[SOLVED] Consumer Relationship Management (CRM) Analysis

The provided assignment is about analyzing Consumer Relationship Management (CRM) and its impact on businesses. It involves understanding the role of CRM in improving customer satisfaction and loyalty, as well as addressing common challenges faced by organizations when implementing CRM. The assignment requires students to complete a questionnaire that covers various aspects of CRM, including its importance for business improvement, consumer satisfaction, and data analysis. By completing this assignment, students will gain insight into the value of CRM in enhancing customer relationships and driving business success.

PROJECT PLAN

Table of Contents
INTRODUCTION...........................................................................................................................1
P1 Devise project aims and objectives........................................................................................1
P2 Produce a project management plan.......................................................................................3
P3 Produce a work-breakdown structure and a Gantt chart to provide timeframe......................6
P4 Carry out small scale research by applying qualitative and quantitative research method. .11
P5 Analyse research and data using appropriate tools...............................................................13
P6 Communicating appropriate recommendations as a result of research and data analysis....20
P7 Reflect value of undertaking the research to meet stated objective and own learning.........21
CONCLUSION..............................................................................................................................22
REFERENCES..............................................................................................................................23
APPENDIX....................................................................................................................................25

INTRODUCTION
In the world of technological advancement, digital technology revolutionized significant
level of changes in the business operations. It dramatically changed traditional corporate model
and transformed their daily activities by providing them a wealth of choice and opportunity. It
help corporations to improvise their existing products to make it more profitable and introduce
innovative goods as well which leads to create diversified product portfolio. Advancement of
technologies not only impact company's production process but also have a huge impact in the
area of administration, storage and distribution and the way of communication as well. However,
implementing such advanced technologies also bring various challenges to the firm Thus,, the
present research targeted at finding out several key challenge that might face by an entity which
is operating in an environment where digital technology is under-utilized. Taking into account
project management principle, the report will design a work-breakdown structure, research and
also construct a plan for implementing digitalization.
P1 Devise project aims and objectives
M1 and D1
In today’s period of ultra competitiveness, each and every business organization needs to
introduce innovation in every field of their operations in order to stay competitive in the sector. It
is equally important for all large, middle and small-scale firms operating in the world. However,
digitalization in big companies is considered quite simple because they have sufficient resources
to satisfy necessary requirement for technological advancement, however, SMEs face numerous
challenges to introduce new techniques such as lack of resources i.e. fund, skilled workers and
others (Schwalbe, 2015). Moreover, it makes it necessary for the firms to deal with the change
management, hire and sustain creative talent and respond increasing competitive environment in
a sound manner. Today, advancement of new and updated technologies made it possible for the
entities to automate their routine work carried out by personnel. Internet of Things, Artificial
Intelligence, Big data analytics, mobile technology, cloud computing are the wonderful examples
of digitalized era.
Looking to Diallo, Patel and Wrelton (2015), report, it is found that in current tough
times, around 4.8 million small business entities need to innovate their business functions to
maximize efficiency and effectiveness and thereby ensure a long-run survival in competitive
world. It is really important for them to introduce the best possible technology like e-commerce,
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interior social media marketing and others to grab benefit of existing opportunities and remain
competitive. UK SMEs are not enough proficient in harnessing new and advanced techniques
and around only 1/3rd of the firms have digital presence & 14% companies are involved in
online trading. However, tech savy will assist SMEs to grow faster and attain success. Tech
revolution radically changed and transformed the way how business carries out activities.
