Customer Relationship Management Systems

This assignment delves into the crucial topic of Customer Relationship Management (CRM) systems. It explores various aspects, including the alignment of software applications with business objectives, revenue management strategies, and the role of CRM in customer knowledge creation. The analysis also examines the influence of business strategy on project portfolio management within the context of CRM implementation. The assignment emphasizes practical insights and real-world examples from diverse industries to provide a comprehensive understanding of CRM's significance in today's business landscape.

RESEARCH SKILLS
AND PROJECT
MANAGEMENT

Table of Contents
INTRODUCTION AND BACKGROUND...................................................................................3
Overview to business situation....................................................................................................3
Rationale of the research..............................................................................................................3
Aim..............................................................................................................................................3
Objective......................................................................................................................................3
Research Questions......................................................................................................................4
Significance of research ..............................................................................................................4
Scope of the Research..................................................................................................................4
Conceptual framework analysis...................................................................................................5
Structure of research....................................................................................................................6
LITERATURE REVIEW................................................................................................................6
METHODOLOGY (1500).............................................................................................................10
Research approach and design...................................................................................................10
Sampling technique....................................................................................................................10
Research tools............................................................................................................................10
Justification to qualitative approach..........................................................................................10
Data collection method..............................................................................................................10
Validity and reliability...............................................................................................................10
Ethics and confidentiality..........................................................................................................10
Demographic profile of respondents..........................................................................................10
PROJECT PLAN (500)..................................................................................................................10
REFERENCES..............................................................................................................................10
Illustration Index
Illustration 1: Network Diagram....................................................................................................17
Illustration 2: Gantt Chart..............................................................................................................18

INTRODUCTION AND BACKGROUND
Overview to business situation
Next PLC is multinational British clothing company selling its services across the globe.
The business deals in various types of Apparels and services its services online and offline. It has
been analysed that the company do not have appropriate customer relationship management due
to which the enterprise lacks in connecting with its potential consumers. The lacking consumer
management system impacts the secures of entity as Next is unable to determine and solve
consumer queries. The internal management for the firm is systematic and have smooth flow of
business operation by the external interaction on management with is buyers is poor due to
which it has become necessary for the entity to implement customer relationship management
software.
Rationale of the research
The principle behind this research is to make a plan for implementing CRM software in
Next Plc in order to establish effectiveness and efficiency in communication with buyers.
Further, it is important for the scholar to determine the use, importance and effects of software
before implementing it in an organisation. In addition, it is necessary for the researcher to
develop a clear and accurate understanding over the customer relationship management software
in order to analyse its positive and negative impacts on the company (Customer relationship
management (CRM), 2017). Thus, it will assist the researcher in improving its present
knowledge regarding the software, research and project plan for Next Plc.
Aim
The aim can be framed in the following manner:
“To implement CRM solution software in the business and analyse its relationship with
profitability in retail industry: A study on Next Plc”
Objective
Based on the stated aim, following objectives can be formulated:
 To analyse the benefits of installation of CRM solution software in Next
 To assess the impact of CRM solution software on profitability of Next.
 To recommend on installation of CRM solution software in Next.
Research Questions
 What are the benefits of installation of CRM solution software in Next?

 What are the impacts of CRM solution software on profitability of Next?
 What can be recommended on installation of CRM solution software in Next?
Significance of research
Managing customer relationship act as tonic for the organisation as it assist the management in
determining the needs and wants of byers according to changing trends of market. According to
situation it is important to analyse the effects of CRM software in Next plc which will assist the
firm in managing it consumers. Further, the research will assist in analysing the importance and
benefits of implementing CRM software in an enterprise. The scholar will focus on making
recommendation and formulating effective strategies of implementing software within the
organisation. The importance of conducting this research are as follows:
 To manage risk and uncertainties of CRM software: There are various risk involved with the
plan of implementing CRM in Next, as it the technological process which establishes a
interacting with consumers. The research will assist in making easy adopting process for the
software in easiest and simplest mode.
 Documentation: The research will assist in identifying the documentation process involved in
the CRM software, because it is important to analyse the resources required to managing
effective implementation of the software.
Scope of the Research
The scope of research is deep and wide as it will aid in identifying the effective process
of implementing customer relation management software and the risk involved with the
software. It will assist the scholar in determining various ways of improving relationship and
interaction with consumers. Moreover, it will analyse the areas in which the Next Plc lacks
connection with its buyers such as, analysis of taste and preferences, determination of needs and
wants, resolving queries etc. The study will also focus recommendation for installation which
will help in identifying the risk involved in the process in order to manage them.
Limitation of the study
There are several limitations in the study which will come across at the time of seeking
information regarding Customer relationship management software. In cases of technology there
are very fewer chances when the researcher collect appropriate and accurate information as the
changes in the technology and its process are uncertain and changes with the market requirement
and trends (Pai and Tu, 2011.). The biggest hindrance is the time and cost which is involved in

