS, Cognizant and many more have
numerous developed products which perform analysis of customer data. Vodafone can use
system analysis in following ways.
 Groupings of customer segmentation: Vodafone can divide customers into the
most and least likely to buy a product.

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 Customer value and profitability: the company can try learning regarding the
customers who contribute to highest profit from time to time (Kumar and
Reinartz 2018). This need the understanding of how much customers spend along
with how many resources are dedicated to that specific customer in return.
 Personalization: the ability of marketing an individual customer on the basis of
data collected from them. This needs to obtain a 360 degree view of customers.
 Tracking and measuring escalation: with the help of this, the company can
measure the problems that arise with a specific service or product in order to
eliminate the issue and achieve satisfaction of customers.
System designing can be carried out by Vodafone using various steps, these steps are as
follows
 Writing specific tasks as well as goals that the organization wants to achieve with
the help of CRM system. In order to make the process of designing more
productive, the organization would need to define the basic goal along with the
number of intermediary points for the organization’s CRM as possible (Minh
Ngo, Pavelkova and Phan 2017). Weather the organization wants to pay more
attention at keeping their present customers engaged or at acquisition of the new
customers.
 Thinking about the needs of people who would use the software: one of the best
features of CRM systems is the fact that they provide fastest communication
among various departments. Along with this the departments are allowed to use
the CRM system in the way they want to use it (Mozaheb, Alamolhodaei and
Ardakani 2015). The marketing as well as sales team requires data analysis tools,

12CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM
the team of customer service requires various tools for communication for being
relatable intermediary between various customers and the organization.
 Development of new technologies for surpassing the competitors: competition
with other companies would require innovation. For being ahead of other
companies, Vodafone would require to implement innovative procedures
wherever they can. In the CRM systems there are various ways by which
Vodafone can implement innovation in their working principles.
System development
Development of Customer Relationship Management System can be carried out by
considering various factors, these factors as mentioned below
 Convenience: development of Customer Relationship Management System
requires the employees not to waste any time for searching the required topic of
data along with various important documents which must be accessible (Raab,
Ajami and Goddard 2016). The users of Customer Relationship Management
System must have all the opportunities for generation of easy reports, for the
purpose of communication with each other and with the customers directly in
system.
 Complexity: the organization must choose modern and reliable framework for the
purpose of developing CRM. The organization can also make use of RESTful API
for the purpose of easy scalability (Rahimi and Kozak 2017). The single page
application of Customer Relationship Management System would be helpful for
the company to create a good user interface as well as reduce the time dedicated
on the response waiting significantly.

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 Flexibility: the Customer Relationship Management System must be enough
flexible to provide possibility for changing under a specific process (Reicher and
Szeghegyi 2015). It is also important considering the scalability of various web-
based Customer Relationship Management System solution so that it is able to
grow together with the company, the company would not need any new solution.
 Compatibility: along with tools of Customer Relationship Management System
of online analysis it is also important to consider connection with the resources of
third party (Santouridis and Veraki 2017). Integration with messaging services,
telephony, email and accounting software can be considered as examples of these.
 Reliability: inside the Customer Relationship Management System organization
needs to store important information like transactions, productivity of staff,
reports, customer database and many more. For better development of Customer
Relationship Management System, it should be developed in a way that the data
stays protected from the interference of third party (Shafique, Ahmad and Abbas
2015). There must be concerned access levels from various groups of the
employees.
System testing
The implementation of CRM must be tested in order to ensure that it is functioning properly;
the ways by which CRM can be tested are as follows
 Functional testing: functional testing would deal with the functions of the
application and ensure that it would fit during the migration of data from a
different legacy system. Values as well as different data must be populated in
proper fields. Few areas by which functional testing can be carried out are access