Third Way Interior is a small scale business organization founded in year 2009 and offers
innovative construction design to the people as per the client specification. The mission of the
entity is “To become champion by building client-focused designs” and vision is “To grow in the
market by offering cutting-edge, transparent and unique office fit out alternatives satisfying
client requirements. The key aim of the organization is to address client requirement and thereby
construct office interior with superb design. CRM (Customer Relationship Management) plays
really an important role in identifying consumer requirement and maintain good relationship with
them to boost loyalty (Burke, 2013). It is not just about introducing new technologies but helps
firm to learn more about consumer needs so as to create long-lasting communication and build
sound relationship with the clients (Kerzner, 2013). Nevertheless, sound and successful CRM
depends upon the use of advanced technologies. Thus, it is decided to implement CRM software
in ThirdWay Interior with the aim to maximize loyalty. CRM is an integrated and holistic
process to identify, attract and retain consumers by providing them enhanced value at each and
every point (Choudhury and Harrigan, 2014).
Project overview: The Project is about implementing CRM software in the Third Way
Interior. It is expected to take an initial investment of £10,950 as a cost and projected benefit is
sales would be increase by 10% or above every year. It is decided that project will be complete
within 3.5 months.
Costs: £10,950
Time frame: 3.5 months
Targets:
 Sales would be increase by 10% from the existing level in beginning 3 years after CRM
implementation through maximizing consumer retention rate by 15%-20% and attracting
prospective buyers
 Profit would be increase by 8% from the existing level in starting 3 years after the
implementation of CRM through higher sales
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Project aim: “To implement CRM software as an information-enabled system for boosting long-
lasting consumer loyalty & retention”
Objectives:
 To understand consumer need, desires and wants to adopt consumer-centric approach
 To maximize consumer retention rate by 15%-20% p.a. by providing them great value
through regular interaction
 To maximize sales by at least 10% per annum through vigilant contact with the user to keep
update with the market trend and improve brand equity
 To maximize profitability by minimum 8% every year through satisfying consumer need.
Success criteria: The completion of CRM implementation within decided schedule and
time-frame of 4 months within the budgeted cost limit of £10,950.
Consumer Relationship Management
3
Find out existing and prospective consumers
Identifying consumer requirements and desires
Communicating useful information to the clients
Deliver value to the consumers what they actually
expected
Ensure proper delivery of consumer value

CRM will work as a 360 degree interaction management tool with the users which helps
marketing division to perform demographic analysis whereas sales department can forecast
demand and identify opportunity to boost overall sales results (Werro, N2015). However, consumer
services like call centres and others can be automated. The software will also integrate and
aggregate all the client specific information on a single platform which provides ease data access
and helps in effective decision-making.
P2 Produce a project management plan
M1 and D1
Scope: The prospective project of CRM implementation in Third Way Interior involves
hardware and software purchase, planning, testing and configuration, training key people like
end-user, administrator, managers and data integration. All these activities and functions will
assist the entity to examine client-specific information and make decisions to satisfy their need
for deriving successful results.
Resource: The process of CRM installation required talented workforce, funds, hardware
(i.e. network equipment, server) and software as well. Its personnel requirement is detailed
below:
HR
requirement
Name Roles and Responsibilities
Project
Manager
John Innes  Create project management plan including cost,
time, communication and resources
 Identify risk and create risk management plan
 Lead all the team members involved in project
execution
IT manager John
Michael
 To ensure proper installation of Hardware and
software
 To test and configure the system
 To determine technical failure and resolve it
Training lead Wilfred
Rocky
 To identify training need for all the people
 To arrange training schedules i.e. time/location for
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administrator, end-users and others
 To report designed training schedules to the project
manager
Functional
manager
Rory
Sinclair
 To identify resource requirement and ensure its
proper supply
 To examine performance in terms of both cost and
time and report to PM
 To maintain coordination among all the staff
members
Budget/cost: CRM project incur expenses on hardware and software purchase,
installation, data integration, configuration, training, customization and reporting as well.
