The document provides a reflection on a course about customer relationship management (CRM). It discusses key lessons learned, including the different types of CRM, misunderstandings about CRM, why companies want or don't want relationships with customers, and why customers want relationships with suppliers. It also summarizes the stages of CRM implementation and the importance of understanding customer experience to create value for customers.

1. “Reflection on
the Course CRM”

2. GREEN UNIVERSITY OF BANGLADESH
Assignment on
Customer Relationship Management
Submitted to
ASSISTANT PROFESSOR & CHAIRPERSON
Department of Business Administration
Submitted by
S A M Mahfuzul Hoque
ID: 193006050
Department of Business Administration
Date of Submission: 21-05-2022

3. Acknowledgement
First of all, sir thank you so much you have explained to me the customer relationship
management CRM course in the right way with a lot of skill. From this course I can learn what
is CRM or customer relationship management. How many types of CRM can there be? Human
misconceptions about CRM. How CRM can be applied to a company and how it works. Sir, I
am very grateful to you for conveying this information in a very efficient and skillful manner.
From this dynamic teaching of yours I will be able to apply CRM correctly to any organization
in the future. You have also taught me how to create a product in the service sector, how to
create a value in a service and Service Characteristic. I have learned through this course how
the service model works. I have learned how to use positive and negative methods to retain the
customer. I learned how to develop a customer and how to strategically eliminate the last
customer retention loss for the organization.

4. Introduction
Custom relationship management is very important for running digital business today. In order to
run a business properly and to make more profit in order to be successful in business, it is necessary
to have proper research about the customer. They need to understand everything and deliver the
right product at the right time at the right time according to their needs. To do all this, Custom
Relationship Management is required. Through Customer Relationship Management, the
organization can know what a customer wants, which customer is valuable, which customer is less
valuable, which customer is profitable, which customer is harmful, which customer needs to be
retained, which customer needs to be excluded and which product to offer customer. No need to
offer any product to the customer. It is very difficult for a big organization to maintain all the work
properly. Therefore, customer relationship management makes the process of simplifying the work
much easier and more scientific so that the organization can easily get the right product in the
market.
CRM is an information system, software and usually Internet capabilities that help a firm manage
customer relationships in a perfect way. CRM is the process of managing all aspects of interaction
a company has with its customers, including prospecting, sales and service. CRM applications
attempt to provide insight into and improve the company’s customer relationship by combining all
these views of customer interaction into one picture. CRM is an integrated approach to identifying,
acquiring and retaining customers. By enabling organizations to manage and coordinate customer
interactions across multiple channels, departments, lines of business and geographies, CRM helps
organizations maximize the value of every customer interaction and drive superior corporate
performance. CRM is an integrated information system that is used to plan, schedule and control
the pre-sales and post-sales activities in an organization. CRM embraces all aspects of dealing with
prospects and customers, including the call center, sales-force, marketing, technical support and fi
eld service. The primary goal of CRM is to improve long-term growth and profitability through a
better understanding of customer behavior.

5. Types of CRM
Strategic: Strategic CRM is a core customer-centric business strategy that aims at winning and keeping
profitable customers. It helps to take strategic decision for organization.
Operational: Operational CRM focuses on the automation of customer-facing processes such as selling,
marketing and customer service
Analytical: Analytical CRM focuses on the intelligent mining of customer-related data for strategic or
tactical purposes
Collaborative: Collaborative CRM applies technology across organizational boundaries with a view to
optimizing company, partner and customer value
Misunderstanding about CRM
CRM is not database marketing
Many people think that CRM is database marketing but this is totally wrong thing. CRM data entry
does not work. Data entry has to be done in CRM then CRM works according to that data.
CRM is not it related issue
CRM is not it related issue. CRM is not an IT department. CRM deals with information. I have
collected the information and I have to give input then CRM publishes the results according to that
information.
CRM can be implemented by any company
Many firms think CRM can be applied to any company. But this idea is completely wrong. CRM
is a big deal. Not all companies have the capacity to operate CRM. Applies only to those who have
a large number of customer sites who have to manage a large number of operational systems. The
organization must have sufficient financial capacity to maintain CRM and the organization must
be relatively large and have the ability to adapt to CRM and have that amount of manpower and
that amount of technology.

