Thesis On Customer Relationship Management

Thesis On Customer Relationship Management
Customer Relationship Management
Jens Berfenfeldt
Abstract:
In the first part of his abstract the author explain us, the purpose of his thesis. Businesses are the correlation entre management, customers, and
globalization of markets. The interaction between supplier and customers are the Customer Relationship Management, CRM.
The purpose of this thesis showed the usage of CRM in business to Business firms. For understand, the author defined three areas of concern;
objectives, strategy and measurement of CRM. The method to answer these questions, was to collect information from two Sweden firms, Haldex, and
Nefab. The data collected form them were compared to each other and to theory.
In general theory is true for CRM, however in a few ... Show more content on Helpwriting.net ...
First of all we had the old–pop stores, this was when staff knew customers. In a second step firms grew and we seen the apparition of masse markets.
The firms adapt their customer's bases and tailored to groups, not for individual.
The second paragraph describes the fact that all firms worked directly with customer relationships, and created additional value for both their customers
and themselves during the 80's.
During the 90's firms realized that customers do not solely interact with the marketing department, but with all the organization. However this strategy
disappeared because it was very expensive and tedious to maintain.
This was the end of Relationship Management, but with the introduction of more advance technologies it has come back with a new name, Customer
Relationship Management.
Them Jens give us some different definition of CRM, by Gartner group, Bose, and Lancaster & Jobber.
Today CRM is a method of retaining and developing customers through increased loyalty and satisfaction. The service, quality and relationship
experience are the one greatest competitive aspect for a Business's survival.
CRM systems focus their

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Customer Relationships Management
Customer relationship management (CRM) is a business philosophy and set of strategies, programs, and systems that focuses on identifying and
building loyalty with a retailer's most valued customers (Levy, Weitz 275). A loyal customer is one who is committed to purchasing merchandise and
services from a specific retailer, he or she resists the efforts of competitors, and also has an emotional attachment to a retailer. The four steps involved
in the formation of a CRM program are collecting customer data, analyzing customer data, developing a CRM program, and implementing the CRM
program. Implementing CRM programs can be extremely beneficial in increasing business and creating/maintaining a competitive edge. They also
categorize customers... Show more content on Helpwriting.net ...
Although CLASS is a relatively low–tech system, its application has been successful and its future looks promising. Each employee's uniform is
included with a "guest–preference pad." On this pad, employees note any guest preferences and then forward the information to the guest recognition
office. Ritz–Carlton looks forward with CLASS with ample hopes and expectations. Their vision is that all employees, in time, will be able to access
CLASS directly. Furthermore, Ritz–Carlton is looking into implicating technology into their employees' routine responsibilities. They're exploring the
benefits of utilizing portable hand–held devices. This utilization will aid company–wide access to the database. While CLASS has provided the
Ritz–Carlton with a system of consistency, the technology would be worthless without their staff. As corporate manager of guest recognition points
out, "Our people supply the initial information that is added to the system as well as carry out the services detailed within the system. If our
employees didn 't put the information to real, concrete use the system would be worthless" (For Ritz–Carlton, It All Begins With Customer
Knowledge).Much like the Ritz–Carlton, Neiman Marcus focuses much of its CRM program towards giving the customer the best experience. The
primary component of their CRM program is their InCircle rewards card. With the card, customers take out a line of credit

CUSTOMER RELATION MANAGEMENT
MODULE CUSTOMER MANAGEMENT
LECTURER DR GEOFF WINTER
TOPICCUSTOMER RELATION MANAGEMENT.
SUBMITED BYMUHAMMAD AMIR
I.D. 39644
GROUP D
TABLE OF CONTENT
1. EXECUTIVE SUMMARY
2. DEFINITION OF CUSTOMER RELATIONMANAGEMENT
3. QCI CUSTOMER MANAGEMENT MODEL
4. DISCUSSION
5. CONCLUSION
6. CITATIONS

EXECUTIVE SUMMARY
This paper discuss the Customer Relationship Management concept through customer satisfaction maximization and customer retention driven by
drivers of quality, IT and database marketing. This paper gives an outline of QCi elements to assist a argument on how the ... Show more content on
Helpwriting.net ...
It needs to deliver the right information to the relevant people at the right time so that they can achieve their role in managing customers.
Technology covers
Sourcing and understanding customer information
Information planning and quality management
Functions of existing systems
Review of current systems
Development of new systems
4 People and organizations
An organization's front–line staffs need to be recruited, trained, developed and motivated to deliver high standards of customer relations. Key elements
are an organizational structure that supports effective customer management, role identification, training requirements and resources, and employee
satisfaction.
People and organizations covers
Organisational structure
Role identification
Competency definition and gap analysis
Training requirements and resources

Objective setting and monitoring
Supplier selection and management
5 Process management
Where customer contact can take place at several different points, process can be difficult to implement and manage. Clear, consistent process for
managing customer relations need to be developed and reviewed in the light of changing customer requirements.
Process management covers
Process identification and documentation
Process

Why Is Customer Relationship Management?
How and why is Customer Relationship Management (CRM) important to sports marketing managers?
Introduction
In the past two decades, huge marketing and mass marketing have been changed competitive landscape due to growing goods available for consumers.
Proliferation of business activities would focus on customer relationship management, which is to achieve competitiveness (Chen et al., 2003). As the
concept of customer relationship management has a significant change, there are a variety of CRM definitions depending on the angle of view. An
important concept in customer relationship management is customer value. Customer value is the customer relationship to the enterprise 's financial
value. It can be reflected in the contribution margin or net profit. Customer value is widely used by enterprises to evaluate their marketing efforts.
As mentions above, Kumar et al. (2012) have provided a new definition of customer relationship management refers to the collection, storage and
analysis of customer information, and the results into the practice of enterprise decision–making process. This also pertains to the automation,
enhancement and integration of core business processes, such as production, operations, sales, marketing and finance. The power of customer
relationship management in its adaptability to further business, and even the performance of the entire business of any individual activities, business,
and even the performance of the entire business of any individual

