Case

Financial CRM

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Problem Definition

Your client is a big financial services company in Germany that just implemented a Client Relationship Management (CRM) system. Its intention is to provide the leadership with a real time view into the organisation’s sales channel.

Before the introduction of the CRM system the sales teams have maintained the client sales information in separate Excel spread sheets. This made it very complicated for the managers to have an overview of the latest information.

At the end of the fiscal year, all sales teams have to migrate their sales data into the new system. They want our advice regarding the necessary change management.


Comments

This case is made to be interviewer-led. Therefore the interviewer should guide the interviewee through the interview.

This is a Human Capital Case and therefore is slightly different than other “Strategy” cases. Here the focus is more on the approach needed to introduce the change and make it sustainable.

The questions in the big boxes should be read out and shared with the candidate.

The case should be carried out in a conversational format with hints and clues in order to push the candidate through the questions.


Short Solution


Detailed Solution

The following framework/structure provides an overview of the case:

Case Structure

I. Background

1. Who are the stakeholders and how would you communicate the change to them?

A good answer would include:

Stakeholders:

  • Leadership, sales teams and the rest of the organisation

Communicate change:

  • Find out what way of communication is preferred in the company.
  • Identify a change introducer (leads one-on-one sessions)
  • Describe how the helpdesk should be contacted.
  • Create a central place for feedback.
  • Use honest communication (describe both good and bad attributes)
  • Generate excitement/engagement through a well-branded communications campaign (used by all communications/marketing)
  • CEO Webcast announcing the change.

II. Issues

2. What could be other issues and how would you solve/address them?

  • How can we make sure people know how to use the system?
  • What is the benefit of the system to their users (if there is any)?
    (if candidate has problems, use the buzz words “incentives”/”benefits”)
  • How do we know that we made the right decision in introducing this system?

A good answer would include:

  • Training for sales teams and technical support.
  • Design and implement incentives tied to Performance Management.
  • Create success metrics.

III. Evaluations

3. How would you measure the success and what could you possibly do if management resists the change?

  • How and in what time frame would you set goals for the outcome of the project?
  • How would you respond if management refuses the change?

A good answer would include:

  • Set measureable goals for the project, e.g.:
    • 75% usage by the end of the project
    • reduction of manual excel spread sheets by 50% within the first 3 months of the project.
  • Show the management other projects that can now be tackled in order to improve company performance, as less time is being spent on maintaining the excel spread sheets.

IV. Conclusion

4. What is your final conclusion/synthesis of the provided information?

The main conclusion should be that:

  • The change affects employees at all levels and there is a need to plan the introduction thoroughly.
  • There should be training for users as well as supporters.
  • The change should be positively advertised and provide some benefits for everybody.
  • It is important to set goals and measure the success of the project.

Difficult Questions

Assume the system was implemented WITHOUT change management and it failed (was not adopted).

The team wants you to save the project.

What would you do?

Possible solutions:

  • Analyse how the system was implemented.
  • Try to get feedback about the reasons why it was not adopted (meetings, workshops, etc.). Let everybody know that their opinion is valued and the system will be changed according to the suggestions.
  • Start a new, better branded campaign introducing the changes that will be made to the system in order to make it more adapted.

More questions to be added by you, interviewer!

At the end of the case, you will have the opportunity to suggest challenging questions about this case (to be asked for instance if the next interviewees solve the case very fast).

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