Customer-Driven Strategy and KPIs Using CRM Approach: A Case Study of Construction Enterprises in Vietnam

Marketing in general and Customer Relationship Management (CRM) have been developed for centuries. In most industries, marketing has been an important part of business. It spent a large part of the enterprises’ budget. It decides the design, function, and cost of the product, turnover, and profit of the enterprises.

In construction, due to its characteristics, the application of CRM needs the special adjustment and development.

Vietnam construction enterprises seem to be far behind other industries in application of marketing strategy, customer study and enterprises business strategy adaptation. Due to the limited number and the importance of customer, the CRM should be highly developed in construction. But a clear strategy is rarely defined and developed.

In fact, every bank, insurers, software manufacturer or electronics retailer develop the CRM in their business. But none of construction companies in Vietnam have developed up to now. They have no CRM strategy, no data warehouse, and no CRM assessment.

Construction industry should be the one that apply CRM the most. The value of a project is always very big; the number of projects and customer is very limited in comparison to any other industry. And because of the uniqueness and rarity, any customer is different from any other. They require special, customized care and service. So, throughout understanding each customer is critical to construction project marketing.

Besides, CRM in construction is different from CRM in other industries due to the characteristic of construction industry.

The most important and different characteristic of construction industry from other industries is project-based production. Any projects are unique. Construction projects are always executed on site which much influenced by many factors such as weather, technologies, culture, social, politic, etc conditions, much more than any kind of production in the factory. Projects are always constrained by resources available, time for completion and quality required by Client.

The characteristic of customers is also much different. The number of customer is very limited. And the demand of the customer is much different from consumer product customers. Those characteristics make the marketing in construction different from other industries, especially CRM.

Those conditions make the construction industry marketing different from others. So it requires changes and adaptation in application of marketing strategy and technique.

Mr. Tran Dang Manh made a study which took a deeper look into the CRM marketing technique and application in construction industry. He tried to answer the following questions:
 What is Customer relationship management?
 What is the characteristic of project-based construction industry?
 How to adapt and apply CRM in construction industry, especially in Vietnam?
 Based on real case of a construction enterprise in Vietnam, explore the actual conditions and level of CRM application. Identify any vacancy and adjustment applicable in CRM development to propose.

Conclusions:

CRM is new to Vietnam construction enterprises. But CRM is a must for the enterprises development.

CRM helps enterprises understanding its customer and its own performance, classifying its customers, satisfying its targeted customer, and creating values to its share holders by creating values to both its targeted customer and its own.

CRM requires the commitment of the whole organization- from top leaders to every employee, and all of its related supplier chain. Only with the commitment of the whole production chain, the final product and customer service shall be achieved.

CRM requires the construction of information system capable of gathering customer information from any sources, media, and channel, analyze to give instructions to the production and management system, and store all information.

CRM requires its KPIs definition and application to give feedback to CRM system, continually improve itself and the whole organization.

Besides common strategy for general business, project-based industry has special characteristics: Uniqueness, non-standard working conditions, limited number of customers. It makes the CRM in project-based industry different from others.

In construction, the values that are critical to both customer and enterprises are time, cost, quality, and safety. To be competitive, each enterprise needs a unique strategy to ensure the value to themselves and customer. For all of that, CRM shall be able to find all necessary information, analyze, and evaluate the performance.

Vietnam construction enterprises are applying CRM in a very preliminary level. They do not have strategic approach to develop. Their management system also does not incorporate CRM. They need to change from its business ideology, its organization and business culture, its management system, and its employees’ behavior.

The primary values in construction- time, cost, quality, and safety- are still far from requirement in Vietnam. The CRM also has not been written and developed as an official strategy for the enterprises.

Vietnam construction enterprises need to assess its own performance to decide its targeted customer segments, apply appropriate customer policy, media, and channel, information system to manage CRM system. The assessment shall be based on clear and quantifiable KPIs set at the start of the development of CRM system. The KPIs to be used should be at least three categories:
 Enterprises general performance: profitability, operational criteria such as rate of inventory, liquidity ratio.
 Project performance: time, cost, quality, safety, and number of customer claims
 CRM performance: rate of customer retention, rate of referral.

CRM is a cross-functional activity. In order to develop CRM, enterprises need to change business ideology, organization and business culture, management system, and employees’ behavior. The improvement of CRM is part of an overall corporate restructuring

Only with the customized application of CRM, enterprises may understand their customer more, continually improvement of performance, and ensure its future development.

His thesis abstract is copied and posted.
ABSTRACT

Customer relationship management (CRM) has been developed for centuries. It decides the design, function, and cost of the product, turnover, and profit of the enterprises.

CRM is a cross-functional activity. In order to develop CRM, enterprises need to change business ideology, organization and business culture, management system, and employees’ behavior. The improvement of CRM is part of an overall corporate restructuring.

But it seems not to be in Vietnam construction enterprises. Construction industry should be the one that apply CRM the most. Throughout understanding each customer is critical to construction project marketing.

By this study, I would like to study Customer-driven strategy and KPIs using CRM approach- a case study of construction enterprises in Vietnam so that I can propose a framework for the application and development of CRM in Vietnam construction enterprises.