Customer Relationship Management (CRM)

Introduction: Customers are the most valuable assets of the company, and keeping them happy and loyal and more than providing quality products, it requires real-time insight into understanding attitudes, trends, and anticipating the needs of customers. However, with today's multi-channel sales, for example, on the Internet and immediately distributors, this can be a complex process. [Gartner, Inc. (2009.1st edition) what is heated in the CRM applications in 2009]. To increase sales and stay competitive, companies must manage and coordinate leads through the lines of sales across all channels, not just close the deal, but also turn in the sale of each and every sustainable and profitable customer relationship management. Labor is all about how to satisfy customers, and how to offer him / her something different from the others and compete with others who may provide the same products, but do not provide the necessary quality or service that you are doing is unique. This is where referee and Customer Relationship Management come into picture to provide a unique service and to create, and then a way to benefit from the good in order to get the quality of service is the main idea. And thus, such services cannot be found unless a strong business or client relationship is established, which relates to the management of clients. This strategy helps to learn more about customers' needs and behaviors in order to develop stronger relationships with them. If a company has a very small number of customers, or customers who only buy small number products or services from the company, then it may be difficult to apply CRM. Emphasis on the development of customer service is relevant, but if a company has a broad range of products, customers and sales of many of the transactions list, or frequently develop new products at the source, then the application of CRM software may be useful. [Gartner, Inc. (2007, edition of.

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Body: Customer Relationship Management (CRM) is acknowledged on wide large-scale strategy for the management and care of the company's interactions with customers and sales prospects. It involves the use of technology to organize, automate and synchronize commercial operational sales basis related activities, but also those related to providing marketing, customer service, technology, general objectives to find, attract, care and win new customers, and to keep what company already has, and change former customers into the fold, and reduce the costs of marketing and customer service. But CRM is a multifaceted process, mediated by a set of information technology that focuses on creating two directions exchanges with clients so that companies have an intimate knowledge of their needs, wants, and buying patterns. In this way, it helps companies understand Customer Relationship Management, as well as to expect the needs of current and potential customers. The posts in support of this work purpose include, sales, marketing, customer service, training, professional development, performance management, human resource development, and compensation. All businesses can benefit from the management of customer information more efficiently, but not all will benefit from investment in Customer Relationship Management applications. (Www businesslin.gov). The goal of Customer Relationship Management is to consider the situation in the company and the needs of defined customers and prospects. Obtaining information through initiatives relationships with customers can support the development of marketing strategy through the development of knowledge organization in areas such as identifying customer segments, improving customer satisfaction, and improve technology products (by best to the needs of customers understand), and selecting the organization's most profitable clients. Strategies can vary in relations with customers, and the size of the scope and complexity. Some businesses consider strategic relationships with clients only to focus on managing a team of sales representatives. (Www businesslin.gov).

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Zubair Group, for example has the sole agency for PEGOT engines in Oman and the group continues to obtain excellent response from customers, especially in the Sultanate of Oman, where there is an excellent network of sales and maintenance services and spare parts that are created by Zubair team which provides support like no other for all PEGOT vehicles. Some of the services and what is supplied by the client group are: To provide services to the centers and widespread in all parts of the country, and spare parts are available in all centers at a time when the customers want for their car. Sometimes the group passes free security to its customers. The group provides some special offers such as lower prices of cars and spare parts. As well as The Bahwan Group, gives some customers a costly car gift at times, and they do some of the activities for the society, so the customers are happy for that. The Zubair Group also gives a guarantee to its customers for cars up to ten years, so they will be contented. This type of practice made by the Zubair Group of companies makes it unbeatable in the market. It's just to maintain services and do the extra mile to satisfy customers which also brings higher revenues to the company. However, other Customer Relationship Strategies can cover customer interaction across the entire organization. In addition, some objectives of a CRM are higher sales productivity, added by cross-selling and up-selling opportunities, improved customer service, increased call center efficiency, better customer profiling and targeting, reduce expenses, increase market share and higher overall profitability. In fact there are several solutions to help the company interact with its customers and partners for example: Building up detailed customer profiles, CRM systems try to capture and present useful data, including account details, sales histories, service records, campaign responses, web activity, and demographics. These activities are used in ZUBAIR Group to maintain a good relationship with their customers. Also, ZUBAIR Group is developing an interactive website, and an extranet that can allow customers to access relevant information quickly and to 'serve themselves'. This website can also collect and channel customer data. The use of XML- based websites to tie into their internal systems and manage the content in real time can be useful. For outsourcing calls, Specialist call centres with the latest technology can provide a good customer

