Implementing Customer Relationship Management, Assessment Example

 Implementing customer relationship management (CRM) is a task that is filled with insecurity and change. The successful implementation of CRM depends upon some basic principles and tactics. By implementing CRM, costumer’s satisfaction has been celebrated by the majority of organizations (InvisibleCRM, 2013). Some of the changes that occur by implementing a new application are change in work routine, change in knowledge about new application, how people work together, who manages information and accountabilities and data authorization. To make sure successful implementation of CRM application and acceptance by the users ‘The Change Management’ strategy must be followed. Five functions of mySAP CRM Interaction Center incorporates:

• Inbound Telesales used for customers placing an order
• Outbound Telesales is used for supporting sales campaigns
• Information Help Desk that is used for solving and following customer complaints and request
• Service used for processing complaints and user request
• Complaint handling for processing complaints

CRM is considered a core component of an ERP, as it demonstrates customer service improvement by providing tools to gain customer loyalty. Moreover, CRM also provides marketing campaigns for targeting customers to spread product awareness. One of the core components of a CRM is service management, as it facilitates customer service agents with customized scripts for discussion with customers along with giving them authorization for product returns along with a searching facility in a knowledge base associated with support information. Marketing has been discussed earlier (InvisibleCRM, 2013). Therefore, the overall purpose of CRM is to achieve customer loyalty to gain a competitive advantage by responding to customer via better service management, target them with efficient marketing management and building a database of customers to know them better.

References

InvisibleCRM. (2013). InvisibleCRM partners with SAP on enhanced integration and user interface capabilities for SAP® customer relationship management. Business Wire (English),