Customer Relationship Management in Business: Benefits and Solutions

This report examines the implementation and benefits of Customer Relationship Management (CRM) within a business context. The report begins by identifying a problem statement concerning the flow of information within a company, specifically highlighting the negative impacts of poor internal communication. The solution proposed is the implementation of a high-quality CRM system to manage customer interactions and improve profitability. The report then details the advantages of CRM, including improved informational organization, enhanced communication within the organization, and significant improvements in customer service. Improved informational organization ensures that all customer interactions are documented and accessible across departments. Communication enhancement ensures employees have access to the same customer information, leading to consistent service. Finally, improved customer service enables quick problem resolution, leading to increased customer satisfaction and revenue. The report concludes by emphasizing the importance of customer relationships for business success, highlighting CRM's role in automating processes and empowering the relationship between an organization and its clients.

Running Head: CUSTOMER RELATIONSHIP MANAGEMENT IN A BUSINESS 1
CUSTOMER RELATIONSHIP MANAGEMENT IN A BUSINESS
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Table of Contents
1.0 Introduction 3
2.0 Problem Statement 3
3.0 Brief description of the solution 3
4.0 Benefits of Customer Relationship Management 4
4.1 Improved Informational Organization 4
4.2 Communication enhancement within the organization 4
4.3 Improvements on the Customer Service 5
5.0 Conclusions 5
6.0 References 4

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1.0 Introduction
As the business organizations grow and the span in their customer base expands, the
number of tasks and operations to be performed also increases as well. Operation managers are
therefore required to handle and process a massive amount of data which, in turn, results to
overexertion and commotions (Winer, 2012).). Generally, an organization functions more like
any living organism: and a failure in any of the systems affects the functionality of the entire
business. This is the reason as to why an all-inclusive and process-oriented approach has become
a key to success of any business organization and should consider all the processes within the
organization rather than isolating and focusing on each individual departments or employees
separately.
2.0 Problem statement
Flow of information has been a major problem a major problem in XYZ Company which
has been facilitated by poor communications within the corporate. With the traditional approach
to managing customer information, employees have not been able to provide same high service
levels since because they barely have same customer information access (Zablah, Bellenger &
Johnston, 2014). After all, even in the cases where the customers share a common point of
contact, chances are always high that at some point the contact is unavailable and they may be
forced to work with a new person. In a case where this happens, many of the customers find it
frustrating to “start afresh” with a totally new attendant who does not understand their unique
issues and preferences.
3.0 Brief description of the solution

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Collection and organization of the customer information is a tedious job, and a job which
is not very forgiving when it comes to making errors. As such, implementing a high quality
Customer Relationship Management system (CRM) will be appropriate for the organization to
upgrade customer satisfaction into the next level. CRM strategy will be used to manage all the
organization relationships and interactions with the customers and help to improve its
profitability (Barnes, 2015).
4.0 Benefits of Customer Relationship Management
In this organization, CRM will offer a number of advantages to help the organization in
identifying, understanding and assisting its clients so that they will not worry about losing
revenue resulting from incomplete information. Here are some of the benefits which will be
realized by this organization on using CRM software (Chen & Popovich, 2013).
4.1 Improved Informational Organization
The more an organization familiarizes itself with its clients, the better it stands a chance of
providing them with the positive experiences that ultimately pays off. All that the customers do,
and every bit of their interaction with the organization requires to be acknowledged,
documented, and detailed (Parvatiyar & Sheth, 2011). To achieve this, the organization has to
move beyond sticky-notes and disordered filing cabinets, and utilize the innovative
organizational technology that not only has the ability of accurately quantifying and categorizing
data for stress-free future references, but also avail that information across departments.
4.2 Communication enhancement within the organization
CRM will make it possible for employees to deliver the same high levels of service, with
access to same customer information. After all, even in the cases where the customers share a

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common point of contact, chances are always high that at some point the contact is unavailable
and they may be forced to work with a new person. In a case where this happens, many of the
customers find it frustrating to “start afresh” with a totally new attendant who does not
understand their unique issues and preferences (Brown & Coopers, 2012). CRM clears this
concern by coming up with clear and detailed customer information which is communicable to
anybody who might require it. For that reason, it won’t matter on whomever who assists the
client, because the information being worked on comes from the same sources. Also, given that
the CRM is cloud-based and reachable from devices with internet connections, communication
benefits of the mobile CRM extends further beyond a limited office.
4.3 Improvements on the Customer Service
Organization’s time is a valuable resource, and the same case applies to that of its
customers. And, in case any customer encounters problems that require resolution, they will be
frustrated unless such problems can be solved quickly. With CRM, when a customer contacts the
organization, the representatives will also be in a position to retrieve all the activities concerning
some past preferences, purchases and all the support documents that may help them in to get a
solution. With CRM, general customer support will become a walk in the park (Brown &
Coopers, 2012).
5.0 Conclusion
Building customer relationship is the key to any business success, irrespective of the type
of the business. Through the automation of the simple processes such as documentation handling
using a CRM system, this organization will be in a position of providing its managers with

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enough time and resources to major on more on the challenging operations, and empower the
relationship between the organization and its clients, which in turn will lead to greater customer
satisfaction and increased revenues.

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6.0 References
Barnes, J. G. (2015). Secrets of customer relationship management: It's all about how you make
them feel. McGraw-Hill Companies.
Brown, S. A., & Coopers, P. W. (2012). Customer relationship management: A strategic
imperative in the world of e-business. John Wiley & Sons, Inc..
Chen, I. J., & Popovich, K. (2013). Understanding customer relationship management (CRM)
People, process and technology. Business process management journal, 9(5), 672-688.
Parvatiyar, A., & Sheth, J. N. (2011). Customer relationship management: Emerging practice,
process, and discipline. Journal of Economic & Social Research, 3(2).
Winer, R. S. (2012). A framework for customer relationship management. California
management review, 43(4), 89-105.
Zablah, A. R., Bellenger, D. N., & Johnston, W. J. (2014). An evaluation of divergent
perspectives on customer relationship management: Towards a common understanding of
an emerging phenomenon. Industrial marketing management, 33(6), 475-489.