CRM or Customer Relationship Management is one of the new efforts of marketing. Due to globalization, marketers realise that mass market has emerge and the segmental market is becoming bigger and unreachable.
A person in Malaysia now could sell a purse to a customer in US, UK, Australia or even Uganda. The question that has been pondering in the mind of marketers; "how to reach these potential prospect or customer? How to ensure it is personalise and a relationship could be developed? They now found out that CRM would make the difference.
It is then CRM being exercise where 3 main components are being utilised:
1. People
2. Technology
3. Process
People? Yes, it involve the front desk, the back office system, data mining to manage the huge data warehouse.
Technology? Yes it involves, call centre (people + technology), sms, fax, web sites etc.
Process? Yeas again, since all these interlinked system are done using processes which is handled by soft wares, human actions to activate such as phone calls etc.
The main idea behind all these is meeting the mass market demand and personalise or one to one business at one go. Here it would contribute to relationship marketing which later would tremendously contributed to customer loyalty and customer retention.
One businessman told me, "Hey, we personalised the customer needs despite the market is global. Its great!"
The question is, what are the cost that might be involve? The question is to build or buy the system? Well define your goals, objectives, resources capabilities and decide after a good ranking is being made. Well me? I develop it but it took a year to complete with our IT guys. Buying well it might cost as low as RM400k until RM1.2 million.
Mine? It works but we treat a lot of bugs along the way. Any example in market? SAP is a good example.
Presentation: (Group work)
You are trying to propose a new CRM system to your management. Prepare slide presentation of which your time given by your Chairman is only 10 minutes. You are not obliged to how many slide to be presented but ONLY the time.
(Note: for a speech of 120 word per minutes, normally 1 hour need 12 - 15 slides.)
Assignment: (Individual)
From the slide presentation you are required to transformed into a proposal paper with the same intention of the said presentation.
