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VSRD-IJBMR, Vol. 1 (3), 2011, 137-153

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Assistant Professor, Department of Training & Placement, Baba Kuma Singh J i Engineering College, Amritsar, Punjab,
INDIA. *Correspondence : genioussodhi@rediffmail.com
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CRM : An Ultimate Tool in Marketing Management
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Hardeep Singh* and
2
Bikram Pal Singh
ABSTRACT
Customer Relationship Management is directly related to satisfaction of customers needs. CRM takes care of
expectations of the customers and about what and how a product is presented to the customer. CRM is the
system that integrates management of customer groups, establishment and management of marketing companies
referring to marketing concept, especially relationship marketing. Making a practical definition, CRM is The
ability of an organization to effectively identify, acquire, foster and retain loyal profitable customers. Coming
to the objective, the main objective of this study is to realize the importance of Customer Relationship
Management (CRM) in the present scenario of globalization and internationalization. Rationale is viable
reasonable approach which is based on natural values related to betterment of humanity. No doubt recent
practices have changed but the rationale approach demands honest dealings and proper CRM and supply of
proper material which are in the interest of the customers as well as proving the integrity of the manufacturers
and suppliers. Research Methodology used to conduct this study includes questionnaires, telephonic
interactions and personal interviews of marketing professionals. Coming to the findings, CRM is an effective
tool for satisfying the needs of external as well as internal customers leading to customer loyalty. No doubt,
originality is related to every individual independently, but mostly it depends upon the values that hold age old
thoughtfulness in the best interest of humanity. We express it in different ways which become a part of our
originality.
Keywords : Customer Relationship Management (CRM), Marketing Management, Customer Loyalty,
Relationship Marketing, Customer Retention, Business Sustainability.
1. INTRODUCTION
In twenty-first century, an intense competition is in business world due to new technologies and innovations.
Due to globalization and internationalization of markets, the companies are realizing that there is no better
competitive advantage than customer loyalty. CRM (Customer Relationship Management) has now become the
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most important tool. CRM is a systematic business approach using information and ongoing dialogue to build
long lasting and mutually beneficial customer relationships. CRM mainly is a concept that has been around for a
long time but until today, it was usually ignored as marketing/sales people tried to build a personal relationship
with customers. The ultimate goal of a CRM system is to increase profit and help build a flourishing scope for
business. CRM broadly believes in sustainability of business in this innovative world. CRM greatly improves
efficiency and effectiveness of marketing department. Apart from marketing, CRM covers product development
and resource planning department; all these are essential for prosperous future of a company. CRM plays very
important role in flourishing the marketing department of a company. CRM helps in customer retention and
sustainability. IT (Information Technology) plays very important role in CRM. Synchronizing a companys
marketing efforts with the overall company strategy can be extremely time consuming. The competition and
data analysis required can be more easily accomplished with the implementation of a proper CRM system.
Product development and improvement is essential for a company to establish a sustainable and competitive
business in todays changing world of modern technology. CRM and product development groups are related
through the generation of ideas for improvement and new product introductions. A strong and capable IT group
is mandatory to build a sound CRM system so as to support marketing department. The IT group is responsible
for maintaining and managing the integrity of a CRM database. CRM if used properly becomes an active and
important component of a companys marketing strategy. CRM has the potential to add value to the marketing
department of an organization and to a new product being launched in the market.
2. Meaning of Customer Relationship Management (CRM)

Customer Relationship Management (CRM) is directly related to the satisfaction of customers needs. CRM
takes care of expectations of customers and what and how a product is presented to the customer.
CRM is defined as a system that comprises large amount of customer data and presents it in a suitable manner.
This information helps in retaining old customers and developing new potential customers. CRM plays a vital
role in effective decision making in marketing management. CRM really improves the efficiency and
effectiveness of marketing department of an organization.
CRM can also be defined as
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A process of creating and maintaining relationships with business customers/consumers, a holistic approach
of identifying, attracting, differentiating and retaining customers.
A process of integrating the firms value chain to create enhanced customer value at every step.
An integrated cross functional focus on improving customer retention and profitability for a
company/organization.
CRM requires organizational and business level approaches which are customer centric for marketing
management rather than a simple marketing strategy. CRM involves all corporate functions
(marketing/manufacturing/customer service/field sales/field service) required to contact customers directly or
indirectly.
