Bfmjns

Trends and challenges in customer relationship management

BIS 625 Research in Information Systems

College of Business Administration, Department of Business Information Systems

Central Michigan University

Mount Pleasant, Michigan 48858

USA

1) Background

Customer relationship management is a term used for methods and the different kinds of software used by an enterprise in managing the relations with the existing and future customers. The important feature of this system is to manage the relations with the customers in an organized way using the capabilities of internet (Rouse, 2006).

It can be best defined as a computerized mechanism that helps to indentify, target, acquire and retain the best mix of potential customers (Business Dictionary, 2014). The main goal of the CRM is to meet the needs and requirements of the customers and also retain the existing customers (Wailgum, 2014).

To better understand the customers, market research and market survey play a predominant role (Sugandhi, 2003).

This process also helps the employees in providing the required information which is useful in building the relationships with the effective customer base (Rouse, 2006). The research primarily focuses on different trends and challenges of CRM. The main challenge is to identify the loyal customers and meet their needs and requirements. Customer relationship management evolved in such a way that even it can be accessed and controlled through the mobile devices. The system of CRM evolved on par with the other enterprise systems like ERP and business intelligence (Robb, 2014)

In building the CRM applications, strategies play an important role in framework (Das, 2007)

The latest trend of this CRM is to integrate with the social media called as “Social CRM” by building and maintaining the relations with the customers using social networks (IT Business Edge, 2014).

In the large organizations which are functionally organized, customized production involves many...