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The characteristics of customer relationship management in Apple Company - Essay Example

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The Characteristics of Customer Relationship Management in Apple Company 1. Introduction CRM (customer relationship management) is an information industry term for methodologies and software that help an enterprise manage customer relationships in an organized way (Tax, et al., 1998)…
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Download file to see previous pages CRM is regarded as not just the application of technology, but also a strategy to learn more about customers' needs and behaviours in order to develop stronger relationships with them (Yu, 2009). As such, it is more of a business philosophy than a technical solution to assist in dealing with customers effectively and efficiently. Nevertheless, successful CRM relies on the use of technology. In this regard, Shanmugasundaram (2008) has noted that so far as the technological architecture of CRM is concerned, it is broadly categorized into 3 types which are as follows: Operational Analytical Collaborative Also, Bergeron (2002) has been of the opinion that CRM is a technology; and that it is basically a process that helps firms to create “consistent, repeatable and measurable results”. Thus the overt reliance of CRM on technology is facilitated through the various scholars who have noted the degree to which technology is a facilitator in CRM. Shanmugasundaram (2008) has been of the opinion that there are various typical features of any good CRM program. CRM is basically linked to the corporate level strategy of the organization and envisages the establishment as well as the maintenance of long lasting relationships among the customers and the firm. However, it is always difficult to implement a successful CRM strategy. Bergeron (2008) has stated that overtly technologically reliant CRM policies may not always turn out to be electronically feasible. The author further notes that various technological problems as well as other issues arise while implementing an otherwise sound CRM policy plan on paper into action. Moreover, among the other major problems that arise is that the firm may not have a high level of technological expertise and the lack of such technological expertise may result in the firm’s outsourcing of the CRM implementation parts. This in turn makes the valuable data of the firm susceptible to the potential threat of the data falling in the hands of outsiders as well. Also, Bergeron (2002) states that technology is an integral part of the overall CRM process. In this regard, again, security and privacy can pose to be issues that may turn out to be hard to sort out during the implementation phase. So far as the ambit of CRM is concerned, it is seen as the automation of horizontally integrated business processes involving front office customer contact points via multiple, interconnected delivery channels (Peelen, 2003). Thus the purview of CRM spreads across various important functions of business like marketing, sales, service as well as support. Given the reach of CRM or for that matter the latest concept of using CRM from a strategic point of view, it becomes very important to ensure that proper care is taken in order to ensure proper planning as well implementation of CRM policies within the organization. In the context of the present study, it is imperative that the firm under consideration has indeed left an indelible mark in recent times given the practices in retail marketing vis a vis customer relationship management. Thus the study envisages delving deep into the area of customer relationship management in general and that of the Apple company in particular in order to come up with insights as well as findings regarding the ...Download file to see next pagesRead More
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