Customer Relationship Management Program - Case Study Example

Customer Relationship Management ProgramINTRODUCTION:In today’s competitive world, organizations have changed from being product focused to customer focused. Success or failure of any organization is directly dependent on the satisfaction level of the customers. Hence almost every organization is looking forward to implement Customer Relationship Management system. Implementation of the Customer Relationship Management system result in enabling the organization to provide ultimate experience to the customers at all touch points.

CASE STUDY VERIZON: IMPLEMENTATION OF CUSTOMER RELATIONSHIP MANAGEMENT PROGRAM:In the provided case study, after the merger of two Fortune 25 companies namely GTE and Bell Atlantic, main issue was the formulation of standard Customer Relationship Management program for the new company with one vision. Both companies before merger had well developed Customer Relationship Management program according to their respective visions and the employees were trained accordingly (Dyche & Wesley, 185).After the merger the focus was on coming up with a Customer Relationship Management system to satisfy the needs and demands of the employees and customers of both companies, while communicating the new brand philosophy and vision.

In this regard company had to face and overcome different challenges and issues. The major issue was of establishing consensus on the values and vision of the Customer Relationship Management program.PLANNING CUSTOMER RELATIONSHIP MANAGEMENT PROGRAM:Implementation of the new Customer Relationship Management program demands extensive attention from the top management. In order to ensure efficient and effective implementation of the Customer Relationship Management system, the top management of the organizations should come up with appropriate plans and strategies.

Most important step in this regard is to make sure that overall organization is ready for the implementation of new Customer Relationship Management program.The organization should start with scanning the internal and external environment in order to identify any hurdle or resistance. Apart from this it is essential to train and educate the employees about the new Customer Relationship Management system, so that an understanding of CRM is developed. Implementation of the Customer Relationship Management program requires well thought change management strategies so that the organization is able to minimize resistance and at the same time is able to take help from the supportive factors.

In order to ensure successful implementation of the Customer Relationship Management program it is important to identify important customers with whom the organization want to interact, touch points and delivery channels through which the organization will interact with the customers, and important ways to establish collaborative relationship with the customers. Customer Relationship Management is a whole program or system which involves different players including organization, employees, and customers.

While designing and implementing Customer Relationship Management system, it is essential to consider all these players. If the organization is able to involve all these players in the designing and implementation phase then it will be able to provide its customers the ultimate experience and will able to communicate the brand image and philosophy in and effective manner.Work CitedDyche, Jill, & Addison Wesley. The CRM handbook: a business guide to Customer Relationship Management. Boston, MA: Longman Publishing Co., Inc., 2002.