The Role of Customer Relationship Management in a Firm’s Customer Management Harvard Case Solution & Analysis

The Role of Customer Relationship Management in a Firm’s Customer Management Case Study Solution 

ABSTRACT

In this research project, the effect of applying the concept of customer relationship management (CRM) on the everyday organizational practices the effective policies and procedures and their implementation on customer satisfaction and retaining the customers is evaluated. CRM provides an opportunity to an organization to investigate and analyze the needs of customers from the employees’ point of view. In this way, a company can attract new customers and increase their clientele.

The objective of this research report is to understand the role of using CRM in organizations. To further this understanding, primary data was gathered using an online survey.  This data, together with information gathered from secondary sources has been interpreted using  Eight Building Blocks of CRM: A Framework for Success. In conducting this research, objectives, strategy, and measurement of CRM have been considered. Utilizing the Eight Building Blocks of CRM: A Framework for Success theory gives a frame of reference for which the results have been analyzed and interpreted. Organizational trends have been matched with this theory, particularly those trends concerning loyalty and fulfillment and customer and employee satisfaction. From these findings,it would appear that the use of CRM in an organization concentrates on the management functions of an organization, particularly with respect to building an evolving customer knowledge base that can be accessed by employees.

Acknowledgement

I would like to express my special appreciation and thanks to Dr. Kay Fielden, who supported my work and helped me obtain results of better quality, you have been a tremendous mentor for me. I would like to thank you for encouraging my research and for allowing me to pursue it. Your advice on both research as well as on my career has been priceless. I would also like to thank, Dr. Xiang Cao, for your brilliant comments and suggestions.

 

 

Table of Contents

  1. INTRODUCTION.. 7

1.1 Background. 7

1.2 Rationale. 7

1.3 Aims and objectives. 8

1.5 Research questions. 8

1.6 Hypotheses. 9

  1. LITERATURE REVIEW... 10

2.1 CRM within the Organization. 10

2.1.1 CRM and Organization objectives. 11

2.1.2 CRM and Management processes. 14

2.1.3 CRM and Organization sustainability. 16

2.1.4 CRM and marketing strategies. 22

2.1.5 CRM and technology. 29

2.2 CRM and Customers. 31

2.2.1 CRM and customer retention. 35

2.2.2 CRM and customer satisfaction. 36

2.3 CRM and other factors. 37

3: Methodology. 39

Introduction: 39

The purpose of this research is to determine the role of CRM in a company’s customer management by taking into account the interaction of employees with the organization’s CRM. The study is based on both primary and secondary data to build a foundation for grasping the role of CRM in an organization. 39

Research design: 39

Research instrument: 41

The design of research instrument: 41

Reliability: 43

Validity: 44

Administration of questionnaire: 45

Data: 45

Analysis: 46

3.4 Ethical Considerations. 47

3.4.1 Ethical approval. 48

3.4.2 Risk of harm. 48

3.4.3 Informed consent. 49

3.4.4 Privacy and confidentiality. 49

3.4.5 Deception or Misrepresentation. 50

3.4.6 Conflict of interest. 50

3.4.7 Compensation to participants. 51

  1. RESULTS/ FINDINGS. 52

4.1 How many employees are there in your organization?. 54

4.2 What is your gender?. 54

4.3. Does relationships with customers are given great value in your organization?. 55

4.4. Does your company’s corporate strategy give importance to a customer’s needs?. 56

4.5. Does your organization clearly identifies different customer types?. 57

4.6 Do you think your company is able to give excellent customer service at any point of contact?. 57

4.7 Do you think that Customer Relationship Management is a good step to ensuring quality?. 58

4.8. Do you agree that CRM as a tool helps customer simplify their requirements?. 59

4.9 Do you think that CRM adds value for both the organization and the customers?. 60

4.10. Do you believe that information about customers should be stored in the company database for future use?  60

4.11. Please write any other comments in the box below.. 61

4.12. I consent to participate in this survey. 63

5: DISCUSSION.. 63

CRM VISION: 63

5.1 CRM Strategies. 64

5.2 Customer Experience. 65

CRM and organizational collaboration: 65

5.3 CRM Management. 65

5.4 CRM Information. 66

5.5 Technology and Marketing. 66

  1. RECOMMENDATIONS ON CRM... 67
  2. CONCLUSION 70
  3. APPENDICES. 72

8.1: Ethics Proposal 72

8.2: Ethics letter of acceptance this should be in the appendices. 76

  1. References You still have one repeated reference. 77
  2. Appendices. 81

List of Tables

Table 1 - Summary. 52

Table 2 - How many employees are there in your organization?. 53

Table 3 - What is your gender?. 54

Table 4 - Does relationships with customers are given great value in your organization?. 54

Table 5 - Does your company’s corporate strategy gives importance to a customer’s needs?. 56

Table 6 - Does your organization clearly identifies different customer types?. 57

Table 7 - Do you think your company is able to give excellent customer service at any point of contact?  57

Table 8 - Do you think that Customer Relationship Management is a good step to ensuring quality?. 58

Table 9 - Do you agree that CRM as a tool helps customer simplify their requirements?. 59

Table 10 - Do you think that CRM adds value for both the organization and the customers?. 60

Table 11 - Do you believe that information about customers should be stored in the company database for future use?  60

Table 12 - Please write any other comments in the box below.. 61

Table 13 - I consent to participate in this survey. 61

You have one figure

The Role of Customer Relationship Management in a Firm’s Customer Management Harvard Case Solution & Analysis

 

 

1.      INTRODUCTION

1.1 Background

Customer relationship management (CRM) is a term that is used to describe the people,policies, and procedures used by an organization to deal with customers. CRM includes the strategies that are used by an organization to handle queries related to products, policies or any other organizational practices(Abdullateef, Mokhtar, & Yusoff, 2010). The concept of customer relationship management was first implemented during the 90’s and after success in the US, CRM has been accepted and practiced worldwide(Abdullateef, Muktar, Yusoff, & Ahmad, 2014). The automation of the customer relationship process has brought aboutchange especially when dealing in sales activities or marketing any new product(Akroush, Dahiyat, Gharaibeh, & Abu-Lail, 2011).

For the research carried out for this project, an online survey was used as the primary data gathering method, to gain information about employees’ views about CRM. Data was gathered from employees in a number of different organizations, using a convenience sampling method..................

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