Importance of a CRM System.

Importance of a CRM System
In the business world of today the relationship between businesses and their customers is vital to the success of that company. While technology is advancing and breaking ground in new innovative ways every day the personal interaction between a customer and the company they conduct business with is still desired. Customer Relationship Management systems and software provide businesses with the best of both worlds. Businesses can have cutting edge technology that allows them to better serve their customers while still being able to provide that personal touch for their customers. After reviewing the Riordan Manufacturing sales and marketing platform and noticing the out dated process that orders are placed and filled it is obvious that the manufacturing company needs a new way of conducting business. This is why a Customer Relationship Management system is needed to improve their relationship and better serve their loyal customers.
The Need
Reading over the company’s process of maintaining client records it is safe to say that every department and sales person has their own way on managing their clients and running their own departments. The bulk of orders and client information is taken down by pencil and paper and stored in filling cabinets. This presents major problems in the efficiency and time consumption of accessing allocating these customer files and orders. Another potential problem is the loss of an employee who handles certain accounts. “CRM systems give businesses the ability to personalize and customize relationships with their customers regardless of which employee deals with them at any given time. CRM systems maintain a repository of customer profiles, giving employees the ability to treat each client individually”. (Writing, 2015) The sales and marketing department also wants to reward their loyal customers by offering price discounts and sales promotions. A web based or cloud based CRM system will help with wasteful costs in the IT department and offer access to all employees and customers. The company has great aspirations looking towards the future but needs to take the first step into achieving this goal. This is why a CRM system is so important. It will provide the company with tools to reach their desired goals.
What is a CRM System
So what is a CRM system? “CRM software is a category of enterprise software that covers a broad set of applications and software designed to help businesses manage customer data and customer interaction, access business information, automate sales, marketing and customer support and also manage employee, vendor and partner relationships.” (Beal, 2015) These systems allow for businesses to better understand their clients spending habits, their needs, and their order history. These systems can also be web or cloud based and accessed through the internet by employee logins and passwords. This allows for employees from any part of the world to access their client’s information, place orders, check scheduled delivery dates, or have the ability to help a client who may be covered by another sales representative.
Ethical Issues in CRM
Customer Relationship Management (CRM) is a great asset to both, the customer and the supplier. Also CRM can be very beneficial to both, the supplier and customer due to the reducing cost of the supplier and passing the cost savings to the customer who signed up for the company’s CRM for wanted products. There are two main concerns with regard to the systems which is customer privacy and the accuracy of the information that was collected. CRM gives you the ability to get closer to customer and have a dialogue with its customers. Even though some customer gives you interment and sensitive information based upon the value they receive such as medical history, credit cards number, and etc… they expects high security for these functions even though it is costly.
Ethical issues in CRM are not mostly mentioned due to personal and organizational motives. Many industries uses CRM to manages customers effectively and better patients to be wise consumers of its services, while many industries does the total opposite which causes them to fall behind in using CRM to manage customers. There are ethical issues with CRM in more than one place. Some places there are ethical issues in CRM is health care and banking.
Mobile CRM
Mobile CRM can deliver increased access and mobility for your staff, less downtime and improved data quality. “Many companies have joined hands to build M-CRM. The alliance is marrying Palm’s handheld computers to SAP’s e-business system, allowing mobile users to their SAP systems from any internet connected Palm device”. “Mobile CRM matters because the mass migration of internet users from desktop PCs to mobile devices is global”. The promise of mobile CRM is twofold, including not just mobile access to data but also the possibility of using your CRM as a platform on which to build your entire mobile strategy.

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