BUSG ch 14 assignment

Managing Customer Relationships
Name
Institution
Managing Customer Relationships
Customer relationships is an essential issue that small businesses practice in their quest for profitability. Maintaining good relationships with current customers is critical since acquiring new customers is costly and the satisfied clients can market one’s business thereby expanding the firm’s customer base. As identified by a survey of entrepreneurs, small-sized enterprises are in a position to respond to customers complaints faster as compared to large companies. Additionally, small firms can use technology to support customer relationship management. Programs such as Microsoft Access and Spreadsheet enable companies to use customers’ data to analyze its activities that will guide in customer care and marketing. Many companies have embraced the use of customer self-service systems and web-based programs which significantly reduce the cost of satisfying customers’ needs (Darren, 2010). However, customers’ privacy should be maintained while using such data. According to Salesforce website, connection of mobile devices, social and analytic technologies can create a big amount of data that can serve as customers’ digital footprints (Salesforce, 2018).
Establishment of customer relationship management technology can be of great assistance in building customer relations. While setting up a small business, I would use a computer and mobile technology to track customers’ behaviors and concerns as it will help in the marketing of products and services.

Creating of call centers and recording of customer interactions will assist in the gathering of information necessary for the development of promotional and advertising strategies (Xu & Walton, 2005). The internet plays a vital role in ensuring that the organization is having frequent contact with the customer. Its interactive nature will make the company monitor the market patterns and create a quick avenue for the flow of information, therefore, assisting the company in achieving its goals.
References
Darren Dahl. (2010) .What seems to be the problem? Self Service gets a tune up. Inc., Vol.30, No.2, 43-44.
Salesforce. (2018) .Best Practices for Using Technology to Build Customer Connections. Salesforce.com, Inc. Retrieved from https://www.salesforce.com/blog/2014/09/best-practices-for-using-technology-to-build-customer-connections.htmlXu, Mark, and John Walton. (2005) .Gaining customer knowledge through analytical CRM. Industrial management & data systems, 105.7.955-971.