University of Salford OaIM: CC Music Consultancy Report

This report presents a comprehensive case study of CC Music, a consultancy report for the University of Salford's Operations and Information Management module. The report begins with business process models, including 'As-Is' and 'To-Be' diagrams, followed by a strategic analysis of CC Music, employing a SWOT analysis to identify strengths, weaknesses, opportunities, and threats. The study then delves into open-source software solutions, comparing Suite CRM, Vtiger CRM, YetiForce, and HubSpot, ultimately recommending Vtiger CRM. The report emphasizes the importance of information technology and customer relationship management (CRM) for CC Music, aiming to improve customer management and business processes. The analysis includes a personal reflection on the contributions to the online discussion, demonstrating a deep understanding of CRM and its practical application within the context of the case study. The report is a valuable resource for students studying business development and information management.

Running head: CC MUSIC CASE STUDY
CC Music Case Study
Name of the Student
Name of the University
Author’s Note:

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Abstract
The main aim of this report is to understand about the case study of CC Music. The
importance of information technology and other details related to IT implementation is
provided in the report. The software solution of customer relationship management or CRM
is suggested for the organization of CC Music, so that they are able to deal with different
complexities related to customer management properly and also gain maximum advantages
easily. An open source software solution of CRM, Vtiger CRM is suggested for them.

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Table of Contents
Part A: 2 Business Process Models and Strategic Analysis.......................................................3
1. Business Process Models...................................................................................................3
2. Strategic Analysis of CC Music.........................................................................................4
Part B: Open Source Software Comparison Table.....................................................................8
Part D: Personal Reflection on the Contributions to this Online Discussion...........................11
References................................................................................................................................12

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Part A: 2 Business Process Models and Strategic Analysis
1. Business Process Models
As-Is Business Process Model for CC Music
Figure 1: As-Is Diagram
(Source: Created by the Author in MS Visio)
To-Be Business Model

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Figure 2: To-Be Diagram
(Source: Created by the Author in MS Visio)
2. Strategic Analysis of CC Music
Chris and Clive are two former music technology and music teachers. They have
always managed all features of their respective band, such as studio works, television as well
as radio programs and playing at the events (Dutta, Geiger and Lanvin 2015). A Northern
Soul band will be touring around the areas of North West of England and would now become
focused. Both of them are completely aware of the fact that starting of this particular agency
will need a proper business approach towards overall management of the business. For this
purpose, they have selected two typical software of customer relationship management or
CRM and enterprise resource management or ERM (Schwalbe 2015). Strategic analysis is

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considered as one of the most significant and important procedure, which includes
researching the organizational business environment within which it is operating. This
strategic analysis is extremely important for formulating the strategic planning for better
decision making as well as smoother process of the company. The companies would conduct
a strategic analysis that would be responsible for helping them in determining the areas
requiring improvement and the areas that are already doing well (Nyadzayo and Khajehzadeh
2016). A proper strategic analysis for CC Music is provided below with SWOT analysis:
i) Strengths: The first strength is that CC Music would be getting both Chris and
Clive as the members, since they had been music teachers for long time. Moreover, with their
subsequent theoretical knowledge for performing arts as well as music, would be terming as
extremely vital and significant for the new business venture (Bhat and Darzi 2016). The prior
experience would provide major support to the business and hence they would be highly
benefitted under every circumstance. They have gained local popularity for the business and
have also remained functional for their customers. Moreover, it mainly tours around North
West of England, which gives them the opportunity to get maximum number of audience and
customers without much complexity.
ii) Weaknesses: In spite of having several distinct and important strengths, there are
few weaknesses that are needed to be eradicated on time and these might be responsible for
affecting their businesses to a high level (Hassan et al. 2015). Both the music teachers, Clive
and Chris do not comprise of subsequent knowledge regarding this specific business
approach, planned by them. They are not at all aware about such distinct business
technologies, which might be appropriate for the requirements of the agency. Lack of
presence of professionals in the business is the next vital and significant weakness that might
be extremely vulnerable for the organization. Moreover, the organizational members do not
have major support from different financial resources and hence due to lack of sufficient

