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CustomerRelationshipManagementSystem.pptxCustomer Relationship Management System
Introduction
Core aspects
Key features of customer relationship management system
Application of CRM system
Security concerns
Specific assumptions
Conclusion
Introduction
Customers are the major components of business enterprises. Without them, firms may end up incurring huge losses.
Managing customers have made possible through advanced information technology.
The customer relationship management system, therefore, exists to assist organizations in managing all information or data associated with customers.
Several areas that are mainly focused on by this system consist of sales management, effective delivery of actionable insights, fostering team management, and social media integration (Nyadzayo & Khajehzadeh, 2016).
It is through the customer relationship management system that loyalty between consumers and business enterprises.
Therefore, eliminating this system in business operations is like lowering the return on investment.
Core Aspects
There are different roles that may be associated with the customer relationship management system.
One of them is that it acts as a central location where business enterprises store information relating to customers while keeping track of their interactions.
It also allows customer data to be shared among different departments thus effective decision making towards business growth.
Some studies pinpoint that the customer relationship management system is capable of tracking emails, calls, and meetings held about consumers (Shaw, 2016).
Once such information has been tracked, organizations can stand in the position of ensuring close deals of opportunities while enhancing growth on consumer accounts.
The customer relationship management system is capable of clarifying business opportunities regarding up-selling and cross-selling.
Key Features of Customer Relationship Management System
Content and file-sharing: All team members in the customer service department can upload data for storage while sharing it with co-workers.
Sales forecasting: Customer history on how they interact with business enterprises can be used by sales experts to predict leads. Sales managers may use reports with the intention of motivating their team members (Haislip & Richardson, 2017).
Lead management: Business enterprises use customer relationship management to keep track of customer targets, tasks, and activities.
Email tracking: Emails can be effectively managed in a specific workflow because they are synced by the system.
Communication: The system facilitates real-time message conversation while enabling effective response of cracking issues.
Management of contacts: Information data is always available for retrieval and modification.
Application of CRM System
British Airways is one of the enterprises that is known for travel. According to reports, this company has capabilities of flying more than 145,000 passengers across 200 destinations on a daily basis.
People in different societies wonder the rationale behind British Airways experiencing such customers on a daily basis.
The answer to this cracking issue is that the company has adopted a customer relationship management system to manage existing and potential consumers.
It is through purchasing hotel stays, flights, and holidays that customers benefit from Avios points.
British Airways allows customers to redeem these points for accommodation and travel.
Therefore, the customer relationship management system described as Teradata keeps tracks of customers who have booked while re-engaging such consumers with deals and offers in regards to destination and membership (Shaw, 2016).
Security Concerns
Just like any other company, British Airways was faced with security issues.
As demonstrated earlier, the customer relationship management system is much concerned about processing or executing any information related to customers.
According to the BBC news (2018), British Airways revealed that cybercriminals managed to implicate their actions on the website app.
The results of this incident were very intense because customers’ data was exposed to hackers.
Some of the customer details that were stolen entail credit card information such as CVV codes, email addresses, and names.
Even though British Airways did not demonstrate the cause of the incident, malicious attacks to extract customer information on the website while sensing it to third parties.
Continuation……
Not only does customer information was compromised but also financial data. For instance, it is believed that more than 380,000 transactions.
Some factors may have contributed to security issues which faced customer relationship management system of British Airways.
Security arrangement on aspects such as payment card, log in, and booking tend to be poor
Generally, security concern have negative implications to business enterprises such as British Airways.
Company reputation is lost while the firm is trying all possible to put things into normal.
Due to this reason, British Airways promised to compensate customers who are affected by the incident.
Specific Assumptions
Teradata is one of the computer systems that has assisted British Airways to deal with customer issues effectively.
Therefore, I assume that British Airways rely on this customer relationship management system to make profits.
British Airways uses the system to interact with potential consumers.
The system is used by stakeholders and the entire management to make decisions about company growth and business opportunities.
Furthermore, I assume that cybersecurity attacks have influenced the performance of the customer relationship management system.
Conclusion
As demonstrated earlier, British Airways was affected by cybersecurity issues.
A huge percentage of customers lost their confidential data leading to many complaints.
The exact cause of the cybersecurity incident is not known.
However, I believe that if investigations can be done towards identifying the cause of the problem, then British Airways will not be at risk now and in the future.
Eventually, all security issues associated with the customer relationship management system will be rectified if I leave the investigation to the information technology manager (audience).
References
BBC News (2018). British Airways breach: How did hackers get in? https :// www.bbc.com/news/technology-45446529.
BBC News (2019). British Airways faces record £183m fine for data breach. https:// www.bbc.com/news/business-48905907.
Haislip, J. Z., & Richardson, V. J. (2017). The effect of Customer Relationship Management systems on firm performance. Int. J. Accounting Inf. Systems, 27, 16-29.
Nyadzayo, M. W., & Khajehzadeh, S. (2016). The antecedents of customer loyalty: A moderated mediation model of customer relationship management quality and brand image. Journal of Retailing and Consumer Services, 30, 262-270.
Shaw, S. (2016). Airline marketing and management. Routledge.
