October 2002 Newsletter

eZines:September 2002 > October 2002 > January 2003

Highlighting the first in a five part series on CRM and change management.

Introduction

The aim of this communication is to bring you informative articles, tips and news on how to successfully merge teams and technology and maximise your Customer Relationship Management (CRM) system.

Subscribers to SRD Group's eZine have asked us to put together a series of articles on the best way to manage change. What is required to make CRM a success? Initially we were reluctant to do so as it might reveal 'trade secrets'. But then we realised that it is not 'rocket science'. The more people who know what it takes to make CRM successful, the more people would talk about it and want to seek advice from organisations like our own. Furthermore, by reading the articles, it will become apparent that there is a lot more knowledgeable resource required to make it work than merely a technically savvy IT department.

The Transformational Change Cycle

The first article in the series introduces the Transformational Change Cycle as it relates to CRM. This will be followed up with four more articles that concentrate on what needs to be done at different phases of this model in order to help ensure CRM success. I say 'help ensure', as we do recognise the need for technology that can support a companies unique initiatives and is capable of supporting the inevitable business changes. Sometimes we get told that we do not recognise the need for good technology.  Not true, we do. We are just passionate about the people and process parts of the equation. So sometimes it just appears that way.

Case Study - Roche NZ

A self serving plug! For those of you in New Zealand that subscribe to the MIS New Zealand magazine, one of our clients, Roche New Zealand, is featured in an article titled Incentives Essential for Bob, George and Babs. Click through to see the CRM case study on Roche.

"Roche New Zealand has always been proud of its prescription medicine marketing program, but once focused training began, both relationships and data improved."

A quote from the article: Deborah Corby from Roche says "We've had so much success with SRD, you can't compare it with the way things were. It has freed up resources, including help desk people."

Would a CRM association be a good idea?

SRD Group is currently speaking with various bodies and organisations in New Zealand and Australia about setting up a CRM Association. The idea is to share CRM experiences and learning and raise the level of awareness about what can be achieved through a sound CRM philosophy and a good CRM system. The idea is still in its infancy but any feedback from subscribers is welcomed. Please provide any feedback by emailing  .

Upcoming events

Like most organisations, SRD Group will be celebrating the end of the year, we have decided to do it earlier this year and will be holding a 'Pétanque and Plonk' afternoon in Auckland. This should be a lot of fun and provide attendees an opportunity to mix and mingle... CRM discussions will be limited to those of the social variety only!

Next month we will continue our series on CRM and cultural change using the Transformational Change Cycle model and will be focusing on the Initiation Phase.

Tips/Thoughts

Given the myriad of different definitions and variables that exist for CRM and that this sometimes leads to ‘paralysis by analysis’, SRD Group subscribes to a simple way of viewing CRM that is all encompassing – "It's the way we do business”.

That's all for this month!

Regards,

The Team at SRD Group.