Many organizations prefer the customer relationship management strategy to help solve different kinds of problems. The success of customer relationship management strategy depends on its factors associated with CRM components such as process, technology and human.
Customer relationship management is a plan within an organization that should be used in promoting and managing organization interaction system between customers and sales staff. According to the CRM system, its implementation in a company should be started from the working to critical CRM and then from the togetherness in CRM prior to its execution (Arab 2010).
The CRM process component is divided into the following seven successful factors. The first such factor is marketing. It is the critical factor that handles the relationship with the customers, knowing the customer’s procurement habits and understanding the customers need (Arab 2010). The second factor is sales. Managing the relationship between the clients and stuff has always been a natural feature of the sales undertakings and operations CRM system. It always proved to have an important role on sales channels and relationships after the sales services processes are done (Arab 2010). The third factor is services. Inside the CRM system environment, the relationships with customers are the main aspect of a successful factor of CRM. It makes a follow-up into all issues related to client services. The high quality of services becomes critical (Arab 2010).Giving meaning and explain the CRM formatis the next successful factor. Considering the CRM concept, unavailability of self-explanatory and open CRM process may lead to malfunctioning of CRM exercising. It needs to explain the approach from operational CRM, analytical and cooperative CRM (Lee 2002). Customer direct and indirect involvement, the fifth factor, helps the company to examine the client relationship life cycle. Moreover, it helps to find the areas of difficulties which can be solved by the CRM approach. Thenext factor is the personalization process. It is required in making the gathered client information to be usable and useful to the organization. The last factor is the proper planning of time and allocations.Prior to exercising a CRM program, budget and time should be optimized and controlled (Arab 2010).
Human plays the significant role in a CRM. Customers and employees are the main source of the successful CRM projects. The main aim of a CRM strategy is to interpret the customers’ information into useful services and a product that meets the client needs to gain their loyalty (Arab 2010).
Involvement of the management and organization staff is important for the implementation of CRM to serve the customers and satisfy their needs. It can be done through the following ten successful factors of the human component. One of such factors is a client aspect. There should be a stable relationship between company and people who require the services (Arab 2010). The company should know worth of the people to whom the service is given.Also it is necessary to know why clients value a product. Value depends on how the customer understands it; it can be low prices, quality or services. Retention and loyalty, the other factor, involve good connection with customers and satisfying the customer’s needs (Arab 2010). Talking about the company’s points of view, they are the minor groups. The first one is culture. It is about trying and changing the old work system of and adjusting to the new technique. To get the best outcome from CRM strategy in realizing its goals, organization need to adopt a system or tradition where staffs are encouraged to learn and share, It is possible with a new work system (Arab 2010).
Nocultural difference means putting CRM into practice so that to be compatible with the existing organizational culture. Duties done by the staffs employed in a company are the next successful factor of the human component. Progress points connected to duty performance is characterized by the skillful staff (Arab 2010). All employees need to promote readiness, cooperate and accept new duty programs. Because worker’sincentives highly determine CRM program execution, the workers should always be motivated.
CRM successful factors that are related to the managerial level includeseniors management involvement and back up. Management back up support will have a positive impact on the CRM implementation as it will be successful in the organization system. Both manager and employees should be skilled about the concept of CRM and how to apply to their daily duty (Arab 2010).If to define and deliver CRM system strategy, thedirectors should be able to define CRM system strategy as compared to the organization strategy.Assurance from the board of director’s commitment in implementing CRM is also important. The organization managers should be in a position of using CRM strategy(Arab 2010).
The technology has been supporting new ways of doing business and also introducing new business methods, most organization have preferred using technology to help in the fastening of service delivery. Besides, technology has also put in place as part of solutions to challenges which come from the use of technology (Arab 2010).
Technology, the other component of CRM, is computing capabilities which makes possible for an organization to save, organize data and use them to refer to customer record (Arab 2010). Technological aspects can be used as the successful factors in CRM strategy. They include the following six successful factors. Among these factors the first one is the sales strength automation. This is a system that automatically saves and records stages in the sales process. It can be used in departments that are in charge of the customer services (Arab 2010).The second factor is the software for CRM. The software can help an organization to carry out proper customer relationship management. The software can work across all departments to help harmonize customer thinking towards the organization (Arab 2010).
The third factor is data warehouse. Data warehouse system can be used in storing organizational data and ease the data analysis and reporting to the higher authorities (Arab 2010). Help desk, the fourth factor, provides information to an organization in case they need to improve their services to the clients (Arab 2010). The next factor is call centers. Customer care is a very essential tool for the growth of the company. Organizations should have a call center where clients can call for any queries and complaints (Arab 2010). The last factor of the technological component is Internet influence. It helps in the provision of news and improves the customer relationship with the company because the client can reach the company anytime through an email.
Managing a CRM project in the right way is important to achieving the initiative positive outcomes. During the implementation of CRM system program, every staff in an organization should be encouraged to learn the system. The use of successful CRM system can help in maintaining the client database. Organization using the system should always ask the customers if there is a change, so that they can be able to see it and apply into the success strategy of their work.