The purpose of this assignment is to understand customer relationship management (CRM) and CRM systems within the context of business strategy. Choose any organization and prepare a one-page summary. Include the following in the summary: organization name, primary customer base, and how they differentiate themselves in the market. You are free to choose any organization that provides products to its customers. Avoid organizations that primarily provide services, such as financial service firms, insurance firms, and the like. Good candidate organizations may include Microsoft, Coca-Cola, Nordstrom, or Wal-Mart. A good place to find this information is in the CSU-Global Library under the "Company-Business" link.
Use the following questions to guide your paper:
- In what ways would your organization use its CRM to gain insight into customers' needs, wants, and behaviors in order to serve them better?
- Consider the value of Sales Force Automation, Customer Service and Support, and Marketing Campaign Management and Analysis. In what ways could your organization use its CRM system to support Sales Force Automation? In what ways could your organization use its CRM system to support Customer Service and Support? In what ways could your organization use its CRM system to support Marketing Campaign Management and Analysis? Defend and support your statements with credible sources and research.
- What opportunities can CRM provide in terms of business strategy and goals for your organization?
- IT Support: Within your organization, what type of IT support would you need for "front office" versus "back office" systems? Please justify your answer.
Research and cite at least three credible outside sources besides the textbook for the content of your paper. You may want to review the assignment criteria found in the Rubric under "Course Information" in the left navigation pane. Remember to use proper citations and references, and adhere to the CSU-Global Guide to Writing and APA Requirements.