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ENHANGCING CUSTOMER RELATIONSHIP MANAGEMENT (CRM) PRACTICE FOR SERVICE BY CREATING CUSTOMER’S VALUE- VINAPHONE FOR EXAMPLE
ENHANGCING CUSTOMER RELATIONSHIP MANAGEMENT (CRM) PRACTICE FOR SERVICE BY CREATING CUSTOMER’S VALUEVINAPHONE FOR EXAMPLE Student: Tran Duy Quang ID: 11752333 Advisor: Long-Sheng Huang Co- Advisor: Pham Thị Lan Hương VinaPhone Company • Founded in 1996 under VNPT group (Vietnam telecommunications group) • One of the three leading network in Vietnam • The number of postpaid customers: over 30 million customers •Coordinate with 260 partners in over 90 countries • 22000 BTS stations and 7000 3G stations VinaPhone company (2) • Mission: VinaPhone always try our best to apply advance telecom technologies effectively to expand our mobile network serving customers anywhere and to make a great contribution to the socio-economic developments of Vietnam • Vision: Nowadays, mobile information services are developing significantly and becoming an indispensable factor for Vietnamese citizens in their life. VinaPhone always plays a role as the leading mobile network in Vietnam and stays close anywhere with our customers Research motive (Company Question) • inaPhone has a large number of V customers but the customer care process is limited Postpaid customers leave company • because of lack of customer care • Customer management system which company is using is outdated and do not have many benefits for businesses Research Motive (2) • Each area has their own system, tracking and keeping records on different software • Management does not have real time performance information • Customer Service does not have marketing information for cross sell opportunties • Sales does not have easy access to client records • Customer calls, old system doesn't tie into account, so don't know past order Research motive (3) • CRM should be cared as the most important problem (help VinaPhone company establish new construction, enhance serving time) • CRM brings many benefit to bussiness and Customer satisfaction is the development of business • Many studies in area of customer intention to develop CRM conducted all over the world, but no official studies in Vietnam 4th time Key words • Customer Relationship Management (CRM) • Telecommunication service • Customer service • Model of CRM • Customer value CRM system Research purpose • CRM analysis to see VinaPhone situation is doing to bring benefits to customers • Enhancing using CRM of VinaPhone company • Maximum satisfaction of customer needs, create value for customers, maintain customer loyalty to the service of VinaPhone • Create sustained profitability and long-term VinaPhone 4th time Literature review (1) • Customer Relationship Management (CRM) was a concept that first made a huge impact on the business world in the 1990’s • CRM strategies (Kotorov, 2003) • CRM evaluating • CRM implementing… (Payne &Frow, 2005) 10 Literature review (3) • Technical management should have intergration with external system • Sale/marketing management provides input for analysis reports of customers, stock, product and contacts • Report management helps company to generate specific reports according to some customized data • Workflow management is totally intergrated with sale process and technical modules BRM – Dr Chen Evaluation of CRM(1) 13 Evaluation of CRM(2) • Everyone is connected into one system • People have the information they need to do their jobs • Sales and Customer Service have a deeper knowledge of the customers. • Data duplication is eliminated 14 Evaluation of CRM(3) • Data security is strongly enhanced • Providing promotions, services and products that are exactly what your customers are looking for • Offering better customer service • Cross selling products more effectively and quickly 15 Evaluation of CRM(4) • Helping sales staff close deals faster • Retaining existing customers and discovering new ones • Building a relationship with your customer history 16 Research methods Research model (Karagol, 2007) -Success of technical mnt + Operational process of technical + Performance of Technical -Success of Workflow + Operational process of workflow + Report process of workflow Success of CRM system -Success of sale -Success of report + customer-product related report + company - employee 17 Research methods (2) • Measurement of variable: 5-point scale (Likert) • Questionnaire design: easy to read, offer clear directions, notify in advance, encourage response • Questionnaire survey: self-administered survey • Who: Population: employee in VinaPhone (sale, bussines department, customer service, call