The Basics of Customer Relations Management
Every company has cliental so, at a minimum, they should maintain basic information about their customers such as a name, an address and all past purchases. So basically, every company has already created a basic CRM database to better understand and serve their customers.
This paper will first identify the concept of the CRM concept; find comparative advantages for CRM in-house and outsourcing functions; and will spotlight a company and how they effectively use CRM techniques to meet operational requirements.
CRM Concept
Whether it’s sales, customer service or just gathering statistical data; CRM covers all interactions between a company and its customers. Emerging technology and the ease of self-service has changed the methods in which companies employ CRM strategies but the concepts still remains the same; knowing what the customer wants and what their habits are going to be. “Organizations are therefore looking for ways to personalize online experiences (a process also referred to as mass customization) through tools such as help-desk software, e-mail organizers and Web development apps.” [1]
“CRM helps businesses use technology and human resources to gain insight into the behavior of customers and the value of those customers.” [2]
In-House and Outsourcing CRM - Comparative Advantages
Even though each CRM method (in-house and outsourcing) can function independently and provide a different management strategy to better understand clientele, they often share similarities and/or advantages. Table 1 below illustrates the comparative advantages associated ...