Customer Relationship Management: Benefits, Implementation and Oracle CRM Software

This paper discusses the benefits of Customer Relationship Management (CRM) software, its implementation process, and the features of Oracle CRM software. It explains how CRM can help organisations increase productivity and sales. The paper also includes a SWOT analysis and SDLC phases that must be followed for successful implementation. Subject: CRM, Course Code: NA, Course Name: NA, College/University: NA

Running head: CUSTOMER RELATIONSHIP MANAGEMENT
Customer Relationship Management
Name of the Student
Name of the University
Author note

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To,
Rachael Carlile,
Sponcer Manager
This letter is written to you in order to bring you attention about the implementation
of CRM software that is the Customer Relationship Management Software in the organisation
in order to increase the productivity and the sales of the organisation. Further it is also needed
to implement a ERP system that is the Enterprise Resource Planning, for the betterment of the
organisation. Implementing these software help the organisation in proper acknowledging of
the customers and solve the problems of the customers in a better manner. This software uses
the modern technology of the database for the storing of the data.
Some of the major advantages that will come are:
 Employees will have better options to solve the problems of the customers.
 Managers of the organisation will have more control over the regular activity
of the staff,
 Will increase the problem solving ability.
Thus is becomes easier for the employees who are working with us to easily solve the
problems of the customers. Attached with this file is that what is the CRM and the ERP
software is, details about the program. The proposed software is the Oracle CRM Software
and details how it can help the organisation in earning more profits in terms of sale and
management. This paper also includes the steps how to properly implement the concept of the
software and how and what are the major benefits of these. Hope that you will help the

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organisation to implement the software so that we can move on to implement the software in
the organisation.
Table of Contents
Introduction....................................................................................................................5
CRM software................................................................................................................6
Implementing CRM...................................................................................................7
CRM with ERP..........................................................................................................9
Types of CRM..........................................................................................................10
Disadvantages of using the CRM system:...............................................................11
Conclusion....................................................................................................................12
References....................................................................................................................13

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Executive Summery
The Customer relationship management software is one of the most used and most important
software that is used by the organization for providing better support to the customers of the
organisation. This is one of the major application software that is been developed and used by
most of the customer based organisation in the day to day work. These application helps the
employees of the organisation to take calls of the customers, solve the problems of the
customer in real time. Further it helps the organisation is maintaining a proper data sets for
the customers as well as the employees of the organisation. Further it can help the
management to enhance proper security of the customers. This paper consists of the details
about the CRM software Oracle CRM and how it can help the organization in developing the
business further. Also it contains proper details about the steps for the implementation
process of the CRM. Further details about how it can help in developing further with the
merge up with the ERP software. Also the use of the amalgamation of both the software can
reduce the amount of the work reduce the errors of the system which an individual system
may have.

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Introduction:
The customer relationship management can be defined as a concept which helps an
organisation in maintain a central information system about the customers of the
organisation. It covers all the things that are relate to the sales, marketing, finance, service
and other vital sectors that an organisation is responsible for maintaining about its customers.
The CRM software not only helps the organization in properly maintaining the details of the
customers but also helps the organisation in maintaining proper security and safety of
information’s (Anshari et al. 2015). The Customer relationship management software that is
been discussed here is the Oracle CRM which is one of the most used and most advanced
software that has ever been developed. Oracle be0ing one of the most leading technology
product based organisation have a huge experience in making some of the most advanced
software in the market. Hence it can be well understood that the CRM software that is made
by the organisation is one of the mast secured advance software in the field. One of the major
features that this software is having are Social CRM, Customer data integration, Quote and
order capture, Partner relationship management, Business Intelligence applications, Price
Management CRM., gadgets and eBilling Integration (Badwan et al. 2017). These are some
of the salient features that are present in the Oracle CRM.
This paper focuses on how the TELSTRA organisation can implement this software
for the purpose of the day to day use, how it can better impellent the software as that the
customers and the employees of the organisation gets a better use the software (Chang, Wong
and Fang, 2014). The paper also focuses on the features of the Oracle CRM how the use of
the software can help the organisation to enhance the features and relationship with the
current customers and attract more customers in future.

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CRM software
The CRM software that is used by the Telstra is one of the most advanced and most
used software in the world. With the use of this software the organisation is able to do a lot of
tasks from one centralised system. There are many regular day to day work that the
organisation can do only by using this one software (Chen and Popovich 2013). As of the
Service department of the software, the CRM software help in reading and sending Emails
that are related to the customers and the staff of the organisation. Other than this the quarries
related to the service conversation can be easily solved with the proper use of the software.
The software is able to register complains from the customers and resolving them. All these
can be done using a single channel and the employees just have to properly know the use of
the software (Christopher, Payne and Ballantyne 2013). AS of the sales department the
software is very useful in maintaining the proper database of the names and the addresses of
the customers may be it for the customers using the mobile service of the organisation or the
internet connections. Other than this the software can help in accessing new projects and
delivery system of the sales. The major use of the software comes from the marketing
department of the organisation as some of the major things that are related to the marketing
department like the telephone conversation with the new customers. Letters in the format of
the emails can also send using the software. Creating To do lists is one of the other major
feature that the organisation marketing team can use (Garrido-Moreno 2015). Creating a
sales forecast report is one of the other major feature of the software that can help the
marketing team while using the CRM software of the Oracle. Other than this the use of this
software is also very helpful for the Finance department of the organisation. With the use of
the software the finance team can not only just track the financial matters of the customers
but also of the employees of the organisation.