research because when researching it is important for the scholar to make investment in order to
reach appropriate results to make solution and recommendation. Moreover, when researching
about technology it demands paid access to some authentic websites which is the costly process
and make research process expensive. Apart from this when accessing authentic information than
it becomes more difficult to make choose and analyse the information which can be beneficial
for the research but at the same time it is time consuming process. Henceforth, the major barrier
for the scholar is when the individual make differentiation between recommendation and
solutions from the collected information.
Conceptual framework analysis
It is the most crucial aspect of the research and study as it assist the scholar in
developing a clear understanding over the research process, strategy and collection and analysis
of data. Further, the framework will assist in making detailed evaluation over customer
relationship management software. The aim and objective of the study will explore the
information in various aspect which will assist the Next Plc in making successful implementation
of software. Moreover, the study will help in establishing effectiveness in software by
determining the resource required for the software, expertise and knowledge require to have
systematic access of CRM in order to make effective communication with buyers (Ehret, 2014).
The research tool which will be used by scholar in study are described under:
 Research philosophy: There are two types of research philosophy that is positivism and
interpretivism but in this the study the individual will make use of interpretivism as it
assist the person ion developing understanding of topic in theoretical aspects.
 Research Design: There are various types of Research design such as, experimental,
descriptive, semi experimental and co relations. Every aspect is beneficial for different
types of studies therefore in this the research the scholar will make use of descriptive
research design as it assist the individual in collecting and formulation solution and
recommendation the basis of already available information (Geerts, 2011). In this design
the scholar directly relate information of software with the aims and objectives which are
focused on implementing it in Next plc.
 Research Approach: There are two types of research approaches that is inductive and
deductive. Inductive researches help in generation of new theories and exploring the new
phenomenon on the stated aim of the research while In this study the researcher will

make use of deductive approach as it will assist the individual in gathering appropriate
information regarding Customer relationship management software.
 Research type: Research is of two type qualitative and quantitative, in this study the
scholar will make use of qualitative research type as it assist the person in drawing
accurate and reliable conclusion (Meskendahl, 2010). Moreover, it draws easy and
accurate information which turns analysis process simpler for researcher.
 Data analysis: It is the evaluation of information in which it comprises all the aspects of
information like the positive and negative impact of customer relationship management
software, its importance and concepts (Miller, Birch and Jessop eds., 2012). Thus, in this
study the researcher will use of thematic analysis for analysing collected information
form various sources.
Structure of research
Structuring research is the most important part as it assist in making systematic flow of
information and analysis of entire process. It assists in removing the chance of leaving loopholes
and aids in drawing appropriate and accurate, solution, recommendation and conclusion. The
structure of research is as follows:
Introduction: It provides the complete idea of the research topic and process. Moreover,
it makes overview of the topic that is Customer relationship management software in Next Plc,
the British multinational clothing company.
Literature Review: It is the secondary data which assist the researcher in formulating
results and recommendation. It is based on the topic which is being studied and implemented
like, the implementation of CRM. Thus, the information in LR is collected through, news[parer,
articles, magazines, official websites, books, blogs, journals etc. that is from all the secondary
sources. Secondary researcher the data or information that has already been collected by another
researcher or scholar is used.
Research Methodology: It involves the discussion of tools of research which will assist
the researcher in conducting systematic study which comprise research design, approach,
strategy, type etc.
Project plan: It will comprise the network diagram and Gantt chart which will
demonstrate the installation process of customer relationship management software within Next
Plc.

