The end goal is to provide these senior leaders with improved data and insights to make better 'people' related decisions that ultimately improve organizational performance.
If you run any kind of business, chances are that you have customer relationships to manage. Customer Relationship Management systems are designed to help organizations improve the way they interact with customers and prospects by organizing and automating customer-related processes, including sales, marketing, and customer service activities.
With a CRM solution in place, organizations can improve the sales, marketing, and customer service life cycle, resulting in increased revenue and better customer relations.
Cigna Corporation Cigna Corporation is one of the largest health insurance companies in the United States.
The impetus behind the initiative was to improve enrollment, eligibility, and claims processing with integrated processes and systems. With such systems in place, Cigna would hypothetically be able to process medical claims more quickly and efficiently, while also providing their customer service agents with a unified view of Cigna members.
Such changes would require integrating back-end processes with the CRM applications on the front end, as well as implementing new processes to accommodate the new enrollment, eligibility, and claims procedures that Cigna wanted to implement.
This, in turn, would necessitate training staff on how these new processes would work and a revamp of customer service procedures to complement the new systems being put in place. A mass migration to the new infrastructure was carried out, which resulted in Cigna members being unable to access information about their coverage, which then led to an inundation of customer inquiries that the customer service department was unprepared and unable to respond to.
As a result, membership dropped from Cigna also underestimated the cost of the CRM project and overestimated how quickly they could go live with the new system and applications. Moving forward, Cigna slowed their migration and performed a more thorough examination of their processes, systems, and staff to better understand how their new applications could be best utilized once implemented.
In the end, Cigna was able to improve the efficiency of their claim processing and billing procedures, and also streamlined their customer service and sales force management processes with the new CRM applications.
Though implementing a CRM system can provide organizations with increased visibility into customer-related activities and improved accuracy in reporting and forecasting, benefits like these cannot be achieved if the CRM implementation project goes wrong.
What are some of the reasons that could cause a failure in CRM implementation? A CRM system that is clunky and un-intuitive will be met with resistance by its users, decreasing the chances that the solution will be adopted by the people and departments that would be best served by such a system.
Due diligence must also be undertaken in the planning and strategy phases for choosing, selecting, and implementing a CRM system. Organizations should discuss and map out which processes the CRM system will touch and how it could improve those processes.
All the stakeholders who will be affected by the implementation and use of the CRM system should be involved in all stages to ensure that their requirements have been determined and will be met by whatever solution is chosen.
Training processes should also be discussed so that users will know how to best leverage the CRM solution for their needs. Lastly, realistic goals should be set to measure the success of the CRM implementation project. Looking for additional information on the leading CRM software?
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Consultant Web Contributor, Business-Software. She has several years of experience covering the software technology world, writing about the latest companies and trends and interviewing the founders of emerging andIn the analysis that follows, I use Hershey’s ERP implementation failure as a case study to offer advice on how effective ERP system testing and project scheduling can mitigate a company’s exposure to failure risks and related damages.
Case Study in CRM Implementation Failure: Cigna Corporation Cigna Corporation is one of the largest health insurance companies in the United States. In , Cigna undertook a $1 billion initiative to overhaul their technology infrastructure and implement a CRM system.
CRM Implementation at Cigna • The CRM was intended to work with both the back and front end of the company.
It would increase efficiency and productivity of sales, customer service reps, and.
CRM Implementation Failure at Cigna Corporation The case gives a detailed account of the Information Technology (IT) and Customer Relationship Management (CRM) initiatives implemented by the HealthCare division of Cigna Corporation, the third largest health care services provider in the US.
A Case Study of ERP Implementation for Opto-Electronics Industry. (CRM) 1. Introduction APICS.
A Case Study of ERP Implementation for Opto-Electronics Industry. Developing a multi- faceted approach to existing operations and improving them prior to beginning the software implementation sets the stage for a victorious solution installation.
Cigna CIO Andrea Anania looked out at peers at an October conference in Rancho Mirage, Calif., and declared that she had successfully reengineered her company’s IT. Clearly, CRM remains a vital yet risky enterprise, with success riding on organizations correctly approaching its planning and implementation. The remainder of this book is . The case gives a detailed account of the Information Technology (IT) and Customer Relationship Management (CRM) initiatives implemented by the HealthCare division of Cigna Corporation, the third largest health care services provider in the US.
Cigna CIO Andrea Anania looked out at peers at an October conference in Rancho Mirage, Calif., and declared that she had successfully reengineered her company’s IT.