Customer Relationship Management in firm

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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CRM IMPLEMENTATION IN FIRMS
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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CRM IMPLEMENTATION IN FIRMS
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