A good relationship between a customer and organization generates greater customer satisfaction. The Customer Relationship Manager should focus on developing the relationship, as customers are the one who can run the business effectively and efficiently. They are capable of enhancing customer satisfaction and generate a competitive advantage to attract them. They should find a better way to interact and communicate with customers. They can use electronic Customer Relationship Management (eCRM) to manage the needs and preferences of the customer. Since the competition between organizations is increasing at a fast pace in order to meet the customer demands. It permits employees to understand the needs of the customer and forecast to improve future profitability (Al Saifi, Dillon and McQueen, 2016). This also increases the interaction level by attractive prospective customers. In the following, an effort has been made to discuss the issues concerning CRM to maintain the relationship between customer and organization.
The Customer Relationship Manager should focus on developing mutually satisfying long-term relationships with key partners, in order to motivate customers and retain the business. It does not usually provoke inspiration, maintain profitable customers, and generate loyalty among customers. They should understand that purchase behaviour depends upon the satisfaction of customer needs and ability to communicate to demonstrate the products and service, which can fulfill the needs of the target customers. They need to build their strategy to focus on relationship management of its customers in order to reach the maximum customer satisfaction. It plays an important factor in business processes, strategies, and information technology, which allow organizations to evaluate customer data promptly. The utilization of IT plays a significant role to offer products and services and assist the multiple electronic channels to communicate with their customers (Hsiao, Lee and Chen, 2015).
Their main objective is to collect data and information from customers and match with specific needs. They should help an organization to allow a marketing department to target their prospective customers, develop marketing campaigns with clear-cut objectives and purposes, and generates leads for the sales team. They should assist the institutions to increase account, telesales, and sales management by enhancing information and streamlining methods (Chepurna and Rialp Criado, 2018).
The Customer Relationship Manager should adopt the Information Space theory, which exceeds customer expectations and maintain the lead sharing capabilities and increases business communication with customers. They should execute an effective CRM solution that will fulfill the organization needs and improve CRM modules to safeguard that is operating effectively and efficiently. They suggest a Social Learning Cycle that utilizes the concept of the dynamic flow of knowledge through a series of six stages:
They should also adopt N Learning, which promotes inspiration. In this diversity, innovation puts more concentration on channel enabling people knowledge and understanding to encourage employees and maintain the relationship between customer and organization. It assists the customer to achieve the highest acceptable performance and decrease induction time for co-employees (Manogaran et al., 2017).
The Customer Relationship Manager should adopt the Dreyfus model of skills acquisition, which is stated by five stages:
It learns to identify facts and features associated with the skills and capabilities of the employees. It defines the self-reflection and thoughtful feedback, which will enhance and become more effective at applying the rules.
The Double-loop learning incorporates the learning to change of values and assumptions. The focus is on resolving problems that are difficult, need to adopt, which is leading to happy and satisfied customers. It will lead to a deeper understanding of better and effective decision-making and expectations in our everyday operations. It is very important to understand that this theory will lead to success and growth (Ruiz et al., 2014).
Double-loop learning involves three skills and capabilities, which are-
Self –awareness to recognize as it is habitual or unconscious, honesty to identify mistakes and discuss with other employees to develop root causes. Then eventually, they need to take responsibility for change of action. It will benefit in several ways as the relationship among organizations and employees. The CRM should find new methods to comprehend and change its objectives. It is required by all organizations as double-loop issues can be easily maintained and managed. Therefore, CRM should adopt this theory, which relates to learning to change. It is a theory that is oriented towards professional education, particularly leadership in the organization (Bohanec, Robnik-Šikonja and Kljaji? Borštnar, 2017).
CRM should assist businesses to utilize human resources and technology to attain an understanding of the behaviour of customers and fulfilling their needs and achievement. The Customer Relationship manager should focus on delay in delivering products and services, as it is important to understand that building a relationship with clients make your customers feel loved and valued. They need to take care of providing good quality services with a minimum number of delays and communicate to develop a good understanding. They need to respond to complaints of customers politely and quickly, which will generate customer loyalty with several other competitive benefits (Ramish and Aslam, 2016).
The Customer Relationship Manager should focus on resolving the problems of the customer. They should implement the technological solution and maintain a strategic relationship and analyzing CRM to know customers well. They should make an investment into operations depend on the values and philosophies generated for customers. They should communicate its positioning and value, which would help in targeting good customers. It has been stated that the CRM system of Amazon operates on three major concepts that incorporate high-quality margin at the lowest cost, boundless inventory, and excellent customer care. They utilize several touch points to associate with customer involving emails, mobile application, cart, call center, search, cart, checkout, registration, and so on. They can offer some innovative promotions, which helps in retaining customers. They use innovative technology for maintaining CRM, which helps to understand the interest and preferences of customers. The organization should develop a loyalty program, which helps in predicting the needs of customers, inducing them, and assisting in planning effectively and efficiently (Huang, 2015).
