Analysis and Blueprint of CRM System for Latureae Healthcare Company

This report provides a comprehensive analysis of a Customer Relationship Management (CRM) system for Latureae, a wellness and healthcare company. It begins with an introduction to Latureae and its business objectives, highlighting the importance of CRM in achieving these goals. The report then outlines a detailed blueprint for the CRM system, incorporating agile principles to ensure customer satisfaction and efficient project management. It discusses the identification of business objectives, project planning, and the justification for the proposed CRM solution, including examples of successful CRM implementations in other organizations. The report emphasizes the significance of customer management, employee involvement, and effective communication in the implementation process. The conclusion summarizes the key findings and reinforces the value of CRM for Latureae's success.

Running head: INFORMATION SYSTEM
Information System
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction:...............................................................................................................................2
Current overview of Latureae:...................................................................................................2
Importance of Customer Relationship Management in organizations:......................................3
Blueprint of the CRM System:...................................................................................................3
Identification of the Business Objective:...............................................................................3
Project Plan:...........................................................................................................................4
Justification for the Solution:.....................................................................................................6
Conclusion:................................................................................................................................8
Reference:..................................................................................................................................9

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Introduction:
The Latureae organization is a wellness and healthcare related company. The main
aim of this organization is bringing wellness to everybody in the society. In the current
aspects there are various of objectives that are currently leveraged by the organization. In this
aspect one of the main aim of this organization is building a perfect customer relationship
management system which will help the organization in the further business growth
(Khodakarami & Chan, 2014).
In this aspects agile principles will be used for presenting a recommended system
blueprint for the management of the Latureae. In this case a specific system will be chosen
for bringing improvements within the organization. In the further discussion justification will
be also provided of this recommended system within the organization.
Current overview of Latureae:
The Latureae is a wellness and healthcare organization in Australia which is having
the aim of bringing wellness in the every persons of society. The organization stared the
operation in 2000 and from then they have provided various of health related facilities to the
customers. This organization is having a strong culture regarding education and customer
engagement in a natural approach. Various types of healthcare facilities are provided by this
organization which includes herbs, minerals and vitamins. This organization is having an aim
of becoming leader in the Australian healthcare sector. To become a leader in the Australian
healthcare sector the organization need to fulfil some of the important aspects which includes
maintenance of the employee skill level, implementing a better customer relationship
management system, implementing an employee assistance system and contributing to the
sustainable development (Choudhury & Harrigan, 2014). As in this case one of the main aim
of this organization is maximising the value offered to the customers, customer relationship

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management system has been selected and blueprint of this system will be elaborated to the
management of Latureae management.
Importance of Customer Relationship Management in organizations:
The customer relationship management or the CRM is considered as a strategy for the
management of relationship of the organization with the current customers and the potential
customers (Nyadzayo & Khajehzadeh, 2016). An effective system is able to help the
organization to stay always connected with the customers and with the streamline processes.
Through this the CRM is able to improve the profit margin for the organization.
The CRM is very much important in the organizational context due to various of
reasons. The main importance of the CRM in the organization is managing a well relationship
with the existing customers and attracting more new customers (Soltani & Navimipour,
2016). As customer are the most valuable part of most of the organization This properties of
the CRM is very much important for the organization, thus CRM got an importance in the
organizational context. The other importance of the CRM within the organizational context
are that it provides feature of competition check, provides a better decision making, helps in
the database management and provides a real time information regarding the sales. Due to
this attributes of the CRM, in this case it has been selected for the business of Latureae
considering their customer priority.
Blueprint of the CRM System:
Identification of the Business Objective:
Currently there are several business objective that are possessed by the Latureae
organization. From all of the business objectives, managing the customers is very much
important for the Latureae organization thus CRM system has been selected in this case
which can manage the customers in an efficient way. In this current context the CRM system