Particulars Expected cost (GBP)
Personnel hiring 2000
Hardware & software 5000
Installation 250
Training 1000
Consultation fees 1500
Implementation 1200
Total cost 10,950
Schedule/Time: The project will start on 8th November and expected to complete within
96 days. The Milestone schedule for the plan is designed below:
Milestone Starting date Finishing date
Planning 8th November 2017 21st November 2017
Documentation 22nd November 2017 19th December 2017
Acquisition of hardware and
software
13th December 2017 28th December 2017
Implementation 22nd November 2017 22nd February 2018
Deployment 23rd February 2018 21st March 2018
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Communication matrix: Every project involves smooth flow of essential information
among all the stakeholders involved in project implementation. (Stein, Smith and Lancioni,
2013) Thus, for the current plan, communication matrix is constructed beneath:
Type Objective Medium Frequency Owner Audience Deliverables
Kick-off
meeting
Introducing
all the team
members
and
presenting
planned
objectives
Direct
(face to
face)
Once at the
beginning of
the project
PM  Manager
 Team
members
 Meeting
Minutes
 Agenda
Team
meetings
Review
work Status
Conference
hall
meeting
Once in a
week
PM  All the
team
members
 Meeting
Minutes
 Schedule
 Agenda
Technical
meetings
Develop
technical
solutions for
the problem
encountered
Direct
(face to
face)
As per
requirement
IT
manager
 Technical
staff
 Meeting
Minutes
 Agenda
Work
progress
meeting
Review
progress of
the project
Conference
Hall
Once per
month
PM  All the
heads
 Project
schedule
 Progress
updates
Project
status
meeting
Examining
status in all
aspects like
activities,
time, cost
incurred and
others
E-mail Once per
month
PM  All team
members
 Schedule
 Status
reports
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P3 Produce a work-breakdown structure and a Gantt chart to provide timeframe
M1 and D1
Ganntt chart graphically presents all the planned project activities with their scheduled
duration and also present its interrelationship with the other activities.
WBS Task Name Duration Start Finish Predecessors Total
Slack
1 Customer relationship
management 96 days Wed
11/8/17
Wed
3/21/18 0 days
1.1 Planning 10 days Wed
11/8/17
Tue
11/21/17 0 days
1.1.1 Scope 1 day Wed
11/8/17
Wed
11/8/17 0 days
1.1.2 Resource 1 day Thu 11/9/17 Thu
11/9/17 3 0 days
1.1.3 Budget 1 day Fri 11/10/17 Fri
11/10/17 3,4 0 days
1.1.4 Schedule 1 day Thu 11/9/17 Thu
11/9/17 3 0 days
1.1.5 Risk 1 day Mon
11/13/17
Mon
11/13/17 4,5,6 0 days
1.1.6 Test plan 1 day Wed
11/15/17
Wed
11/15/17 7 0 days
1.1.7 Training plan 1 day Fri 11/17/17 Fri
11/17/17 8,6,7 0 days
1.2 Documentation 20 days Wed
11/22/17
Tue
12/19/17 6 0 days
1.2.1 Document of existing
processes 3 days Wed
11/22/17
Fri
11/24/17 0 days
1.2.1.1 Audit control 3 days Wed
11/22/17
Fri
11/24/17 8,9 0 days
1.2.1.2 Security plan 2 days Wed
11/22/17
Thu
11/23/17 9 0 days
1.2.2 Document automation
and process optimization 4 days Mon
11/27/17
Thu
11/30/17 12,13,9 0 days
1.2.3 Preparing product &
service data 5 days Fri 12/1/17 Thu
12/7/17 14,12,13 0 days
1.2.4 Defining data source 3 days Fri 12/1/17 Tue
12/5/17 14,15,13 0 days
1.2.5 UI specification 4 days Fri 12/8/17 Wed
12/13/17 15 0 days
1.2.6 customization of CRM
platform 5 days Wed
12/6/17
Tue
12/12/17 15,16 0 days
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1.2.7 CRM reporting need 4 days Thu
12/14/17
Tue
12/19/17 17,15,16 0 days
1.3 Acquisition 12 days Wed
12/13/17
Thu
12/28/17 0 days
