New Generation Technology CRM at essay

Download this essay in word format (.doc)

Note: Sample below may appear distorted but all corresponding word document files contain proper formatting

Excerpt from essay:

Figure 2:

Dell Inc. Marketing and Manufacturing Process Integration

Based on analysis of Sources: (Kapuscinski, Zhang, Carbonneau, Moore, Reeves, 2004) (Gunasekaran, Ngai, 2009) (Bilek, 2010)

Discussion of Current Business Issues

Today Dell suffers from not having enough insight into the most critical customer relationships necessary to grow its emerging virtualization and Cloud computing businesses, as the company's approach to managing by technology instead of customers created a very myopic mindset. The transition from being purely technology- and product-centric to one that puts customer feedback and their insights into the center of a business model can only be achieved by measuring processes and improving them (Liu, Guo, Lee, 2011). Nowhere is this more evident than in the company's quoting process. Ironically for a company so well-known for its build-to-order process online, tis enterprise-wide quoting systems are seriously broken and often can take weeks to produce a highly specific quote for a series of servers for example (Gunasekaran, Ngai, 2009). The lack of customer insight into why customers are ordering a specific configuration also needs to be assessed. This lack of information has led to incorrect configurations being recommended to long-standing customers and the quoting timeframes drastically increasing from weeks to in some cases months for very complex system and network configurations. The consumer and low-end configurations of systems is very efficient as it has become integrated into the overall supply chain workflows however the higher-end systems lack CRM and process integration.

Proposed Solutions

There are many potential solutions to the lack of customer insight and intelligence as it relates to the quoting process. One of the most expedient is to create a small CRM system based on, which is delivered entirely over the Web, and integrate the back-end systems to the quoting application, an approach used in other manufacturing companies successfully (Rapp, Trainor, Agnihotri, 2010). This approach would provide easily usable applications and would also be paid for using operating expense (OPEX) funding, an approach Dell relies on as Capital Budgeting (CAPEX) is a lengthy process and heavily reliant on the cost of capital and interest rates. The SaaS-based approach would allow for quickly defining the strategic priority of customers and also give insights into how best to create a more customer-driven enterprise quoting process (Wu, 2010). The downside of this approach however is the lack of security for the data involved and the fact that data capture and analysis is not as well defined within the Dell process workflows as well. As a result of these factors, going to a SaaS-based approach to implementing advanced CRM systems into Dell to further increase their insights into customers is not going to be effective, however it will have a rapid turn-around time to be completed.

A second approach is to define the customer data management requirements of the complex quoting systems workflows, and selectively define a CRM system that only focuses on accelerating the quoting workflows. According to an analysis of the latest levels of performance for the complex quoting process for highly integrated Cloud, virtualization and storage systems, the average turnaround time for a quote is up to 21 days. This has been derived from an analysis of the days-sales-outstanding, inventory turns by complex systems and the deals won on complex system sales. In addition, the use of customer data could also streamline the response to quoting requests over time, as the workflow connection points would be more easily planned for and defined. In short, customer data could become the basis of accelerating the quoting process if used as a means to create trust with customers and also unify Dell around customer centricity, not technology. The transition from being technology to customer driven often accelerates the more complex processes if customer data and their metrics become the critical goal first, not just internally derived efficiency metrics (Rapp, Trainor, Agnihotri, 2010). Often the implementations of CRM systems to manage customer intelligence at this level are highly integrated into ERP, SCM and production planning systems to ensure businesses stay on track to the goals that matter most to customers over time. Often this type of CRM system is designed to be installed and operated entirely within the company.

Recommendations for Executive Committee

As the lack of customer insight into the more complex quoting processes Dell is increasingly relying on for generating system sales is slowing down response times, a CRM system that can deliver insight and intelligence, in addition to analytics is critical. The use of customer-based data management systems that can track quoting performance to customers' original quotes for storage networks, virtualization-based servers and private Cloud systems, which are together the most complex solutions Dell provides, is critical for long-term profitability. There is also the need for creating a more streamlined series of processes in the need assessment, design validation, automated drawing generation, product configuration and document generation processes.

The recommendation to the executive committee is to invest in a CRM system that can bring both customer-based relationship data in addition to quoting intelligence and history into the workflows shown in Figure 3. The need for creating a single customer data record is also essential for the performance gains in complex quoting from 21 days to 1-hour be attained.

