Assignment: Twenty-First Century Customer Relationship Management
New technologies will impact customer relationship management (CRM) due to its ability to allow customers to feel empowered enough to execute a range of independent activities and decisions. When it comes to modern customer relationship management, basic functions will remain crucial. Organizations, however, will specifically need to ensure the following:
• The prime focus remains on always providing customers with the best experiences
• Customer process management is effective
• Cross-channel integration is facilitated
• Contact center operations are robust and well monitored
• Sales Force Automation (SFA) is made highly efficient
• Marketing and campaign management activities produce tangible results
In Module 2, you examined the literature for consumer/client privacy issues associated with Big data. Use the Argosy University online library resources to identify at least two peer-reviewed articles that address consumer/client privacy issues associated with CRM.
• Nguyen, B., & Mutum, D. S. (2012). A review of customer relationship management: Successes, advances, pitfalls, and futures. Business Process Management Journal, 18(3), 400-419. (doi:https://dx.doi.org/10.1108/14637151211232614)
Using the article as the basis for inquiry, prepare an analysis on CRM in the twenty-first century.
Cover the following:
• Discuss the consumer/client privacy issues that might impact the uses of CRM.
• Critically analyze the value of the CRM approach suggested by Nguyen and Mutum.
• Compare the approach to other approaches you are familiar with.
• Assess how the Nguyen and Mutum approach could be applied to your own organization.
• Include what you liked and disliked about the approach.
• Support your positions with at least two peer-reviewed journal articles.
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.