3. MAKING A PRACTICAL DEFINITION OF CRM
CRM is The ability of an organization to effectively identify, acquire, foster and retain loyal profitable
customers.
4. MEANING OF MARKETING MANAGEMENT
Management is a broader concept than marketing because it covers Marketing Management/Manufacturing
Management/Human Resource Management (HRM), Service Management/ Sales Management/Research and
Development (R&D) Management.
According to Philip Kotler, Marketing Management is defined as societal process by which individuals and
groups obtain what they need and want through creating, offering and freely exchanging products and services
of value with others.
According to The American Marketing Association, Marketing Management is the process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods, services to create exchanges, that
satisfy individual and organizational goals.
5. IMPORTANCE OF MARKETING MANAGEMENT
The importance of marketing to a competitive business strategy becomes apparent when investigating the seven
key areas of the field: -
Product, Price, Place, Promotion, Process, Physical Evidence and People.
All areas must be effectively examined closely, if an effective strategy is to be implemented.
Product is concerned with what a company is offering. It is very much important to know what a
customer/consumer wants and to produce/market the product to meet those wants.
Price is very influential to many customers/consumers key perceptions in different products. With proper
marketing research, maximum selling price can be determined still with customers great interest. It is up to
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marketing department customers can be turned off to very high as well very low prices.
Place become equally important whereat the marketing of the product should be launched/introduced. Every
product has its own market and customer section, depending upon age/sex/job status/religion/demographics. It is
very much important to keep in mind the place factor by the marketing department.
Promotion is again very important key area for marketing department while setting marketing strategy. Using
proper combination of advertising, sales promotion, personal selling and public relations will help companies
capitalize on every rupee spent thereat.
Process is fifth key area to be considered by marketing department. It includes a set of activities involved in
marketing.
Physical Evidence is the sixth important key area to be considered in marketing management. Physical
evidence involves establishment/ facility/ layout/ equipment/ design/ surroundings to be considered while
offering a product to the customer.
Finally People are the seventh important key for consideration by the marketing department. People include
employees (education, training and development, motivation) and customer (education, information, awareness).
6. NEED OF STUDY
In competitive times the challenge is to keep the customers in fold. Companies/organizations lose many loyal
and profitable customers due to absence of CRM. There has been a great urgency of CRM in marketing
management as best as possible to compete well in todays innovative business world of high technology. So to
create new customers and to retain old (loyal and profitable) customers, it is very much urgent to implement
CRM in marketing management. To survive in todays tough competitive business environment, CRM is very
much necessary. CRM leads to customer retention, customer loyalty, customer satisfaction, and word of mouth
publicity. Further more to say, as CRM put in practicality produces new customers and retain old customers,
leads to increase in sales and profits of organization that further leads to growth and development of the
organization/business. The major importance of CRM is that it also leads to good public image of the
organization without which no business is possible. Lastly it is very much right to say that CRM is deciding
factor for tomorrows business.
7. OBJECTIVES OF STUDY
To realize the importance of Customer Relationship Management (CRM) in the present scenario of
globalization.
To make professionals familiar with the recent innovations that takes place in the Customer Relationship
Management (CRM) system as a result of globalization.
To excite awareness about the role of Customer Relationship Management (CRM) for the purpose to satisfy
the needs of external as well as internal customers.
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To realize the role of Customer Relationship Management (CRM) in retaining old customers and producing
new customers in this tough competitive business world.
To realize the role of Customer Relationship Management (CRM) in creating a good public image of the
company in this tough competitive business world.
To realize the importance of Customer Relationship Management (CRM) in increasing the sales thereby
increasing the profit and market share of the company in this tough competitive business world.
To realize the importance of Customer Relationship Management (CRM) to understand organizations to
know their impact on people, clients, suppliers, society and environment.
To highlight the role of Customer Relationship Management (CRM) in marketing management.
To disclose various types of Customer Relationship Management (CRM) by referring to marketing concept.
To make aware that Customer Relationship Management (CRM) significantly affects a companys public
image.
8. RESEARCH METHODOLOGY
The study was conducted through questionnaires, telephonic interactions and personal interviews. The study
examines major aspects concerned with the role of Customer Relationship Management (CRM) in the global
marketing management. The data for study was collected from the marketing experts. The study mainly focuses
on the extent of sustainability achieved in the market through the Customer Relationship Management (CRM).
