Social Observational Activity Spend some time observing another adult interacting with at least one other adult (at home, in a park, at the mall, at work, etc.) and reflect on the nonverbal cues and body language that they tend to use. What are they trying to “say” to the other person? Locate scholarly materials to help support your accuracy of what the person’s body language and nonverbal communication is conveying (eye contact, posture, appearance, leaning in, facial expressions, artifacts [a uniform, etc.] gestures, etc.) Be descriptive in your analysis of all non-verbal communication that you identify and body language examples. . Your paper should be 2-3 pages in length. Include at least two scholarly references in addition to the course textbook to support your analysis and position.  Introduction of the specific topic Customer Relationship Management As a group, we will be explaining how customer relationship management is a customer-focused and customer-driven organizational strategy. Elaborate on how modern CRM systems can build sustainable long-term customer relationships that can create value for both companies and their customers. In addition, to helping many companies acquire new customers while also retaining and expanding their relationships with advantageous existing customers. Overall, this topic is an approach to manage a company’s interaction with current and potential customers. It uses data analysis about customers history with a company to improve business relationships with customers. It specifically focuses on customer retention and driving sales growth. The reason this is important and relevant to our class is because businesses data is used to see what customers like and don’t like. Businesses use this because sales tend to improve overall when they use CRM.  Tentative milestone/schedule of the project. Introduction Customer relationship management is very commonly referred to as CRM within the business world. It is perceived as both a customer-driven and customer-focused strategy that in part is used to aid the communication between businesses and their customers (Rainer & Prince, 2020). It does in fact also contribute a great deal to many businesses marketing tactics and more specifically allowing them to focus on customers individually. Then, providing them with the proper information needed to meet their individual customer’s needs and desires, which in essence contributes to creating a customer intimacy that so many businesses lack today. With living in a very digital and internet driven world today, customer relationship management has been able to really fill a void that has unintentionally been created by the Internet because of how impersonal it has made what used to be in-person experiences, now digitized.       The process in which customer relationship management is utilized, is by employing information technologies through numerous systems and applications.  It is a technology used to manag.

1. Social Observational Activity
Spend some time observing another adult interacting with at
least one other adult (at home, in a park, at the mall, at work,
etc.) and reflect on the nonverbal cues and body language that
they tend to use. What are they trying to “say” to the other
person?
Locate scholarly materials to help support your accuracy of
what the person’s body language and nonverbal communication
is conveying (eye contact, posture, appearance, leaning in,
facial expressions, artifacts [a uniform, etc.] gestures, etc.) Be
descriptive in your analysis of all non-verbal communication
that you identify and body language examples.
.
Your paper should be 2-3 pages in length. Include at least two
scholarly references in addition to the course textbook to
support your analysis and position.
Introduction of the specific topic
Customer Relationship Management
As a group, we will be explaining how customer relationship
management is a customer-focused and customer-driven
organizational strategy. Elaborate on how modern CRM systems
can build sustainable long-term customer relationships that can
create value for both companies and their customers. In
addition, to helping many companies acquire new customers
while also retaining and expanding their relationships with
advantageous existing customers. Overall, this topic is an
approach to manage a company’s interaction with current and
potential customers. It uses data analysis about customers
history with a company to improve business relationships with
customers. It specifically focuses on customer retention and
driving sales growth. The reason this is important and relevant

2. to our class is because businesses data is used to see what
customers like and don’t like. Businesses use this because sales
tend to improve overall when they use CRM.
Tentative milestone/schedule of the project.
Introduction
Customer relationship management is very commonly referred
to as CRM within the business world. It is perceived as both a
customer-driven and customer-focused strategy that in part is
used to aid the communication between businesses and their
customers (Rainer & Prince, 2020). It does in fact also
contribute a great deal to many businesses marketing tactics and
more specifically allowing them to focus on customers
individually. Then, providing them with the proper information
needed to meet their individual customer’s needs and desires,
which in essence contributes to creating a customer intimacy
that so many businesses lack today. With living in a very digital
and internet driven world today, customer relationship
management has been able to really fill a void that has
unintentionally been created by the Internet because of how
impersonal it has made what used to be in-person experiences,
now digitized.
The process in which customer relationship management is
utilized, is by employing information technologies through
numerous systems and applications. It is a technology used to
manage businesses relationships and interactions with both
current customers and potential customers. In addition to