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sponsors, the future approaches and planning of the business might be affected majorly and
the organization of CC Music might be in major losses (Baran and Galka 2016).
iii) Threats: The third distinct and important factor for the SWOT analysis is threats
for CC Music. One of the major and the most significant threat the company comprises of its
threat of new entrants in the industry. As there are various music companies, it could be
extremely vulnerable for CC Music and hence these new entrants can take the subsequent
benefit of the incompetent marketing and information management systems of the
organization. Moreover, several organizations and platforms provide free accessibility to
music or any similar entertainment (Soltani and Navimipour 2016). As a result, the customers
might not decide to take services from this particular organization of CC Music and the
business might be in huge loss. Furthermore, as Clive and Chris do not comprise of any
proper and detailed knowledge of business approach, they might not be able to provide
utmost and updated solutions to the marketing issues and problems and hence the business
might be negatively affected.
iv) Opportunities: Apart from the strengths, weaknesses and threats, CC Music even
comprises of some of the most significant opportunities in their business. After checking the
strengths and weaknesses, it is being observed that Clive and Chris do not have any detailed
understanding about a specific business approach and customer management. As a result,
they would be highly benefitted if they would consider CRM or customer relationship
management in their business (Badwan et al. 2017). CRM is the most significant approach
for management of the organizational interactions with their potential as well as existing
customers without much complexity and issue. It eventually utilizes subsequent data analysis
process regarding history of the customers with an organization for the core purpose of
improving business relationships with the customers, mainly for emphasizing on the customer
retention and then driving growth of sales.

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One of the most significant and important aspects of this specific approach for the
customer relationship management would be few significant CRM systems, which can
compile the data from a subsequent series of different communication channels, after addition
of organizational web site, telephones, electronic mails, marketing materials and even social
media. With the help of customer relationship management software, they would be able to
include major innovation and creativity, in terms of customer management subsequently
(Navimipour and Soltani 2016). As a result, they would be able to follow up with customers
as well as different event companies and hence reduce the overall expenses that are
associated with inventory management. These opportunities would be responsible for
providing new features and advantages to the organization of CC Music to a high level.

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Part B: Open Source Software Comparison Table
There are different open source software solutions present for the organization of CC
Music. The customer relationship management software would help them in reducing the
complexities and issues related to business or customer management to a high level (Dutta,
Geiger and Lanvin 2015). The open source software is the significant kind of the computer
software, where the source codes would be released under the licenses and the copyright
holder would be granting these users to use as well as distribute the respective software for
any significant purpose. A suitable and proper comparison of 4 solutions of open source
software of CRM for CC Music is provided below with its features:
Comparison Attributes Suite CRM Vtiger CRM YetiForce HubSpot
CRM
Up gradation costs (per
month)
0 dollar 0 dollar 0 dollar 15 dollars per
user
Customer Support in Free
Plan
NA NA NA Email,
chatting
Users in the Free Version Unlimited Unlimited Unlimited 2
Email Automation Yes Yes Yes Yes
Social Media Management No Yes Yes Yes
Table 1: Comparison between 4 Open Source Software Solutions of CRM for CC Music
(Source: Created by the Author in MS Word)
The main features of these above mentioned 4 open source software solutions are
provided in the following paragraphs:
i) Suite CRM: This particular CRM software solution is appropriate for businesses for
any type and it enables the users to control different customer interactions within the teams of

