Challenges of Customer Relationship Management to Run an Efficient and Effective Business

Journal of Environmental Treatment Techniques

2019, Special Issue on Environment, Management and Economy, Pages: 1161-1164

J. Environ. Treat. Tech.

ISSN: 2309-1185

Journal web link: http://www.jett.dormaj.com

Challenges of Customer Relationship

Management to Run an Efficient and Effective

Business

C. Christianingrum , Iing Saefudin , Ivalaina Astarina , Roky Apriansyah , Phong Thanh

Nguyen *

¹Universitas Bangka Belitung, Indonesia

Universitas Pasundan Bandung, Indonesia

Sekolah Tinggi Ilmu Ekonomi Indragiri, Indonesia

Department of Project Management, Ho Chi Minh City Open University, Vietnam

Received: 13/09/2019

Accepted: 22/11/2019

Published: 20/12/2019

Abstract

An approach that manages the interaction of an organization with potential and current customers is known as Customer

relationship management (CRM). To improve the business relationship with customers it uses history of customer with a

company. The data analysis of customer’s history ultimately driving growth of sales and focus on retention of customers. The

CRM system compile the data from several communication channels, these channels include social media, telephone, live chat,

marketing materials, website of company, email etc. The system can learn about the target audience and known about the needs

of the customer with the use of CRM approach.

Keywords: Customer relationship management, Communication channels, Telephone, Marketing materials, Website of company

Introduction

2 CRM Components

With the goal of driving sales growth, assisting in

At the most essential level, CRM programming merges

client data and records into a solitary CRM database so

business clients can all the more effectively get to and

oversee it.

customer retention and improve service of customer

relationship to analyze and manage data and customer

interactions throughout the customer lifecycle Customer

relationship management (CRM) consider as the

combination of technologies, practices and strategies (1-9).

CRM frameworks assemble client information crosswise

over various stations, or purposes of contact between the

organization and customer, which could incorporate the

telephone, social media, live chat, website of company,

marketing materials and direct mail. CRM frameworks can

likewise give client confronting staff point by point data on

clients' buying preferences, purchase history, personal

information and concerns (10-16).

Figure 1: Customer Relationship Management

Corresponding author: C. Christianingrum, Universitas

Bangka Belitung, Indonesia. E-mail:

Christianingrum02@gmail.com

Phong Thanh Nguyen, Department of Project Management,

Ho Chi Minh City Open University, Vietnam. E-mail:

phong.nt@ou.edu.vn.

. Analytics: Analytics in CRM help make better

consumer loyalty rates by breaking down client information

and making focused on advertising efforts.

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Journal of Environmental Treatment Techniques

2019, Special Issue on Environment, Management and Economy, Pages: 1161-1164

. Sales force automation: These apparatuses track

better relationship with previous customers, it can show

the:

1. Recognizing which of clients are productive and

which are most certainly not

client communications and computerize certain business

elements of the business cycle that are important to pursue

leads and pull in and get new clients.

Marketing automation: CRM devices with

2. Recognizing needs more viably by understanding

showcasing mechanization abilities can automotive dreary

errands to improve promoting endeavors at various focuses

in the lifecycle.

explicit client prerequisites

3. Strategically pitching of different items by featuring

and recommending options or upgrades

HRM (Human resource management): CRM

4. Expanded deals through better planning because of

envisioning needs dependent on memorable patterns

frameworks help track worker data, for example, contact

data, execution surveys and benefits inside an organization.

This empowers the human asset division to all the more

adequately deal with the inward workforce.

Figure 3: CRM factor

Current organizations work on a data and innovation

driven, ultra-aggressive market and actualizing a ground-

breaking CRM framework is as basic as ever. Without

CRM, likely absent on the accompanying advantages:

Figure 2: Components of CRM

. Geolocation technology, or location-based services:

1. Availability of Data. CRM puts information on the

Some CRM frameworks incorporate innovation that can

make geographic promoting efforts dependent on clients'

physical areas, once in a while coordinating with prevalent

area based GPS applications.

spotlight as it most prized key resource. Incorporated CRM

frameworks have apparatuses to gather, break down and

comprehend information from clients and prospects with

the goal that it can separate bits of knowledge to improve

administrations and contributions.

. Workflow automation: CRM frameworks help

organizations enhance forms by streamlining ordinary

outstanding burdens, empowering representatives to

concentrate on inventive and all the more abnormal state

undertakings (17-20).