In this study, mostly individuals from the reputed companies were taken into consideration. The questionnaire,
before sending was first tested and refined after consulting the marketing experts.
9. DEVELOPMENT OF CRM
The Computer Telephony Integration (CTI) system started in 1996, when telephone number display service was
introduced in J apan. CTI is called the predecessor of CRM. Computers were connected with telephone and
customer information was displayed on a database when call from customer was received. Before the word
CRM came into existence, CTI was synonymous with customer care.
CRMs first generation was developed during 1998-2000. Email and web are new channels which were used
to connect customers with companies. The goal of the first generation was to strengthen customer Company
relations for each channel.
CRMs second generation came into existence during 2000-2002. The companies realized that they should
manage their customer information independently for each channel. The companies came into the point that they
should build synthetic relations with customers that further lead to present a clear image to their customers. By
unifying the customer information gathered by various channels, knowledge about customer vastens and
deepens.
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Now we are passing through 21
st
century that is a time of innovative hi-tech world. Various internet channels
have been established and spread through the world. Now this is electronic era in which e-CRM has its own
place. In the first half of 1990, many dot com companies in US began selling its products online.
CRMs third generation came into existence when flow of CRM joined with supply chain management
(SCM), in which customer area and back office became united. The third generation of CRM makes it possible
to synthetically use various customer information collected in a company in order to do effective marketing,
effective production and customer service activities.
10. MYTHS OF CRM
Excellent CRM system guarantees marketing success.
To use CRM, a company must be organized by customer segments rather than products.
Successful CRM requires a large centralized database with complete customer data.
CRM requires the most advanced and sophisticated analytical technique.
CRM is a turn-key project.
11. BENEFITS OF CRM
CRM is the process or method used to know the customers needs and buying behaviors. The sole aim of CRM
is to develop strong and deep relationships with the customers, so as to benefit the business as well as the
customers. According to the concept Customer is the King the needs and desires of the customers hold a
vital place in the minds of the business and businessmen. CRM is considered as a process that brings together
pieces of information related to sales, customers, marketing effectiveness, market trends and responsiveness.
The process of CRM aids businesses in using both human resources and technology to gain an insight into
customers behavior. This helps business to serve their customers in a better and more satisfactory manner. The
many benefits of CRM include:
11.1. Benefits of CRM Systems for a Customer
Customer gets an offer in an appropriate form when it is necessary and what is necessary. He/she gets served,
feels important, gets informed in time and lastly gets a possibility to choose a service channel (self-service, full
service).
11.2. Benefits of CRM system for an Employee
The system has to be friendly. It helps to fulfill more actively during the same time and a higher salary is related
to it. It creates the feeling of self control, a possibility to show oneself as leader and sound competition emerge.
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11.3. Cost Decrease
Increased total effectiveness, an automated process of sales, service and marketing companies, decreased cost of
customers management, automated routine work all come under cost decrease benefit of CRM.
11.4. Customer Loyalty
CRM helps to select the most useful clients of the company. Companies most frequently patronize their main
customers and use systematized media of customers stimulation and loyalty development.
11.5. High Profit
Collected data about consumers becomes known and it determines the profit process for the company. At
present, most companies recognize evident benefit of CRM and almost every company either uses certain CRM
technologies supporting their business, or evaluates specific benefit of CRM technology and plans its future
realization. The achieved high profit is the main benefit of CRM for proprietors.
11.6. Better Identification of Customer Needs
The process of CRM helps to identify the customers needs and requirements in a more effective manner.
Businesses are able to deliver better products and services to their customers.
11.7. Improved Sales
CRM helps to identify and anticipate the needs and desires of the customers in a better way and prior to those
business that do not have an effective CRM. This leads to increased sales, as companies that have an efficient
CRM bring innovative and beneficial products into the market.
11.8. Enhanced Cross-selling
Effective CRM helps to increase the selling of other products that are directly or indirectly related to the main
product. The business can highlight and suggest substitutes and enhancements of the main product that is
desired by their customers.
11.9. CRM helps to categorize the customers
An effective process of CRM helps to categorize and differentiate between the customers that are profitable for
the business from those who are unprofitable for the business.