1.3.1 Hardware 7 days Wed
12/13/17
Thu
12/21/17 0 days
1.3.1.1 networking
equipments 3 days Wed
12/13/17
Fri
12/15/17 18 0 days
1.3.1.2 Servers 4 days Mon
12/18/17
Thu
12/21/17 22 0 days
1.3.2 CRM software
purchase 5 days Fri 12/22/17 Thu
12/28/17 22,23 0 days
1.4 Implementation 45 days Fri
12/22/17
Thu
2/22/18 0 days
1.4.1 Verification of
prerequisites 4 days Fri 12/29/17 Wed
1/3/18 22,23,24 3 days
1.4.2 Hardware 6 days Fri 12/22/17 Fri
12/29/17 22,23 0 days
1.4.3 Software 3 days Thu 1/4/18 Mon
1/8/18 24 0 days
1.4.4 UI construct 3 days Tue 1/9/18 Thu
1/11/18 26,27,28 0 days
1.4.5 Customization 4 days Fri 1/12/18 Wed
1/17/18 29 0 days
1.4.6 Data integration 5 days Thu 1/18/18 Wed
1/24/18 30 0 days
1.4.7 System integration 4 days Thu
1/25/18
Tue
1/30/18 0 days
1.4.7.1 Electronic mail 4 days Thu 1/25/18 Tue
1/30/18 30,31 0 days
1.4.7.2 Inventory 3 days Thu 1/25/18 Mon
1/29/18 30,31 1 day
1.4.7.3 Order delivery 3 days Thu 1/25/18 Mon
1/29/18 30,31 1 day
1.4.8 Support 5 days Wed
1/31/18 Tue 2/6/18 35,33,34 0 days
1.4.9 Integration of work
flow 4 days Wed 2/7/18 Mon
2/12/18 36 0 days
1.4.10 User set-up 3 days Tue 2/13/18 Thu
2/15/18 36,37 0 days
1.4.11 Test 5 days Fri 2/16/18 Thu
2/22/18 37,38 0 days
1.5 Deployment 19 days Fri 2/23/18 Wed 0 days
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3/21/18
1.5.1 Organizing training for
end-users 7 days Fri 2/23/18 Mon
3/5/18 38,39 0 days
1.5.2 Managerial training 3 days Fri 2/23/18 Tue
2/27/18 39 4 days
1.5.3 Training for
administrators 4 days Tue 3/6/18 Fri 3/9/18 39,41,42 0 days
1.5.4 Integration for network
monitoring 8 days Mon
3/12/18
Wed
3/21/18 42,43 0 days
ID WBS Task Name
1 1 Customer relationship management
2 1.1 Planning
3 1.1.1 Scope
4 1.1.2 Resource
5 1.1.3 Budget
6 1.1.4 Schedule
7 1.1.5 Risk
8 1.1.6 Test plan
9 1.1.7 Training plan
10 1.2 Documentation
11 1.2.1 Document of existing processes
12 1.2.1.1 Audit control
13 1.2.1.2 Security plan
14 1.2.2 Document automation and process
optimization
15 1.2.3 Preparing product & service data
16 1.2.4 Defining data source
17 1.2.5 UI specification
18 1.2.6 customization of CRM platform
19 1.2.7 CRM reporting need
20 1.3 Acquisition
21 1.3.1 Hardware
22 1.3.1.1 networking equipments
23 1.3.1.2 Servers
24 1.3.2 CRM software purchase
11/21
12/19
12/28
T T S M W F S T T S M W F S T T S M W F S T T S M W F S T T S M W F
Nov 5, '17 Nov 12, '17 Nov 19, '17 Nov 26, '17 Dec 3, '17 Dec 10, '17 Dec 17, '17 Dec 24, '17 Dec 31, '17 Jan 7, '18
9

ID WBS Task Name
25 1.4 Implementation
26 1.4.1 Verification of prerequisites
27 1.4.2 Hardware deploymenting
28 1.4.3 Software deploymenting
29 1.4.4 UI construct
30 1.4.5 Customization
31 1.4.6 Data integration
32 1.4.7 System integration
33 1.4.7.1 Electronic mail
34 1.4.7.2 Inventory
35 1.4.7.3 Order delivery
36 1.4.8 Support
37 1.4.9 Integration of work flow
38 1.4.10 User set-up
39 1.4.11 Testing
40 1.5 Deployment
41 1.5.1 Organizing training for end-users
42 1.5.2 Managerial training
43 1.5.3 Training for administrators
44 1.5.4 Integration for network monitoring
2/22
3/21
S W S T M F T S W S T M F T S W S T M F T S W S T M F T S W S T M F T S W S T M F T S W S T
Oct 8, '17 Oct 22, '17 Nov 5, '17 Nov 19, '17 Dec 3, '17 Dec 17, '17 Dec 31, '17 Jan 14, '18 Jan 28, '18 Feb 11, '18 Feb 25, '18 Mar 11, '18 Mar 25, '18 Apr 8, '18
Network diagram: It graphically illustrates all the activities and help to determine those
which comes under critical path means they have a zero slack. Thus, sum of total duration of
critical activities is the expected completion period that will be needed by Third Way Interior for
CRM implementation.
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According to the above graph, it becomes clear that activities highlighted as red are
critical activities which expected completion duration is 96 days.
P4 Carry out small scale research by applying qualitative and quantitative research method
M2 & D1
Research methodology is the procedure of applying correct tool of data collection and
examination to understand and explore key issue of investigation. The main issue of our research
is to identify key challenges that business face which are operating in an under-utilized
digitalized environment.
Research philosophy: Philosophy also referred as paradigm that constitutes of two
elements that are epistemology and doxology. First is about finding out original truth whereas
later is about aspects that are considered to be true. Positivism paradigm applies in the field of
natural science, in which, research work objectively by testing hypothesis on quantitative dataset
(Fiegen, 2010). However, on the other side, interpretivist philosopher work subjectively and use
the paradigm in social science to study social factors which are qualitative. As our research is
based on studying the main challenges of digitalization, therefore, later is found perfect, in
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which, investigator will uncover key issues that company will face in the field of technological
advancement.
Research approach: Deductive approach of research is based on quantitative data
wherein hypothesis is designed and tested applying statistical tools. Inductive, on the other side,
examine already studied research phenomenon in varied perspective or a new phenomenon but
they must be of qualitative nature (Daniel and Sam, 2011). Finding out challenges which SMEs
might face when make use of new software and technologies required thorough analysis of
qualitative aspect, therefore, inductive suits the requirement.
Research type: Qualitative investigation uses raw data which are non-statistical and non-
numeric in nature. In this, interview and unstructured observation are the two most popular
method of this. However, on the other side, quantitative study prefers gathering either numerical
data or transforming qualitative data into statistical form for applying meaningful statistical test
to derive useful outcome (Garner and Scott, 2013). Digitalization challenges in the corporate
area such as lack of resources, unavailability of digitalized skills, change management and others
will be a qualitative study, in which, maximum participant response rate will be used to generate
meaningful results.
Data collection: Gathering reliable and valid dataset either from primary or secondary or
mixed of both is the key aim of the research. Former applies tools like survey, interview, field
observation as a original data source whilst later deal with the available information from books,
newspaper, magazines, research paper, articles and online material. For the current study, mixed
strategy will be used wherein; questionnaire survey of 20 SMEs manager will be undertaken for
primary data collection to examine its usefulness, challenges and contribution to the business
success (Flick, 2011). However, secondary data will generated from research reports, articles and
online source.
Research instrument: A document with number of printed written questions devised for
the purpose of surveying chosen participants is called questionnaire.