6. Why companies want to keep relationship with customer
Reduce marketing cost: If the distribution channel is not used to distribute the product after its
production, then the marketing cost delivery hassle will be reduced. This is why the company
wants to have a direct relationship with the customers
Better customer insight: When the organization itself delivers the product directly to the customer
and markets the product directly, excluding the distribution channel, the customer will have an intimate
relationship with the organization and the customer organization will know what their advantages and
disadvantages are and what they want to get. Adding features will make them more profitable
Why companies do not want to keep relationship with customers
Loss of control: With the company now having direct communication with the customer, it
becomes difficult to control the customer because the customer comes and communicates with the
organization whenever he wants, thus hindering many important activities of the organization.
Resource commitment: When the organization does not communicate directly with the customer,
the customer will do anything directly to the organization because the customer thinks that my
relationship with the organization has become too much. The customer abuses his power.
Commitment is to come
Why customer want to relationship with suppliers
Product complexity: When new product come to the market then customer have no idea about
the product, for getting proper idea about product customer want to build relationship with the
customers
Service requirements: When new product come to the market service center not available, for
getting service any time customer want to maintain relationship with supplier
Financial risk: For getting capital support customer want to relationship with customers

7. After completing this course, I learn most important thing that are “CRM Implementation”
Five stages have for implementation CRM
Develop the CRM strategy
❖ Situation analysis: Which position I hold for CRM that understood needed.
❖ Commence CRM education: Every one of the organizations from top level to bottom level
must need to know about CRM and take proper education about CRM so that it maintains
properly.
❖ Develop CRM vision: After implementation CRM in which position, I want to see my
organization after five years and after ten years that input in the CRM, then CRM working
like this.
❖ Set priorities: Set priorities by own which one is most important
❖ Establish goal and objective: Establish right goal about CRM, in which position I want to
go by use CRM and what is my objective from CRM that identified.
❖ Identify people, process and technology requirement: Which CRM apply in organization
is match with organizations strategy, organizations people, process and technology? Those
all requirement needs to full fill before implementing the CRM.
❖ Develop the business case: After applying CRM observe this is develop my firm’s
performance from previous? Is my customer satisfied or dissatisfied? Is increase customer
retention capacity increase or decries? Those all thing identified after implementing the
CRM. Check the brand health. End of the day business case show me how my business
effect in long term.
Build the CRM project foundation
❖ Identify stakeholder: After applying CRM who are affected that identified because they are
the stakeholder of the organization and they know about CRM.
❖ Establish governs structure: Here identified who lead whom? Who becomes manager? All
this thing scrutinizing here.
❖ Identify change management need: If management think that anyone more capable from
anyone then management can change anytime based on organizations need.
❖ Identify project management need: For run the project which material need that identified
and need to collect.

8. ❖ Identify critical success factor: What is the firms critical success factor that identified and
hit this point and action take based on critical success factor.
Specify needs and select partner
❖ Process mapping and gap analysis: Make blueprint on of the division there I want to apply
CRM.
❖ Data review and gap analysis: Review all collected data and check it properly then find the
gap.
❖ Initial trial: After completing everything run CRM for trial so that understand that after
applying CRM is firm capable or not capable for CRM
❖ RFP: Then request for proposal.
❖ Call for proposal: Finally, here call for proposal
Implemented project
❖ Refine project plan: After implementation check again have any change needed for CRM
❖ Identify technology customization needs: CRM is not 100% fit with organization. Which
sector are not match that sector customized based on firms requirement.
❖ Photo type design, test, modify and rollout: After completing everything doing trial and
found error then correction the error
Evaluate performance
❖ Project outcome: Within time period CRM will apply
❖ Business outcome: After applying CRM within the organization what is the business
outcome that identified.
Customer relationship management and customer experience
Experience starts from customer’s journey. Here includes everything start to end. This is customer
experience. Like I want to go Bashundhara city for shopping, when I get out from home for
Bashundhara city here start to end journey before reaching their whole thing is my experience.
When customer get any service then they feel it by cognitive way then they find out an experience.

