Assignment -2

“Case Study- Sanolabor “

Customer Relationship Management

Submitted By:

Dravin Poudyal

MBA-Marketing

4th semester

2018015280
Q1. In the light of the experiences of the company in question ‘Sanolabor’, in the
implementation of the CRM project, examine the potential issues and problems that the
implementation of a CRM solution presents for a company. Why is it that CRM
implementation compulsorily requires full support from the top management? Examine and
analyse this argument in the light of the experience of the case.

 Sanolabor is a wholesaler and distributor of medical and related laboratory products.

The company's products include medical devices, medical and hospital equipment,
consumables and equipment for laboratories, medicines, personal protection products
and dental products. It has many problems for implementing CRM. CRM
implementation begins with a strategic decision to improve business processes of the
organization and to invest into an improved information system.

The challenges, potential issues and problems for implementation of CRM solutions
faced by the companies are-:
 Collecting sensible data:
Maintain a correct database of customer is very hard for companies. Unless
and until there are no personal benefit given to the customers it is very rare
that customers will provide their correct database.
 Unwillingness of employees:
The employees always prefer the old way of working in which they are
habituated to rather that shifting to modern digitalized easier system.
 Increase workload:
The employee could only see the increase in workload but there was no sense
of motivation to the employees. This was one of the issues that only work was
being added upon the employees but never being praised or motivated.
 Lack of expertise of CRM:
The above case study shows that the expertise of CRM was not present within
the company which made the CRM system implementation harder for the
company.

Top management support and systematic introduction of the project manager

are of essential significance. Project manager has to know the external and
 internal environment of the organization. This means that project manager has
to know the customers, their demands and anticipations, opportunities and
threats on the market, strengths and weaknesses inside the organization, and
that must have the ability to impose him. Project manager is a contact person
between the software solution supplier and employees, who supervises the
project, coordinates the education, motivates and project manager is notifying
employees in which development phase is the project, e.g. which are the tasks
in the next development phase of CRM introduction; project manager must
have the overview of entire project. Project manager is also responsible for the
final CRM implementation. Thus, CRM implementation requires full support
from the top management.

Q2.  Why is it that organizational culture must be supportive and conducive to change? Also,
how important is the need for effective leadership, resources acquirement. What are the
matters to be careful about before, during and after the CRM implementation and what
changes are necessary for it? Examine and analyse in the light of the experiences of the
company ‘Sanolabor’.

 Organizational culture must be supportive to change for the betterment of the

company and its effective functioning. Running a successful CRM platform requires
leadership and vision at all stages, from buying to implementation to manage ongoing
business processes. While executive level leader makes final decision for
implementing CRM effective leadership is important which makes employees
motivated and help to acquire information regarding customers and vendors. First of
all, resources must be acquired.
The study confirms that the Impact of CRM on customer loyalty is real and so
problems for certain organizations in terms of successful implementation.
Basic goal of study was achieved, namely to contribute to large successfulness in the
organizations when implementing CRM and to warn them about problems that could
arise. When changes occur full support from top management is compulsory.
Organizational culture must be incorporated the inclination to accept changes.
Additionally, study to need effective leadership, resource acquirement, monitoring of
CRM, strategy realization analytical CRM allows to a company to improve
relationships with customer and build better strategic decisions.
If the organizational culture support changes, company has more chances to
successfully implement CRM system. The implementation approach needs to be
carefully planned with appropriate emphasis on user adoption strategies.