定制在 CRM 中的作用研究

©2020IJCRT|Volume8,Issue5May2020|ISSN:2320-28820

IJCRT2005497

InternationalJournalofCreativeResearchThoughts(IJCRT)

PAGE

3754

ASTUDYONTHEROLEOFCUSTOMIZATIONINCRM

Abstract

Basically,IwanttomakethisprojectbecauseofmyinteresttowardscustomizationandasaconsumerIwantthingasIwantandIalwayskeentoknowsomethingnew.So,Ithinkthisisthebestwaytolearnsomethinginterestingandknowledgeable.Ifacedmanyproblemsduringtheprojectbecausethisisaverybroadtopicandeveryonehavetheirownopinion.So,thisprojectisanattemptatbringingtolightthecurrentsituationofcustomizationincustomerrelationshipmanagement.Theroleofcustomizationincustomerrelationshipmanagementhasbeendiscussedindetailandlimitationshavebeenaddedanddiscusstherelatedintricaciesofthisprojectwhichisthemostimportantobjective.ThepresentscenarioandsituationsprevailingintheCountryhavealsobeentalkedandtakebesteffortsnottoleavebehindanyloopholesandtotouchuponalltheimportantdetailsrelatingtocustomizationincustomerrelationshipmanagement.Iamalsogivingmyownanalysisandconclusiononthisandgavemysuggestionaswell.

Researchimplications:ThisresearchpaperprovidesapreliminaryunderstandingofcustomisationinCRMtoretainitsconsumersbesidesthisitalsohighlighttheroleofcustomisationinCRMhowitapproachesandhelpstoexplorenewwaysinmarketingdomainforeasysettlementoftheircustomers.”

Originality/value:Thispaperhighlightsonthevarioustypesofusageofcustomisationtoretainthecustomersaswellasimportanceofcustomisation,maintaindatabasetoretainexistingcustomers.”

KeyWords:customizationincustomerrelationshipmanagement,Limitations,Presentscenario.

Introduction

ThetermcustomizationincustomerrelationshipmanagementdesignatesaprocessofaddingneworalteringexistingCRMfeaturesinordertomakeitabetterfitfortheneedsofeachparticularbusiness.Generallyspeaking,customizationincustomerrelationshipmanagementusuallyfallsintothreebroadcategories.

First,customfieldsareaddedtoCRMentities,likeleads,contactsoropportunitiesinordertocollectadditionalinformationthatdefaultformsdon’tallow.Thesecondtypeofcustomisationinvolvesusingexistingsalesandmarketingautomationtoolsinordertocreatespecificscenariosthatarerelevanttotheclient’sbusiness.Thethirdtypeofcustomisationinvolvescreatingcustomintegrationwithnon-CRMtoolsandservices.

Actualproductionconceptisknownascustomerrelationshipmanagement(CRM),andhasevolvedfromtheinitialcustomisationofproductsbysuitabletransformations,primarilyduetodevelopmentoftechnologies.Themainpurposeofestablishmentandexistenceofundertakingismakingprofitsfortheirfoundersandsatisfyingcustomers.

ManyexpertsfeelcustomizationisacrucialfeaturewhenchoosingCRMsoftware.Afterall,ifyourbusinessdoesn’thavetheabilitytocustomizeitssoftwaretosynchwithitsindividualprocessesandworkflow,thepotentialtoincreaseproductivityandefficiencyisessentiallylost.EvenifyougainvaluableinsightintoyourcustomerinformationwithCRMSoftware,whatgoodisthatinformationifyouremployeesdon’tunderstandhowtouseitorifyourCRMisn’tinterfacedwithyourfinancialdataorotheroperationalsystems?Itdoesdependonyourbusinessneeds,butmakingsureyourCRMiscustomizedtowhatyouneedisreallytheonlywaytoseeaprofoundreturnonyourinvestmentoris it?

WiththeCRMOnlineoptionsavailabletoday,thequestionofcustomizationcomesintoplayevenmoreoften.IfyourcompanypurchasesCRMOnlineyouwillgainsomecustomizationandpersonalizecapabilities,althoughyouwillnothavethecustomizationcapabilitiesavailablethroughanonpremiseorpartnerhosteddeployments.Butwillthisreallyimpactyourbusiness?Herearesomequestionstoask

Objective

Tohighlighttheimportanceofcustomizationincustomerrelationshipmanagement.

TounderstandtheneedforcreationofUSPandpersonalisedtheproduct&servicesinordertocreatedistinctidentity.

Tostudytheroleofchangeindemographyinfluencingcustomisation.

SignificanceandImportance

Customisationbenefitsthecompanyinmanyways.Theseadvantageswhichthefirmderivesmaybeboth,quantitativeandqualitative.Eachinteractionwiththecustomershouldcomeacrossasauniqueengagement.Bycross-referencing,customerdatacorporationscaneffectivelypersonalizethecommunicationtheyhavewiththeirtargetaudience.Companiesmust,however,becarefuloftheinformationtheyuseandthecommunicationtheycreate,ascertaininformationgivenbythecustomermaybesensitive.

WhenlookingforaCRMsolutiontherearemanydifferentthingstotakeintoaccount,oneofthemainthingsthatpeopleoverlookhoweverishowcustomisablethedatabasewillbe,bothfromaninitialbuildpointofviewandalsofromaviewthatasyourbusinessgrows.”

Limitation

Thestudyisbasedonsecondarydatafrombooks,journals,newspaper,articles,andwebsitesetc.whichmayworkasalimitationofthestudy.