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can provide various of benefits to the organizations. It generally brings various of
improvements over a normal legacy management system (Giannakis-Bompolis & Boutsouki,
2014). A legacy management system is normally a business management system rather than a
full-fledged customer management. This the role of CRM systems becomes very much
important in this case.
Project Plan:
Considering the agile principles the highest priority in this case is satisfaction of the
customers through continuous and early delivery to them. For the highest satisfaction of the
customers a proper management of the customers is very much important. Traditional type
management only focuses on the business management system thus misses one of the most
important aspect of the organization which is the customers. In this aspects when the
customers are not managed properly it can lead to customer dissatisfaction which is one of
the main reason in business inefficiency. Organization can also face financial loss due to the
improper management of the customers (Midor, 2014). As the Latureae organization is also
looking for best way of customer management, CRM or the customer relationship
management is the best option in this case. The CRM can effectively manage the customers
and can also help in the continuous and early delivery of the products to the customers.
Another aspects of the agile principles is that the business peoples and the developers
need to work among themselves. This is very much important to follow while implementing
the CRM systems within the Latureae organization (Rigby, Sutherland & Takeuchi, 2016).
Working together of developers and the business peoples is very much important in this
aspect for selecting the right CRM for the Latureae. Developer can determine which CRM is
the best for Latureae organization considering the current market situation. Then the
developer need to communicate about the selected CRM system with the business people of
the organization for implementing the CRM within Latureae.

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The next aspect of the agile principles is the building the project around motivated
individuals. This implies that the organizational peoples need to be motivated to the CRM
implementation within the organization for a successful implementation of the CRM system.
Thus in this aspect the project supervisor needs convince the employees for a successful
implementation of the CRM system (Cobb, 2015). For convincing the employees the
supervisor can demonstrate various types of advantages of CRM to its employees. If the
employees are convinced about the CRM system then they will actively help in the
implementation process of CRM. Thus efficient implementation of the CRM system can be
achieved.
The agile principle also demonstrates that most efficient way of communication is the
face to face conversion. This face to face conversation is also very much important in this
CRM implementation process within the Latureae organization. To make this process of
CRM implementation successful, training is required of the employees who will be using this
system for the management of the customers. In this case to train the employee
communication plays an important role as the trainer needs to communicate with the trainees
frequently. In this aspect for an efficient communication with the employees the only way is
the face to face communication. In this case the face to face communicate is having so much
of importance as any doubts of the employees can be solved on real time basis. On the other
mode of communication this facility is not available or can take large amount of time for the
demonstration process. Thus for this CRM blueprint, face to face communication is
recommended for the training purposes of the employees.
In this case the agile principles also describes that the team needs to reflect regularly
on how they can become more effective. For this insight, feedback need to be taken from the
employees so that continuous improvement can be adopted within the organization. In this
case of the CRM implementation, feedback of the employees is required regarding their

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thought about this system, any improvement suggestion regarding the system and efficiency
of the system in the customer relationship management. As the employees will actively use
the CRM platform it is very much important to ensure that the employees are comfortable
while using this system. Thus feedback of the employees is very much important in this
aspect. This method of feedback not only helps the employee to voice their opinions to the
higher management of the Latureae organization but also it will provide the direction on what
type of areas the implemented CRM need to be addressed (Levy, Short & Measey, 2015). In
this aspects if there is any type of recurring complaints from the end of the employees, those
problems can be taken to the CRM provider and proper alteration can be done as per the
description of problem.
Justification for the Solution:
The current proposed solution is able to manage the customers properly in this aspects
as it is dealing with the CRM implementation. To justify this solutions, examples of external
cases can be given of the CRM implementation which has helped the organization to manage
the customers properly.
Here to justify the solution example of Wells Fargo can be demonstrated. For the
Wells Fargo customer service is one of the most important concern as they need to keep track
of property and money of approximately 70 million individuals. In this case the CRM system
has benefitted the organization by providing the CRM social media connectivity. Through
this they were able to always remain in touch and accessible for those who needed (Munaiah
& Krishnamohan, 2017). Wells Fargo also used the CRM to ensure that the customer get
always help for their concerns as soon as possible from the organizational end. Thus it will
ensure the satisfaction of the customers which is one of the main concern of Latureae.

