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Customer Relationship Management (CRM) - Assignment
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Added on 2020-05-28
Customer Relationship Management (CRM) - Assignment
Added on 2020-05-28
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Running head: RESEARCH PROPOSALResearch ProposalName of the studentName of the universityAuthor note
1RESEARCH PROPOSALExecutive SummaryThe aim of this report is to discuss about implementation of change management process inLongtau UK. Customer relationship management is about to be implemented in the organizationas the part of the change management process. This proposal discussed about the potentiality andthe issues to be faced by the organization in course of the implementation of the changemanagement process. In accordance to that, various elements are being discussed in thisproposal. In addition, the impact of the customer relationship management is also beingdiscussed in this proposal.
2RESEARCH PROPOSALTable of ContentsIntroduction......................................................................................................................................3Background and problem definition................................................................................................3Objectives........................................................................................................................................4Research question............................................................................................................................4Literature review..............................................................................................................................4Research methodology...................................................................................................................12Research plan.................................................................................................................................16Timeline and cost benefit analysis.................................................................................................17References......................................................................................................................................26
3RESEARCH PROPOSALTopic:Successful implementation of CRM for improving customer service – “A case study ofLongtau Technology”Introduction This study will propose target changes that will have to be implemented for changing themanagement processes in Longtau Technology. Customer relationship management is one of theessential factors for maintaining organizational sustainability. Globalization has increased thelevel of competition in global market so continuous changes will have to be made in order toremain competitive in the market environment. Thus, the study will aim to identify the impact ofCustomer Relationship Management strategy on change management and effectiveness ofchange management in resolving the current issues the organization is going through.Background and problem definition Longtau technology being a Chinese enterprise has been able to enter the Europeanmarket using United Kingdom as the base of their operation. The technological organizations arethe manufacturer and seller of computer network equipments. Moreover, they provide support totheir clients in this specific genre. The organization has been able to expand in most of thecountries in the European Union where they have at least 40 distributors of network. They havebeen selling their products through direct marketing and retailing. They are using customerinteraction to provide the customers with the desired support. The department sin theorganization has their own information system, which provides them with the support. However,in the recent times, the organization is facing issues with customer support, as they are unable toprovide the desired service. There have been occasions where the complaint of the consumers islost and this is the very reason for their decrement in sales and late deliveries of services to the
4RESEARCH PROPOSALconsumers. Thus, the organization has hired an external consultancy for implementing changemanagement into the organizational business model.Objectives To evaluate the factors responsible for causing the customer development issuesTo identify the effective and suitable strategies for improving customer serviceTo recommend suitable strategies appropriate for improving the customer service quality.Research question What are the factors affecting the custome3r services in the organization?What are the change management factors that will have to be implemented?What are the effective factors for improving the customer service?Literature review Importance of change managementFor the contemporary business organizations, change plays an important role inenhancing their business effectiveness. This is due to the reason that, according to some of theauthors, change is always for good causes. Moreover, it is also stated by them that, the currentbusiness scenario is much more challenging for the contemporary business organizations due tothe rapid rate of increase in the competition in the market1. On the other hand, the taste andpreference of the customers are also changing rapidly. Thus, it is important for the contemporary1 Van der Voet, Joris. "The effectiveness and specificity of change management in a public organization:Transformational leadership and a bureaucratic organizational structure."European Management Journal32.3(2014): 373-382.
5RESEARCH PROPOSALbusiness organizations to have the effective process of change management in order toeffectively adapt to the change in the market scenario.However, in initiating an effective process of change management, it is important for thecontemporary business organizations to consider various factors in terms of their internal andexternal environments. This is due to the reason that, for the contemporary businessorganizations, business operations are scattered in various locations. Moreover, in the current earof globalization, every contemporary business organizations are having their market presence indifferent countries and locations2. Thus, it is important for them to implement the process ofchange management according to the market trend and requirement of different countries andtheir market. Braking down the silo effectSilo effect is one of the issued being faced by the business organizations, which limits theinteractions between the internal stakeholders. Thus, the less will be the interactions in theorganizations, the less will be the providence of the effective customer service. Moreover, siloeffect will also create barrier in determining the requirement of the customers. In the case ofLongdau Technology, silo effect lead to the ineffective customer service and customerdissatisfaction. Thus, initiation of the change management process will help to reduce the impactof the silo effect. This is due to the reason that, initiation of the change management will help toequip and train the existing employees along with restructuring the organizational structure inorder to enhance the connectivity among the internal stakeholders. 2 Hechanova, Regina M., and Raquel Cementina-Olpoc. "Transformational leadership, change management, andcommitment to change: A comparison of academic and business organizations."The Asia-Pacific EducationResearcher22.1 (2013): 11-19.
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