center, management,…) sample: convenience (approximately 200 users)… How? 18 The sampling design • Primary data: A survey of 200 employees; 300 customers. Stratified random sampling is applied. • Secondary data: General Statistical Office (GSO), Business Department at Company, magazine, Internet… • I use SPSS to produce research results, check the appropriate variable and the actual conclusions of the variables affecting CRM 19 Information needs collection • Success of CRM: high performance, training, time of efficiency… • Technical: manage service easily, fast modules,… • Workflow: document, reports, • Sales: user friendly screens, fast modules, automatic warning 20 Expected Results 21 Significance of research • Be served quickly , dedicately and punctually • To meet the services and products consistent with the high professional • Answer all questions and resolve complaints quickly, the most satisfying • Understand the system of products, services and avoid non-use, stop using and leave the network 22 Significance of research • Providing promotions, services and products that are exactly what your customers are looking for • Offering better customer service • Cross selling products more effectively and quickly • Helping sales staff close deals faster • Retaining existing customers and discovering new ones • Building a relationship with your customer • Increase the CRM system in VinaPhone 23 REFERENCES (1) [1] Agarwal P., Sambamurthy V. nd Stair R.M (2000), Research Report: the eVolving relationship between general and specific computer self-efficacy – an empirical assessment, Information System Research, Vol. 11 No. 4, pp. 418-430 [2] Black N. J., Lockett A., Ennew C., Winklhofer H. and Ennew C.T. (2001), The adoption of internet banking: a qualitative analysis, International Journal of Retail and Distribution Management, Vol. 29 No. 8, pp. 390-398 [3] Compeau D.R. and Higgins C.A. (1995), Application of Social Cognitive Theory to Training for Computer Skills, Information Systems Research, Vol. 6 No. 2, pp.118143 [4] Davis F.D. (1989), Perceived usefulness, perceived ease of use, and user acceptance of information technologys, MIS Quarterly, Vol. 13 No. 3, pp. 319-340 [5] Davis F.D., Bagozzi R.P. and Warshaw P.R (1989), User Acceptance of Computer Technology: A Comparison of Two Theoretical Models, Management Science, Vol. 35 No. 8, pp. 982-1003 [6] Dennis C. and Papamatthaiou (2003). Shoppers motivations for e-shopping – work in progress, European Institute of Retail and Services Studies, 10th international conference on recent advances in retailing and service science [7] Gerard P. and Cunningham J.B., (2003), The diffusion of internet banking among Singapore Consumers, International Journal of Bank Marketing, Vol. 21 No.1, pp. 16-28 27 REFERENCES (2) [8] Hewer P. and Howcroft B. (1999), Consumers distribution channel adoption and usage in financial services industry: a review of existing approaches, Journal of Financial Services Marketing, Vol. 3, No. 4, pp. 344-358 [9] Igbaria M. and Iivari J. (1995), The effect of self-efficacy on computer usage, Omega, Vol. 23 No. 6, pp. 587-605 [10] O’Cass A. and Fenech T., (2003), Webretailing adoption: exploring the nature of internet users’ Webretailing Behaviour, Journal of Retailing and Consumer Services, Vol. 10, pp. 81-94 [11] Galbreath, J, Rogers, T., 1999. Customer relationship leadership. TQM Mag . 11(3), 161-171 [12] Grareis, R., Huemann, M., 2000. Project management competences in the projectoriented organization. In: Turner, J.L., Simister, S.J. (Eds), The Gower Handbook of Project Management. Aldershot, Gower, pp. 729-731 [13] Goodhue, D.L., Wixom, B.H., Watson, H.J., 2002. Realizing business benefits through CRM: hittingthe right target in the right way. MIS quart. Exec. 1(2), 79-94. [14] Greenberg, P., 2002. CRM at the speed of Light: Capturing and keeping customers in the Internet Real Time, second ed. MCGraw- Hill, Berkeley, London 28 Thanks for your attention! 26 ... satisfaction of customer? ? needs, create value for? ? customers, maintain customer? ? loyalty to the? ?service? ?of? ?VinaPhone? ? • Create sustained profitability and long-term VinaPhone? ? 4th time... Management? ?does not have real time performance information • Customer? ?Service? ?does not have marketing information for? ?cross sell opportunties • Sales does not have easy access to client records • Customer? ?calls, old system doesn''t tie into account, so ... of customer? ? intention to develop CRM conducted all over the world, but no official studies in Vietnam 4th time Key words • Customer? ?Relationship? ?Management? ? (CRM) • Telecommunication service