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Session 1135

A Study of Mainstream Features of CRM System And Evaluation Criteria

Melissa C. Lin Information Technology Specialist U.S. Department of Agriculture

Abstract

This paper will discuss an overview of Customer Relationship Management (CRM) systems, mainstream CRM features and functionalities, CRM evaluation criteria and vendors selection. It will also include selecting a piece of enterprise application software, resolving a conflict of vendor solution and client’s requirements. The paper provides the study of the CRM features and evaluation criteria is based on a small to medium manufacturing company. A comparison table was prepared for helping the company to select an appropriate vendor.

I. Introduction

As companies face increasing competition, wider customer choice, and the challenges of doing e-Business in the 21st century, many have chosen to implement multi-year CRM solutions in response to their strategic imperative, and to improve the sales and marketing effectiveness/efficiency. A Customer Relationship Management (CRM) system is a software system designed to empower a company to maximize profits by reducing costs and increasing revenue; to increase competitive advantage by streamlining operations; and to achieve business goals. Most companies have been collecting information about their customers and trying to use this information to better understand and predict what customers might want next. Therefore, CRM is both information-based and technology- based, and is about building customer loyalty by putting customers at the center of what a company does. CRM also applies to how customers experience a company, not just how a company looks at its customers.

Many companies use CRM both as strategy and as software solutions to increase revenue through effective sales, marketing, and customer service by accessing customer information quickly and accurately. Using a set of customized software tools built around a CRM suite, the company can respond to its current business conditions and access

Proceedings of the 2003 American Society for Engineering Education Annual Conference & Exposition Copyright 2003, American Society for Engineering Education

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Lin, M. (2003, June), A Study Of Mainstream Features Of Crm System And Evaluation Criteria Paper presented at 2003 Annual Conference, Nashville, Tennessee. 10.18260/1-2--11453