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CRM System Flow Model

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Explain the flow model for a CRM system -- what is it, how does it work, what are the advantages/challenges?Identify three examples of specific businesses that might be used as a model of CRM for other companies. Explain what they are doing and why you think they could serve as a model example. Illustrate from personal experience and provide examples from customer feedback, or reference articles about the company.

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Customer Relationship Management (CRM) is an organizational-wide strategy that is used to optimize profitability, revenue, and customer satisfaction by targeting highly defined, specific customer groups. As a result, the organization manages the customer relationship across all points of contact, and the customer is the center of importance. The flow model for a CRM system begins with identifying customer relationships, and by collecting information from customer comments and feedback on service or product performance. Collected information includes observations, customer comments and feedback, customer actions, and qualitative facts. It is important to include all interactions with customers, for example, Internet, point of sale, customer service, and product registration. This helps the organization understand interactions with the current customer base. The information is captured, and stored centrally by IT, and then shared in order to improve the relationship between customers and the organization. It is used to identify best customers and improve interactions. From this information, customers can be broken into smaller, more homogeneous groups and a profile can be created to better understand customer's traits, and predict value.

The advantages of CRM include the ability to design targeted marketing communications, to cross -sell other products and services, to increase service for loyal customers, and to improve/enhance customer service overall. CRM gives a better picture of the organization's customers. The challenges of CRM include the ...

Solution Summary

This detailed solution explains the flow model for a CRM system, how it works, and the advantages and challenges. It also identifies examples of specific businesses that could be used as a model of CRM for other companies, and why they serve as examples. Includes APA formatted references.

See Also This Related BrainMass Solution

Create a WBS for PSCHSE Manufacturing Company: focus on the CRM implementation

See the attached format for the table.

You are a manager at PSCHSE Manufacturing Company, a company that produces plastic storage containers and sells them to the home consumers through home sales events. At the company's quarterly meeting, the head of marketing described a new product that is to be introduced in the first quarter of the next fiscal year, approximately 9 months from now. She also announced a major initiative to implement a new marketing and customer service program that will greatly increase market penetration and enable sales to the home consumer. Part of that project will require a new customer relationship management (CRM) system. A solution evaluation and selection project has already happened and a CRM system has been chosen. You are from the marketing department and will be managing the entire initiative, including the new CRM system. Ben, from IT, will be the team leader for the CRM application implementation.

You were talking with Ben about some of the projects he has led, wanting to get to know his management style better. You were discussing what went well and what did not go so well with one of his last projects. Ben said he had a problem setting realistic dates with the sponsor. It seemed that every time he set the date for a milestone, someone on the team would tell him about more work that needed to be done that moved the milestone out. Ben had to keep going back to the sponsor with revised dates, thus pushing the project end date out longer. You asked him for a copy of his project schedule so you could get a sense of how he builds them. You also wanted to get an understanding of the solution delivery life cycle that he will use.

You are starting to create the project's WBS, focusing on the CRM implementation. Using the library, create a WBS for this part of the project, being sure to define the phases and the deliverables created in each phase. Choosing 1 deliverable, define the activities needed to create that deliverable. Also, define the dependencies between each of the activities.

Use Microsoft Project to document the project's WBS.

Include a brief but specific appraisal of the usage of Microsoft Project as a tool for estimation and how this technology assists in project planning.

Additionally, prepare a document with instructions as to the appropriate view to communicate the WBS to Ben and his team.

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