Case Study: Improving Customer Relationships

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This study is an initial attempt to consider several ways to manage Propen-tus’s relationships and interactions with existing and potential customers, in other words, customer relationship management (CRM). According to Buttle and Maklan (2015), CRM is not only about the application of technology but also a strategy to learn more about customers’ needs and behaviors in order to acquire, retain and develop stronger relationships with them, or even to terminate the relationships when needed. CRM affects the way how a com-pany operates to improve customer service and marketing functions to market more effectively and increase sales. It is grounded on high quality customer-related data and enabled by information technology (IT). 2 BACKGROUND 2.1 The…show more content…
IBM (2017), one of the leaders in the IAM industry, believed that the IAM solutions enable to reduce risks and strengthen compliance by pro-tecting and monitoring user access in the era of information technology. The IAM program, therefore, can add more values to the business as it cuts down the Information Technology (IT) management costs, increases compliance ef-ficiency and enhances employee productivity. Medium and large-sized enterprises, as well as government agencies are the main customers of those companies offering that solution. The development of multiple channels - such as mobile, social and cloud - has driven the digi-tal data into a more complicated world, calling for the demand of managing and securing data access. Additionally, the increase in the number of cyber-attacks, adoption rate of cloud services along with the stringent government compliances with respect to data security are other factors driving IAM ser-vices. (Ernst & Young…show more content…
In most of customer centricity com-panies, product quality is defined as the characteristics of a product or service that bear on its ability in order to satisfy customer demands (The American Society for Quality). In today’s business world, many firms have considered ‘return on quality’ approach, in which quality is seen as an investment and increasing quality efforts will be held accountable for bottom-line results. (Ko-tler & Amstrong 2012). Propentus should keep customers satisfied with its products and/or services in order to retain the relationships and earn their loyalty with the business. Retention efforts should be focused on high lifetime value customers. Its Identity and Access Management (IAM) solution, Propentus United Identity, must enhance the data security of its customers’ organizations by protecting and monitoring user access in the era of information technology. Its offerings may also add more values to the clients by cutting down the IT management costs, increasing compliance efficiency and enhancing employee productivi-ty. Furthermore, aftersales service plays a crucial role to guarantee that cus-tomers easily reach the key staffs when an issue occurs. In details, the com-pany can offer offsite support for those customers who are looking for instant support, cost-effective and fast turnaround

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