(pdf) Customer Relationship Management

Customer Relationship Management 1
CUSTOMER RELATIONSHIP MANAGEMENT
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RECOMMENDED STRATEGY FOR OF THE CUSTOMER LIFECYCLE
Customer Relationship Management (CRM) is the process that involves many people in
an organization.This technology is used to manage the company’s relationship with its potential
customers and further help retain the existing ones. However, its primary goal is to make
relationships between customers and the company better.In this case, when the organization has
the intention to communicate with its customers, the process will include many people within the
company by the use of different methods. The company communicates to its customers with the
aim of increasing its sales. Any person with a cautious mind will admit that communication is
necessary for Customer Relationship Management (CRM). The purpose of this paper is to point
out a robust set of recommendations which considers the whole customer lifecycle in-depth and
demonstrate a detailed awareness of the challenges associated with marketing automation as
illustrated below.
Customer lifecycle is a technique that should be used to assess environmental impacts
involved in all the stages of manufacturing from the extraction of raw materials. The cycle
should be used by EMT to evaluate the behavior of recruiting new customers for marketing. The
sales team should find an appropriate way of acquiring customers and feeding their data into
CRM software (Nisar and Prabhakar, 2018, pp 20). The employees should be able to convince
their customer to join the cycle. In most cases, the company should categorize their companies
depending on their purchasing power. Customer lifecycle is essential when it comes to the
marketing of heterogeneous products.The recommendes strategies for the customer lifecyle
includes acquisition, development and retention.

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Acquisition
There are different channels that help employees to persuade their potential customers.
Ultimately, the method relies on the trial and error method especially when the employee has no
idea about the target market (Mutalib et al., 2018, pp535). The channel should provide what you
require which is a high volume of the customer from the existing market. The final thing is to
acquire more customers as far as marketing is concerned. Priory mentioned the channel should
test the market for a specific good and service. EMT should discover new opportunities for the
development of an existing channel that you are convinced (Johanson and Mattsson, 2015, pp
117). Therefore, it will create a chance of new ideas within channels that you have never utilized.
Development
Most organizations have no structured process for locating their customers and intended
market. The Customer Development model is designed to help organizations to discover the new
markets with the customers. The developed model will ensure that there is discipline in the
process of finding customers. The advantage of the development model is that it is strict but is
not limited to specific industries (Gavgani et al., 2015). Additionally, it accommodates any team
developing a new product in the market. The development model helps the most organization to
know their customers without wasting time. Not only does the model brings the teams where
they want to go regarding developments, but also it helps to improve the chances of success for
the business.

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Retention
Keeping your VIP customers is one of the best methods of retaining customers in their
lifecycle. The most obvious method of customer retention is to prevent the customer from
leaving or stop buying products from your organization. Consequently, targeting clients with
special offers will also avail customer retention in an organization (Fidel et al., 2015, pp 1426).
The company should identify a customer who has interest in some products which they have not
yet purchased in CRM software. Rewarding the most profitable customer is the method used by
some organization to retain their customers. The data gathered in the CRM software will be able
to point out the most profitable customer. The sales team should have time with the customers
basing on the CRM software (Ascarza et al., 2017, pp 350).W ith visibility and quick access to
information.its easiry to bring forth and incrase productivity.On is in a position to to see how
customers have been communicated with what they have bought, what they have bought, whn
they last purchased,what they paid, and so much more.It doesn’t matter the size of the company
CRM will help drive business growth and especially the small businesses where there is often
need to achieve means to do more with less.
Marketing automation strategy recommendation
The company communicates to its customers with the aim of increasing its sales. Any
person with a cautious mind will admit that communication is necessary for Customer
Relationship Management (CRM). The communication should be well managed by the
marketing department by installing the CRM software. The software allows the company to link
with both the existing and potential customers in the organization. Its important to mention, most

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organizations enjoy more extensive market coverage due to improved profit margins.
Additionally, the software will enable the employees in the marketing department to have
relevant information about customers and gives them a chance to interact with the customers at
their convenient time (Armstrong et al.,s 2015).Therefore, CRM would be an essential tool in
marketing automation at EMT. In simple terms good service,support,quality and sales are what
majorly CRM stands for. A CRM tool enables the organization or company to store customer
information, identify sales opportunities, record service issues and further manage marketing
campaigns all in one central location.
An active sales team can generate a lot of data from customers through talking to them,
meeting prospects, and finding out valuable information.All this data is often stored in note
books, laptops or even in the head.This information can be lost and even further not followed up
promptly.Its important to note that in this case its not only the sals and marketing team who
looses but the whole company in general.Without a common platform for the customers
interactions,feedback and communication a lot is lost in between and thus slow and unsatisfying
service.
There are various areas in which EMT can interact with their customers. To begin, the
front Office Contacts involve a direct connection of employees with that of customers in the
form of emails and phone calls. Back Office Operations is whereby the employees interact with
the suppliers of the organization to facilitate the front office. Alternatively, business contacts
enable the EMT employees to interact with both the customers and the suppliers through trade
and networking. Customer Relationship Management comprises of three key elements that EMT
cannot sublime at any given cost (Xu and Gursoy, 2015, pp 239). These elements include
customer service, sales force automation,and campaign management. Customer service at EMT

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will represent the front office whose role is to interact with the customers. The customer care
allows the organization to sell their product to the potential customers. More so, each interaction
is recorded and stored in the CRM software for retrieval purpose by other employees in the
organization. Sales force automation is responsible for looking for sales opportunities for the
customers. The sales force automation of CRM software allows the salespeople to record the
details for each customer for follow up purposes. The employees are updated with the recent
information of each customer. Employees can interact with the customers outside the sales team.
Campaign management helps the organization to win the new market. In this case, the sales team
targets a particular group of customers basing on their caliber. The targeted customers are given
offers or special prices to entice them. CRM software is necessary for recording the customers
detain for the purpose of analysis of the campaigns. CRM collects account information of every
customer and web registration data.
The CRM system can be implemented by developing the customer area of focus before
considering the appropriate technology to be applied. More so, the CRM software should be
broken down into a manageable system (Romano and Fjermestad, 2015, pp 22). The CRM
should contain a plan with a manageable architectural scale. The employees should be cautious
with the kind of data they collect because useless data will waste their time. The CRM has an
advantage of providing a more accurate customer care service as compared to other methods.
The system has the benefit of discovering new customers and increasing their revenue. On the
other hand, the system can help the sales team to be more fast and accurate (Pollard et al., 2016,
p 101). Some of the disadvantages of CRM are recorded loss and the expenses involved in the
training of the company employees. Additionally, CRM poses a problem since it requires
continuous maintenance.

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Conclusion
In conclusion,the CRM software will allow EMT to link with both the existing and
potential customers in the organization. Furthermore, we have associated the extensiveness of
Customer Relationship Management to the increase in sales and further in profits. Most
organizations enjoy more extensive market coverage due to improved profit margins. In this
case, it is recommended that the CRM software will enable the employees of the marketing
department have relevant information about customers and gives them a chance to interact with
the customers at their convenient time. Therefore, CRM is an important tool of marketing
automation at the EMT and should not be sublimed at any given cost.

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