11.10. CRM enhances Customer Satisfaction
Effective CRM aids to enhance customer satisfaction towards the business and its products. Satisfied customers
can be successfully retained for long time periods without making such effort. This ensures good reputation of
the business both in the market place and in the minds of the customers.
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12. TECHNOLOGY OVERVIEW OF CRM
Initially CRM was started in call centers, where technology used was CTI. At that time, call center packages
were produced by taking advantage of its expertise in both company and telecommunication technology.
Internet has diversified the channels between companies and customers. Now a day, CRM need to handle the
channels like e-mail, websites and telephone regulatory. An automatic email response system has been
developed for responding to inbound e-mail enquiries of the customer. By taking advantage of stored customer
data/information, it is important to approach customer with appropriate outbound e-mail messages.
Data mining is another key which is used for stored customer information. Data mining is a process that uses a
variety of data analysis and modeling techniques to discover pattern and relationships in data that is used to
make appropriate accurate predictions. It helps in selecting right prospects, offering right additional products to
existing customers and identify good customers who may be about to leave. CRM applications that use data
mining are called analytical CRM. This method enables us to enhance our sales by sending e-mail sales
promotion messages to the customers. Another web oriented system is Intelligent Configrator, which provides
the customer appropriate set of products, options and services. CRM helps in acquiring new customers,
increasing the value of customers and retaining good customers.
Basic steps of data mining for effective CRM are as follows:
Define business problem.
Build marketing data base.
Explore data.
Prepare data for modeling.
Build model.
Evaluate model.
Deploy model and results.
13. CRM Implications in Marketing
CRM can be implemented within a company independent of companys size or amount of goods or services
selling; both within small and big companies that value quality of the customers service, his/her loyalty, less
sensitivity for price changes and that recognize, that to attract a new customer is much more expensive than to
sustain the present one. To implement CRM in an effective way, an integration of firms resources is required.
Further, marketing capabilities of marketing people are also required to deliver added value to the customers.
CRM is enabled through information, processes, technology and applications. A company that is looking to
implement CRM in an effective way in this competitive hi-tech world must align its business processes cross-
functionally in the best possible way to allow increased customer focus with an aim to deliver added value to
customers.
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Following steps should be followed to implement CRM:
Develop a CRM framework.
Align current business processes.
Design new cross functional business processes.
Develop functional specifications (client side services).
Develop technical specifications.
Match technical specification to the available technology (system/software etc.).
Product configuration.
Data migration and integration.
Staff training.
To strengthen customer relationships, following actions should be applied:
Identification of individual features, wishes of each customer.
Modeling of current and potential purchasers.
Creation of business plans and strategies beginning with most profitable projects.
Reorganization of companys activity is necessary for creating close relations between the company and
customers.
According to views of various management thinkers and philosophers, in order to implement CRM successfully
in an effective way, it is very much urgent to balance integrate technologies, processes and people. All these
elements are closely related to companys strategy, process of technologies, and process of integration of
overlapping of functions as well as orientation to basic customers.
14. CRM BY MARUTI SUZUKI INDIA LIMITED
Maruti Suzuki India Limited is one of the Indias leading four-wheeler automobile manufacturers and market
leader in the car segment, both in terms of volume of vehicles sold and revenue earned. The company
headquarter is in Gurgaon, Haryana.
Maruti Udyog Limited (MUL) was established in February 1981, though the actual production commenced in
1983 with the Maruti 800, based on the Suzuki Alto key car which at the time was the only modern car available
in India. Its only competitors- the Hindustan Ambassador and Premier Padmini were both around 25 years out
of date at that point. By 2004, Maruti has produced over 5 Million vehicles.
On 17 September 2007 Maruti Udyog was renamed Maruti Suzuki India Limited.
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Maruti Suzuki offers 13 models, Maruti 800, Alto, Ritz, A Star, Swift, Wagon R, Zen Estilo, Dzire, SX4, and
Grand Vitara. Swift dzire, A star and SX4 are manufactured in Manesar; Grand Vitara is imported from J apan as
a completely built unit (CBU); remaining all models is manufactured in Maruti Suzuki's Gurgaon Plant.
