1. Running head: WHITE PAPER 1
White Paper
Sonny Aiono
LDS Business College
Elizabeth Gillis

2. WHITE PAPER 2
White Paper
Organizations and companies all over the world that work through technology have found that
the most effective method used to advertise and satisfy customer’s needs was using Customer
Relationship Management Systems. The impact it has on businesses is tremendous especially
through electronic businesses. These systems have established connections and have built strong
relationships with customers, and better yet have given customers experiences that would later
lead to referrals or new recruits. The benefits seem endless and inevitable.
CRM systems have been used constantly as strategies through which Companies create useful
communications, based on customer value perceptions. Researches have indicated that the
impact of each of these principles of which existing customer’s satisfaction and attracting new
customers using the online customer reviews have been a big success in businesses. The results
were indicated that company formation and electronic communication channels were the most
important factors that influence customers in online marketing and when dealing with Internet
Marketing. Additionally CRM systems have not only been able to aid electronic businesses but
essentially they must need be supported by Supply Chain Management. SCM systems enables
CRM systems through customizing goods between companies. Which also involves both using
internet access for managing relationships when accomplishing orders for customers. Leading as
well defines a successful company, and if top management and leaders are willing to lead
through their examples than companies are most likely to succeed.
CRM systems with Internet technology have been seen to succeed in three areas. First being
cost reduction, secondly is distribution channel management, and lastly is the development of

3. WHITE PAPER 3
new customer relationships. CRM with Internet technology have been able to set good
reputations of possessing new customers. As a matter of fact they gain more profit with new
comers than those who have been around with them for ages. But treatment still stays the same
for both new and old. These days organizations have focused and have emphasized retention and
maintaining their old customers. Which as a reward provides organizations with the possibility of
receiving referrals. The rapid development of customer relationship management applications
have seen the trend of how much CRM also works well within smaller and medium electronic
businesses. A few studies in Iran indicated that small and medium-sized electronic businesses
and Technology Parks showed that communication-distribution infrastructure, business
dynamics, customer relations and innovation quality factors were the only way to trigger CRM
and the systems. From poor communication, to inadequate supporting budgets and inefficiencies
in business process electronical businesses can change a lot from implementing CRM systems.
One of the most critical attributes and keys that bind teams and employees together is also
learning to gain trust of team members and peers, and from that point build off from there.
Customers that trust and appreciate the kind and good service from customer services tend to be
more interested. However the challenge in underlying communication is to ensure that the right
messages are received by the right people in the right way. It’s not a surprise, when people don’t
return to a specific website or advertisement they thought was right. Because not every time do
customers find answers or solutions to their needs on media. Obviously it’s impossible to meet
everyone’s needs, but CRM systems can is precisely close to providing good support than and
other system or method. The best thing about CRM systems, is providing infrastructure that
facilitates long-term relationship with customers. CRM will always provide access and

4. WHITE PAPER 4
availability to customers that use media from different and various locations. Automation, data
warehousing, data mining, decision support, and reporting tools have all been able to witness
how much their systems can work with CRM. The systems have been purposely built to reduce
duplication in data entry and maintenance by providing a centralized firm database of customer
information. This database replaces systems maintained by individual sales people,
institutionalizes customer relationships, and prevents the loss of organizational customer
knowledge when sales people leave the firm. Companies usually collect information about a
customer, but training their salespeople and other employees in using that information to keep
the customer relationship strong is also key, especially in electronical businesses. Giving the
satisfaction and receiving the trust from a customers doesn’t always come and work between the
media but also specifically with employees that work behind those blinders and what role they
have to play as part of this. They definitely play an important role in any CRM system program.
Frequently customers who run into technical problems will phone their salesperson instead of
calling up the customer service team. In this scenario, they already know their salesperson and
would most likely be willing to share their problems with someone they already know rather than
someone they don’t. But even before that ideally sales people should know and understand their
purpose of working with electronical businesses. If it’s a specific product or any technical
problems on the systems that may need CRM systems to be upgraded and maintained than it
should be easy for them to memorize and know the systems well. It should be something they
know and memorize just as well. However customer interactions can be a burden but can also
bring blessings in the form of future sales.

5. WHITE PAPER 5
Again it comes from leadership and how well top management is willing to take the time to train
and prep their employees for situations that may seem intense. As obvious as it may seem, the
better and more effective employees are willing and able to fulfill their task through utilizing
CRM systems or even as individuals and sales people the better turnouts it would reward for
companies that implement these methods. The rewards seem endless and benefits come in
various ways through CRM systems aiding electronical businesses. In an overall perspective, and
generally it changes and gives a better view of people and the world with modern technology. It
allows things to prosper and progress well with modern technology and the impact it may have.