| Customer Relationship Management
| December 2012 – February 2013
| (Customer Relationship Management records the feedback of the client. )
Background and Motivation
What is the setting and history behind this project?
Customer Relationship Management concerns the relationship between the organization and its customers. Customers are the lifeblood of any organization be it a global corporation with thousands of employees and a multi-billion turnover, or a sole trader with a handful of regular customers. Customer Relationship Management is the same in principle for these two examples - it is the scope of CRM which can vary drastically. CRM, or Customer Relationship Management, is a way for businesses to find potential customers. While the first iterations of CRM were used in the 1980s, it wasn't until the 2000s that it really began to shine. CRM software helps businesses identify and categorize existing customers. This allows them to see the specific demographics their products appeal to, in turn allowing them to market their products more effectively.
What is the problem to be addressed?
Many organizations are considering introducing CRM systems or are in the process of doing so. The main concern of these organizations is their ability to make the necessary changes at the level of organizational strategy that the introduction of the CRM system requires. Organizations are also concerned about damaging their existing customer care system. Their fears are based on past failures in their own or in other organizations.
What are some current approaches to this problem?
1. The users don't use the CRM system
My personal view is that most people do not come to work to fight the system. If users are rejecting the CRM system then we need to try to understand the reasons. In most cases this can be traced to a lack of management support for CRM. If users feel that their...
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