customer relationship management

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1. Environment:   It helps the management to take firm decision about the various aspects. The enterprise website has helped in cultivating a common enterprise-wide understanding of the necessity of customer satisfaction and innovativeness. . From a practical point of view, the slogan is about competitiveness -- the ability to fulfill customers' need and the ability to win customers. To achieve innovation and maximize customer satisfaction, employing information technology (IT) has been a well-accepted practice.

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2. Strategic planning for CRM   The first consideration in the CRM implementation strategy was to ensure that the goal of CRM project was consistent with company’s long term goal. Which in turn encouraged effective cooperation across departments in the organization such as sales, marketing, customer service, and production department, as also from external corporations. Prior research mentions that strategic alliance with customer and strategic use of information system are critical for an enterprise success.

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3.Involving participants.   There should be adequate user involvement, including top manage­ment support and advices from customers as well as other system users, is one of the determinants of the CRM suc­cess. According to Frontline engaging in CRM initiatives without customer/system user input and without enough top management support is one major reason of CRM failure. sales persons are the principal CRM system users.

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4. Making Use of the Infrastructure Support   The well developed IT infrastructure facilitated the integration of the CRM system with other management information systems and thus enabled better information transfer among each department. Besides IT, human resource is another infrastructure component in the WS framework. Infrastructure component includes human and technical resources that the WS relies on, even though these resources exist and are managed outside of the CRM system and are shared with other work systems

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5.Enabling CRM with Technologies.   The web-based CRM initiative equipped customers through an electronic channel based on an ease-of-use principle. Compared to traditional CRM, electronic application in eCRM enabled customers to interactively communicate. The availability of real-time customer information through the e-CRM enabled the three functions of marketing automation, sales automation, and customer self-service. Phone calls, emails, mobile phone text messages, or WAP services: Loyalty cards Web Based CRM Face-to-face CRM

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6. Reengineering Products/Services for Customers   Business process in the WS framework encompasses activities combining information communication, sense making, decision making, and physical actions that result in a desired business outcome.

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7. Information Management.   Information in the WS context includes codified and non-codified information used and created as participants perform their work. Information in the CRM system mainly refers to customer information and the customer knowledge created. Past research indicates that one of the key components in a competitive strategy is to best satisfy the needs of customers.

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8. Trust 9. Value The ability of a selling organisation to satisfy the needs of the customer at a comparatively lower cost or higher benefit than that offered by competitors and measured in monetary, temporal, functional and psychological terms.

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