Gartner Research

AIS Evolves With CRM to Remain the Industry Leader

Published: 29 November 2006

ID: G00144446

Analyst(s): Isher Kaila

Summary

The program success of Thailand's Advanced Info Services has demonstrated how CRM can deliver business benefits and market dominance in an Asian industry marked by high customer churn rates. There are several key reasons why AIS's CRM innovation road map has driven bottom-line success.

Table Of Contents
  • Introduction
  • The Challenge
  • Approach
    • 1. Vision: Define CRM, find a leader and answer the why.
    • 2. Strategy: Develop the customer base as an asset, answer "how," set objectives and align with broader strategies.
    • 3. Customer Experience: Design, then refine constantly, based on feedback.
    • 4. Organizational Collaboration: Change organizational structures, skills, incentives and the company culture to deliver the customer experience.
    • 5. Processes: Re-engineer to meet customers' expectations, provide competitive differentiation and work from outside inward.
    • 6. Information: Treat customer information as an asset and a foundation; focus on tighter integration between operational and analytical systems.
    • 7. Technology: Outline the company's CRM architecture, consider CRM as one large integration exercise and assess the best style of CRM application for the company.
    • 8. Metrics: Set CRM metrics at multiple levels.
  • Results
    • Business Impact
    • New Capabilities
  • Critical Success Factors
    • Full Involvement of AIS's Key Resources at All Stages
    • Clear Vision, Objectives and Business Requirements
    • Setting Realistic Expectations
  • Lessons Learned
    • Minimize Customization of the Standard Product
    • Use an External Service Provider From the Vendor Providing Your Solution
    • Get Commitment From Your ESP and/or Vendor Partner Executives
    • Establish Clear Links to Your Business Strategy

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