Customer relationship management (CRM) organization structure at frieslandcampina Vietnam

Abstract

This thesis of “Customer Relationship Management (CRM) Organization Structure at FrieslandCampina Vietnam” has been composed and completed in four main parts: problem context, solution recommendation, conclusion and supporting documents. Chapter I included company background starting from industry overview, company history and business size as well as the vision, mission and organization structure of FrieslandCampina Vietnam. In addition, in this chapter, the thesis has shown the issues, problems which are concerns from stakeholders of the company based on a wide variety of in-depth interview and secondary data regarding business results and performance tracking of CRM team. A problem mess had been created to show all symptoms, organization outcomes and problems as a general picture. Specifically, a central problem of ineffective CRM organization structure was selected to be solved as a core problem of company with the justification of its existence and importance. After validating and selecting the central problem of organization, three causes of central problem listed as departmental structure design which is not in line with business strategy/model; excess headcount number and overlapped roles and responsibilities among Telesales team were investigated to verify and determine so as to give out alternative solutions which were presented in chapter II. In this thesis, the long-term solution is proposed to define appropriate number of headcounts at the change moment of business in the future. In the meanwhile, there are two proposals for short-term to tackle problem with CRM personnel cost optimization and redesign departmental structure to be in line with new IFT business acquisition model. The last part was named as the supporting chapter to support all information and information sources for the above four chapters. It composed sections of in-depth interview transcript to justify central problem and selected solution. In-depth interviews were widely used at different levels from many related departments of FrieslandCampina Vietnam to collect data and to diagnose various aspects of the problem with the methodology of design-oriented and theory-informed from a wide variety of fields such as human resources, industry, management etc. After collecting data and information to analyze, it was believed that pushing sales performance had been greatly affected by many factors such as nature of work, compensation and benefits, motivation, capabilities building etc. However, this research illustrated that factor of ineffective CRM organization structure had been mostly influenced which led to the very alarming consequences such as headcounts in excess, unclear roles and responsibilities, not stretching enough KPI setting, under company business expectation.