Customer Relationship Management Implementing CRM

Unit 1: Becoming Customer Focused

• Identify ways to achieve CRM goals and focus on customers.
• Identify the costs of CRM.
• Identify the modifications to operations costs that ensure a customer-focused effort.
• Simulation Overview:
• In this simulation, you are a representative of ConTrol-Tac Systems, an Icon-owned subsidiary that provides CRM solutions to external organizations. Today, you will be meeting with Marcus Robinson, Elizabeth Williams, and Mildred Parcells, three members of the Board of Directors for The Glen, a non-profit organization that provides summer camping experiences for disadvantaged children and their families. With revenue down in three of the past four years, the Board received a proposal from The Glen's marketing staff outlining why the implementation of a CRM system would help focus marketing efforts and help build relationships with clients and potential clients. Intrigued by the proposal, the Board of Directors agreed to investigat

• Identify ways to achieve CRM goals and focus on customers.
• Identify the roles of a CRM implementation team.
• Match the reasons CRM programs fail to the appropriate method for overcoming failure.
• Identify the method for pilot testing CRM strategies.
• Match departments affected by CRM to the changes those departments will experience.
• Sequence the steps for implementing CRM.