Paper Example: How to Implement a Customer Relationship Management System

There are multiple benefits of implementing a consumer relationship management (CRM) system in every business. CRM assists in improving business relationships and building client communication. It also ensures the smooth functioning and running of daily operations alongside assisting a firm to focus on its customers. Apart from that, it is essential to identify that CRP does not only help the clients; it also participates in improving team communication. Within a firm. CRM should not be observed as a play or plug tool that is easily adopted or added to the technology stack. Since it is a core aspect of any organization, it should be implemented keenly. More than 75% of CRM systems fail due to the way they are implemented (Talón-Ballestero et al., 2018). The paper focuses on determining how standardized CRM systems are implemented.

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The first step of implementation is ensuring that the top management approves its adoption. Every system is always successful when all people are on board regarding using the system. Failure to obtain support from top management can result in the entire system failing. After that, the project manager should appoint a dedicated superuser (Abu-Amuna et al., 2017). The latter can be described as a person who knows everything about the system. They can be internal or external go-to –persons regarding the system (Kasem et al., 2018). The super users are mostly CRM vendor contact points.

The third step entails setting up internal usage guidelines. To obtain a good CRM system, all the internal data should be keenly and precisely described. Thus, the a need to have common practical usage guidelines (Bhat & Darzi, 2016). The fourth step includes offering sufficient training to the users. Most clients get a system and start using it without reading the attached manual. To ensure proper implementation of the system, project managers should teach both sceptical and enthusiastic users regarding the work processes, and the expected change (Badwan et al., 2017). The last step includes defining the CRM strategies to be used alongside the adoption of the CRM philosophy.

Conclusion

The implementation of a CRM system requires commitment, preparation, and cooperation in the entire firm. Many things, like getting people on board, allocating resources, and drafting a consistent and clear plan of action, among others are some of the requirements that are supposed to be met. Most importantly, the implementation stage of the system is very critical; if its adoption is not standardized, it can shift how users access it or how a firm conducts its business. Therefore, a CRM system can be viewed as a new way of thinking. Its implementation ensures a strategic business approach of uniting internal, technology, data management, and employees within an organization to keep their clients.

References

Abu-Amuna, Y. M., Al Shobaki, M. J., Abu-Naser, S. S., & Badwan, J. J. (2017). Understanding Critical Variables for Customer Relationship Management in Higher Education Institutions from Employees Perspective. http://dstore.alazhar.edu.ps/xmlui/handle/123456789/407

Badwan, J. J., Al Shobaki, M. J., Abu-Naser, S. S., & Abu Amuna, Y. M. (2017). Adopting technology for customer relationship management in higher educational institutions. http://dstore.alazhar.edu.ps/xmlui/handle/123456789/364

Bhat, S. A., & Darzi, M. A. (2016). Customer relationship management. International Journal of Bank Marketing. https://www.emerald.com/insight/content/doi/10.1108/IJBM-11-2014-0160/full/html?mobileUi=0&fullSc=1&mbSc=1

Kasem, N., Suberamanian, K., Nayan, S. M., & Moghavvemi, S. (2018). Role of Media Agencies to Implement Social Customer Relationship Management Among Malaysian Organisations. In Handbook of Research on Innovation and Development of E-Commerce and E-Business in ASEAN (pp. 664-680). IGI Global. https://www.igi-global.com/chapter/role-of-media-agencies-to-implement-social-customer-relationship-management-among-malaysian-organisations/260713

Talón-Ballestero, P., González-Serrano, L., Soguero-Ruiz, C., Muñoz-Romero, S., & Rojo-Álvarez, J. L. (2018). Using big data from Customer Relationship Management information systems to determine the client profile in the hotel sector. Tourism Management, 68, 187-197. https://www.sciencedirect.com/science/article/pii/S0261517718300670