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.
Brief description of the solution
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).
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).
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.
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 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.
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).
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 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.
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.
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.