Net Suite Inc., Berlin Packaging, Churchill Downs, and Others: The secret to CRM Is in the Data

1)      What are the business benefits of CRM implementations for organizations such as Berlin Packaging and Churchill Downs? What other uses of CRM would you recommend to the latter? Provide several alternatives.

The business benefits of CRM implications for organizations such as Berlin Packaging and Churchill Downs are listed below:

·         Safety of costumer records and well managed system without scattered documents and overlapped files along with consistency.

·         Accurate source of truth which can be relied on.

·         Conversion of two different functions into one so that management becomes much easier and information’s become more relevant.

·         Exact accumulation of costumer circle and facilitates their categorization.

·         Proper tracking of costumers.

The other uses of CRM would be:

·         Real time customization and personalization of products and

services so that they can be related easily with each other.

·         To make sure that the customer who is happy with organization is consistently kept under same impression or not.

·         In order to provide support and service across all customer contact points so that customer could be more loyal towards organization.

2)      Do you agree with the idea that smaller organizations are better positioned to be more effective users of CRM than large ones? Why or why not? Justify your answer.

Smaller organizations have limited costumers or we can say few costumers so that it becomes easy for them to manage those information’s. Also when small organization adopts CRM, it becomes easier for it to implement it because changes and adjustments can be made within small mass, its not so difficult.........click below to read all

to make a change at small place but large organizations have large costumer following and they have large volume of data to be adjusted and managed and synchronized in the system, which becomes very difficult and things gets messed up. There arises the chances of over slacking and misplace of data and information.

So I think because data volume and organizational trend large organizations find it hard to maintain CRM. Small organizations because of their flexible nature and fresh concept are more focused on costumer management for the growth of organization so it becomes easier for them to be more dedicated towards CRM.

3)      One of the main issues noted in the case is the importance of “good” data for the successes of CRM implementations. We discussed many of these in Chapter 5, when we compared the file processing and database management approaches to data resource management. Which of the problems discussed there do you see in this case? How do CRM applications attempt to address them? Use example from case to illustrate your answer.

Data are the primary source of information. If data are not accurate and up to date it’s impossible to derive valuable and useful information from it. Data is the most valuable resource for effective and efficient information. Compared to the file processing system of case 5 here in the case we can see that organization can have the problem of overloaded files with scattered costumer records in an unmanaged way. Overlapping and inconsistency in file management could also be the main drawbacks of file processing system and that what ids discussed in this case about unsystematic arrangement of costumer records which cannot be retrieved at the time of need and make decisions.

As implicated in case if data are stored only and we would never find a way how to use it then it’s not worth keeping. Data are kept for information generation and if stored data cannot give a sense of information then it’s of no use.

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