9. Experience may positive or negative or no experience. Like I order something through online,
before getting product that all is experience.
From service to experience
Intangibility: Service have no search quality. Not to be possible touch, not to possible see.
Simultaneous production and consumption: Service production and consume at same time.
When service produce then instant consume it. Service not storable. Service consumes instantly.
Perishability: when service produce then service finish instantly. It is not possible to keep.
Heterogeneity: Service varied by place, time, situation. Service is not same all the moment. It
changes every moment.
Understand customer experience
Mystery shopping: My customers is getting good service. How much happy a customer for
understand provide third party as a customer. This third-party doing shopping for observation and
understood customer experience.
Experience mapping: This is like blue print. Is customer face any problem when they experience
this is mapping.
Process mapping: This is also like service blue print. For example, a customer while purchasing
a mobile sim then they follow some guide lines.
The customer activity cycle: Here three questions included, that are:
1. Deciding what to do
2. Implementing the decision
3. Reviewing what was done
Spatial environment: Physical environment everything that I feel outside of me. Like parking
and everything.
Website and electric media: When open any website then how to use it and how it is working or
its performance experience.
People: When any service experience then encounter with people. Without people service can not
possible to produce.

10. Creating value for the customer
We crating value for the customer at s profit. For getting value customer sacrifice doing. Like I
want to eat tehari from nilkhet, then I sacrifice money and time. For getting delight service
customer have to pay more.
Value through marketing mix
When productive intangible then by only 4p is not enough need 7p. People Physical evidence
Process
People: employee customer communicating cultural and value employee research.
Process: Service differs by people by time so here develop process. Process would be developed.
For minimize heterogeneity challenge process would be developed.
Physical evidence: facility design equipment signage employee dress others tangible. By doing
those activities intangible service become tangible.
Value from product
Customer do not buy a product customer buy experience, customer buy solution, customer buy
statues, customer buy luxury.
Product innovation: By adding value into the product innovation created.
Additional benefit: Adding more benefit or adding more features product value increases.
Product service: Providing additional service with product.
Product synergies: If buy this product then provide one more product 100% free of cost that’s
called product synergies.

11. Value from service
The Gap model of service quality
The difference between customer perceptions and expectations.
Customer Expectations
customer Gap
Perceived service
Customer Expectation
My target customer is expecting from certain the particular service. Expectation from particular
service.
Perceive service
Product from customer Outlook. What type of service customer on that service getting from
marketer is perceive service? Customer satisfaction product. If customer Gap is high customer
satisfaction is low. If customer gap low then customer satisfaction is high. Certification means
customer gap.
If I want to reduce customer gap then find out is any gap in provider. By reducing this gap customer
gap reduce possible.
Provider gap
That means gap is service provider. This is internal gap. When service provide if any gap in
provided then customer satisfaction is reduced and customer gap increase. As a marketer find out
the gap where get create.

12. Provider gap 1
Listening gap
Inadequate marketing research that means listen or understanding gap exist here. If I don't
understand my customer and don't know who is product on customer this is first gap. If I don't
know about customer, I have no idea no research no analysis about the customer hot customer on
I am not asking the customer even though I am not thinking to know what is customers need,
demand and want of customer then gap will create.
Lack of upward communication
Lack of interaction between management and customer. Too many layers between personal and
top management.
Insufficient communication between contract employee and manager.
Marketing intermediaries. Employee argent wholesaler retailer book financial service.
Insufficient relationship focusses
Lack of market segmentation Focus on transaction rather than relationship. Focus on new customer
rather than relationship customer.
Inadequate service recovery
When service wale then customer complaint me about the problem from this problem I know about
the problem. If get on happen then gap 2,3,4 created
Provider gap 2
Not selecting the right service design and standards
Poor service design
Unsystematic new service development process.
Failure to connect service design positioning
Process is not fit for service, here not create interlink. Like I am going bank for deposit money but
Bank have no any serial for depositing money in here arise question where I go for deposit money.
Failure to connect service design to service positioning.

