Importance of supplier network management in CRM

Customer relationship management is one of the core processes of an organization which deals in establishing, enhancing and maintaining the long term associations with the customers (Chalmeta, 2006). The success of CRM implementation is dependent on its acceptance by several stakeholders and the network between them. Some of the stakeholders involved comprise of:

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CRM evaluation is a cyclic process in CRM implementation

The final phases of CRM reimplementation in business comprise of project implementation and CRM evaluation performance. After the completion of CRM strategy formation, project foundation and choosing the right partners, businesses should focus on its final implementation and evaluation. It is the most crucial parts of the CRM implementation steps (Buttle, 2013). As the efforts and plans put so far in planning, the CRM is tested for its feasibility. During project implementation, tasks are carried out and the progress information is reported. It is only after the implementation phase that a CRM project becomes ready for closure.

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SCM evolution and it’s driving factors

The previous article introduced the concept of supply chain management (SCM) and its vital elements such as inventory management and reverse logistics. Understanding SCM involves consideration of a wide range of dimensions. Wolf’s (2011) definition of SCM is the most relevant in this regard. According to Wolf;

“it is the design, planning, execution, control, and monitoring of supply chain activities with the objective of creating net value, building a competitive infrastructure, leveraging worldwide logistics, synchronizing supply with demand and measuring performance globally” (Wolf, 2011, pp. 222).

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A suitable partner selection to validate CRM implementation

Customer relationship management (CRM) is an approach to manage a business’s relations with both its current and potential customers. In the previous study, it has been discussed that companies go through five different phases to improve their customer relations. Having built the CRM project foundations, the next phase involves the specification of needs for the CRM and selecting the right suitable partner in conduction of CRM (Buttle, 2013). The importance of this phase lies in the fact that it involves activities such as process data review and gap analysis, initial technology specification and request for proposals.

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Customer database formation to build customer relations

A customer database forms the basis of what is commonly known as Customer Relationship Management (CRM). It is much more than just a client database; it is the management of all interactions with the customers. A customer database, for small businesses often start out as a small excel worksheet whereas larger organizations use different tools to manage millions of customers for a specific time period. The customer information database, therefore, is an organized collection of comprehensive info about individual customers and prospects. The information must be updated, accessible, and actionable.

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Nonprofit organizations were among the very first users of CRM

CRM remains used to house constituent data in a single place for cultivating, engaging and expanding constituent communities (Mouyabi, 2015). According to Buttle, (2013) CRM involves using the tool for providing the solution for management of relationships by nonprofit organizations and educational institutions. On one hand, the CRM usage in businesses evolved fast, whereas CRM in nonprofit organizations evolved slowly.

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CRM project foundations before implementing a new strategy

As implicated in the previous study, CRM implementation and integration into the objectives of a business comprises of 5 important phases. Building CRM project foundations are the second phase of the process (Buttle, 2013). This phase comprises of various activities for CRM project design and planning process.

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Understanding different elements of the Gartner’s CRM model

The Customer Relationship Model (CRM) model developed by the market research and consulting firm, Gartner Inc. is known as the Gartner’s CRM model. Gartner is a global consultancy company headquartered in Connecticut, the USA has more than 5700 associates 1400 research analysts and consultants (Grazdane, 2013).

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