Customer Relationship Management Essay
CRM – Customer Relationship Management CRM: What are the benefits? Excellent customer service is about being aware of customer needs and
reacting to them effectively. CRM helps you to understand, anticipate and respond to your customers ' needs in a consistent way, right across your
organization. Practicing CRM requires an efficient and integrated internal business system. Many businesses benefit from the organizational
discipline CRM imposes, as well as from the technology itself. CRM will help your business if you view it as a set of tools that let you do more more
for, and get more from, your customer. CRM can: Develop better communication channels Collect vital data, like customer details and order histories...
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8. More new business If you are delivering the ultimate customer experience, this will seed the word–of–mouth buzz, which will spawn more new
business. 9. More Profit! More business at lower cost equals more profit. DSS Let 's start with the advantages: 1) Time savings. For all categories of
decision support systems, research has demonstrated and substantiated reduced decision cycle time, increased employee productivity and more timely
information for decision making. The time savings that have been documented from using computerized decision support are often substantial.
Researchers have not however always demonstrated that decision quality remained the same or actually improved. 2) Enhance effectiveness. A second
category of advantage that has been widely discussed and examined is improved decision making effectiveness and better decisions. Decision quality
and decision making effectiveness are however hard to document and measure. Most research has examined soft measures like perceived decision
quality rather than objective measures. For example, Hogue and Watson (1983) reported the most important reason managers cited for using a 3)
Improve interpersonal communication. DSS can improve communication and collaboration among decision makers. In appropriate circumstances,
communications–driven and group DSS have had this impact. Model–driven DSS provide

Customer Relationship Management ( Crm )
Businesses in today's world face many obstacles on the road to success. They have to have sound business plans, solid product or services to offer, and
they have to generate revenue to keep their businesses running. In order to achieve these things, a business needs to know what the customer wants
from them. Many companies have come to realize that customers and the service they receive are very important in expanding their brand. Because of
that recognition, most businesses of the twenty–first century have developed customer relationship management (CRM) initiatives to better relate to
their customer bases. What does customer relationship management (CRM) mean? Kurtz defines CRM as a set of strategies and tools that companies
use to learn about customers (Kurtz, 2015, pg. 211). One strategy that companies use is training their employees in customer service and customer
appreciation techniques. A company's employee is often the first point of contact for many customers, either in the business–to–business world or in
the consumer marketplace. In this regard, an employee can be considered as the face of the company for that customer. So, a well–trained employee in
consumer relations can lead to huge dividends down the road for that company. Another key CRM approach is the efforts of businesses to enter the
social media world. Social media has allowed customers to provide instant feedback about the goods and services they received. In the past, a
company only had to worry

In an industry that is more and more competitive every day hospitality organizations like any other business have to find ways to build a client base as
well as keep their current clientele loyal. A guests experience when traveling, dining out, or planning their special event is of utmost importance when it
comes to the success of the individual organizations that they visit or rely on to provide the service needed. Building a positive customer relationship is
beneficial to the customer as well as the financial performance of the organization. In order to build and maintain this positive relationship an
organizations marketing department employs a marketing strategy referred to as Customer Relationship Management (CRM). The term CRM can be
defined and interpreted in many different ways Reinhartz et al (2004) define CRM as a "process to manage customer relationship initiation,
maintenance and termination across all customer contact points to maximize the value of the relationship portfolio". The way an organization
implements CRM is their individual strategy and this strategy can include one or many different approaches. An organizations customer service
philosophy should be centered on information that is collected through the use of CRM; therefore, CRM is not only a marketing strategy but also an
overall customer–centric business strategy. The purpose of this paper is to identify different types of CRM strategies, their benefits, how these
strategies fail as well as

Crm : Customer Relationship Management
CRM – CUSTOMER RELATIONSHIP MANAGEMENT
Abstract
Customer Relationship Management, also known as CRM, is a technology system that enhances communication between the user and the potential or
existing customer. The system is most commonly used in a company to support sales, information technology, and customer service. CRM assists a
company by providing and recording information to better help the company align with their customer service goals. According to B. O'Connell (2001)
in "CRM: The New Know–Your–Customer Tool: Customer Relationship Management Software Is Coming," it gathers and tracks "all client–related
information including transactions and email, in–person and phone communications..." (p. 1). Not all information that is collected is used. Companies,
such as Fidelity Investments, track incoming calls and periodically review how well the company supported the customer and found a solution to the
problem.
TABLE OF CONTENTS
Abstract2
CRM – An Introduction4
A Discussion of the CRM and Its Development6
How CRM is Used Today6
The CRM Strategy7
The Impact of Technology on CRM7
The Benefits of CRM9
CRM – Business Usage10
CRM in Business Strategy11
Implementation, Considerations & Recommendations12
Conclusion13
References – Works' Cited14
CRM – An Introduction Customer relationship management (CRM) is a hybrid business solution that can increase sales and marketing efficiency. One
can think of it as a powerful set of tools, apps, and platforms that

Crm-Customer Relationship Management
CRM – Customer Relationship Management
Article Index
1. CRM – Customer Relationship Management 2. CRM: What are the benefits? 3. CRM: Deciding to use CRM 4. CRM: Applying CRM principles 5.
CRM: Implementing the right CRM solutions 6. CRM: Further information and useful links
Introduction
Customers are key to all businesses, regardless of size or industry.
Successful businesses build their reputation based on long term relationships with satisfied customers Customer Relationship Management (CRM) is a
business philosophy, not just a technology – understanding your customers ' needs enables you to build better relationships and increase sales.
Practicing CRM helps you stay close to existing ... Show more content on Helpwriting.net ...
Websites can also collect and channel customer data. USE XML– based websites to tie into your internal systems and manage the content in real time
Outsource calls Specialist call centres with the latest technology can provide customer service for smaller companies. Virtual call centres, in which
home workers supported by call centre technology handle calls, are becoming more popular Customise existing software packages Set up a central
database that can be accessed by sales and customer service staff to improve the efficiency of ordering, sales and marketing
Could you integrate systems?
CRM applications can integrate communication channels, making the same information available whether you are dealing with customers online, over
the phone, via e–mail or face to face
If you plan to implement an integrated CRM solution, there are four general approaches: Outsource CRM to a third party specialist. Application
Service Providers (ASPs), offer web–based CRM solutions, starting at around ВЈ45 per user per month, plus an initial set–up fee of around ВЈ5000.
Choose a product that allows some customisation, as several 'one to many ' ASP CRM models have

Customer Relationship Management (CRM) The most important aspect of any company that is involved in medium to big projects, is the company's
relationship with its clients. It is so important that companies like BNSF Railways, which was awarded Customer Relationship Management
Excellence Awards in 2006 by Gartner Inc. (Schwalbe, K., pp 56, 2010), boosted its sales by simply investing more incustomer relationship
management. To reinforce the importance of CRM, studies conducted by HUFS College of Business, Korea, suggests that implementation of a
good CRM positively impacts the customer satisfaction (Adalikwu, C., pp 6684, 2012). The main reason why CRM is crucial is because more
than knowing when the project is completed, a customer always expects to get the real time update. Besides that if there are any issues the customer
raises, CRM helps determine how severe it is to solve it depending on the priority. CRM 's have an added benefit of connecting all the departments of
the company, because only then the project 's progress can be projected to update the customer (Piccoli, 2012). The best CRM tool in the market for
small to medium size business is Salesforce.com (Angeles, S., 2015). The advantages of using salesforce.com are:
1.Relatively easy to learn.
2.Convenient to use.
3.Highly customizable to the company 's needs.
4.Well designed dashboard that prioritize issues according to its seriousness. Apart from all these advantages, the biggest advantage of using

