A Process View Of Crm Essay

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2011 Operational Issues in Implementing CRM. Your take on “A Process View of CRM” Table of Contents I. Customer Relationship Management 3 II. Primary Components of Customer Relationship Management (CRM) 5 III. Strategic View of CRM 8 IV. Process View of CRM 9 V. Advantages of CRM 12 VI. Implementing CRM 15 Pitfalls to avoid: 16 VII. Implementation and Adoption Issues 17 VIII. Operational Issues in Implementing CRM 18 IX. CRM Challenges 19 X. Successful CRM Implementation 22 XI. CASE STUDIES: Operational issues in implementing CRM 25 1. LANDMARK GROUP 25 2. RAYMOND 26 XII. REFERENCES 31 Customer Relationship Management Customer relationship management (CRM) is a widely implemented strategy for managing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service. Customer relationship management describes a company-wide business strategy including customer-interface departments as well as other departments. Measuring and valuing customer relationships is critical to implementing this strategy. Traditional marketing strategies focused on the four Ps (price, product, promotion, and place) to increase market share. The main concern was to increase the volume of transactions between seller and buyer. Volume of transactions is considered a good measure of the performance of marketing strategies and tactics. CRM is a business strategy that goes beyond increasing transaction volume. Its objectives are to

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