Business Intelligence and Customer Relationship management assist in analyzing information and data to make effective business decisions, impact business performance, develop customer relationship, forecast, and generate revenue. The organization needs access to the correct data to make timely actions at the operational level. Business Intelligence transforms from a variety of sources in order to develop accurate decision-making. They can accurately monitor customer service and satisfaction. It is easier to safeguard customer retention and new customer acquisition. It is necessary to recognize the issue, which impacts customer service, delay in delivery, nature of complaints, response time, claims and other related factors (Grégoire, Salle and Tripp, 2015).
Mashups are effective in CRM functions that occur in all institutions, which can generate success and growth. They should employ traditional techniques to generate the consumer interface and generate solutions. The organization maintains an environmental condition that creates and maintains their Mashups, which is the most challenging and difficult implementation to manage more effectively. It helps in managing organization connection with prospective customers, which increases customer satisfaction, productivity, and retention. It is more powerful as it describes a comprehensive understanding of monitoring status of orders, interaction, pending invoices, and several others. It helps in discovering prospective customers and engaging with them, as there are plenty of approaches used in dealing using social media strategies (Park and John, 2018).
Generally, customers are judging organizations on how they deal with customer issues, complaints, resolution time. It is the responsibility of CRM to handle all the issues, grievances, and concerns of customers effectively and efficiently. There should be proper implementation of CRM, which can make a big difference in the opinion of the customers of the organization. It is seen that most customers have been trusting organizations that can deal with customer issues very effectively. It is easier to recognize the leads, concentrate on reducing response time and focus on high-quality service and spend-time effectively. In developing a good relationship with customers, they should implement a strategy, which makes the company focussed and seamless service to customers. It can also improve the value of the prospective customers and the overall efficiency of the organization. They should help in generating a positive reputation, which will help an organization to grow. It is essential to utilize the CRM strategy that provides the opportunity to understand the customers (Nyadzayo and Khajehzadeh, 2016).
It is to be noted that to manage the relationship with the customer, the businesses also set priorities to serve customers well. The CRM should understand customer satisfaction and buying behaviour for different market segments, client products, and services. The need is to understand customer’s issues and monitor changes in psychographics and behavioural satisfaction. Customer satisfaction and service need a comprehensive integrated data process to identify various customer groups in the existing system. Therefore, many institutions find it difficult to understand the data and advantage of satisfaction level. The CRM should mitigate their liability and deliver quick returns on investment. They should focus on providing adequate resources and focus on objectives, which needs to be followed effectively. They should provide high quality and maintain a reachable, clear, and simple framework of handling complaints in a productive manner (Chen and Lin, 2015). The Customer Relationship Manager should incorporate all the systems cooperatively, which will help in maintaining customer satisfaction, induce prospective customers by reducing service costs, and integrate access to customer data in real time. It will deliver better visibility and capabilities to deal with customer complaints more professionally. They offer Cloud computing technology, which helps in managing customer complaints more productively. The Customer Relationship Manager improves productivity with better responsiveness that maintains customer loyalty. It should be more achievement in pleasing prospective customers with attractive offers and deals. They should empower employees to utilize the N-learning, double-loop learning theory, and Dreyfus model of skills acquisition so that CRM could empower employees and integrate key partners by spreading more communication channel and build a relationship between organization and customer (Ritter and Andersen, 2014).
Conclusion
The Customer Relationship Manager should train their employees to lead in the same direction to achieve the company goal and strategies. It has been seen that older interpretation are not effective in today’s organization. In today’s era customers need to be fully encouraged and motivated to achieve the goals. They should be rewarded so that they can be participated to generate innovative services and leads to success and growth. They should adopt the N-learning and Double-loop theory so that a mutual relationship can be developed effectively and efficiently. They can easily resolve the problem by a decrease in delay and response time of customer complaints and grievances. To maintain and increase customer relationship, organizations must operate the network smoothly.
References
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Bohanec, M., Robnik-Šikonja, M. and Kljaji? Borštnar, M. (2017) Decision-making framework with double-loop learning through interpretable black-box machine learning models. Industrial Management & Data Systems, 117(7), pp.1389-1406.
Chen, S.C. and Lin, C.P. (2015) The impact of customer experience and perceived value on sustainable social relationship in blogs: An empirical study. Technological forecasting and social change, 96, pp.40-50.
Chepurna, M. and Rialp Criado, J. (2018) Identification of barriers to co-create on-line: the perspectives of customers and companies. Journal of Research in Interactive Marketing, 12(4), pp.452-471.
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Hsiao, C., Lee, Y.H. and Chen, W.J. (2015) The effect of servant leadership on customer value co-creation: A cross-level analysis of key mediating roles. Tourism Management, 49, pp.45-57.
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