CRM definition CRM characteristics Components The role of CRM Examples of a successful CRM The challenges that CRM faces Success factors of CRM Research discussion

1. BUSINESS INFORMATION SYSTEMS
BAHIA CHTIOUI: st20190791
AYA MIFTAH :st20190679
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2. ➢ Definition of CRM
➢ CRM characteristics
➢ Components of CRM
➢ The Importance of CRM among the organisation
➢ The Role of CRM
➢ Examples of a successfull CRM
➢ The Issues and Challenges of the system
➢ Success Factors of the CRM
➢ Research discussion
TABLE OF CONTENT:

3. Customer relationship management ( CRM) is an information system
made for the purpose of managing all your company’s relationships
and interactions with customers and potential customer. With the
simple goal of improving the business relationship to help grow it (
salesforce,nd.)
Furthermore, CRM maximizes profitability and revenue by acting as a
strategy that focuses on customer satisfaction by organising segments
of customers, adopting satisfactory customer behavior, and pivotng on
customer-centric processes (Buttle and Maklan,2015)
DEFINITION

4. CRM has a variety of different components that essential for an
organization to succeed. Every part is one of a kind and plays an
indisputable role in the process.
• SalesForce automation
• HRM
• Lead management
• Customer service
• Marketing
• Workflow automation
• Business reporting
• Analytics
(Ta
ylor, 2014)
Components of CRM

5. As a software that acts as a link between
the customer and the seller, processing
certain keys are essential to ensure the best
results,which often are as the following:
• Easy integration
• Makes the sales process simpler and
easier
• Adapts as your company grows
• Positive impact on customer satisfaction
• Helps C-Level executives make better
business decisions
(Ascent Data team, 2014).
The Characteristics:

6. Following the famous quote everybody in the business
world recognizes: 'The customer is king'.
That's where the importance of the CRM lays, it allows you
to retain customers which is critical to the expansion
of your business.
One way to achieve this goal is to open channels such as
direct sales, online sales, franchising and the use of agents
ect..
Maximizing opportunities for customers to do business
with your company (MSG, 2021).
The Importance of the system among the
organization:

7. Role for the USER:
A CRM framework is made up of a historical view and review of all customers
who have been acquired or will be acquired in the future. This aids in reducing
client hunting and combining customers, as well as effectively anticipating
customer requirements and growing business.
The Role of CRM

8. Role of the INFORMATION:
CRM stores all of a customer's personal information. Customers are classified
into groups based on the type of service they do or their geographic position, and
they are assigned to particular client managers, also known as account
managers.
It analyzes consumer data for a number of reasons, including the design and
execution of tailored marketing strategies to maximize marketing efficiency, as
well as the design and execution of unique customer campaigns.
The information in the CRM system is kept organized and accessible at all times.
This shortens the procedure time and boosts productivity.
In terms of value, dealing with all consumers efficiently and supplying them with
what they want increases customer loyalty. This raises the likelihood of gaining
more customers, which in turn increases turnover and
earnings. (Economics Discussion, nd).

10. ❑ Apple CRM:
Apple's one-of-a-kind IDs synchronize through platforms,
save music and film preferences, and offer personalized
suggestions based on your preferences. This is useful for
consumers. It is a platform for Apple that offers insights
into what consumers want and can be used for simple,
personalized marketing.
Coca-Cola CRM
Any member of a Coca-Cola team can recognise
challenges, track consumer behavior, and use social
media to advertise deals and promotions by using
CRM software. (Appvizer, 2020).
Successful system implementation

11. 1) Cost
2) Set clear Objectives
3) Deployment type
4) Training
5) Planning out integration needs in
advance
6) Hiring the right CRM solution
provider
(Sage Software, 2020).
Issues and Challenges of Implementation

12. Factor #1: Strong internal collaboration around the CRM strategy
Factor #2: CRM tools must be user-friendly for both customers and
employees.
Factor #3: Employees at all ranks and in all departments gather
accurate information for the CRM system.
Factor #4: When low-tech would do, don't go high-tech.
Factor #5: Just report the data you need, and use the data you use.
Factors of a Successful CRM:

13. The author of 'The Top Challenges of CRM implementation' on the Sage
Software website states that it's regardless of the many challenges of CRM
deployment, implementing an effective CRM approach is unquestionably an
outstanding way to demonstrate how much you love your clients and prioritize
customer support.
CRM is critical in a company's collaboration between customer support,
communications, and distribution.
While Ricardo Singh, a writer at AppVizer highlights the significance of the R
in the acronym CRM. That stands for Relationship
Since relationships serve as a connection between your company's offerings and
the needs of your customers.
In particular, the majority of companies who recommend implementing a CRM
framework are looking for a way to increase the efficiency and continuity of
their customer relationships and create customer loyalty.
Research Discussion:

15. Ascent Data Team (2014) Successful CRM Systems Will Have These 5 Characteristics (online).
Available at https://www.ascentdata.com/successful-crm-systems-will-5-characteristics/.
Accessed on 24 April 2021.
Diksha, S nd. Top challenges in CRM implementation(online). Available at
https://www.sagesoftware.co.in/blogs/top-challenges-in-crm-implementation/. Accessed on 20
April 2021.
Diksha, S nd. Top challenges in CRM implementation(online). Available at
https://www.businessmanagementideas.com/crm/process/top-5-success-factors-for-a-
crm/3644. Accessed on 20 April 2021.
Economics discussion nd. the role of the CRM (online). Available
at https://www.economicsdiscussion.net/customer-relationship/what-is-customer-relationship-
management/31769https://www.ascentdata.com/successful-crm-systems-will-5-characteristics/.
Accessed on 25 April 2021
Maklan, S and buttle, A. F. ( 2015) Customer Relationship Management : concepts
and Technologies (online). Available
at https://www.researchgate.net/publication/290447911_Customer_Relationship_Management_C
oncepts_and_Technologies. Accessed on 22 April 2021.Ricardo S, 2020 Top 5 Customer
Relationship Management Examples (online). Available at
https://www.appvizer.com/magazine/customer/client-relationship-mgt/customer-relationship-
management-examples#1-apple-crm. Accessed on 21 April 2021.
SAGE CRM (2020) Top Challenges in CRM Implementation (online). Available at
https://www.sagesoftware.co.in/blogs/top-challenges-in-crm-implementation/. Accessed on 26 April 2021
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