Implementing a CRM System
It is almost impossible to run a business without considering the customer. The customer is what drives a business. If the customer is not satisfied the company has potential to lose money and or the entire business. Implementing a Customer Relationship Management (CRM) system into any business setting has the potential to increase customer service and therefore increasing productivity “CRM is a business philosophy based on the premise that those organizations that understand the needs of individual customers are bet positioned to achieve sustainable competitive advantage in the future” (Baltzan, 2010 Chapter 11).
Albertsons grocery stores have been established since 1939 and now operate over 450 stores. The chain has implemented an information system that employs the five components of supply chain management. Implementing a new CRM system will increase the retention of customers and improve the productivity of the stores. The following is a proposal for implementing a CRM system in the already existing information system at Albertsons grocery stores.
CRM employs three applications to identify the core customers.
• Customer-facing application- refers to how the customer relates to the company through the way it communicates with the company either via phone, customer service, and field service automation, this information is then processed to employees.
• Customer-touching applications – refers to how customers directly interact with the company
• Customer-centric intelligence application- is how results are analyzed (Cheung, Cristobal, et al, Chapter 10, 2010).
By implementing these applications Albertsons will be able to retain its loyal customers.
The need for implementation
Albertsons has been able to retain its loyal customers by implementing a CRM system they will continue to keep the constant customers and will be able to gain new customers. Every time a customer interacts with the...