Describe and differentiate the CRM technologies used by sales departments and customer service
departments. Minimum of 250 words.
*Then write “Lesson Learned”
In regards to the CRM technologies above, what you have learned that you have never known until this
course. It can be anything you learned from the lecture, book or something you have seen in the news or
television on a topic covered during this week. Your response should be 250 words maximum.
RLMT610 FORUM WEEK 6 2
RLMT610 Forum Week 6
Maximizing customer value and corporate profitability is the fundamental driver towards
adoption of customer relationship management technologies. Indeed, as contemporary business
environment shifts from transactional to relationship marketing, the technologies must be used to
obtain and retain clients (Dar & Ahmad, 2015). It is in this light that this essay is written. Focus
is given on differentiating between different CRM technologies and lessons learned in the course
of study. Looking closely, it is clear that achieving success is inevitable when companies identify
and implement an appropriate technology.
CRM Technologies Used By Sales Departments and Customer Service Departments
CRM technologies can be divided into proprietary and infrastructural technologies. A
single company owns the former. They assist in creating a competitive advantage for a firm.
Infrastructural technologies, on the other hand, give a company more value when shared than
when utilized in isolation (Dar & Ahmad, 2015). During the early phases, they are likely to offer
a company advantages associated with proprietary technologies. It is particularly true when the
firm moves fast in the adoption process.
Several CRM technologies are utilized for varied purposes in sales and customer service
departments. First, electronic point of sale is used in sales to ensure that timely and accurate
information is delivered. Besides obtaining data on sales rate, stock levels and price margin, the
technology is advancing in such a way that clients’ demographics and lifestyle can be analyzed
easily (Dar & Ahmad, 2015). The second technology is used in the customer service helpdesk.
The services are automated, ensuring that high quality is offered to clients. Using software, it is
possible to log in data about enquiries and suggestions made in real time. The information is
RLMT610 FORUM WEEK 6 3
directed to the relevant department or employees. Companies can reduce on costs of running a
customer service department.
The third type of technology is used for sales force automation. It aids in optimizing sales
processes. For instance, tracking qualified leads and opportunities is done effortlessly. The sales
persons can utilize resources provided online to learn about solutions necessary in enhancing
their productivity levels (Dar & Ahmad, 2015). Fourth, technologies are used in call centers.
Voice switch of an automated telephone is integrated with an agent so that relevant data is made
available to a client at any time and place. They are mainly used in high volume segments such
as banking and hospitality industries. Today, the internet resources are being used in many firms
to handle customer interactions effectively. Tuta and Zara (2013) explain that a firm opting for
this path will benefit from an ability to reach to the clients quickly and around the clock.
Lesson Learned
CRM technologies are designed to offer solutions to a company seeking to come up with
processes and strategies to get as close to its clients as possible. It necessitates proper monitoring
of behavior to meet their needs (Tuta & Zara, 2013). A holistic approach must be taken when
adopting the technologies. The components can be divided into operational, analytical, and
collaborative. Operational technologies help a company to have a better direct contact with the
client. It is inclusive of sales force automation and customer care service. Analytical
technologies allow companies to predict consumer behavior and identify potential markets.
Collaborative technologies are designed to facilitate interactions between a company and its
stakeholders.
If utilized well, CRM technologies will build value for a company by ensuring that
repeats business opportunities are maximized. It can identify best and potential customers. As
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such, it is easy to find products and services that can meet their needs. Target marketing and
promotion is also effective (Tuta & Zara, 2013). The customer builds value because making
orders is easier while the shopping experience is highly customized. Companies also acquire
information that allows them to improve quality of life from newsletters and blogs among other
resources. A company that yearns to make this progress must take time to consider customer
profile and hence come up with achievable goals.
Certainly, companies that take time to identify ideal CRM technologies are successful.
They could either go for proprietary or infrastructural technologies. If well implemented, value
is added both to the client and company.
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References
Dar, W. M. & Ahmad, M. (2015). Impact of customer relationship management capabilities on
organizational performance with CRM Technology as mediator. Arabian Journal of
Business and Management Review, 4(10), 30.
Tuta, M. & Zara, I. A. (2013). Tools and techniques used in customer relationship management
inside software company. International Research Journal of Social Sciences, 2(4), 1-6.
