Customer cushy CRM

Customer Relationship Management is the new technology mantra that has made customer-company interaction quick and effortless.

IN AN age where customers have a variety of products and services to choose from, businesses have come to realise that it takes nearly four-times the cost to get a new customer than to retain an existing one. Retaining the brand loyalty of the customer has become the priority to many businesses and a viable career option to many more.

Customer Relationship Management (CRM) is a technology that makes customer interaction with a company quick and effortless. CRM technology helps businesses maintain an exhaustive information bank of customer preferences collected through previous contact with the customer, market surveys, customer queries and direct sales thus making the whole process fast and friendly.

The mode of customer-company communication could be through telephone calls, e-mail, fax, instant messaging, video conferencing or any other interaction through the web. This data comes handy to businesses especially when they want to provide personalised, service that is customised to the customers, or introduce them to upgrades and newer products.

It is apparent that the CRM market will be worth an impressive $8.7 million by year 2003, and it would be the second fastest growing area after e-commerce.

CRM implementation

While implementing a CRM solution there are three aspects that need to be put in place. The CIS (Customer Information System) is a database consisting of customer information and preferences. The Middleware helps access data and it acts as an interface between data mining applications and the databank. Data warehousing is centralising the databases so that they can be accessed from any part of the organisation.

Telecom plays a very important role in CRM; especially since a great deal of customer-company interaction takes place through telephones lines at call centres. The Internet is also another important form of communication and e-mail, messaging, is the preferred choice of many who have access to the Internet.

Technical skills required for CRM solution developers, consultants and architects

* Training and experience in CRM products like Siebel, Vantive, Clarify etc.

* Database modelling and design with Oracle, SQL Server

* Mobile communication and telecommunication expertise

* Internet and intranet topologies, TCP/IP

* Operating systems- Windows NT, 95, Unix

* Programming in Windows, Visual Basic, Visual C, C++

* Java programming and scripting and Web based development

* Front office and back office integration

* Client server architecture, and middleware concepts

Formal education

A BSc/ BE/ BTech (Computer science)/MCA degree is necessary. Certifications/courses in the key skill sets will enhance your job prospects.

Significant positions

CRM Solution Developers: They are required to develop or implement CRM applications and should possessall the technical skills mentioned. A solution developer with 2-4 yearsexperience can vie for the post of a team leader, program Manager or consultant.

CRM Consultants

Technical consultants are experts who interface with the clients on the applicability of the CRM solution. Consultants design the implementation plan for the CRM suite. For this they should have 1-3 years experience in CRM implementation projects. These professionals need to possess leadership abilities and make use of their consulting skills, experience and education to benefit the team. Consultants also need to have experience as a project manager or team leader. Good written and communication skills and knowledge of e-business applications and architecture is necessary in addition to all the technical skills mentioned.

CRM Architects

These designers work to meet the client's technical and business requirements in architecture. They help in designing integration approaches, and resolving configuration, design and development issues. They should have a minimum of 3 years experience in CRM project implementation, with special reference to the designing phase and two life- cycles design and implementation experience in CRM packages. Experience as a project manager or technical team leader is necessary. CRM architects also need to have experience in the telecommunication industry and a good knowledge of e-commerce in addition to all the technical skills mentioned.

Call Centre Professionals

As part of the CRM suite the call centre is equipped to handle customer queries with certain amount of computer automation. Call centre professionals need to be equipped with basic sales and marketing skills, excellent communication skills, and ability to work as a team.

Knowledge of telephony software, customer service techniques, basic computer applications, professional telephonic skills, basic Internet knowledge, and client specific information is necessary. They should a fairly good knowledge of call centre technical architecture, multi- component integration, CTI deployment, and cross call routing.

Training

Oracle has launched training in its Oracle-CRM Applications Suite at Delhi, Mumbai and Hyderabad . Logix Micro, KarROX and North Star Call Centre College (Noida) are other popular institutes.

CRM solution providers

In India the major CRM solution providers are IBM, Wipro, HP, Siemens, Nucleus, Nortel, DSQ, SAS, Cambridge Technology Partners and eCapital Solutions.

The CRM market is expected to show a 50 % growth rate and forecasts predict that it will be a multi-billion industry by 2002. ASPs have made the amalgamation of the web and CRM suites a reality and they allow the renting of CRM software through the Internet or Intranet on a monthly basis. In India, the industry is slowly opening its doors to graduates and postgraduates with good communication skills rather than including only those with technical and functional experience.

In the USA, call centres provide employment to nearly 3% of its whole population. Will CRM do the same for India?

ARCHANA JAYAKAR

archana.hyd@careercommunity.co.in

Though your job is dependent on the knowledge of your area of functional expertise, it is the interaction with Human Resources Department that really clinches the deal. So one needs to be contemporary with HR concepts and trends. CQ (Contemporary Quotient) tests are designed to help you gauge your Professional worth. These will help you analyse your effectiveness and help you stay current and contemporary.