CRM Solutions The Changing Trends for the CIOs Consideration

Written by Satha Arumanayagam GAICD, FCPA, FCMA

A broad definition of customer relationship management (CRM) would be ..the and that enable the key targeting, nurturing, understanding, and with customers and stakeholders..

About Satha

in a global climate of challenging economic times the heightened pressure on organisations to focus on improving the processes that touch customers i.e. handling customer enquiries, customer on boarding, order administration, processing, incident management, complaints handling etc.. Even a well implemented CRM solution is not a cure for inadequate (or antiquated) business processes the emergence of mobile applications and devices opening up new possibilities for improving employee productivity and interactions with customers. In todays market it is not unusual for most CRM solutions to be promoted as completely mobile enabled. In practice, however, common stumbling blocks include: o underestimating the effort required to define the business processes and the information content required by mobile workers o the complexities of the various mobile (smart phones and tablets) architectures, requiring additional investment in time and resources

Satha is passionate about working with clients on business transformation initiatives and implementing tailored CRM based applications, working with Commercial Off The Shelf (COTS) solution platforms such as: Microsoft Dynamics CRM and Salesforce. Satha has wide experience in CRM based business applications including:
o

social CRM and integration with Big Data call centre solutions for wealth advisory brokers (financial services) grant and tender management solutions, case management solutions (government) member and volunteer management, case management, donation management, marketing automation (health & community care) student life cycle management, constituent management (higher education)

isn't often available from a single CRM vendor. In addition, to feed social media content into a CRM database, there also needs to be cooperation and integration between the CRM system and the social data aggregators or listening platforms.
M: 61 (0) 417 321 257 w: svaglobal.com

Satha is the founder of SVA Global, a CRM & ERP consultancy practice specialising in the government, education and healthcare sectors. Sathas experience in the technology sector includes: sales and regional practice leaderships roles with Microsoft and HCL Technologies Ltd. Satha is an accountant and a company director by education.

e: satha@svaglobal.com

CRM Solutions The Changing Trends for the CIOs Consideration

Written by Satha Arumanayagam GAICD, FCPA, FCMA

with the emergence of Big Data, it is possible to process, store and analyse massive amounts of unstructured data (not supplied by the customer), in conjunction with the structured data stored traditionally in a CRM system, with a view to gaining additional customer, stakeholder insights better understand customer buying patterns, service preferences, ideological preferences, brand loyalties etc.. However, some of the big questions to consider are: o is the organisation ready for Big data or is it better placed to optimize small data, (less volume with more focus) o the key CRM analytics required for the business o how should Big data be integrated into the CRM system o choice of Big data analytics tools (popular choices include: Hadoop, MapReduce) o technical compatibility issues Big data analytics vs. CRM solution

M: 61 (0) 417 321 257

w: svaglobal.com

e: satha@svaglobal.com