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This software is one of the major tool for the employees of the finance department as
it can use the feature of the auto calculating, auto generation of the bills in a calendar year.
Keeping records of the salary paid to the employees, keeping track of spends and income
have never been easier without using the CRM software (Goetsch and Davis 2014). Thus
making all the aspect of an organisation bringing in one single place. This makes it easier for
the management of the organisation for better keeping up with every minute details of the
organisation. One of the other major feature of this software is that not all the features are
open for all the departments (Zou et al. 2014). That is the things that are done by the
marketing team cannot be seen or over raided by the sales team. Thus making it one of the
most secured way of preventing misuse of the information by the employees of the
organisation. Other than this the databases can be merged with online features thus reducing
the chances of the data loss. Keeping the data in the online servers that are made especially
for the task is also helps in keeping the details about the organisation and the customers in a
secured manner away from the hackers. Also it becomes easier for the workers of the
organisation to find out information in a simple manner, reducing the use hard copies (Hassan
et al 2015). Making the use of the CRM a regular option for the employees of the
organisation can help the organisation in the increasing the sales and services thus retaining
the older customers and the make way for increasing more number of customers. Every
employee of the organisation must understand the use of the CRM software is not a option
but the most important software to be used in the office.
The organisation can use the formula of the RMF of the Recency, Frequency and
Monetary values. These factor defines and tracks the records of the number of times a
customer is buying plans from the organisation, the frequency of the plans that are brought
from the organisation and the how much the customer is spending on each purchase (Kaul

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2017). Other than this some of the other benefits that the organisation can have 24X7 support
to the customers help the customers to reset things via email services.
Implementing CRM
Implementing the customer relationship management software properly is one of the
most important thing to be done so that there are less chances of any error in the systems. A
common misbelieve among many of the organisation is that the process of the
implementation of the software is a liability of the technician of the CRM organisation, but
there are lots of things that are to be done by the management of the organisation
(Khodakarami and Chan 2014). In order to successfully implement the CRM software is one
of the most important thing to be done by the organisation. The organisation is not a tactic but
a strategy that is implemented by the organisation (Wilson, Daniel and McDonald 2012). The
CRM also helps in the process. Before the process of the implementation of the CRM
software the organisation needs to properly take a note on why the organisation needs the
CRM software. Other than this this selecting the best Vendor for the CRM software is one of
the other most important thing that is to be done. While in this the selected software is the
Oracle CRM which is one of the most valued CRM system in the world. The CRM software
can be merged with the ERP software that is the Enterprise resource planning software
(Krishnan et al. 2014). The work of the ERP system is to create a centralised database for the
organisation where each and every details about the organisation can be found. With the
implication of the CRM software and the ERP software the organisation can have a huge
advancement in the field of the business.
Some of the major steps that is needed to be followed for the process of implementing the
Customer relationship management software.

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 Anchorage in the higher management: In order to make use of the CRM software
the top management of the Telstra must understand the importance of the CRM
software (Wynn et al. 2016). The management must understand the areas where there
is need to implement the CRM software.
 Setting Up the project manager: In order to properly implement CRM plan the
organisation must set up a project manager that can go thought the proper steps of
implementing the software and hence take a proper guide of the works that is been
done.
 Setting up the Super User: Every CRM software needs one super user who can access
all the information from the different levels of the software (Malthouse et al. 2013). In
the case of the Telstra the management must be the super user for the system so that it
can have full access to all the department like the sales, finance and others.
 Creating proper formulas for the organisation benefits: Knowing the proper formulas
for the benefit for the calculation is one of the most important thing is to be done.
Because it can help in benchmarks to the success of customer strategy and validates
the importance of the system (Navimipour and Soltani 2016). It is can also help in
the process of identifying the areas where the CRM implementation is a must need.
 Training the Employees: In order to better use of the software there needs to give
proper training on how to use software and how it can help the organisation in earning
more and more profits to the organisation.
 Developing the budget plan: This is one of the other major thing that has to be
properly done and make sure that this plans are done accruing to the top management.
Even after the proper implementation of the CRM is done, there is a need of proper
maintenance of the software so that software that is working goes on smoothly.

