This paper looks at how customer relationship management (CRM) systems can enhance a business.
Written in 2009; 1,229 words; 17 sources; APA; $ 41.95
Paper Summary:
The paper considers the viewpoint that customer relationship management (CRM) systems are too expensive to implement and cannot provide solutions to customer problems. The paper, however, focuses on companies who use CRM systems very effectively and discusses how CRM systems allow companies to anticipate customers' behaviors, implement technologies in the company ,and maintain good relationships between customers and suppliers. The paper is of the opinion that the CRM system can produce genuine value by meeting the requirements of the system and enhancing the relationships between consumers and vendors.
From the Paper:
"Each business organization depends on an understanding between customers and suppliers, which creates and maintains customer satisfaction. In addition, all business suppliers communicate with their customers in different ways using different technologies. This affects one company's ability to be more successful than another company. Web and computer technologies today enhance a company's ability to maintain customer satisfaction and develop good relationships with its customers to be effective in their businesses (Jessup & Valacich 2008, 329). Jessup and Valacich (2008, 329) define Customer Relationships Management (CRM) as the strategic plan of information, processes, procedures and technology to manage the customer's relationships with the suppliers. CRM can be classified into three main levels according to Buttle (2004, 4-5, 9): these are Strategic CRM, Operational CRM and Analytical CRM."
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