Customer Relationship Management Report
Added on - 22 Jul 2020
INTRODUCTIONCustomer relationship management is a method managing organisational relationshipwith its core customers. Its main aspect is that the system can assemble data from variouscommunication channels. This assignment will cover all the information related to CRM. Its keyaspects, benefits and impact. Further it will also lay emphasis on the loyalty schemes andcustomer service policy.TASK 11.1 Key aspects of CRM.Customer relationship management consider as approach that helps to manage interactionof the business with their potential and current customers. Following key aspect has beenconsidered in the enterprise:Collecting customer information: One and major key aspect of CRM is collection ofcustomer information. It assists to gather more relevant information to develop significantadvantages.System to store customer information: Furthermore, system to store customerinformation also assessed in key aspect of CRM that increase creativity at workplace.Access to information: CRM in the business develop with access to information to knowabout customer demand and requirements.Analysis of customer behaviour: In order to deal with customer behaviour, it is essentialto assess them so that effectiveness continuously develop to attain more creative results.Use of data to inform marketing: In order to inform marketing activities, it is essential touse data that increases systematic results at workplace.Customer services: Customer service is another key aspect of CRM that increase moresignificant results and performances at workplace. It develops creativity andperformances for business development.Quality system: Quality system consist assessment and measurement in system thatincreases effectiveness to deal with desired results in the enterprise.The main aim and aspect of the Customer Management Relationship is enhancing abilityto attract customers, distribution among various channels, efficiency in sales, improved pricing.Customer satisfaction is very essential for organisational profit and growth. Satisfied customers
will turn into loyal customers and it is very important for the sustainable development of theorganisation. CRM practices helps firm to grant customers order and requests on accurate time.1.2 Benefits of CRM practices.CRM practices considered following benefits in the business:CRM strategy considered more sales to develop profitability and effectiveness.It also helps in reinforce data security that assist to manage several functions in creativemanner.Mobile CRM develop more productivity in particular team to develop significantadvantages.CRM practices are very beneficial for the organisation it helps in maintaining sustainabledevelopment of the organisation and it also lay emphasis on its growth and development.Benefits of CRM practices are :Increase in rate of profitHelps in availing loyal customersAccuracyStabilityEfficiency and effectiveness in customers service.Multichannel distribution.1.3 Impact of quality system on CRM.Quality system consist following impact on CRM:TQM: TQM system consider principles for every staff member those are committed tomaintain high standard in CRM. It assists to develop more significant advantages insuccessful way and develop positive results.ISO:International organisation for standardisation (ISO) in an international standardwhich is setting body that composed as representatives from various national standards inthe enterprise.Balanced Scorecard: Balance scorecard consider important role in quality system onCRM. This is because, it includes internal performance measures, customer andmarketplace measures, human resource measures and financial measures.CRM consist widely implementation on development and retaining in customersatisfaction and loyalty.
It also implements profitability to attain more creative work performances.CRM also considered service processes to use structural modelling analysis.Quality management is very important for the organisational relationship. It is essentialfor the firm to maintain its standard level for implementing healthy customer relationshipmanagement. As competition is increasing day by day it is very important for the organisationsto maintain the quality of their products. Customer choose product on the basis of its quality.These days brands have war over the perspective of quality.2.1 Process necessary for effective CRM.Effective CRM based on following process:Creating customer culture: In respect to develop CRM, customer culture increasessuccessfully. It assists to develop more significant advantages which helps to operatefunctioning.Collection and processing customer information: Furthermore, customer informationalso collect and process which is important consideration for CRM. As a result, it assiststo develop creative measurement.Making system that based on customers: System must be considered on the basis ofcustomers. This is because, it assists to focus on the CRM development to operate moreeffective functioning.Supporting with effective IT and complaint procedure: Moreover, IT and complaintsprocedure also adopted that support in positive way. As a result, it increases effectivenessin CRM to promote process.CRM process is based on five steps :Portfolio analysis of customer.Customer familiarityDevelopment of the network.Development of value propositionLife cycle management of the customer.2.2 Role of internal staff in achieving effective CRM.In order to accomplish effective CRM, staff members possess several roles. They are asfollows: