Customer Relationship Management (CRM) Systems

This assignment delves into the concept, functionalities, and benefits of Customer Relationship Management (CRM) systems. It examines how CRM systems centralize customer data, automate workflows, enhance marketing efforts, and improve customer satisfaction. The text explores the use of CRM across diverse sectors, including banking, consulting, IT, engineering, and scientific institutions.

Running head: MANAGING TECHNOLOGIES AND INNOVATION
Managing Technologies and Innovation
Name of the Student
Name of the University
Author’s note

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MANAGING TECHNOLOGIES AND INNOVATION
Table of Contents
Part 1- Role of Information Technology in all Sectors....................................................................2
Part 2- Innovation through IT in Google Inc...................................................................................3
Part 3- Customer Relationship Management...................................................................................4
References........................................................................................................................................6

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Part 1- Role of Information Technology in all Sectors
Information Technology is becoming the backbone of several industries. All the
companies are becoming dependent on IT for achieving operational efficiency and improving
customer service. IT plays a significant role in various industries like:
Media: IT has upgraded this field and has enabled the distribution of news on a wider
scale. Online news websites like www.bbc.com have also been launched for keeping the people
updated.
Banking: IT has automated the flow of information in banks. Online banking via banking
apps and websites has improved the satisfaction level of customers.
Education: IT has facilitated students to gain knowledge regarding any subject and share
information with other students in an effective manner. Online journals and books have made the
process of education easier.
Medicine: Advanced technologies, equipments and techniques that are developed by IT
have enabled the physicians to provide accurate treatment to the patients.
Transport: IT innovations and inventions have upgraded this industry. People are able to
check the schedule and seat availability of trains and flights.
IT plays a major role in technological companies. IT has promoted efficient management
of business and develops new services and products by automating business processes (Drnevich
and Croson 2013). Technological companies are able to improve its communication process via
e-mail, video calls and social media. MIS has helped the companies to track various data and

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information for maximizing profit and minimizing cost. CRM systems have enabled the
technological companies to improve its customer service level and generate more revenue.
IT is known for fostering and promoting innovation in technological businesses.
Innovation leads to improved database management, faster data processing, smarter apps and
wider distribution of information. Innovation through IT increases productivity, enhances quality
and increases the value. Digital marketing, online shopping and VoIP communication are
examples of innovation via IT. IT and innovation are closely related (Guzman, Peñalba, and
Morejón 2013). IT improves business performance through innovation.
Part 2- Innovation through IT in Google Inc.
Google believes in developing and launching innovative products regularly and to
improve the products on a continuous basis by an iterative process. The main aim of the Google
research team is to bring practical benefits to the users. The research procedure begins with
exploring research ideas, developing and maintaining software. The focus of the entire
organization is on rapid innovation. According to annual report of Google, the R&D expenses in
the year 2015 were 16 % of the revenue. The expenses had increased by $ 627 million between
the year 2014 and 2015 (Abc.xyz 2017). The R&D budget is allocated for facilities, labor related
costs and development of new services, product and equipment related expenses. Innovative
research is carried out in Google.
The strategic focus of the R&D department of Google is on certain areas like advertising,
search, machine learning and developing new services and products. Google uses service-based
delivery model that gives benefit to the R&D department. Designing, testing, production as well
as maintenance processes are simplified by using the service-based model. Talented employees

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are hired for the engineering operations. Hybrid research model plays a significant role in
inventing new products and services (Spector, Norvig and Petrov 2012). The aim of this model is
to disseminate knowledge by flexible collection of various methods and approaches. The
advanced projects are focused on newness and creativity. The research team creates new
technologies and concepts. Several innovations have been promoted by IT like language
translation, speech recognition, market algorithm, computer vision and machine learning. Google
invests in research for developing efficient IT infrastructure.
Google has a secretive lab called Google X, which is responsible for experimenting with
future technologies. Google innovative projects include driverless cars, project glass and robotics
avatars (Business Insider 2017). Latest innovations of Google include Google Assistant that uses
Google Lens technology to analyze the surroundings and give relevant information on the
Smartphone screen. Google has tried to incorporate AI to the camera of the Smartphone. Google
is turning the smart speakers into phones. Google recently offers photo books that are printed.
Google is focused in developing moonshot projects.
Part 3- Customer Relationship Management
CRM refers to technologies, strategies and practices that organizations use for managing
and analyzing customer details and interactions throughout the lifecycle of the customers for the
improvement of business relationships. This technology collects and integrates information from
various channels like company website, live chat, mail, social media, telephone and marketing
materials (Nguyen and Mutum 2012). CRM systems provide the companies with detailed
customer information like purchase history, concerns and buying preferences. CRM systems
store information in a single centralized database. Business users can manage and access the

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information stored in CRM. This technology is also known for automating workflow processes
such as alerts, calendars and tasks. Managers are able to track productivity and performance by
utilizing CRM systems. CRM tools can automate same or repetitive tasks for enhancing
marketing efforts. Automation of sales force is also achieved by CRM systems. CRM systems
have the capability to create marketing campaigns in different geographic locations. Cloud based
CRMs are based on SaaS service model where information is stored on a remote and external
network (Kumar and Reinartz 2012). Most of the companies use cloud based CRM system for
enhancing the quality of customer service.
Companies are able to increase its sales level and improve its digital marketing
capabilities by adopting CRM systems. Banks are able to achieve competitive advantage by
targeting specific and potential customer groups. CRM solutions are used in consulting
companies for client acquisition and management. It also helps in project management. CRM
solutions support several functions in IT companies. It supports customer consultation, project
planning and software marketing. There are several communication channels via which the
customers can contact the companies. CRM systems have the capability to integrate information
from all the channels and presenting it to the companies. Engineering companies use CRM for
controlling costs and creating quotes. It enables the companies to view all the customer and
project details. Scientific institutions also use CRM for planning, organizing, managing projects
and transferring technology. CRM systems are responsible for increasing the level of customer
satisfaction (Khodakarami and Chan 2014). CRM technology can be tailored for meeting the
exact needs of the clients.

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References
Abc.xyz.,2017. GoogleInc.[online]Availableat:https://abc.xyz/investor/pdf/
20150331_google_10Q.pdf [Accessed 10 Nov. 2017].
Business Insider., 2017. A pill that can detect cancer cells. [online] Available at:
http://www.businessinsider.in/Google-and-Alphabets-20-most-ambitious-moonshot-projects/
Driverless-cars/slideshow/50988332.cms [Accessed 10 Nov. 2017].
Drnevich, P.L. and Croson, D.C., 2013. Information technology and business-level strategy:
Toward an integrated theoretical perspective. Mis Quarterly, 37(2).
Guzman, G.M., Peñalba, J.E.M. and Morejón, V.M.M., 2013. The Relationship between
Innovation, Information Communication Technology, and Quality: A Latin American
Enterprises Perspective. Journal of Business and Economics, p.1265.
Khodakarami, F. and Chan, Y.E., 2014. Exploring the role of customer relationship management
(CRM) systems in customer knowledge creation. Information & Management, 51(1), pp.27-42.
Kumar, V. and Reinartz, W., 2012. Customer relationship management: Concept, strategy, and
tools. Springer Science & Business Media.
Nguyen, B. and Mutum, D.S., 2012. A review of customer relationship management: successes,
advances, pitfalls and futures. Business Process Management Journal, 18(3), pp.400-419.
Spector, A., Norvig, P. and Petrov, S., 2012. Google's hybrid approach to
research. Communications of the ACM, 55(7), pp.34-37.