Discuss ways to improve economic growth Small business Using Customer Relationship Management (CRM)

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1 Discuss ways to improve economic growth Small business Using Customer Relationship Management (CRM) Abouzar Mahdi Nakhaei, Ebrahim Azizi Abstract Undoubtedly, we can say that our customers are the most important asset of most organizations. Customers because they are directly linked to the actions of an organization, a valuable resource for the opportunities, threats and operational questions related to their respective industry. To grow and survive in today's competitive economy, companies and organizations need to communicate with your customer importance and buyers of goods have increased more than ever. Recent trends in business, gaining customer satisfaction at the critical place dedicated to business goals and senior managers as well as its success in achieving the overall goals of the firm, depends on a customer satisfaction. On the other hand you cannot say all customers are equally involved in the company's success. So the key customer satisfaction, will be more sensitive. Efficient management of customer relationships has become a major challenge in business competition. Organizations need information about who the customers are, what their needs and expectations and how to meet their needs, they are. This paper seeks to examine the relationship between customer relationship management Small business 's.in this regard, a strategy for improving business Small business Is shown. Index Terms Small business, Customer Relation Management (CRM). 1 INTRODUCTION P ARADIGM management crosses marketing, on thinking marketing, research and operation marketing predominant is. Today the paradigm at now from hand give database and location own is. Approaches new research marketing at now appearance are. from causes change can to world be more competently, increase emphasis on importance preservation customer economies market economies customer circuit, distance physical time, deregulation, expectations customer and technology information new mention to the at between other trends change path home marketing the strengthening are [1, 2] then from many from companies considering own the two areas like how preservation relations positive with customers how increase loyalty customers and how development value life customer focus they.thus, the strategies recent to side strategies change will. Especially understanding needs customers and presentation services additional as factors determining Success Company known are [3]. Management Relationship with Customer What? The price, product distribution and promotion top strategies traditional marketing about concept four purpose more share market focus was and attention primary they more volume exchanges between seller and buyer was. At the background volume sale criteria performance guidelines and tactics marketing was. But CRM it is a business strategy that goes beyond the aim of increasing the volume increase profitability, revenue and customer satisfaction. To achieve these goals, the organization of a large set of tools, procedures these methods are used to communicate with customers. In the marketing literature about the definition of the CRM provided. Some consider it the same relationship marketing have. For example, some Department of State Managment, Campus of the University of Sistan and Baluchestan, Zahedan, Iran. a.mahdinakhai@chmail.ir Hormozgan Province, Bandar Abbas, Iran. ebrahimazizi@chmail.ir 33 definitions are described: Attract, retain, and strengthen customer relationships [4]. The general process of creating and maintaining profitable customer relationships by delivering superior customer value and satisfaction of his or presented [5]. Customer relationship management is a set of methods that a strong point of view, integrated in a range of business clients, providing the highest level of service to ensure that each customer will get [6]. CRM application is a complex and sophisticated customer data obtained through customer touch points, while feature extraction is the uncover key customer purchase patterns to the prediction of a complex and of the customer view is produced. Today, marketing managers have recognized CRM the focus is on creating long-term relationships and lasting customer value creation for both the customer and the company. CRM It is more than just technology, it actually is a strategic process [7]. CRM engineering processes that require major efforts to open the eyes of the customer, with his participation and feedback received from him. In a product-oriented approach, the goal is to find a customer for the products using mass-marketing efforts. But customer oriented approach, to develop new products and services adapted to customer needs [8]. The organizational implementation of such a technology CRM require a change in organizational culture. although the technology both for the success of both business processes CRM required, but these are the building blocks of relationships with client personnel. Successful implementation CRM requires attention to many aspects of the management and staff, the commitment of senior management of the main reasons for the success of projects CRM. Customer-oriented model requires data sharing across the organization, and this requires a fundamental paradigm shift in the culture of sharing knowledge and information [8]. CRM through business concepts and processes such great emphasis on relationship marketing and customer retention, improved customer relationships through effective