LITERATURE REVIEW
According to Kumar, 2010, the customer relationship management software is the
technological system which assist the firm in establishing effective communication with the
consumers in order to analyse their needs and wants according to changing market trends. This
software is beneficial for the company as it helps in improving business consumer relationship
which helps in dealing with customer queries and problems which helps the company in driving
sales growth, maximizing profits and generating revenue. In this software the information of
consumer is recorded in one data base which provides the easiest to manage all the consumer
details. Further, with the help of this process the company is easily able to determine its potential
consumers and their needs and wants. Further, it connects the company with its buyers through
emails, social media, phone calls, messages etc. Whereas, Lin, Chen and Kuan-Shun Chiu, 2010
has stated that it is the software which assist the organisation in determining its potential
consumers which is very important for driving sales and generating revenue. It is the system
which make accurate record of buyers in one data base which provides time to time alters and
assist the firm in making easy flow of work (Customer relationship management (CRM), 2017).
The implementation of the Customer relationship management system ultimately results growth
of enterprise and increase in consumer base. Moreover, it is known for sales force automation,
market, contact centre automation and assist the entity in serving location based services. In
addition, it is the software which provides proper security, control and administration over
consumer data. Implementing CRM in an organisation is the beneficial plan for a firm which is
planning to for change in order to maximize profits.
As per the views of Ernst, Hoyer and Krieger, 2011 CRM has it owns pros and cons like
it helps the firm in increasing relationship with its buyers on the other hand it is a costly process.
The system assist in increasing sales and generative revenue while it is not possible for small
enterprises to implement CRM software. Further, it is the best technological tools which helps
the business in reducing sales cycle but with this it requires appropriate maintenance and regular
updation of necessary information, without input of information the system is useless. Apart
from this, it is beneficial in determining and making use of communication channels. Further, it
is most appropriate tool which helps in maintaining detailed profile of potential buyers whereas
on the other hand the system is difficult to merge and integrate with Management information
system. However according to Khodakarami and Chan, 2014, it helps the company in seeking for

new selling opportunities which are profitable for the growth and development of an
organisation. It aids in providing better buyer experience in short period of time but at the same
time it increases the training cost for an enterprise as it demands expert technologist to manage
its functioning. In addition, the author has stated that the customer relationship management
system flows in a cycle which comprises, marketing and fulfilment, buyer services and support,
retention and loyalty, store field and front service and sales which can be Tele, cross and up sell.
Apparently, as per the views of Zablah, Bellenger and Johnston, 2014, it is important for the
entities to implement CRM software in the management system as it helps in establishing
effective communication which is the major source for analysing buyers requirement. Moreover,
it comprises tall view of firm which provides a clear view over potential buyers of company. It is
the system which assist the management in saving time in correlating and searching for
consumers as it keeps an appropriate record of consumers and their needs and wants according to
changing market trends. In contrast, it maintains the detailed record of every bit of buyers
information which makes easy tract to customer requirement. Tracking consumer requirement
assist the business in analysing the probability of companies products and services. In CRM
Software the consumers are grouped together according to their taste and preferences which
makes easy differentiation between potential and normal buyers of the company. With the help
of this management the firm is able to determine the need of products separately. Moreover, this
the aids the management in concentrate on its buyers separately which decreases the chance of
loopholes and shortcomings. With regards to strong consumer base, it is the system which helps
ins satisfying the needs and wants of old consumers and assist in acquiring new consumer by
launching new and innovative products as the changing market trends. The CRM software is the
biggest growth opportunity for the company and its services. It is the process which is cost
effective and assist the business in connecting with buyers on regular basis. In addition, to this its
is the effective process because it reduces the manual and paper work and turns all the deals into
winning deals. In this the record of consumer is maintained with the help of fingertips which
decreases the time of productivity and processing of detailed information.
According to Akroush, Dahiyat and Abu-Lail, 2011, its is best of analysing and
consumers need and wants and then satisfying them which aids in maximizing profits and
generating revenue. The implementation of the system ultimately results growth of enterprise
and increase in consumer base. The soft ware allows focusing on potential buyers and its is the

