Symantec faces several challenges in overhauling its ERP systems, including management, organization, and technology.
The purpose of customer relationship management (CRM) is to comprehend customers' needs and behaviors in order to establish stronger relationships with them. However, Symantec failed to recognize the importance of customer service, resulting in challenges in call centers, ineffective cross-selling, and problematic marketing and sales processes. The company was unprepared for handling unsatisfied customers seeking support, which caused a drastic increase in call waiting times from an average of 2 minutes to 25 minutes. Additionally, ordering products from Symantec became more difficult due to complex processes, excessive steps, and information overload. Consequently, CRM played a significant role in the struggles faced by Symantec when attempting to improve its ERP systems.
Symantec has encountered difficulties in modernizing its ERP systems, pri
...marily because of problems with human resource management. The company hired inexperienced and unskilled personnel to assist dissatisfied customers with the new system, but their attempts were unsuccessful in resolving any issues. Human resource management involves overseeing individuals within an organization, which entails responsibilities like recruitment, training, providing benefits, and addressing emerging concerns.
The management team, also known as senior management, is responsible for the day-to-day administration of a company. However, they did not effectively handle the company after implementing Project Oasis. Their handling of problems was insufficient and they failed to coordinate the development of their new ERP system with the introduction of other products from different divisions within the company.
Previously, the software licensing process was efficient as customers would promptly receive a license certificate upon ordering. However, the introduction of new software has
caused major difficulties for both customers and partners. Currently, they experience delays of several weeks in obtaining their licenses.
In my opinion, Symantec's response to the problem was inadequate. This case study emphasizes the importance of Customer Relationship Management (CRM) in Enterprise Resource Planning (ERP). The goal of CRM in ERP is to enable effective customer relationship management.
Improve customer service
The goal is to improve the effectiveness of call centers.
To improve the efficiency of cross-selling, it is important to enhance the effectiveness of selling additional products.
Assist sales staff in achieving faster deal closures.
Simplification of marketing and sales processes.
Find fresh clientele
Increase customer revenues.
Symantec's response to the problems was as follows:
The introduction of the new system faced technical criticism and came with added complexity, resulting in an unprecedented increase in customer inquiries to Symantec's support team. Regrettably, Symantec was ill-equipped to manage the surge in support requests or address the dissatisfaction expressed by numerous customers.
The process of buying Symantec products through distributors like Ingram Micro became challenging and time-consuming, with slow resolution of these problems by Symantec.
Symantec initiated Project Nero to enhance customer loyalty by using the Net Promoter methodology. Nevertheless, the company did not disclose the outcomes of its Net Promoter surveys, thus keeping their reputation repair effectiveness undisclosed.
Despite spending around $13.5 billion on acquiring Veritas software, Symantec seems to have overlooked the issues associated with an ERP issue overhaul.
The response from Symantec regarding the issue was inadequate, and I want to emphasize the following reasons supporting this
assertion.
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