2. Collaboration Improvement. Current cloud-based

CRM stages bring an unmistakable innovative and

commonsense bit of leeway over on-premise programming

–

whenever, anyplace openness. This capacity empowers

Artificial intelligence (AI): Technologies of

the sharing of information and data just as cooperation on

assignments and work processes, unhindered by area and

time.

Artificial intelligence, like, Salesforce Einstein, have been

incorporated with CRM stages to robotize dull errands,

distinguish client purchasing behaviors to anticipate future

client practices and the sky is the limit from there.

3. Enhanced Efficiency Enhancement. A CRM can

computerize, streamline and quick track work processes

and undertakings beside sorting out information, archives

and reports. Additionally, CRM frameworks are intended to

incorporate with a wide cluster of business and office

stages to give unrivaled adaptability.

. Lead management: Sales leads can be followed

through CRM, empowering deals groups to info, track and

break down information for leads in a single spot (21, 22).

Business benefits of CRM

Considerable expense and time involve in

implementing a CRM. Although there are several benefits

of CRM but the main benefit is that is implementing a

4. Better Accountability. With streamlined work

processes and correspondence among concerned groups

and representatives, they are very much aware of their jobs

and comprehend when they do submit stumbles.

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Journal of Environmental Treatment Techniques

2019, Special Issue on Environment, Management and Economy, Pages: 1161-1164

. Customer Engagement Increment. A CRM is one of

or obsolete data. These issues can prompt a decrease in

client experience because of long hold up times during

telephone calls, inappropriate treatment of specialized help

cases and different issues.

the demonstrated way to build positive client experience

and collaboration since it can follow an organization's

association with clients on all "contact focuses"

–

organization site, email, telephone, live talk, tickets,

physical or online store. CRM makes business client

engaged and responsive, bringing about more

transformation of prospects and resulting in greater

customer retention.

CRM frameworks work best when organizations invest

energy tidying up their current client information to take

out copy and inadequate records before they supplement

CRM information with outside wellsprings of data.

CRM Technology and Types of CRM

1. Collaborative CRM systems:

In some cases Collaborative CRM systems also called

as Strategic CRM are intended to encourage a superior

client experience. It not just helps with making a decent

association with clients yet in addition with your partners

and merchants. The primary parts of these frameworks are

channel management and interaction.

2. Operational CRM systems:

In departments of customer service, marketing and

sales automate and integrate the workflow is the main

objective of CRM. Lead the generation, collect all the data

and throughout the lifecycle provide customer service is the

main purpose of operational CRM.

3. Analytical CRM systems:

For finding the better way to serve the customers the

analytical CRM assist the management of higher level of

customer service, marketing and sales. To get the higher

real-time insights analyzing the data of customer which are

come from several ways is the main function of this type of

CRM.

Figure 5: Challenges of CRM

On the following aspects the CRM should concern:

1. Decisions Management

. Old habits should be changes

. Integrations

. Some special requirements

. Importing of Data

. Others – security concerns, CRM management

champion, constant updating, bad vendor experiences,

expecting too much too soon, integrations concerns,

technology updating, lack of adequate budget etc.

Choosing the right CRM for business

For developing a successful business plan choosing the

right CRM is the key aspect. The factors on which the

CRM should concern are as follows: (1) it should be easy in

use, (2) the solution that are already integrated it should

easily integrated with them, (3) it should access the API,

(

4) software should fit in budget and affordable, (5) it

should suitable for small business or not, (6) define the

limits of users, and (7) default security features are

available or not.

Figure 4: Types of CRM

Challenges of CRM

For the majority of the headways in CRM innovation,

without the best possible administration, a CRM framework

can turn out to be minimal in excess of a celebrated

database in which client data is put away. Informational

collections should be associated, circulated and sorted out

with the goal that clients can without much of a stretch

access the data they need. Organizations may battle to

accomplish a solitary perspective on the client if their

informational indexes are not associated and composed in a

solitary dashboard or interface. Challenges additionally

emerge when frameworks contain copy client information

Figure 6: Forcast of CRM software revenue

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Journal of Environmental Treatment Techniques

2019, Special Issue on Environment, Management and Economy, Pages: 1161-1164

Which CRM is right for the business for consider the

factors are as follows:

4. Buttle, Francis; Maklan, Stan (11 February 2015). Customer

Relationship Management: Concepts and Technologies.

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1. Reporting - While it kick back and appreciate the

functionalities of the item, it is imperative to beware of the

detailing abilities that can help to effectively flourish in the

midst of rivals.