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SWOT Analysis:
SWOT or the Strength Weakness Opportunity and Threats are best way for any
organisation to understand the position in the market. In this case there the strength of the
organisation is the name itself of the organisation, people trusts the organisation by the name.
While the weakness of the organisation is not using any of the customer management
software, while the opportunity of the organisation is implementing the CRM software
developed by the oracle for the betterment of the organisation. This can help the organisation
in standing better position than the other organisations. While the biggest threat of the
organisation is not properly implementing the CRM software. Any lags in the process of the
implementing the CRM can affect is loss of huge sums of money.
SDLC
 SDLC is defined as the system development life cycle, it defines the application
developing stages of a project. In this case there are chances that CRM software must
be properly developed and proper steps of implementing the software must be made.
The different phases of the system development that must be followed by the
organisation are
o Requirement gathering and analysis.
o Design.
o Implementation or coding.
o Testing.
o Deployment.
o Maintenance.

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In order to make the CRM a successful software for the organisation there needs to
be taken proper care that all the steps of the work. It is the work of the project manager to
keep a trace of the work and how the project is been carried out.
CRM with ERP
Both the Customer relationship management software and the Enterprise Resource
Planning systems work somewhat in terms of the working in an enter price (Trainor et al.
2014). The merging up of the both the software can be very much helpful for the Telstra as it
can boost up the productivity of the organization. Some of the major advantages that the
organisation can get if these two software are implemented together are:
 360 degree sight of customer. One of the major benefit of CRM and ERP
amalgamation is that it provides a broad view of the customer (Orenga-Roglá and
Chalmeta 2016). From prospect, to sales and support, to finance and accounting,
together these systems provide complete visibility into your customers’ needs, buying
habits, order history, preferences, account standing.
 Better Access to complicated Information: A CRM and ERP software integration
gives a complete access to critical information about the customers to the employees
(Padilla-Meléndez and Garrido-Moreno 2014). This not only helps the employees to
access the information in real time but also saves the time doing a particular work.
Other than this it also satisfies the customer as the problems gets solved in a very
small amount of time.
 Streamlining the Business processes: It becomes a lot easier with the help of the
integrated software to enhance the productivity of the organisation and to properly
follow the business rules.
 Helps to solve data redundancy problems: The use of the integrated software help in
the process of the reducing the data redundancy that is duplicity of the data (Rahimi

11CUSTOMER RELATIONSHIP MANAGEMENT
and Kozak 2017). IF a data is stored more than one time then it may cause huge
problems for the person searching for the information and hence the use of this can
reduce the error to near about zero present.
 Maintaining centralised account systems: Both the ERP and CRM have a detailed data
about clients and the employees such as order history, contacts, shipping details and
others. The integration will permit to see a full view of all data of both the systems in
a single place, rather than having to access different databases and match up data.
This not only helps to saves time by lessening amount of data entry but also helps in
reducing the chance of human error.
Types of CRM
There are two types of the operational CRM and the Analytical CRM. The
operational CRM supports the traditional transactional processing of the day to day front
office operations and dealing directly with the customers of the organisation (Saarijärvi,
Karjaluoto and Kuusela 2013). While the Analytical CRM helps to support the back office
operations which includes the working processes of the employees and solving problems that
are not directly linked with the customers. The front office or the operational CRM consist of
the sector like the sales, marketing and customer services while the analytical part covers the
collaborative CRM systems, the data ware housing and data mining among others.
Disadvantages of using the CRM system:
Although the Customer relationship management software has some of the best
known efficiency systems, but in certain cases it lags and may create huge problems for the
organisation in the regular work (Soltani and Navimipour 2016). This problems may occur at
time but can be easily overcome with proper follow-up with the problems. Some of the major
problems and how it can be solved are:

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 Record Loss: This is one of the most important disadvantage that many of the
organisation face using the CRM software but it can be easily solved with the use of
the ERP system.
 Training: The use of the CRM software are somewhat difficult for the employees. In
order to solve the problem, the organisation must provide proper training to the
employees for the better use of that technology.
 The CRM software needs a continuous maintenance, thus increasing the cost of the
program (Stein, Smith and Lancioni 2013). This problem can only be solved with the
proper maintenance of the system in regular intervals thus reducing the problems of
the system.
 One of the other major problem is to properly implement other management tools
with the CRM system. Proper implementation processes must be used for better
amalgamation of the software.
Alternates of the CRM
Although the customer relationship management software’s are one of a kind
software, if the model does not work properly for the system then there can be used different
other bunches of software that can be helpful for the organisation. One of the software that
can be used instead of the CRM is the Capsule or the High-rise or the Insightly. Although the
working of these software are not similar to the CRMs but these software can integrate lots of
other small software which can help the organisation in proper customer analysis.
Conclusion
Thus concluding the topic it can be said that the customer relationship management
software is one of the must use software for the present organisation for the purpose of
increasing the number of the customers. In case of the Telstra also the using the CRM is one

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of the must use as the main work of the organisation depends on the customer satisfaction
level. Also as it is a technology related organization there may be numerous problems that are
related to the customers and those problems are to be solved at a small interval of time, thus
using the CRM is very much beneficial for the organisation. Thus making some of the
changes in the working process of the organisation make huge differences in the sales and the
profits of the organisation. The ERP system implementation is also one of the must do thing
as it can help to solve the disadvantages of CRM system.

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