perfect solution of the company which helps in reaching all types of buyers of an entity. In
contrast, Hendler and Hendler, 2014, has stated that it manages all the consumer related activities
of an organisation like, marketing, sales, productivity and automation. Furthermore, The
Customer relationship management software works in step by step process where it first gains
the trust and commitment of an organisation which requires companies efficient talented and
expertise employees because initially it demands vital acceptance in all the units of business.
Moreover, for gaining wide commitment it comprises, top down commitment of management,
Bottom buy in from system users, allocation of budget to make process cost effective and
complete dedication of project team. In step two, the company prepare a CRM team which is the
most crucial and critical part. The team comprises the representative members from top level
management of an enterprise and then it needs marketing, information technology, finance and
sales expertise and talented workers. Thus, all these experts understands the needs and wants of
consumers and are aware about the changing marketing trends. In step three, the CRM software
demands business need analysis where the firm access its current process of connecting with
buyers and determines that what is exactly needs to be automated. In fourth step of CRM
software, the organisation frames a plan of action where it draws the blue print of companies
relation ship management system and then frames a action plan to overcome the loopholes of
current system. In step five, the company makes selection of consumer relationship management
software according to current technological advancements. Lastly the implementation and
installation of plan of software where in phase 1 the management focuses on analysing the
specification of relationship management system. In phase 2, project is planned and
administered. Further, in Phase three the CRM software is configured and customized to analyse
the diversity of business operations to which is required to meet the requirement. In phase 4 the
software is tested and reworked and quality assurance testing is done and lastly the software is
being implemented.
In accordance Hart, 2016, has stated that when implementing Customer relationship
management software in organisation the company need appropriate space and a technical staff
to keep a check over its processing. Moreover, it is important for the company to look after the
employees and their effective participation with the process. When implementing software the
duty if management is to keep a check over the up gradation which demonstrate the changing
needs and wants of consumers. Apart from this, the implementation process of the CRM system

demands a systematic flow and a comparison with current system followed by an enterprise to
manage its consumer relationship. Mishra and Mishra, 2017, has stated that maintaining relation
with consumers is a philosophy and not a technological thing, therefore the software demands an
effective involvement of management and consumers in the process of CRM system. Further, in
this the firm need to develop strategy and need to select technology according to the requirement
of business. In addition, it is focused on identification of products which are easily accepted by
consumers. The ultimate purpose of company for implementing CRM in organisation is to create
value of its products ad services and serve consumer satisfactory services for long term. It is the
process of stabilising the brand image in order to earn profits and generate revenue. Apparently it
is the process of generating alternative solution for products and services in accordance to needs
and wants of buyers. Thus, implementing Customer relationship management software in
organisation assist the firm in attaining competitive advantage against the rivalries for their
similar goods and services. Moreover, with the help of this software many enterprises has turned
leading and have strong consumer base and large market share. Hence, implementation of CRM
software provides, measurable and tangible return on investment, assist in calculating real profits
of the business and enables the firm in accurate budgeting which is further beneficial in making
optimum utilisation of resources by minimizing waste.
METHODOLOGY (1500)
Research approach and philosophy
There are two types of philosophies that are available. These are, interpretivism and
positivism. The most important aspect of any research is to understand the issue and provide
solution based on it. Justification to the issue and solution is also considered as an important
aspect of any study.
Positivism approach is considered to be a well-structured approach. It helps in
discovering the regularities in the pattern. The prediction to the data can be performed by
analysing the historical regularities and irregularities in the pattern further explaining the
relationships between the two as well. This approach of research relies on the scientific
evidences in order to perform revelation on the truth on which society hold its functions.
Interpretivism approach is opposite of positivism approach which includes using
qualitative approach to research and analyse the data set. It can be in the form of unstructured
interview, observation of the participation and other qualitative method of data collection. There

