Mediating Effect Of CRM On The Relationship

3541 Words15 Pages
ABSTRACT This study aims to investigate the prima facie conjecture that there are problems to the mediating effect of CRM and HRM on the relationship between TC and CF in MHB companies. This is due to the lack of information on its effectiveness. These problems may explain why the main players are less responsive to the implementation and practice of a mediating effect of CRM and HRM on the relationship between TC and CF. It is essential that an appropriate model of CRM and HRM be used by the administrators and professionals. This proposed model is based on the dependent variable, CF and the independent variables TC and mediator (CRM, HRM). Three prominent main problems are identified: firstly, the deficiency of knowledge, skills and…show more content…
Before CRM systems, customer data was spread out over office productivity suite documents, email systems, mobile phone data and even paper note cards and Rolodex. Storing all the data from all departments (e.g. sales, marketing, customer service and HR) in a central location gives management and employees immediate access to the most recent data when they need it. Other benefits include a 360-degree view of all customer information, knowledge of what customers and the general market wants and integration with your existing applications to consolidate all business information (Kumar et al., 2006). CRM solutions provide you with the customer business data to help you provide services or products that your customers want, provide better customer service, cross-sell and up sell more effectively, close deals, retain current customers and better understand who your customer are. Organizations frequently are looking for ways to personalize online experiences (a process also referred to as mass customization) through tools such as help-desk software, email organizers and different types of enterprise applications (Mikuła,…show more content…
The benefits of standardizing an organization’s sales process and gaining insight into all aspects of the bidding process can provide a real and immediate return on investment. Building companies looking to increase their success in bidding and winning more work should seriously review CRM as a strategic element of a company’s overall Information Technology Strategy. The roots of CRM are wholly born out of relationship marketing (RM) and a number of contributors to the relationship marketing literature emphasise the role of multiple stakeholders (Payne and Frow, 2006). RM is primarily concerned with managing relationships with multiple stakeholders, whilst the primary focus of CRM should remain with the customer. With the tough economic conditions facing the HB industry there is a sharp focus on better ways to track and manage the sales process. Companies are finding that the old way of obtaining business is not as effective in today’s market. HB companies have traditionally invested in software systems for estimating, job costing and project management. The Construction Industry has not historically been a large adopter of CRM, but that is changing. Therefore developing a CRM solution specifically for the construction and construction supply industries; even in the standard version, already covers the majority of specific
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