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Literature Review

1.The Concept of Customer Relationship Management

Customer relationship management (CRM) is critically important to any businesses, regardless of their levels of operation and size of the business. Customer Relationship ManagementCRM is the art of managing a good customer relationship and prospective customers (Diffley, 2018) and. CRM is all about understanding your customers’ scope and developing a good relationship with them by doing what will bring them closer and keep them for the purpose of the business’s progress. There are different methods of enhancing customer relationships in organizations, including the assistance of the customers in a timely manner, automation of customer support, and continuous engagement. There are aspects that cause unreasonable customer relationships, like not treating customers with respect and not delivering according to promises and customer expectations. It is important to maintain good customer relations to improve customer retention and increase the organization’s profitability. Thus, it is important to manage customer relationships management, understand what creates unreasonable customer relationships, and specify the impacts of customer relationship management on businesses. Comment by Denghao Wei: Good Comment by Denghao Wei: You can use either British or American English but please keep it consistent along your thesis Comment by Denghao Wei: A bit weird. Can you find a better term?2. Methods of Customer Relationship Management Comment by Denghao Wei: You can give a subtitle to each of the methods below This section is important and needs to be much improved

There are different methods that are used in enhancing customer relationships. One is live assistance of the customers. This is a good way that customer relationship officers use to boost customer engagement. Waskito (2018) Research showscontends that businesses using visual engagement tools mark about an 83% year on year increase in annual revenue and achieve 2.7x greater annual improvement (decrease) in customer effort score (Waskito, 2018). The use of visual tools in assisting customers is adopted in organizations and businesses in order to save on time for employee interaction as at the comfort of their places. They can interact with the businesses by use of video tools. This saves the time they would have used traveling to meet customer service officials physically. Customers will thus appreciate what does not waste their time. Comment by Denghao Wei: This argument is good, but what exactly are they? Comment by Denghao Wei: What is the meaning? Comment by Denghao Wei: How? What is the meaning of video tool? Comment by Denghao Wei: This section needs to be further expanded, especially how this approach contributes to CRM.The otherAnother method of customer relationship management is the automation of customer support. Today, technology has taken over the world, and businesses are also striving to cope with the technology pace and improve on customer experience and support. When there is a delay in customer support delivery, the customers tend to give up with the given business and leave dissatisfaction. Automating customer support with the best chatbots can redefine your customer satisfaction rates by improving your response times, engagement, and your customers’ interests (Plakoyiannaki, 2006). The businesses develop systems that are fitted with the most commonly asked questions by customers. When customers log into the customer support system, they are first exposed to these questions to determine whether their inquiry is a part of these questions. Since the questions have direct answers, the customer will not have to wait online to get answers to their query. The Chatbots also avail of different procedures to customers regarding business transaction processes and any other form of inquiry. This makes the experience of the customers better. Comment by Denghao Wei: Automation of customer support means a lot, so what exactly is it? Comment by Denghao Wei: Do you mean chatbot is automation of customer support or just an example?The other method of customer relationship management is continuous marketing engagement. If customers are not well engaged in business, they are likely to raise a red flag, which will have a dire consequence to the business. When a business gets customers, it is important to try and retain them for the betterment of the future operations of the given business. Royal customers are far more profitable if retained than looking for new customers and making them loyal (Waskito, 2018). As a result, the customer relationship management team must strive to retain loyal customers as they look for new ones, other than finding new ones at the expense of the old loyal customers, as it happens in many businesses. The more engaged the customers are, the happier they are, and the easier it is to retain them, recommend other customers, and buy more (Ivanovic, 2011). Engagement can be done by appreciation through thank you emails or follow up on sales. Comment by Denghao Wei: For example? Comment by Denghao Wei: Good Comment by Denghao Wei: Not really. This is too basic. Identify other ways to engage customers.The other method of customer relationship management is the use of social media for customer service. Today, social media has become the most used form of media, and businesses are using it to enhance the customer experience. The customers share both positive and negative experiences and reviews using the business social media and expect an immediate response from the business personnel (Diffley, 2018). When businesses improve on their use of social media and use them for customer service and not just for business satisfaction, they gain increased exposure for their customers. This is a way of improving on customer relationship management for the betterment of the business operations and gains. Comment by Denghao Wei: This paragraph is general and not specific. In what way social media can be used to improve CRM? You need to be very specific with examples.3. Causes of Unreasonable Customer Relationship

