CHAPTER 8

HR in CRM

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 INTRODUCTION

 In the industrial age distributors, resellers, stockists,

dealers established the link between producers and
consumers. Relationship with final consumers was
founded on serving the needs like Distribution, Product
Performance and Servicing the Product.

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CONCEPTUAL FRAMEWORK OF IMPORTANCE OF HR IN
CRM

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 CRITICAL SUCCESS FACTORS FOR PEOPLE IN CRM

 Motivate & Educate personnel

 Train users about how to use the Product and Service

 Secure user ownership

 Foster employee creativity and innovation

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TRANS FORMATION OF ORGANISATIONAL
PYRAMID TO INVERTED PYRAMID

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LEADERSHIP FOR BUILDING CUSTOMER
CENTRIC ORGANISATION

 Leadership works through people and culture.

a) Service leaders visualize quality of service as the
foundation for competing.
b) One of the key responsibilities of a leader as per
Christopher Lovelock/J. Wirtz is to ensure that the
organization culture is understood and nurtured at the
frontline.

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 FOUR HURDLES ARE FACED BY LEADERS IN
REORIENTING AND FORMULATING STRATEGY
 Cognitive Hurdles– People cannot agree on the causes of
current problems and need for change
 Resource Hurdles– Organisation is constrained by
limited funds
 Motivational Hurdles – Employees reluctant to make
needed changes
 Political Hurdles– Organised resistance from vested
interests seeking to protect their position

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 Hiring: Skill sets/personality profile for recruitment
depend on the job role however, some of the desired
personality attributes for a customer contact executive
are:
- Flexibility
- Tolerance for ambiguity
- Ability to monitor and change behavior on the basis of
situational cues
- Empathy for customers
- Willingness to help others
- Ready smile, etc. 9
 Selection Process:
 Interviewing Techniques

 Personality Tests

 Assessment Centre

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DEVELOPMENT OF SERVICE MANAGEMENT & DELIVERY SKILLS

 Knowledge
 Skills

 Attitude

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 TRAINING METHODOLOGIES

 Instructor led Training (ILT)

 Computer Based Training (CBT) or Self Paced Learning

 Combination of ILT and CBT

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 REWARD & RECOGNITION SYSTEM
METHODS
Successful service companies build extremely strong R&R
systems to:
 Communicate strongly the value placed by the
organization to achieving high level of service delivery.
 Alignment of the organization to the core purpose of
excelling in customer experience.
 Create role models from those meeting the above
objectives.
 Motivate individuals to strive for excellence in creating
positive / delightful customer experience either directly
or supporting someone who is servicing the customer.
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 INDIVIDUAL REWARDS AND
RECOGNITION

 On the Spot Awards

 ‘Champions’ / ‘Role Model ’ Awards

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