Relationship Between Relationship Marketing And Customer...

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
... Get more on HelpWriting.net ...

Customer Relationship Management
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

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

Customer Relationship Management Essay
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

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 ... Show more content on Helpwriting.net ...
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

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
Abstract 2
CRM – An Introduction 4
A Discussion of the CRM and Its Development 6
How CRM is Used Today 6
The CRM Strategy 7
The Impact of Technology on CRM 7
The Benefits of CRM 9
CRM – Business Usage 10
CRM in Business Strategy 11
Implementation, Considerations Recommendations 12
Conclusion 13
References – Works' Cited 14
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

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

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

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 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 Helpwriting.net ...
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,

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 2.3.1 Operational CRM 8 2.3.2 Analytical CRM 10 2.3.3 Collaborative CRM 10 2.4 CRM market
11 2.5 Prominent CRM vendors 13 2.5.1 Siebel systems – Oracle 13 2.5.2 Salesforce.com 14 2.5.3
Microsoft Dynamics 14 2.5.4 SAP 15 2.5.5 Others 15 Chapter 3 : CRM for Enterprises 17 3.1
Objective and Structure of the chapter 17 3.2 Defining Enterprise's 17 3.3 Characteristics of
enterprise 19 3.4 Benefits 20 3.5 CRM as a strategic imperative for Enterprises 20 Chapter 4 :
Implementing CRM 22 4.1 Objective and structure of the chapter 22 4.2 Developing a CRM vision
22 4.3 Defining common CRM requirements for organization 22 4.4 Determining CRM readiness
23 4.5 CRM implementation approach 24 4.5.1 On–Premise development 24 4.5.2 Cloud Based
CRM 25 4.5.3 On–Premise VS Cloud Based CRM 26 4.6 Key issues in CRM implementation 27
4.6.1 Organizational changes 27 4.6.2 Business justification of CRM 28 4.6.3 Risk management 28
4.6.4 Integration 29 4.6.5 Project ownership 29 4.7 Conclusion 29 Chapter 5 : Exploring SaaS
model 30 5.1 Objective and Structure of the Chapter 30 5.2 Introduction to SaaS 30 5.2.1
Characteristics 30 5.2.2 Benefits of SAAS model 32 5.3 Enterprises outsourcing CRM with ASPs 32
5.4 Conclusion 35 Part II Empirical Study 36 Chapter 6 : The Research 36 6.1 Objective and
structure of the chapter 36 6.2 Research methodology 36 6.3 Measurement Instrument 38 6.4
Empirical data 38 6.4.1 Company overview 39 6.4.2 Selected products for research 43 6.5
Comparison 48 6.5.1 Business

Customer Relationship Management ( Crm )
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,

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.
 Title of the project
 Objective of the study
 Scope of the study
Chapter 3. Profile of the company.
Chapter 4. Review of Literature.
Chapter 5. Research Methodology
 Research Design
 Data Collection Methods / Sources
 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 –
 Copies of questionnaire
 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

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 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

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

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'

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 ... Show more
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

Part I Theoretical Study Chapter 2 : CRM study 2.1 Defining 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

CUSTOMER RELATION MANAGEMENT
MODULE CUSTOMER MANAGEMENT
LECTURER DR GEOFF WINTER
TOPIC CUSTOMER RELATION MANAGEMENT.
SUBMITED BY MUHAMMAD AMIR
I.D. 39644
GROUP D
TABLE OF CONTENT
1. EXECUTIVE SUMMARY
2. DEFINITION OF CUSTOMER RELATION MANAGEMENT
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
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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

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
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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

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

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

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
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

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
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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 £45 per user per month, plus an initial set–up fee of around £5000.
Choose a product that allows some customisation, as several 'one to many ' ASP CRM models have

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
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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

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
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

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 in customer 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

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.

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

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 more content on Helpwriting.net ...
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

Thesis On 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

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
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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

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

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

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

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

Relationship Between Relationship Marketing And Customer...

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