Figure 3:

Comparing the Quote-to-order Workflows for Complex Networks at Dell

Based on analysis of sources: (Dell Investor Relations, 2011 and SEC Filings) (Kapuscinski, Zhang, Carbonneau, Moore, Reeves, 2004) (Gunasekaran, Ngai, 2009) (Bilek, 2010)


Bilek, G.. (2010). The Value of Information Sharing in a Build-to-Order Supply Chain. The Business Review, Cambridge, 15(1), 131-136.

Ernst, H., Hoyer, W., Krafft, M., & Krieger, K. (2011). Customer relationship management and company performance -- the mediating role of new product performance. Academy of Marketing Science. Journal, 39(2), 290-306.

Finnegan, D., & Currie, W.. (2010). A multi-layered approach to CRM implementation: An integration perspective. European Management Journal, 28(2), 153.

Gunasekaran, a., & Ngai, E.. (2009). Modeling and analysis of build-to-order supply chains. European Journal of Operational Research, 195(2), 319.

Roman Kapuscinski, Rachel Q. Zhang, Paul Carbonneau, Robert Moore, and Bill Reeves. 2004. Inventory Decisions in Dell's Supply Chain. Interfaces 34, no. 3, (May 1): 191-205.

Ling-yee, L.. (2011). Marketing metrics' usage: Its predictors and implications for customer relationship management. Industrial Marketing Management, 40(1), 139.

Liu, C., Guo, Y., & Lee, C.. (2011). The effects of relationship quality and switching barriers on customer loyalty. International Journal of Information Management, 31(1), 71.

Rapp, a., Trainor, K., & Agnihotri, R.. (2010). Performance…[continue]

Cite This Essay:

"New Generation Technology CRM At" (2011, February 28) Retrieved October 24, 2016, from

"New Generation Technology CRM At" 28 February 2011. Web.24 October. 2016. <>

"New Generation Technology CRM At", 28 February 2011, Accessed.24 October. 2016,

Other Documents Pertaining To This Topic

  • CRM Using Data Warehousing at

    It is important to realize that the level of technology investment at present is sufficient for the current project; this proposal does not necessarily advocate any additional spending on pure technology. What this analysis pinpoints as a major area of concern is the slow and very gradual transformation of FAC when it needs to move much faster towards its customer goals. The lack of speed and urgency in the shift

  • CRM in the Latin American

    The crux of his research focused on the technological aspects of CRM supporting is the essence of rising above all these other forms of unwanted communication and staying relevant for the long-term to prospects and customers. Research Design The proposed research design will focus on interviewing approximately 500 customers of Latin American tourism providers in the last twelve months and assessing their relative levels of satisfaction using a survey designed using

  • New Customer Service Application on

    Alliances and partnerships that enrich the customer service experience of any online self-service application are exceptionally effective across other industries as well. Conclusion The introduction and support of an online self-service application is a multifaceted and highly coordinated strategy that requires system and process integration to be successful. In addition the support for roles-based access and preferences definitions is also critically important as consumers are increasingly expecting this from their online

  • CRM Proposal Started at Section

    This portal will also include the following: Dashboard of project status with custom-defined analytics, business intelligence (BI) and metrics of performance showing in real-time the status of the project. Project phase timelines and any potential dependencies they are dependent on also noted, along with scenario planning for overcoming their potential for derailing or slowing the projects' progress. Minutes of weekly and monthly meetings with stakeholders evaluating their overall feedback on project direction. Project

  • Technology Customer Relationship Management the Lifeblood of

    Technology: Customer Relationship Management The lifeblood of any business are its customer relationships and the lifetime value of customers from one product or service generation to the next. As cost and time pressures impact a business however they often resort to dealing with customers on transactions only, not investing the time in fully understanding their needs. As the text and course have shown, the integration of technologies into customer relationship strategies

  • New CRM System the Most

    Com and their continual stream of new updates on key applications. This will be handled by the it teams and the users of the system do not need to have visibility into the details of this. When major new features are being introduced by then formal application training will be completed to introduce features to the users quickly. Support internally will be handled by the it help Desk which

  • Technology on CRM in Cincom

    Now the Cincom main website and ancillary sites all are compatible with the Apple iPad, iPhone and iTouch, in addition to the comparison features on the site itself, which allows for different software applications to be compared as well. As Cincom sells its own guided selling system, the company uses this technology to provide customers with knowledge-based search throughout the entire product lines and also through specific prepackaged solution

Read Full Essay
Copyright 2016 . All Rights Reserved