is no prespecified approach of dependent and independent variables. The main focus of the
scholar relies on thorough analysing every bit of the issue and reaching to an effective
conclusion based on the first-hand research conducted for the study.
In the present research, which aims at, implement CRM solution software in the business
and analyse its relationship with profitability in retail industry, interpretivism approach of the
research will be used. It will help the researcher to analyse the importance of installation of CRM
solution software. Moreover, its direct impact on profitability can be assessed with the help of
interpretivism approach used in the research. It will help in making detailed analysis of
participants and their viewpoint in subjective context.
Inductive researches help in generation of new theories and exploring the new
phenomenon on the stated aim of the research. However, on the other hand, deductive
approaches use hypothesis and uses appropriate tests to reach to a specific conclusion.
Qualitative studies commonly opt for the former practice and later stated approach is preferable
in quantitative type of studies. Hence, in the present research, inductive approach will be used to
analyse the formulated aim of the research. It will help in reaching to an effective conclusion by
primary set of data that will be collected by the scholar.
Research design
Research design is considered as one of the important aspect of any research. It is one of
the major part of research methodology. It helps in setting different elements of the research
logically (Geerts, 2011). There are various types of research design, such as, descriptive design,
analytical design, exploratory design, case study design and cross-sectional design.
Descriptive design helps in thoroughly analysing all the important aspects of the research
which helps in delivering deeper insight to the targeted phenomenon. Analytical design helps in
analysing the issue considering all the aspects. Exploratory design is related to exploring the
issue so that it can be solved in the most appropriate manner. Case study design is related to
investigating the deeper insight where the case is related to particular company or group of
companies.
The present research is related to examining the Customer relationship management issue
prevailing in the organization and giving the most appropriate solution by installing CRM
solution software in the organization. To fulfil this requirement, exploratory research design will

be used in the present research. It will help in analysing all the important aspect related to CRM
and draw a result based on it.
Sampling technique
Sample is a subset to the population. The main aim of the research is to implement CRM
solution software in the business and analyse its relationship with profitability in retail industry.
The sample is drawn by the researcher with the help of systematic process (Meskendahl, 2010).
It is important that sample of the data has been appropriately chosen so that it can help in
drawing out effective results. In the present study, in order to analyse the customer issues and
analyse the requirement of CRM solution software, it is important to have a sample of customers
only. They are the best people which can help in analysing that what issues are being faced by
them while dealing in next. Hence, the first sample will be of 50 customers of Next. The other
section of the aim is to analyse the impact of CRM solution software on profitability of the
company. In order to analyse this aspect of the research, it is important to analyse the data that is
being collected from the managers. Hence, a sample of 10 managers will also be chosen for the
present research.
Research tools
There are various tools that are used in conducting the research. Use of appropriate
research tools help in inferring to the experimental research being performed by the researcher
through the primary research. Hence, to receive the dataset of first sample, that is of customers,
questionnaire format will be undertaken. However, in order to get the data set of other samples,
that is of managers, interview format will be initiated. It will help in receiving detailed analysis
of the answers being received from customers and managers. It will also help in achieving the
aim and objectives of the researcher in the well-defined manner.
These two formats are the most effective format for conducting qualitative research.
These are the cheapest source of data collection and helps in collecting adequate amount of data
that is required to fulfil the requirement of the research.
Justification to qualitative approach
Here are two types of research that can be conducted by the researcher. These are,
qualitative research and quantitative research. Quantitative research helps in reaching to the
results with the help of statistical tool. It is a numerical and measurable format of analysing the
data. However, the main limitation of this type of research is that a researcher who is not from

statistical background may not be able to analyse the data effectively (Miller Birch, and Jessop,
eds., 2012). However, in case of qualitative research, the analysis of data is quite explanatory in
nature. It helps in ensuring that in-depth knowledge regarding the stated subject is collected by
the researcher. Hence, qualitative method will be used by the researcher in order to give justice
to the aim that has been framed for the research.
Data collection method
There are two types of data collected methods that can be used by the researcher. These
are, primary research and secondary research. In the primary type of research, first hand data is
collected by the researcher. However, in case of secondary researcher the data or information
that has already been collected by another researcher or scholar is used. In the present research,
both primary and secondary type of information is used to collect and analyse the data so that an
effective conclusive statement can be drawn out from the formulated aim (Vujaklija, Hren and
Marušić, 2010). Primary data will be collected by the researcher through open ended and closed
ended questionnaire. The data will be collected from managers and customers. However, in case
of secondary information, data will be collected through books, journals, blog posts, online
websites, etc. It will help in reaching to concrete and expressive results and hence will be able to
fulfil the requirements of the aim in a well-defined manner.
Validity and reliability
It is important that the data that has been gathered is valid enough so that it can help in
reaching to reliable results. In the present research data has been collected with the help of
interview and survey. Since, it is a first-hand data, it is valid enough and reliable as well. The
researcher will take care of all the important aspects while collecting data and researching to any
conclusive statement. Collection of data through only secondary sources may not be reliable as it
can be obsolete and hence not effective on the present world. Therefore, all the research
techniques have been effectively designed so that it can help in reaching to an effective result
which are valid as well as reliable enough to be applied on the population from which the sample
has been drawn.
Ethical consideration
It is important that the researcher opt for all the ethics; Some of the important ethical
consideration aspect that will be considered by the researcher are as follows:

