Mandated use of crm
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Customer relationship management (CRM) involves using technology to organize sales, marketing, customer service, and technical support to manage interactions with current and future customers. It applies data warehouse technology to aggregate customer data and provide key performance indicators. Many organizations now believe mandated CRM use can increase user satisfaction and enhance employee service quality, improving customer satisfaction and allowing economic benefits from satisfied customers. However, user satisfaction with the system is important, as unsatisfied users can negatively impact their service quality and customer satisfaction.
Mandated use of crm
- 1. Customer relationship management (CRM) is a model for managing a company’s interactions with current and future customers. It involves using technology to organize, automate, and synchronize sales, marketing, customer service, and technical support.
- 2. Relationship management is a customer-oriented feature with service response based on customer input, one-to-one solutions to customers requirements, direct online communications with customer and customer service centres that help customers solve their questions. Use of technology:This feature is about following the technology trend and skills of value delivering using technology to make “up- to-the-second” customer data available. It applies data warehouse technology in order to aggregate transaction information, to merge the information with CRM solutions, and to provide KPI (key performance indicators). Opportunity management:This feature helps the company to manage unpredictable growth and demand and implement a good forecasting model to integrate sales history with sales projections.
- 3. Many organisations now believe that mandated use of CRM can increase user satisfaction. Also it can enhance the employee service quality. So to improve service quality and customer satisfaction and to reap the economic benefits with satisfied customers many organisations are now implementing CRM.
- 4. Satisfied employees offers high quality service that satisfies customers. Thus using information systems like CRM fulfil the needs of employees to perform their job with full dedication. SPC research has shown that employees service quality is influenced by individual characteristics like employees personal knowledge about conducting customer service tasks and job dedication. So a user friendly system is necessary to ensure user satisfaction.
- 5. Mandated use of CRM may prove beneficial but then user satisfaction with the system is very important. Unsatisfied users can have a negative impact on their service quality and also on customer satisfaction. If employees personal knowledge is high then he can cope up with the dissatisfaction otherwise it can bring down his performance drastically.
- 6. Order fulfilment Transaction record keeping Knowledge repository
- 7. Thus use of CRM can affect the decision making of the organisation. They can maintain databases of the potential customers, prospects and also ex customers. By analysing data obtained through CRM they can satisfy the unsatisfied customers and retain the existing customers.
- 8. Use of IS can enhance the service quality of employees to a great extent. But the level of job dedication is also important to learn concepts and systems. Also embodied service knowledge is important so that CRM is used to its full extent to generate satisfied customers and profits to organisations.