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Implications for Customer Relationship Management - Assignment Example

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The paper "Implications for Customer Relationship Management " describes that customer relationship is imperative in business management. Experts posit that its effectiveness depends on top management’s commitment to exemplify leadership, strategic direction, and entrepreneurial goals …
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Download file to see previous pages Customer relation is imperative in business management. Experts posit that its effectiveness depends on top management’s commitment to exemplify leadership, strategic direction, and entrepreneurial goals (Cap Gemini and International Data Corporation, 1999). Business managers conjectured that customer-focused model demand management to train and improve workers’ skills and knowledge on customer relations. It is essential to motivate them and to become more responsive and sensitive to customer needs and behaviors (Chen & Popvich, 2003). It improves performance management skills and reduces some unnecessary protestation or disagreements. Reward and incentive program and team-building can also increase workers’ commitment to performing their tasks well (Chen & Popvich, 2003).
The management must also use the driver for changes to be adaptive with trends, like the use of information technology to reach home-based customers and to develop a database on purchases made and products or services consumed (Chen & Popvich, 2003). The latter could help understand customers’ needs, wants and what products they like (Chen & Popvich, 2003) so that management can re-engineer the values of customer service and re-strategize to earn customer loyalty.
Modern businesses nowadays adapt Data Warehouse Technology and Enterprise Resource Planning (ERP) Technology to analyze customer purchases (Chen, 2001). This database provides an innovative dimension to understand customer behavior and to deliver their needs effectively and timely (Chen, 2001). Such innovations, radically changed the approaches in managing customers as business intelligence applications (Chen, 2001) allow interactive communication through heterogeneous sources. IT reduced traditional marketing research processes e.g. customer surveys and group-based discussion (Chen, 2001) and proved the accuracy of information in profit analysis (Chen, 2001).  ...Download file to see next pagesRead More
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