Current Flaws in Data Management System
Question:
Discuss About The Benefits Using Crm Organizational Process?
Businesses are more or less the same as it used to be in past; however, the way of looking into different factors like customer satisfaction and the business strategies have now changed. In fact, customer satisfaction and the relevant business level strategies have now become key factors which help to attain a much-needed competitive advantage in the marketing. Customer satisfaction, as discussed, is a central point of attraction for contemporary companies; however, very few of such companies have the required solution to understand exactly and also satisfying the needs of customers (Navimipour & Soltani, 2016).
Those few companies use a different set of technological and strategic solutions to fulfill their core objectives to meet the customer needs. One of such technologies is the CRM (customer relationship management) which allows business to manage its internal communication and also the maintenance of data of different operational activities & the customer related information (Hassan et al., 2015). Useful customer data in nowadays is viewed as an effective strategy that helps business to plan according to the customers’ preferences. Nevertheless, the customer with such strategy gets a much-improved product or a service (Hassan et al., 2015).
This assignment is purposefully aimed at highlighting the benefits of using CRM in the selected case departments such as Division A and Division B. ‘Division A’ is the operation division and ‘Division B’ is the engineering division in the case study organization.
The study is based on a hypothetical company which has struggled to maintain a flourishing communication between its two divisions, the division ‘A’ and the division ‘B’. They currently communicate by means of emails which is a good and an official way of establishing the internal communication. However, they find it difficult to manage the database and allocate engineering jobs accordingly. Data can be attached and also transferred to other departments but, it does not provide an easy-to-use interface using which workable data can be created. To access the important data, relevant emails will be checked which is very complicated and time-consuming also (Chang, Wong & Fang, 2014). This simply means the case study organization has not been able to manage the internal communication between the operation and the engineering division which is necessary to effectively manage the engineering jobs. Hence, such flaws may also hamper the customer service standard (Chang, Wong & Fang, 2014).
The current data management system which is just a mailing system does not provide the company to manage the workflow and a competent data collection. Additionally, they also struggle to manage the job logging records (Yadav & Singh, 2014). This has compelled the management to think of CRM as they believe that the system can help the operations division to effectively control the engineering jobs by communicating with the department and restoring the data for future reference. Nevertheless, CRM (customer relationship management) is a one point solution to such issues and is able to provide a platform where operation team can be able to allocate a different set of jobs to most appropriate professional.
CRM – A Solution to Data Management and Communication Flaws
CRM (customer relationship management) is a software platform that is being designed to support multi-tasks with an easy and defined access to a number of authorized users (Basit et al., 2017). There are employers largely the SMEs that have little idea on what CRM can provide to them. They might have faced the operation related difficulties but, have not thought of implementing the CRM software may be they had no idea of it or they cannot afford it. However, there are varieties of CRM and those employers can peak a one of their requirement. Nevertheless, a onetime investment on purchasing the software and further cost on implementation, training, and maintenance in return can provide a much more to its bearer.
It also offers the cloud facility which further speaks of its brilliance. Users by being at the different places will be able to access the different data that are being stored in the CRM. Such data could be related to like the engineering jobs, coordinating with the engineering team, allocating the task, checking the previous data to identify the correct skill set and much more (Maecker, Barrot & Becker, 2016). These are a few of such data which are essential to control the operational practices and enhance the customer service standard (Maecker, Barrot & Becker, 2016).
The cloud service is like the different social sites such as Facebook and Twitter which different people across the globe can access to. In a similar way but with different orientations, CRM provides the very same facility to its authorized users in the form of cloud service (Kumar, 2015). Cloud service can really help to enhance the business experience in companies as such the case study organization. It enables to design a network where desired business domains can be integrated, so that, it becomes accessible through cloud system. Moreover, important data could be accessed by even being at the different places across the globe (Kumar, 2015).
This is just one of the benefits of CRM; however, it offers more of such other benefits that are very critical to success. One of such domains is customer service which is without any doubt is the core target of reputed organizations across the globe. In fact, every single employer be it an SME, they all focus on providing a high standard customer service. The reason is very evident as an improved customer service is a resource to enhanced business (Mullins et al., 2014). To fulfil the needs of both the new and existing customers, it is necessary that the specific company have a good measure of operations. This is where CRM (customer relationship management) becomes a necessity as it can effectively help to coordinate with other departments like in the case study company. The case study company can be able to maintain an effective coordination with the engineering department and also collect data for future reference (Mullins et al., 2014).
