ITARALDE, MARK DEAN D.

DLSU FEU/ MBA- JD PROGRAM

INFORMATION MANAGEMENT MR. RAYMUND GANOTICE

CASE STUDY INGRAM MICRO AND H&R BLOCK GET CLOSE TO THEIR CUSTOMERS 1. What were the challenges faced by both these companies prior to adoption of CRM? How do you think the Web and the Internet have changed customer expectations of service firms? What do you expect when interacting with a service firm online? Both companies Ingram Micro and H and R block experienced difficulties in managing customers. Both companies had to change their business process and there internal cultures to cope with the changing customer environment from transactional basis to more relational basis. There was also a need to pool a lot of discreet customer information from various and enlarging sources and strategize to make this particular system work to answer for its customers demands, in effect, addressing issues on customer relationships, including marketing and sales. The technology has changed the perspective of individuals for quicker and up-to-date solutions to their concerns. In effect, it changed the expectations of customers because they want everything to be shorter and quicker knowing that technology can actually do it for them. In transacting with online service firms, my satisfaction rests on its ability to respond immediately, address my requirements. 2. What do you think H&R Blocks financial advisor meant when he said their relationship with the customer needed to change from a transactional approach to a relational approach? Why would the customer want a more relational approach?

This is really to address the changing expectations of the customers. As the perspective of the customers changed expecting faster responses, the firm must able to upgrade its service to provide better reaction time and to allow the firm to prepare and plan its operations. The faster the firm is able to cope up with customers concerns, the more they are able to satisfy clients expectations and retain their loyalty which will ultimately yield to the desire of the firm to increase its marketability and profitability. The customer would want a better relationship because then they can trust the company more and feel more comfortable when using the company. 3. What quantifiable benefits do the managers in this video expect to gain? What other benefits are described? The managers expect to close business faster better reaction time. H&R Block expects to gain an early return on investment. Ingram Micro assumed a 25% increase in number of its traded accounts while doubling its market share. For Both Ingram Micro and H&R Block, the more that they are able to establish a better relational approach of dealing their businesses with their clients the more that they are able to enjoin loyalty of the customers and enjoy increase on their market shares.

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Why do you these firms choose Microsoft as the vendor for a CRM?

H&R Block in the interview has attested that within three months, they were able to roll-out the new system to their customers through the Microsoft CRM. Microsoft is one of the biggest and most reliable IT providers. As they enjoy huge market share, the possibility of more customers accustomed to Microsoft processes would make the rolling out of its new system easily understandable by both the firms employee users and the customers. 5. What changes in business processes do you think were needed to successfully implement the CRM systems. Both companies needed tools that will allow them to serve clientele on a better timely approach and better customer knowledge. The enterprise software which is business-process driven, by incorporating hundreds of business processes thought to represent best practices is an important tool to implement CRM systems. This requires that companies need to revise and model their business processes to conform to the best-practice business process in the CRM Software. Ultimately, the Companies need to look on how to adjust processes to upgrade its sales, marketing and service as whole.