Question

Shell Malaysia has use Star CRM solutions, analyze and evaluate what have Shell Malaysia organization use in operational, analytic, and collaborative functions of the chosen CRM and highlight Star CRM solutions benefits to Shell Malaysia organization (explain in detail)

Answer 1

The Customer Relationship Management (CRM) is software based solution to manage and record all activities related to Marketing, Finance and Operations. This is mostly cloud based solution so it can accept all variety of operations. The records like costumer contact, project opportunities, project leads, management resources, cases for every activities etc can be stored. This software is having facilities to integrate with third party software also. With the CRM, we can easily find out our success and failures. For example, this if you have failed to grab the opportunity, you have to mention this as ‘Opportunity lost’ with putting you effort in dollars and Time. If in case you won the opportunity, you need to update record as ‘Opportunity won’. If the practice has been followed for all opportunities, the data can speak about your success ratio. Below are advice for Shell Malaysia,

Shell Malaysia organization use in operational, analytic and collaborative functions:

· Mapping of all organization structure in CRM including international reporting: So, this way responsibility and accountability can be identified. Anybody in the organization can see the hierarchy and can interact easily with desired resources upon business needs. The access to see the details of other shall be controlled by authorities. The responsible contact for dedicated location of Shell should be logged.

· Records of vendors: Shell is having so many vendors which are supporting from various location of Malaysia. The vendors with the capacity planning shall be stored in CRM software. This will be beneficial if costumer has fluctuated the order at higher side.

· Record of all selling location: The selling location shall be recorded with their potential counts. The strage of petroleum product and warehouse facilities shall also be recorded.

· Culture and language of employee: This recording will help to deal with the different type of costumer and ease of transfer of employee at demanding selling locations.

· Chatter facility: The employees should be able to pass on the information through chatter. This will help Shell for quick interaction.

· Recording of time and expenses for selling and marketing effort: Any opportunity (lost or won) shall be recorded with the expenses and time. The reason of failure and success shall also be recorded for future reference.

· Record of Costumer (Internal and Externals)

· The expectation from CRM is to generate the data which is fit to analysis. The benefit to get this data is to analyze Shell’s performance in various situations and circumstances. This will help Shell to perform better.

· Report of selling data: The report format shall be good to see as much as information at a glance. The format shall be easily mapped and importable in MS excel Spreadsheet.

· QA/ QC records: Quality records shall be stored for each activity (internal and external).

· Dashboard: The dashboard should be able to help for capacity and resource planning.

· Opportunity details: Won and lost opportunity lists with location, costumer contact and resources.