Customer Relationship Management in firm

2 2CRM IMPLEMENTATION IN FIRMS CRM IMPLEMENTATION IN FIRMS Name of the Student Name of the University Author note Introduction 2 Rationale 2 Literature Review 3 Benefits of implementing CRM in firm 5 Disadvantage of implementing CRM 10 Self-analysis 10 Conclusion 11 References 12 Introduction Disadvantage Customer Relationship Management (CRM) have been referring to the strategy that have been widely in use by the different business organizations. This section helps in the understanding that is considered in the process that is helping in the proper

Running head: CRM IMPLEMENTATION IN FIRMS
CRM IMPLEMENTATION IN FIRMS
Name of the Student
Name of the University
Author note

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CRM IMPLEMENTATION IN FIRMS
Table of Contents
Introduction......................................................................................................................................2
Rationale..........................................................................................................................................2
Literature Review............................................................................................................................3
Benefits of implementing CRM in firm.......................................................................................5
Disadvantage of implementing CRM........................................................................................10
Self-analysis...................................................................................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

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Introduction
Customer Relationship Management (CRM) have been referring to the strategy that have
been widely in use by the different business organizations. The major usage of the technology is
to perform proper integration of system and technologies in a singular software module.
Recording as well as managing of the generated data set for proper management of interactions
that are ton be performed by the existent as well as potential clients (Almotairi 2017). The
research topic that have been chosen for completion of the research is to analyze the effect that
CRM have been imposing on the regular activities of the business. This essay discusses about the
Information management system topic that have been chosen i.e. Effect of CRM in business
management in this case. Proper discussion of the literature review is also made in the process.
Rationale
There is a huge need of performing research on the topic of effects that CRM
implementation in the operational process of firms. The technology of CRM have been highly
accepted globally. Hence the benefits that are enjoyed due to this implementation is worth
knowing. Another aspect that is considered in the process is that there are several research papers
that have been discussing about the benefits that are received due to the implementation of the
CRM. However, there are very few researches that helps in understanding of the probable issues
that might occur in the operational process due to the implementation of CRM. This research
paper will be discussing about both the positive and the negative aspect of CRM implementation
in a firm (Pohludka & Štverková 2019). Understanding the pros and cons of the implementation
system acts important and a balanced analysis is performed in this report.

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Literature Review
According to Dubey and Sangle (2019), the business process structure that is
implemented in the process ensures that the structure of the entire operational process is decided
by the CRM tool that is used by business organization. The entire process that is performed by
the CRM is strategic and process oriented. This implementation of CRM ensures that there is a
value creation for both the buyers and sellers. This have been enhancing the financial
performance of the firm. One of the major purpose of using CRM in firms is to gather data
regarding the key clients. Analysis of targeted audience and potential clients have been playing
important role in the process as well. Profitability and potential profitability have been one of the
major concern that is considered in the process. It have been observed that marketing functions
are highly dependent on maintaining of present relationship and strengthening of the same with
the existent, past and most importantly the potential clients. Analysis of the potential profit
making due to establishment of relationship is also performed by the CRM. CRM have been
becoming a critical aspect that has been that have been affecting the result of competitive market.
Recognition of efficient suppliers in the process is also considered in the process. It have been
seen that there have been a proper linkage in between CRM and supplier relationship
management. This have been providing a critical linkage in the supply chain process.
Again according to Bahri-Ammari and Soliman (2016), the main aim of implementing
CRM in the process is to analyze the joint profitability of both the client and the business
organization. The performance of the supplier chain is decided with the help of the profitability
of the individual client and the segment of clients. This is performed by increasing the market
value of the co-production market value. This is made with the help of joint process