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2. Mobility - Employees in the groups are progressively

7. Columbus, Louis (22 May 2015). "Gartner CRM Market Share

Update: 47% Of All CRM Systems Are SaaS-Based,

Salesforce Accelerates Lead". Forbes. Retrieved 22 August

assenting to the most current innovation. So it is basic to

pick a CRM apparatus that can be refreshed normally and

stay current with most recent innovation.

016.

Zeng, Yun E; Wen, H. Joseph; Yen, David C. Customer

3. Customization - Each business procedure is

relationship management (CRM) in business‐ to‐ business

extraordinary and unique and the requests are diverse as

well. The CRM pick must be adaptable and flexible to deal

with business forms. It ought to likewise be versatile and

adaptable to the adjustments in business forms with no

substitution.

(B2B) e‐ commercenull". Information Management

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4. User Adoption - The new change ought to be

2005;69(4):201–209.

0. Business Strategy; 1999.22. Leach, B., Success of CRM

systems hinges on establishment of measureable benefits. Pulp

anything but difficult to receive by the clients of the group.

Including the groups in choosing the CRM procedure

enables partners to acknowledge the change and the new

framework. The more the possession the worker gets in

choosing the new apparatus, the simpler it is to embrace to

the change.

Paper 2003;77(6):48.

1. Silverman, L.L., CUSTOMERS: RESPONSIVENESS,

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5. Compatibility - It is imperative to pick a CRM that is

good with other existing applications associated with the

procedure.

3. Joachim D. CRM tools improve access, usability. B to B.

002;87(3):1-2.

4. Nirpaz G., Pizarro F., Farm Don't Hunt: The Definitive Guide

to Customer Success, March 2016:101.

5. SAP Challenges Oracle With $3.4 Billion SuccessFactors

Purchase Bloomberg Businessweek: 7 December 2011.

6. Implementation – Implementation assumes a crucial

job. On the off chance that they are changing or introducing

another product to the current procedure – there is a period

of execution that must be experienced. Comprehend if

elements of usage like preparing and testing and the related

expense brought about would have the option to fit in

necessities.

16. "CRM in Customer Service". CRM Magazine. Archived from

the original on 23 September 2015. Retrieved 22 November

2015.

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Candidate in 2D Materials Science for the Energy

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pp. 252-350.):271-81.

7. Product Demo - As a piece of the client selection, it

is essential to gain admittance to item show. This would

enable to comprehend the qualities and shortcomings of the

instrument and comprehend in the event that it would be

the correct apparatus for business needs.

8. Moosavi-Zare AR, Zolfigol MA, Khaledian O, Khakyzadeh V,

Farahani MD, Kruger HG. Tandem Knoevenagel–Michael-

cyclocondensation reactions of malononitrile, various

aldehydes and dimedone using acetic acid functionalized ionic

liquid. New Journal of Chemistry. 2014;38(6):2342-7.

9. Emmanuel Terhemen A. Absolute Prediction of the Melting

and Freezing Points of Saturated Hydrocarbons Using Their

Molar Masses and Atume’s Series. Advanced Journal of

Chemistry, Section A: Theoretical, Engineering and Applied

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Conclusion

CRM (Customer relationship management) portrays all

parts of offers, showcasing and administration related

associations that an organization has with its clients or

potential clients. Both (business-to-business B2B) and

B2C (business-to-shopper) organizations regularly use

CRM frameworks to follow and oversee correspondences

through the web, email, phone, portable applications, talk,

web based life and corporate promoting materials. CRM

attempts to guarantee that all client interfacing authoritative

capacities are proficient and synchronized, guaranteeing

that previous and potential clients are appropriately and

adequately served.

20. Desai J, Chhalotiya U, Dalwadi HB, Thakkar AM, Shah DA.

Quantification of a Neuroprotective Agent Edaravone by

Stability Indicating TLC Method and UV–Visible

Spectroscopic Method in Bulk and Pharmaceutical Dosage

Form. Chemical Methodologies. 2019 Mar 1;3(2. pp. 145-

75):166-82.

1. Poyafar F, Fallah-Mehrjardi M, Banitaba SH. Preparation and

characterization of polyethylene glycol-bis (N-

methylimidazolium) dihydroxide as a basic phase-transfer

catalyst and its application in Knoevenagel condensation under

aqueous media. Asian Journal of Green Chemistry. 2018 Apr

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