Enterprise Systems - Principles of Information Systems - page 378

• SugarCRM and other CRM vendors have also provided analytical reporting capabilities
through a reporting wizard that can be used to create complex reports on contacts,
accounts, sales opportunities, and cases. 23
Most CRM software enables users to import contact data from various data service providers
such as Jigsaw, which offers company-level contact data that can be downloaded for free
directly into the CRM application. It also sells access to its more than 8 million contact
records. 24 See Figure 9.8 for a view of the SAP Contact Manager.
Figure 9.8
SAP Contact Manager
(Source: Copyright © by SAP AG.)
The focus of CRM involves much more than installing new software. Moving from a
culture of simply selling products to placing the customer first is essential to a successful
CRM deployment. Before any software is loaded onto a computer, a company must retrain
employees. Who handles customer issues and when must be clearly defined, and computer
systems need to be integrated so that all pertinent information is available immediately,
whether a customer calls a sales representative or customer service representative. In addition
to using stationary computers, most CRM systems can now be accessed via wireless devices.
ISM, Inc., is a CRM strategic advisor that rigorously tests the available CRM packages
each year. Table 9.4 lists ISM's top-rated packages in alphabetical order by vendor for both
large enterprises and SMEs. These packages scored the highest according to 217 selection
criteria: 103 business functions, 52 technical features, 36 implementation capabilities, 9 real-
time criteria, and 17 user-support features.
Organizations choose to implement CRM for a variety of reasons depending on their
needs. American Eagle implemented a CRM system to improve marketers' ability to interact
with customers via multiple channels including stores, the Web, mobile devices, and other
means. 25 American of Martinsville, a contract furniture manufacturer, implemented CRM
to automate its process for developing customer quotes and to improve customer communi-
cations. 26 Central Michigan University implemented a CRM system to improve its opera-
tional efficiency by reducing the elapsed time it takes to convert a request for information
into an applicant and to retain those students through matriculation. 27 Kabel, a provider of
cable TV, Internet, and telephone services, implemented CRM to improve its communica-
tions with customers and to provide support for an anticipated increase in customers. 28
Even charitable organizations are employing CRM to track information about their sup-
porters. The Salvation Army raises around $1.5 billion annually. It is implementing a CRM