J. Basic. Appl. Sci. Res.

, 2(1)386-391, 2012 ISSN 2090-4304

Journal of Basic and Applied
© 2012, TextRoad Publication
Scientific Research
www.textroad.com

The Role of Customer Relationship Management System in Performance

of New Enterprises
(Case Study: Business Organizations)
Mohammad Taleghani1; Maryam Nasiriziba2; Mansour Mozhdehi3
1
Associate professor of Industrial Management, Rasht branch, Islamic Azad University, Rasht, Guilan, Iran
2,3
Master of Business Management , Rasht branch , Islamic Azad University, Rasht branch , Guilan , Iran

ABSTRACT
Today, marketing is not only the development, supply and sales but the continuing development and
after sales service to customers with long term relationship has been added. Creating customer loyalty
is a concept that developed in the today's businesses as the main component in the success of
companies and organizations have come, has been more attention. Considering these issues, customer
relationship management (CRM) in organizations is considered as strategy. In fact, customer
relationship management (CRM) is part of organization strategy to identity and satisfy our customers
and convert them into permanent customers. Also, in order to maximize the value of every customer,
can help your company. On the other hand, the significant failure rate of CRM projects and
considering the implementation of this important customer relationship management in the
organization have required large expenditures and its implementation may damage the relationships
with our customers, Attention to the management may reveal more risk of this project and factors
affecting the success of CRM. In this paper, first, to introduce the CRM system and the success factors
and project risk management system will be paid with the customer.
KEY WORDS: Customer Relationship Management / Risk / Successful/ Marketing.

INTRODUCTION

Today's competitive world, organization have to make it more important to customers and instead
of mass production and efficient customer service and attention to his satisfaction, customer relationship
management will help organizations to identify key customers and the importance of preserving them for
future exchange, and thereby reduce costs, attract new customers and also increase the income from loyal
customers. Organizations have recognized that their customers are important asset, so the beneficial trading
relationships with customers as a look that is the need of management. CRM system helps organization to
provide better services to customers. This system provides more opportunities to sell and it is more
effective, response time and increases quality of customer service, understanding of the marketing unit and
improves customer behavior patterns, dealing with a unique opportunity to provide their customer and
ultimately allow the company to choose how to interact. In fact, customer relationship management is one
of the main competitive advantages that companies can be exploited in order to prevent transferring
customer to other companies.

Principles and Concept of CRM

Customer-oriented management is a set of processes and strategies associated with the customer
which is supported with special software to increase customer loyalty and ultimately company's
profitability. Requirements can be pointed to attract the right customers institutionalization of the best
process, enhancing employees motivation and customer retention and acquisition. In fact, this system to
collect strategic needs and business and customer behavior leads to stronger relationships with them.
finally, a strong relationship with customers is the most important success of any business.
CRM consists of three main part: Customer, Relationship and Management Customer is the final
consumer that is having a supportive role in the relationship value.
Relationship is to create loyal and profitable customer relationships by learning more and
management is a leading business process innovation and customer orientation and putting the customer at
the center of the process and experience.

*Corresponding Author: Mohammad Taleghani, Associate professor of Industrial Management, Rasht branch, Islamic
Azad University, Rasht, Guilan, Iran. E-mail:M.Taleghani454@yahoo.com

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Today, in the organization has been given strategic importance to the customer relationship
management and in difficult conditions, competition, communication with organized customers is the best
way to increases sales and customer satisfaction while reducing costs. Given these issues, customer
management in organizations is considered a business strategy.

The Need for Customer Relationship Management

Today, manufacturing in different environment and transactional marketing based in mix
marketing (product, price, place and promoting) can not alone be effective. Due to fluctuation in demand
and increases competition in the markets, many organization are trying to create a strategy that has
integrated all components of an organization. Users to share information among all and prevent the
repetition of useless things.
This philosophy, crated the space in which all information’s shared in the time required to be
provided to individuals who need it, that is all the employees and all things are connected to each other and
burst out of a person will make nothing. Customer relationship management and decision making on
information obtained for company's strategy, shares knowledge of customer in the company.
CRM system can help organization to maximize their ability for interacting with their buyers. This
not only helps to improve but also accelerate the response to the needs of the buyers.

Table(1) : comparison of traditional marketing strategies and CRM .

