Business Under Crisis, Volume III by Unknown

Author:Unknown
Language: eng
Format: epub
ISBN: 9783030765835
Publisher: Springer International Publishing

6.3 Different Characteristics of CRM for Sustainable Solution

To ensure customer satisfaction, it is necessary for successful functioning of CRM (Zeng et al., 2003). Organizations are needed to ensure quick and instantaneous response regarding the needs of the customers and CRM is effective for this purpose. CRM system is supposed to have appropriate abilities for providing accurate information to the prospective customers that would help the organization to ensure sales in future (Gupta et al., 2018a). CRM system helps to ensure accurate analysis of the history of purchase by the customers. It will help the organizations to synthesize future purchasing behavior of the customers. Customers are needed to be provided with customized service by the organizations (Gupta et al., 2017; Kar & Chatterjee, 2018a). Moreover, by the help of CRM, organizations are scheduled to be able to address the needs of the customers in a calibrated way (Chaudhuri & Chatterjee, 2010; Chaudhuri, Chatterjee, & Ghosh, 2020a). To ensure this, flexibility of the organization is essential so that the organizations in no time can meet the customer needs as soon as the needs are available (Kar & Chatterjee, 2018b; Samiee et al., 2015). By the CRM system, each contact with the potential customer is to be logged. By the help of CRM, the collected data is to be meaningfully arranged (Gupta et al., 2018b). The system efficiency is required to be improved concerning the marketing process with the help of automated sale process. Practically, by the help of advanced technology, the principal aim of CRM is to target the potential customers for establishing a soothing relationship with the customers through CRM technique (Öberg, 2014). In this way, the organizations are benefitted by using CRM for sustainable solution. Table 6.1 shows different CRM solution and their key functionalities.Table 6.1CRM solution and their key features

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