Dow Corning Case Study

Individuals who spend a majority of the working day on the go tend to need access to certain information in real-time. Some of the most common occupations are sales, insurance, and telecommunications. In the case of Dow Corning, the sales force has been described as not adaptive to change unless it relates to increasing income and benefits time management. (O’Brien, & Marakas, 2011). Some of the advantages of implementing mobile Customer Relationship Management tools are having more information prior to meeting a customer. For instance, if you have an angry client due to late shipments or their order discrepancies, knowing firsthand if the issues have been resolved. It would not make for a good sales call if the salesperson is suggesting a
Some of us might have experienced the satellite/cable technician in the early stages of the service coming to your home and having the order mixed up, then the installer would tell you they would leave a notation in your work order at the office when they return. Today, it can be done through their mobile device and or a simple cell phone call. Most customers like to be able to track and communicate with the organizations they deal with, expectations today require an online presence. When Dow Corning and Direct TV integrated CRM tools, it was planned to better utilize efficiency, however it should be noted that having the new technology only works if it can be accepted and learned by the individuals. (Šebjan, Bobek, & Tominc, 2017). Having the support of upper management will lead to a better outcome. Sometimes there are sales persons who might work a great distance from their office, having a mobile platform provides most of the data needed to accomplish tasks. Other improvements are the ability for everyone in the field to be able to provide better customer service by giving information to customers without always having to make a phone
This, in turn, provided feedback that revealed some of the negative aspects, some of the concerns included the information fields. Consequently, the company worked to streamline the application in order to make data entry less taxing for the salespeople. (O’Brien, Marakas, 2011). One other feature, sales lead generation was improved, this saved up to thirty minutes per customer. Dow Corning integrated an interface that was compatible with the Windows system, the Enterprise vendors have realized the need for more and better products, therefore company upgrades are feasible today. People, process, and technology plays an important part in the use of CRM. (Iriana, Buttle, & Ang, 2013). I think that organizations should consider the business culture within the firm when starting a new CRM. For example, as having experience in the late eighties working in life insurance, everything was done out of a briefcase. The day was not done until you updated your book that was as big as a bible. Going into the technological era, the insurance salespeople have either a laptop or tablet and the data is instantly filed as the route is done. However, as with many older workers who have not embraced technology, there is resistance to adapt to change. Consequently, it would take some form of incentive as humans, we seek praise and approval being part of our