Unreasonable customer relationships can have a dire impact on the operations of a business. Unreasonable customer relationships in business results from failure to have a consensus between the customers and the business. This comes as a result of not treating customers with the respect that they should have. When there is no respect for customers, they tend to back off and look for alternatives that would definitely benefit the competitors (Thakur, 2016). Customers should be treated with respect by employing the right terms, showing respect from the employees. The use of vulgar language angers customers and deteriorates the relationship between the customers and the employees. Also, unreasonable customer relationship results from lack of efforts from the customer service personnel. Customers need a constant communication from the business and immediate actions and solutions as well as avoidance of blame games (Thakur, 2016). When there are delays in customer support and response, the customers are forced to seek services elsewhere. This created a rift between the customers and the customer service personnel, thus, creating a disadvantage and bad relationship for the business. Comment by Denghao Wei: Introduce the meaning of unreasonable customer relationship first Comment by Denghao Wei: You mentioned it before. Repetitive Comment by Denghao Wei: GoodThe other causes of unreasonable customer relationships in a business are lack of delivery as per expectations and failure to focus on customer experience. The quality of services offered to customers matters a lot in the way the businesses relate with their customers. It is the hope of every customer that they will receive the expected services and quality goods from the company that they trade in (Bhat, 2016). If this is not the case, there is a rift created, and the relationship between the customers and the business is ruined. In addition, the failure to focus on the experience of customers results in unreasonable customer relationships. Businesses should always follow up on the customers and find out how their experience was after every service delivery process (Diffley, 2018). This gives the business the ability to evaluate the process of service delivery and improve on any negative comment given by the clients. The customers are the main assets in a business, and they should thus receive such kind of treatment. Comment by Denghao Wei: Good. The explanations below can be further improved4. Impacts of Customer Relationship Management of EnterpriseGood customer relationship management is very beneficial to the enterprise in the long run. When a business exercises good customer relationship management, it increases its efficiency, effectiveness, and profitability. When the customers are satisfied with the services being offered, they tend to buy more from the given enterprise, thus increasing their sales (Dewnarain, 2019). Also, there is an increase in effectiveness and efficiency as customers are treated the right way and in a way they would like to be, thus improving their experience. Improved ability to target profitable customers, integrated offerings across channels and improved sales force efficiency and effectiveness (Plakoyiannaki, 2006). Good customer relationship management increases customer retention in an enterprise. There is no customer who will be willing to leave an enterprise where they are treated well and where their goals and targets are met (Ivanovic, 2011). The customers will thus be easily retained and recommend others to the enterprise as they are satisfied with the enterprise’s services. Comment by Denghao Wei: Great Comment by Denghao Wei: yesGood customer relationship management creates a great experience for the customers, both new and old. Enterprises that offer good customer relations management services find it easy to attract new customers in their business from competing businesses that lack such a form of services for their clients. In this case, they are existing customers who recommend their friend to the business, and when they are treated well, they are retained (Waskito, 2018). This increased the market share of the given enterprise, and in this case, they increase their production and profits. Customer satisfaction should be an dream objective of for every enterprise in its quest for growth. A good customer relationship management also offers an enterprise the improved ability to target profitable customers. When there is a close relationship between the customers and the enterprise personnel, the customers are well examined and monitored regarding their purchase trends, delivery, and satisfaction levels. Losing some key customers is very costly to an enterprise, and these customers must thus be treated rightly to avoid losses to the company. This can only be achieved if there is a good relationship with them, only achievable through customer relationship management to keep the customers on board and satisfied always. Comment by Denghao Wei: Good, find a more technical way to describe this Comment by Denghao Wei: This section is good5. ConclusionSummaryCustomer relationship management remains to be a critical field in business that businesses need to put much effort into maintaining at the highest standards. Each business should be ready to invest in customer relationship management if they want to retain their customers and increase their profitability levels. By use of technology, businesses can improve on the experience of their customers by live assistance to limit the time spend seeking services physically, automating customer support for easy access, as well as engaging the customers continually and using social media support. This will help avoid unreasonable customer relationships resulting from poor treatment of customers, resulting in a loss of clients. A good customer relationship management assures a business of customer retention and high profitability rates. Comment by Denghao Wei: Good, but you need to read more literature and expand and improve your literature review, especially Section 2.ReferencesBhat, S. A., & Darzi, M. A. (2016). Customer relationship management. International Journal of Bank Marketing.Dewnarain, S., Ramkissoon, H., & Mavondo, F. (2019). Social customer relationship management: An integrated conceptual framework. Journal of Hospitality Marketing & Management28(2), 172-188.Diffley, S., McCole, P., & Carvajal-Trujillo, E. (2018). Examining social customer relationship management among Irish hotels. International Journal of Contemporary Hospitality Management.Ivanovic, A. (2011). U.S. Patent Application No. 12/887,905.Plakoyiannaki, E., & Saren, M. (2006). Time and the customer relationship management process: conceptual and methodological insights. Journal of Business & Industrial Marketing.Thakur, R., & Workman, L. (2016). Customer portfolio management (CPM) for improved customer relationship management (CRM): Are your customers platinum, gold, silver, or bronze?. Journal of Business Research69(10), 4095-4102.Waskito, K. S. (2018). The Impact of Customer Relationship Management on Organization Profit of in Somali. J Entrepren Organiz Manag7(221), 2

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