Cus­tomer Re­la­tion­ship Man­age­ment in HR

The DQWeek (Chennai) - - EDIT - LIMESH PAREKH Au­thor is the CEO of En­jay IT So­lu­tions

hat Cus­tomer Re­la­tion­ship Man­age­ment (CRM) is an in­te­gral part of all mod­ern busi­nesses is a fairly es­tab­lished fact. Apart from ef­fec­tive prod­uct and qual­ity feed­back mech­a­nisms and en­hanc­ing brand value, CRM also serves a prom­i­nent role in the mar­ket­ing strat­egy, prod­uct de­vel­op­ment and mar­ket re­search func­tions, of­fer­ing vi­tal in­for­ma­tion into the minds and be­hav­ior of the mod­ern day con­sumers. How­ever, there is an­other set of equally im­por­tant stake­hold­ers, the em­ploy­ees, who not only heav­ily in­flu­ence the suc­cess of the brand, but also play an in­te­gral part in cre­at­ing it. It is thus a de­ci­sive re­spon­si­bil­ity of an or­ga­ni­za­tion to en­sure their big­gest as­set, its em­ploy­ees, is well taken care of. Just like the ex­ter­nal con­sumer, an em­ployee to de­mands care and at­ten­tion in man­ag­ing their needs and de­mands, so as to en­sure an ef­fi­cient and pro­duc­tive work force, which even­tu­ally re­flects on the end prod­uct.

It is no won­der than that most HR man­agers and heads do re­lay on mod­ern CRM tech­niques to en­gage, su­per­vise and re­ward their em­ploy­ees. This ap­proach, also known as ‘Em­ployee Re­source Man­age­ment’ or ERM, is an es­sen­tial busi­ness process to bridge the di­vide be­tween em­ploy­ees and or­ga­ni­za­tion, while en­sur­ing a harmonious, pro­duc­tive and sat­is­fy­ing re­la­tion­ship for both par­ties. Ad­van­tages of ERM:

A well-in­te­grated ERMis one that cap­ture, up­dates and man­ages a seam­less record of in­for­ma­tion on all as­pects of an em­ployee, thus en­abling HR heads and man­agers to cre­ate a bet­ter in­ter­face to en­gage with em­ploy­ees. Trans­parency, timely and ac­cu­rate com­mu­ni­ca­tion and trust build­ing are some of the cru­cial roles taken up by ERM, in­clud­ing:

Cre­at­ing and man­ag­ing an up to date pro­file of ev­ery sin­gle em­ployee in the or­ga­ni­za­tion, is one of the most ba­sic but sig­nif­i­cant task that the ERM is en­trusted with. The log also al­lows em­ploy­ees to edit their in­for­ma­tion from time to time, so at to en­sure it is ac­cu­rate. The na­ture of in­for­ma­tion stored here is both per­sonal – like date of birth, ad­dress, ed­u­ca­tional qual­i­fi­ca­tion etc., to pro­fes­sional, like des­ig­na­tion, re­port­ing author­ity, days of work and leave etc.

Main­tain­ing an ac­cu­rate log of em­ployee pay­roll and rel­a­tive re­wards/ com­pen­sa­tions etc. is an­other vi­tal role, en­trusted to the seam­less Busi­ness Process of ERM. Again, by a pro­vi­sion of self-at­tes­ta­tion and rais­ing con­cerns/ flag­ging of rel­e­vant data in the sys­tem through em­ployee in­puts helps build the trans­parency and trust among em­ploy­ees and or­ga­ni­za­tions.

Apart from main­tain­ing a record of the train­ing ses­sions con­ducted and at­tended by staff, this fea­ture also pro­vided nec­es­sary alerts and rec­om­men­da­tions to se­niors and HR heads re­gard­ing new train­ing ses­sions or­ga­nized or mod­ules avail­able, so as to al­low em­ploy­ees to choose. A vi­tal step in HR be­ing skill de­vel­op­ment and up gra­da­tion of knowl­edge pro­cesses, this fea­ture of ERM fo­cuses on en­rich­ing the knowhow and skill up gra­da­tion for em­ploy­ees, re­sult­ing in a stronger, more com­mit­ted and ea­ger work force.

Apart from pay­rolls, pro­fil­ing, train­ing and qual­ity as­sess­ments, man­age­ment of leaves is an im­por­tant fea­ture of ERM, which al­lows em­ploy­ees to ap­ply for leave on­line, af­ter ac­cess­ing their own records as well as in­for­ma­tion about their im­me­di­ate team mem­bers, map­ping out avail­able days as leaves. It also gen­er­ates ac­cep­tance/ re­jec­tion of leave ap­pli­ca­tion, ba­sis in­puts from the im­me­di­ate man­ager, thus mak­ing the process au­to­mated, trans­par­ent and friendly, by em­pow­er­ing the staff and HR with ac­cu­rate in­for­ma­tion.

Man­agers and em­ploy- ees can have ac­cess to records of up­com­ing train­ing ses­sions or sched­ules of in­ter­nal meet­ings/ con­fer­ences. These can eas­ily be booked on­line as well as shared as an in­vi­ta­tion to join, re­ceive con­fir­ma­tion of em­ploy­ees at­tend­ing and also send out prior re­minders of the event to the at­ten­dees, with de­tails of time and venue. This fea­ture is also im­mensely valu­able in case of on­line train­ing ses­sions/ lec­tures by vis­it­ing dig­ni­taries, in which case, on­line cer­ti­fi­ca­tion for the train­ing is also of­fered.

This fea­ture al­lows the HR to send out for­mal writ­ten com­mu­ni­ca­tion to em­ploy­ees through a seam­less and au­to­mated process. These in­clude of­fer let­ters, let­ters of con­fir­ma­tion; in­cre­ments, pro­mo­tions as well as other softer com­mu­ni­ca­tion like wel­come let­ters and con­grat­u­la­tory let­ters.

As parts of im­por­tant HR pro­cesses, as well as a part of gen­eral feed­back, cus­tom­ary alerts and no­ti­fi­ca­tions are sent out to em­ploy­ees us­ing the ERM. These may range from IT re­lated alerts, like change in pass­word etc. to one re­lated to fi­nance, like sub­mis­sion of in­vest­ment doc­u­ments for tax ben­e­fits. Some­times these also in­clude vi­tal up­date on cer­tain other de­part­ments of the or­ga­ni­za­tion, like an up gra­da­tion servers, se­cu­rity checks, mock fire drills etc. Ef­fec­tively, the sys­tem is also used to carry out ef­fi­ciency sur­veys and feed­back on newer poli­cies/ re­port­ing struc­ture etc.

Just as CRM has been ac­cepted to­day as an es­sen­tial Busi­ness Process, so is ERM soon gain­ing pop­u­lar­ity amongst com­pa­nies and HR firms. With the seam­less and in­sight­ful op­er­a­tional ef­fi­ciency, ERM, when ap­plied in con­ju­ga­tion with CRM strate­gies, is a clear in­di­ca­tor of a suc­cess­ful en­ter­prise that has un­der­stood the for­mula that a ‘happy em­ployee en­sures a happy cus­tomer’.

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