Customer Relationship Management (CRM) Analysis Report

This report, titled "Customer Relationship Management," provides a comprehensive literature review of CRM architecture and its significance in modern business operations. It delves into the core concepts of CRM, including its definition, the distinction between operational and analytical CRM, and the benefits of cloud computing in enhancing customer satisfaction. The report examines the role of organizational collaboration and valued customer experience in building a successful CRM strategy. It also explores the impact of cloud IT on CRM implementation, highlighting the importance of IT recruitment and the role of the Board of Directors in the architecture company's CRM strategy. The report provides a detailed analysis of CRM components, benefits, and applications in the context of cloud-based systems, offering valuable insights into the evolution of CRM practices and their relevance to future business operations.

Running Head: CUSTOMER RELATIONSHIP MANAGEMENT 1
CUSTOMER RELATIONSHIP MANAGEMENT
(Student’s Name)
Name of Instructor
University
4th October, 2017.

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CUSTOMER RELATIONSHIP MANAGEMENT
Abstract
An entire process in a given organization that deals with the interaction between the employees
and its customers is termed as Customer Relationship Management (CRM). The architecture
strategy in a CRM company is to improve on the corporation’s profitability and customer
satisfaction. For any organization to gain the long-term success they management must maintain
good relations with their customers because we currently live in a highly competitive society. It
is better retaining older customers than having new ones so as an It company it is better to meet
customer satisfaction and will their loyalty through the services given in the market. In this
study on literature review am going to explain the architecture of CRM and its relevance to
future operations in building a cloud-based system for all the users of the company.

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1. Introduction
Customer relationship management architecture can be divided into three categories
namely analytical and operational. For a company that needs to attain the success, they must
understand the role of the three concepts and its application in the business sector. The loyalty of
a company started decreasing in different firms leading to the formation of Customer
Relationship Management. Customers being the critical reasons why different businesses
operate, more quality level of service delivery and products must be maintained by the
management. The workers must be well informed of the customers needs to increase their
effectiveness and duty performance based on service delivery. Therefore, it was for this reason
that the top management of the architecture company had to adopt the customer relationship
management (CRM) to help them in maintaining the operations of the company through its
employees and the services offered to their customers (Dudovskiy, p 4).
Purpose of the literature review: Based on the previous research, it was evident that modern
architecture and CRM application has brought a lot of positive impact to different large-scale
companies when applied correctly. The purpose of this study is determining the benefits of cloud
IT services in relation to CRM architecture in the implementation of a different software package
for customer satisfaction. I will also give definitions of different terminologies as used in CRM
for cloud computing (Bolton & Christopher, p 24).
Findings and outcome: The findings of the research included CRM solution, cloud computing,
methodologies and solutions for future development and architecture development.

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1.1 Aims and Objectives
Aims
The main aim of the literature review is considering the CRM importance to customer
relations and the effectiveness of the cloud computing system in improving the company’s
quality services. Current research shows that CRM implementation keeps on changing daily;
therefore, new technologies are developed and applied to enhance smooth business operations
(Lee,p 11).
Objectives
a) Designing ways of improving customer satisfaction through data analysis
b) Determine the benefits of cloud computing for effective information to reach the stakeholders
c) Determining the categories of CRM users based on data & software usage (Kordalipoor et
al, p 4)
1.2 Scope of the study
The definition of CRM architecture and its role in both the company and the customers as
CRM implementation can only be effective when technology aspect is obtained. The CRM
components are further classified into four main parts namely Culture, Process, business,
technology, and people. However, it is also geared by customer information service,
collaboration, and sales force automation.

