Read the CRM at Minitrex Case Study on pages 243-245 in the textbook. Answer the Discussion Questions at the end of the Case Study. Your responses must be complete, detailed. ??

1. It is possible for someone at Minitrex to call a customer and not knowing that this is a customer and it is the third time in a week that they had been called due to following reasons:

A. Inconsistency between Minitrex systems

B. Not getting updated information

                                            

2. Bettman must take the following steps in order to implement CRM at Minitrex:

A. Ensuring strong leadership

B. Bringing harmony between people

C. Controlling current system and processes

D. Requesting a new system

Answer:

Minitrex is a company whose products' selling is mainly focused trough insurance and finance department. These two important divisions of Minitrex are administered by four systems that are marketing, finance, insurance, and CFO. Major failure of Minitex is its unprofessional sales calls as the data at Minitrex is not centralized. Hence, as a result, sales persons face many problems while keeping track of their customers' details with Minitrex current system. Moreover, both the main divisions finance and insurance division are not ready to collaborate with each other and are making the current situation of Minitrex more complex.

George Degas is sales director at Minitrex. Harold Blufmen is the Vice President of Minitrex Insurance division and Mariella Hopkins is the head of Finance division. Jon Bettman is Dega's boss.

1. It is possible in case of Minitrex to call a customer and does not even know that it is a customer and third time in a week they had been called due to following reasons:

a)     Inconsistency between Minitrex systems: At Minitrex, the divisions are not sharing same systems so it may happen that they do not get the updated information when a person is looking for the information. This situation can result in the person is calling a customer without knowing that he is calling a customer.

b)     Not getting updated information: Certain employees keep a track on their own information by themselves and maintain their own personal records. So, it may happen that a customer has been already contacted three times by the company but no one has updated the system as employees may have used their own memory to keep a track on which they have called.

2.  Bettman must take the following steps in order to implement CRM at Minitrex:

a) Ensuring strong leadership: Firstly, Bettman has to bring everyone on the same level before implementing CRM for bringing unison at Minitrex as every division of Minitrex is running on different conditions. For that, Bettman needs to be a strong leader of his department and make every decision ensuring that it is the best choice for his entire department whether everyone agrees to his final decision or not.

b) Bringing harmony between people: Bettman should discuss with Harold Blufmen and Mariella Hopkins the problem facing by the entire company because of not having unity between their divisions. Bettman is required to unite both the divisions by explaining them the importance of collaboration.

c) Controlling current system and processes: Before the installation of a new system, Bettman has to control and handle their current system by ensuring that the employees of Minitrex are getting the up-to-date and accurate information.

d) Requesting a new system: A request for the new system should be delivered to IT explaining the need of a new centralized system at Minitrex. Bettman is required to network with IT as involvement of the boss of the company will bring more importance to their request. This time, Bettman should request a system that is able to have customer interface and is more centralized than before.

Reference:

 https://studymoose.com/crm-at-minitex-essay