Customer relationship management (CRM) is a business strategy that is aimed at maximizing the value of customers. It is upon businesses to value their customers through engaging them in to multiple services that show kindness and their value in the business. CRM may be defined by various elements that an organization may wish to employ in his or her business in favor of the customer. The organization should customers as the most valuable asset of the business (Khirallah, 2001). Extensive respect must be exposed to customers to ensure excellent relationship with the business.
In any organization, information handling is an extremely critical element to ensure proper running of a business. Although, a business may hold extensive information, the most critical form of information that the organization should never ignore is the customer’s information. This is excellent definition of CRM. It is this relationship that will equip an individual attached to the business since he or she will be shown his or her value in the business (Khirallah, 2001).
Also, CRM defines the quality of customers in a business. The exclusive information stored concerning customers is extremely fundamental for any organization hoping to keep an outstanding number of customers. Any organization would wish to deal with customers who are positive to the development of the organization. These are customers who are always in the bid of keeping the organization dynamic and are always up to the support of the organization (Anderson & Kerr, 2002). Information for such customers should be kept close to the management of an organization.
In proper CRM the information about customers should be backed up to reduce chances of losing any data in whichever case that may arise. Therefore, systems should be developed in organizations to ensure that data is arranged accordingly and there are no chances by which data may be lost to the wrong hands. It is upon the management to ensure that the data about customers is never lost despite the changes that may take place in the organization.
Proper CRM may not be achieved through regular execution of activities in an organization. There must be exclusive definition of roles in the organization. One of the ways through which this may take place is through division of an organization into departments. This would make information handling simpler than if it took place in one platform for the entire organization. Different departments require different information and there must be specific department which has been entrusted the information (Khirallah, 2001).
There are various customers who hold variant cultural values. Therefore, while dealing with different customers, it would be wise to consider that they are different and it is upon the management to respect the stand for different customers for the organization. This means that data is sensitive and it must be handled with the sensitivity it possesses (Anderson & Kerr, 2002). There must be exclusive respect for what customers may believe to be private and confidential.
Customer relationship management is a core element in excellent running of activities in an organization. It usually becomes sensitive when data handling is engaged. Customer’s data is an extremely critical element that deserves all respect and should be major priority for any organization. Systems must be developed from time to time to ensure the data is updated according and at no instance will the customer’s information be lost. Proper management for activities concerning customers may be accelerated by employment of departments, which will be entrusted specific data.
References
Anderson, K., & Kerr, C. (2002).Customer relationship management. New York: McGraw-Hill.
Khirallah, K. (2001). CRM Case Study: The Analytics That Power CRM at Royal Bank [of Canada]. The power of knowledge, 1(1), 1-11.
