Customer Relationship Management Presentation Summary Report

This report summarizes a presentation on Customer Relationship Management (CRM). It explores the core concepts of CRM, emphasizing its importance for business success in today's competitive landscape. The report highlights how CRM practices, technologies, and strategies are designed to manage and analyze customer interactions throughout the customer lifecycle. It delves into the benefits of effective CRM, including increased revenue, improved employee agreement, enhanced customer service, and customer retention. The report discusses the three primary CRM systems: Cloud Solutions, CRM Technology Market, and CRM Software, outlining their functionalities, advantages, and disadvantages. It concludes by emphasizing the necessity of adopting effective CRM strategies for businesses to engage customers, maximize profits, and stay competitive. The report also references key studies and sources to support its findings, and stresses the importance of listening to customers to foster a successful business environment.

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Summary of the Presentation
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Introduction
The aim of the presentation is to gain understanding behind different concepts of the enterprise
system and the skills required by a company to improve customer performance. The presentation
is also essential for monitoring the relationship between the company and its customers and
Learning how to maintain a long-term relationship with customers. Customer Relationship
Management (CRM) is a general term referring to the practices, technologies, or strategies
designed by an organization in the management and analysis of customer interaction all across
the customer lifecycle Hardy (2012, p. 6). It is an essential aspect the success of any business.
Studies show that 89% of the world businesses are primarily competing on customer
relationship. Therefore, remaining competitive thus requires other companies to develop good
customer relationship.
Fogleman (2013) denotes that Companies that value their customers tend to record increased
annual revenue than those only focusing on the quality of products and services they offer Hill
(2011). The same study denotes that such companies enjoy 28% greater employees’ agreement
rates, an average of 24% increase in yearly customer service, and 56% effective retention of
customers. A CRM system is thus adopted in the organization to;
- Help in improving the business relationship with its customers
- Assist in the development of long-term customer retention
- Improve the attitude and loyalty to the customers
- Improve customer service delivery
CRM is adopted in three primary systems which include Cloud Solution, CRM Technology
Market, and CRM Software. Cloud Solution is a cloud-based system that provides real-time

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information to salespersons both in the office and the field through internet-connected devices
such as laptops and smartphones. The disadvantage is that it can be difficult to access the
information in case the company faces off/goes out of business. CRM Technology Market is a
CRM system that is often used by big companies. It adopts the use of SAP, Oracle,
salesforce.com, and Microsoft systems to ensure efficiency in performance in helping to link the
functions of the administration, maintenance, security, and control functions of the CRM in the
company. However, it must have a server to ensure effective functionality in remote areas. CRM
software helps in consolidating the documents and information from the customers into a single
database to enable users’ access and manage the information. It is essential for the automation of
various workflow processes within the organization such as alerts, calendars, and relevant tasks
that are essential to customer service. It thus gives the management the ability to track
performance as well as productivity by the customer information that has been logged into the
system.
Conclusion
Effective CRM strategies help the company in engaging and connecting with customers at key
customer points in their relationship journey, maximizing the business profit, and prioritizing on
the relevant customer needs. It also helps in the soliciting and evaluation of new ideas, solutions,
and concepts. No company can become competitive without listening to its customers. Customer
Relationship Management is thus among the leading drivers in every business success.
Therefore, there is a need of adopting effective CRM strategy to ensure a business remains
competitive in the global arena.

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List of References
Fogleman, D 2013, 'Customer Service', Training, 50, 2, pp. 44-45, Business Source Premier,
EBSCOhost, viewed 14 August 2017.
Hardy S, 2012, ‘Introduction to Marketing: environmental analysis on Toyota cars,
Birmingham, World Scientific Publishing. New York Times Business Journal, Vol.33, No.3,
pgs.4-12
Hill, B. (2010). Seven Steps to Mastering Business Analysis, Bradford, J: Ross Publishing
McLean, G 2014, 'Customer Service Behaviours in Korea and Implications for Training: Lessons
from an Exploratory Critical Incidents Study of Customer and Employee Service
Encounters', Asia Pacific Business Review, 13, 1, pp. 1-20, Business Source Premier,
EBSCOhost, viewed 14 August 2017.