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improvement method. The entire CRM process is divided in 2 major sections, namely the
strategic process and operational CRM process.
As per Dubey and Sangle (2019), in the strategic process, analysis of the market for
serving of the client segment and targets acts important. This section also helps in understanding
the positioning theme that has been differentiating the business from the other competitors. This
also helps in proper analysis of the channels that can be used for reaching the market.
Developing framework of the metrics have been another aspect that is to be considered in the
process. In the process of developing of framework metrics, the main aspect that is considered is
that relation of the customer impact that is imposed on the profitability of the business. CRM
also helps ion better targeting of the expenditure that can occur. This have been one of the major
aspect that is to be considered in the operational process. Usage of CRM helps in reduction in the
inventories. This ensures the fact that there have been proper assessment of the operational
process can be performed.
Again according to Bahri-Ammari and Soliman (2016), in the operational CRM process,
the main aspect that is considered is that proper segmentation of the customers. This section
ensures that there are few customers are present who have been providing sales to the
organization and identifying those acts important in the process. Another major aspect that is
considered in the process is that there have been preparation of the segmented management team.
Having a proper knowledge of the clients helps in proper development of the logistic and supply
chain aspect. Another issues that are to be considered in the process is that there is a requirement
of the reviewing of the accounts. Proper understanding of the priorities as per the market is
performed with the help of CRM.

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Benefits of implementing CRM in firm
According to Rahimi and Gunlu (2016), there are 8 major advantages that are present in
the CRM implementation process. The advantages are namely enhancing better customer
service. One if the major aspect that is considered in the process is that with the help of CRM
implementation a personal touch can be added and this is one of the prime reason that better
relationship can be maintained. With the help of CRM implementation in the working process,
treating each and every client in an individual manner gets easier. It have been seen that there
have been adding of exclusivity in the relation development process. This ensures that there have
been a better management of the existing client and proper development of the relationship
with the clients and the organization can be developed. With the help of CRM proper
maintaining of the repository on each of the customer profile can be maintained and this ensures
that exclusive services can be provided to the clients. Again in this section one of the most
important aspect that is to be considered is that the responsiveness of the entire communication
process can be increased. Customer agitation is decreased in this process and this ensures that
there is a development of loyalty of the existing clients which acts important for any business
organizations. Getting feedback from the process also ensures that there have been a proper
assessment of the business management. Hence wise the business organization is ought to have a
better understanding of the changes that are required for betterment of the product (Kumar &
Reinartz 2018). Another factor that benefits the business process is that the level of service that
is provided to the customers have been ensuring that there is a better competitiveness in the
operating process. Gaining a better understanding of the products that are liked by the existing
clients is also performed by CRM. This also helps ion bettering the relationship of the clients
with the business organization.

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Again according to Mukerjee, Prasad and Rao (2017), facilitating the discovery of new
clients have been another aspect that CRM have been providing different business organizations.
It have been seen that there have been collection of contact details. These details includes the
likes of customer email address. Phone numbers of the clients are also collected in the process.
Collecting information from email address and social media accounts are performed as well
(Bukhari & Kazi 2016). Analyzing the communication history is also made in the process. With
the help of the analyzing of the customer history, proper tracking of the interaction is performed
with the help of tracking emails, phone calls and hence wise performing online chats are
performed as well. Customer support tickets are also considered in the process of analyzing the
customer details. After gathering these data, the history of the client is tracked. This ensures that
the length of the customer relationship with other business organizations have been tracked. This
will be ensuring the fact that there have been proper assessing client behavior (Bukhari & Kazi
2016). This client behavior ensures that there will be a better understanding of the client
requirement. These aspects will be helpful in better analyzing of the marketing strategies. This
proposing of the newer marketing strategies ensures that reaching out to a vaster audience gets
easier. These are the major factors that ensures that there will be a better tracking and detecting
of potential clients. This have been another aspect that will be helping in analyzing the potent
clients and increase the audience base.
Donoghue, Hannola and Mikkola (2019) stated that increasing customer revenues have
been another effect that is to be considered as an effect that is imposed by CRM in different
business organizations. Implementation of the CRM have been ensuring that there is a proper
and effective coordination in the marketing campaigns. With help of CRM proper filtering of
data can be done. This ensures that there will be better targeting of the products. Hence wise it