FACULTY OF MANAGEMENT
STRATEGIC MANAGEMENT
CUSTOMER RELATIONSHIP MANAGEMENT (CRM)
Abstract
Majority of administrations have observed the customer relationship management (CRM) design as a hi–tech explanation for glitches in individual
region, convoyed by a great deal of not coordinated enterprises. in any case, customer relationship management have to be conceptualized as a strategy,
due to its technological, human, and processes implications, meanwhile an organization decides to carry it out. On this concept, the main aim declared
in this research is to propose, vindicate, and legalize a model based on critical success influences that will constitute a lead for companies in the ... Show
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The systemic admission places customer relationship management at the middle of the organization, with customer–orientated business processes and
the amalgamation of customer relationship management systems [8].
In this resolve, only 2% of the firms are refining successful customer relationship management projects; 18% are beginning to comprehend the projects
from a holistic focus; 34% of the firms have initiated projects without any type of harmony; and 46%have not considered customer relationship
management [6]. According to the intricacy of initiating a customer relationship management strategy, faced by diverse firms, some advising firms and
companies managing statistic data have observed the mistakes happened in the past. They propose few practices and contemplation to be taken into
account [6–9].
In this term paper, some references are made to this point, to spotlight and maintain the worth of each of the viewpoints related to a customer
relationship management strategy. For example, the analysis carried out by Forsyth capture a sample of about 500 firms, with worries to the factors of
inability to succeed to attain the customer relationship management profits. The main causes of powerlessness to get ahead were [9]:
Organizational alteration (31%).
Firm policies (23%).

Small understanding of customer relationship management (18%).
Deficient customer relationship management

Customer Relationship Management Initiatives As Channels...
Introduction Intuit started as a small company in 1983 with a personal finance software called Quicken. The software helped solve a common
household problem of balancing the checkbook. Today Intuit is one of the Fortune 500 companies as well as ranked in the top 50 companies to
work for. This information systems focus company has a range of products to assist individuals, small business as well as accountants. For the
purpose of this paper the focus of this paper would be the business to business aspect of their business and why it is one of the best companies to
work for. The paper will first begin by providing the reader with an overview of the company, its financial overview, key businesses, key customers,
stated strategy and... Show more content on Helpwriting.net ...
Furthermore Quickbooks also let businesses customize their deposit slips and security envelopes. Secondly Intuit's Demandforce program is a
marketing software that helps businesses to market with ease as well communicate with customers without any problems. This program provides the
business with automated reminder meaning that their clients won't miss as appointment by reminding them by phone, email or text message. The
customer referral part of the software makes it's easy for clients to recommend the business to their family and friends. Lastly the certified review
programs collets and showcases the business's client reviews across the internet and promotes the business. Intuits also provides business with payroll
services which creates unlimited amount of paychecks instantly and also calculates payroll taxes automatically. These are just a few of the services
that Intuit provides to small business, they have a full range of products and services for businesses of any size and caliber. Overall, Intuit's purpose of
being in business is to make it easier for business to be able to do business. Financial Overview The small business segment of Intuit is the major
contributor to their overall net revenue; 50% of the company's revenue is generated through this segment. Throughout the

1. Introduction
Customer Relationship Management (CRM) is significant in the service marketing these days, customers are the major element that relates to the
company growth and profits. Understanding the customer purchase behavior and relationship is a key of success that commonly indicates the B2B &
B2C relationship management. CRM system provides the customer information that shows what customer wants and needs, and help sales person to
increase the customer relationship with the organization. Besides, customer relationship management is used in the business and marketing strategies
extensively by segment and targeting the major customer groups. The system presents the customer needs and performances that can help the company
to attract the new customer, increase customer satisfaction, reduce the customer manage cost and increase sales productivity.
Through the technology change and Web 2.0 has raised, more and more industries devote on innovation and adjusting their CRM systems. Technology
completely changes the customer relationship strategies. The company can easily collect customer information and communicate their customers in
many ways by using the online system, such as cloud database and multiplex interface. The characteristics of interactive and integration by internet will
lead the relationship management more effective not only in business to customer, but also in business to business. To achieve the transaction,
salesforces is the major factor.

Aspects Of Customer Relationship Management
There are several aspects of Customer Relationship Management (CRM). The key aspects include the following. Business to business relationship, this
includes relationship with suppliers, distributers and partners or retail channels. This is an external network which works as a support system for the
internal networks. The second aspect is data analysis, this is the backbone of CRM system. The customer data that should be analyzed is constantly
added and then combined with predictive analytics to plan and strategize the targeted marketing campaigns, conceive new strategies and new product
models, and finally analyze the success of CRM model. The third aspect is the customer interaction channels. These channels are direct indicators of the
... Show more content on Helpwriting.net ...
Another benefit is the increase in customer revenues. CRM helps the company increase its revenue to a great extent. By using the collected data, the
company will be able to popularize marketing campaigns in an effective way. This software ensures that product promotions reach different and new set
of customers and it will increase company's customer revenue effectively. The third benefit is that CRM helps the company in maximizing up selling
and cross selling. This system gives the customers premium products which fall in same category of their purchase. It also facilitates cross selling on
the basis of their previous purchases. This is done through interaction with customers and getting ideas concerning their needs, wants and patterns of
their purchase. The obtained details are stored in a central database that is accessible to all company executives. The executives can promote their
products to the customers when an opportunity is spotted, hence maximizing cross selling and up–selling (Mauri 2003). . The fifth benefit is better
internal communication. If this strategy is followed, it helps in building better communication within the company. Sharing of customer information
between different departments will enable the whole company work as a team hence enabling better service to the customers and hence an increase in
company's profitability. The forth benefit of CRM is that it optimizes marketing. It

Essay on Customer Relationship Management
Today, customer relationship management is very important to the business world. Most of the companies established a department and the programs
to manage their relationship with the customers. Customer relationship management (CRM) is a business strategy which designed to help a company
to understand and look forward to the needs of its potential and current customers (Anderson & Stang, 2000). Customer data is being collected in
several different areas of the company, stored in a central database, analyzed, and distributed to key points (Anderson & Stang, 2000).The business
world once was "product–centric", the companies just provided what they could produce. However, it is now become "customer–centric", they provide
products and service... Show more content on Helpwriting.net ...
The merging of the customer data from sales and the call center interactions has created the more informed interactions with the customer (Petersen,
2004). The concept rang with the user organizations and mergers and acquisitions created a host of software that the vendors claimed to have an
integrated set of capabilities that became known as customer relationship management (Petersen, 2004). Companies wanted to learn more about each
and every individual customer and use the information to effectively take care of and manage their relationships, and yet increased customer
satisfaction and profit.
There are several objectives that the customer relationship management is being implemented, such as customer identification, customer differentiation,
customer interaction and personalization (Peppers, 1998). First, it is very important for a company if it able to identify its customers. Different
companies offer different products and services which may not satisfy all customers. The costs and efforts of acquiring new customers can be reduced
and focused when the company finds out the customers who are its potential customers. For example, e–mail distribution or mailing services can be
used if the company has the customers' profile. Next, the company can use the services to differentiate its products with others. The company may sell
or provide the similar products with the other

