When it comes to modern customer relationship management, basic functions will remain crucial. Organizations, however, will specifically need to ensure the following:
The prime focus remains on always providing customers with the best experiences
Customer process management is effective
Cross-channel integration is facilitated
Contact center operations are robust and well monitored
Sales Force Automation (SFA) is made highly efficient
Marketing and campaign management activities produce tangible results
Nguyen, B., & Mutum, D. S. (2012). A review of customer relationship management: Successes, advances, pitfalls, and futures. Business Process Management Journal, 18(3), 400–419. (doi:http://dx.doi.org/10.1108/14637151211232614)
Using the article as the basis for inquiry, prepare an analysis on CRM in the twenty-first century.
Cover the following:
Discuss the consumer/client privacy issues that might impact the uses of CRM.
Critically analyze the value of the CRM approach suggested by Nguyen and Mutum.
Compare the approach to other approaches you are familiar with.
Assess how the Nguyen and Mutum approach could be applied to your own organization.
Include what you liked and disliked about the approach.
Support your positions with at least two peer-reviewed journal articles.
By the due date assigned, post your responses to the Discussion Area. Through the end of the module, comment on at least two of your peers’ responses.
Write your initial response in 300–500 words. Your response should be thorough and address all components of the discussion question in detail, include citations of all sources, where needed, according to the APA Style, and demonstrate accurate spelling, grammar, and punctuation
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