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ntegrity of available channels is no easy job. Orbitz Case is a typical example of failure in achieving integrity of available channels provided the company. Instead of attracting more customers and earning more profits through multichannel, inconsistent information among different channels will cause customer dissatisfaction and complaints instead. Businesses adopting multichannel strategy should pay close attention to updating and consistency of its products or services provided to customers across all channels.

Well-defined business strategy

Before implementing CRM technology, different departments should have a clear understanding of their role in the whole processes. These departments should examine the whole processes in terms of the way they are linked to other processes in order to implement CRM more effectively. Without the efficient business processes and clear business rules, the implementation of new technology will lead to poor results instead.

Still take Orbitz Case as an example. Maybe marketing department advertised the service of choosing seats on the site to attract more customers, but the service department has no idea concerning this service. This makes it impossible for a customer to understand the real status of the service Orbitz may provide. If there is a clear rule in Orbitz, requiring marketing department must give notice to sales and service department promptly after any alteration to its marketing strategy, and if this strategy is implemented effectively within Orbitz, Orbitz case will never happen at the very beginning.

 To achieve this goal, the responsibilities of departments in implementing CRM should be clearly defined. The rules to push the coordination and cooperation between different departments should also stipulated and implemented effectively.

The right skill sets and mindsets

CRM is not just an application of technology, but is a strategy to learn more about customers’ needs and behaviors in order to develop stronger relationships with them. As such it is more of a business philosophy than a technical solution to assist in dealing with customers effectively and efficiently.

However, until recently, the focus of most businesses has been managing financial performance through the skillful analysis and diligent implementation of effective business processes. Business leaders unwittingly apply the same skills of analysis and management to people. While this can affect what people do, it doesn’t impact people’s mindsets. In fact, it’s counterproductive to manage people in the same way as managing business processes.

Thus, managing personnel in businesses need to adjust the internal system and rules along with the adoption of new technology. For example, in order to drive more business from lower-cost channels such as the Web, a business may need to change its reward system by giving commissions to sale people by giving commission for repeat orders coming in over the Web. Another example, a business added a new call center service. If a potential customer got information and introduction concerning a certain product through sales person A at call center and then orders this product from sales person B directly, both A and B s本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。