Sample size, method and element: SME managers and executives who use CRM
software will be the sampling element and universe. Out of these, 20 mangers will be selected
using purposive sampling with the condition of use of CRM (Bhaduri and Fogarty, 2016).
Data analysis: Being a qualitative research, research findings will be examined by
creating themes, tables and graphical presentation as well. Thematic approach will be used for
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analysing the findings to derive meaningful results and find out main challenges in the world of
digitalization and technological advancement which firms may face. On the basis of such
findings, right solutions will be developed to combat issues.
P5 Analyse research and data using appropriate tools
M3 & D2
Questionnaire attached in Appendix
Theme:1: All the companies give respect to the customer need in their corporate strategy
Respondents %
Yes 20 100%
No 0 0%
20 100%
All the managers surveyed said that in today’s time, none of the business entity can take
risk of ignoring client desires and need. Moreover, many of the firms adopted now-a-days,
customer centric approach to produce items as per client specification. As a result, it is found that
all the firms value and respect user need and integrate it in their corporate straetgy.
Theme: 2. Maximum number of managers responded that CRM is extremely useful for
addressing consumer requirement
Respondents %
Extremely well 9 45%
Quite good 6 30%
Moderately well 3 15%
To a slight extent 2 10%
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Not at all well 0 0%
20 100%
Result presents that 9(45%) managers replied that CRM provided them great and extreme
assistance to identify and address consumer requirement. Moreover, 6(30%) said that CRM is
quite helpful to learn about final-users need and 3(15%) replied moderate assistance. It is
because, regular interaction and communication through different channels, feedback collection
and others helps them to identify what customer thinks about the organization and help in
boosting brand equity (Navimipour and Soltani, 2016).
Theme: 3. CRM implement is of great importance from business performance perspective
Respondents %
Strongly agree 11 55%
Agree 6 30%
Neutral 2 10%
Disagree 1 5%
Strongly disagree 0 0%
20 100%
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11(55%) respondents said that with the CRM implementation, they become extremely
able to resolve their critical busines issues and problems. It is because, in this, communication
with the final users helps to determine consumer satisfaction and collect their feedback to assess
whether or not they are satisfied with the offerings. As a result, they can make suitable plans and
resolve consumer queries and mitigate reasons responsible building negative perception among
users and fuel better growth. With this, they become able to design product portfolio decision,
quality management, pricing decisions and others with the ultimate aim of client satisfaction
(Orenga-Roglá and Chalmeta, 2016).
Theme: 4. CRM is extremely important for the business
Respondents %
Extremely useful 8 40%
Very useful 7 35%
Moderately useful 3 15%
Slightly useful 2 10%
Not at all important 0 0%
20 100%
15

8(40%) and 7(35%) people said that CRM is extremely and very useful for the business
because of numerous benefits supplied by it including consumer need identification, feedback
collection and consumer satisfaction. It also helps to know what advance features users are
demanding and different product that have enough demand in the market. Thus, by this way,
managers can uncover sales opportunity and benefits can be received by producing required
items first before competitors result in high turnover, yield and good industry share (Knox and
et.al., 2007).
Theme: 5. Many companies often make use of CRM based data while designing new strategies
Respondents %
Very often 10 50%
Moderately often 7 35%
Slightly often 3 15%
Not at all often 0%
20 100%
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From survey, it is found that maximum number of companies, 10(50%) very often
collect data from CRM software to find out final user demand and design right strategies which
will enable entity to grow. They regularly use data to keep track over changing demand and need
of any advanced and unique features required in the company’s products and services and grab
the benefit of opportunity quickly.
Theme: 6. Lack of talented manpower and privacy concerns are two key challenges in CRM
Respondents %
Lack of talented manpower 7 35%
Lack of fund 3 15%
Inaccurate and outdated data 2 10%
Privacy concerns 5 25%
Lack of insight 2 10%
Others 1 5%
20 100%
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Results presented that 7(35%) said that due to unavailable of talented and skilled
manpower who can manage CRM execution is the key risk that SMEs face. However, 5(25) said
that privacy concerns is also at high risk while companies need to ensure proper confidentiality
of critical data about existing and prospective buyers (Navimipour and Soltani, 2016).