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2. Literature Review
2.1 Definition of CRM
According to Long & Khalafinezhad, p 13, CRM is the opportunity utilized by the
employees to improve on their profit margin to further attract and retain their potential customers
in having business transactions with the organization in the long-run. The main goal of having
an architect CRM in a company is improving on customer satisfaction for example supply of
quality software materials applied and responding to customer needs appropriately. CRM is the
involvement, analysis, and exploitation of knowledge by the producers on the demand of goods
or products for their customers. The main objective of CRM is the creation of free customer
service consultations that will enable the firm to maximize stakeholders’ desires in the long run
business operations through maintaining good relationships and services.
In the current economy, a majority of the customers’ do have own or control the
company. As a large corporation, most of the businesses conducted are highly dependable on the
customer demand or request. Such a trend is experienced because they expect effective and fast
services continuously being that they hold the failure or success of the firm. The customers also
require individual service and always demand to speak to the architecture in charge.
Therefore, as a manager, you must ensure that a higher groomed communication and
connections are established to avoid losing potential clients. There are two main building blocks
of a successful architecture CRM namely, Organizational collaboration and Valued Customer
experience. They are used in the research and e-marketing of the company as well as advertising

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their products worldwide through different websites created. The customers are communicated
to in an effective manner through telephone calls or the internet.
2.2 Organizational collaboration
Business collaboration based on CRM is the management bringing both the workers and
clients together. The architect system acts as a driving force for proper decision making,
innovation, higher market access and decreased product cycle. Through collaborative work, the
team management will understand the software that needs to be upgraded through sharing of
knowledge and better communication within the company. It is also vital for finding social
networking internally by putting the working tools together. The integration of customer
interaction through fax, phone, and email improves a customer liberty and retention in the
enterprise.
2.3 Valued Customer experience
Technology is dynamically transforming everyone’s family within the society. The
customer expectations are very high and businesses have to design new ways daily in handling
their customer needs. The rise in social media is making different companies connect to their
customers through internet communication. The software used in the Cloud computing helps the
management in planning and implementing customer information based on the data provided to
them to solve (Sultan, p 8). The entire customer complaints and feedbacks will comply and a
feedback is given to them through their communication channel. A consistent procedure must be
applied in resolving these issues in the process the workers will be learning new ideas in dealing
with the challenges they are facing while interacting with the clients at a certain period.

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2.4 Categories of CRM Architecture
Operational CRM that is used in the automation of selected business processes such as
sales and marketing. When a worker is communicating to a customer, the information being
shared is later stored in a database for future reference and also placing the customer orders.
Analytical CRM in architecture helps a company to have a high-risk management and
product development thereby placing emphasis that the organization need to consider while
dealing with their client's issues. By using this approach, the enterprise is able to control several
problems that might occur in the future (Woodcock, et al, p15).
2.5 Definition of terms
Customers: They are people in an organization who buy goods or services from a business
enterprise for satisfaction of his or her needs
Board of Directors (BOD): These are individuals in a company elected by the shareholders in
the company to monitor and oversee the activities done in the company
Customer relationship management: CRM refers to the strategies, technologies, and practices
that a company establishes to determine to analyze and manage the customer interactions based
on the products or services they offer.
Architecture: It is a way in which some computer systems or components are organized and put
together to perform different program within the computer system. In the cloud computing area,

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a different architecture is employed to access the data and information kept in the servers and
databases. An internet connection must be available through a network system that will enable
all users to have access to the data.
Cloud Computing: It is the services and application of internet using a software system at the
data centers in communicating with different stakeholders in the business market through pay as
work is delivered is conducted.
3.0 Benefits of CRM through cloud IT
a) By the cloud architecture adopting the CRM method at the organization, they will be in a
position to push for more modern technology that shall be used while performing different duties
assigned to workers within the required period (Rittinghouse & Ransome, p 14).
b) Moreover, CRM being a marketing concept makes the management to collect, sort and
analyze the contract information between the enterprise and the customers thereby taking new
initiative strategy in satisfying the clients’ pull of demand in the market
c). Thirdly, application of CRM helps the organization to have long-term relationship and
customer values at a given period. It is realized through the loyalty of the customers and better
service delivery making the firm to realize the mutual benefits of maintaining high profitability
workforce.
d) The workers will experience a high increase in product development following the
improvement and demand of customer needs in the market thereby increasing the services and
products.

