The Customer Relationship Module, Research Paper Example

The Customer Relationship module is often a part of an entity resource planning suite and it is considered a core component. The CRM module provides enhancement in customer service by facilitating tools focused on gaining customer loyalty. Likewise, specific marketing campaigns are developed for focusing on targeted customer. Secondly, the other module that is incorporated in the CRM module is service management, as this module provides agent of customer services bundled with specified scripts. These agents provide a platform for discussion on customer likings and recommending savings along with product information.

The customer relationship management is considered to be a mandatory tool that is used for managing customer relationship. Likewise, the deployment of the CRM system is considered as a major change for the organization. The success of this implementation is dependent on a strategy and project management. After the acquisition, the organizations have observed a significant change in terms of customer satisfaction. Likewise, the processes needs to be defined such as the behavior of new application needs to be addressed in the operating procedures, how the departments will communication with each other, the management of information and access control for data authorization. In order to make this major change a success, user acceptance is necessary and needs to be addressed by the project manager. Overall, the goals of customer service management incorporate customer loyalty and to gain competitive advantage via improved customer service management, specific targeted marketing campaigns to improve product selling and maintaining customer database. The drawbacks can be misuse of information, incorrect/outdated information in customer database.

ERP

Riordan can achieve significant benefits by deploying an enterprise resource planning solution. As it can directly enhance the revenue stream by lowering down the costs and enhancing sales in many areas. Likewise, it will enhance productivity and efficiency by reengineering current processes that are time consuming and costly. Apart from these benefits, ERP is bundled with financial management, customer relationship management, supply chain management and process automation. Moreover, ERP will define a unified angle to the organization in terms of information and decision makers can make informed decisions to gain business objectives. In addition, ERP gives better insights of how to redesign policies and procedures to provide better service improvements across the board. Apart from streamlining processes, they can be monitored and measured as well, as that the gaps can be addressed. One of the researches published by Aberdeen defines the application cost, maintenance and services, consideration and measurement needs to be carried out while evaluating the software and its return on investment on ERP implementations (Negahban, Baecher, & Skibniewski, 2012). One of the challenges for implementation ERP solutions is the exact translation of business and massive cost. Riordan needs to set a long term strategic objective while considering the implementing the ERP solution.

 SCM

Supply chain management is also one of the core components and often bundled with ERP suite. Likewise, this module enriches the supply chain management process by scheduling, planning, procuring and managing supply chain functions that are used for provision of optimal service level management that leads to capitalization of supply chain. Radio Frequency Identification (RFID) is a technology to recognize objects. This technology is for eternity classified as a technology similar to Automatic Identification and Data Capture (AIDC). AIDC consists of Barcodes, Biometrics and Smartcards. Apparently, RFID and Barcodes technologies are considered as one of the key drivers in supply chain management operations to categorize objects or merchandize at various workflow stages.

The best fit for Riordan is the ERP solution, as it incorporates all three elements i.e. CRM, SCM and the ERP itself. All these modules will provide future benefits, as well as assist the organization to achieve its goals with a low cost of ownership.

References

Negahban, S. S., Baecher, G. B., & Skibniewski, M. J. (2012). A decision-making model for adoption of enterprise resource planning tools by small-to-medium size construction organizations. Journal of Civil Engineering & Management, 18(2), 253-264. doi:10.3846/13923730.2012.666503