The Importance of Client Relation Management in Cross-Cultural Organization

Abstract

In the current era, marketing does not just refer to development, sales and supply but also the enduring progress and the service to the clients and customers with a long lasting association has been supplemented after the sales. Client or customer loyalty is a term that is introduced in the cross cultural businesses of today as an essential driver to their efficiency and success. Considering these facts, customer relationship management (CRM) in cross cultural organizations is considered as a strategy to maintain relations with the clients and share holders who belong to varying cultures. In fact, customer relationship management (CRM) is part of the organizational approach towards making their identity prominent and satisfying their potential customers and converting them into permanent customers. Also, in order to maximize the value of every customer, CRM can help the company. On the other hand, keeping in view the significant rate of failure of the CRM projects and considering the implementation of these projects, customer relationship management requires extensive expenditures and also the CRM implementation in cross cultural organizations may disturb the relationships with their customers.

Introduction4

Principles and Concept of CRM4

The Need for Customer Relationship Management5

The Reasons for the Success of CRM System6

Challenges of Implementing CRM7

Initial start-up costs7

Integrated practical tools7

Cooperation of various sectors8

Client Relationship Management Implementation8

Stages of Service Delivery in Customer Relationship Management9

Risk Factors for Client Relationship Management Projects9

Conclusion11

Suggestions12

References13

The Importance of Client Relation Management in cross-cultural organization

Introduction

In today's competitive world, organization and especially cross cultural organizations require making it more important to customers. Instead of mass production and efficient customer service and emphasis on the organization's satisfaction, customer relationship management would help organizations in identifying the key customers and the importance of preserving them for future exchange, and thereby reducing costs, attracting new customers and also increasing the income from loyal customers. Cross cultural organizations have recognized that their customers are an important asset to them, so the beneficial trading relationships with customers as a look that is the need of management. CRM helps cross cultural organizations in providing better services to their culturally diverse customers. This management approach provides more opportunities to sell and market the services and products of any organization and it is more effective (Boardman, 2005). Effective implementation of customer relationship management in the culturally diverse organizations enhances the response time and increases the quality of customer service, facilitates in the understanding of the marketing unit and improves customer behaviour patterns, dealing with a unique opportunity to provide their customer and ultimately allows the company to choose how to interact. In fact, customer relationship management is one of the main sources or drivers to yielding competitive advantage that organizations may exploit in order to prevent the transfer of customers to other competing companies.

Principles and Concept of CRM

Client relationship management is a set of processes and strategies associated with the customer, which is supported by special software to increase customer loyalty and ultimately the company's profitability. Requirements can be pointed to attract the right customers' ...