CRM Strategy
How to get closer to customers for value and create value for
their.
 Perspective: customer experience
 Defining customer auditing of behaviors and practices
 Analysis capabilities
 Target customer segmentation based on value
 The purpose of each part of customer; attraction,
development maintenance and efficiency
 Criteria: satisfaction, loyalty costs of services and
employees satisfaction
 Is based on customer life cycle.
Traditional Marketing Strategies
How to gain market advantages.
 Perspective: market position
 Market definition and audit
 Analysis of strengths and weakness, opportunity
and threatens.
 Purpose of each section of the target market:
influence, development, maintenance and
operation.
 Criteria: market share, capital brand and
influence on the market
 Is based on product life cycle.

The Reasons for the Success of CRM System

To create a customer-centered culture it is necessary to extend the capabilities of knowledge and
as well as the necessary tools to meet customer needs with appropriate products and services. One of the
reasons the can lead to a successful CRM, the following cases can be mentioned:
a) Implementation of CRM as a strategy in organization effective communication with customers should be
implemented as a strategy at all levels of an organization and be familiar with their place in the system
would integrate all business process and activity around the customer.
b) Maturity of software in the organization is one of the major problems in the imp maturation of software
in the companies, users who want to work must have experience in working with the simple software. Also,
the system that have not efficiency will lead frustration and loss of senior management support and
recording structure is hidden obstacles and problems.
c) Determine the duties of each person and group in the organization: people should know what is their role
and function in the system and what action should do when CRM optimization is a group. Process and for
success in it, all individuals should be familiar with group works and tasks.

Challenges of Implementing CRM

Before an organization can implement CRM, the organization should be aware of potential problems
and possible to be deal with them when necessary. At the organization level, business should establish a joint
operation between different sectors that are associated with the customer to be more effective.
The main challenges that an organization may encounter in implementing CRM can be divided
into three main cases:
1) Initial start-up costs: It is one of the CRM challenges that the organization may have invested a large
amount of customer management tools.
There may be some specific applications of these tools, they hardly can be shared in difficult sectors.

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2) Integrated practical tools: organizations need tools to integrate applications based on customer life cycles
and interactions with the customer is created. The organization need to manage the customer interaction to
different languages and currencies can not bring to customer CRM through traditional technologies and this
would be very difficult for them.
3) Cooperation various sectors: CRM is an integrated approach and requires the cooperation of the business
which had previously operated as autonomous.
Data that are gathered in one section should be shared in all other parts.
Some of the sectors to share their data with others may be Unsatisfied or reluctant.

CRM Implementation
For successful implementation of this system should be aware of pre-deployment requirements and
procedures. The successful deployment of CRM software is the following way: Two major symptoms can
indicate whether a specific business need CRM or not. One of these symptoms are the existing of various
ways that customers can call the organization. When customers interact with a set through different ways,
CRM offers a coherent and accurate data collection on all customers and storing it in databases structured and
equipped to enhance productivity in CRM strategies. Another symptom that can show a specific business to
use Software for CRM needs, is variety of products and services that a company offers to customers. Diversity
actually means that with a careful study of the behavior and demands can be discovered that investment is
more profitable products and services, so increases customer satisfaction. Also a determining factor is the
number of customer and their geographical distribution. Whatever the number and the distribution of
customers are more, Applicant of customer relationship management increase.
The system ranges can be extended to cover all classes or particular group of them is included.
CRM has steps for achieving their objects from different perspective has been proposed.
According kalacota, This model is composed of three stages of the life cycle of recruiting,
retaining and promotion that supports each steps of understanding relationship between firms and customer.
The theory is that the different methods affect the relationship with customers so that strategies and focus
varies from stage to other stage and it is shown in the following table.

Table (2): steps of CRM and Types of organization strategies corresponding it.
Strategies Firm focus measures Steps
innovation Distinction Leadership to promote goods and services Attractive
Reduced costs-customer Isolation Enhance the profitability of existing Promotion
service customers
According to customer and Adaptation Keep your customer for life (focusing Retaining and conservation
new product services with respect to customer preference

Stages of Service Delivery in Customer Relationship

Management
In the first stage of CRM services, The database is based on data supplied by customer. Then Data
collected in the database is analyzed based on different techniques. Target customers are selected based on
criteria of profitability for the company. In the next step for target customers are designed an appropriate
marketing mix. Then by using the last information, communicating with customer and finally after
implementation of marketing will controlled provided results.
The stages of implementation services can be in the form of customer relationship management as
showed in the figure (1).

