Why is the CRM system so unpopular with Amagansett\'s wholesalers? What did Amag
ID: 3749418 • Letter: W
Question
Why is the CRM system so unpopular with Amagansett's wholesalers?
What did Amagansett hope to gain with its CRM system? What were the system's intended benefits? Who were the prime beneficiaries?
Why does Amagansett want to keep close track of what its wholesalers are doing? Doesn't the compensation system for wholesalers ensure that their incentives are well-aligned with those of the company? If this is the case, why spend time, money: and effort trying to monitor them?
What should Berland and Roth do to improve the usefulness and/or reputation of CRM at Amagansett?
Explanation / Answer
Hi,
Please find the answers below:
#Why is the CRM system so unpopular with Amagansett's wholesalers?
The CRM system is unpopular with Wholesalers because of the following reasons:
Product Usage Difficulties:
To many passwords: Wholesalers and employees had to memorize and enter multiple passwords, startup password, one to use the VPN, and one to enter the Amagansett’s intranet.
Product Availability:
Device inconvenience: The system should be available to a greater number of devices like ipads/ mobile smart phones etc. Many wholesalers feel that laptops are too big, too heavy about laptops to be useful.
Data Entry Problems: The system is demanding for data entry for the wholesalers. For example, many wholesalers find it difficult to remember details to enter from each week’s contacts on Friday. It was difficult for them to remember exactly what they did on Monday or Tuesday.
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#What did Amagansett hope to gain with its CRM system? What were the system's intended benefits? Who were the prime beneficiaries?
System's Intended Benefits:
One benefit is to keep track of past contacts with its customers and plan for the Future meetings and follow-ups.
The system can be used to schedule follow-ups and assign tasks and to look up information such as the last time a specific office or client was visited, or the purchases over time by each customer.
Coordination among the wholesalers.
The system would help generate reports so that Sale Managers could keep track of what Wholesalers were doing and make sure that each customer was served properly.
Wholesalers can reduce or avoid individual dependency on the internal rep. Avoid duplication of calls.
Who were the prime beneficiaries?
Primer beneficiaries of the system are:
Sales Manager.
Wholesalers.
Internal Sales Rep.
Clients.
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#Why does Amagansett want to keep close track of what its wholesalers are doing? Doesn't the compensation system for wholesalers ensure that their incentives are well-aligned with those of the company? If this is the case, why spend time, money: and effort trying to monitor them?
To make sure customers are treated well
Employee Satisfaction and Client Satisfaction is important for any organization to be in the business. Wholesalers were compensated with base salary + commissions on sales.
We can make use of the CRM system to monitor and track wholesaler’s data by asking them to enter data into the system.
By this way, Managers ensure that the compensation for wholesalers’ salary and their incentives were well aligned with the company.
Monitoring and keeping track of what wholesalers were doing.
To make Amagansett known for great customer service.
Wholesalers are the main standpoint of interaction with customers. By asking them to enter the details of each meeting, meal, seminar, or other details, Sales Manager could use the CRM system to keep track of what wholesalers were doing and make sure that each customer was served well.
Wholesalers may only promote funds that will profit them the most
To keep a record for everyone else.
Wholesalers had perhaps the industry’s best knowledge about trends, personal, and other details of different advisory companies. More data means more insight into the business.
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#What should Berland and Roth do to improve the usefulness and/or reputation of CRM at Amagansett?
Berland and Roth can do the following things to improve the usefulness and/or reputation of CRM at Amagansett:
Redesign the Graphical User Interface (GUI)
Customize the GUI/ Look-and-feel to make the CRM system as easy to use as possible. Changes in the user-interface could make the system more user-friendly.
Avoiding multiple passwords: Replace multiple passwords with multi factor authentication. For example, single password along with fingerprint scanning / OTP (One time passwords ).
Use of smartphones/tablets: Make system available on mobile small screens like palm tops, ipads, smart phones.
Allow data entry more frequently.
Make system smarter, such as auto-filling the basic information for people. By this way, the wholesalers could easily avoid the annoyance of entering duplicate data.
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Hope this is helpful. Let me know if you need more clarification on this.
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