CRM (customer relationship management) fulfils such needs by allowing the storage of relevant data of different sets of business domains like sales & marketing, human resource, engineering and others (Erdil & Öztürk, 2016). It is important that internal operations are effectively managed and tracked also. Like in the case company, there is a need to maintain a database that covers the various skills sets of the engineering department and also includes other activities like the logging activities. If such things can be done then task could be allocated to appropriate skill set. Moreover, their logging activities could also be tracked (Elena, 2016).
How CRM Can Enhance Organizational Processes
The case study organization has struggled to manage an efficient workflow and also do not have effective strategies to manage internal communication between the division A and division B. It is important for the case organization that it considers the implementation of CRM. It is also important that they are careful while selecting appropriate CRM software. Such considerations are necessary for a maximum benefit and avoiding any sort of challenge at the time of implementation process (Ku, 2014). It is advisable that the case company considers the following factors, so that, there are no challenges at the time of implementation (Ku, 2014):
CRM review and selection- There are ample numbers of CRM software in the market; however, all software cannot be the needs of the case company. Hence, a measurable approach at the time of making the selection is required.
Project supervision and communication- The implementation process takes a long time which is why it is important to manage the project with effective work plans. Moreover, every team member needs to have effective coordination with the project manager. It is also important to allocate a certain deadline and planning the procedures accordingly.
Software licensing and trader contracting- Vendor contracting is important to avoid any unexpected circumstances like unwanted expenses on services. Moreover, different post sales activities like setup process support & services on the CRM and others need to be discussed with the respective vendor. Licensing is another important part which prevents the organization from unexpected legal allegations. Things like what to do or what not, need to be discussed prior to the implementation of the CRM system.
Customization- CRM needs to be customized based on organizational needs. This is so because some organization just needs the basic set up; however; some may not as they might be requiring some other stuff to be done with the CRM.
Data relocation- This is also very critical to a successful implementation of the CRM system. Many organizations may wish to relocate the data stored in older systems to move to the CRM. In such circumstances, it is important to analyze the data need to be relocated to the CRM.
Training- This is indeed very important to avoid post-implementation challenges. Post implementation, there may be the needs of professionals who are well versed with the CRM and its related elements. Trained professionals may be able to identify if there is any failure in the CRM system, so that, they could capture the downtime and avoid unnecessary payment to its vendor.
The existing organizational communication is confined just to the mailing system with no specific concentration on the database management. Staffs logging activities do not also have any specific managing resource. Such flaws could be effectively mitigated if CRM (customer relationship management) is being implemented to the operation. CRM allows a sound database management which the authorized users can access by even being at any place in the world.
There is expected an effective communication between the operation and the engineering departments. Moreover, operation team can now manage the logging activities of the engineering department. They can also allocate engineering related task to the correct skill set in the engineering department. Data management can be more efficient and hence, such data will assist the company in different works like recruiting engineering professionals, screening them based on the database and allocating every staff to the correct set of data (Maecker, Barrot & Becker, 2016).
The Cloud Facility and its Benefits
Following is the list of current benefits that the case study organization may attain after implementing the CRM system (Ascarza et al., 2017):
Improved internal communication- The internal communication will expectedly improve. The operation team will now be able to have an effective control of the engineering department. The operation team can now monitor the task allocation, previous performances and current improvement on the CRM system. Moreover, task allocation, tracking of logging activities and setting of the set of skills for engineering staffs for future will also be possible.
Improved workflow- Post implementation workflow will be automated which means task allocation, recording of jobs, sending of e-mails with updated fields will all be possible.
Improved customer service- Customer service will also improve as two important divisions of the case company, the operation and the engineering departments will have effective internal communication between them. This will facilitate an effective monitoring of task allocation, logging activities and other activities of engineering jobs. Such data could be collected and stored on the CRM system and hence, effective strategies could be planned to further the progress of engineering department. The improved engineering department will positively impact the operations and hence, customer service standard will be better.