SYMBIOSIS INSTITUTE OF MANAGEMENT
STUDIES (SIMS)
Dissertation
on
Submitted By:
Ayush Singh
Roll no:09
PRN No:68211
Class– 2(D)
Semester: Fourth Semester
Date required:18/2/2008
Date of Submission: 18/2/2008
Assignment Grade:
Comments of the Faculty:
1
CONCEPT OF CRM
INTRODUCTION TO CRM
CRM (Customer Relationship Management) has been growing steadily for the last few years and is now seen as the way forward for any business
wishing to thrive in the "e–future '. CRM concentrates on the retention of customers by collecting all data from every interaction, every
customer ... Show more content on Helpwriting.net ...
The long term orientation is often emphasized because it is believed that marketing actors will not engage in opportunistic behavior if they have a
long–term orientation and that such relationships will be anchored on mutual gains and cooperation.

Another important facet of CRM is –customer selectivity". As several research studies have shown not all customers are equally profitable for an
individual company. The company therefore must be selective in tailors its program and marketing efforts by segmenting and selecting appropriate
customers for individual marketing programs. In some cases, it could even lead to –outsourcing of some customers – so that a company better utilize
its resources on those customer it can serve better and create mutual value. However, the objective of a company is not to really prune its customer
base but to identify appropriate programs and methods that would be profitable and create value for the firm and the customer.
Thus Customer Relationship management can be defined as:
–Customer relationship management is a comprehensive strategy and process of acquiring, retaining and partnering with selective customers to create
superior value for the company and the customer." 4
OBJECTIVE OF MY STUDY
The objective of my project is to understand the concept of CRM and its benefits that

Proposal On Customer Relationship Management
MKT5645 Customer Relationship Management
Individual Assignment
ZHANG Yang 53842708
Proposal:
Nowadays, more and more enterprises, especially hotels, put specific emphasis on the management of customer relationship. They start to notice that
today's market is no longer the enterprise–oriented market, while turns to be customer–oriented. Customer Relationship Management (CRM) is a series
of commercial activities that are designed to help a company obtain and maintain the closer and long–term relationship with customers, so as to
understand more about each individual, and then create value for them. Thus, customers can be more valuable to the company as well. In order to
implement CRM strategies, the company needs to utilize advanced information ... Show more content on Helpwriting.net ...
Take Island Pacific Hotel (a hotel of Sino Group) as an example. It provides different kinds of services and various living rooms. I have searched
for many customers' reviews about this hotel on some hotel booking websites. [1] One of the most memorable moments for these customers is the
staff service in this hotel. Employees here are vey friendly and patient. Most of them have a sense of humor. They always provide timely service for
their customers. One customer wrote that its staff is the most special part of this hotel compared to other hotels. The General Manager of this hotel
also participated in the discussion with its customers and replied to their comments. He also said that he would share these messages with their team
members accordingly, which showed that the hotel also cares a lot about its employees. The other special parts of this hotel that can create magic
moments or delightful experience for its customers include that customers can choose pillows by themselves, there are music players at the head of the
bed, and it also offers different kinds of food according to customers'

Customer Relationship Management (CRM)
Customer Relationship Management (CRM) describes the practices, strategies, and technologies many businesses use to manage and critique customer
services through customer behavior. A CRM system helps a business relate more to a customer and implementing a functional system will not only
increase profits, but our relationship with our customers will grow stronger. CRM systems are designed to store information on customers across a vast
majority of channels or points of contact between the customer and the business. For Tru Lit to utilize a CRM system, there should be an interactive
website, telephone number, online chat, e–mail, and multiple social media platforms that our customers can easily access ... Show more content on
Helpwriting.net ...
CRM systems are usually scaled from basic contact management to sophisticated suites that form valuable connections to customers. Basic contact
management CRMs are cheap and affordable, but will tend to focus on the basics of a normal customer service operation, which may hurt customer
relations. Sophisticated suites exceed expectations in customer service and are worthy of the extra investment because the more we decide to invest in
our customers, the more they invest in us and our products. There are many traditional CRM solutions on today's market, but the CRM systems
considered to be the best option for Tru Lit are Salesforce.com and Microsoft Dynamics CRM. They are currently the leading CRM systems on today's
market and both carry exceptional reputations from businesses that use these systems.
Salesforce is a worldly recognized CRM known for its wealth management and financial services segments that will help Tru Lit be competitive in the
global market. The features of Salesforce are constructed using the Force.com platform, which the architecture that provides increased flexibility and
scalability that can be used by a business of any size. The Salesforce application can be utilized for sales management, marketing automation, partner
relationship management and customer service. This application attributes focus in on extending our customer relationship management, which can help
Tru Lit manage supplier relationships,

Customer Relationship Management (CRM) describes the practices, strategies and technologies many businesses use to manage and critique customer
services through customer behavior. A CRM system helps a business relate more to a customer and implementing a functional system will not only
increase profits, but our relationship with our customers will grow stronger. CRM systems are designed to store information on customers across a vast
majority of channels or points of contact between the customer and the business. In order for Tru Lit to utilize a CRM system, there should be an
interactive website, telephone number, online chat, e–mail, and multiple social media platforms that our customers can easily access in order for us to
gain their loyalty to our products. CRM systems are able to locate valuable customers through the RFM formula, which allows our company to track
recently purchased items from a customer, the frequency of purchases made by a customer, and the monetary value of a customer's purchase. Also,
CRM systems give Tru Lit the ability to present detailed information on customer's tastes and preferences concerning our products, which will give us
the ability to keep innovation alive in our company. Implementing a CRM system is crucial to the global expansion of the company because having a
well–rounded sense of understanding about our customers in China will act as a huge factor for our performance in the Chinese market. Each CRM
system on the market varies in

