Table of Contents Introduction. 1 Research Statement. 1 Aim and Objectives. 1 Sample Literature Review.. 1 Research Methodology. 1 Conclusions.
1 References. 1 1. Introduction In the globalizedand financially driven world of today, many organizations and businesses strivein order to create and maintain competitive advantages that will allow them to furtherincrease their profits and secure long term viability. Based on these economicand historical parameters, this paper will try to demonstrate specifictheoretical and practical points through research in the form of a researchproposal. This paper will contain the presentation of the topic of customerrelations, the importance of them for an organization and the structuredapproach that this subject will be analyzed and researched in the future. 2.
ResearchStatement ITinvestments in the management of customer relationships are a high priority forcompanies in today’s over-competitive financial and entrepreneurialenvironment. An accurate and methodical investment in a management of CustomerRelationships system or a CRM system contributes to the satisfaction of the customers’requirements through multiple communication channels, which lead to an increasein the “value” of every customer relationship. Even though huge sumshave been invested up to today in CRM systems on a global scale, many companiesfail to implement these systems and fully exploit their capabilities.
The mainreason seems to be that CRM is treated as a technological tool. 3. Aimand Objectives Based onall of the points and the introduction that was made earlier, the aims andobjectives of this paper will be to be an introduction to the right use of CRMand e-CRM systems and decipher the true capabilities that li within thissystem. Additionally, there will be decipherment of the wrong ways that CRMsystems have been used in the past by a variety of organizations. 4. SampleLiterature Review 4.
1. CRM CRM standsfor “Customer Relationship Management” or “Customer Management Relationship”and it is mainly a system of rules or a collection of systems and IT technologiesthat focus on automation and the improvement of all the business processes.These procedures are relevant with customer relationship management and relatedto the sales departments, marketing, customer service and support. As thesesystems basically refer to the customers each company, their main goals are tolocate the most important customers that exist in the system of the company, toincrease the amounts that they have available for consuming purposes, to limitthe consumer losses and the creation of a loyal purchasing mass audience. Froma customer’s perspective, the CRM is the way through which the business ororganization does the following acts:• Detectsthe customers.
• Collectsall the necessary information about them.• Maintainsconstant contact with them through constant communication.• Tries tosecure that the products satisfy the customer’s needs.• Controlsand tests the credibility of the products. For the enterpriseor the organization itself, CRM is the way through which it utilizes the data thatis associated with the customers and therefore, it generates Knowledge which istransformed into sales. Through a CRM application, the business can simplifythe monitoring process and the obligations for the whole company but also ofeach employee separately.
Through CRM, the employees can be able to share information,sales and orders as well as information and use them to identify the customersand prioritize the needs that each service needs to satisfy. The employees canquickly assign, manage and resolve incidents with automatic routing, tailingand scaling service requests. The company may also receive reports for all the issuesthat concern it in relation with the customers. The customers are usually unawareand are not interested in the processes that have been taking place internallyin a business and even more importantly for the methods that each organizationoperates through. Even though, all customers are affected by CRM through theopportunities of interaction with the business and organization, whereas theseprocesses include many different kinds and forms of communication, such as first-linesellers, call centers, mails, messages, internet and many others. Thus,customers, through their frequent communication with a company and itscommunication channels that are defined by the CRM system, strengthen theirloyalty to the company and business as a proof of the available assets’profitability.
Usually a customer stops trading with the company-company due topoor services. 4.2.
E-CRM E-CRM providesbusinesses with the means to conduct an appropriate, personalized, interactivecommunication with the clients across the online, electronic and traditional communicationalchannels. Technologically, e-CRM comes from the same techniques that increasedphone performance centers and personalized marketing to promote massively productsin small segments of the market. E-CRM is based on these techniques and additionally,it tries to extend them with new technologies and new market analysis, as wellas new communicational channels.
The fact is that customers require a varietyof capabilities, responsible and easy service. The communicational channelsused in the new economy, throughout the new technology used for interactionwith customers have multiplied. In order for a business to stand sufficientlyin the new competitive environment that exists today, it has to provide the samequality of services through all of its channels of communication. The processeswhich best describe the process of e-CRM are the ones below: · Thedesign of customer and business interactions.· Personalizationof each action for each customer.· Communicatingwith the client at the right time, place and with appropriate communicationmedium Facilitate and close the transaction.Inaddition, E-CRM, since it is the electronic part of the total CRM activity, ithas the exploitation capability of conversion of visitors to buyers. For exampleby tracking customer movements within the site or site e-shop, a company canperceive the potentiality that a new visitor to the website has to become abuyer or a customer.
5. ResearchMethodology Themethodologies are usually separated into two distinct categories. These categoriesare the quantitative researches and the qualitative researches.
The quantitativeones include numerical and sum-related subjects and approaches of analysis inorder to produce useful knowledge. The qualitative ones include an approach thatis mostly descriptive and tries to connect points to create relationships ofconcepts. There are exceptional cases where these two different approaches ofanalysis are combined and therefore, create a descriptive numerical researchprocess and paper.
This specific paper will include a qualitative analysis todetermine the quality of the processes that organizations use. 6. Conclusions This paperhas been a brief introduction to a content that concerns the research of abusiness oriented subject. 7. References
