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Customer Relationship Management - Essay Example

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Such an organization will have competitive advantages such as certified ISO 9000, reduction in costs, delivery on time, new technologies and CRM implementation. Marketing activities are important because they add value to CRM through tracking a customer’s activities. CRM, in current days, is considered a buzzword in selling and marketing activities (Bidgoli, 2010). There is tracking of cookies, which is similar to that of Google Analytics, which will allow an organization to build a digital trail of a customer interacting with the firm automatically. Google Analytics does provide the overall trends of the visitors while marketing automation will offer tracking at a micro level hence the organization is able to see the activities of its customers. For instance, a customer will open a paper, view the price information in the paper and this information is able to give sales representatives intelligence regarding their prospects. CRM can include capabilities of emails while marketing using automated software will offer comprehensive marketing system via the email. Most of the features of automated marketing include the abilities of sending blast emails that will display each sales representative, email resending tests among others. Traditional forms of marketing used to focus on the 4ps for increasing market share. The market share was increased through increasing the volume of transactions taking place between a buyer and a seller. On the contrary, CRM currently focuses on use of various strategies, procedures, tools and technologies available in promoting good relationship between customers and sellers for the purpose of increasing the sales volume, profit of the firm and creating customer satisfaction. Ways to Deploy CRM Solutions available for CRM today encompass more than just market automation and sales, but also building customer loyalty, mobile and internet business and Web 2.0 driven value of CRM in the society. Therefore, CRM has expanded to be a key predictor of the business activities done by enterprises. Options available for an enterprise to consider when deploying CRM include hybrid combination, RMS on the premise, on premise CRM that is managed by the vendors, etc. Organizations that employ o-premise deployment method lease infrastructure that include the operation systems. These applications will be installed in the organization’s data center and hence the entire package will be owned by the organization. The firm can customize the applications as needed because it has full control over all infrastructure and data. Siebel CRM product from Oracle Corporation uses this category and according to Gartner, this type of deployment makes up seventy percent of the total CRM market. Vendor Managed CRM deployment on the premise is similar to on-premise deployment although in this case, the vendor is responsible for providing the operational support for the entire application at the site hosting the application. The firm preserves the ability of this application to function and they can customize the application to a specified extent. Modifications on this application can be done by mixing internal resources and resources supplied by the vendors. Use of server roles enables a company to deploy other servers to other servers for performance (Wolenik ...Show more


CRM has its focus on the ability to aggregate knowledge about customers who have a significant in affecting the profitability of a company, and managing these customers for the long-term profitability of the firm. Marketing, on the other hand, does focus on orchestrating one-on-one communication with early stage prospective customers and on routing of new prospects for managing subsequent marketing and selling activities of a firm…
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