Customer relationship management system

Running head: Managing information system
Customer relationship management system for Amazon
Name of Student
Name of the University
Author note

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Letter to the Sponsors
Mr. Steven Hatch
Senior Manager,
Amazon
2127 7th Ave. Seattle, WA 98109, US
Mr. Hatch,
Amazon is continuously enhancing its business and in recent days, the profitability and well-
settled business has given a sustainable market reputation to the organization. The
organization has always focused on delivering customer satisfactory products. The products
and services provided by the organization stays parallel to the recent innovations. The well-
established and strong brand name of this organization has collected numerous customer for
it. Therefore, implementation of an efficient Customer Relationship Management (CRM)
System that will be integrated with the current operating system of this organization will
boost the organizational functionalities. Not only enhancing the customer relationship, but
also the particular system will show a wider direction towards achievement of the strategic
and business goals of the organization.
In order to implement the CRM system effectively, a System Development Life Cycle
(SDLC) can be considered to be fruitful. It will encompasses different processes like
planning, analysing, designing of the system, development strategies, testing, implementation
plans, and post implementation plans. All these stages of the SDLC will help to form a
strategic alignment of CRM to with the business goals of the organization.

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After considering the business nature and necessity of the organization, a CRM software is
suggested. I look forward to your approval and sponsorship from you, so that I can
implement a CRM software in your organization.
Thanking you.
Kind Regards

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Table of Contents
1 Introduction........................................................................................................................5
2 Organizational overview....................................................................................................5
3 Analysis of internal and external environment..................................................................6
3.1 SWOT analysis............................................................................................................6
3.2 Porter’s five force model.............................................................................................7
3.3 Market trend and practices..........................................................................................9
3.3.1 Market trends.......................................................................................................9
3.3.2 Practices of Strategic Uses of IT in Amazon.......................................................9
4 Identification of problems and opportunities...................................................................10
4.1 Problems....................................................................................................................10
4.2 Opportunities.............................................................................................................10
5 System development lifecycle model...............................................................................11
5.1 Justification of the selected system...........................................................................11
5.1.1 Feasibility...........................................................................................................11
5.1.2 Advantages and disadvantages of alternative solutions and decision-making
process of selecting appropriate solution.........................................................................12
5.2 System Analysis and System Design........................................................................13
5.2.1 Collection of business requirements..................................................................13
5.2.2 Creating process diagram...................................................................................14
5.2.3 Designing of proposed system...........................................................................14
5.3 Development, testing and implementation................................................................14

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5.4 Post implementation activities...................................................................................15
5.5 Project management, change management and risk management............................15
6 Conclusion........................................................................................................................16
7 Reference..........................................................................................................................18

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1 Introduction
A Customer relationship management (CRM) can be explained as a technological
solution for managing the relationships as well as interactions of an organization with its
customers (Nykamp 2019). Having a clear goal of improving the business relationships, the
CRM system efficiently helps organizations to maintain connection with the customers,
streamlining the processes, and improving its profitability. Additionally, implementation of
CRM solution is beneficial for firms in focusing on delivering satisfactory business to the
customers, thus achieving the organizational goals and objectives (Trainor et al. 2014). This
research proposal is going to present one proposition Amazon for implementing of a new IT
system, which will help it in achieving its business goals and managing the customer
relationship with the organization. The selected IT solution that is CRM will be proposed by
the system development life cycle (SDLC).
2 Organizational overview
The American multinational company Amazon is currently providing e-commerce,
artificial intelligence, cloud computing and digital streaming business to its customers. This
organization is well-known establishing several industries by the mass scale and
technological innovation. In addition, it is identified as the AI assistance provider, largest
online market, and cloud computing provider or platform all over the world (Amazon.com.
2020). Amazon also found to be distributing downloads and streaming of different music,
video, as well as audiobooks in terms of Amazon Music, Amazon Prime Video, and the
Audible subsidiaries. Apart from that, this organization also has expanded towards publishing
by the Amazon Publishing, a television and film studio, named Amazon Studios, along with
the cloud computing provider named as Amazon Web Services.