Customer Relationship Management: Organizational Excellence Essay


Discuss about the Customer Relationship Management for Organizational Excellence.



CRM is the term which has been referred to the operations, strategies, tactics, mechanisms and the tool that a business corporation utilizes for managing, analyzing customers interactions and the information throughout the customer lifecycle and the overall experience. The main objective of this mechanism is to establish and develop the business relations with the customers. This also aids and assists in retaining the customers which in-turn derives growth for the company. CRM is the system which are designed and developed for compiling the data of consumers across different mediums and also the links between the consumers and the business corporation. This all comprises of the firm’s web portal, telephone, live chats, promoting and marketing and social media. CRM frameworks can likewise give client confronting staff data on clients' personal data, buy history, purchasing inclinations and concerns.

Importance of CRM

Customer relationship management is the most grounded and the most proficient approach in keeping up and maintaining and developing relationships with clients. CRM is immaculate business as well as ideate solid individual holding inside individuals. Development of this kind of relationship drives the business to attain higher level of success and growth.

After the development of this personal and emotional, it is simple for any association to distinguish the real needs of client and help them to serve them in a better and improved manner. It is a conviction that increasingly the refined procedures engaged with executing the client relationship administration, the more solid and productive is the business. The vast majority of the business corporations have devoted world class instruments for keeping up CRM frameworks into their working environment. Some of the efficient tools which have been adopted by most of the business corporations are Batch-Book, Sales-force, Buzz-stream, Sugar CRM and so on.

The below mentioned are some of the points which will be presenting the significance of CRM for a business organization:

  • A CRM framework comprises of an authentic view and investigation of all the obtained or to be procured clients. These aids in minimization of searching and relating the customers and to predict client needs adequately and increment business.
  • CRM contains every last piece of details of the customers, consequently it will be proven very much beneficial and easy to track a customer accordingly and can be utilized to figure out which client can be beneficial and which is not.
  • In CRM framework, clients are assembled by various perspectives as indicated by the sort of business they do or as indicated by physical area and are assigned to various client administrators frequently called as record supervisors. This aids in concentrating and focusing on every single customer independently.
  • A CRM framework is not just used to manage the current customers but at the same time is valuable in securing new clients. The procedure initially begins with recognizing a client and keeping up all the comparing points of interest into the CRM framework which is additionally called a 'Opportunity of Business'. The Sales and Field delegates at that point have a go at getting business out of these clients by sophistically catching up with them and changing over them into a winning deal. This is effortlessly and effectively done by a coordinated CRM framework.
  • The most grounded part of Customer Relationship Management is that it is extremely financially savvy. The benefit of adequately actualized CRM framework is that there is less need of paper and manual work which requires lesser staff to oversee and lesser assets to manage. The advances utilized as a part of actualizing a CRM framework are likewise exceptionally shabby and smooth when contrasted with the customary method for business.

Business benefits of CRM

The below mentioned are the major benefits which will be derived by a business organization on the implementation of CRM:

A noteworthy advantage can be the improvement of better relations with your current clients, which can prompt:

  • Expanded deals through better planning because of envisioning needs in light of notable patterns
  • Distinguishing needs more adequately by understanding particular client prerequisites
  • Strategically pitching of different items by featuring and proposing choices or improvements
  • Distinguishing which of your clients are beneficial and which are definitely not

This can prompt better showcasing of the products or services by concentrating on:

  • Viable focused on showcasing correspondences pointed particularly at client needs
  • A more individual approach and the advancement of new or enhanced items and administrations with a specific end goal to win more business in the future.

Enhanced customer satisfaction

  • This tool enables the business entity to bring an enhancement in the level of customer satisfaction which in turn enhances reputation and goodwill in the market place.

Increases value and efficiency

  • Brings an expansion in terms of value from the current clients and decreased cost related with supporting and overhauling. This also aids in expanding the general productivity and diminishing aggregate cost of offers. This also brings an increase the profit graphs and also provides solutions with the un-profitable processes.
  • Once the business begins to take care of its current clients adequately, endeavors can be focused on finding new clients and growing the market. The more significant the clients are considered, the less demanding it is to recognize new prospects and increment the client base.
  • Indeed, even with years of gathered learning, there's dependably opportunity to get better. Client needs change after some time, and innovation can make it less demanding to discover more about clients and guarantee that everybody in an association can exploit this data.

Types of CRM solution

Customer relationship management (CRM) is vital in maintaining an effective business. The better the relationship, the simpler it is to direct business and create income. Thusly utilizing innovation to enhance CRM bodes well. The below mentioned are the four broad categories under which the concept has been segmented:

Outsourced solutions

Application service providers can give electronic CRM solutions for the business. This approach is perfect on the off chance that have to be executed an answer rapidly and the business organization does not have the in-house abilities which are significant to handle the occupation without any preparation. It is likewise a good solution if the business entity is already equipped towards online internet business.