Relationship Between Partner Association Management
Introduction
Partner association management (PRM) is a commerce stratagem for advancing communication among firms and its channel associates (Rouse, 2007).
Partnerships are very common in today's business environment. It is essential to develop and manage relationships with channel partners through
various software and other methods that synchronize tasks and make them available to all partners involved with a particular company.
This paper will first discuss Partner relationship management. It will achieve its goals by analyzing how PRM impacts customer service and CRM. It
will also evaluate how partnerships can improve customer service and will finally examine a successful PRM program and assess its findings.
Partner Relationship ... Show more content on Helpwriting.net ...
The debate over PRM and CRM has increased. It is paramount for your partners to see themselves as customers. For them to sell products and services,
your partners need to understand your business and marketing plans as well as product, sales, and promotional strategies (Duffy, Fearne, Hornibrook,
Hutchinson & Reid, 2013). PRM will increase sales and minimize service by improving communications between partners.
The persons and businesses are mainly probable to cooperate with your clients on day to day basis and will thereby be associates of one's channel
partner of a group of people and not their staff. Therefore, it follows that at the extremely least; associates have a lot of impact on the accomplishment
of individual's firm CRM plan as an individual firm does (Storey & Kocabasoglu–Hillmer, 2013).
This is where software comes in to play its role. First, evaluate the needs of each department. Ability to scale, and return on investment are important
factors when choosing PRM software. Set a revenue target to be a goal, do as much research as possible, and choose carefully! However, software
cannot be the only management resource in this program. Nothing can ever take away from the value of a live person to interact with partners. Partner
account managers are always a good

Customer Relationship Management : A Strategy Of Managing...
CRM is Customer Relationship Management: A strategy of managing customer relationships based on the integration of customer information
throughout a company in order to achieve maximum customer satisfaction and retention. CRM process is to collect, store, and analyze customer
interaction information (customer knowledge), transforming the practice of marketing research. Marketing intelligence: The use of real–time customer
information (customer knowledge) to achieve a competitive advantage. In short, Market Intelligence seeks completive advantage based on real–time
customer information. MI begins with the nation of customer knowledge, a company cannot meet its customer needs and wants and thereby offer
value, unless it understands the evolution of the customer. Customer Knowledge –What kind of relationships will add value will add value to
customers–loyalty programs, Value perception of the customer segment and how can the value be enhanced. To create customer profiles includes
customer profiles customer demographics, psychographic data, and direct and indirect communications with the company in order to develop product,
service offerings, marketing campaigns, growth and retention. Granular data–Highly detailed, highly personalized data specifically structured around
an individual customer. Big companies embrace the vision and long –term goal of capturing and retaining customers. With granular customer
information, market intelligence helps them and other companies

CRM Features and Benefits
CRM (Customer Relationship Management) helps companies to understand, anticipate and respond to their customers' needs in a consistent way, right
across their organization (Is4Profit, 2006,1). CRM is a business strategy designed to improve profitability, revenue, and customer satisfaction. It
consists of software, services, and a new way of thinking to improve profitability, revenue, and customer satisfaction (Sibel, 2006, 1). Practicing CRM
requires an efficient and integrated internal business system. Many businesses benefit from the organizational discipline CRM imposes, as well as
from the technology itself. CRM can benefit and organization in that it can develop better communication channels; collect ... Show more content on
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The Sales department will be targeted in that a CRM system will implement simple contact, opportunity management to forecasting, territory
management, and pipeline management. Since CRM includes Sales automation processes, this enables management to see how their sales teams are
performing in real time (Siebel, 2006,1). The Marketing department will be impacted in that marketing functions will be automated such as campaign
design and management, email marketing, and lead assignment and management, organizations can increase the efficiency of their marketing
organization and target their resources to the most effective marketing programs (Siebel, 2006,1). Marketing automation captures important customer,
lead source, and demographic information that carry forward throughout the sales cycle. Management can identify new markets and opportunities;
simplify marketing processes; quantify ROI on marketing spending; and improve marketing productivity while lowering customer acquisition costs
(Siebel, 2006,1). Customer service will be impacted in that a CRM application will automate service request management, have a knowledge base, and
use call routing. With these tools, agents become more productive by ensuring service requests do not fall through the cracks and solve customer issues
faster (Siebel, 2006,1). Because agents have immediate access to complete customer records,

Introduction Customer Relationship Management (CRM) is an important part of any companies ' sales mix. As part of a sales mix, companies must
have a strong sales team; a well planned and executed marketing strategy, and a method to record pertinent information to manage customer relations. A
CRM system is an important part in any company. They have a variety of uses from holding basic information such as names and address, to holding
other information including relationship history, contract information, and recording customer satisfaction levels. What is a CRM System? Defining a
CRM system is difficult to do at best. These systems can range from something very simple, to something that is very complex. With this being said...
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While it is understandable why companies may try to do everything at once in order to get all of the headaches over with in one shot, this approach
may not be the best solution for many firms. When a firm decides that using a CRM system is appropriate for their company, they are better off to
have a much narrower scope of the system they are trying to implement. Therefore, companies should focus on smaller, but relatable activities within
their company , such as customer and supplier information. Even before implementation of a CRM system, the company should develop a sales
process so there are commonalities across the board when making a sale in order to better forecast. This mitigates the risk for buyers and sellers, and
it also achieves standardized customer interaction in sale. A sales process can include such steps as qualifying prospects, proposal, closing, and deal
transactions. Each step can be standardized with clearly defined milestones describing each stage, which will result in accurate forecasts. Finally,
maintaining the database is crucial to the success of the system. This will help to avoid inconsistencies in the systems information. For example,
writing I.B.M, instead of IBM, or Incorporated instead of Inc. By eliminating theses inconsistencies along the way, the firm will save time in the end
when looking to send out that mailing list at the end of the

Summary: Customer Relationship Management
1
PROJECT ON
CUSTOMER RELATIONSHIP MANAGEMENT
WITH
RELIGARE SECURITIES LTD
(REGIONAL OFFICE, BMCC ROAD, PUNE)
TABLE OF CONTENTS
Chapter 1. Rationale of the Study.
Chapter 2. Objectives of the study.
п‚· Title of the project
п‚· Objective of the study
п‚· Scope of the study
Chapter 3. Profile of the company.
Chapter 4. Review of Literature.
Chapter 5. Research Methodology
п‚· Research Design
п‚· Data Collection Methods / Sources
п‚· Sampling Plan which should include sampling unit, sampling size and sampling methods viz. questionnaire methods interview methods observation
etc.
Chapter 6. Data Analysis and interpretations using various charts and graphs
Chapter 7. Findings
Chapter 8. Limitations (if any)
Appendix –
п‚§ Copies of questionnaire
п‚§ Copies of ... Show more content on Helpwriting.net ...
Actual and personal meeting with existing customers and employees has brought me to the reality of the effectiveness of the system and their success.
For analyzing the same factor I staked my whole duration of the project and simultaneously for internal study and market watch and other group

assignments.
Questionnaire is based on the existing services and the satisfaction level of the existing customers which includes questions like Name, Age, Gender,
Income, Investment Frequency, feedback about services which they are provided like conformation, calls, suggestions, solutions on stuck money like
dead investment and all.
On an average all the customers are happy with the company and look forward to the growth of it.
C. Scope of the study:
Scope the this study is it will assist Religare to get its own Customer Relationship Management system mirror well and it will get all the important
things before eyes to apply all the possible ways to provide a superb service to the customers and accordingly make them loyal and retain them long
lasting and also to get new customers to be served. Scopes can be stated in few points as follows. o Maintain current / existing customers. o Achieve
new potential customers. o Retain all the customers.
o