Reviewofliterature

Bose(2002)notedthatcustomisationinCRMwasinventedbecausethecustomersdifferintheirpreferencesandpurchasinghabits.Ifallcustomerswerealike,therewillbelittleneedforCRM.Asaresult,understandingcustomerdriversandcustomerprofitability,firmscanbettertailortheirofferingstomaximizetheoverallvalueoftheircustomerportfolio(ChenandPopovich).TheattentionCRMiscurrentlyreceivingacrossbusinessesisduetothefactthatthemarketingenvironmentoftodayishighlysaturatedandmorecompetitive.

Greenberg(2004),CustomisationinCRMgenerallyisanenterprise-focusedendeavorencompassingalldepartmentsinabusiness.Hefurtherexplainsthat,inadditiontocustomerservice,CRMwouldalsoinclude,manufacturing,producttesting,assemblingaswellaspurchasing,andbilling,andhumanresource,marketing,salesandengineering.”

ChenandPopovich(2003)arguedthatcustomisationinCRMisacomplicatedapplicationwhichminescustomerdata,whichhasbeenretrievedfromallthetouchpointsofthecustomer,whichthencreatesandenabletheorganizationtohavecompleteviewofthecustomers.Theresultisthatfirmsareabletouncoveranddeterminetherighttypeofcustomersandpredictingtrendoftheirfuturepurchases.CRMisalsodefinedasanallembracingapproachthatseamlesslyintegratessales,customerservice,marketing,fieldsupportandotherfunctionsthattouchcustomer.

Goldenberg(2000)believesthatCRMisnotmerelytechnologyapplicationsformarketing,salesandservicesbutratherwhenitissuccessfullyimplemented;itenablesfirmstohavecrossfunctional,customer-driven,technology-integratedbusinessprocessmanagementstrategythatmaximiserelationshipsandithelpsthesellertoretaintheirexistingcustomers.

FindingandSuggestion

Importanceofcustomisationincustomerrelationshipmanagement:Machinelearningforcustomerretentioninvestigationutilizespastcustomerinformationtoanticipatefuturecustomerconduct.Thisisfinishedutilizinghugeinformation.Inthepresentinformationdrivenworld,organizationscanfollowmanyinformationfocusesaroundagreatmanycustomers.Thus,theinfoinformationforthecustomerretentionmodelcouldbeanyblendoftheaccompanying:

CustomersocioeconomicsParticipation/unwaveringnessrewards

Exchange/buyhistoryEmail/callhistory

Someotherpertinentcustomerinformation

Duringthemodeltrainingprocess,thisinformationwillbeutilizedtodiscoverrelationshipsandexamplestomakethelasttrainedmodeltoanticipatecustomerretention.Inadditiontothefactthatthistellsyouthegeneralagitatedangerofyourcustomerbase,yetitcandecidebeathazarddowntotheindividualcustomerlevel.Youcouldutilizethisinformationtoproactivelymarkettothosecustomerswithhigheragitatehazardordiscoverapproachestoimproveyouritem,customeradministration,informing,andsoonsoastobringdownyourgeneralstirrate.

Personalisedtheproduct&servicesinordertocreatedistinctidentityPersonalisationisviewedasthemeansbywhichcontentonthewebcanbetailoredonawebsiteforeveryvisitor.Inthismanneritdifferentiatesitselfinhowbusinessisdoneintherealworld.VariousanalystsandexpertsbelievethatpersonalisationisthekeytothefutureoftheE-Commercerevolution.Personalisationrepresentsthebestchanceforsurvivalforonlinemerchandisersaccordingto”“MarcSinger,authorofNetWorthandananalystwithMcKinsey&Co.,‘Getting[personalisation]rightwillbethedifferencebetweenlifeanddeathforalotoftheonlinepure-playcommercecompanies.’

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Personalisationalone,however,willnotbeapanaceaforcompanieslookingtogrowandretaincustomers.Personalisationmustbeanintegralpartofabroaderstrategyinorderforcompaniestosucceed.”

Roleofchangeindemographyinfluencingcustomisation.Demography,thescienceofpopulation,isbasicallyconcernedwiththestudyofthesize,distribution,characteristics,growthandstructureofpopulationovertime.Demographicfactorhasbeendulyacknowledgedbymanyascholarasoneoftheimportantfactorscausingsocialchange.

Thefollowingfourareasfallwithinthedomainofthestudyofdemography:(i)Toascertainthetotalpopulationwithinaprescribedgeographicalarea.(ii)Toascertainastowhetherthepopulationinparticularperiodoryearhasincreasedordeclinedascomparedtoabaseperiodoryear,(iii)Toanalysetheprobablereasonsfortheincreaseordeclineofpopulation.(iv)Toindicate,inthecontextoftheaforesaiddata,thefuturetrendofpopulation.

Conclusion

Inanutshell,thisstudyexpandedourcomprehensionofwhatrolecustomisationplaysinCRM,andhowitinfluencethebusiness,customer,andtheentiresocietywhenallissaidindone.ThepointofthisinvestigationwastocontemplatetheeffectofcustomisationinCRMhowitupgradethecustomersexperience.Allthroughtheexamination,thecustomerexperienceswaspartitionedintotwoseparatefactors:Customeradministrationandafter-dealsupport.Afewkindsofexaminationswereutilisedonbothsubjectiveandquantitativeinformationtogaugetherelationshipinthebestestimationaccessible.”

Atlast,wecurrentlyunderstandthatcustomisationisquickmovingtrain,anditiscreatinginsideourhomesandworkingspots.Itisaverystrongthingthatwillchangethemindofcustomersbecauseiftheyhaveaccesstotheirneedssotheywillalwaysattracttothatplace.

REFERENCES

Jayachandran,S.,Sharma,S.,Kaufman,P.,&Raman,P.(2005).“Theroleofrelationalinformationprocessesandtechn