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Case Study of Customer Relationship Management

   

Added on  2020-06-05

19 Pages6891 Words187 Views
Customer RelationshipManager

ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1a) Key aspects of customer relationship management.................................................................1b) Benefits of customer relationship management......................................................................3c) Impact of quality system on CRM...........................................................................................4d) Process necessary to effective CRM.......................................................................................5e) Role of internal staff in achieving effective CRM..................................................................6f) Role of external stakeholders in achieving effective CRM.....................................................7TASK 2............................................................................................................................................7a)Effectiveness of loyalty scheme to gain information about customers....................................7b) Information gained informs marketing and customer service policy......................................8TASK 3: Article 3 - A Case Study of Customer Relationship Management..................................8Review of CRM in the organisation............................................................................................9Proposed improvements to CRM processes..............................................................................10Proposed improvements to the role of staff in promoting good customer relationships...........11A plan for the implementation of improvements.......................................................................12CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................14

INTRODUCTIONCustomers Relationship Management can be determined to be the business strategies thatare helpful enough for the companies to manage and analyse interaction of customers. This isdone so that firm will be able to develop strong relationship with their service users (Banga,Kumar and Goyal, 2013). In other words, it encourages companies to be aware of the impact onthe business for the competitive strategies applied by other firms. Different firms have diverseset of preference and their own way on implementing strategies to attract customers. Further, it isa broad concept that covers various topics like getting feedback, making customers involved,providing them services as per their need and requirements, etc. However, in simple words it canbe stated that CRM enables to understand customers and focus on the growth aspects. Main aimof any firm is to gain maximum profit. This is only possible when they are able to understand therequirement of customers and deliver them services accordingly (Rahimi, Rahimi and Gunlu,2016). Further, CRM is an effective form of strategy that enables to develop positive perceptionin the mind of customers. This report is based on different aspects of CRM. More specifically, itcovers benefit to business from effective CRM and ways to achieve them. Further, it covers therole of loyalty schemes in CRM. Lastly, it also covers a case study of customer relationshipmanagement. There are firms that deliver their customers with similar set of products and services. Inorder to be better form other, firm make use of strategies so they will be able to develop strongcustomer base. In this context, CRM is an effective way that enables to improve the performancelevel in attracting customers. TASK 1a) Key aspects of customer relationship managementCustomer relationship management (CRM) is the business tool that assist organizationsin managing and building relationship with consumers (Maggon and Chaudhry, 2015). Everyfirm aims to enhance their bonding with consumers so that they can be made loyal towardsbrand. It includes several strategies that can help in maintaining healthy relationship withconsumers. Customer relationship management is the tool that analyses the needs of consumersby offering them satisfactory products (Faullant and et.al, 2017). By this way company canmaintain healthy relationship with their clients.1

CRM is considered as business model that helps the firms in increasing their revenuesand enchaining sales volume of entity to a great extent. For example, Hilton Hotel applies CRMpractices in its workplace (Krishnan and et.al, 2014). Entity make communication on socialnetworking sites with customers and make them aware about company's products. Through thesesites corporation gain attention of mass audience and develop strong relationship with them.There are three major aspects of customer relationship management (Nagarajan and et.al, 2013).Operational CRMIt is type of activity which is related with front office business process. Customers visitthe organization and there they get necessary detail about products and services through frontoffice desk. This interaction helps them in developing perception for the firm and buildingrelationship with them (Ali and et.al, 2013). Hilton hotel has strong operational departmentwhere employees make effective communication with the clients and make them satisfy byproviding quality services (Anand, Khan and Shukla, 2013). Collaborative CRMIt is another aspect of customer relationship management in which Hilton hotel directlycommunicates with the consumers in order to take their feedback about the hotel and its services.Interaction is done through various channels such as phone, email, social networking sites, faceto face interaction etc (Chen, Jin and Wu, 2015). This helps in analysing their needs anddeveloping bonding with them. Analytical CRMIt is the type of activity in which Hilton hotel analysis the data of consumers so thatoverall objective of entity can be fulfilled. Designing and execution of marketing campaigns,management decisions are part of such type of CRM practices (Taylor and et.al, 2017). External relationshipsIt helps in building relationship with suppliers, partners, distributors etc. That makes theinternal system more strong (Schmidt, Möhring and Keller, 2017). With the help of this toolcompany can identify needs of consumers and can approach their suppliers and distributorsaccordingly. They give then necessary details about test of clients so that these external personscan provide them quality raw material as per the requirements (Anand, Khan and Shukla, 2013). 2

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