The Demand For Customer Relationship Management Systems
Introduction "The purpose of a business is to create a customer." These famous words written by Peter Drucker have been around for more than 60
years. Astonishingly, businesses began to realize the validity of this statement only a couple of decades ago (Morris, 1994). With the rapid
technological advances we are experiencing on a daily basis, companies are being forced to shift from a product–centered focus to a customer–centered
focus. Instead of targeting customers, technology has flipped the role and allowed customers to target companies. This alteration has required IT
professionals to "think customer" and tear down the wall between IT and the employees that interact with customers (McDonnell, 2001). In this
customer–centric... Show more content on Helpwriting.net ...
Some companies have run into complications varying from cost overruns and integration difficulties to poor user acceptance. Manufacturing, logistics,
store procedures, and the public sector have all proved to contribute to both the success and failures for firms. There is always risk involved when a
company decides to make a change in their systems, whether it be adding to the current system or implementing an entire new system. The greater the
change implies additional risk. Although the success and failure with implementing CRM systems has drawn much attention for the past few years,
there have been plentiful areas in management that have gone through successful systems and system failures and have attracted the same publicity.
Believe it or not, the answers to why a system turns out to be a success or failure are closely related to each other. Projects turn out to be successful
when all of the right people are involved and collaborate with each other. Careful planning, covering every aspect, and teamwork amongst the company
and external suppliers are big contributors to having success. Everyone must be committed to the change from top management on down. Obviously
when systems fail, it is because there is a lack of execution or commitment to the system. In the middle, between the complete success and failure of

Case Study : Customer Relationship Management
Introduction
Introduction to the topic
The topic talks about a company which is currently using SAP R/3 ERP System and now wants to move to SAP CRM Solutions for effective
management of the customers. All in all a company wants to upgrade its customer relationship management system and want to use the latest and
advanced ERP Customer Relationship management system.
Brief Definition
(Philip Kotler, 2009) has stated that Customer Relationship Management can briefly be described as all the organizational activities with the aim of
building deeper understanding, relationship and offerings to individual customers.
Statement of purpose of the paper
The purpose of this paper is to understand the customer relationship management in details and its need w.r.t. current market scenario. The latest
technologies which are available to support this function and how these latest technologies are better than the traditional approaches or technologies
Brief description of the paper's structure
In this paper we will follow a step by step process to understand CRM in detail and its relevance in current market scenario. We will first understand
the basics of CRM and how it is managed then we will move to the traditional approaches of CRM and their drawbacks. After understanding the
drawbacks of traditional approaches we will discuss the technologies available and their advantages over traditional approaches. Further we will discuss
implementation of these technologies with the help of

1) Introduction: Customer Relationship Management (CRM) is a key business strategy that optimizes customer experience and increases service or
product value. CRM represents a function that relates customer satisfaction, customer behaviour, customer value and profit of an organization. The
main goal of integrating CRM software is to improve the sales functionality, such as providing real time customer data history to the sales departments.
Other benefits of CRM software include improved targeted marketing and personalized customer service. The vision for integrating CRM software is
to be the most preferred LED lighting company in retail for our targeted customer segments, thus maximizing customer satisfaction and retention,
increasing sales... Show more content on Helpwriting.net ...
This document primarily focuses on the people component of the CRM implementation. 2) Preparing a Change Management Team: Before
implementing the change management plan, it is critical that the organization adequately plans for CRM software integration. The Aver LED
management must aim at deploying a change management team six months prior to the physical integration of CRM software. The change
management team will be made up of key members with various roles. It is important that Aver LED management spends one month on planning and
defining the key roles of individuals involved in the change management team. Some roles will include: the change agent (advising and training the
decision makers (Board of Directors) and performers on the change methodology), the team leader (assigning important activities at the team level),
content manager (transferring knowledge about the CRM software on a periodic basis), the sponsor group (holding brain storming sessions to collect
user inputs), steering team (clearing any roadblocks within Aver LED to different elements of the change management plan) and project manager
(coordinating all activities of various teams and making sure that the activities are completed in a timely manner). 3) Executing the change
management plan using Prosci Adkar Model: This section deals with the five steps of Prosci ADKAR Model. This model shall be used to efficiently
execute the change

The impact of customer relationship management on the financial performance of an organization
1
Chapter 1–Introduction
2
1.1 Introduction
This chapter provides an overview of the dissertation in brief. Background of the study and rationale of the study are discussed in the first half. Then
this chapter goes on to explain six research objectives and two research questions. Finally structure of the dissertation is discussed.
1.2 Research context
Customer relationship management, because of its nature, technological advancements, and its ability to attract and retain potential customers has
received tremendous attention form the ... Show more content on Helpwriting.net ...
4
Third research objective is to find the level of relationship between financial performance and CRM. This will determine whether CRM helps an
organization to optimize its financial performance or not.
Fourth research objective is to get an in–depth knowledge of the concepts of
CRM and financial performance and select a measure of them.
Fifth research objective is to pinpoint the factors which derive an organization to implement CRM, and also the critical factors in its success and failure.
The sixth and final research objective is to examine whether CRM software produces maximum revenues for the firm with respect to others in the same
industry. This will help to clear the company position and performance in the industry. 1.5 Research questions
The objectives of this research were put together by considering the research questions. The objectives support the questions to be answered. This
dissertation is based on the process of answer generation of the research questions. There are two research questions for this dissertation.
1– Do firms with successful CRM software in operation demonstrate superior financial performance?
Many management studies have argued that CRM has to be implemented in order to excel and compete in today's competitive environment. It is
advantageous to use
CRM solutions. These arguments stress on the use of CRM

