CRM IMPLEMENTATION FAILURE AT CIGNA CORPORATION CASE STUDY PPT

Aim of the CRM plan: Overlooked in market segmentation analysis performed by the Marketing dept. At the same time, began laying off customer service reps as part of a planned consolidation of 20 primary and specialty service centers into 9 regional centers Rationale: In finance, a company is legally bound to create reports in certain ways. Determine the profitability of your customers 2. Where is the hot dog stand?

They could see themselves what information they could now get and how powerful it is. All gaming machines are computerized and networked. Expected new IT system to deliver huge gains in productivity from automated claims processing and customer service. The company was looking for ways to address the greatest problem we see in financial services: CIF requires data from a disparate set of databases, located in various parts of the enterprise containing data of varying ages collected from various sources and channels, and stored in a multitude of different architectures and platforms Ex: Despite Anania’s confidence in it, the changeover did not go smoothly, encountering several glitches. Have experienced project managers to monitor every stage of the process.

Mining the Value of Data: Reengineering forgot about people. Who should receive which offers? Gaining a Competitive Advantage.

CRM Implementation Failure at Cigna Corporation

Eliminate unnecessary paperwork Ensure timeliness of data Corporatkon responsibility and authority to a specific individual: CIF requires data from a disparate set of databases, fialure in various parts of the enterprise containing data of varying ages collected from various sources and channels, and stored in a multitude of different architectures and platforms Ex: I never let them take me on a tour of the building.

Published by Elfreda Morrison Modified over 3 years ago. Data is ignored At its core, Stjdy is about data – customers, products, inventory It then uses software to manage the information to serve specific business purposes and determine future needs of customers.

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Don’t expect productivity gains for months after the new platforms go live – Don’t make business decisions based on anticipated projected savings or gains. Although data quality maintenance is not the front-facing functional module in a CRM project, it is a necessity to get value from the CRM investment.

And finally, they are critical of the lack of customization available from some offerings. Who is a profitable impplementation People Issues Build or Buy or Rent? Test, and retest, in a real environment and end-to-end before going live – Take your time moving data from the legacy systems to the new platforms, and do it in bite-size chunks so that you can fix glitches as you go.

crm implementation failure at cigna corporation case study ppt

What gets measured and rewarded gets done! Case Study Volumes Collection. IBM-based transaction systems are located at each casino property; they store all casino, hotel, and dining transaction data. Expected new IT system to deliver huge gains in productivity from automated claims processing and customer service.

crm implementation failure at cigna corporation case study ppt

Shell Exploration and Production took 7 months to map data from 27 data sources in a GB data warehouse, using a tool from Kalido Ltd. CRM records information about customers like transactions, preferences, and even personal information. Wait to see if they materialize.

Casinos Not Restaurants or Bars or Shows Belief that competing on the basis of billion-dollar facilities was NOT the most prudent use of capital Returns on such facilities often weaken when the novelty wanes 2.

Dell CIO Technology challenges took a back seat to the challenge of breeding acceptance of the system to target users – customers and sales people, who are not technology professionals Hence, had to develop self-managing, simple tools L. NOT the gold cuff-linked limousine-riding high rollers that casinos fawned over many years Middle-aged and senior adults with discretionary time and income who enjoyed playing slot machines Did not stay in a hotel but visited a casino on the way home from work or on a weekend night out L.

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Good data quality does not drive value in and of itself but it is the means to achieve high-value benefits. Cigna’s top management analyzed the reasons for the debacle.

Packaged Software and Enterprise Resource Planning.

crm implementation failure at cigna corporation case study ppt

System went live 3. Its systems, reserves of data and marketing-led culture will not be easy to replicate.

Outline Harrah’s: A CRM Success Story Cigna HealthCare: A CRM Failure – ppt download

Make sure your back-end data is cleansed and filtered for front-end use – When it comes to data migration, take nothing for granted.

As a result, customer service went haywire resulting in millions of dissatisfied customers. Just as we are careful and meticulous in managing cash and negotiables, we have a duty and obligation to exercise a high degree of figna with the data that is the basis for customer relations and decision-making.

Start small and get early wins Necessary for executive buy-in for funding support 6. Age, gender, and distance from the casino were identified as critical predictors of frequency.