13. Absence of customer
Lack of customer defined service standards. Like my customers don't know what is getting from
this service. Customer perception create how I provide service. Hot could be the standard each and
everything depend on service providing system.
Absence of formal process for setting service quality goods
What is the customary standard that not defined is the service are what is the customer is standard
this is not designed but this is standard not maintained? Like that provide lip let, they wrote
everything but they don't provide anything that great designing gap or gap 2.
Inappropriate physical evidence and service escape
Physical evidence is an important element of service. But these tools are element Koi cannot set
in right position and not using with customer satisfaction then create gap. Like in high quality
restaurant I provide normal menu card it is not create any right value for customer it must supposed
to be an expensive menu.
Physical evidence is gap 2 this is very important. Gap on create it effect with gap 2,3,4 all gap is
mutually exclusive. Gap 3 create automatically if not exist gap 1 or 2.
Select the right person who provide perfect service. Here people involved.
Provider gap 3
Performance gap
This gap created from people. Here gap exist within people who provide service finally. In
performance sector get maybe happen.
Deficiencies in human resource policies
For providing service having three triangles that internal marketing external and interactive
marketing. Internal marketing is very important. Various service employee includes directly
involved with product creation that's why triangle create. If effective human resource not recruited
who is provide this service The provided service for customer that I provide it bad. Gap 3 created
for internal marketing. That are human resource Management. Here problem in internal marketing.

14. Like in selection problems, recruitment problems, motivational problem aur if our employee are
not happy who are provide this service directly to the customer. This is obviously hampered for
service creation.
Customer who does not fulfill roles
People who create the service as long as who consume the service, he is also important here.
Customer is also important for their own satisfaction. Customer play a very important role as a
people that important for service. If internal marketing is not ok then it is effect on external
marketing in both two sector people are related. For interactive marketing focus on employee and
customer include both. Hair interaction with both employee and customer. Some product but based
on customer this is change. Like I go to restaurant but my mood off for my family reason here if
restaurants every food is ok also service ok but my mood is not ok, I am not taking care perfectly
e this restaurants food for this reason restaurant owner is not liable. Here just because of me I am
not experiencing this service. Which is why customer are also liable for this gap.
Customers negatively affect each other
Suppose I am going baily rode in cats eye show room for purchasing casual shirt in Baily star
market. I saw a long line in front of cat’s eye shop. For purchasing on shirt, I spend two hours of
time then my experience is bad. Now I am saying everyone is bad for service which is why this is
totally thought process.
Problems with service intermediaries
When service served by third party if third party not provided service perfectly then create a gap.
Failure to match supply and demand.
When demand increases then service quality decrease instant.
Inappropriate customer mix
When in restaurant all type of customer come like some customer schoolboy some customer from
office as long as official meeting happen in restaurant then every customer not enjoy the moment,
they feel disturb which is why gap create.

15. Gap 4 communication gap
External marketing
This is sensitive. Here poking trust. Here work reliability. If there is any cheating element are
doing overpromise make a large Gap. If a provider gap four happen everything destroy. Lack of
integrated service marketing communication.
If all information is not integrated or information is not updated from organization then gap create.
Here service provider face lot of problem.
In effective management of customer expectations.
If I am not educated my customer regarding the service then not create any standard expectation.
Because all customers’ expectations and not same therefore lack of managing expectation here
create long gap. It happens lack of communication which is why gap is created.
Over promising
If doing our promise but service not provide then not match expectation with perception. Then
customer gap increases
Inadequate horizontal communication
Insufficient communication between sales and operation
Insufficient communication between advertising and operation
Over price
If price is over but service is not perfect than expectation and perception is not matching then just
desire end of the day gap increase
The Five Dimensions of Service Quality
Service Quality is defined as an evaluation of how well the delivered service matches consumer
expectations. It is done to assess the deviations that are occurring while delivering the services to
potential customers.
Businesses that meet or succeed expectations are considered to have high service quality. Service
Quality defines the retention power of the company concerning its customers. Customer Retention
is the best measure of Service Quality.
Reliability- It is the ability to perform the set service dependably and accurately. It focuses on
providing the services right the first time and maintaining error-free records.