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can be stated that proper analysis of the requirement of the targeted audience can be made. With
the help of CRM implementation, better assessment of the existing clients are made and hence
wise this ensures that the campaigns are made targeting the potential clients. This potential
clients have been ensuring the fact that there have been proper assessment of the business plan.
This processing of the business plan ensures that exclusiveness of the marketing campaign is
maintained (Pohludka & Štverková 2019). With the help of CRM, introduction of loyalty
programs can be performed as well. This helps in retaining higher number of customers. These
loyalty programs are arranged in a manner that ensures that there have been a better sectioning of
the audience base and revenue earned from the loyal clients will be ensuring the fact that there
have been a better processing of the revenue being earned. Again with the help of CRM
implementation the conflicts that are present are eliminated as proper communication in between
the business organization and clients are well established.
According to Agapitou, Bersimis and Georgakellos (2017), CRM gave also been
benefitting the sales team to close the deals in a faster rate. It have been seen that in case
responses are provided in a faster rate and the efficient response is provided, the customer
automatically has a good will. This good will ensures that selling of new products to be existing
clients gets easier. It have been observed that clients have been getting convinced in turning their
enquiries in purchases, once their queries are resolved in least time (Marques & Costa 2019).
With implemented CRM, it have been seen that there have been a huger decrease in the turn
around time in responsiveness. This drastic decrease in response time have been bettering the
communication process and this will ensure that there will be higher number of satisfied clients.
As per Sigala (2018), enhancing crossing and up selling of the product have also been
another benefit that is received due to the implementation of CRM in the business process. Cross

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sales is considered as an effective sales strategy. In this process, complementary products are
sold to clients who have already purchased products. Data of existing clients are well maintained
in this process. In this process, offering premium products to premium clients also takes place.
Hence wise deciding the stature of the client for the organization is also considered (Marques &
Costa 2019). This data analysis have been acting important in the operational process of the
business organization. Providing real time offers have been another aspect that is considered in
the operational process. This providing of offers ensures that there is a better retention of the
existing clients can be made. This ensures that there have been better assessment of the business
processing. Another aspect that is to be considered in the process is that the available data that
are present are provided (Jaber & Simkin 2017). This not only benefits the existing customer
retention process but also helps in acquiring new clients. This is one of the major reason that
there have been providing better sectioning of the business management. Anticipating of the
related purchases have been another aspect that is to be considered in the process. In this section,
it can be stated that with the help of CRM implementation this issue van be resolved. Apart from
providing real time offers to the clients, another aspect that is considered in the process is that
there is a performing of 2 types of sales at a go.
Ben, Udo and Abner (2019), stated that simplifying sales process have been yet another
major prospective that can be considered in the process. With the help of CRM implementation
the main aspect that is to be considered is that the behavior of the clients are well assessed and
this will be helping in proper understanding of the strategies that are to be used in the process. It
can be stated that better feedback from the customers can be received and this ensures that the
communication process gets better and employee retention gets easier.

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As per Farhan, Abed and Ellatif (2018), call center of the organization that uses CRM
gets facilitated as well. As CRM have been helping performing proper analysis of the data of the
track record of the organization, the main aspect that is considered in the process is that the
record of the clients are checked. In this process the main aspect that is considered in the process
is that the track record of the clients are checked in a proper manner. This ensures that
approaching the clients gets easier (Bai & Qin 2016). This approaching towards the clients
ensures that the client details have been recorded in a better manner. As CRM have been storing
and using the data that are gathered in the business management process, instant and real time
usage of data can be made.
San-Martín, Jiménez and López-Catalán (2016), also stated that CRM also ensures that
customer loyalty is properly maintained in a better manner. Generally the cost that is incurred in
maintaining the loyalty is much higher when there is no implementation of CRM in the business
process. It have been seen that when the future prospect of the projects are well described to the
clients there is a certain increase in loyalty of the clients towards the organization. In this
process, the main aspect that is considered in the process is that the loyal clients have been
making them feel better towards the research and development process of the business
organization.
According to Nasution and Rafiki (2018), CRM have been imposing a positive prospect
for the internal stakeholders as it develops the communication process for a better assessment.
Different department of the organization are capable of sharing information among each other.
This ensures the fact that there is a better management of the individual working of the
employees of the organization. The mobility of the entire business will be getting benefitted as