2 management of growth, CRM both emphasized the relationship between marketing and maintaining relationships with existing customers is more efficient than creating a new customer [9].Park and Kim, the content and form of interaction, customer information may be classified into three types: customer information, customer information and customer information [10]. 2 THEORETICAL MODELS OF CUSTOMER RELATIONSHIP Theoretical models of customer relationship division did to three category general: A) CRM operating [11]: at the method all steps relationship customer, from stage marketing and sale until services then from sales and reception feedback from customer to one individual deposit the be course to syntactic vendors and engineers can provide history each one from clientele the without reference to this person access have requirements. From tools and method the CRM operating the power to system power sale mechanized mention that all operations related to management call exchange and management office sale the on responsibility is. The operational CRM typically involves three general areas of business operations, automating the sales, support and customer service, and marketing automation is operational. Marketing provides information about competitors, market trends and macro-environmental variables. Part of the process of selling and sales management sales management companies to automate. The following sections collect information about buying habits, tastes and demographics friendly and efficient staff, customers, and sales deals. Some services, such as automated customer service agent for information, complaints, etc. product return s. B ) CRM Analytical [12]: In CRM Analytical tools and methods used to obtain information from CRM Operational analysis and the results it provides for business performance management. Indeed CRM Operational and analytic in a twoway interaction, the operational part of the data is analyzed, then analyze the data, the results will have a direct impact on operations. To help with this analysis, classification, and allows clients to focus on a specific part of the organization is to provide our customers. C) CRM Interactive [13]: In this connection, the client can communicate with the easiest way possible, telephone, mobile, fax, internet and other methods for their intended uses. An interactive method of choice for the customer and most of the process (from data collection to processing and customer references), in the least possible time to charge it, the connection with the client and referring to. [14]. 3 IMPLEMENTATION PROCESS CRM Customer relationship management is the process of achieving your goals is discussed from different perspectives. One of the theories of the life cycle model CRM It is composed of three stages of Kalakvta attract, promote and maintain the relationship between the firm and its clients every step of understanding and support. This theory states that every point on the different ways to 34 communicate with customers so that strategies and focus on the impact of each step is different which is shown below: [15] TABLE 1 STEPS CRM ORGANIZATIONAL STRATEGIES ARE CONSIDERED AND ITS CORRESPONDING Stage Proceedings Focus tion Ab- guish Promotion and Mainte nance Promoting the goods and services leadership Clients to maintain their life (according to a desire to focus on customer service) Atten- Business sorp- tion Distin- Strategy And Innovation Isolation Reduce costs - Improve the profitability of existing customers Maintain Adaptation customer service The consumer - new product Other theories about the processes CRM Swift model is.based on this model process cycle Swift steps are as follows: 1- Knowledge discovery: characteristic analysis and investment strategies with the customer identification, customer segmentation, forecasting agencies are. 2- Interaction with customers: performance and customer relationship management products and provide the relevant information at the right time, using a range of interaction channels. 3- Planning Market Definition and distribution of the products that are offered to specific customers and developing strategic communications plans and programs. 4- Purification and analysis with the aim of attracting customers through analysis of the relationships that organizations have gained from their interactive pathways. [16] 4 HOW DO SMALL BUSINESS CRM BENEFIT - Improve the customer's perspective - Lower costs - Better support decision - Ability to track customers individually - Increase Profitability - Increase acquisition - Increase customer satisfaction and organization - Improve team collaboration - Improving product development and to respond - Simplify marketing and sales processes - Improve sales and streamline existing processes - Form a personal relationship with our customers and understanding customers' tastes What in the implementation of CRM Should be avoided

