Customer Relations Management
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The paper explains customer relations management (CRM) as a way of using software and the Internet to gather information about customer and consumer behavior that is then used to better manage and improve customer relationships. The paper looks at the Marriott hotel chain and the Duane Reade drug stores as examples of companies who successfully use CRM. The paper then points out that merely using CRM technology is not enough; the data must be used and deployed effectively.
From the Paper:"It is important to remember, however, that merely using CRM technology is not enough: the technology must be used and deployed effectively. There is a danger in simply using CRM, and then expecting the organizational changes to take care of themselves, and accumulate reams of data for data's sake. According to a recent survey of 1,500 consumers and 250 contact-centre managers across Europe, Oracle research found more than half were dissatisfied with the service they received from customer-service operations. "Common complaints" included long call wait times, "having to repeat queries to different people and receiving differing answers" for the same question. Quite often, even when there was a monitoring system in place, little follow-through was deployed to ensure that such problems were rectified, even for problems with relatively straightforward solutions. The perception might be that rectifying call-in service added little value to the organization and also a less consumer-friendly culture in many European nations, especially England. 40 percent of British respondents complained about the quality of call lines. Knowledge may be power, but when information is not used for improvement, CRM technology is only as powerful as the willingness of the organization to use it wisely."
Sample of Sources Used:
- Davis, Kit. "Marketing/CRM: Use the data." RIS News. May 1, 2001.December 2, 2008. http://www.risnews.com/ME2/dirmod.asp?sid=E2F9E0FBAE98430896F0B62A8F1C95B9&nm=&type=MultiPublishing&mod=PublishingTitles&mid=2E3DABA5396D4649BABC55BEADF2F8FD&tier=4&id=02B59FE6A6984C3FBA1A9325EBFB5A31
- Ferguson, Tim. "Poor CRM leaving customers dissatisfied." ZDNet. March 10, 2008. December 2, 2008. http://news.zdnet.co.uk/software/0,1000000121,39364675,00.htm
- Rosen, Cheryl. "Marriot uses CRM application to boost sales." Information Week. June 25, 2001.December 2, 2008.http://www.informationweek.com/news/showArticle.jhtml?articleID=6506964
- "What is CRM?" Whatis.com. December 2, 2008.http://searchcrm.techtarget.com/sDefinition/0,,sid11_gci213567,00.html
Cite this Term Paper:
Customer Relations Management (2010, October 24) Retrieved August 10, 2022, from https://www.academon.com/term-paper/customer-relations-management-145066/
"Customer Relations Management" 24 October 2010. Web. 10 August. 2022. <https://www.academon.com/term-paper/customer-relations-management-145066/>