Of the shelf solutions

A few programming organizations offer CRM applications that incorporate with existing bundles. Chop down renditions of such programming might be appropriate for littler organizations. This approach is by and large the least expensive choice as you are putting resources into standard programming parts. The drawback is that the product may not generally do absolutely what you need and you may need to exchange off usefulness for comfort and cost. The way to progress is to be adaptable without trading off excessively.

Custom software

For a definitive in custom-made CRM solutions, experts and programming designers will customize and design a CRM framework and incorporate it with the current programming.

This can be costly and time consuming. On the off chance that this option is picked, ensure that each and every demand should be precisely determined. This will normally be the most costly alternative and expenses will shift contingent upon what the software designer quotes.

Managed solutions

An asylum amongst custom and outsourced solutions, this includes leasing a modified suite of CRM applications as a custom-made bundle. This can be savvy however it might imply that needs to trade off as far as in terms of usefulness.

Implementation of CRM

The execution of a Customer Relationship Management (CRM) solution is best regarded as a six-stage process, moving from gathering data about the clients and preparing it to utilizing that data to enhance the promoting and the customers experience.

Step: 1 Collecting Information

The priority should be given to catch the data which will be required to distinguish the clients and categorize their conduct. Those organizations with a site and online customers benefit have favorable position as clients can enter and keep up their own particular points of interest when they purchase.

Step: 2 Storing Information

The best approach to store and deal with the customers data is by utilizing the social database which has been considered as an incorporated client database that will enable the business corporation to run all the frameworks from a similar source, guaranteeing that everybody utilizes updated data.

Step: 3 Accessing information

This step is conducted after the collection of data is done. This step comprise of making the data available for the staff and all the management in the most useful form.

Stage: 4 Analyzing customers behavior

By making use of the data mining tools and approaches in the spreadsheet programs in which analysis of the data is done for the identification of the patterns and the bonds and the business entity can profile the customers and develop sales plans and strategies.

Stage: 5 Increase in efficiency in marketing and promotion

It has been experienced by the number of business entities that a huge amount of profits can be attained by the small number of customers. Moreover CRM can also be utilized for establishing and developing a better understanding for the customer’s needs, requirements and self-perception. Also the special and most valuable customers can also be rewarded.

Step: 6 Maximizing customers experience

The most significant component in the development and growth of a business entity are the customer’s reviews and the experience. If the problems and issues are identified quickly then it will save time for the other customers and will also enhance the satisfaction level of the customers.

Drawbacks of CRM

There are varied reasons which describe why the implementation of the customer relationship management solutions might be proven disadvantageous for the business entity.

Lack of commitment: There could be an absence of responsibility from individuals inside the organization to the execution of a CRM arrangement. Adjusting to a client centered approach may require a social change. There is a risk that relationships with clients will break down, unless everybody in the business is focused on viewing their operations from the clients' perception. The outcome is client disappointment and possible loss of income.

Poor communication: This will prevent buy-in. In order to have a proper working CRM each and every individual in the business organization is required to have an appropriate set of communication skills. This will make them aware about the all the essential data concerning to the customers and which is considered as very much significant.

Weak leadership: This point can be considered as one of issue for any of the CRM implementation plan. As a good leadership constitutes a number of variables which contribute in an efficient working of CRM strategies. These strategies are implemented for satisfying the customers. And if the leaders are proven weak in adhering all the above mentioned practices then it will impact negatively over the customers relations with the entity.

Features of CRM

Client Relationship Management is a system which is altered by an association to oversee and administrate its clients and merchants in a proficient way to achieve perfection in business. The below presented are the primary characteristics of CRM system:

Needs and requirements of customers: It is not possible for any of the business organization to determine the demands of the customers and here CRM plays a significant role. As this mechanism enable the entity with the likes and requirements of the consumers by analyzing their perceptions. And by identifying the needs of the consumers it will be easy for the firm to serve the consumers effectively and maintenance of long term relations.

Customer response: These are the reactions which are made by the business entity to the issues and activities of the customers. Tackling with these queries is required to be done efficiently and this is to be done by utilizing or adapting the CRM strategies and approaches. The system will provide with the best suited solutions to the queries.

Customer satisfaction: Consumer loyalty is the measure of how the requirements and reactions are teamed up and conveyed to exceed expectations client desire. In the present focused business commercial center, consumer loyalty is a critical execution example and fundamental differentiator of business methodologies. Thus, the more is consumer loyalty; more is the business and the holding with client.

Customer loyalty: Client dedication is the inclination of the client to stay in business with a specific provider and purchase the items routinely. This is typically observed when a client is especially fulfilled by the provider and returns to the association for business bargains, or when he is tended towards re-purchasing a specific item or brand over circumstances by that provider. To precede with the client reliability the most imperative angle an association should concentrate on is consumer loyalty. Henceforth, client steadfastness is an affecting part of CRM and is constantly pivotal for business achievement.


In the limelight of the above executed analysis it has been inferred that CRM has been considered as one of the significant approach. This mechanism has been adopted by number of the business organizations for providing the consumers with a great experience and also an increased level of satisfaction.


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