Amagansett Funds

Topics: Customer relationship management, Implementation, Marketing Pages: 2 (818 words) Published: May 7, 2011
Amagansett assignment
1. In a competitive world, every organization that wishes to survive, has to try improving its product/service to suit customer's (internal or external) requirements and satisfies his needs. The idea is to recognize, analyze and systematically and constantly improve processes. Information system’s central role is transforming data to information by organizing, filtering and summarizing it. It also helps to implement the knowledge during decisions making. Amagansett was interested in functionality that lets a company keep track of past contacts with its customers and plan future ones. Wholesalers were to use the system and enter details of their meetings with investors. Amagansett managers considered CRM software important. President of sales envisioned that the system would help generate reports so that sale managers could keep track of what wholesalers were doing and make sure that each customer was appropriately served. 2. Information system shouldn’t be treated as technical system only. Its development and integration are organizational project with all it implies. During system implementation process there is a need of system builders to cooperate with future system users. Successful implementation of IS in organization depends on users’ willingness to change their behavior and performing tasks following the new process. Amagansett employees involved in the CRM implementation were mainly from the IT function. Standard system was used and its customization to future users didn’t get enough attention, therefore those couldn’t (or weren’t interested to) integrate the system efficiently in their work. Most users hated the system. Wholesalers didn’t have time to use it, the screens weren’t well-designed (required to enter duplicate data for one site), and therefore data entry was done incorrectly or incompletely. As a result sales managers distrusted the reports and had a poor idea of what was going on with their organizations and at their...
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