The Big Three: Crm

Topic:

The Big Three: CRM

Introduction:

I read an article that was written by Esteban Kolsy. The article analysis the problems could face the customer relationship management (CRM) system. I found this article applies a lot with the marketing management process topic in chapter one and especially with the CRM topic discussed in chapter three and five. The writer said that he had spent few weeks discussing with different type of workers in different positions about the future of the customer relationship management (CRM). He found that the dissociations were all about solving problems and that technology itself was not mentioned as a solution but as a part of solation. These technologies could solve the small simple problems such as store data, build a database and interact with customers. However, as the writer said, there are three main issues that are not that easy to solve by technology. These are three big problems for CRM: Data and how it is easy to collect data and store it but never went further, knowledge and how to automate instructions while maintain the data, Finally the purpose of having CRM system and staff.

Analysis:

I believe the article first connect indirect to the marketing management process discussed in chapter one. To achieve a market goal based on a market plan, a CRM could help and support this goal. As the writer said the CRM is to collect data, communicate with customers and build a relationship database. All these mentioned are main factors in any marketing plan. Apple Company as the clip in the slide shows thinks outside the box and focusing completely of having a good CRM system by knowing their customers and working for their need.

In more details, Consumer Behavior & Market Segmentation chapter 3&5, discuss the CRM. It explains what is CRM? How it works? And why it is important? Moreover, it describes the CRM characteristic and the steps to use CRM in marketing. The article points on three main problems could face the CRM system. I understood how collecting and saving the data could be an issue for a CRM. And having knowledge of how to manage these data could be difficult. On the other hand, I couldn't understand why the writer thinks that there is no clear purpose for having a CRM system or hiring a CRM in an organization.

Lessons learned:

I know a little about the organization departments especially in a marketing filed, But after reading this article and studying the slideshow I understood the concept of the CRM. Now, I'm more aware of the CRM system, technology, and position. It is like viewing a picture from different angle. I can relate it now to each company no mater how big or small it is. In fact, they all share they all have their