Page 250 - DMGT308_CUSTOMER_RELATIONSHIP_MANAGEMENT

Pavitar Parkash Singh, Lovely Professional University
Unit 10: Delivering Customer Offer

Unit 10: Delivering Customer Offer Notes

CONTENTS
Objectives
Introduction

10.1 CRM Strategy
10.1.1 Creating a CRM Business Strategy
10.2 Customer System Life Cycle

10.3 Building Blocks of CRM
10.4 Summary
10.5 Keywords
10.6 Review Questions
10.7 Further Readings

Objectives

After studying this unit, you will be able to:
 Discuss what are CRM strategies
 Determine how these strategies be implied for customers development
 Explore how to deploy these strategies

 Know what is meant by customer life cycle
 Analyse what are building blocks

Introduction

Customer Relationship Management (CRM) systems are a sort of information system technology
which is part of the more general category of Enterprise Systems, that also includes ERP and
SCM systems. CRM systems have gained prominence among academics and business sponsors
in the recent years, with many dedicated studies and analyses with the purpose of understanding
better this technical domain (Bose, 2002; Bull, 2003; Zablah et al., 2004.). Very briefly, a CRM
system can be viewed as an information system aimed at enabling a particular organisation to
realise a customer focus (Bull, 2003).
According to a CRM research, it appeared that a proper life cycle for CRM systems is not yet
defined, although there are some example processes proposed by software companies to address
CRM development as an information system. Thus, our purpose in this paper is to propose a
tentative definition of a life cycle, comprehensive enough to cover both CRM system
implementation and other previous and latter phases. With this definition, we pretend to contribute
to a better understanding of CRM systems as an expanding information system technology.
Achieving the long-term value of customer relationship management (CRM) requires a strategy
involving the whole business and should be approached at an enterprise level. Only a small, but
growing, number of enterprises are tackling CRM at this level, with most CRM initiatives
consisting of departmental projects or attempts to integrate the work of multiple projects.
Executing enterprise-level CRM is not easy.

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