Prior Approval: It is important that prior information is taken from the people from whom
data will be collected by the researcher. It ensures that the purpose of the research is effectively
communicated to the respondents and as per their suitability visit will be planned by the scholar.
Plagiarism and citation work: It is important for the researcher to follow the guidelines
that have been issued by the government. In that case, all the secondary data being extracted
from the various sources is effectively paraphrased so that it does not come under the periphery
of plagiarism. Moreover, if any data has been used, it will be properly cited by the researcher. It
ensures giving credit to the one who deserves the same.
Restricted Access: There are certain website which requires prior permission from the
researcher so as to gather data from it. In that case, a formal mail will be sent to the researcher
and only after due approval, secondary data will be collected from the website.
PROJECT PLAN (500)
There are various activities that are required to be performed while initiating a new project
in the company. Since, the project proposal is regarding installation of CRM solution software in
the Next, it is important for the project manager to plan the project in a well-defined manner. It
will help in ensuring that so that all the important aspect of the project is covered effectively. It
will also help in dividing the total number of days in such a manner that the project will be
completed in adequate amount of duration. To ascertain critical path of the project and analyse
the time that will be required to compete the tasks involved in installation, a plan has been
prepared below. It will help in ascertaining that how much time will be required to perform each
task of the project.
sk Mode Task Name Duration Start Finish Predecessors
Manually
Schedule
d
Next Plc
Manually
Schedule
d
Initiation phase 1 day 12/26/2017 12/26/2017
Manually
Schedule
d
Ascertainment of goals
and objectives 4 days 12/27/2017 1/1/2018 2
Manually
Schedule
d
Assessing possible risks 5 days 1/1/2018 1/5/2018 3

Manually
Schedule
d
Ascertaining stakeholder's
risks 2 days 1/8/2018 1/9/2018 4
Manually
Schedule
d
Documentation 3 days 1/1/2018 1/3/2018 3
Manually
Schedule
d
Generation of
communication plan 4 days 1/10/2018 1/15/2018 5
Manually
Schedule
d
Planning phase
Manually
Schedule
d
Setting operational goals 11 days 1/16/2018 1/30/2018 7
Manually
Schedule
d
Identifying requirement
of resources 10 days 1/10/2018 1/23/2018 5
Manually
Schedule
d
managing risks 5 days 12/27/2017 1/2/2018 2
Manually
Schedule
d
Execution phase
Manually
Schedule
d
Collection of funds 16 days 1/31/2018 2/21/2018 9
Manually
Schedule
d
Training and development
programme 9 days 1/3/2018 1/15/2018 11
Manually
Schedule
d
Installation of CRM
software 13 days 1/16/2018 2/1/2018 14
Manually
Schedule
d
Monitoring and
controlling phase
Manually
Schedule
d
Reporting 4 days 2/2/2018 2/7/2018 15
Manually
Schedule
d
Meetings 3 days 1/3/2018 1/5/2018 11
Manually
Schedule
Variance Analysis 5 days 1/24/2018 1/30/2018 10

d
Manually
Schedule
d
Taking corrective actions 4 days 2/8/2018 2/13/2018 17
Manually
Schedule
d
Closure phase
Manually
Schedule
d
Contract closure 7 days 1/31/2018 2/8/2018 19
Manually
Schedule
d
Completion of paper
work 10 days 2/14/2018 2/27/2018 20
Manually
Schedule
d
Reviewing projectand
final submission 3 days 2/28/2018 3/2/2018 23

Illustration 1: Network Diagram

Illustration 2: Gantt Chart
Based on the above Gantt chart, it can be analysed that a minimum of 126 days will be
required to effectively perform all the tasks of the project.

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