Customer Relationship Management Analysis

This assignment delves into the concept of Customer Relationship Management (CRM), examining its history, theory, and practical applications. It explores how CRM has evolved from Enterprise Resource Planning (ERP) and highlights its impact on organizations by analyzing data collection, integration, and customer understanding. The assignment also discusses the potential challenges of CRM, including data privacy concerns, and considers its future in a rapidly changing business landscape.

Running head: CUSTOMER RELATIONSHIP MANAGEMENT
CUSTOMER RELATIONSHIP MANAGEMENT
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According to the article, the history and the theory of CRM stated that it is an important
phenomenon that is being undertaken by the organizations for adding a value to the customer
relations. It helps in retaining the brand loyalty among the consumers and thereby results to the
progress made by the organizations in their respective line of business. The article also addresses
the chief concept of the CRM, which is based on perfecting the relationship of the organization
with their respective consumers for adding up value over time. It helps the organizations in
making a note of the increasing requirements of the people and thereby brings in modifications
in their respective systems to retain their consumers.
The history of the evolution of the CRM dates back to the initiative that was undertaken
by the organizations based on improving the status of their enterprise through the application of
the Enterprise Resource Planning (ERP) in the year 1990. The concept has helped in undertaking
the considerable changes in the structure of the organizations based on the requirements of the
clients. The system has benefitted through the proper centralizing, standardizing and organizing
information for the benefits of the organization. Supported by new and advanced tools, the CRM
has enabled data management and the utilization of disparate sources of data work as in single
integrated database.
The field concerns and the data collection facilitated by the CRM is being introduced
through the article. Customer Data Integration (CDI) helps in the perfect functioning of the CRM
through the determination of the data based on the touch points of the customer information. It
integrates the data for the better understanding of the requirements of the consumers, which
helps the organizations in bringing in modifications based on the needs. the sales made by the
organizations are facilitated by the numerous ways in which the data of the customer can be
reviewed by the organization. The varied steps applied through the CDI, the organization

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understand the varied requirements of the people. The need for change that is being felt by the
organizations based on the change of the requirements of the consumers has helped the
organizations in making their progress in the market. it also helps in supplementing the
consumers with their queries based on the price and the products that is being provided by the
organization. Therefore, the proper functioning of the CRM is a necessity for the organizations
for bringing in the required change in their systems.
The article also takes steps to understand and determine the issues based on the utilization
of the CRM. CRM is an useful tool in determining the information about the consumers. It helps
the organizations in bringing in improvements in their respective systems based on the
requirements of the people. However, there are cases where the consumer information might get
compromised, to which the organizations are required to take steps based on the data safety and
privacy measures. It helps in retaining the trust of the consumers towards the brand or the
organization. The enhanced communication through the CRM helps the organizations in
identifying the requirements of the consumers and thereby brings in modifications to their
systems for reaching out to their consumers.
The article through its critical discussion on the effectiveness of the CRM has also stated
the future of the CRM and its sustenance in the market. The system related issues with the
implementation of the CRM has affected the growth of most of the companies recently.
Therefore, many companies feel unsafe with the usage of the CRM in their systems. On the other
hand, the implementation of the CRM has not only affected the growth of the companies in the
system related factors but also affected the revenues that are being created by the companies as a
whole. The question of the survival of the system is based on the principles of the organizations
and the objectives and goals of the companies.

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