Question: - How CRM system can help an organization to grow? Explain with two examples.

Answer:Customer Relationship Management (CRM) integrates people, processes and technology to enhance the organizations management for serving its customers. Its approach is to bring together organizations functions under one objective to satisfy the customers desires so that the customer continues to have a productive involvement with the organization. Insights for Successful CRM Systems which helps companies to grow Firms derive significant revenue gains and reduction of cost through implementation of CRM systems. On the other hand there are a significant number of firms which have wasted significant amounts of money and time on CRM systems that couldnt achieve the desired results. Some useful cause and effect analysis helps to steer a CRM system towards growth. Exercise Design Restraint Over design of Systems is Futile The features and capabilities of a CRM system should be matched. It is difficult to decipher what to keep in a system and what to leave out. In deciding the systems features, more often than not a big committee uses a democratic process and this result in overdesigning. If a capability is simple and quick in analysis and is reusable, it should be made it available in system. If it will be used on rare occasions, let an analyst at headquarters provide it in response to a field request. And if the capability is too complex, then a whole project team needs to be deployed. Design restraint is a plus. When deciding what to include in a CRM system and what to leave out, particularly when it comes to multiple views or screens, saying yes to too many viable ideas gives rise to a complex system with significantly reduced value. When a CRM system or part of it is used sporadically, users forget how or when to use it. This is a serious issue when users have very different computer and analytical capabilities Match the Implementation Cycle with the Technology Cycle It is imperative to prototype fast because the traditional slower application development will be one generation behind the current technology. If the implementation is too sluggish, the next technology cycle will remain in the pipeline even as the implementation is at the stage of completion. Rapid prototyping is essential, and this is possible only with simple systems. Ensure that a CRM System Works at the Needed Scale Often, custom-designed systems with great promise do not live up to their expectations. An impressive small-scale demo falters under the vagaries of a real-size customer database. Only because a system works in a demonstration does not indicate that it can handle the scale and rigor of a real implementation. It is advisable to use a system that another company or department has tested and used successfully. A related good practice is to use a seasoned project team. Measure and Track implementation and Success at Various Levels The performance of a CRM system should be assessed at multiple levelsqualitative and quantitative, direct and indirect. Direct measures are related to system performance and usage; indirect measures are the results due to the system. Pay Heed to Change Management and Training The success of a CRM depends how the users value it, which comes from its usage and its integration into the work processes of the stake-holders. A focused change management effort is

important when the system entails a major change in work processes or necessary skills. Successful implementation depends on activities such as: User community involvement during design Creating excitement through newsletters, champion users, and ambassadors Addressing problems with current processes Training Support

Metrics for Measuring CRM Project Success Direct qualitative measures are customer satisfactions, good relationship with client, and interaction with client. There are indirect qualitative measures are like communication between different organizations and co-ordination between different companies. Uptime of the system, system usage quality of data, Time needed for training and Time need for Administration are the direct Quantitative measure for successful CMR project There are few quantitative indirect points for successful CMR project like Targeting effectiveness and
Retention of Customer

Please find below real time example of successful CRM. Example 1: Unitech Unitech is leading company of India working in different sectors like, real estate, power, and finance. Business Issue: There was a business issue like they were using FOXPRO system for big deposits that was taking very large amount of time and that was way behind industry benchmark more over system was losing bits of data. Unitech management comes up with a very good solution: Company purchased sales cloud license, Frocedotcom and product called as chatter which was developed from Sales Force. All these system are too good and ahs increases return on investment to unitech.Process of processing, reconciliation, and verification of tax calculation has been automated by using these tools. There is a very huge ROI of using these tools: Processing time has been reduced drastically to 10 days by using these tools. Company is trying to reduce that below 10 days. By using these tools most of the things has been automated and due to that productivity of associates has been increased.

Compliance Report, commission for broker, status of deposit. Report for Compliance, broker commissions, deposit status, time in processing and expenses in marketing are generated on a fly giving company to full control over its product line. Manual handling of data has been reduced by using force product.

Example 2: Company Name Telco Community Telco community is one of leading company of telecommunications space. Many product and services offerings meant that Community Telco management is lacking effective communication and transparency between sales, service delivery and franchises. Business Issues: Company was using email process to track customer lifecycle from all the phases like sales through order and service delivery. Due this process there was huge waste of time and resources. To overcome this issue company purchased SUGARCRM. There is a very huge ROI of using these tools: 1. There is reduction in customer churn by Community Telco. 2. Huge visibility of sales, order management, and service delivery, resulting in significantly short service delivery cycles for customers. 3. Operational handling of Community Telco's franchises has improved thanks to improved visibility into the order management process.

Question: Why. do you think prototyping has become a popular way to develop new computer based business systems? Does prototyping replace or supplement traditional information systems development? Explain. Answer: Every company which tries to develop a computer based system knows the fact that prototyping does have a cost involved. It is not free. But if they were not into prototyping, they would have missed opportunities for innovation and major cost savings. They know benefits of prototyping far outweigh the initial cost in the process of developing computer based system. There are many important points due to which prototyping is becoming popular in industry. Prototyping is generative. One of the fundamental values of prototyping is that its generative, which means as you work through the prototyping process in any system like computer based business system, there will be proliferation of ideas. Some of them are brilliant and some are not so brilliant. It is been found that even the latter can be of substantial importance for delivering great solutions. As a generative process, prototyping in computer bases system often leads to innovation and a major saving in time, effort, and cost. Prototyping in computer based system helps you get ideas out of your head and into something more tangiblesomething you can feel, experience, work through, play with, and test. Prototyping Reduces Misinterpretation In Information technology industry, it has been found that company made a shift from a requirements-dependent process to a prototype-dependent process; it was observed an immediate reduction in the need for clarity and rework. Projects gone from a 6080 percent consensus on interpretation to 90 percent or better. Industry also found that the total amount of time and effort required in producing the prototype while developing a computer based system is less than that required to create a detailed specification document and annotated wireframes. There are a number of reasons that written documentation leaves more room for misinterpretation:

Reading lengthy specification is tedious. Theres hard to go through the whole of it.

Even if one reads it, its difficult to decipher it. So in short there is hardly any use of it. Written documentation doesnt let us see the big picture. Instead, were forced to see one line at a time. There is lot of scope of misinterpretation as different people understand words differently as per their understanding and wisdom.

Prototypes, on the other hand, have a large number of advantages that help reduce misinterpretation:

User experience how the system would work, rather than just read about it. Prototypes encourage play. When you get someone to play with your prototype, you increase the likelihood that theyll understand it and is closer to reality.

Prototyping Saves Time, Effort, and Money Making the transition from a design and development process that didnt include prototyping to one that does saves a lot of time and effort. Not only does prototyping let you realize and experience the design faster, but ultimately it also reduces the amount of waste created by other design and development processes. Prototyping Reduces Waste There are a number of loopholes in a traditional requirements-driven design and development process that create waste, and they include the following:

1. Written by the wrong person. Designers and developers are rarely involved in
the requirements writing process. Instead, the requirements are often written by a business analyst. This person lacks the technical and design knowledge of their counterparts, which often results in any number of requirements being rewritten several times.

2. Significant time and effort. The amount of time invested in writing and
reviewing these detailed requirements is too much and by the time things come into picture lot of factors have already changed.

3. Non-final final. Theoretically, the requirements are the final documentation. In

real world, requirements are constantly changing, even after theyre complete.

4. Misinterpretation. The amount of misinterpretation of the 60200-page

requirements is often too large. Misinterpretation leads to weeks or months of rework and a delayed product delivery.

5. Catching mistakes too late. Requirements-driven processes typically wont catch

a mistake until its in production. The later you catch a mistake in the development process, the more costly it is to fix.

A requirements-driven process is plagued with several of these issues, creating a great deal of inefficiency and waste. On the other hand, including prototyping in the process can help reduce the amount of waste and result in these benefits

1. Decisions by the right people. Designers and developers can flex their

experience and knowledge, contribute to the process, and then ensure that the right people make the right design decisions. the strongest solutions survive.

2. Survival of the fittest. Various ideas are created and tested to ensure that only 3. Adaptive. Prototypes can be quickly updated, compensating for the ever-changing
nature of software development. This requirement is significant.

4. Reduced misinterpretation. The prototype is a visual, or sometimes physical,

representation of the system. Visual and physical representations leave less room for misinterpretation than a lengthy written document. By reducing misinterpretation, you reduce the amount of rework. Less rework means lower costs and faster time to market. produce less waste in design, development, and rework.

5. Focus. Prototyping produces more focused products. More focused products 6. Catch mistakes early. Prototyping helps you catch mistakes early in the design

and development process. The earlier you catch a mistake, the lower the cost to fix it will be. catching problems earlier in the design and development cycle. Later on it is too costly t fix.

7. Mitigates risk. Prototyping reduces risk, by reducing misinterpretation and

Using Prototype is certainly a value add for any organization of any industry. Prototype doesnt replace traditional development process . Its is just a value add for producing a good quality product with desirable feature and within defined time frame . The SDLC (System Development Life cycle) provides a disciplined and far better approach to systems development. Projects follow a well-defined set of phases that have related objectives, processes, and deliverables In industry it is a normal saying: Prototyping is common place in other design fields like architecture and industrial design. In fact, its not just accepted, but expected.