3. communication aid, CRM also helps streamline processes and
improve profitability within many businesses (CRM 101,n.d.).
Some areas that CRM can help ease the communication process
are through contact management, sales management, and
productivity (CRM 101,n.d.). This strategic form of business
organization has led to many great successes, but most
importantly it has led to the overall sustainability in providing
long-term relationships between all sorts of companies and their
customers. Due to the increase in competition as a result of the
internet, customers tend to have the upper hand in a business
relationship because of the fact that they can research so many
more options just at the tips of their fingers. Which is why it is
so incredibly important to maintain a strong communication
with customers in any business, because their profitability
really does depend on sustainability. The stronger the
relationship, the more likely a customer is to continue
supporting a particular business, which should be every
company’s top priority. Similarly to any other relationship,
communication is the key to maintaining a healthy well-rounded
relationship.
With addition to communication, we will now shift our
focus onto how customer relationship management programs can
be used to acquire new customers. The greatest objective in
achieving new customers in any form of business is that new
customers tend to turn into repeat customers. As we know, it’s
always cheaper to keep a returning customer satisfied than it is
to have to regain their trust and business after switching to a
competitor (Rainer & Prince, 2020). Rainer & Prince noted that
“an organization’s overall goal is to maximize the lifetime value
of a customer, which is that customer’s potential revenue stream
over a number of years” (pg. 341).
The Problem- My Part
The Context - My Part
The Architecture

4. CRM architecture can be envisaged in one of the following
categories. Collaborative CRM, analytical CRM, and
operational CRM as follows. Analytical CRM is the type of
CRM that could lead to cross-selling products to certain
customers by looking into their previous purchasing behavior or
acquiring information that is only relevant to certain segments
of a company’s customer base. Analytical CRM is crucial to
identifying general industry changes and allows businesses to
respond quickly to shifting market demands and remain agile. In
this kind of CRM, data analysis can be conducted through
various forms such as diagrammatically, through reports, and
graphically, to better represent results. Analytical CRM is
essential to the basic architecture of customer relationship
management and with the advancement in technologies such as
telecommuting and social media, the market has seen the
introduction of more refined systems (Diffley et al., 2018). The
basic structure of CRM can be complemented by employing
cloud technology to allow for accessibility and flexibility.
Integration is critical to CRM and refers to data integration as a
way to make it usable in processes and strategies that can be
beneficial to the employees of the business, suppliers,
customers, and the business itself. The use of social media and
mobile technology can help businesses target an entirely
emergent consumer demographic that is keen on technological
advancement and accessing items online, buying them there and
having them delivered.
Analytical CRM
Analytical CRM mainly deals with data analysis of data
collected as part of operational CRM or from different sources.
This data analysis is geared towards the identification of the
approaches and mechanisms a business can use to bolster its
relationship with its customers. This
means that what is gathered can be used to conceptualize and
design targeted marketing campaigns. The data analyzed can
be used to market strategically, optimize prices, improve
customer satisfaction, bolster customer communication, retain

5. customers, and up-sell or cross-sell by using acquisition data
among others. Data analysis and collection is envisaged as an
iterative and continuous process (Bhat, 2016). This means that
business’ decision making based on feedback from other
decisions or previous analysis is refined. Numerous analytical
customer relationship management activities manage data by
using a data warehouse.
Operational CRM
Operational CRM is the type of customer relationship
management mainly concerned with the automation of business
processes including customer account management and
information, industry trends, competitor data, and customer
service. Collection of data ensues and the data is stored in a
database in a way that it is usable in general strategic planning
and daily operations including customer account management.
Sales force data on the special needs of customers is also stored
in the database in a way that it is usable. This means that the
business can personalize its service and interaction with
customers. Operational CRM seeks to automate the support for
business operations on the front end of the business, such as
customer service, marketing, and sales. All interactions with
customers are generally added to that individual’s history and
employees can retrieve customer information from the customer
relationship management database when needed. Operational
CRM can be seen in one of the following categories.
Automation of enterprise marketing, this provides information
on the business environment such as macro-environmental
variables, trends in the industry, and competitors’ information
(Rahimi, 2017). Customer support and service which deals with
automating particular product inquiries and returns, complaints
and service requests. Lastly, the automation of the sales force.
This includes the automation of some of the business’ sales
force management tasks and critical sales, including quote,
contact, account, lead, and performance management, tracking
the demographics and preferences of customers, sales
administration, and forecasting.

