Customer Relationship Management

Running Head: CUSTOMER RELATIONSHIP MANAGEMENT 1
Customer Relationship Management
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CUSTOMER RELATIONSHIP MANAGEMENT 2
For this activity, I have chosen ‘Chapter 1” which is Introduction to Customer
Relationship Management with the topic being the purpose and benefits of CRM. By definition,
CRM is a strategy used by business organizations to manage their interactions and relations with
potential customers and customers. On the contrary, a CRM system is a tool that helps
organizations stay in touch with customers, improve profitability, and have processes
streamlined (Salesforce, 2018). Understanding the difference between CRM and CRM systems is
important because people confuse CRM systems to CRM. The difference is that while CRM is a
strategy, CRM system is a tool used in sales management, contact management, productivity,
among others. The goal of a CRM system is to have the relationships of a business improved
(Management, 2017).
Lessons to be Learnt
The study of CRM and CRM systems enables individuates to understand the essence of
customer relationships in business management. Worldwide, customers need assurance that they
matter be it online or in person. To ensure that the feeling is sustained, businesses need to a
relationship that is more personalized with the customers. To achieve such a relationship,
companies should use Customer Relationship Management tools. Instead of maintaining
customer information via paper files and spreadsheets, such Customer Relationship Management
tools will store data related to the customer including their buying routine and preferences. With
the tools, communication and a proper relationship will be maintained. However, in our case,
conferencing schedules should be made so that customers have time to converse with the
management. It is worth noting that customer’s way of communication should always be
preferable (Barrett, 2017).