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Another example in this case is the Bespoke Collection. This organization is relatively
a smaller organization which offers elegant art experience, top-tier membership and fine
wines. Their main aim was attracting more customers by improving the relationships via their
memberships and loyalty programs and by understanding the customer behaviours. As the
customer base was increasing, management of the customers was real challenge for them. To
solve this problem they introduced the CRM solutions by which they were able to give
personal attention to each of the customers which was main motto of their organization. This
has managed the customers by an automated and personalised e-mail which has improved the
relation between the organization and the employees. Thus, through it the Bespoke Collection
was able to manage their customers.
In this example another organization is the Activision. Activision is one of the leading
publisher in the video game market of America. This organization has a record of earning
huge revenue from its launched products. In the case of profitability this organization
performed very well but money cannot always bring success within the organization.
Customer satisfaction is a big concern in this industry, thus Activision used CRM to provide
a continuous service to its gamers so that they remained satisfied a long after commencing
their purchase (Dave, 2017). In this case the Activision also used the CRM for monitoring the
social media conversation, which are related with their product. By following up the
conversation they were able to provide support services to its customers through social
media. This method of providing the service was actually less expensive from the traditional
type of service, which has helped this organization to provide customer service with a less
expensive cost.
From the above examples it is understood that how the customer relationship
management has helped the organization to significantly improve its efficiency compared to
the past cases. Thus form this system it is expected that the customer of Latureae will get an

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improved service which will be directly related with their satisfaction. The customers will
also get instant help from the end of organization.
Conclusion:
From the above discussion it can be concluded that customer relationship
management is very much important for the Latureae organization as per their concern of
customer management. For the Latureae organization it was very much important to manage
their customers as one of their main objective was satisfaction of the employees. As the
customer satisfaction was very much important concern, in this report a blueprint has been
presented regarding the recommended system which was the CRM in this case. For
demonstration of this blueprint principles of agile has been used in this case. Various
recommendation has been presented in this case regarding proper implementation of the
CRM within organizations. Some external examples has been also presented which has
shown how the CRM led other firms to improve their efficiency which has justified of using
this system within Latureae organization.

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Reference:
Choudhury, M. M., & Harrigan, P. (2014). CRM to social CRM: the integration of new
technologies into customer relationship management. Journal of Strategic
Marketing, 22(2), 149-176.
Cobb, C. G. (2015). The project manager's guide to mastering Agile: Principles and practices
for an adaptive approach. John Wiley & Sons.
Dave, I. (2017). Customer Relationship Management Systems: The Trends and
Technologies. SAMVAD, 13, 8-13.
Giannakis-Bompolis, C., & Boutsouki, C. (2014). Customer relationship management in the
era of social web and social customer: an investigation of customer engagement in the
Greek retail banking sector. Procedia-Social and Behavioral Sciences, 148, 67-78.
Khodakarami, F., & Chan, Y. E. (2014). Exploring the role of customer relationship
management (CRM) systems in customer knowledge creation. Information &
Management, 51(1), 27-42.
Levy, R., Short, M., & Measey, P. (2015, March). Agile foundations: principles, practices
and frameworks. BCS.
Midor, K. (2014). An analysis of the causes of product defects using quality management
tools. Management Systems in Production Engineering.
Munaiah, J., & Krishnamohan, G. (2017). Customer relationship management in banking
sector. In National Conference on Marketing and Sustainable Development
October (Vol. 13, p. 14).

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Nyadzayo, M. W., & 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, 262-270.
Rigby, D. K., Sutherland, J., & Takeuchi, H. (2016). Embracing agile. Harvard Business
Review, 94(5), 40-50.
Soltani, Z., & 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, 667-688.