6. Integrated CRM is seen as a solution for the front office part of
the business and this is due to the way it deals directly with
customers. Numerous call centers utilize CRM software to store
information on customers. On the retrieval of a call, the system
determines the caller using the number and portrays their
associated customer information. After and as the call is
ongoing, the agent at the call center dealing with the customer
can add to the system’s information on the customer (Ascarza et
al., 2017). Other services for customers can be automated fully
including letting customers access their account details i.e. bank
account details, through the internet.
Collaborative CRM
Collaborative CRM is where the entire communication between
customers and businesses are processed, organized, and
recorded in the collaborative feature of CRM software. This
translates to all communication that happens via email, in
person, or by telephone. Relationships with customers can be
nurtured using data they have provided themselves that show
the amounts that they would spend on average, the frequency of
purchasing, their dislikes and likes, and their purchasing
behaviors and patterns. Businesses can, therefore, utilize this
information to offer targeted deals to certain segments of their
customer base, cross-sell products based on previous purchasing
history, and provide customer service that is enhanced.
Moreover, there can be customer segmentation using numerous
criteria such as profession, gender, age, and geographical
location (Tseng, 2016). This means that there can also be
customer targeting through newsletters and personal emails
offering deals and discounts. Collaborative CRM is geared
towards customer interaction through various forms including
email, internet, phone, fax, letter, and also through personal
interaction. It entails the following: the provision of access to
customer information during customer interactions with the
business, the provision of online services as a way to limit
customer service costs, and lastly, the provision of efficient
customer communication across numerous channels.

7. Recommendations
The recommendations for CRM touch on the use of CRM
systems to undertake advertising on social networking platforms
including Facebook, Instagram, and Twitter. The offering of
trial periods that exceed a minimum of thirty days by CRM
platforms. Also, the increased availability of CRM platforms
through mobile applications i.e. in android and iOS operating
systems.
Extended Trial Period
For a limited amount of time, CRM software free trails allow
businesses to ultimately decide if the software is a good fit, get
familiar with its functionality and features, and test it on the
business and its CRM activities. For all these activities to be
effectively done, there needs to be a minimum trial period of
thirty days. It could however, be more beneficial to various
customer relationship management platforms to offer even
longer trial periods, i.e. 3 months. This would allow the
business to better understand the CRM software and see how it
integrates with their systems. Also, it would allow for the
observation of how well the business does while using the
software meaning the business can quantify the improvement to
CRM activities, and also make projections of how well the
business will do if it used that particular software long term.
Typically, free trial software versions are used to see whether
the software can assist in dealing with particular problems. In
the evaluation of CRM software, the challenge could be the
following. Improving sales pipeline predictability and
forecasting, improving sales force productivity, and sales
revenue (Sigala, 2018). Acquiring a history of conversations,
deals, leads, and contacts. Lastly, making the business more
organized and centralized. To observe whether the software
does what the provider says it does, there is the need to spend
effort and time to learn the new software tools even if it is just
a trial version. This is part of constructing the best business
case when it comes to CRM.
Mobile CRM

8. As there is rapid growth in mobile application adoption and as
businesses become increasingly flexible in their employee
working arrangements, CRM, previously utilized as a part of
traditional desktop applications, is becoming increasingly
mobile. Acquiring a mobile customer relationship management
strategy is becoming less optional and more of a necessity for
businesses. The usage of mobile devices and software is
growing rapidly and sales forces all over the world are
increasingly out in the field talking to and meeting with
potential customers. As such, there is a need for CRM
encapsulated in mobile applications. The mobile sales force and
mobile applications have come together to form mobile CRM.
This is a tool for customer relationship management, it is
designed for mobile devices such as tablets and smartphones,
both for android and iOS operating systems. Connecting through
mobile CRM allows sales forces to access customer information
and data through mobile CRM applications. This can also be
done through cloud CRM making this data available through a
web browser on mobile devices. Using mobile CRM can be very
beneficial as it allows a sales force to access real-time data in
the field while meeting and talking to potential customers. A
mobile CRM app could also increase usability. The sales force
would seldom need access to the entire functionality of CRM on
their mobile app in terms of the reporting and data that they
could access on a desktop. As such, businesses can commence
this transition through the provision of basic access that is
essential for use daily (Thakur, 2016). This could be
functionality for activities such as updating contact information,
scheduling meetings, and sending and writing emails. All in all,
mobile application forms of CRM could potentially lead to an
increase in the efficiency of customer relationship management
platforms.
Social Network Advertising
Social networking sites are best equipped with getting closer to
customers as they allow businesses to connect with customers

9. from any geographical location and at any time. This allows a
huge potential for the businesses in terms of the flexibility,
access, and closeness they can achieve in terms of advertising.
This means that the businesses can also build more meaningful
and personal relationships with customers and this could lead to
increased revenues. The increasingly connected the businesses
are with their customers, the more loyal the customer will be to
the business and its brand. Social media is a juggernaut in terms
of the various approaches businesses can have to advertise and
reach customers. Social media tools and applications such as
Hootsuite allow businesses to undertake one-on-one
communication, schedule posts, acquire customer analytics and
promote their businesses. This means that there are
opportunities for businesses to cross-sell and upsell their
products (Nyadzayo, 2016). If businesses give attention to the
sentiments of the consumers, then they can provide the needed
solution at the right time and in the right way, which would be
much easier to acquire through social media platforms.
The Conclusion

10. Referencence
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February 2, 2020, from
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