Crm Strategy for Blue Star Company

Part 2 CRM strategy for Blue Star Company

CRM refers to the management of present customers, potential clients and future sales goal. It uses various methods and tools to organize, manage and coordinate business steps, especially the sales activities, marketing and technical support. Anyway, the purpose of CRM is to seek, attract and retain customers. In addition, CRM can cultivates customer loyalty and reduce marketing and service cost. In the daily management of customers, companies would set up special departments for customer development. Those departments are responsible for valuing and measuring customer relationships. Being awarding the importance and benefits of CRM, all organizations and companies would put CRM at the primary position (Kumar, 2010). By analyzing and comparing the statistics in the dataset, some shortcomings and disadvantages of Blue Star Company have been found. The general CRM performance of Blue Star Company just ranks in a middle level, some parts even gets a lower score. For instance, score of performance of the information and technology is only 19, which is a quite lower level. In addition, some maps about the shifitng of attribution, customer satisfaction, cost to serve, acquisition and share of wallet have been provided in the slides of PPT. Customer satisfaction is in a relative stead level. While the rest items shifts differently, especially the share of wallet and the cost to serve. To improve the CRM performance of this company, some strategies on CRM have been provided for the references of managers and leaders of Blue Star Company.

Primarily, analysis and planning should be worked out carefully and scientifically. Many big enterprises would spend huge energy and effort on a comprehensive and detailed planning. This can guarantee the cost, resources and support to define benefits, assess risks and quantify costs. Scores of analysis and planning of this company is about 46. This is not a positive figure if Blue Star Company wants to become more powerful and stronger. It needs to think more in adjusting and developing its analysis and planning section. By learning from companies with high scores, this company may improve its performance in analysis and planning. In this process, some factors should be taken into consideration, like the goal of the company, the present resources and strategy of competitors. When works out the analysis and planning, any company should convince its employees of the benefits brought by the planning. Senior management should be strong and capable for statement and support of the going of the analysis and planning (Francis, 2008). Analysis and planning comes before proposition, and the third step is the customer life cycle. In Customer Management Activity, the customer lifecycle deserves attention. After developing customer, managing, winback, targeting and enquiry management are the major procedure.

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