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e) The use of IT that in most cases needs a great monetary value due to market segmentation
and expansion is normally used by large corporations to develop their technology and increase
their competitiveness in the market. In turn, this method will help the management in increasing
their market share, services rendered to customers, meeting targets and increasing customer
loyalty.
3.1 Role of Board of Directors in the Architect Company in Implementation of CRM
Following the Board of Directors annual meeting, developing well equipped new
opportunities will be developed for more architecture operations based on the skills and
capabilities of the workers. In turn, if the demand is high, the leader of the company will have a
great opportunity in expanding the business for more interactions and operations (Bakhru &
Grant, p 20).
4.0 Business Plan for IT Recruitment
Following architecture enterprise and machine, operations change on a daily basis such as
replacement of human labor to use of machines. As a skilled architecture in the field, you have to
get informed on the modern technology that keeps in improving and adjust to the IT operations.
The manager must also apply a better recruitment method especially experts in IT to ease
customer services online. They must also be able to solve ten problems presented to them at
hand and ensure that all workers at the company are using the machines correctly such as the
software.
The architecture operations and CRM business must properly be linked to these IT
officials for it will act as guidelines in ensuring they communicate to the architectures in

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applying the correct model in determining the performance and working towards attaining the
stakeholders’ needs (Garrido-Moreno, p 18). On the other hand, for a software architecture
employee, he must ensure that other architectures used should not be assigned operation duties
only but also the sustainability of data information to the users. The experts easily maintain a
large pool of data accessible to all its users through the hardware platforms.
Table 1.1: A TABLE SHOWING THE PROCESS LEVEL OF CRM ARCHITECTURE
Market Research
Customer Scoring
Customer Profiling
&Segmentation
Feedback& Knowledge
PERFORMANCE MANAGEMENT
Campaign Management
Sales Management
Service& Complaint
Management

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The adoption of CRM in the architecture organization was to help the team overcome
external factors such as stiff competition from other architect companies and an increase of
customer expectations among others.
4.1 Cloud business application and benefits
The business behind the cloud IT operation is that it offers new online application
through a web browser for access to information by the customers. Normally, the CRM
applications are sold to the clients as a subscription model at a lower fee using the available
software. The software maintenance and upgrading in the long term is the duty of the company
therefore what is needed of the customer is opening an account for easy interaction with the
employees (Erl et al, 2013). All the customers operating in the cloud does share a common
software infrastructure across the network. When an upgrading is done it shall apply to all the
clients across the network and allowing for backups to every client interested.
Through the application of the CRM, the management will be able to transfer knowledge
to all the customers across their network system and meeting the needs of their customers across
the globe instantly. The access of the information must be effective in both the rural and urban
areas to serve every individual equally. It will be achieved through a stronger team working and
supporting each other in the filed operations The CRM must also establish a channel in which
they will involve the users in decision-making for the marketing and sales for their products or
their services (Li & Mao, p 27).
Figure 2.2: Diagram Showing Technological aspects & Principles of CRM

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The IT operation in the clouds plays a vital role in the maintenance of customer security
and privacy. For the technology to be efficient to all the users, all the platforms must be secure
during and after business operations (Dinh et al, p 24). The security must be highly maintained
both externally and internally from unknown users for example by customers creating their own
passwords. Moreover, a new recruiting It cloud business must ensure that they have legislation
forms such as Sarbanes-Oxley (SOX) compliance and Health Insurance Portability and
Accountability (HIPAA) for encryption of data and transmission.
5.0 Future explanation based on CRM related work
Being an architect of a cloud business plan, the chairman needs to establish other new
methods of the firm software by using new technologies that exist within the working
environment to remain relevant and competitive in the job market. By applying the new cloud-
based model using the software available, the leader will easily introduce a new method of
making sales and service delivery to their clients. For example, daily or pay as you go business
model (Velte et al,p 30).
Having new innovations will be highly influential and demanding to the company’s
clients as customers require professional services and modern tools used while giving them
services. A strong workforce and committed team leader is required for the realization of the
Collaborative
CRM
Operative
CRM
Analytical
CRM
Data
Warehouse
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