Customer Relationship Management And How It Impacts The Overall Organization 's Objective

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The purpose of this document is to understand the customer relationship management and how it impacts the overall organization’s objective.
Currently the organization is using SAP R/3 which provides transactional capabilities and now the organization wants to move ahead and implement SAP CRM module which would help them better manage their customers.
Also this document talks about SAP CRM module on cloud vis-à-vis in-house SAP CRM and which one makes more economical sense to the organization
Main Discussion
What is CRM
(Samma, 2011) stated that Customer relationship management is a combination of policies, processes and strategies applied by any organization to unify its customer interactions and provide a mean to track customer information in best possible way so that the customer information can be converted into actionable insights. It involves use of information technology in attracting and retaining commercially viable customers.
(Mishra, 2009) Has stated that CRM is an integration of information technology and relationship marketing technique provides the infrastructure that facilitates long term relationship building with customers at an enterprise wide level. Customer relationship can be classified into following categories:
Operational CRM
Operational CRM is about supporting front office of the organization in terms of capturing data that is gathered at the front office by front office staff with the help of technology or human effort.
Analytical CRM
It is the

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