Theme: 7. CRM provided great help to improve consumer loyalty
Respondents %
Extremely well 11 55%
Quite good 6 30%
Moderately well 2 10%
To a slight extent 1 5%
Not at all well 0 0%
20 100%
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From the survey, it is determined that technological advancement by CRM software
automate business regular functions. Self-evolution, online communication with the buyers at
CRM mitigted gap between producers production decisions and consumer buying requirement as
a result, unlike before, now firms first identifies what customer actually demands and produce
needed product according to the specification to mitigate risk (Orenga-Roglá and Chalmeta,
2016). Moreover, never ending communication with the user help to know their satisfaction level
and assist firm in informed decisions to satisfy their need.
Theme: 8. Maximum number of participant are satisfied with the use of CRM application
Respondents %
Strongly satisfied 11 55%
Satisfied 6 30%
Neutral 2 10%
Dissatisfied 1 5%
Not satisfied at all 0 0%
20 100%
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With the benefit of consumer satisfaction, higher sales and profitability, boosting loyalty,
maximum people 11(55%) said that they are extremely satisfied with the CRM application.
P6 Communicating appropriate recommendations as a result of research and data analysis
M3 & D2
From the performed survey, it becomes clear that undoubtedly, digitalized and
technological revolution period arisen need for the entities to implement and upgrade their
outdated CRM application to make it more informative.
Figure 1 Benefits of technological advancement for small business
(Source: Diallo, Patel and Wrelton, 2015)
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From the secondary research of Federation of Small Business, it is found that there are
number of benefits associated with digitalization i.e. ease of communication, efficient back
office operation, targeting potential customers and innovations as well. Here, CRM is found as
the best technological advancement to establish stronger connectivity with existing users and
turnout into loyalty while prospective customers are targeted to convert them into real buyer.
Although CRM will assist firm to deliver right goods addressing client need, however, at
the same time, challenges cannot be ignored. Our primary investigation found that lack of IT
skills is the key challenges which can be evidenced from the FSB survey, wherein 40% people
said that unavailability of digital skills and talented workforce is the key factor that are
responsible for hindering growth of SMEs in UK (Burke, 2013). Thus, improving IT skills is a
long-run challenge and excellent initiatives are required to be taken to develop talented
workforce equipped with advanced knowledge. Here, for implementing CRM, Third Way
Interior can be suggested to run specialized training programme in which people will be trained
by IT experts to develop digitalized talent (O’Halloran, 2015). Moreover, in 2012, in a survey of
small business, around 76% firms reported cybercrime as an increasing challenge and survey
also founded the similar result. Thus, it will be important for the Third Way Interior to educate
all the staff members about privacy risk under CRM application. They also need to adopt
tangible measures to mitigate the risk of cyber threats and ensure data safety. By both these
initiatives, company can successful implement and execute CRM functions and boost loyalty.
P7 Reflect value of undertaking the research to meet stated objective and own learning
M4 & D2
The research study makes it clear that CRM will definitely assist Third Way to establish
closer and unstoppable communication with the existing and potential users. By regular
interaction, firm will be able to satisfy current buyers and target new consumer segment as well
to expand market share by sales maximization. Thus, it will ultimately benefit the entity through
increasing consumer retention rate. The conducted research also proven significant for my own
learning and professional advancement, it is because, before this, I have never used MS project
that ultimately raise my technical skills. Although, I faced several barriers while using MS
project, but with the help of online teaching material, I came to know about its different features
and use it in a well manner. Here, I designed gantt chart, network diagram and found critical path
to determine expected completion duration. Through online source and teaching material, I found
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that critical path is of extreme significance in the project management which are the tasks or
events which should not be delayed anyhow, hence, required special attention to be finish on
time. Besides this, plans like cost-estimation, time-frame, communication matrix and scope
develop planning and research skills. Analysis of research findings covering both primary and
secondary improved my analytical skills as I interpreted survey results along with its
justification. Further, I also use MS excel in which I made pie graphs and 3D column graph to
present findings graphically for effective work.
