How do customer relationship management systems help firms achieve customer intimacy?
Customer relationship systems comprise various applications designed to solve all facets of the customer relationship such as customer service, marketing, and sales. These systems automate the entire process such that a large number of customers are accessed and at the same time enhancing the profitability of a business. In the marketing domain, customer relationship management application gives room for management and evaluation of marketing across different channels. These channels include; e-mail, telephone, and web. It makes it easy to access all clients’ information and contact avenues. The main objective of any customer relationship management system is to make customer information available at any time anywhere. Easy access to client information encourages the development of lasting relationships between the clients and the establishment. In the customer service domain, service automation enhances lasting relationships between the two parties.
Customer relationship management system comprises three components; collaborative, analytical, and operational. A collaborative customer relationship management system is responsible for controlling and incorporating communication avenues where customers and the establishment exchange information. With these well-established communication channels, clients and the establishment will have endless dialogue being set up. In customer relationship management, the dialogue is the foundation for collaborative learning. In addition to this, the availability of diverse communication channels allows for the optimization of information exchange. Similarly, integrated into a collaborative customer management system is the customer interaction center where all contact avenues are collated. Clients are able to present their ideas through this constituent. This closeness helps in building lasting relationships between the two parties.
If a company wants to implement an enterprise application, it had better do its homework. Discuss the implications of this statement.
Application implementation is a complex process that can be disastrous if it is not taken seriously. Any company planning to implement an enterprise application should do thorough homework to avert these problems. Before a company implements an enterprise application, a clear understanding of the application itself and the business requirements ought to be sought. Managers ought to assess various factors such as security, resources available, and the effectiveness of the application. Security is a crucial factor for any application. Security guarantees authenticity in the exchange of information between the application and the end-user. Information technology managers should evaluate the application properly to ascertain their suitability. The suitability of an application is dependent on two factors; Organizational size and the ability to adjust business necessities to enterprise application plan. The proposed enterprise application can be implemented if it is meeting the company requirements with slight customizations. In addition to this, managers need to select those enterprise applications capable of delivering the results on time and at sensible exertion.
Similarly, prior to enterprise application implementation, it is important for IT managers to look into the future. This is important especially if the implementation is a major one. It should gather for both the current and future needs of the organization. In addition to this, choosing the right team will ensure a successful implementation. The implementation team should comprise of members from diverse functions and this will help in distributing the benefits and objectives of the process within the organization. At the same time, it will ensure that the application gathers for all users in the organization. Generally, this statement implies that before implementing an enterprise application, judicious planning should precede.
