Week 6 ---- CRM in Organizations.

Week 6 ---- CRM in Organizations.
Lecture this week discussed about CRM in organizations. How important is to integrate the data mining tool with the business and how important is to implement it effectively. We also looked at how an organization should select the appropriate right CRM software for its functionalities and needs.
Two case studies which described how a CRM project can fail did give more real time knowledge. In the case of Birmingham city council it was obvious that it wasn’t going in the right track but interestingly IBM was another company that had issues with CRM. If a company of that nature has had issues with implementing right product for its own use then no wonder the city council had issues as well. In my opinion the companies which want to use CRM software first should understand customer needs and behavior, the type of process that they use and how can they be substituted to be achieve more customer focused relationship. As the IBM case study disclosed user commitment is the most important factor for a company to succeed. In the case study of the council the main objectives of CRM - that is integration for better performance – was not achieved.
An article – CRM: An organizations best friend. An organization must wisely choose CRM to be effective in using that. It explains how CRM is making positive changes in the company and in turn increasing revenue. Another interesting aspect is that the companies outsource the CRM aspect to a third party vendor. The organization should consider the reputation and credibility of the vendor before accepting or giving them the job to do.

To conclude I think CRM is very important in a company’s perspective and in today’s competitive market a company can survive only with its present customer database and to maintain and improve customer support and loyalty the company should display the same to the customers. CRM can be a mediator between the organization and its customers and it relationship depends on how well an organization uses CRM

Venkat
20105169