Trust in Customer Relationship Management

This essay discusses the role of trust in the customer relationship management. It highlights the advantages of trust in CRM, such as better communication, identification of good customers, and effective handling of consumer information. The essay also emphasizes the importance of trust in sustaining the position of the firm in the marketplace.

Running Head: ESSAY
Trust in Customer relationship management

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Introduction
This essay report discusses the role of trust in the customer relationship management. The
trust in customer relationship management is an imperative business tool that is used by the
firm to attract a huge amount of consumers for purchasing the goods and services of the firm.
It also discusses the advantages of trust in customer relationship management.
Trust in Customer relationship management
Trust in CRM enables the organizations to create superior communication skills as it permits
to choose options by the customers of the company that how they would like to be contacted
and approached. In addition to this, trust in the CRM system increases the possibilities of
getting a positive outcome in the least time and cost (Andy Fred Wali and Gladson Nwokah.
2017).
Furthermore, trust in CRM enables the company to share appropriate information with their
existing employees as it would support to gain the employee retention in the working place.
Instead of this, every department having their individual aim and objectives, everyone knows
their role and working regarding similar goals.
CRM (customer relationship management) known as the process of business used to do
research and gain knowledge regarding requirements of customers and behavior of
purchasing with respect to build up stronger and durable relationship with clients. The long
duration of time and expenditure is involved in the implementation of a CRM system. Apart
from this, it has many advantages and benefits (Pratap Chandra Mandal and Sujoy
Bhattacharya, 2016).
Trust in CRM systems assists the company in the effective identification of good customers.
It could also enable the firm to maintain the customer relationship management of available
consumer. It also facilitates consumer retention greater than before, through the loyalty
program implementation. In addition, it is evaluated that trust in consumer relationship

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management systems could make confident to the firm to effectively deal with issues of the
consumers in the least time and resources. Further, it also supports to keep the repository of
the consumer profile and giving the capability to treat each consumer. Furthermore, it is also
evaluated that trust in CRM is emphasized to determining the needs of the consumer towards
any goods and service as it would be effective for increasing the consumer's satisfaction
level. Trust in customer relationship management is effective to improve in the service
quality of the firm in a limited time. It improved customer services directs to enhance
customer’s loyalty and consistently decrease the customer’s dissatisfaction (Suhail Ahmad
Bhat, and Mushtaq Ahmad Darzi, 2016).
The trust in customer relationship also supports the organization to receive feedback from the
consumer with respect to the products and services.
The purpose of the customer relationship management system is to increase reliability
between a customer and a specific brand. This kind of marketing is also known as database
marketing, customer relationship management, and direct marketing. On the basis of, small-
scale business perception, this approach may support to differentiate the service level of the
company and awareness. It also informs the customer about new products and services and
aware them regarding special promotions (Ankur Srivastava and Dipanjan Kumar Dey,
2016).
Trust in customer relationship management enables the organization to categorize the
consumers who are more valuable to the organization. It would take more time and money
that could support to meet the sales of the organization. Moreover, trust in customer
relationship management enables the organization to address the potential consumers for
marking a positive relationship with them. Moreover, it is also evaluated that organization
should also concentrate on those consumers who are less interested in the products and

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services of organization caused by increasing the productivity of the firm (Vinita Kaura,
2013).
Moreover, communication and customer satisfaction is important to accomplish any specified
task as it could be possible by considering the effective communication tool. In addition, it is
analyzed that businesses address easy and more efficient method to maintain consumer in the
organization for long-term. Moreover, it is evaluated that the organization should use
customer relationship management software to increase the trust of consumers in the
marketplace (Butt, and Smith, and 2016).
Through this technique, the organization would be capable to get higher benefit by attracting
a huge amount of beneficial consumers who make profits for them. It is also examined that
the trust in customer’s management could be developed by using two-way communication
methods. Further, an organization could use the promotional incentives and perks support to
appreciate the consumer for using the products and services of the company. Further, once
the organization is successful to make trust in the customer relationship management then
they would be capable to get valid outcome (Kontis, et al., 2016).
Moreover, it is evaluated that marketing is an effective technique for promoting goods and
services in a limited time. This approach is imperative for differentiating the services of
products and services. It could increase the awareness of goods and services among
consumers. The cost is another factor that could also impact on customer relationship
management. The direct marketing method could be a more expensive technique for
promoting the products and services (Isakov, et al., 2016).
Moreover, it is evaluated the direct marketing could also take more time than the other
method hence it can be said that higher level of personalization could take more time that
could negatively impact on the growth of the organization. It might be complicated to
determine what type of consumer data to be captured and gathered. It is also analyzed that

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organization should use training and development method to train their employees in making
a reliable decision with respect to the current research matter (Weber, et al., 2016).
In addition, it is also examined that security issues could be a major concern for the firm to
obtain a reliable outcome. It is also examined that the trust of the company towards the
customer relationship management activity could force the firm to manage the difficult
activity of consumers and develop the relationship with the consumers. The protection of
information could be effective for the business as it facilities to get a valid and reliable result.
Moreover, the organization could determine the expectation of the consumers towards goods
and services for increasing the productivity of the firm (Homburg, et al., 2017).
Trust could be an important factor in sustaining the position of the firm in the marketplace. It
enables the organization to build a reliable relationship between consumers and brand. It is
also evaluated that reliable relationship could facilitate the organization to share the
information on the front of the employees without any hesitation as it would be effective to
develop the positive atmosphere at the working place. If the trust of the organization is
broken then it could negatively impact on their productivity (Peppers and Rogers, 2016).
As well as, it is also analyzed that if an organization is failed to get profit from the customer
relationship management then their trust will be broken and they never be believed in the
customer relationship management. It is also determined that the trust could also be
imperative in the accomplishment of the organizational goal. Moreover, it is examined that
consumer take trust if they get positive responses with respect to the current matter. In
addition, it is also illustrated that trust facilitates firm to accomplish the task together with
maintaining the productivity of the firm. It is also examined that effective handling of
consumer information is effective for gaining trust and keeping loyalty at least time and cost
(Hwang and Seo, 2016).
Conclusion

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From the above interpretation, it can be summarized that trust in the customer relationship
management could facilitate the organization to make transparent policy for the consumers. It
can also be concluded that trust in CRM could also lead to getting higher success by
increasing the sale of the company. It can also be summarized that there are certain
advantages that could be obtained by effective practices of the customer relationship
management like lower cost, higher productivity, and time-saving. Moreover, it can also be
examined that broken in the trust could negatively impact on the organization growth.

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