A Short Note On Customer Relation Management ( Crm ) Investments And Initiatives

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Literature Review on How SalesForce can help in Decision Making While Customer Relation Management (CRM) investments and initiatives are going high in number, challenges pertaining to effective measures too have been raised . As a marketing information system, it contributes in the improvement of market and customer knowledge. The aim of this research is to observe to what extent Salesforce knowledge can help customers in their decision making. Key words: CRM usage and benefits – sales force performance – customer decision making In the recent past, CRM propaganda stand as an important concern in companies tactics in order to face markets with better competition. The Reports for forester’s research about CRM’s progress for 2011 shows a…show more content…
There is necessity of aligning three critical levers to build a successful CRM: insight into customer decision-making, information about customers, and information-processing capability. The sales people pull up the customer data base in having the data about customer profile to adjust behavior and offer before and during the sales call. Novel technical capabilities facilitate the adaptation of sales presentations structure and content according to customers. Technology capacities allow the adaptation of sales presentations structure and content according to customers. Also the way we use CRM creates an impact on the information is delivered to customers in timely, accurate and adapted manner. We identify two critical components in the customer decision process: decision making assistance and empathy. Keeping in mind the decision making assistance, the main concern for customers remains reduction to ensure decision quality in risk monitoring. Customer uncertainty may be related to different factors: the amount of information available, decision consequences forecast and trust in decisions (Achrol and Stern 1988). The increase of salesperson knowledge (informing the customer), personal attributes (proposed alternatives) and behaviors (customized information and assistance in problem solving) through CRM is likely to guide customer in the decision

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