Dr. Yousef El-Ebiary,
Computer Science and Information Technology
Al-Madenah International University
- shah Alam - Malaysia
Yousef.abubaker@mediu.edu.my
Abstract
Dr.y.elebiary@gmail.com
firm’s customers, what kind of products
Every company’s strategy should address how to find and retain the most profitable customers possible. and services they are interested in, how much money they spend in the company.
CRM uses information technology to create a cross-functional enterprise
Key words: Management Information
System, MIS, Information System, IS,
Electronic Enterprise,
Analysis, Business Analysis, web search and books review.
Information
Technology, IT, Business Information
Systems, Electronic Enterprise, CRM,
Customer Relationship Management.
Methodology: Case study, System system that integrates and automates many of the customer-serving processes in sales, marketing, and customer services that interact with a company’s customers. CRM systems also create an
IT framework of Web-enabled software and databases that integrates these processes with the rest of a company’s business operations. CRM systems
Introduction
Today, customers are in charge. It is easier than ever for customers to compare shops and, with a click of the mouse, to switch companies. As a result, customer relationships have become a company’s most valued asset. These relationships are worth more than the company’s products, stores, factories,
Web addresses, and even employees.
Study structure
In order to build a strong relationship with firm’s customers it is important to know information like who are the include a family of software modules that provides the tools that enable a business and its employees to provide fast, convenient, dependable, and consistent service to its customers.
Mostly, CRM systems support three areas: marketing, sales and customer services.

Objectives of CRM systems: Understand the customer, Retain customers through better customer experience, Attract new customer, Win new clients and contracts increase profitably and Decrease customer management costs
Importance of CRM systems: A CRM system consists of a historical view and analysis of all the acquired or to be acquired customers. This helps in reduced searching and correlating customers and to foresee customer needs effectively and increase business.
CRM contains each and every bit of details of a customer, hence it is very easy for track a customer accordingly and can be used to determine which customer can be profitable and which not.
In CRM system, customers are grouped according to different aspects according to the type of business they do or according to physical location and are allocated to different customer managers often called as account managers. This helps in focusing and concentrating on each and every customer separately.
A CRM system is not only used to deal with the existing customers but is also useful in acquiring new customers. The process first starts with identifying a customer and maintaining all the corresponding details into the CRM system which is also called an
‘Opportunity of Business’. The Sales and Field representatives then try getting business out of these customers by sophistically following up with them and converting them into a winning deal. All this is very easily and efficiently done by an integrated CRM system.
The strongest aspect of Customer
Relationship Management is that it is very cost-effective. The advantage of decently implemented CRM system is that there is very less need of paper and manual work which requires lesser staff to manage and lesser resources to deal with. The technologies used in implementing a CRM system are also very cheap and smooth as compared to the traditional way of business.
All the details in CRM system is kept centralized which is available anytime on fingertips. This reduces the process time and increases productivity.
Efficiently dealing with all the customers and providing them what they actually need increases the customer satisfaction. This increases the chance of getting more business which ultimately enhances turnover and profit.
If the customer is satisfied they will always be loyal to you and will remain in business forever resulting in

increasing customer base and ultimately enhancing net growth of business.
CRM Applications: Operational CRM:
Customer facing applications such as tools for sales force automation, call center and customer service support, and marketing automation.
Analytical CRM: It is applications that analyze customer data generated by operational CRM applications to provide information for improving business performance management. Analytical
CRM applications are based on data warehouses that consolidate the data from operational CRM systems and customer touch points for use with online analytical processing (OLAP), data mining, and other data analysis techniques. An important output of analytical CRM is the customer life time value (CLTV). CLTV is based on the relationship between the revenue produced by a specific customer, the expenses incurred in acquiring and servicing that customer, and the expected life of the relationship between the customer and the company.
Conclusion : Customer relationship management (CRM) is a business strategy used to help firms manage their relationships with their customers.
References:
1.
K. Laudon, J. Laudon, “
Management information system, managing the digital firm”, 12 th edition, 2012
2.
J. ward, J. Peppard, “Strategic planning for information systems”, 3 rd
edition
3.
Effy Oz, “Management information systems”, 6 th
edition
4.
Information System Environment,
Dr. Yousef El-Ebiary – 2015.
5.
The difference between business plan and strategic planning, Dr.
Yousef El-Ebiary – 2015.
6.
Michael E. Porter (1985),
Competitive Advantage: Creating and Sustaining Superior
Performance. New York.

7.
Excerpted from Information
Systems Today - Managing in the
Digital World, fourth edition.
Prentice-Hall, 2010.
8.
Excerpted from Management
Information Systems, twelfth edition, Prentice-Hall, 2012.
9.
Archived from the original on 13
September 2012. Retrieved 13
September 2012.
10.
Laudon, Kenneth C.; Laudon,
Jane P. (2009). Management
Information Systems: Managing the Digital Firm (11 ed.).
Prentice Hall/Course Smart. p. 164.
11.
Transaction processing systems
(TPS) collect and record the routine transactions of an organization. Examples of such systems are sales order entry, hotel reservations, payroll, employee record keeping, and shipping.