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service. Virtual call centres, in which home workers are supported by call centre technology handle calls, are becoming more popular. Also, customizing existing software packages by setting up a central database can be accessed by sales and customer service staff to improve the efficiency of ordering, sales and marketing. (Journal of Marketing | Volume: 69 | Issue: 4 | Pps: 155-166) Keeping the company customers happy means to retain the customer, and that they will increase their spending with the company. For example, low-cost software package by using Computer Telephony Integration, can transform company PC into a call centre, their staff can have customer details at their desktops before they even answer the phone. Depending on the type of database they use. Also, using Emails by Microsoft Outlook and other packages offer template based functions that can help the company to automate e-mail replies and collect data. Many CRM systems include data mining functionality to help the company to pinpoint market trends and customer preferences, have been the latest direction development tool delivered via the Internet, also known as Cloud Computing and Software as a service. On the other hand with the traditional buildings, and cloud computing applications, accessed via a secure Internet connection, and supply on a Web browser, companies do not incur the expenses of seed money to purchase the software, they should not have to purchase and maintain IT equipment to run on. For these reasons, the management of relations and applications of Relationship Management, receive a large share of the market. They are currently in the fastest growing part. 1 - (Journal of Marketing | Volume: 69 | Issue: 4 | PPS: 155-166.) CRM technology has been, and still is, offered as on-premises software that companies purchase and run on their own IT infrastructure. In 2009, Relationship Management represented approximately 20% of all customer relationship management spending, and continued its trajectory of outselling on-premises software by a ratio of 3-to-1. Bligh, Philip; Douglas Turk (2004) recognizing that customer service is an important differentiator, organizations are increasingly turning to technology platforms to help them improve their customers experience while increasing efficiency and keeping a lid on costs. SAP Insider (15 November 2007) Even so, a 2009 study revealed that only 39% of corporate executives believe their employees have the right tools and authority to solve customer problems.( Stativity Group, Inc. (2009))(1).

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However, CRM is not just a technology but rather a comprehensive, customer-centric approach to an organization's philosophy of dealing with its customers. This includes policies and processes, front-of-house customer service, employee training, marketing, systems and information management. Hence, it is important that any CRM implementation considerations stretch beyond technology toward the broader organizational requirements.

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Conclusion: In conclusion an excelling and managing customer relationship is the future of any business. Product and services advantages can come and go, price and marketing promotions can be effective, but they are usually expensive and increasingly their results are less reliable and more short-term. Priceled marketing is also unlikely to be sustainable in the long term. This can be by knowing who the customers are and what they want individually and as associated groups. Also it needs to work hard to make every customer feel special at every opportunity. Building an effective customer relationship depend on three Ss which are Standards, Systems and Skills. The organisation to be more successful needs to work constantly to improve the standards. Implement systems that allow them to track and manage customers, and create a skill level and attitude in their staff that makes customers go WOW! After all the purpose of a business is to create and keep a customer, every thing else is detail. (http://site.ebrary.com/lib/staffordshire/docPrint.action?encrypted)

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References: A-Books: 1. Daft, R.L. (2003, 6th edition) Customer Relationship Management, Thomson Southwestern. 2. Journal of Marketing | Volume: 69 | Issue: 4 | Pps: 155-166 3. Gartner, Inc. (2007, 4th edition) Commonly Deployed CRM Application Vendors in 2006 4. Gartner, Inc. (2009, 1st edition) whats 'Hot' in CRM Applications in 2009. B-Internet: 1. http://www.hotelonline.com/News/PR2001_4th/Nov01_EffectiveCRM.html 2. www.teamtechnology.co.uk/customerservice.html - 8 3. Gartner, Inc (2008-09-12). "Gartner Management Market Grew 23 Says Worldwide Customer Percent in 2007". Relationship release. Press

http://www.gartner.com/it/page.jsp?id=715308. Retrieved 2008-08-15. 4. Clara Shih, DestinationCRM.com (2009) Sales and Social Media: No Ones social (Yet) 5. DestinationCRM.com (2009) Who Owns the Social Customer? 6. WWW. Businesslink.gov 7. (http://site.ebrary.com/lib/staffordshire/docPrint.action?encrypted)

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