In these competitive times the challenge is to keep inventing newer ways to do things to keep the customers in
your fold. Over the last few years, the company strengthened the existing practices and experimented with many
new initiatives by way of Kaizens to delight its customers. These initiatives ranged from product design and
quality to network expansion and included new service programs to meet unsaid needs of customers. The
company has retained its competitive edge by offering high quality products. In the field, the products are
supported by rapidly expanding networks. The company has diverse networks for new cars, spares, service, pre-
owned cars and so on, and all of them were in expansion mode last year to enable the company get closer to the
customer.
Servicing customers 24X7..... 365 days....
The company takes great pride in sharing that customers have rated Maruti Suzuki first once again in Customer
Satisfaction Survey conducted by independent body, J .D.Power Asia Pacific. It is 9th time in a row.
The company was first Car Company in India to launch a Call Centre in the year 2000.
The award mirrors the company's commitment towards "Customer Obsession.
Key Initiatives were Car pickup and delivery facility for women car owners. "The study finds that vehicle
pickup and delivery before and after service has a strong impact on customer satisfaction. In particular,
customers who say that their vehicle was picked up from their doorstep before service and delivered to the same
point after service are notably more delighted with their after-sales service experience, compared with customers
who do not receive this service...." Maruti also launched mission to promote safe driving habits jointly with
Institute of Driving Training and Research.
It also launched Dil Se- a special program for Indians living abroad or NRIs to facilitate them to gift
Maruti cars online to friends and relatives at home.
Online club Swift Life is made for all Swift owners.
Setting up "Express Service Bays" and "2 - Technician Bays"
As the name suggests the company set out to delight its customers by offering them faster car service by
introducing new concepts such as Express Service Bays and 2- Technicians Bays. These are done for
customers who are hard pressed against time. Both the initiatives undertaken in this direction have helped
improve customer interface and also helped increase the productivity and capacity of existing workshops.
Mega Camps : The Company aggressively conducts 'Mega Camps' throughout the country round the
year. Activities undertaken during a mega camp include complimentary car wash, Air Condition (A/C) and
Pollution check up, oil and fuel top ups, wheel alignments etc. Apart from mega camps workshop camps
like Air Condition A/C checkup camps and general check-up camps, Locality camps, Pre monsoon camps
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etc. are also regularly conducted as part of customer connect initiatives.
Service at Door Step through Maruti Mobile Support : Another unique initiative is the door step service
facility through Maruti Mobile Support. Maruti Mobile Support is the first of its kind initiative and is
expected not only to help the company reach out customers in metro cities but also as a means to reach semi
urban /rural areas where setting up of new workshop may not be viable.
Car Safety device: Immobilizer : The company used technology to meet customers needs and even
delight them. Following feedback that the company's cars were more prone to theft owing to their resale
value, the company worked on an anti-theft immobilizer or "I-Cats;" system for all its new cars.
Complete car needs : The company's effort of providing all car-related needs -- from learning to drive a
car at Maruti Driving Schools to car insurance, extended warranty and eventually exchanging the existing
car for a new one -- under one roof. Dealerships also enhance customer satisfaction.
15. CRM BY INTERNATIONAL BUSINESS MACHINES CORPORATION (IBM)
International Business Machines Corporation (IBM) is an information technology (IT) company. The
Companys major operations include a Global Technology Services (GTS) segment, a Global Business Services
(GBS) segment, Systems and Technology segment, a Software segment and a Global Financing segment. The
History of IBM goes back further than the development of computers. It was originally a Tabulating Machine
Company founded in 1896 by Herman Hollerith. It specialized in developing punched card data processing
equipment. The patent for this technology was initially applied for in 1884. It began as a means for Hollerith to
meet the demands in tabulating the 1890 Census. Punch cards introduced in 1896 laid the foundation for
generations of equipment which was one day known as IBM. The business was sold to Charles Flint in 1911 for
2.3 million dollars of which he received 1.2 million dollars to create Computing Tabulating Recording
Corporation or CRT. Incorporation took place on J une 16, 1911 in Endicott, New York. There were three
companies which merged. The computing Scale Corporation, the Time Recording Company and finally the
Tabulating Machine Company. Flint was the key financier behind the merger and remained a member until
1930. In 1914 Thomas J . Watson Sr. became General Manager of CTR and in 1917 CTR entered the Canadian
market using the name International Business Machines Co. Limited. Watson played an essential and key role in
establishing what was later known as IBM. In 1928, IBM introduced a new 80 column rectangular-hole punched
card, which became the standard IBM card used by tabulators and computers for many years to come. Later in
the 1950s IBM became the primary contractor in developing computers for the United States Air Force
automated defense systems. While working on the SAGE interceptor control system IBM gained information
critical to work being performed at Massachusetts Institute of Technology. This information spearheaded
advancements for the company by learning information on digital data transition, algebraic computer language,
light guns, integrated video display, analog to digital and digital to analog conversion. IBM built fifty six SAGE
computers totaling thirty million dollars each and in its heyday employed more than seven thousand employees.
