Genuine Parts Company 's Background

Changes in technology have led to an increase in efficiency, as it has led to faster travel and communication, and it has also led to a decrease in the cost for information (cheaper computer costs/internet).

To an organisation, through understanding the service concept they are able to display the value of their service to the customer through communicating a key set of benefits. The services and benefits provided vary upon industry, however what individual organisations can benefit from is organisational alignment. Johnston et al. (2012) suggests that the service concept can act as a tool that links together the different functions of an organisation with a common purpose and standard. In addition, Looy et al. (2013) explains that the service concept can become a blueprint that communicates to employees what service they should provide and to customers what service they should expect to receive.

GMC known as General Motors Truck Company, formally the GMC Division of General Motors LLC, is a division of the American carmaker General Motors that fundamentally concentrates on trucks and utility vehicles. The word “truck” dropped from the GMC brand name to reflect the division’s emerging image as GM’s premium producer of trucks, vans, and sport-utility

General Motors Company, incorporated as a Delaware Corporation in 2009, designs and builds cars, trucks, and automobile parts for worldwide sale. This “New GM” emerged after the Chapter 11 Reorganization of the 100-year-old “Old GM” in 2009. According to their company website, the “unyielding mission” of the New GM is to “earn customers for life.”

An effective Customer Relationship Management (CRM) program can be used to identify, retain, satisfy and obtain customers by using technology to optimize strategies for understanding customers’ needs to manage business interactions with current, former, and prospective customers. Additionally, CRM also enables companies to maximize internal, external, marketing and customer service operations to better address the needs of the customer building a better relationship with customers that a more profitable. (Ahmad & Buttle, 2001)

The new Customer Relationship Management (CRM) will build a connected, collaborated, and integrated customer facing organization. CRM will have simplified features and a utilize cloud technology to support multiple departments within the organization. CRM users will be able to:

In 1950 they established their first overseas subsidiary in Great Britain. Now, their global reach serves customers in more than 180 countries and coupled with their dealer locations, they serve more than 500 locations world-wide. This type of global presence is fundamental to their success in the global

Today, customer relationship management is very important to the business world. Most of the companies established a department and the programs to manage their relationship with the customers. Customer relationship management (CRM) is a business strategy which designed to help a company to understand and look forward to the needs of its potential and current customers (Anderson & Stang, 2000). Customer data is being collected in several different areas of the company, stored in a central database, analyzed, and distributed to key points (Anderson & Stang, 2000).The business world once was “product-centric”, the companies just provided what they could produce. However, it is now become “customer-centric”, they provide products and service

Today, more and more companies find that cultivating customer loyalty is a key factor to achieve success. Customer relationship management (CRM) focuses on the relationship between customer and company. Due to this feature, many companies are trying to establish their own CRM system for helping them to connect new customers and boost old customers’ long-term loyalty. CRM systems include operations and analysis, and relationship marketing strategy and supporting, customer-centric business processes (Buttle 2004). With the development of information technology (IT), using CRM system

Many major corporations look to implement a system that allows for strategic consumer marketing to assist in boosting revenue. This can often be done by the implementation of a customer relationship management (CRM) system. The CRM system is a strategic marketing tool that utilizes a detailed customer database (Cannon et al., 2015, p.108). Creating a template that contains critical customer information is the initial step. Tracking customer satisfaction is the following necessary step. The final step in generating a CRM system is to determine the means of collecting the customer data. By implementing this system it will allow for Starbucks to improve its customer retention.

At some point during World War II, G.M became the biggest company in the United States and owned a large number of brands and a financing fund.

Customer perception on CRM. Customer relationship management (CRM) is a combination of people, processes and technology that seeks to understand a company’s customers, so customer satisfaction is a key measure of the success of CRM. A research studied the impact of Customer Relationship Management (CRM) practices on customer’s satisfaction, analyzed variables such as reliability, responsiveness, assurance, empathy and customer relations, and found the perception of customer’s regarding CRM is based on a multifaceted set of variables, and it represents value judgments about outcome, impacts, and results of what organizations do or offers (Al Dalayeen, 2017).

Procter and Gamble is an American consumer good corporation specialising in selling branded consumer goods. The company was founded in 1837 by William Procter and James Gamble, and started out selling soaps and candles but then diversified their product range in the 1900s. As they earned more profit, they expanded internationally by acquiring companies from all across the world. Some of the brands they acquired included Pampers, Head and Shoulders, and Gillette. Today, its products are sold in about 180 countries through many mediums such as ecommerce platforms and pharmacies.

They started out with providing customer satisfaction, which was not the trend in automobile sector during those days. They are credit to have brought a revolution in the sector, to be the first company to be a mass production company, and

Customer relationship management (CRM) is widely implemented and centralized system which offers a place for interaction under a company. An employee can handle again the repeated problem which occurred in the past by re-investigate it. Besides, CRM provides a place to identify what customers wants. Employees can track customer’s expectation by their feedback and communication that can improve their buying experience and stay interact with customer in order to understand their true needs.CRM also has ability to let the company see the customer interaction in clear picture. Different customers from different segments require different products and services, but this complex situation can handle well by CRM. Furthermore, CRM provides quality and efficiency system in the company management that helps company achieves their success by building long-term customer relationship.