Improving bottom-line by implementing sharper customer relationship management in manufacturing industries -Medium & small enterprise sector in India Prof. A. Prakash Research Scholar, CMJ University, Shillong, Meghalaya Online published on 4 September, 2013. Abstract This article aims to: i) Provide insights about the challenges inherent in Customer Relationship Management (CRM) ii) Offer robust strategies in implementing CRM solutions to Indian manufacturing Industries. Such an approach would empower industry to achieve multiple objectives: A sharper insight into operational issues Deterrents in the path of CRM implementation Various CRM program factors that help achieve success, for example assessment of preparedness for CRM implementation Transformation management: CRM as employee initiatives and engagement CRM as project management
Manufacturing Industries in India have divergent priorities. Their responses to CRM and the budget amounts they invest in it are similarly diverse. Some of the programmes used by them earlier are Inventory Management (IM), Sales Order Processing (SOP), Invoicing, Accounting application software packages, later moved on to Enterprise Resource Planning (ERP), Supply Chain Management (SCM), Vendor Management Systems (VMS), Transport Management Systems (TMS) and also few companies developed their own customized solutions. The primary reasons which compelled companies to invest in CRM solutions are: i) Cutting the cost of managing customers; ii) Enable faster entry of the company into new product lines; iii) Adopt innovative marketing Companies in the automobile and consumer electronics industries adopted a “less-more” approach – reduction of customer defection as a critical target, using up-selling and cross-selling to increase customer value. Top |