Customer Relations Management (CRM)
Introduction
Companies are graduallygetting convoluted in customer relationship management. Undeniably, customer relations management is in-built when companies initiated to focus on the behaviors and the needs of their customers to increase their transactions (Goldenberg, 2000).
Customer relations management can be beheld only as an information technology support with instrument incorporation in the prevailing IS or it can be supposed that Customer Relations Management as an imperative part of the complete business strategy (Goldernberg, 2000).
Customer relations management is the most resourceful method of maintaining customer relationships. Therefore customer relations management can be referred to as a business approach that can be implemented successfully through suitable business processes and through the adoption of information technology by a corporation or a company. The influence of customer relations management in any commercial undertaking cannot be wished away because it plays a big role in the success of any given company (Buttle, 2009).
The select of a customer relations management program and its proficienciesgoverns its attainment. Every trade that makes an investment on a certain project hopes to make a profit from the said project. Establishments all over the world part with massive funds to procure state of the art customer relations management programs and there has to be a way to decide their realization and its worth to the trade for success to be realized (Goldenberg, 2000).
This paper seeks to determine this by answering these two questions:Does the choice of a customer relations management program play a role to better the business performance based on measures set by management? What better-quality structural capabilities are important to build up and maintain a superior customer relations management program?
There are various prospective users of the findings of this research paper. Information technology experts and researchers would want to know the extent to which the programs they have developed have succeeded and if there is need to improve on them. The marketing department plays a huge role in attracting customers to a given business, they are the one to create awareness of a business. Therefore it would be in their interest to know how the programs adopted to retain customers are favoring. Others like the finance department and executive management would be interested in knowing how their investment is doing, both in the short and long run.
Customer Relations Management can function as a multitasking technology that empowerscompanies to capitalize on their dealings with their clients and the revenues of the firm. Customer Relations Management is an information industry term methodologies, software and usually Internet capabilities that help enterprises, manage clientrelations in asystematizedtechnique that can be remote or web based(Goldenberg, 2000).
Forms of CRM
Understanding customers and their behavior is the universal goal of a Customer Relations Managementstandpoint but it occursin different ways and phases. There are various types of Customer Relations Management operational; which are collaborative and analytical (META GROUP, 2001).
I will seek to elucidate on the connections between the Customer Relationship Management policyembraced by a company or corporation, the technological arrangement and itseffect on the structural performance. Every trade that makes an investment on a certain project hopes to make a profit from the said project. Establishments all over the world part with massive funds to procure state of the art customer relations management programs and there has to be a way to decide their realization and its worth to the trade for success to be realized.
References
Buttle, F. (2004).Customer Relationship Management: Concept and Tools. Oxford: Elsevier.
Goldenberg, B. (2000).What is CRM? What is an e-customer? Why you need them now? Proceedings of DCI Customer Relationship Management Conference, Boston: MA.
META Group. (2001).Integration: Critical Issues for Implementing of CRM Solutions. META Group.
