Customer Relationship Management in Online Retail Business

Running head: CUSTOMER RELATIONSHIP
Customer relationship
Name of student
Name of University
Author note
Table of Contents

1CUSTOMER RELATIONSHIP
Part A...............................................................................................................................................3
Task 1...............................................................................................................................................3
Aspects of customer relationship management............................................................................3
Benefits of good customer relationship management..................................................................4
Impact of quality management systems on customer relationship management.........................5
Task 2...............................................................................................................................................6
Processes necessary for achieving effective CRM......................................................................6
Role of internal staff in achieving effective customer relations..................................................7
Role of external stakeholders in achieving effective customer relations.....................................8
Task 3...............................................................................................................................................8
Use of loyalty schemes to gain information about customers.....................................................8
Information gained is used to inform marketing and customer service policy............................9
Part B.............................................................................................................................................10
Task 1.............................................................................................................................................10
Review customer relationship management in Al Aqili Group.................................................10
Propose improvements to processes for CRM...........................................................................11
Improvements to the roles of staffs in promoting good customer relationships........................12
Task 4.............................................................................................................................................12
Stages involved in the implementation of CRM system............................................................12
Timeline for the stages involved................................................................................................13
Key roles and responsibilities for different tasks involved........................................................13
References......................................................................................................................................15
Part A

2CUSTOMER RELATIONSHIP
I have been working as a trainee customer services manager at a large online retail
business and it has shown significant growth and good revenue generation for the past few years.
The profit level has been increasing along with increased numbers of customers’ queries and
complaints regarding the products and services delivered. The Customer Experience Director has
focused on improving the customer relationship management processes and I have been assigned
with the role of managing the human resources properly during a Customer relationship
management or CRM project. It will be helpful for identifying the ways staffs can be managed
and enable changes embedded to the working practices for improving the CRM efficiency at the
retail business (Khodakarami and Chan 2014).
Task 1
Aspects of customer relationship management
The major aspects of customer relationship management or CRM are strategy, operations,
analytics and collaboration. The strategic aspect of CRM is based on the business orientation and
it has helped in developing an useful strategy, which can attract more customers and obtain the
highest value from the customers. The operational CRM enhances the efficiency of operations
and improves the operational areas of sales, campaign management, customers’ services delivery
and marketing procedures. The CRM analytics can allow the online retail business to enhance
the value creation, furthermore improve the effectiveness of making decisions in business. By
using the CRM, it will be easy to store, retrieve, integrate, extract and manage distribution of
customer relevant data and information accurately (Ramchandani and Ghias 2013). The
collaborative dimension of collaboration during the customer relationship management can assist
in overcoming the communication barriers, furthermore align the people, processes and

3CUSTOMER RELATIONSHIP
technologies to enhance the potential of employees and deliver the best organizational
performance.
At the online retail business, the SalesForce Automation is another important aspect of
CRM that has enabled forecasting, recording of sales and tracking the interactions of staffs with
the customers. It has also assisted in controlling the major elements including the lead
management, account management and forecasting the sales to understand whether the online
sales of products will be beneficial or not. It can also assist in management of contacts, business
activities and email management for interacting with the customers and obtain their views and
opinions (Armstrong et al. 2015).
Benefits of good customer relationship management
The growth of e-commerce and mobile shopping have created more scopes and
opportunities for the online retail businesses to expand business and at the same time, manage
easy accessibility to the products and services by the customers. The customer segmentation
becomes easy with the implementation of CRM. It will be convenient for the businesses to
provide personalized customers’ services to the customers and keep consistent communication
with them to understanding their needs and preferences properly too (Trainor et al. 2014).
The use of CRM systems can provide a detailed information about the appropriate actions
to be undertaken, furthermore allow the customers to gain the appropriate data and information
about the products and services delivered by the online retail business. The customized CRM
system is used at the online retail business to automate self service processes and save the time
and cost of managing the marketing approaches. It will also improve the workflow efficiency
and ensure maintenance of a centralized social media interaction. The e-commerce traffic will be