Customer Relationship Management in Micro-business - Essay Example

?Research Proposal for Relationship Management” in Micro Business Introduction relationship management is a vital factor that should be considered for a business to record success. Businesses that consider customer relationship management as a vital instrument perform better. This is owing to the close relationship they have with their customers. Businesses that cement customer relationships have constant business transactions which amount to substantial income. This project is deemed to focus on the possible enhancements that are applied in customer relationship management and how this strengthens the performance of micro business. Similarly, it will look at all the setbacks of a micro business when the particular steps are not accomplished. For instance, a micro business should ensure all the customer relationship managers keep close business relationships with their customers (Fjermestad and Romano, 2006:9). This will prepare the managers to ensure they are serving the customers according to their needs. With satisfied customers, it is most likely that the business will thrive in execution of its duties. However, in most cases, managers that are haphazard in their duties will repel customers. Therefore, it is in the best interests of the micro business to consider this factor. Literature Review Customer relationship management depicts the model that is used in micro business to interact with the customers that are allied to the business. Similarly, it also depicts preparation for interactions with the potential customers that are likely to transact businesses with the business in the near future. Therefore, the management should be prepared to deal with these customers in the best way possible. To begin with, there is a need to use technology in organizing the activities of the business, which includes use of sophisticated technology in dealing with customers (Fjermestad and Romano, 2006:19). Enhanced technology ensures the managers serve a large number of customers in the meanest time. This leaves indebted customers that will continue to respect the business. Secondly, there is a need to automate and synchronize customer servicing (Schafer, 2007:12). The customers need automated services which will lead to satisfaction. With such preparation, the business will serve customers in the best manner possible. As such, customers will not waste their time while waiting to be served. Similarly, the business should be well prepared in sales and marketing. Sales and marketing starts with the incumbent customers and extends to other customers that do not have any information relating to the business. Therefore, the customer service relationship management will have to engage other creative measures in reaching out to other customers in the region. Without such activities, the business is likely to record dismal performance (Winter, Zhao and Aier, 2010:353). In addition to this, there is a need for technical support. This is an aspect that deals with technical and complex issues while dealing with customers. Some customers have technical sues that are not solved without technical support. This will lead to satisfactory delivery of services. This research will use numerous methods in evaluating the customer relations management in the micro business. First, it will highlight the technology that is used in customer services (Khosrowpour, 2006:16). Since technology is a vital factor, gathering ample information on this factor will be instrumental in the research. Secondly, the research will reflect on the activities the firm uses in strengthening customer relations. This includes CRM systems used as call centers, CRM representatives that are present in the field, CRM used in telemarketing, CRM systems in the field controlled by managers, CRM systems used for marketing and CRM systems to service customers and clients (Krishnamurthy, 2006:120). Research objectives Research objectives are deemed to highlight on the effectiveness and efficiency of the CRM. If CRM is hell-bent on these objectives, it almost certain the micro business will have great performance. The first objective will be increasing customer satisfaction. The business will have to innovate better ways of ensuring customers are satisfied with the services that are provided (Fjermestad and Romano, 2006:12). The second objective will be slotting different ways of enhancing the market niche of the business. Enhancing market niche will mean that the business retains its current customers and attracts others. With the objective, it is almost certain that the business will be prepared to make better CRM. Research methods Credibility of a research is dependent on the research methods. Therefore, using succinct research methods will bring a concrete research that exposes CRM. First, there will be need for sampling in the market. Sampling the customers is a prudent aspect in collecting information concerning the business. Since this is a small business, there will be a need to approach a market that is familiar with its products and services. Questioning the market gives a clearer view of the business and its performance. The customers are directly linked to the CRM and will be instrumental in giving concrete information about the services that are provided by the business. Rating the rendered services by the business to customers will give the research credible finding s that could be used to rate the CRM (Schafer, 2007:15). Since customers have a lot of information on the customer services, there will be need to limit the questions and the questions will only be related to the core subject. Data will be collected from these questionnaires as the customers will provide vital information that is linked to the study. The research will also depend on observation of how the customers are served by the CRM. Physical observation is one of the most preferred ways of conducting a research. Observation will include visiting the customer service centers and evaluating the provision of these services. This is an activity that will involve physical presence of the researchers in collecting data at the service centers (Krishnamurthy, 2006:121). Similarly, the served customers would be a better research method as they could offer information on the rating of the services that are offered by the business and how they would wish the services to be improved. There are various practical considerations that will be used in the research. First, there is a need to get questionnaires and people that will conduct these questionnaires in the field. Since the business operates in a stated region, there will be a need for the people conducting the questionnaires to sample the entire region. Sampling the entire region gives the research credible information that could be used in making the appropriate changes that are needed in CRM. Secondly, there will be need for observers to observe the customer servicing in the business. This could be an indulging task sine they have to be keen on the delivery of services. At times, the customers may seem contented in the services that are given but their facial expressions do not suggest the same (Fjermestad and Romano, 2006:16). Similarly, there will be need for protection of the people that offer the data. This will avert any instances where the people giving information have the fear of being identified. This will reduce any biasness. Lastly, the data collection will be given ample time to ensure collection of truthful information. Appropriateness of the Proposed Research The appropriateness of this research is directed towards ensuring the business is offering satisfactory services to the customers. Researching on this particular matter will ensure the business makes the appropriate changes in its CRM. Similarly, there is need to conduct this research in finding the most appropriate ways of serving customers. For instance, the research will evaluate the need for technological improvement in the business (Krishnamurthy, 2006:120). With technological improvement, the business will be prepared to serve the customers accordingly. In addition to this, the research will offer information on how customers should be served in the field and which directives will be used in attracting a larger part on the market to the business. In conclusion, the research is aimed at finding ways of offering the best customer service. This is a vital approach that will highlight on the possible changes that should be done in the business. A business that makes constant changes is at a higher level of satisfying customers. Therefore, using this research will prepare the business to make a better approach in the market. This will in the end fulfill the objectives of the business, which are satisfying customers and increasing its market niche. Gantt chart dates September October November December January February March April Reading Literature Objectives of the Study Writing Literature Review Start Strategies of Research Drafting Research Proposal Search for Articles Online Article Analysis Research Questions Development Reconnaissance Study Supplying Questionnaires Data Collection Data Analysis Result Evaluation Concluding Research Finalizing all Chapters Submission of Research Revision and Final Submission The Gantt chart above shows the activities that will take place in the research. Some activities will be concurrent while others will be done after the end of the previous activities. Using this timescale will ensure the project is effectively executed at the right time. References Fjermestad, J. & Romano, N. (2006) Electronic customer relationship management, M.E. Sharpe, New York. Khosrowpour, M. (2006) Emerging trends and challenges in information technology management: 2006 Information Resources Management Association International Conference, Washington, DC, USA, May 21-24, 2006, Idea Group Inc (IGI), New York. Krishnamurthy, S. (2006) Contemporary research in e-marketing, Idea Group Inc (IGI), New York. Schafer, M. (2007) The importance of customer relationship management in the automotive supply industry, GRIN Verlag, New York. Winter, R., Zhao, L. & Aier S. (2010) Global perspectives on design science research: 5th International Conference, Desrist 2010, St. Gallen, Switzerland, June 4-5, 2010. Proceedings, Springer, Geneva. Read More