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level, organizational wide default, accessible to the hidden data, processes of
transactions, loss of connection, appropriate exception handling, avoiding
mismatching of data, pre authorization, post-authorization.
 Performance testing: the performance of CRM must be tested under load or
stress pressure. This would be able to measure the effects of various concurrent
users on the performance of system. the check list of performance of system
include response time, testing of peak hours, server utilization, loading speed,
error in any integrated applications because of this and maximum number of
users.
 Integration testing: integration testing would be of great challenge for Vodafone.
Here the organization would be migrating and integrating a third party application
in the CRM. Some features that should be considered during the testing of a CRM
are fields as well as labels matching, integration dependencies, data format,
reports, validation of data and order of sorting.
System implementation
Implementation of Customer Relationship Management System can be implemented
using various steps, these steps are as follows
 Creating a team for the implementation: at the basic level, the organization can
include a project manager, application analyst, application developer and QA test
engineer. Along with assigning the members, it is also important to divide their
roles respectively (Tzokas, Kim and Akbar 2015). The organization would need
advocates, workhorses and specialists for making the implementation successful.

15CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM
 Forecasting a Customer Relationship Management System implementation
budget: in case the customer relationship management is implemented in a wrong
way it can prove to be very expensive for the organization. Usually the project
managers do not consider the entire extent of cost incurred in implementation.
Once the complete cost is considered, it brings about focus on the question “is it
cost effective to roll this out?” some ways by which this can be avoided is by
accounting for everything and conducting a risk management.
 Evaluation of success of implementation of Customer Relationship
Management System: the organization must build a specific dashboard that pulls
out the main data, track relentlessly against the information and have targets. It
must be very thorough regarding the basic metrics and decide about their success
(Yawised, Ellis and Wong 2018). Few key metrics that are used are system
activity, recoding updates, quality of inputs and business metrics.
Post-implementation activities
After implementation of customer relationship management, various activities are needed
to be undertaken by the organization, some activities are as follows
 Monitoring the usage of CRM system by the employees time to time.
 Rigorously monitoring the CRM and reevaluating the matrices and processes.
 Integrating the back as well as from office business systems.
 Taking advantages of new capabilities and various software upgrades.
 Maintenance of software as well as support issues must be kept up to date.
 Keeping the system up to date with new technologies like social CRM and Web
2.0.

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Project management, risk management and change management
A plan for risk management must be planned for the implementation of customer
relationship management. Various steps that should be undertaken in order to manage the risks
faced by the implementation of customer relationship management are as follows
 Lack of client engagement: lack of client engagement is an important risk that is
faced by the implementation of customer relationship management. It can be
avoided by following various steps which include engaging customers at the
starting of the project with a properly written charter which outlines the success
criteria and objectives and business problems that project would try to solve
(Jaber and Simkin 2017). It must also be explained why end users are explained
as critical members of the project team along with ensuring that responsibilities
and expectations are defined since the starting of the project.
 Complicated deployment: complicated deployment is also a risk that needs to
be avoided by the organization, it can be done by having a management strategy
which would include having a documented, thorough steps and checklists of
deployment, providing the customer with clear instructions as well as training
before the deployment in case there are steps that need involvement of customers.
The organization must set expectations with customers regarding interrupted
service or downtime.
A plan for change management must be developed for the implementation of customer
relationship management. Some steps to be taken for change management and smoothen the
transactions are as follows

17CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM
 Assessing the strengths and weaknesses: it must be considered by the
organization regarding which specialists, workhorses and advocates that are in-
house in order to make the change. The necessities of the organization must be
noted down including the gaps.
 Planning regarding the change: the project must be broken down in various
stages that would be manageable and a key milestones must be created like data
migration, testing, user training and management (Krishna and Ravi 2016). A
process must be selected in order to track the project.
 Communication of change to stakeholders: in this step the staffs should be
provided with clarity on the reason why the change is being implemented, the
staffs must be provided with an opportunity to provide feedback and thoughts and
the staff must be provided with enough time to adjust with the change.
Conclusion
From the above assignment, it can be concluded that implementation of customer
relationship management would help Vodafone, Australia in improving its working principles
along with their performance. It provides a description of the company along with their mission,
vision and their business process. It also discusses regarding its internal and external operating
environments, opportunity for IT. The choice of customer relationship management has been
justifies clearly in the assignment. The chosen customer relationship management system is
explained along with their system analysis and system design and the ways by which the system
would be developed, implemented and tested. At last various post implementation activities are

18CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM
provided besides describing the risk management and change management that are associated
with the implementation of customer relationship management system.

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