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- Submit Chapter 3 Leadership Challenge page 101, submitted in a Word document approximately 2 pages.
Leadership Challenge: Whose CRM is it Anyway?
Alice Klein wondered what she should do next as she hung the
phone. As vice president of sales for New World Manufacturing, she was
responsible for more than 200 salespeople around the country. New World was a
manufacturer of precision components for bicycles (gear shift mechanism). Among
the company’s client were Cannondale and Giant Bicycles as well as other leading
bicycle companies around the world. In addition to the original equipment manufacture
(OEM) market, New World did a great deal of business selling after-market accessories
to bicycle retailers.
Alice had pushed hard for a CRM system to be implemented
at New World. Finally, as part of an overall upgrade of the IT system at the
company, senior management had purchased a CRM package that included state-of-the-art
software and hardware to help New World do a better job of managing its
customer relationships. It was expensive to get the package Alice and other executives
knew was the best solution. The final cost ran into several million dollars plus
additional training time.
It is now six months since the purchase of the system and
Elliot Whitney, vice president of information technology, just called Alice to
say he still had not received a detailed summary of the information needed by
the sales force. He told Alice that senior management was asking about the
status of the CRM system. Management wanted the entire company to benefit from
the system and were looking forward to its implementation.
The company had a lot of information about its customers
as well as other data that could be incorporated into its CRM system’s potential
and had spent a great deal of time thinking about how the sales force could use
it most effectively. After hanging up with Elliot she knew it was time to
decide how the new CRM system would be implemented with the sales force.
are Alice Klein. What critical information do you think would be the most
helpful for the sales force to be able to access about the relationship between
New World and its customers?
technology would you use to deliver this information from the CRM system to the
salesperson (tablet, smartphone, laptop, or something else), and why would you
choose that technology?
kinds of issues do you think might come up for New World as it implements the CRM
system with the sales force, for example, possible salesperson resistance to
collecting information for the CRM system?