CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS (CRMS)

CUSTOMER RELATIONSHIP MANAGEMENT SYSTEMS (CRMS)

CRMS are firmly rooted in front-office integration and revolve principally around marketing.

The motivation is to integrate technology and business processes to meet customer requirements at any given moment.

Customer relationship strategy is about cementing long-term, collaborative relationships with customers based on trust (Crosby 2002).

More about enhancing the customers’ lifetime value to the firm instead of short term revenue gains from the customer.

As a competition have increased, the market segmentation was started to focus towards customer-centric orientations instead of focusing on customer segmentation.

Customer-centric orientation was about a relationship with the customers and treating each customer individually and uniquely. It was one-to-one marketing.

Besides that, there are also some problems that may occur in CRM. However, to overcome some of these problems, a CRM development plan based on a project lifecycle is outlined below (Bose 2002):-

1. Planning

2. Research

3. Systems analysis

4. Design

5. Construction

6. Implementation

7. Maintenance and documentation

8. Adaptation