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Running Head: CRITIQUE PAPER 1

Critique Paper

(Name)

(Institution)

CRITIQUE PAPER 2

The article chosen for this critique is - Eichorn, F. L. (2018). Internal Customer

Relationship Management (IntCRM): A Framework for Achieving

Customer Relationship Management from the Inside Out. Problems and

Perspectives in Management, 154-177.

Introduction

With the evolution of customer expectations on a daily basis, it is pertinent that

quality must be guaranteed to the customer experience all times. Quality is the

attribute accorded to a product or service. In the process of defining quality there

ought to be a point of reference hence standards which are the specifications,

requirements and guidelines that have been established for customer service

(Eichorn ,2018).

The standard therefore should be a reflection upon what ought to happen

across different customer interactions. It is thus a template that ensures consistent

customer service.

Analysis

This article focuses on customer relationship management (CRM) through a

description of the processes and tools that are being marketed to large

organizations. Despite the efforts by most organization in implementation of CRM

systems to assist them in the management of external customer interfaces, they are

failing in the integration of underlying processes of business and information

systems (Eichorn , 2018). This results in a customer experience that appears

innovative but is still facing issues of poor coordination and communication.

This article examines recent research on quality management and internal

processes that include service quality assessment models and in the process

CRITIQUE PAPER 3

develops a comprehensive framework for the implementation and assessment of

international CRM in service organization. The same procedures and practices are

applicable in the establishment of effective CRM despite the integration whether it

is done internally or outsourced (Eichorn , 2018). The results highlight the

importance of a clearly formulated business process. The process should have clear

communication and relationship building at all the levels of the specific business

organization.

Gaps, Limitations and Weaknesses Identified in the article

CRM is fairly a new technological concept that has increased in popularity in

the last decade. Even though several management may praise CRM as the greatest

innovation to improve customer service and increase competitive advantage. It

should be noted that CRM is just a tool for the basis of the market economy. The

change experienced through recent years is the great advantage that could be

gained in customer service through the process of leveraging the different

technologies in the management of communication and formations (Eichorn ,

2018). Big organizations apply the principles of small companies through the

process of collection customer information making it easily available to the front-

line staff. Technological approaches are the focus of most vendors of CRM.

The definition of CRM herein lack the detail ingredients of CRM which helps

enterprise especially the marketing department to make strategic identification of

their customers and manage their marketing campaigns with clear objectives to

generate vital leads for the sales team. It should also allow personalized

relationships with customers with the goal of improvement of profit maximization

CRITIQUE PAPER 4

and customer satisfaction. Quality management in CRM should also be able to offer

the employees with processes and information that are important for them to have

a good understanding of their customers, their needs and in the process develop

relationship within the company.

This definitive approach is quite broad and incorporates the necessary steps

needed in successful implementation of internal components for CRM

implementation (Eichorn , 2018).

Implications

According to the findings from the article, more than half of CRM projects

showed no measurable results. In fact CRM has continuously ranked in the bottom

three when it comes to customer satisfaction amongst a list of 25 technology tools.

This shows that CRM leads to damage customer relationship. Most companies are

dissatisfied with CRM projects to the extent that there has been an increase in legal

suits leveled towards the vendors (Eichorn , 2018).

Competition in the service sector dictate that firms get innovative with new

strategies. The penetration of the Internet in addition to other technological

advances has lowered the switching costs between vendors. The quality of service

has thus become a predominant strategy in the process of differentiation and

creating competitive advantage. Most firms are increasingly outsourcing functions

that are associated with CRM externally. This includes functions like call centers,

human resource, telemarketing and accounting. This subdivision present a great

challenge in the process of ensuring that customers have a positive experience and

that internal systems are integrated and connected.

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CRM has proven to be an expensive and time-consuming venture when it

comes to quality management (Eichorn , 2018).

Conclusion

Total Quality Management that has been in existent for quite a long time is thus a

comprehensive method that could be used in the improvement of practices and

processes in an organization. This is so because of the dimensions within the scope

of the total quality management like customer focus, employee fulfillment,

continuous improvement and the treatment of the organization as a total system.

The TQM approach should thus be embraced by organizations as it improves

organizational competencies and financial performance.

References

Eichorn, F. L. (2018). Internal Customer Relationship Management (IntCRM): A

Framework for Achieving Customer Relationship Management from the

Inside Out. Problems and Perspectives in Management, 154-177.

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