The CRM System Evaluation

Running Head: THE CRM SYSTEM 1

Name:

Institution:

THE CRM SYSTEM 2

TABLE OF CONTENT

Executive Summary……………………………………………………………..…3

The CRM System Assessment………………………………………………….…3

More CRM based Strategies………………………………………………….......4

CRM System Success Assessment…………………………………………………5

Conclusion………………………………………………………………………….6

References………………………………………………………………………….8

THE CRM SYSTEM 3

The CRM System

Executive Summary

The Customer Relationship Management system is a very important tool in the modern form of

business. CRM systems ensure business success because they focus on the most important

stakeholders of the business. The CRM system for Sword& Plough was developed with the aim

of achieving more of customer satisfaction. This was achieved through various techniques

among which were proposed in the earlier papers for the CRM system proposal. The company

will be aware of the customer preferences if they apply the system appropriately. This is a huge

significance for the company as it seeks to grow and develop even overseas. There were several

methods that were discussed that would help attract more customers, which included making the

products more attractive. This would develop more interest from the people who have not been

using the products from the company. The other considerations that were made for the company

were based on retaining the already existing customers as well as the ones that the company had

attracted through the use of the system. This was approached using the various techniques that

were discussed before which were aimed at customer satisfaction. The successes of these

methods are going to be evaluated in this paper to understand the significance of the CRM

strategies adopted.

THE CRM SYSTEM 4

The CRM System

It will be very essential for the company to gather more information about the customers

as well as their behavior. The CRM system will be crucial in understanding the best approaches

for the customers to feel more satisfied. The business can make use of various strategies and

tools that help to determine the customer relationship with the company as discussed through the

CRM system. The analytics initiatives, which the company should adopt, are based on

assessment as well as comparative studies to determine the best practices.

The success of any CRM system is determined by its ability to develop a competitive

business entity ( (Kostojohn, 2013). The best analysis for the CRM system by the company

management will be crucial to enable the customer service workers and the marketing managers

treat customers differently and show more appreciation.

Among the methods that were proposed to meet the customer demands is the market

segmentation. This is a very important practice especially when trying to mitigate the challenges,

which are posed by the various customer needs. The strategy involves the grouping of customers

into smaller groups according to their characteristics and needs. This will facilitate better

customer service and satisfaction because the management will be able to reach the customers

with close needs more effectively.

Market segmentation can generate success for the company as it is based on achieving

more customer satisfaction, which will consequently boost the sales for the company. The

company can develop strategic and competitive marketing campaigns based on the evaluation of

customer demands and needs (Perna & Baraldi, 2014). This will develop better customer

THE CRM SYSTEM 5

engagement in the operations of the company, which will facilitate improved sales, and higher

customer retention rates.

More CRM based Strategies

The strategies that are developed by the use of the CRM systems are very categorical in

facilitating the individuals’ approaches. One of the important functions of the CRM system is to

predict the rate of customer churning. This will involve the identification of the individuals who

would be likely to move their business to other places. The CRM system helps the company’s

marketing department to intervene in order to keep the customers within the company. The

proposed CRM software is supposed to detect more of these scenarios.

Some of the measures of customer churning are gauged through unwelcoming responses

from the customer such as emails, which show anger. The analytics software is important in

analyzing wider sample of the customer data (Bruggen & Wierenga, 2012). This will facilitate an

easier work by the managers since some of the most important functions can be performed by the

use of the IT services. It is important therefore, for the company management to ensure their IT

systems are up to date. The IT will facilitate improved services during the implementation for the

CRM systems.

The other approach that can be made by the company is the use of a combination of both

the internal and the external data in the assessment of the customer situation. This can be done

through optimizing the outreach of the customers as well as intensifying the marketing

campaigns so that they can deliver better channels through which the customers can submit their

preferences or complaints. This analysis as well as the use of the diversity data available is one

of the most important keys to achieving results that are more successful.

THE CRM SYSTEM 6

CRM System Success Assessment

The success of the CRM system is paramount to improving the companies’ profits by big

margins (Motiwalla & Thompson, 2013). CRM success depends on a number of factors such as

success of the employed implementation program. The level of the employee engagement is very

important in the development of a successful plan by the company. This is because the new

strategies and practices are to be implemented by the very employees.

Another factor that will be very crucial to the success of the CRM system will be how

effective the current management will adapt to the new roles and practices. According to this

assessment it is important to note from the other reports that were done earlier that the

management was very willing to adopt the new techniques to foster better relations with their

customers. The readiness of the management to adopt the new system will be pivotal in ensuring

that the business achieves its financial and operational objectives.

The company needs to reinforce its employee training programs to ensure that every

employee is aware of the company’s vision and the requirements of the system (Fjermestad,

2011). This will make sure that the entire employee fraternity will be supportive of the projects

that are before the company and will be determined to participate in making it a success.

Conclusion

According to the analysis conducted, it would be prudent to conclude that a Customer

Relationship Management system is very crucial for any company or a business entity that seeks

to increase its profitability levels. The company will reap numerous benefits if the correct

techniques are deployed in implementing the CRM system. The company has a lot of potential to

develop better services through the implementation of the CRM system. Sword & Plough will be

THE CRM SYSTEM 7

able to evaluate the progress based on various methods and especially the assessment of the

customer feedback. The best practices that have been suggested in the proposal need to be

implemented to assess the suitability of each one of them depending on the structure of the

company. This means that the managers will need to involve every head of the departments in

the company especially the human resource department and the Information Technology

department, which will be more directly involved in the implementation process.

THE CRM SYSTEM 8

References

Bruggen, G. H., & Wierenga, B. (2012). When are CRM systems successful? : the perspective of

the user and of the organization. Rotterdam :: Erasmus Research Institute of Managemen.

Fjermestad, J. (2011). Electronic customer relationship management . London :: M.E. Sharpe.

Kostojohn, S. (2013). CRM fundamentals . New York: Apress ; .

Motiwalla, L. F., & Thompson, J. (2013). Enterprise systems for management. Upper Saddle

River: Pearson Prentice Hal.

Perna, A., & Baraldi, E. (2014). CRM systems in industrial companies : intra- and inter-

organizational effects. New York: Palgrave Macmillan.

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