Disclaimer - Alliance Digital Repository

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hesitant to use the application until they were forced to do so by their superiors. There
was a strong push by management to have all sales staff use this application, not just so
they can track their leads but so management can see what marketing initiatives could be
used to increase sales. If the staff did not use this system then the ultimate result was to
terminate their employment.
The CRM application began as an idea someone had at ARC. Nobody at that
time knew the impact it would have on ARC’s business or how much data would actually
be collected by having the sales staff use this application. This project presented itself
with minimal variables that could have an impact. Yet, while there will always be
unknowns developing an application of this magnitude, the satisfaction comes in dealing
with those unknowns in the proper manner. In this project the proper manner in dealing
with application issues was to fix the problems that the users found while testing. As far
as the design and training issues that occurred, ARC management ultimately accepted the
application and liked the layout, they just did not do enough to properly train their staff
on how to use it.
Findings / analysis results:
Application Analysis:
Overall the actual CRM application had positive effects for ARC. As more and
more sales staff started to use the system they saw the potential that it had to assist them
in tracking their customers. Management at ARC also saw the potential of the
application, as they now had a central repository for their customers and an application
that could be modified and expanded if they needed. ARC could have used a third party