1. Customer relationship management (CRM) is a
model for managing a company’s interactions with
current and future customers.
It involves using technology to organize, automate,
and synchronize sales, marketing, customer service,
and technical support.
2. Relationship management is a customer-oriented feature with
service response based on customer input, one-to-one solutions to
customers requirements, direct online communications with
customer and customer service centres that help customers solve
their questions.
Use of technology:This feature is about following the technology
trend and skills of value delivering using technology to make “up-
to-the-second” customer data available. It applies data
warehouse technology in order to aggregate transaction
information, to merge the information with CRM solutions, and to
provide KPI (key performance indicators).
Opportunity management:This feature helps the company to
manage unpredictable growth and demand and implement a
good forecasting model to integrate sales history with sales
projections.
3. Many organisations now believe that mandated use
of CRM can increase user satisfaction.
Also it can enhance the employee service quality.
So to improve service quality and customer
satisfaction and to reap the economic benefits with
satisfied customers many organisations are now
implementing CRM.
4. Satisfied employees offers high quality service that
satisfies customers.
Thus using information systems like CRM fulfil the needs
of employees to perform their job with full dedication.
SPC research has shown that employees service quality is
influenced by individual characteristics like employees
personal knowledge about conducting customer service
tasks and job dedication.
So a user friendly system is necessary to ensure user
satisfaction.
5. Mandated use of CRM may prove beneficial but
then user satisfaction with the system is very
important.
Unsatisfied users can have a negative impact on
their service quality and also on customer
satisfaction.
If employees personal knowledge is high then he
can cope up with the dissatisfaction otherwise it
can bring down his performance drastically.
7. Thus use of CRM can affect the decision
making of the organisation.
They can maintain databases of the potential
customers, prospects and also ex customers.
By analysing data obtained through CRM
they can satisfy the unsatisfied customers
and retain the existing customers.
8. Use of IS can enhance the service quality of
employees to a great extent.
But the level of job dedication is also important
to learn concepts and systems.
Also embodied service knowledge is important
so that CRM is used to its full extent to generate
satisfied customers and profits to organisations.
