Customer Relationship Management

CUSTOMER RELATIONSHIP
MANAGEMENT

INTRODUCTION
Customer Relationship Management (CRM) is a solution or business strategy of
managing the needs and creating values for the potential customers of the organization.
(Nyadzayo & Khajehzadeh, 2016, PP. 263-265, P. 1- 10). The benefits of CRM is shown
below:

DIFFERENT CATEGORIES of CRM
• OPERATIONAL CRM: The Operational CRM drives the service and sales
representatives by making more effective and efficient methods to simplify the
work process. It allows an organization to visualise specifically on the automation
and improvement of business process by customer touching and customers
facing.
• ANALYTICAL CRM: The analysis is based on the electronic data of customer
information over broad range of purposes.
• COLLABORATIVE CRM: Without the involvement of any service and sales
representative the focus made over the direct communication with the customer.
• SALES INTELLIGENCE CRM: It has been designed as a more direct CRM
sales tool
CRM are of four types (Hadi,2015, P. 246, P 2.3 CRM
Architecture). The categories are listed below:

DIFFERENT VENDORS of CRM
VENDORS of CRM REVIEW over DEVELOPMENT
Salesforce MuleSoft is utilized as a Cloud integration tool.
Microsoft In order to cover team collaboration,
Enterprise Resource Planning for back
office integration and other content
related to Office 365 it has extended over
Dynamic 365
Oracle To provide a better customer experience
The Oracle Digital Assistant engaging the
merchants with them by using voice
command based conversational artificial
intelligence.
Genesys Telecommunication Laboratories More 500 customers services were provided in
the beginning of 2018
Adobe Took over Magneto for e-commerce and
Marketo for automation marketing
SAP Qualtrics is acquired for management
experience and survey