Why Is Customer Relationship Management?
How and why is Customer Relationship Management (CRM) important to sports marketing managers?
Introduction
Since the early 1990s, the concept of relationship marketing has been promoted by academics, which centres on one–to–one relationships between
parties. With the increasing competition in the global market and the development of marketing theory, especially consumer behaviors, relationship
marketing has made way for the idea of CRM (Smith and Stewart, 2014). This idea is also consistent with the core of sport marketing, which is to
'satisfy the needs or desires of sport consumers' (Smith and Stewart, 2014, p.2). In the sport context, CRM 'involves the use of information technology
to create and maintain ongoing, long–term ... Show more content on Helpwriting.net ...
Therefore, the purpose of this essay is to explore why CRM is important to sports marketing managers and how to successfully implement CRM
systems. The first section focuses on the economic and social effects of CRM. Then take the nature of sport into considerations, the second part
presents a strategic framework for CRM with five processes, during which new waves of CRM in sport marketing will be emphasized, such as
branding strategy, emerging social media, the idea of CLV (customer lifetime value) and so on.
The 'R' in CRM stands for 'relationship', which means the aim of it is to create strong connections between consumers and sport organizations,
ultimately increase great value for both of them (Knox et al., 2007). Even though CRM has been criticized for conceptual confusion along with abuse
in practice and there is little evidence that customers universally have the desire to maintain relationships with particular organizations (Buttle, 2007), a
number of benefits could be derived from successful CRM. Four main ones are highlighted as follows.
Increase Working Efficiency and Save Expenses
First of all, the staff could share information about both current and potential customers by gathering data from the standard CRM system quickly and
easily, including preferences, behavioural patterns and shopping habits. Furthermore, based on the analysis of such significant information, sports
marketers may predict new opportunities at a lower

Customer Relationship Management (CRM) is a strategy for operating all your enterprise's relationships and interactions with your clients and future
clients (What is CRM.) The CRM industry has been molded by monolithic trends over its lifetime. Back in the late 90s, intranets, extranets and the
internet altered CRM into more collaborative approaches. The move to cloud has transformed CRM and the relative merchant success. It has definitely
encouraged several more users to implement CRM solutions. Five trends have been shaping CRM which include plug–ins, big data, mobile CRM,
democratization of CRM, and gamification of CRM. Standard out–of–the–box CRM software doesn't always include all the functionality that
organizations demand. Even... Show more content on Helpwriting.net ...
These devices take into account profiling clients based on their actions, dividing markets and forecasting client purchases based on prior buying
information and psychographic/demographic records, as well as uncovering cross–sell opportunities. The growth of Internet traffic, social networking,
mobile phones and cloud computing will produce an immense increase in unstructured data, heading to an expanded demand for business analytics
software that merges text analytics, sentiment extraction, and interrelated technologies to find examples and tendencies among social network, mobile
phone, and cloud computing users (Seven Business and Technology Trends in CRM Software). Big data CRM 's objective is to merge internal CRM
data with client sentiment data that occurs outside of the organization's existing structure, such as on social media platforms. By finding patterns and
inclinations in this data, sales opportunities and modifications to product and service offerings can be made to increase revenue. Firms using big data
in combination with CRM intend to have systems that can manage data in real time and therefore bond with clients quicker. Analytics is of utmost
concern to businesses looking to accomplish big data CRM. The other vital concern for firms is pulling together inbound and outbound interactions
with clients across all networks so that analytics can be utilized. Consumer data silos

The main goal of Customer relationship management is to create a strong bond between customers and the company. The strong bond can be build by
focusing on the two main objectives of CRM. Providing the organization and all of the employees that treat customers with a single and complete
view of every customer at every touch point and across all channels and providing the customer a single and complete view of the company and its
extended channels (O'Brien, A & Marakas, G. 2004). To provide tools that help companies satisfy their customers, Customer Relationship Management
Systems include different technologies. They use software such as SAP AG, Oracle, Siebel Systems, Epiphany, and People Soft. All of the mentioned
software are... Show more content on Helpwriting.net ...
Customer relationship management systems help services representatives to improve customer services and to support clients. Service
representatives use call center and help desk software to satisfy clients. Call center software transfer customer calls to agents based on the kind of
service the customer need and the agents experience in the subject. When customers have any problem or are insure about a service or product,
representative uses help desk software to give clients the needed data. It is imperative to satisfy customers and give them an amazing experience
at the company. While it cost less to sell to existing customers and companies can increase profit by selling to the same customers; if customers are
satisfied, there is more chance they will come back for more services or products. Satisfied customers are a free marketing for the company.
However, it is the opposite if customers are dissatisfied. Dissatisfied customer will tell 8 to 10 people about his or her experience (O'Brien, A &
Marakas, G. 2004). If by any reason, representatives see that the customer is not satisfy, they should act fast and fix the problem. Furthermore, there is
more chance for sale representatives to sell to an existing customer that to a new customer. A good strategy for customer retention is to reward good
customers. Companies can easily do

Relationship Between Relationship Marketing And Customer...
When examined historically, relationship marketing and customer relationship management have been two central essentials in marketing strategy in
the past decades. "Customer Relationship Management" term originated at the beginning of the 20th century when the concept of marketing shifted
from transactional to relational. The shift toward this more personal marketing approach has been stemmed from the increased demand for attention of
consumers who want to ensure that the brands they choose not only offer and sell products or services, but they sincerely care about them. This
emotional demand caused companies to act accordingly and thus human–like brand communication systems and relationship marketing strategies which
try to understand and answer customers more deeply and carefully started to occur. Brands started to emphasize the real human beings behind their
logos, pay the attention what their customers need and display human–like humour and intelligence in the way they communicate with their customers
to get ahead and compete in the market. Being "friends" with the customers and providing every necessary information and support for them on
different social media accounts regularly became one of the key success factors for companies today. ... Show more content on Helpwriting.net ...
However, Webster points out that "We need models that focus on the market exchanges that are not just on the market exchanges that are the subject of
the paradigm" (1992, p.13). To address this need, a paradigm switch was proposed from economics and exchange theory to psychology and intimacy
theory. Then Reis and Shaver (1988)'s proposition of "intimacy" had its reflections on relationship marketing and many studies suggested further
research on intimacy skills and "individual differences in intimacy needs" of

A relative of mine works for a corporate firm on CRM (Customer
Relationship Management) software. He told me that their company is doing well with their CRM initiative while most of the other companies,
using different software, are not achieving their goal of customer satisfaction. That gave me a big click of interest towards my research topic and I
came up with a research questions as "How to avoid CRM failure?" and how to choose a best CRM software vendor?
Customer Relationship Management is an interactive process for achieving the optimum balance between corporate investments and the satisfaction of
customer needs to generate the maximum profit. CRM refers to management of all ... Show more content on Helpwriting.net ...
Headquartered in Stamford,
Connecticut, the company consists of 4,600 associates, including 1,400 research analysts and consultants, in more than 80 locations worldwide. Bad
economic times have forced companies into a major spending retrenchment, compelling them to put projects without immediate and obvious returns on
investments on the back burner; and though many companies have begun implementing CRM solutions, they are still losing customers in droves,
begging the question of whether CRM implementations were worthwhile in the first place. These factors have driven some CRM vendors out of
business while others are fighting to consolidate, leading to a moderate instability in the CRM market. None of the CRM initiatives are meeting the
customer needs thus causing
''CRM Failure''.
The basic management problem or dilemma for any organization is "How to avoid CRM Failure?" This raises research questions like "Which is the
best software vendor to rely on?" and "What are the different issues concerned with failure in different software products?"
Following are the problems faced by different corporate executives in the corporate world in implementing CRM and by going through these will give
a decision making executive an idea of what every one is suggesting in the market.
Current Market talk:
What are the problems faced by others in the market?

