An analysis of customer relationship management system in organization

Abstract

- This report will aim to analyze customer relationship management system and why customer relationship management system is important for organization. Due to, the competition among business is increasing and only strong organization can survive. Customer relationship management system helps the analysis and evaluation of buying behavior and uses this data to retain customer loyalty. Customer relationship management system has both strength and weakness. In addition, the opportunities, which help the successful, and threat that, obstruct the success of organization. This report will examine customer relationship management system by using SWOT analysis, limitations of CRM and how to use CRM for an organization to be successful. This report also provides a recommendation for changing management and image of the organization which one of the most difficult tasks to execute.

Contents

Abstract………………………………………………………………………………....2
1. Introduction ……………………………………………………………………………..4 2. Analysis CRM by SWOT and Value chain……………………………………....4
3. Benefits from CRM ……………………………………………………………………..5
4. Business strategy for CRM…………………………………….……………....6
5. Limitation of CRM………………………………………………………………………7
6. Conclusion & Recommendation………………………………………………………7
7.Bibliographies……………………………………………………………………………8
8. Question 1………………………………………………………………………………10
9. Question 2………………………………………………………………………………11
10. Question 3……………………………………………………………………………..12
11.Bibliographies…………………………………………………………………………..13
12. Appendices…………………………………………………………………………….15 Appendix 1………………………………………………………………………...16 Appendix 2………………………………………………………………………...16 Appendix 3………………………………………………………………………...17 Appendix 4…………………………………………………………………………17 Appendix 5…………………………………………………………………………18 Appendix 6…………………………………………………………………………19

1. Introduction - At present, creating a more competitive advantage for businesses is considered to be very important, whether it is about improving business performance, the reduction of cost of products and services, liquidity management of financial as well as seeking potential new markets. Another main point is how to retain firm customer loyalty to products and services. The marketing theory has introduced a tool called "Customer Relationship Management (CRM)" which is a very interesting subject to dwell on. Chen & Popovich (2003) stated that CRM is one of the management strategy which is a combination of people, processes and technology designed to help organizations manage internal processes which comply with and respond to the needs of the customers as well as to ensure customer satisfaction. This in turn leads to customer loyalty, increase in revenue for the organization and profitability in the long run. Since there are intense competitions for customers today, customer retention is very important. Mohsan et al (2011) suggests that customer satisfaction will have a direct impact on the organization in order to maintain