Effective Customer Relationship Management - Essay Example

Dq6-Sheila Introduction Global business environment is becoming highly competitive as several leading organizations are adopting and implementing unique strategies in business operation process in order to gain potential competitive advantages of their competitors. Customer relation management system can be considered as a useful system that helps an organization to communicate with the customers effectively. It also helps to develop a strong relationship between the organization and customers. It is true that effectiveness of decision support system and business intelligence system helps to enhance effective customer relationship management process within an organization. The essay will discuss following thesis statement highlighting three major discussion questions that are provided. Thesis Statement “Decision support, business intelligence and knowledge worker information system helps to enhance effective customer relationship management process in an organization that ensures business growth rate of an organization”. Discussion This part of the essay will discuss following discussion questions and will provide facts in support of above thesis statement. Discussion Question 6.1 (1) What is decision support? A decision support system can be considered as an effective computer programme application that evaluates and analyzes different types of valuable business data in order to ease the decision making process of the users (Laudon, 2011). (2) How does decision support relate to the knowledge workers role? The concept of knowledge sharing among the employees is emerging in contemporary organizational job structure due to growing competition in job market. Moreover, it is also true that each and every employee needs to utilize their knowledge and skills to evaluate and analyze any kinds of business data set. These have become prior responsibilities of employees (Galegher, 2014). (3) Does it add value after implied costs? Please have some example It is true that, global business environment has become highly competitive. Decision support system significantly adds value after implying cost. On the other hand, knowledge workers bring efficiency in decision making process through the effective use of DSS. These require high business operation cost. But, end of the day it helps an organization to develop effective strategy. Example For example, Walmart has developed several strategies to enhance decision support system. The organization implemented installed and implemented numbers of decision support system including sales data warehouse and retail link in order to enhance strategy development process. This process somehow helped the organization to become market leader. Summary In spite of huge application cost, organizations generally implements advanced technological applications in order to gain potential competitive advantages. Decision support system is such an effective system application that helps an organization to enhance decision making process. It is true that the concept of knowledge worker has been originated from the materialization of job structural changes in an organization. However, the monitoring and operation of decision support system in an organization highly depends upon the skills and efficiency of the knowledge workers. It is significantly related to the role of knowledge workers as it is important for the employees in this modern era of market competition to gain knowledge to operation this system application in order to enhance effective strategy development process.. An organization cannot survive in this competitive global business environment without effective utilization of decision support system as it helps to enhance effective decision making process. Discussion Question 6.2 (1) What is a business intelligence system? Business intelligence system can be considered as a wide-ranging category of technologies and functions to source, gather, evaluate, analyze and provide appropriate access to data in order to help firms’ users to develop effective business strategies through better decision making process (Chau, 2012). (2) Describe three to four attributes and any major obstacle. Please have some example. First of all, it automatically update the data in real time period and this intelligence system can be refreshed the command of users to the update figures when the users intend to do so. Secondly, this application system includes complete and external information sources. Third and most importantly, this application system has roll-up and drill-down capability. It is also known as zoom-out and zoom-in capability. It actually allows users to ensure narrower or broader views based on their requirements. In terms of obstacles, several end-users find it difficult to operate the system as the customers or users are not familiar with the technology, tools and terminology (Bowker, 2014). Example Example of McDonalds can be provided in this section of the study. The organization is one of the leading fast food retail chains. The organization has developed and applied advanced business intelligence system in order to store, gather, analyze and process data significantly. This application has helped the organization to become one of the leading players in market in terms of strategy development, decision making and implementation process. Summary Business intelligence system also can be considered as an important decision making system application that integrates several activities, such as data sourcing, mining, gathering storing, evaluating, analyzing and procession. These processes are important to make any kind of decision in business operation process. There are several unique attributes of this system application. But, the complexity of the terminology and tools of this system are often unknown to the users that creates problem during operation of this application. Discussion Question 6.3 (1) Many firms use a customer relationship management system as part of their portfolio of information system tools. It is true that several organizations use customer relationship management system as the integral part of the portfolio of the information system tools. Therefore, several organizations are using advanced information system tools in order to retain core competencies in market place. Customers are the major growth drivers for businesses. In this era of modernization, several organizations are installing technologically advanced CRM tools in operation process to enhance the relationship with customers (Johnson, 2011). Therefore, it can be stated that customer relationship management system is the part of firms’ portfolio of information system tools. (2) What knowledge worker information system tools might be useful for a customer relationship management system? Please have some example. There are different knowledge worker information system tools, which are used in customer relationship management system. Big Data can be considered as an effective knowledge worker information tool that helps to gather and store several data and information about the customers. This application helps to solve any problem regarding CRM process. Most importantly, this application helps the users to strengthen relationship with end-customers. Example For example, IBM uses Big Data as knowledge worker information system tools in order to enhance good relationship with the customers (Chen, 2012). This application effectively focuses on data mining, sourcing and processing that are valuable in the customer relationship management process. Summary It is true that several leading organizations around the globe are trying to capitalize on potential business operation opportunities that have been developed due to technological advancement and globalization. Customer relationship management process can be considered as an important part of business operation process in contemporary age to gain potential competitive advantages over competitors. On the other hand, knowledge worker information system can be considered as an important tool in CRM system. Being one of the effective knowledge information software information systems, Big Data helps organizations to maintain effective relationship with the customers as it significantly handles large number of data sets within minimal time. Conclusion It is clear from above discussion that decision support system, business intelligence system and worker information system are integral parts of CRM management system. Several leading organizations are trying to implement advanced technological processes in business operation process in order to enhance strategy development, decision making and customer relationship management process. All these applications help an organization to enhance strategy development process. These systems provide effective information about the customers and related issues related to customer relationship management process. These applications generally help the organizations provide effective solutions to the problems based on current social demand and needs of the customers. Therefore, it can be stated that Decision support, business intelligence and knowledge worker information system helps to enhance effective customer relationship management process in an organization that ensures business growth rate of an organization. References Bowker, G. (2014). “Social science, technical systems, and cooperative work: Beyond the great divide”. Journal of the operational research society, 8(3), 2. Chau, M. (2012). “Business intelligence in blogs: Understanding consumer interactions and communities”. Management information systems, 51(4), 12. Chen, H. (2012). “Business Intelligence and Analytics: From Big Data to Big Impact.”. MIS Quarterly, 25(2), 6. Galegher, J. (2014). “Intellectual teamwork: Social and technological foundations of cooperative work”. Decision Sciences, 5(1), 7. Johnson, M. (2011). “Customer portfolio management: toward a dynamic theory of exchange relationships”. Journal of Marketing, 8(1), 15. Laudon, K. C. (2011). “Essentials of Management Information Systems”. Sloan Management Review, 12(1), 18. Read More