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the employees need not move from one place to another and this is the main reason that
flexibility in the working process will be increasing.
Again according to Abdi, Hamidizadeh and Gharache (2019), lastly optimized marketing
have been yet another prospect that is to be considered in the process. In this process, identifying
of the correct time for performing of marketing process have been considered. This consideration
ensures the fact that there is a better understanding of the lucrative customer group and hence
wise this will be providing higher profit to the business.
Disadvantage of implementing CRM
Dubey and Sangle (2019) stated that despite the benefits that are received due to
implementation of CRM in business organization there are certain issues that are detected in the
process as well. One of the major disadvantage that is present due to implementation of CRM is
the excess cost that is incurred during the installation period. This excess cost in the
incorporation of CRM process have been affecting the entire business process and the research
and development cost of different projects have been getting affected.
Cruz-Jesus, Pinheiro and Oliveira (2019) stated that chances of data breaching have been
yet another aspect that is to be considered in the process. It have been stated that data that are
stored in the CRM might be getting accessed by different unauthorized members. This is one of
the major aspect that is to be considered. Personal data of the clients might be accessed and
hence this ensures that there will be a massacre regarding data breaching.
Self-analysis
As per the data that have been collected it can be stated that there are a few issues that
might arise due to the implementation of the CRM in the operational process, however, the

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benefits that are received in the process have been much higher than the issues that are faced in
the process. This ensures that it is always beneficial to implement CRM technology in market
oriented business. Hence it can be stated that usage of CRM system have been acting beneficial
in the operational process.
Conclusion
From the above discussion, it can be concluded that CRM have been an integral
technology that is being globally used in the public platform. The benefits that are received due
to implementation of CRM in regular operational process ensures that the technology have been
gaining higher acceptance in the process. Hence it can be stated that CRM technology deserves
to be a topic that needs to be researched on. This researching process have been another aspect
that will be helping in bettering the internal communication and working process.

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References
Abdi, M. A., Hamidizadeh, M. R., & Gharache, M. (2019). EFFECTS OF E-CRM ON THE
SERVICE ATTRIBUTES AND QUALITY OF CUSTOMER-BANK RELATIONSHIP.
Agapitou, C., Bersimis, S., & Georgakellos, D. (2017). Appraisal of CRM implementation as
business strategy option in times of recession: The role of perceived value and
benefits. International Journal of Business Science & Applied Management
(IJBSAM), 12(2), 18-31.
arhan, M. S., Abed, A. H., & Ellatif, M. A. (2018Almotairi, M. A. (2017). CRM Implementation
in Saudi Banking Sector. International Business Research, 10(1), 107-115.
Bahri-Ammari, N., & Soliman, K. S. (2016). The effect of CRM implementation on
pharmaceutical industry’s profitability. Management Research Review.
Bai, F., & Qin, Y. (2016). The Implementation of Relationship Marketing and CRM: How to
Become a Customer-Focused Organization. Journal of Business & Economic
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Ben, E. U., Udo, E. S., & Abner, I. P. (2019). Customer Relationship Management Model: A
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Bukhari, A. N., & Kazi, R. (2016). CRM triggers effectiveness through Customer Selection
Orientation, Business Cycle Orientation, Cross-Functional Integration and Dual Value
Creation: Myth or Reality. Journal of Marketing Management, 4(1), 163-171.

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Bukhari, A. N., & Kazi, R. (2016). CRM triggers effectiveness through Customer Selection
Orientation, Business Cycle Orientation, Cross-Functional Integration and Dual Value
Creation: Myth or Reality. Journal of Marketing Management, 4(1), 163-171.
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Kumar, V., & Reinartz, W. (2018). CRM Issues in the Business-To-Business Context.
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