NBS8236 Customer Relationship Management

Introduction

This report will ensure the right level of engagement to browse extant as well as modern literature readings that revolves around the developments of subject within the recent era. It supports to redefine the capability to understand the key challenges linked to subject and demonstrate necessarily understanding appropriate concepts at high level as well as comprehensive and crucial evaluate of present challenges within the present age.

CRM

CRM is deployed within the many industries. In relation to profit organizations within the industry of banking, hospitality, and retail ensures to attract the huge number of customers on the basis of deep marketing practices and advertising practices of products as well as services (Guerola-Navarro, et al., 2021). CRM enables to gain positive feedback and involve the different types of activities through the meshwork of departments such as production, supply, operations, finance, and database management.  For example, CRM in big hospitality organizations such as Dormy House Hotel & Spa is designed to facilitate personalized management of consumers on the basis of identification that backed through the different types of customized requirements, behavior, and views. It enables to ensure the application of customer centric structure which is relied on the different types of customers’ insight. This is enabling to maintain database within the organized as well as accessible way. It is supporting to create the targeted offers and necessarily identify every high value customer.

In relation to not-for-Profit organizations at effective level CRM within the Art & Culture, Biotechnology, and Elderly industries plays the significant role. CRM ensures the application of right procedures as well as operational element in place of advisors skills. Organizations LIKE Al-Khair Foundation (AKF) through the application of CRM becomes enough capable to manage all of the daily work and improve the focus to serve everyone more effectively. This enables to keep track all of the options and take into the consideration all available analytics. CRM supports to create the comprehensive information file with involvement of full database to serve on a continue basis and meet the all requirements (Shokouhyar, et al., 2021).

Customer lifetime value (CLV)

Customer lifetime value at deep level is recognized as one of the main significant ecommerce metrics. This leads to provide the right picture about the organizational long time viability and financial viability. CLV is referred as the heart of financially stable ecommerce organizations which can grow sustainably as well as organically. It is because CLV is long time leading to repeat the all advantages of effective return on investment as well as unit economics. This is referred as the fully different approach than specifically going for the short time sales.

A challenge is acquisition based growth requirements constant marketing spending and enable to grow as much as spend. CLV leads to influence the level of profitability. Optimizing in relation to CLV means gaining repeat the amount of orders from customers that organization already acquired so there is no requirement to pay for them. CLV ensure to gain the orders with regular level of repetition from existing base of customers that brings in health cash flow continuously into the organization (Herman, Sulhaini, and Farida, 2021). This creates the easiness to protect as well as keep up with the amount of payments due when organization know amount of money is coming in definitely.

If an organization neglects the churn rate then then additional amount of revenue they generate from the existing customers month over month which is leading to outpace the revenue you are losing by cancellations and downgrades. Moreover engineering the net negative churn into the SaaS business from the start refers they at practice level have the unfair benefit. Customer lifecycle will include necessarily poor service from customers which lead to lack of ongoing consumer success, and different causes which take place for all organizations from time to time with low level of quality communications and lack of the loyalty from brand.

Sales, services, and marketing automation process

Sales automation process in case of Amazon Company is working at effective level to ensure the elimination of repetitive tasks, manual tasks, and automate everything to allow organization and team of sales to focus more on closing amount of sales and gaining amount of payment. It enables to automate all follow-ups as well as manage easily pipeline of sales. This supports to train every new members of sales team with the repeatable system and scalable system. It ensures to send all types of invoices and payment reminders to every client to gain payment without any awkward communications.

Services automation process in case of the Amazon Company enables to ensure the necessary integration of all domain as well as functionality tools into the many layers of automation to unified workflows interface. This works as the procedure of automate the Amazon Company procedures, events, tasks, and organizational operations. It supports in accomplishing necessarily multi-dimensional visibility easily into the organizations and supports in easily streamlining the all procedures of service.

Marketing automation process in case of big organization like Amazon enables the marketers to save the time when they are following up on leads as well as taking potential clients by a conversion funnel. This works through integrate with personalize messages and content which send to every lead. It supports to schedule message and automate common responses. For organizations with the big database of customer can improve highly sales productivity and marketing groups (Dynamics, 2021).

In relation to ensure the necessary level of improvements within the specified Amazon Company needs within the CRM procedures like sales, service, and marketing should personalize all messages and contents which send to the leads. For organization like Amazon with the big customer database through this tool should improve greatly productivity of sales teams, services teams and marketing teams. The organization through CRM can schedule messages as well as automate the all responses (Binns, 2021).

Improved CRM process

CRM process in relation to the sales, service and marketing automation process should integrate with as well as gather information from the broader range of different platforms. Intelligent assistants through CRM with sales steps should ensure to find the information and surface to store new information at automatic level. CRM should work alongside productivity as well as workforce management to support hybrid employees to remain enough connected. All these resolutions should work in collaborative techniques with minimization of applications of employees’ requirement to jump between when resolve the customer challenges (Softwareadvisoryservice, 2021).

The customers through CRM will become more concerned through services steps with the way in management of highly digital world. CRM will grow more securely and equip with resolutions which support Amazon to decide where and how data should be stored even within the automated recordings. CRM in case of Amazon will support to ensure the far less input at specific level from employees to remain effective. It will be critical at the time when organizational employees are under improving pressure to respond to higher calls volumes.  Higher automations can take additional pressure off the employees.

Organization like Amazon through customer relationship management within the marketing steps automation is important to ensure the support to track, understand, and support the clients. This will support to discover every phase of consumer journey. It should focus to integrate from social medal channels to easily website chat systems, campaigns of SMS, and centres of contact on a continue basis.

Conclusion

In the limelight of the discussion it can be concluded that CRM plays the significant role in relation to serve every customer more effectively. This discussion has included detail level of discussion about the improvements within the big organization like Amazon. CRM process should be improved in relation to address the disruptions within the future. Every step of CRM processes has been explained.

Bibliography

Binns, R., 2021. Amazon CRM Case Study. [Online]
Available at: https://www.expertmarket.co.uk/crm-systems/amazon-crm-case-study
[Accessed 22 01 2021].

Dynamics, 2021. Amazon CRM – How to Master the E-Commerce CRM Strategy?. [Online]
Available at: https://dynamics.folio3.com/blog/amazon-crm/
[Accessed 22 01 2021].

Guerola-Navarro, V., Gil-Gomez, H., Oltra-Badenes, R. and Sendra-García, J., 2021. Customer relationship management and its impact on innovation: A literature review. Journal of Business Research, 129, pp.83-87.

Herman, L.E., Sulhaini, S. and Farida, N., 2021. Electronic customer relationship management and company performance: Exploring the product innovativeness development. Journal of Relationship Marketing, 20(1), pp.1-19.

LinkedIn, 2017. Amazons-customer-relationship-management-strategy. [Online]
Available at: https://www.linkedin.com/pulse/amazons-customer-relationship-management-strategy-atul-chakrawarty/
[Accessed 22 01 2021].

Shokouhyar, S., Shokoohyar, S., Raja, N. and Gupta, V., 2021. Promoting fashion customer relationship management dimensions based on customer tendency to outfit matching: mining customer orientation and buying behaviour. International Journal of Applied Decision Sciences, 14(1), pp.1-23.

Softwareadvisoryservice, 2021. Case Study: How CRM is The Secret Behind Amazon's Success. [Online]
Available at: https://www.softwareadvisoryservice.com/en/case-studies/case-study-how-crm-is-the-secret-behind-amazons-success/
[Accessed 22 01 2021].

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