Risk Factor For CRM Projects

When CRM fails to full fill the goals of organizations it is said CRM has failed some common mistakes
that lead to this, are
1. Weakness in the organizations knowledge management
2. Inadequate understanding of the organization and its external environment.
3. The immature nature of the information technology and information system.
4. Lack of customer-oriented culture, embrace change promotes sharing of information
5. Weakness in the strategy
6. In sufficient support senior managers from customer relationship management
7. Changes in owners and senior managers of organization

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8. Lack of sufficient budget allocation to project management, customer relationship

9. Ambiguity in the implementation of customer relationship management
10. Weak implementation methodology and project management.

To create a database

Analysis of data

Selection of customer

Targeting customers

Establishing a relationship marketing

Control

Figure (1): The process of implementation of CRM.

Conclusion

These day's, The most important economic challenges that facing any organization is to increase
sales. Competition in difficult situations, organized and timely communication with customers is the most
appropriate to increase sales while reducing costs. Among the key factors for successful customer
relationship management project are working with organizational functions (for example sales personnel
and marketing personnel with IT department .
Researchers have stressed the need for integration among areas of sales and marketing function for
the success of customer relationship customer Management. The most important factors for project failure
is the one of customer, since CRM technology before the creation of customer-centric organization. It is
necessary that organization that in tented to implement CRM to be organized so that it can focus on their
key customer. It is essential that structure is flexible and if necessary in order to create customer-centric
values is organized. CRM gives overall and clear pictures and yet with all details required by customers
and the process of sales and this provides a special relationship with each customer and make it work to
lose any opportunity for more sales and customer satisfaction than did.

Suggestions
1) Essential to the success of customer relationship management determining an organization of profitable
customer and customer segmentation is based on the organization's values, Then based on each customer in
which category, will determine specific needs and appropriate ways of interacting with customer
2) Before implementing of CRM technology, the organization must identify and prioritize their needs of
analysis and based on the need, to take action or choose to develop information technology system.
3) To achieve the goals of CRM and gain competitive advantage should be designed a program of business
for sourcing maintaining and customer information assets and enforcement.

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4) In order to avoid from strategic and tactical mistakes (individual and process) is necessary at all stages of
implementation to control the actions of team members' performance and developed to be implement.
5) Agency personnel are bridge between customer and organization before implementation of CRM in the
organization, it is necessary to answered to all uncertainties, concerns and questions of personnel about the
customer relationship management and they should be given necessary training in this field.
6) Key process from customer perspective have identified and process that can create the greatest
dissatisfaction can be found in the first phase focusing on them.

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 Saat ini, pemasaran tidak hanya pengembangan, pasokan dan penjualan tetapi lebih
mengutamakan pengembangan berkelanjutan bagi pelanggan untuk hubungan jangka
panjang. Menciptakan loyalitas pelanggan adalah konsep yang dikembangkan dalam bisnis
saat ini sebagai komponen utama dalam kesuksesan perusahaan dan organisasi. Untuk
mengatasi masalah ini, CRM bisa menjadi solusi dikarenakan sistem tersebut berfokus pada
pelanggan. Dalam organisasi, ini bisa dianggap sebagai strategi untuk memuaskan pelanggan
dan mebuatnya menjadi pelanggan tetap dengan memaksimalkan nilai setiap pelanggan dan
membantu perusahaan anda. Dalam studi kasus ini, kita akan memperkenalkan lebih jauh
mengenai sistem CRM, risiko proyek dan faktor-faktor ini mempengaruhi keberhasilan.
Organisasi telah mengakui bahwa pelanggan mereka adalah aset penting. Sistem
CRM membantu organisasi memberikan layanan yang lebih baik kepada pelanggan. Sistem
ini memberikan lebih banyak peluang untuk menjual, meningkatkan kualitas layanan
pelanggan dan pemahaman unit pemasaran dan meningkatkan pola perilaku pelanggan.
Faktanya, CRM adalah satu dari keunggulan kompetitif utama yang dapat dieksploitasi
perusahaan untuk mencegah transfer pelanggan ke perusahaan lain.
A. Prinsip dan Konsep CRM
CRM adalah serangkaian proses dan strategi yang terkait dengan pelanggan yang
didukung dengan perangkat lunak khusus untuk meningkatkan loyalitas pelanggan untuk
meningkatkan keuntungan perusahaan. Dengan melakukan prosedur dengan tepat,
meningkatkan motivasi karyawan dan retensi serta akuisisi pelanggan, maka proyek CRM ini
dapat berjalan dengan lancar. Pada akhirnya, hubungan yang kuat dengan pelanggan adalah
keberhasilan terpenting dari bisnis apa pun.
CRM terdiri dari tiga bagian utama:
1. Pelanggan
2. Hubungan Manajemen Pelanggan
Menciptakan hubungan pelanggan yang setia dan menguntungkan adalah dengan
inovasi proses bisnis terkemuka dan orientasi pelanggan.
3. Konsumen yang memiliki peran suportif dalam nilai hubungan.