3 1- Wrong about what your business does not work : If you have a problem with a business that needs to be resolved in the process or strategy, there is a list of these problems, the first step towards a successful implementation CRM next, you need to define and implement process changes, before getting started with CRM. 2- Implementing a technology solution before defining a strategy CRM Method, and team involvement: CRM It is often defined as a technology that a large part of the CRM Leaves are described.crm In fact, it is a discipline that involves people, processes, technology, business and customer strategies. Remember what CRM Abbreviation: Customer Relationship Management. Planned according to the facts before jumping to implementation Technology. 3- Lack of consideration of important areas for successful implementation CRM As: Strategy definition: Define the project goals, objectives and key strategies should be linked and shared. Governance: Governance Steering Group and changes direction, alignment of both business and IT perspective. User adoption: user wins and strengthen management. Process: The process is well-defined business. Technology: Design and configuration interfaces. 5 WHAT PRE-EMPLOYMENT CRM SHOULD BE CONSIDERED IBarton Goldenberg, an expert with experience in the industry, the success of the 10 factors outlined: - The functions that you want to automatically - Automatically Auto is just what you need - High level of support and commitment to the company - Use technology wisely - The users of the system construction - Create a prototype system - Train users of technology - Encourage and motivate staff to use it. - Manage the system from within. 6 THE ROLE OF ELECTRONIC CUSTOMER RELATIONSHIP MANAGEMENT (ECRM) The emergence of e-commerce has led to significant changes in many aspects of the business including the creation of new companies with new business models, business opportunities and new methods of processing business was such that an alternative method of communication in e-commerce the areas of sales, marketing and customer support has been. This could change a new type of competitive advantage for customer relationship management (especially with the use of networked systems such as internet, intranet and extranet) to provide. To do this, organizations must analyze, tracking and management of e-business models to develop appropriate monitoring customers' performance. On the other hand, today's complex and dynamic competitive market, managers required to make every effort to attract potential customers and keep existing customers to apply. Customer and market needs and create harmony between this is a suitable solution for both. 35 Research has been done numerous models have been proposed for this purpose. Out of this, many customer relationship management research has led to acceptable results. It also obviates the problem is much improved communication channels. Combining these two components, electronic customer relationship management (ecrm) as the revolution in industry and business, put forward by researchers and managers. It is obvious that such electronic customer relationship management and infrastructure requirements for each alternative model in order to highlight its capabilities. Thus, the ability to assess the accuracy of electronic customer relationship management can also help to overcome the deficiencies and shortcomings in this field, new perspectives will be facing managers. Accordingly, the investigation forward, while a broad review of the literature, due to its capability of using the balanced scorecard in assessing the performance of electronic customer relationship management performance is measured using. However, a central issue for electronic customer relationship management customer management and marketing science is important, but the nature of it yet, has not been accepted by theorists. The idea Zablah et al (2004) the views from different directions, as a process, strategy, philosophy, ability or technological tool is discussed [17]. From another perspective, Kellen (2002) Customer Relationship Management as "a business strategy for long-term competitive advantage through optimizing quality and delivery time to the customer and extract business value" is stated. In other words, a win-win strategy, corporate customers and what they want from each other through the powerful bond together to gain [18]. Also, from the viewpoint of concept evaluation, in recent years, due to changes in customer relationship management transfer and adoption of new technologies, has undergone many changes. If, Bull (2003) It is shown that, as long as the customer relationship management as a business process management based on effective communication, bearing in mind that one of the important indicators to evaluate the technological orientation is considered [19]. Similarly, the Chen and Popovich (2003), integrated view of customer relationship management as a combination of three elements: people, process, and technology to describe [20]. In simple words, the main objective of electronic customer relationship management can better understand the values and behavior with customers to increase their loyalty and therefore profitability, he said. In other words, companies should instead rely on the traditional model of "trying to sell more" to "rebuild the relationship between companies and customers," rely. [21, 22] There are many such studies have indicated that technological advancements that have occurred during recent years, had a significant impact on an organization's business processes and outputs. Among the technological advances, the Internet may be the most important territory that has influenced the world of customer relationship management. The achievement of its interactive nature, provided an excellent platform for the management of quality through continuous communication with our clients achieve. High speed, cost effective, permanent access, data transmission and efficiency in the integrated and discrete nature, the main driving force and motivation for us-

