Implementation of CRM at Minitrex
Introduction:
Customer Relationship Management is a strategy to develop strong relationships with the customer and to know more about the customer needs. Stronger relationships with the customers will help in the development of the business. CRM helps in understanding the needs of the customers by gathering the information about the customers, and this helps to market and sell the company’s products. CRM makes the use of technology and human resources for the development of the business. By implementing CRM Better customer service can be provided.
Sales staff can work effectively.
Can discover the new customers and retain the existing ones. For the effective functioning of a CRM, first the organization should understand about their customers and should know their value for the life time. They should also know what their customer’s needs and should develop a strategy to meet those needs. The organization must look after how the information will be saved in the form of data and how it can be used. The stored information can be used for marketing purposes like mail campaigns, sales staff working for selling products, customer service calls etc. CRM links up all those details. Company analysts will look after each aspect and identifies the area that needs better services (Wailgum, 2014).
CRM at Minitrex:
Minitrex is a company with two major departments involving finance and insurance. George Degas is the director of sales at Minitrex. He appointed Harold Blufmen as the VP of insurance division and Mariella Hopkins as the head of the finance division. Credit administration system that works on the billing and payments of the customers and, General Management system that keeps track of the customers are the two back end systems for the insurance division. A management business centre application was developed by the Finance division in order to help the customer service representatives to track the sales and to provide support to the customers by providing online services like statements and applying for loans through online.
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Jon Bettman who is appointed as the VP of sales and marketing has created a customer contact system which schedules periodic calls to the customers, feeds data regarding the customers in the insurance and the finance division(Smith, H.A., et al., 2005).
The problem at the Minitrex is that customers are receiving the calls multiple times from different sections of the company. In order to prevent this, Customer Relationship Management should be developed which stores all the data from different divisions. A business analyst should be appointed to look after all the data and he should look after the defects of the organization and should develop a strategy to overcome those problems. Sales man must be supported with the guidance by providing training on how to track sales and tracking the new leads of the sales. Team work should be maintained between all the members of the organization starting from the sales man to the head of the organization.
All the contact information with the customers should be noted using the technological methods contact system management. Following these guidelines will help the company in implementing the CRM at Minitrex.
References
Jamalzadeh,M.M., Behravan, N.N., Markhali, A.,& Jouya, S. (2013).
Customer Relationship Management Constructs Initiating Successful e- business Strategy for Service- based Companies. Journal of Applied Sciences, 13(1), 60-69. doi: 10.3923/jas.2013.60.69 Smith, H.A., and J. D. Mckeen. “CRM at Minitrex,” #9-L05-1-002. Queen’s School of Business, January 2005. Reproduced by permission of Queen’s University, School of Business, Kingston, Ontario. Wailgum, Thomas. “CRM Definition and Solutions.” CIO. Www.CIO.com, n.d. Web. 25 Mar. 2014.
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