Question

Choose a proprietary or non-proprietary Customer Relationship Management (CRM) system used by an industry or a business entity in Malaysia, analyse 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.
[30 marks]

- With APA citation

Answer 1

The vendors who sell the CRM software use propietary customer relationship management, so that they have full control of the program. Since it is regarded as less vulnerable than the closed code, Proprietary CRM is closed system software, a finished product that can be downloaded or a long-term subscription can be bought at no extra charge.

Non-owned Customer Relationship Management — Non-owned CRM are the software that is free and does not contain a patent or copyright. This is open to the public database where it can be downloaded free of charge. The source code is also given in its entirety.

The company and industry in Malaysia have used both proprietary and non-owned CRM software to have the most knowledge and time saving, and to collect information simultaneously. Many of the major companies or suppliers have used the proprietary CRM tool, which costs but also has some extra benefit compared to a non-proprietary one.

CRM feature – helps to automate and sell business, to automate the marketing and to automate services

• Automation of sales-Sales Automation aids an company in managing a sales automated operation. This allows a company to develop a criteria for the acquisition of the new customer and for maintaining its old customers.
• Marketing automation-Marketing automation plays an important role in figuring out whether the product is best accessible to and approaching the potential consumer. This handles emails, meetings face to face and connects to the social network to hit the future customer.
• The outsourcing of services-helps the company to attract the future customer through the best possible quality of the service and to establish a positive relationship with consumers and suppliers.

The research data analytics (CRM) feature is a core component of the analytical CRM tool. It lets the organization evaluate consumer data from multiple sources and allows top management to make a informed decision. The CRM research framework is used to help the business decide how to deliver the best possible service for consumer.

• Capture consumer data from various sources and networks.
• Help the organization set the sales and marketing team business methodology to improve customer relations.
• Know more about consumer preference and buying behaviour.

Working-intensive CRM-It is also referred to as a strategic CRM that enables the company to share information with different sales and marketing teams, technical teams and support teams. This helps the company solve customer problems and provides customer feedback easily.

The CRM feature has some advantage: It helps to enhance the knowledge and data of the client.Customer facilities have been strengthened.Helps any job to be automated.The analysis data and reporting of CRM is improved.By having good relationships, CRM helps communicate with the client.Enhance quality of jobs and save money.The information is safe for your customer.