Customer Relationship Management Case Study

Regarding (Morgan and Heeks, 2014), Customer Relationship Management (CRM) is a type of social-technical information system that keeps customers connections with the firm and all information which related to processes such as sales, marketing and customer services. In classification information systems by business functionalities, CRM systems belongs to Sales and Marketing Information Systems which provide clients identification for product and services of the company, support sales and promotion and carry out marketing activities, and Service Delivery Information Systems by what company satisfies service requirements of the customers (Laudon and Laudon, 2007). Porter (1985) says that in world economy companies take advantage if they try to …show more content…
Buttle (2009) states “customer-related data” as a main data content of CRM system and he emphasizes differences between “data about customer” and “customer-related data”. Customer-related essence is broad approach to source of data and characterize possibility a lot of different nature and options of data. System captures customer-related data from different sources, at the same time stakeholders of functional areas such as sales, marketing, service, logistic, accounts and HR departments also may provide customer-related data to addition to out of system sources. Knox (et al., 2003) draws our attention to significance to get complete and powerful data memory about costumer and this data content should be maintained by indoor system data analyses to generate new data content which is not possible to mine from primary …show more content…
System allocate all type of customer-related information into a database, as instance, detail information about customer, customer’s purchase or transaction history, service enquires and thousands other sort of data is saved to database then must be used as a direct information for decision making or may be used as a source of information generation for another data base. Off cause, in real CRM systems this process is quite comprehensive and covers many different types of customer-related databases which are summarized in data warehouses which in turn located in data repository. “The data repository collects, holds and integrates customer information, allowing the company to develop and manage customer relationship effectively” (Knox et al., 2003:31). The above idea proves the importance of data content in CRM strategies and highlights CRM data storages as central point of CRM