Customer Relationship Management Evaluation

250 words each part.

Should have one reference used and properly in APA formatted. This means you should have in-text citations and a reference at the end of your discussion that conforms to the APA formatting guidelines.

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In the first paragraph, include an introduction to what you will be discussing. In the subsequent paragraphs, answer each question in the discussion prompt. In the last paragraph, provide a summary of what was discussed. Include key terms and concepts in your initial discussion response. Include the text book and other academic resources. Those resources should be cited in your well-developed response. Remember to include examples and real world experiences to demonstrate your understanding of the concepts.

Part 1

Chapter 2 describes how firms use Customer Relationship Management (CRM) to help manage their relationships with their customers. CRM systems provide information via a central database to coordinate all of the business processes that deal with customers. CRM systems insure that sales, marketing and customer service always have the same, up-to-date information on each and every customer. Such CRM systems optimize revenue, customer satisfaction, and customer retention.

Pretend that you are opening up a new restaurant in your neighborhood. Describe how you would use digital technology including an outstanding customer database to maximize the relationships with your customers. Explain how you would use digital technology to provide personalized communications, such as email and a website to maintain an ongoing and meaningful dialogue with each and every one of your customers.

How could you customize your database in order to ensure that customers would be included by your establishment in their special occasions like anniversaries, birthdays, graduations, etc.? What could you do in order to obtain personal information from your customers – like email addresses, and feedback on menu items to continuously feed that database?

Think out of the box – for example, could you develop a digital process whereby you could remind customers what foods they ordered the last time they were in your restaurant? What other personal things could you do to develop repeat business?

Part 2

Each year Training Magazine celebrates organizations that have excelled at employee training and development. Visit their website at Review the list of organizations recognized for excellence in training and development. Choose a company and conduct a Web search to locate information about the company’s training and development approach. Answer the following questions:

What elements of the company’s training and development program did you find most attractive? Explain your rationale. Based on the evidence presented in Chapter 1 and the Suggested Readings, the organizations celebrated for excellence in training and development applied elements of the open system model when designing their programs.

What is an open system?

What are the major benefits of using an open system approach to training program development?

In your opinion, are there any negatives associated with using an open system approach when developing a training program? Explain.

How might the acquired knowledge of an open system approach be useful as you begin preparations for developing your training program?

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