The 1980s found IBM consolidating its mainframe business and expanding the breadth of mainframes with the
ESA/390 and the S/390. To create the illusion that IBMs revenues and profits were much stronger than they
really were in the mid to latter part of the decade, IBM embarked upon the practice of converting its large rental
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base of mainframes to lease arrangements. This spending shift caused management to scramble, which
threatened the monopoly which IBM had enjoyed in the technology business. Don Estridge was hired in the
IBM Entry Systems Division in Boca Raton Florida. It was at this point that he along with his team known as
Project Chess developed the IBM PC which was then introduced to the world on August 12 1981. Initially
these systems were not affordable to the average person for personal use. The hefty price tag of $1.565 left the
equipment primarily in the business sector, although these were not seen as viable computers by the corporate
computer departments. Often the purchases were made by middle management as they could see the value these
systems had in relation to business. In J anuary 2008, IBM announced that it has completed its acquisition of
Cognos Incorporated. In August 2007, IBM acquired Web Dialogs, Inc. In September 2007, IBM completed the
acquisition of Data Mirror Corporation. In J anuary 2008, IBM acquired XIV, a privately held storage
technology company based in Tel Aviv, Israel. In February 2008, the Company acquired Arsenal Digital
Solutions and Net Integration Technologies Inc. In April 2008, the Company completed the acquisition of Tele-
logic AB, Diligent Technologies, FilesX and Info Dyne Corporation. In J uly 2008, the Company acquired
Platform Solutions; Inc. IBM operating systems have paralleled hardware development. On earlier systems,
operating systems represented a modest level of investment, and were typically viewed as an addition to the
hardware. By the time of the System/360, operating systems had assumed a much greater role, in terms of cost,
complexity, value, and risk. IBM has widely been known for its dominant computer business. However, it has
had major roles in many other industries. Today IBM enjoys continued success with systems easily applicable to
businesses as well as personal use.
IBM WebSphere ILOG Business Rule Management Systems (BRMS) enhance CRM implementations by
delivering:
Personalization: Get highly customized interactions and personalized offers.
Flexibility: Create and update business rules in real time. Test and "hot deploy" new programs, promotions
and interaction flows in mere hours.
Real-time Response: Facilitate immediate reactions to customer insights or interactive events with special
offers such as cross-sell and up-sell.
Smart Business Decision Making: Perform complex decisions and operations quickly and accurately.
These operations might include determining eligibility for a program, computing interest rates or routing
requests to the right business processes.
Multi-channel Consistency: Get a universally consistent decision making and customer experience across
all touch points: such as Web, retail, mobile and call centers.
The advantages of a non-disruptive BRMS extension to the existing CRM system are:
Increase revenue at the point of contact, with more frequent and focused cross-sell and up-sell offers.
Improve customer and partner satisfaction by proposing appropriate pre-approved client-centric offers.
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Reduce time-to-market for product or promotional changes by empowering your business users to perform
changes in real time.
Improve audit-ability by consolidating otherwise rigid processes.
IBM has experts available to meet ones SAP CRM requirements. One can save time, and probably some
significant costs, by utilizing IBM's managed hosting services.
The benefits of IBM CRM services include:
SAP CRM on demand experts available 24x7
IBM hosting provides "always-on" operating environment
Flexible pricing for small and large businesses
Industry-leading service level agreements
Extensive SAP application experience
Optional disaster recovery plans
IBM CRM Outsourcing increases the likelihood of success for large-scale organizational change projects -
reduces the risks of implementing large-scale change by using vast expertise and economies of scale. IBM is a
leader in the operation and transformation of key CRM business processes - including managing staff through
the transformation, acclimatizing employees who are joining the provider, and educating the remaining client
employees to use the services delivered through the CRM solution.
