Problems and benefits of implementing Customer Relationship Management Essay

Problems and benefits of experienceing Customer Relationship Management (CRM) in relation to BT (British Telecom) - Essay ExampleIn this essays, I will critically analyze the sentiment of client relationship managament and emphasie its importance in regular trading operations of the organization. The case of British Telcom will be used in order to prove the evidence of provided investigate and theory.Beginning in the late 1980s, there has been a great deal of research on what on the nose customer relationship management means and on what exactly a dissipated should be doing to implement such an druthers. Information technology offered firms a way to obtain, process, and use individual customer information so that firms would be able to personalize customer experiences. Some scholars have called it market orientation. (Armstrong, Cowan, Vickers, 2005195 )One set of researchers suggested that customer orientation is a subset of market orientation. Their definition for market or ientation is the set of cross-functional processes and activities directed at creating and satisfying customers with continuous needs-assessment. ( John, 2003 11). Following their lead, market orientation has been shrouded as being composed of three components customer orientation, competitor orientation, and interfunctional coordination.Can the terms customer orientation and market orientation be used interchangeably? If we accept the definition of a market (Ennew, Binks, 2003220) as being a set of potential customers and treat the terms market and customer as synonymous except for the level of aggregation in numbers, therefore we can use the terms interchangeably. Such an argument does not necessarily negate the three-component structure of the concept of customer focus. To be truly customer focused, the firm has to be driven by the goal of providing the customer with the high-est level of satisfaction. This implies that the firm concentrates on how the customer is better serve d (by the firm) compared to the competitive offerings and that all processes and activities in the entire firm are integrated