Customer Relationship Management: Clipping Path House Analysis

This literature review examines customer relationship management (CRM) strategies, focusing on the challenges faced by Clipping Path House in adapting to digital marketing trends. It explores the importance of customer relationships for business sustainability and analyzes various digital marketing methods, including social media, email marketing, and Google Ads, highlighting their advantages and disadvantages. The review emphasizes the need for CRM software to improve customer relationships, communication, and revenue generation. It discusses the benefits of CRM, such as improved customer relations, better communication, increased revenue, and strengthened internal bonds within an organization. The review concludes by recommending the implementation of CRM software to enhance the effectiveness of operations and customer relationships, based on the findings from the analysis of existing literature.

Running head: CUSTOMER RELATIONSHIP MANAGEMENT
Customer Relationship Management
Name of the Student
Name of the University
Author Notes:

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Introduction
Clipping Path House is a company that cater sot the needs of various businesses and
individuals by supplying custom made photographs with the incorporation of high quality
graphics. Furthermore, the company provides training regarding the subjects such as graphic
editing and image editing. In order to sustain the business in the long run the company needs
to cater to the needs of the modern tactic of marketing including digital mediums. With the
emergence of digital medium that can get similar jobs done, the company is threatened to go
out of business if the issues are not dealt with. The paper provides an in depth review of past
issues relating to the same along with comparison of different form of media in pertaining to
the changing demands and needs of the consumers community with change in the nature of
their behaviour in the market.
Customer Relationship Management
The nature of relationship with the customers in a business is one of the mist crucial
criterion that must be fulfilled in order to ensure the sustainability of a business in the long
run (Khodakarami and Chan 2014). The same is crucial in terms of operations of the clipping
oath house company. It has been found out that the company is under threat of digitalisation
as the customer community is choosing to opt for solution that are available through digital
mediums. Hence, the potential issues in the nature of operations of the company has been
identified. The company must improve the relations that they have with the customers in
order to ensure their existence in the long run. Customers of a business are one the most
important stakeholders of a company and they determine the sustainability of a business in
the long run (Freeman 2016). Hence, it is important for the companies to develop new
relations with the customers and mend the existing relationships with the customers as has
been carried out in the past by leading global organisation as well as by various small scale

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companies (Sarač 2014). Furthermore, there are software specially made for catering to the
needs of a company in terms of maintain marinating relations that they have with their
customers.
Maintaining CRM digitally
The Clipping path house currently uses various digital mediums to maintain their
relationships with the customers in the market. Methods that re employed by the company
include, marketing through email, social media alerting, Google ads, YouTube video
marketing and through the personal website of the company. The company has been utilising
the aforementioned techniques for management the relationships that they have with their
customers. However, it has been found that while some of the techniques used by the
company are widely accepted, some of the technique used by the company do not do them
any favour and hinder the relationships that they have with the customer community (Leung,
Bai and Stahura 2015). Methods such as marketing with the help of social media is one the
most reliable ways that a company can gain acquisition of new customers (Chang, Yu and Lu
2015). Facebook is a social media platform that has been recognised for the services it
provide sin letting the people of the world socialise with each other. They have also launched
a platform that helps businesses grow. One of the key advantages of the social media website
is to provide the businesses with an opportunity to cater to the customers anonymously. The
aim of the companies in who are using such form of mediums to maintain their business is to
cater to the needs of individual client on a personal level. Facebook and Instagram allow
entrepreneurs with an opportunity of maintain the statistics of the reach of the customers, the
visits of the pages, the links clicked by the customers, people who are interested in the
services provided by the company, number of searches made and many other criterion (Shih
2013). It must be recognised that even if the latter is a reliable form of promotion, it is subject
to high degree of word of mouth and the influence of the social media influencers (Fan and

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Gordon 2014). Hence, what might be a favourably running online business at a point of time
a healthy relation might turn out to be negative as a result of unfavourable news.
Unfavourable news hinders the performance of a company in terms of share prices (Dumay
and Garanina 2013). Same is applicable for the case of businesses when they pertain to social
media as medium of maintaining relations with the customers. Even, if there are measures
such as customer support and compensation that can be used to mend the relations of with an
unhappy customer, the nature of unfavourable news is such that it repels people away form a
company (Hutter et al. 2013). Thus, the same fate can be received by the company when they
opt to manage the relations with the customers through social media platforms.
Marketing methods that are carried out by the company such as marketing through
emails, Google ads and Google ad sense may be termed as a cheap and favourable option for
businesses to inform, educate, develop and maintain relations with the consumers (Edelman,
B. and Brandi 2015). Same holds true in case of some users who get influenced by the ads
that are carried out by the companies digitally. However, it has been found from surveys that
9 out of 10 individuals in Australia have negative attitudes towards the email that they revive
from companies (Vinerean et al. 2013). It was found that most of the individuals who receive
marketing mail form various companies either do not ever check the messages that are sent to
by the companies, or redirect the same to the spam mailbox. Most of the respondents of the
survey opined that they feel that such types of mail are unwanted and they get annoyed
whenever they receive such promotional mail from companies (Vinerean et al. 2013). Apart
from mails that companies receive through mail, Google ads are not appreciated by most of
the users of internet. It has been found that people see ads when they are about to watch
shows on the internet, browse through blogs and carry out research. Thus, the name
associated with the ads becomes subject to the negative appreciation from the customers who
are being subject to the same.

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CRM solution
CRM stands for Customer Relationship Management. The latter can be carried out
with the help of specially designed software that help companies to adjudge the prospective
customers, segregated their efforts, target differ segments of customers in differ manners and
cater to the needs of the customers by providing backup services when needed by the
customers.
CRM software are used by marketing teams of various companies to manage the
efficacy of the marketing division in terms of managing the efficacy of operations of the
marketing division of a company (Ergu and Peng 2014). The return on investment on the
activities carried out by the company can be monitored by a company that uses a CRM
software. Furthermore, the latter software can be used by the company to monitor the
potential and existent customers. The daily tasks of the sales teams, the productivity of the
sales teams can be monitored. One of the most crucial functions that can be carried out by the
company can be in terms of maintain the productivity of the company by effectively
managing the relations with the customers using effective customer service techniques. It is
one of the most important operations of a company that aims to improve its relations with
customers.
By maintaining a CRM software, the companies can be subject to the following benefits;
1. Improved relationships with the customer community: The main reason behind the
creation of such a software is maintain healthy relationships with the customers. Thus,
by maintaining the same the company will be able to carry out the same.
2. Improved communication: With the help of a CRM software, the customer is
constantly educated about the proceeding of a company. As a result of the use of

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CRM, the gaps of information between the customers and the company are reduced or
removed.
3. Increased amount of revenue: The CRM software help the businesses to get an idea
about the behaviour of the customers at every point. Thus, the companies can make
sales proceeds and carry out the marketing activities at the most favourable time. Thus
the latter are subject to high amounts of revenue.
4. Strengthening internal bonding: It strengthen that bond between the marketing, the
sales and the financial teams between. Since, CRM allow the companies to monitor
the moves of the customers at every point of time, they are able to act in the right time
for which collaboration with each department is needed. Hence, it leads to a sense of
collaboration in the organisation.
Conclusion
Managing relations with the customers is one the most important factors that a
company must cater to in order to survive in the long run. The same has been incorporated by
the company in the form of effort that the company made in the digital mediums such as
email marketing, Google ads and social media marketing. However the methods used by the
companies has various disadvantages along with some advantages. Hence in order to remove
the cons, the company should use CRM software to boost the efficacy of their operations and
relationships.

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