Mack Sorrells, president of the Mack W. Sorrells Company Inc., in
Rock Wall, Texas, which

CRM Customer Relationship Management CRM is a Strategy Most people believe that CRM is just a system that will run their business without
making any efforts which is totally wrong. The CRM is a strategy that is run by people to acquire, manage, select, grow and retain a strong relationship
with the right customers with the best long–term profit potential. This cannot be done with a CRM system without a good strategy that puts the
employees on the right track. The CRM System The system consist of sophisticated software and analytical tools that integrate customers' information
from all company sources and analyze it in depth and applies the result to build strong customer relationship. The CRM system should be tailored
upon the industry requirements. So before setting up the system, managers should set their needs and the information that will truly serves them in
order to get an effective CRM system. Also they must put into consideration that each employee who will be working on this system should be
trained well on how to use it and should know the importance of the work they do "How to do it and why they do it". CRM in BMC BMC is a
systems–management software provider based in Texas. They had a bad experience with the CRM because the managers did not search about the
customer's needs instead they wanted to know how to perform faster. They thought that the CRM program did not require any top management
involvement

Part I Theoretical Study Chapter 2 : CRM study 2.1Defining CRM Customer relationship management (CRM) is an approach that company's use to
manage, analyze and interact with customers. It refers to the practices, strategies and the technologies used by companies to understand the customer's
needs and behavior in order to create and build relationships with customers and to follow them throughout the customer lifecycle with a focus on
increasing & retaining customers with driving the sales growth. The idea of a CRM system is to help organizations use technology and employees to
gain knowledge on customers. An important aspect is in communications, ie by listening to the customer needs, opinions, demands, services, support
with an aim for business to collaborate closely with its market. With improvements in technology, modes of communications and marketing strategies,
customers are flooded with lot of information. With various channels introduced and invested in: direct mail & email campaign, conventions, call
centers dedicated and designed to the needs of its market versus the agendas of the companies behind it. So companies have an obligation and a need to
constantly interact with customers to keep them educated about products & services, engaged with company catalogs, promotion materials,
advertisements etc. Second aspect is technology, companies are leverage technology to build & manage the relationship with customers. With
technologies focusing on customer management

Abstract CRM (Customer Relationship Management) as a strategy has increased popularity by connecting enterprises and customers closely through
different mediums. This helps businesses to effectively understand, manage and sustain the customer relationship in a long run. With technology
advancements and enormous amount of information available, enterprises are finding various ways to stay connected with the customers. CRM has
been proven successful for lot of enterprises (small, medium & large) and thus encouraging lot of new businesses to implement CRM in order to
survive and compete in the world of Internet. This thesis, therefore, aims to study the viability of using the ASP (Application Service Providers) model
for enterprises to... Show more content on Helpwriting.net ...
8 2.3.1Operational CRM8 2.3.2Analytical CRM10 2.3.3Collaborative CRM10 2.4CRM market11 2.5Prominent CRM vendors13 2.5.1Siebel systems –
Oracle13 2.5.2Salesforce.com14 2.5.3Microsoft Dynamics14 2.5.4SAP15 2.5.5Others15 Chapter 3 : CRM for Enterprises17 3.1Objective and
Structure of the chapter17 3.2Defining Enterprise's17 3.3Characteristics of enterprise19 3.4Benefits20 3.5CRM as a strategic imperative for
Enterprises20 Chapter 4 : Implementing CRM22 4.1Objective and structure of the chapter22 4.2Developing a CRM vision22 4.3Defining common
CRM requirements for organization22 4.4Determining CRM readiness23 4.5CRM implementation approach24 4.5.1On–Premise development24
4.5.2Cloud Based CRM25 4.5.3On–Premise VS Cloud Based CRM26 4.6Key issues in CRM implementation27 4.6.1Organizational changes27
4.6.2Business justification of CRM28 4.6.3Risk management28 4.6.4Integration29 4.6.5Project ownership29 4.7Conclusion29 Chapter 5 : Exploring
SaaS model30 5.1Objective and Structure of the Chapter30 5.2Introduction to SaaS30 5.2.1Characteristics30 5.2.2Benefits of SAAS model32
5.3Enterprises outsourcing CRM with ASPs32 5.4Conclusion35 Part II Empirical Study36 Chapter 6 : The Research36 6.1Objective and structure of
the chapter36 6.2Research methodology36 6.3Measurement Instrument38 6.4Empirical data38 6.4.1Company overview39 6.4.2Selected products for
research43 6.5Comparison48 6.5.1Business

CRM – CUSTOMER RELATIONSHIP MANAGEMENT
ARPITA JADAV
MORGAN DERNER
QUINTEAZ MONTFORD
For
DSIM – 518 COMPETING THROUGH INNOVATION & INFORMATION
DAVIS SCHOOL OF BUSINESS
JACKSONVILLE UNIVERSITY
SPRING–II 2015
Abstract
Customer Relationship Management, also known as CRM, is a technology system that enhances communication between the user and the potential or
existing customer. The system is most commonly used in a company to support sales, information technology, and customer service. CRM assists a
company by providing and recording information to better help the company align with their customer service goals. According to B. O'Connell in
"CRM: The New Know–Your–Customer Tool:Customer Relationship Management Software Is Coming," CRM ... Show more content on
Helpwriting.net ...
It is a powerful set of tools, applications, and platforms that in combination drive optimization of business intelligence, social insights, campaign
management, and many other key customer relationship matters. Authors, H. Kimiloglu and H. Zarali explain in their book 'What Signifies Success in
E–CRM?' that, "CRM is an integrated approach of managing customer relationship through the combination of three important components: people,
process, and technology" (Kimiloglu, Zarali, 2009). CRM involves all the aspects of interaction that a company has with its customers, whether they be
sales or service–related. While the term customer relationship management is most commonly used to describe a business–to–customer (B2C)
relationship, CRM systems are also used to manage business to business (B2B) relationships.
One good example of a common CRM strategy is the rewards card program offered by various supermarkets such as Winn–Dixie. The store gives its
customers a free card that gives them access to special promotions at checkout. However, this card also tracks everything the customer buys, allowing
Winn–Dixie to create an extremely detailed customer profile based on purchasing habits. By using this information, Winn–Dixie can then offer
customers targeted promotions that will increase customer retention and loyalty.
A Discussion of the CRM and Its

Thesis On Customer Relationship Management

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