IBM CRM Outsourcing accelerates "time to benefit" IBM offers a complete CRM solution including change
management. Expected results and timing are agreed upfront and written into the contract. IBM shares the risks
and is accountable for delivering business results.
IBM CRM Outsourcing enables to sustain competitive advantage IBM commits to continuous strategic change
by benchmarking to leading practice and measuring expected changes against business outcomes.
IBM CRM Outsourcing can deliver upfront and ongoing cost savings - Through IBMs scale, it can offer lower
transaction costs and drive ongoing savings by continuously benchmarking services to current best practice and
beyond.
16. CRM BY DELL
Michael Dell, in 1984 founded Dell in Texas in order to directly serve their customers with computers that met
their needs. The company was called PCs Limited and he was still a student at University of Texas at the time.
The following year, Dell came out with their very first computer called the Turbo, which had an eight-
megahertz processor. The major goal was to produce personal computer systems that were IBM compatible and
were produced or entirely stock parts. What set the company apart were its consumer-oriented focus and also its
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allowance for people to customize their computers during the ordering process. Because each computer was
individually assembled, this was possible. The company grossed 73 million dollars in the first year. The
company went public in 1988 offering shares for $8.50 a piece. The first Dell laptop made its debut in 1991 and
by 1993; it became one of the top five computer companies in the world. By 1995, those$8.50 shares were
worth $100. The progress of the business was rapid and in1997, Dell had shipped its ten millionth systems. In
1996, Dell began selling their products through their website and three years later they took over Compaq.
J umping forward a bit, in 2003, Dell introduced their first printers for the public, including those intended for
the average consumer and businesses. Dell printers are known for being versatile and easy to use; however a
recent development has brought skepticism to the company when Lexmark began working with them whom
modified their cartridges so that they dont work with Dell printers. Dell is renowned for its direct sales to
customers by phone, Internet and now through e-business enabling consumers to go through the whole sales
process online. What is less well known is that Dell, in 2005, took on 150 salespeople to sell their products in
United Kingdom/Europe. The reason for this change from direct selling to personal selling is that the cost of a
salesperson for an individual customer makes no economic sense, but if one is selling many computers, printers,
servers and other products and ancillaries to one customer then personal salespeople are required to understand
the customers needs, offer appropriate solutions and sell the correct package. In this regard, Dell must compete
with HP and IBM for business customers on a more personalized service basis. Dells background is interesting
as the company pioneered direct selling and mass customization. Founded in Texas in 1984, by 1992 Dell had
made the Fortune 500 list and in 2004 was ranked 34 in Business Weeks Global list of the worlds most
valuable companies. In 1996, Dell began to sell computers on the Internet, and within 2 years, sales were
exceeding $3 million per day. Much of this was due to the way Dell reduced transaction costs by cutting out
expensive distribution and sales channels, including the high cost of personal salespeople. The Dell direct
selling model gave the company infrastructure leanness, market agility, minimal Inventory, high customer
differentiation and high customer relationship. Although relatively weak compared with competitors in R & D
(Dell 1.3% of revenues; HP 5.8%; IBM 5.9%), the financial discipline using off-the-shelf components and
assembly technology gave it a market-leading performance, quality, price combination and excellent rewarding
customer relationship. Till now Dell Computers has operated on two simple ideas:
Sell computers directly to individual customers
Manufacture computers based on customers order and needs.
The user can contact the company website directly if system has any problem and get personalized services by
using customer system service tag number, which is given on the side of the computer. Call centre technical
assistance is also available.
17. FINDINGS
Customer Relationship Management (CRM) is an effective tool to satisfy the needs of external as well as
internal customers leading to customer loyalty.
In the globalize business, Customer Relationship Management (CRM) can significantly affect a companys
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public image.
Appropriate and reasonable Customer Relationship Management (CRM) can increase profits and market
share.
Customer Relationship Management (CRM) is the best and most appropriate source to enhance sales on the
global level.
Customer Relationship Management (CRM) acts as an effective tool to minimize the risk of customer loss
in this tough competition.
18. SUGGESTIONS
CRM should be implemented after creating a customer strategy/marketing strategy. Many management
thinkers believe that implementing CRM software is equivalent to creating marketing strategy. But in real
sense, CRM software is just an enabler to move their strategy into action. Before implementing CRM
software, a company should formulate appropriate strategy and clarify the purpose of the strategy.