4 ing these categories (Internet) to improve customer relationship management are. [23, 24] In addition, having the unique opportunity to communicate with stakeholders (Raginsand Greco) Tension technology as an effective force to attract customers, and access to technical infrastructure for data mining and warehousing [22].Another key feature of the Internet for communication with the management, as Winer (2001) Is expressed, it is clear that the extraordinary force in the web environment for better relationship with customers (compared to the world Offline) provides. All this was the development of a new kind of customer relationship management, customer relationship management and electronic [25]. However, the Internet is promising for the implementation of such areas provides customer relationship management, customer relationship management, but success only through a program of regular and appropriate electronic environment, is achieved. Therefore, evaluation of electronic customer relationship management activities, and to determine the influence of the Internet Exchange Program of the communication channel customer relationship management, is very important. In this study, we tried to work with the performance evaluation of Electronic Customer Relationship Management (which has been proved effective and efficient in previous studies) to be paid to this issue. 7 CONCLUSION Customer Relationship Management is an integrated system for planning, scheduling and control activities before and after the sales organization and its goal is to obtain and maintain long-term customer and the value of the formidable Building firms and companies to interact with customers through a variety of tools such as web, phone, fax, ...receiving services. Applications CRM Can support the entire customeroriented processes in organizations, in as much as a level of marketing, sales and customer service needs.in order to maintain competitiveness in the market today, all organizations seeking to develop, maintain stability, accuracy and timely collection of customer, product, and service during the term of marketing and sales, service, support and product development units. CRM Part of the strategy of an organization to identify customers, keep them happy and make it to be a repeat customer.also in line with the company's customer relationship management in order to maximize the value of every customer, the company helps. The main task CRM Facilitate communication with the customer (if the customer prefers) without restrictions on time, place and nationality is a consumer feels that way, and he knows that is a unique organization in touch with the needs and quickly The easiest way is associated with elevated. CRM Merely a marketing strategy that aims to boost the profitability of trades that actually enhance the cross is not limited to, but try to be unique and integrated view of the customer with a solution of customer-orientation to the increase customer satisfaction and increase profits in the long term.how to improve the customer relationship management, resulting in increased productivity, customer satisfaction and 36 better performance than its competitors. However, companies should look to CRM As a solution to cope with competitive pressures to avoid.such as customer relationship management plan, which should be regarded as an organizational strategy. Reviewing the literature, concepts and principles of customer relationship management can be a successful strategy for the implementation of the following policy recommendations CRM Presented: - Given that customers, employees, leadership, organizational culture, strategy and structure of the main factors needed to implement CRM In order to implement a strategy CRM Effectively competitive markets, companies need the model presented in the paper with an expert team of technical and business skills that will lead to the establishment of high standards of customer service, to form. - Developing a comprehensive strategic plan for implementation of the project started and completed on time CRM Is necessary.this prevents the project team and sidelining the following coordinate system and avoid incurring additional costs will be. - Strategic and tactical mistakes to avoid (individual or process) is necessary at all stages of implementation and surveillance of the performance and development of team members to be implemented. - Implementation of model components CRM (Intellectual, social, and information technology) can identify the weaknesses in each component, enhancing it to provide. - The foundation of any strategy, and information technology. Therefore, organizations must ensure that the appropriate information for effective planning and decisions are the right people at the right time. To do so, organizations can establish a standard for customer satisfaction. - Various units in the organization to implement the optimal strategy CRM Have close interaction with. - Organizational structure, culture, human factors and implementation strategies can CRM Are affected.of people and their motivations, skills and support needed to provide a sustainable competitive advantage. Organizational culture includes shared values, behavioral norms, and symbols and symbolic activities must be consistent with the organizational structure and human factors. - Implementation Strategy CRM The organization benefits such as reduced administrative costs, increased effectiveness in traditional markets and electronic marketing campaigns, enhance customer responsiveness and increase product offerings to customers on time is. 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