The present marketing environment in the face of increasing global competition poses challenges with the rapid entry of innovative products and maturity conditions in certain markets. Technology has pervaded every field in any business today…
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CRM thus involves efficient handling at all stages. The role of the customer relationship manager begins even before the company purchases the software. The manager should be well conversant with the technology, the process, its benefits and application. This would enable him to derive the maximum benefit from the implementation of the CRM system. Merely knowing how to use the system and be able to generate information is again insufficient. Utilization of data is equally important or rather the most critical part of the system. Dissemination and analysis of information about the customer helps an organization to take effective steps in segmentation. This segmentation is valuable because the company knows where to lay its focus and how to maximize benefits. The customer relationship manager also has a role in empowering and keeping the key personnel motivated because it is the team work and cohesion that matters. The organizational environment is important for the success of the CRM system. Customer information helps to apportion the budgets when the key areas have been identified. Consistent flow of information has to be maintained from the point of origin to the point of action. The manager acts as the bridge between the IT and the marketing department and on him depends the success of the system. It is his responsibility to ensure that all operations with the organization are integrated and functional boundaries do not become barriers to implementation.
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