B. Perbandingan strategi pemasaran tradisional dan CRM

1. Strategi CRM
Bagaimana cara mendekati pelanggan untuk mendapatkan nilai dan menciptakan nilai
untuk
mereka.
• Perspektif: pengalaman pelanggan
• Mendefinisikan audit pelanggan atas perilaku dan praktik
• Kemampuan analisis
• Menargetkan segmentasi pelanggan berdasarkan nilai
• Tujuan setiap bagian dari pelanggan; daya tarik,pemeliharaan dan efisiensi
pengembangan
• Kriteria: kepuasan, biaya loyalitas layanan dan kepuasan karyawan
• Didasarkan pada siklus hidup pelanggan.
 2. Strategi marketing tradisional
Cara mendapatkan keuntungan pasar.
• Perspektif: posisi pasar
• Definisi dan audit pasar
• Analisis kekuatan dan kelemahan, peluang dan mengancam.
• Tujuan setiap bagian dari target pasar: pengaruh, pengembangan, pemeliharaan dan
operasi.
• Kriteria: pangsa pasar, merek modal dan pengaruh pada pasar
• Didasarkan pada siklus hidup produk.

3. Alasan Keberhasilan Sistem CRM

Untuk menciptakan budaya yang berpusat pada pelanggan, perlu untuk memperluas
kemampuan pengetahuan dan serta alat yang diperlukan untuk memenuhi kebutuhan
pelanggan dengan produk dan layanan yang sesuai. Salah satunya alasan yang dapat
menyebabkan CRM berhasil, kasus-kasus berikut dapat disebutkan:
1. Implementasi CRM sebagai strategi dalam komunikasi organisasi yang efektif dengan
pelanggan diimplementasikan sebagai strategi di semua tingkatan organisasi.
2. Kematangan perangkat lunak dalam organisasi adalah salah satu masalah utama.
3. Tentukan tugas masing-masing orang dan kelompok dalam organisasi
Setiap orang harus tahu apa peran mereka dan fungsi dalam sistem dan tindakan apa
yang harus dilakukan ketika optimasi CRM adalah grup. Proses dan untuk sukses di
dalamnya, semua individu harus terbiasa dengan kerja dan tugas kelompok.
E. Tantangan Utama Dalam Pengimplementasian CRM
Sebelum suatu organisasi dapat menerapkan CRM, organisasi tersebut harus
mengetahui potensi masalah dan mungkin untuk berurusan dengan mereka saat
diperlukan. Di tingkat organisasi, bisnis harus membentuk gabungan operasi antara
berbagai sektor yang terkait dengan pelanggan menjadi lebih efektif.
Tantangan utama yang mungkin dihadapi organisasi dalam menerapkan CRM dapat
dibagi menjadi tiga kasus utama:
1. Biaya awal awal: Ini adalah salah satu tantangan CRM yang mungkin diinvestasikan
oleh organisasi besar jumlah alat manajemen pelanggan.
2. Mungkin ada beberapa aplikasi spesifik dari alat-alat ini, mereka hampir tidak dapat
dibagikan di sektor-sektor yang sulit.
3. Alat praktis terintegrasi: organisasi membutuhkan alat untuk mengintegrasikan
aplikasi berdasarkan siklus hidup pelanggan dan interaksi dengan pelanggan dibuat.
Organisasi perlu mengelola interaksi pelanggan berbagai bahasa dan mata uang tidak
dapat membawa ke CRM pelanggan melalui teknologi tradisional dan ini akan sangat
sulit bagi mereka.
4. Kerjasama berbagai sektor: CRM adalah pendekatan terintegrasi dan membutuhkan
kerja sama bisnis yang sebelumnya beroperasi sebagai otonom.
5. Data yang dikumpulkan dalam satu bagian harus dibagikan di semua bagian lainnya.
6. Beberapa sektor untuk berbagi data mereka dengan yang lain mungkin tidak puas atau
enggan.
Langkah-langkah CRM dan Jenis strategi organisasi yang sesuai :
strategi Fokus yang kuat Tolak ukur langkah
inovasi Perbedaan Leadership to menarik
promote goods and
services
Mengurangi biaya- isolasi Meningkatkan promosi
pelanggan profitabilitas yang
layanan ada
pelanggan
Menurut pelanggan adaptasi Pertahankan Retaining and
dan pelanggan Anda conservation
produk baru seumur hidup (fokus
layanan sehubungan
dengan preferensi
pelanggan.

