Could someone provide me with a response to my classmate reply to this question.

Question

Could someone provide me with a response to my classmate reply to this question.

Here is the question: Explain how you would approach a CRM strategy for the company or organization where you are working.

What is positive about it? Do you think it is effective?

Here is their response:

At my company, we are always contacting the help desk when there's something wrong with our equipment. The help desk will attempt to contact us, via email or phone 3 times before cancelling whatever issues we put on that ticket. They always contact us during the weekends and off work hours, which frustrate us and delays our work flow. They don't provide any detail on how long the issue will take to resolve.

A Collaborative CRM will improve the lack of communication. Collaborative CRM is an approach to customer relationship management in which the various departments of a company, such as sales, technical support, and marketing, share any information they collect from interactions with customers( Rouse, n.d.). The purpose of collaboration is to improve the quality of customer service, and, as a result, increase customer satisfaction and loyalty.

Implementing a successful CRM program can be one of the most important parts of an industry in today’s society. All businesses need to take an interest in safety, training, employee and customer relations as well as customer satisfaction because these make up the backbone structure of a successful company in this day and time. Employees who are well trained have been shown to have less accidents and perform much higher than employees who are not properly trained. Human error can really cost a company and its customers in certain situations, and not just money in fact sometimes lives are lost. These program help to make our industries safe for everyone and this seems to be a very important thing.

Explanation / Answer

CRM or customer relationship management refers to the system implemented to manage the business relationship with customers as well as the data related to the customers. There are three types of CRM and are Operational CRM, Collaborative CRM and Analytical CRM. Operational CRM takes care of business processes that include sales, marketing and service related to products and service offered to the customers. Collaborative CRM shares customer information among various departments to improve quality of customer care. They communicate with customers and used for feedbacks and issue reporting. Analytical CRM helps to determine better ways to serve customers through data analysis.

From your classmate’s reply I can understand that her company does not have a good CRM strategy because good CRM strategy always tries to improve the customer satisfaction and would not try to close the call without finding a better solution. Frustrating customers do not indicate a successful CRM strategy. Employees should be able to approach the CRM at any time to solve their issues with proper details. Her answer does not provide information on the positive sides of the strategy and just provide an opinion about collaborative CRM strategies that should be entertained by the companies in these situations to ensure customer satisfaction. The later part discuss about the benefits of implementing a CRM program in the company for the employees and not about the effectiveness of the positive aspects of the CRM strategy implemented in her company. The effectiveness of the CRM strategy can be identified through greater customer satisfaction by prioritizing the customers, setting up an effective communication strategy to involve the employees and proper understanding of the customer requirements.

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