Marks & Spencer's CRM System Implementation Report

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MANAGEMENT OF ORGANISATION ISSUES
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MANAGEMENT OF ORGANISATION ISSUES
Table of Contents
Introduction......................................................................................................................................3
Background of the organisation.......................................................................................................3
Identification of the problem...........................................................................................................4
Identification of the solution............................................................................................................4
The main demands of training.........................................................................................................5
Planning of training.....................................................................................................................5
Monitoring process of training....................................................................................................6
Compliance of employees with training......................................................................................6
Evaluation of the training for resolving issue..............................................................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8
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Introduction
In the modern business environment, the rapid development of the digital technologies has left
several impacts on the business process of various organisations. One such organisation is Marks
& Spencer, which is considered as one of the largest retail chains in the UK. This report will
analyse the problem that their workforce faces after the implementation of the digital CRM
system and inventory management system in their business infrastructure. Furthermore, suitable
solutions for this problem will be suggested as well.
Background of the organisation
The Marks and Spencer’s is one of the largest organisations in the retail industry. The company
started its journey in 1884 and slowly it becomes one of the leaders in the retail market. In the
United Kingdom, the company has almost 30% of the market share (Marksandspencer.com.
2019). The organisation has it’s headquarter in London United Kingdom. Moreover, the
organisation has almost stores in more than 1463 location. It has a global presence as well in the
Asian market in an effective way. The total revenue of the oragnisation is almost 10,377.3
million euro in the year of 2019. The net income of the company is 37.3 million euro
(Marksandspencer.com. 2019). There is presence of almost 80 thousand employees in the
organisation who works in a global basis. However, the real key aspects of mark and Spencer’s
are the use of the latest technologies to formulate the different types of business strategies in
establishment of the proper competitive edge over the rival organisation in an effective manner.
The collaborative approach is sometimes done by the organisation to expand their business in
any other country in an efficient way. However, management of this huge employee base is very
much dynamic and complex.
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Identification of the problem
It has been seen that Marks and Spencer’s formulate effective business strategies that helps in
development and expansion of the business. One of the major points is the use of new
technologies like the CRM (Customer Relationship Management) software and the data base
maintenance and inventory management that helps in tracking the products in an effective and
efficient way (Bustinza, Vendrell-Herrero, and Baines, 2017). The major problem is that the
employees those are not tech savvy understanding they are facing problem in using the
software’s like inventory management and customer relationship management in the company.
This is one of the major problems in the company that projects the inefficiency of the staffs. The
main objective of the management is to use the latest technologies like customer relationship
management to formulate discounts and offers for the target market in an efficient way.
Furthermore, one of the major issues is the delegation of the work that affects the organizational
efficiency (Görög, 2016). It has been seen that one of the major component is persons without
technical knowledge are given responsibility to perform effective software management. This
has negative impact on the overall organisational goals.
Identification of the solution
The solutions for this issue related to the implementation of electronic CRM and inventory
management systems in Marks & Spencer are aimed to improve skills of their employees with
the digital technologies. According to Mangipudi, Prasad and Vaidya (2019), the main reason
that Marks & Spencer is not able to utilise their CRM system efficiently in order to enhance their
customer satisfaction, is that many of their staffs are not able to handle the CRM system
efficiently. The same can be said for their inventory management system.
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Thus, in order to improve this situation, the best strategy would be to engage in the capacity
building process of their employees. Shams (2016) argued that rigorous training and workshop
sessions can be held by the HR department of Marks & Spencer in order to enhance the
efficiency of their staffs in handling digital technologies. Furthermore, as an added measure, the
job designations can be redistributed in order to ensure that the more tech-savvy staffs are
assigned to the designations that requires handling the electronic CRM system or inventory
management system to a higher degree.
However, simply conducting the training sessions regarding the usage of digital CRM system
and inventory management system may not be enough. Thus, the HR department of Marks &
Spencer has to ensure that their training sessions and workshops have indeed enhanced the
capacity of their employees. According to Connell and Burgess (2016), this can be ensured by
implementing a checking procedure that can ensure that the expertise of their staffs in handling
the digital CRM system or inventory management system can be evaluated on regular intervals,
and necessary actions can be taken in order to ensure their capacity growth.
The main demands of training
Planning of training
Planning involves learning from the past, implementing in the present to obtain future goals. In
this case the planning of the training process will begin when the human resource management
department will access data related with previous training activities. If there were some situations
where improvements can be made, then, those situations will be given the most importance in the
present plan. The planning will also consists of a budgeting process where the organisation will
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want to hire the best possible trainers and best equipment but at a considerable price. Last but not
the least there will be a timeline, which will be followed strictly in the training process.
Monitoring process of training
The organisation will be investing a significant amount of money in the training of employees in
order to make them effective while handling technologies such as CRM. To make sure that the
employees are being trained efficiently, the organisation will be deploying their own supervisor
at the training sites. This will ensure that the operations are running smoothly and the trainers
that were hired are providing money's worth. After the supervisor have done his or her
monitoring, he or she will directly report to the HRM manager on a weekly basis.
Compliance of employees with training
The employees are the main stakeholders of the training process and therefore it must be said
that the importance of the training to the employees must be measured in order to understand
where the organisation can make improvements as far as making the employees familiar with
CRM is concerned. In order to understand the employees perspective of the training sessions, the
organisation will be organising a weekly counseling session with all the employees and in that
situation they will be asked series of questions regarding the training process. The organisation
will also conduct surveys at the end of every training session in order to understand the
efficiency of the trainers.
Evaluation of the training for resolving issue
As mentioned before the organisation is investing heavily in terms of training its employees so
that they can use CRM with relative is and make sure that the consumers are satisfied which will
ensure customer demands being met. In order to evaluate the efficiency of the changing the
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organisation has decided that it will weekly practical exams and in those exams the employees
who are under the training process will be subjected to series of questions and they will be also
asked to execute different activities by using the CRM software.
Conclusion
The above study has critically analysed the various aspects of the issue regarding the lack of
work efficiency in Marks & Spencer in terms of using digital CRM and inventory management
system. The solution proposed for mitigating this issue is arranging training sessions and
workshops on digital CRM and inventory management for the employees, and checking their
professional progress regularly.
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References
Bustinza, O.F., Vendrell-Herrero, F. and Baines, T., 2017. Service implementation in
manufacturing: An organisational transformation perspective.
Connell, J. and Burgess, J. eds., 2016. Flexible Work Organizations: The Challenges of Capacity
Building in Asia. Springer.
Görög, M., 2016. A broader approach to organisational project management maturity
assessment. International Journal of Project Management, 34(8), pp.1658-1669.
Mangipudi, M.R., Prasad, K.D.V. and Vaidya, R., 2019. Optimization of Human Resources:
Does Human Resource Pooling in an Organization Help in Improving Capacity Building and
Efficiency? A Case Study. Journal of Human Resource and Sustainability Studies, 7(3), pp.397-
405.
Marksandspencer.com. (2019). Welcome to Marks & Spencer. [online] Available at:
https://www.marksandspencer.com/ [Accessed 20 Sep. 2019].
Shams, S.R., 2016. Capacity building for sustained competitive advantage: a conceptual
framework. Marketing Intelligence & Planning, 34(5), pp.671-691.
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