16. Assurance- It is the Knowledge and Courtesy of Employees and their ability to convey trust and
confidence. Employees who instill confidence in customers and Make Customers feel safe in their
transactions.
Tangibles- It contains Physical Facilities, Modern Equipment, appearance of personnel, visually
appealing materials associated with service.
Empathy- Caring, Individual Attention a firm provides to its customers. Convenient business
hours, Having the customer’s best interest at heart.
Responsiveness- Willingness to help customers and provide prompt services. Readiness to
respond to customers’ inquiries.
SERVQUAL
Servqual is a survey research instrument developed by Zeithmal to measure customer satisfaction
with various aspects of service quality. This Scale contains 22 items that reflect five dimensions
of Service Quality.
It is based on an assumption that consumers evaluate a firm’s service by comparing:
1. Their perceptions of service received.
2. Their prior expectations of companies in a particular industry.
Respondents complete a series of scales that measure their expectations of companies in a
particular industry on a wide array of service characteristics.
They are asked to record their perceptions of a specific company whose services they have used.
When the perceived performance ratings are lower than the expected service, it will be termed as
Poor Quality and Vice-versa.
Service level guarantee (SLA)
When customer buy any product here each and every service are written that firm will provide.
This is mutually agreement. Here refers if any service is failing then how much time will take firm
to solve the problem and here also include if fail how much penalty firm will provide for the
customer.

17. Managing the customer retention and development
Which customer is fixed firm don’t go for retention them, which customer are not fixed firm work
for them? Many firms are not concern to retain about their customer even though they do not
understand how to retain the customer. They always looking for new customer.
Positive and negative retention
Positive retention means if customer stay with firms, then firm provide stimulus and reword to the
customers on the other hand negative retention means if customers want to from firm, then firm
cancel every stimulus that are allocate for the firm from previously.
Kanos’s customers delight model
Add customers perceived value: Provide customer such a thing in the product that need for the
customers or credit value for the customer.
Loyalty scheme: When customer stay long time with firm then firm provide special scheme for
the customer.
Customer club: When customer become prominent club member then they get many offers.
Sales promotion: Here customer get in pack out pack voucher, cash back offer, free premium for
continuation, collection scheme, self-lacquering premium.
Strategies for customers development
When customer come to buy in a shop only on product but when their desire product by then
customer buys another many product that's called customer development. Here has some
technique.
Cross selling: Sell additional product with existing product. For example, I come to buy a pen
then employee influence me for purchase a exercise book.
Upselling: selling existing product in high price by adding value edition or add more benefit in
the product.
Down selling: selling low price product.

18. For customer development CRM have some technique
Campaign management: For operational CRM we use this tool. For understood campaigns upsell
and down cell effectives use the software.
Event based marketing: Campaign offers based on event. For example, I have DPS in bank 10
lakh and matured it then Bank offer me for FDR this amount.
Data mining: This is historical data. Check the previous purchase history then create plan for sale
to the customer.
Customization: Based on customers need and, on the product, customized.
Channel integration: Every channel most have some offer for customer like agora Ghazipur shop
price and Dhaka outlet price should be same
Strategies for terminating customer relationship
How to terminating the relationship. Which customer is not profitable and customer who complain
more who are switches who order more but not take the product that customer need to terminate?
There are number of strategies for second customer
Raise prices: By raising the product price customer can sack
Unbundle the offers: Unbundle every offer like package product cancel
Respecify the product: Change the previous package like in airlines economy class cancel the
normal customer would not by the ticket
Recognize sell marketing and service department: Do not response perfectly on time don't
provide service perfectly and provide wrong information about the product and ignore them 100%
Introduce ABC class service: Doing service class. Like A B C. For example, in a bank general
people get general service and who people are deposit huge amount of money they get premium
service

19. Approaches for customer check based on different company
Hardliner: There are very hard for sucking the customer who are not profitable.
Appeasers: They think before the sack. They think if they sack them then their competitor gets
them which is why they follow cautious approach
The undecided: they are not decided for sex because new customer not available