Enhanced revenues- An enhanced customer service will also positively impact the total revenues.
Improved job advertisement- The collected data of engineering department will help to improve the advertisement capability. The case company will be able to use the stored data for job designing. The human resource management (HRM) will be able to screen the applicants based on the stored data and hence, selected candidates will be shortlisted.
The company will also be able to get some other benefits in future. They may be able to integrate the CRM with Data Analytics and Big Data. Big Data is expected to be the future drivers of CRM. Social media will also be integrated with the future CRM with the help of Web 2.0 as being incorporated into the CRM resolutions (Navimipour & Soltani, 2016). The future will also witness the prevalence of eCRM which will facilitate an Electronic Data Interchange. Moreover, then data would be electronically transmitted to different places. This means the operation department of the case company will have enhanced control on the engineering department. Communication will be possible by even being at distant places. Hence, operation department will have elevated control on the engineering division (Navimipour & Soltani, 2016).
Conclusion:
To conclude, this can be assumed that the case organization may have several benefits of implementing the CRM system. The two divisions such as the operation and the engineering division have struggled to communicate and did not either have a workflow. Now, the operation division will be able to monitor the job-related activities of engineering division. This will improve the performance of engineering department. Hence, the overall performance will improve and hence, the customer service. The logging activities were also not being identifiable. Such flaws had needed a solution which does not only provide support to the identified activities but, also a better business experience, so that, customer service standard could be improved. CRM (customer relationship management) is a one point solution to all their identified and potential future needs. However, careful measures are required while selecting the CRM software, implementing the software and monitoring of CRM, so that, unnecessary expenses like paying for downtime as well could be mitigated
References:
Ascarza, E., Ebbes, P., Netzer, O., & Danielson, M. (2017). Beyond the Target Customer: Social Effects of Customer Relationship Management Campaigns. Journal of Marketing Research, 54(3), 347-363.
Basit, A., Tahir, A., Khan, M. M., & Latif, M. I. (2017). Tacit Knowledge Augmented Customer Relationship Management Systems: An Empirical Investigation. Pakistan Journal of Commerce and Social Sciences, 11(3), 1005-1026.
Chang, H. H., Wong, K. H., & Fang, P. W. (2014). The effects of customer relationship management relational information processes on customer-based performance. Decision Support Systems, 66, 146-159.
Elena, C. A. (2016). Social Media–A strategy in developing customer relationship management. Procedia Economics and Finance, 39, 785-790.
Erdil, A., & Öztürk, A. (2016). Improvement A Quality Oriented Model for Customer Relationship Management: A Case Study for Shipment Industry in Turkey. Procedia-Social and Behavioral Sciences, 229, 346-353.
Hassan, R. S., Nawaz, A., Lashari, M. N., & Zafar, F. (2015). Effect of customer relationship management on customer satisfaction. Procedia Economics and Finance, 23, 563-567.
Ku, E. C. (2014). Functional integration and systems implementation of customer relationship management in hotel industry: a multilevel analysis. International Journal of Information Technology & Decision Making, 13(01), 175-196.
Kumar, V. (2015). Customer relationship management (CRM) in services companies. International Research journal of Management Sociology & Humanities, 6, 521-525.
Maecker, O., Barrot, C., & Becker, J. U. (2016). The effect of social media interactions on customer relationship management. Business Research, 9(1), 133-155.
Mullins, R. R., Ahearne, M., Lam, S. K., Hall, Z. R., & Boichuk, J. P. (2014). Know your customer: How salesperson perceptions of customer relationship quality form and influence account profitability. Journal of Marketing, 78(6), 38-58.
Navimipour, N. J., & Soltani, Z. (2016). The impact of cost, technology acceptance and employees’ satisfaction on the effectiveness of the electronic customer relationship management systems. Computers in Human Behavior, 55, 1052-1066.
Yadav, B. K., & Singh, A. (2014). Analyzing the Influence of Customer Relationship Management on Firm Performance: A Study of Hotel Industry in India. International Journal of Customer Relationship Marketing and Management (IJCRMM), 5(3), 69-97.
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