Regular communication with the old customers should be there so as to retain them and then convert into
lifelong loyal customers.
Company must highlight where we are in the project, sharing milestones and informing staff what happen
next.
Company should establish contacts with individuals who have a real interest in the company and products.
When the company approaches the wrong people who do not have any real interest in the company, they
are perceived as stalkers and lose potential customers.
To make CRM effective and successful, there should be full cooperation and co-ordination of various wings
that are involved in companys various functions such as the production processes, latest innovations
involved, marketing practices and healthy maintenance of employees and customer relations.
19. CONCLUSION
Building relationships with customers becomes necessity in the present scenario of globalization and
internationalization of markets. Based on different analysis, the system of CRM enables to determine the best
strategies and their effective implementation that company should apply for particular customer groups. CRM is
the system that integrates management of customer groups, establishment and management of marketing
companies referring to marketing concept, especially relationship marketing. CRM is a system to enhance and
support the efforts of the company as a whole by organizing and analyzing information. If implemented
correctly, CRM can be a great tool for improving profitability, customer satisfaction and reducing overall costs.
Cost reduction can be realized in many functional aspects of a company most notably, by making efforts for
efficient and effective role in the areas of sales, resources planning and product development. CRM is essential
to compete effectively in todays highly innovative Hi-tech business world. The most effective one can use the
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information about the customers to meet their needs to their full satisfaction. The route to a successful business
requires that one understands ones customers and their requirements, and CRM system is the essential guide.
Generally speaking, the cost of implementing CRM is quite high. Today implementing CRM is such a major
project that most executives are apt to think that CRM is a software tool that will manage customer relationship
by itself. Actually in real sense, CRM is the bounding of customer strategy and processes, supported by the
relevant software, for the purpose of improving customer loyalty and eventually, corporate profitability.
20. ACKNOWLEDGEMENTS
We hereby acknowledge the contribution of information providers to give us proper information and enable us
to write this paper. We would also like to thank the eminent personalities who spared their precious time to
respond to our questionnaires, personal interviews and telephonic interviews. Without the contribution of these
people it was not only difficult but even impossible to write an empirical research paper. We once again thank
all and one who contributed in our research work by providing us worthy information.

Professor Joginder Singh Jogi
Moreover we are highly thankful to an eminent learned educationist, Professor Joginder Singh Jogi Dean
Academics, BKSJ EC, Amritsar, Punjab, India, for his cordial support and motivating us for doing this creative
research work and publications. May he live long!
21. REFERENCES
[1] Business Week What you dont know about Dell(3 Nov 2003) 4654
[2] Customer Relationship Management (2001, December10). The Tribune, Chandigarh.
[3] Dell, M. S. and Fredman, C. (1999) Direct from Dell London: HarperCollins
[4] J elinkova, Martina, Lostakova, Hana & Munzarova, Simona (2006). Process of Complex CRM, 1(10), 59-
60.
[5] Kotler, Philip (2000). Marketing Management The Millennium Edition. New Delhi: Prentice Hall of India
Private Limited.
[6] Maruti Suzuki India Limited. CRM by Maruti Suzuki India Limited. Report Submitted by: Kumar Vaibhav
Singh
[7] Reintartz, Werner, Krafft, Manfred & Hoyer, Wayne D. (2004). The CRM Process: Its Measurement and
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Impact on Performance. J ournal: Marketing Research: Forthcoming, 1-2.
[8] Sanchez, J ohn G.. Customer Relationship Marketing. Research Paper, 28-32.
[9] SEDONA Corporation (2001). The ABCs of CRM. Suite, By Alyssa Dver, Chief Marketing Officer,
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[10] Ueno, Satoshi (2006). The Impact of Customer Relationship Management. USJ P Occasional Paper, 06-13
[11] Urbanskiene, Ruta, Zostautiene, Daiva & Chreptaviciene, Virginya (2008). The Model of Creation of
Customer Relationship Management System. J ournal: Engineering Economics, 3, 58
[12] www.dell.com
[13] www.ibm.com
[14] www.Support.Dell.com
[15] www.DellEWorks.com
[16] www.Premier.Dell.com

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