CONCLUSION
From the study, it is now clear that CRM is of utmost importance under which firm
integrates technology with their business strategy to maintain perfect relationship with the
consumers and gain success. The study inferred that Third Way Interior CRM implementation
project will approximately take 96 days at a cost of 10,950 GBP. Although it will raise consumer
satisfaction, loyalty and establish strong connectivity, still, lack of talented manpower and
cybercrime are the two challenges which will business face. Therefore, training initiatives and
appropriate measures must be taken in this area to mitigate both the risky factors.
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REFERENCES
Books and Journals
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type in CSR communication strategies. Journal of Business Research. 68(7). pp.1488-
1495.
Bhaduri, S.N. and Fogarty, D., 2016. Mitigating Sample Selection Bias Through Customer
Relationship Management. In Advanced Business Analytics. Springer Singapore. pp. 71-
83.
Burke, R., 2013. Project management: planning and control techniques. New Jersey, USA.
Choudhury, M.M. and Harrigan, P., 2014. CRM to social CRM: the integration of new
technologies into customer relationship management. Journal of Strategic Marketing.
22(2). pp.149-176.
Daniel, S. P. and Sam, G. A., 2011. Research Methodology. Gyan Publishing House.
Fiegen, M. A., 2010. Systematic review of research methods: the case of business instruction.
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Flick, U., 2011. Introducing Research Methodology: A Beginner's Guide to Doing a Research
Project. SAGE.
Garner, R. and Scott, G. M., 2013. Doing qualitative research: designs, methods, and
techniques. Pearson Education.
Kerzner, H., 2013. Project management: a systems approach to planning, scheduling, and
controlling. John Wiley & Sons.
Knox, S. and et.al.,2007. Customer relationship management. Routledge.
Navimipour, N.J. and Soltani, Z., 2016. The impact of cost, technology acceptance and
employees' satisfaction on the effectiveness of the electronic customer relationship
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Schwalbe, K., 2015. Information technology project management. Cengage Learning.
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Stein, A.D., Smith, M.F. and Lancioni, R.A., 2013. The development and diffusion of customer
relationship management (CRM) intelligence in business-to-business
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Online
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work/>.
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APPENDIX
Questionnaire
Name: _____________________
Department: ________________
Address: ___________________
Email Id: __________________
Q:1. Does your corporation strategy take into account consumer’s desires?
 Yes
 No
Q:2. How well CRM software and application assist you in having detailed understanding client
need?
 Extremely well
 Quite good
 Moderately well
 To a slight extent
 Not at all well
Q:3. How well do you agree that CRM application provide great assistance to solve your critical
business issues?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q:3 To what extent, CRM implementation improved your business performance?
 To a great extent
 To a moderate extent
 To a little bit extent
Q:4. How well CRM is important or useful for your organization?
 Extremely useful
 Very useful
 Moderately useful
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 Slightly useful
 Not at all important
Q:5. How often do you make CRM data to assess consumer requirement and design new
strategies?
 Very often
 Moderately often
 Slightly often
 Not at all often
Q:6. What problem did you ever faced in your CRM application and execution?
 Lack of talented manpower
 Lack of fund
 Inaccurate and outdated data
 Privacy concerns
 Lack of insight
 Others
Q:7. How well CRM software enable your business to improve consumer satisfaction and
loyalty?
 Extremely well
 Quite good
 Moderately well
 To a slight extent
 Not at all well
Q:8. How extremely you are satisfied or dissatisfied with the use of CRM software?
 Strongly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Not satisfied at all
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