Office Based CRM Systems Case Study

Office based CRM systems are powerful tools, but once outside a computer environment the user is completely disconnected from the wealth of information afforded by the CRM (Maximizer, 2015). The mobile CRM deployments were a huge benefit to Dow Corning and DirecTV. CRM was implemented on mobile devices and also on tablets. This provided great connection between the customers and the company. The goal for Dow Corning and DirecTV was to provide excellent customer service and to make it easy for Dow Corning sales and marketing staff to be able to use the CRM system in an easier way (O’Brien and Marakas, 2011).
The Dow Corning team has really focused on creating the applications based upon what the sales people need for their work (O’Brien and
The security of an application can present many different types of challenges. Companies must deal with the concerns of monitoring and regulating the authentication, what information may be released and how they are able to remotely wipe the company data from a phone but leave the personal data in the event that the person’s phone is lost or stolen or even when someone leaves the company (Thampi, n.d.). One of the biggest concerns with security is the protection of intellectual property of the company (Thampi, n.d.). The mobile users may inadvertently leak data, but hackers are also a big threat as well (Thampi, n.d.). Dow Corning and DirecTV did not specifically touch on this subject in the article of how they accomplished this challenge. I do think though that this was high on their priority list, as it is with most companies when introducing a new application to the
Of course, unless it allows them to make more sales or user their time more efficiently (O’Brien and Marakas, 2011). Dow Corning had an advantage going into the implementation of the new application, Chip Reeves. Chip had spent around twenty years as a salesperson, so he new how those salespeople tend to think when it comes to new process or new technology (O’Brien and Marakas, 2011). Dow Corning has approached this challenge by having heavy involvement with the salespeople and listening to their ideas and concerns. Their approach went by looking at he normal day of a salesperson and looking at their needs and wants (O’Brien and Marakas, 2011). By doing this, they have been able to have successful implementation of the new application. They have also received great feedback on the application and have been working with the salespeople of what other changes may need to be made to make the application more efficient. This is a constant work in process, but Dow Corning feels that they are headed in the right direction. They feel as though their salespeople now have a competitive advantage, whereas before they may have not (O’Brien and Marakas, 2011). DirecTV took the approach of telling the salespeople you are going to use this new CRM system and you are going to be able to give better quotes and service to your customers (O’Brien and Marakas,