Question

Select a proprietary or non-proprietary Customer Relationship Management (CRM) system used by an industry or a business entity in Malaysia, analyze and evaluate the relevant operational; analytic; and collaborative functions of the chosen CRM and highlight their benefits to that particular industry or a business entity. (explain in detail)

Answer 1

Customer Relationship Management [CRM] is a way of tracking and managing interactions with prospects, leads and customers as they move through every stage of company’s sales cycle. They help to focus on the customers and its software helps to improve the business -customer relationships by organising and automating the communications and activities across all customer-facing departments including sales, marketing and customer service. Since every customer reaction is stored at a place, it helps the team to nurture the relationship at every stage.

                                    In this case, I would like to take the Star CRM solutions which is the most widely used CRM system in Malaysia. As far as the industrial example concerned, I would prefer to take the example of DHL Express, Malaysia. Star CRM is a service provider in the Asia-Pacific region for the past 20 years. It provides various solutions like Campaign manager, Help Desk, Sales manager, Loyalty manager, Mobile Apps, Event manager, Employee Engagement, and provides various services like Loyalty management, Data and Analytics, Telemarketing and Digital marketing services.

                                    The Star driver Campaign manager programme includes 3 robust modules that equips the market in running multi-channel campaigns, manage the customer data and track the results. It campaigns via sms, e-mail, push notifications, social media, telemarketing, sales and direct mail. The Hep Desk solution contains 4 robust modules that helps the help desk agents, supervisors and senior management. It contains features like automated retrieval of caller id, multiple filters for customer management etc. Its Outbound solutions contains 4 robust modules supporting telemarketing agents, supervisors and senior management. It contains automated survey builder, sophisticated soft phone dialling, automated call status outcomes etc. The Sales manager module has 4 robust modules that helps the account managers, sales head and senior management. It helps to manage customer contact, track sales opportunities at the customer level, manage and track customer appointments etc. The Loyalty manager also has 4 modules that helps loyalty programmes like member website, member mobile app and dashboard. It contains personalised messaging and dashboard customization modules. The Event manager process contains 3 modules specifically the events manager, events microsite and dashboard to support marketers on planning , managing and marketing events. The Employee engagement module has some automated employee recognition programmes like ‘Pat my Back’ encouraging managers and colleagues to give outputs for each job well done.

                                    As far as the DHL express using its CRM system is concerned, it suits well to the underlying principle of the DHL which is to find the customer where they are and find the people who needs the services by maintaining a perfect customer dashboard and suitable analysis of each customer patterns. DHL remains one among the unflagged target oriented and time oriented platform till date due to the CRM technique adopted by them. Its Customer Activation Resolution and Enhancement programme is a key initiative towards providing world class services among its customers. This programme supports the needs of the customers and helps in maintaining partner billing and customer relationship management. Thus given the growth of the organisation, the CRM system has indeed played a major role in maintaining its customer through a good customer dashboard maintenance system thereby propelling the growth of the company to the next level of customer satisfaction, which remains the quintessential factor for the success of a campany, which was honoured in 2018 with the best CRM pactice firm of the year.