F. Tahapan Pengiriman Layanan dalam Manajemen Hubungan Pelanggan

1. Pada tahap pertama layanan CRM, Basis data didasarkan pada data yang diberikan
oleh pelanggan.
2. Lalu, data dikumpulkan dalam database dianalisis berdasarkan teknik yang
berbeda. Target pelanggan dipilih berdasarkan kriteria profitabilitas bagi
perusahaan.
3. Pada langkah selanjutnya untuk target pelanggan dirancang yang sesuai bauran
pemasaran. Kemudian dengan menggunakan informasi terakhir, berkomunikasi
dengan pelanggan dan akhirnya setelahnya implementasi pemasaran akan
mengontrol hasil yang diberikan.

G. Faktor Risiko Proyek CRM

Ketika CRM gagal untuk memenuhi tujuan organisasi dikatakan CRM telah gagal dalam
beberapa kesalahan umum yang mengarah ke ini :
1. Kelemahan dalam manajemen pengetahuan organisasi
2. Pemahaman yang tidak memadai tentang organisasi dan lingkungan eksternalnya.
3. Sifat teknologi informasi dan sistem informasi yang belum matang.
4. Kurangnya budaya yang berorientasi pelanggan, merangkul perubahan
mempromosikan berbagi informasi
5. Kelemahan dalam strategi
6. Dalam dukungan yang cukup manajer senior dari manajemen hubungan
pelanggan
7. Perubahan pemilik dan manajer senior organisasi
8. Kurangnya alokasi anggaran yang cukup untuk manajemen proyek, hubungan
pelanggan
9. Ambiguitas dalam penerapan manajemen hubungan pelanggan
10. Metodologi implementasi dan manajemen proyek yang lemah.

H. Kesimpulan yang dapat diambil dari studi kasus ini antara lain yaitu :
1. Saat ini tantangan ekonomi adalah yang terpenting bagi organisasi untuk meningkat
penjualan. Hal ini bisa diatasi dengan melakukan komunikasi yang terorganisir dan
tepat waktu dengan pelanggan.
2. Kunci CRM berjalan dengan sukses yaitu dengan adanya suatu hubungan yang
berkesinambungan antara bidang penjualan dan fungsi pemasaran sehingga dapat
menjalankan fungsi organisasi. (misalnya tenaga penjualan dan tenaga pemasaran
dengan departemen IT)
3. CRM berfokus pada pelanggan. CRM memberikan gambaran secara jelas dan
menyeluruh dan dengan semua detail yang dibutuhkan oleh pelanggan. Proses
penjualan ini memberikan hubungan khusus dengan setiap pelanggan dan selalu
memberikan yang terbaik kepada pelanggan sehingga mereka mendapatkan kepuasan.

I. Saran
1. Penting untuk keberhasilan manajemen hubungan pelanggan denngan menentukan
organisasi yang menguntungkan pelanggan dan segmentasi pelanggan didasarkan
pada nilai-nilai organisasi. Contohnya dengan mengidentifikasi bagaimana cara yang
tepat untuk berinteraksi dengan pelanggan, masing-masing pelanggan di kategorikan
dimana dan keperluan yang dibutuhkan seperti apa.
2. Sebelum menerapkan teknologi CRM, organisasi harus mengidentifikasi dan
menganalisis kebutuhan pelanggan untuk mengambil tindakan atau memilih untuk
mengembangkan sistem teknologi informasi.
3. Untuk mencapai tujuan CRM dan mendapatkan keunggulan kompetitif harus
dirancang suatu program bisnis untuk sumber pemeliharaan dan informasi aset
pelanggan dan penegakan hukum.
4. Untuk menghindari kesalahan strategis diperlukan tahap implementasi untuk
mengendalikan tindakan kinerja anggota tim dan dikembangkan untuk diterapkan.
5. Personel agensi menjembatani antara pelanggan dan organisasi sebelum
pengimplementasian CRM. Tugasnya adalah menjawab semua ketidakpastian,
kekhawatiran, pertanyaan tentang manajemen hubungan pelanggan serta harus
diberikan pelatihan yang diperlukan di bidang ini.