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customer services, marketing and sales (Bhat and Darzi 2016). It offers different solutions for
the start-ups, enterprises and smaller businesses; hence making it highly suitable for the
businesses of any size or type. The features of contact management, billing and project
management are helpful for finance, sales and marketing. However, the free version does not
include any type of agents based customer support.
ii) Vtiger CRM: This particular software works well for the smaller business and
could be easily implemented either on premises or over the cloud. The respective free version
involves contact management, customer support modules, sales automation and marketing
automation. However, the email templates of this software are outdated and require up
gradation.
iii) YetiForce: This particular open source CRM software is suitable for all types of
businesses and it comprises of the highest recommended rating on the list (Baran and Galka
2016). It is helpful for the businesses to manage different leads, store contacts, send different
email campaigns as well as control customer interaction. However, the GitHub repository is
not at all effective for the business and might get issues related to product documentation or
tracking meetings for the users.
iv) HubSpot: It is a popular cloud based CRM solution for any type of small business
and the free version helps to include email scheduling, meeting management, contact
management and live chatting. Contact activity tracking is the major advantage of this
software solution and the most significant products of this software include Marketing Hub,
Sales Hub and Services Hub. However, the contact management function requires
improvement for the users.
After analysing the four above mentioned open source CRM solutions, it is observed
that Vtiger CRM would be the most appropriate for CC Music. The highlight of this version

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is its Microsoft Outlook plug in that enables the users in sending different emails and then
sync the calendars with Outlook; hence they would be highly benefitted, as compared to the
rest.

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Part D: Personal Reflection on the Contributions to this Online Discussion
I have been a significant part of this report. Before starting the work, I decided to
complete my research on customer relationship management. For this purpose, I had to go
through several scholarly articles, such as journals, conference papers and books and then
completed the analysis with subsequent analysis. I researched about the organization of CC
Music and read the case study properly, so that it becomes easier for me to provide proper
solutions to every part of this report. The first part of the report was to complete two business
process diagrams, As Is and To Be. The As Is business process model diagram provides
knowledge about the current or existing business process of CC Music.
The To Be business process model diagram provides knowledge about the suggested
change in the business. I have suggested the software solution of customer relationship
management for the business. The second part is to compare 4 different types of open source
software solutions of CRM. I have selected Suite CRM, Vtiger CRM, YetiForce and
HubSpot. After proper analysis and comparison between these software solutions, I have
suggested Vtiger CRM software solution for CC Music. The costs are lower and complexity
is almost absent in the software. The third part is a report, in which I have highlighted
different recommendations for the organization related to the customer relationship
management software implementation. The current situation of CC Music is also explained in
this part, so that it becomes quite easier for me to get proper results related to CRM.

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References
Badwan, J.J., Al Shobaki, M.J., Naser, S.S.A. and Amuna, Y.M.A., 2017. Adopting
technology for customer relationship management in higher educational institutions.
Baran, R.J. and Galka, R.J., 2016. Customer Relationship Management: the foundation of
contemporary marketing strategy. Taylor & Francis.
Bhat, S.A. and Darzi, M.A., 2016. Customer relationship management. International Journal
of Bank Marketing.
Dutta, S., Geiger, T. and Lanvin, B., 2015. The global information technology report 2015.
In World Economic Forum (Vol. 1, No. 1, pp. P80-85).
Hassan, R.S., Nawaz, A., Lashari, M.N. and Zafar, F., 2015. Effect of customer relationship
management on customer satisfaction. Procedia economics and finance, 23(1), pp.563-567.
Navimipour, N.J. and Soltani, Z., 2016. The impact of cost, technology acceptance and
employees' satisfaction on the effectiveness of the electronic customer relationship
management systems. Computers in Human Behavior, 55, pp.1052-1066.
Nyadzayo, M.W. and Khajehzadeh, S., 2016. The antecedents of customer loyalty: A
moderated mediation model of customer relationship management quality and brand image.
Journal of Retailing and Consumer Services, 30, pp.262-270.
Schwalbe, K., 2015. Information technology project management. Cengage Learning.
Soltani, Z. and Navimipour, N.J., 2016. Customer relationship management mechanisms: A
systematic review of the state of the art literature and recommendations for future
research. Computers in Human Behavior, 61, pp.667-688.