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Sample Coursework Paper on Customer Relationship Management (CRM)

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Sample Coursework Paper on Customer Relationship Management (CRM)

CRM is crucial to the success of any business, and it involves influencing customer’s loyalty and retention by building trust and integrity (Knauss, 2010). It is about creating personal and emotional linkages, which make it easy for organizations to identify the customer’s actual needs and devise strategic ways to serve and satisfy the needs in a better way. By enhancing customer satisfaction and retention, and ensuring a good corporate image, the marketplace will continue to expand. Strategic CRM enables the business to recognize its clients’ value and capitalize on improving customer relations that are good for long-term sustainability of the organization (Raab, Goddard, Ajami & Gargeya, 2012). The company will also be able to increase the value from its existing clients and reduce the costs related to supporting and servicing them, thus improving the overall efficiency of the organization. Strategic CRM can also enable an organization to focus on the most profitable clients and deal with those that are unprofitable in the most cost-effective way (Khodakarami & Chan, 2014).

CRM Business Ethics in Creating Customer Satisfaction and Greater Profits

CRM business ethics is important in creating the desired loyal relationship between the organization and the customers. Business ethics ensures that clients are treated with respect and lawfully through best practices laid by the organization. Customer loyalty translates to their retention, and all these are founded on trust (Knauss, 2010). In building and maintaining trust, the companies have the obligation to establish clear internal ethical principles that must be followed to the latter. It may involve practices like mandatory annual and refresher courses in ethics and relevant laws for the employees, as well as company-wide code of conduct for the employees, directors, vendors, and suppliers (Knauss, 2010). When these people know that the organization thrives by a principled code of conduct, they begin to build a business relationship and trust. Additionally, the business must be run as transparently as possible, where every customer, whether big or small, gets a fair chance to win more businesses, and make greater profits (Raab, Goddard, Ajami & Gargeya, 2012).






















Khodakarami, F., & Chan, Y. E. (2014). Exploring the role of customer relationship management (CRM) systems in customer knowledge creation. Information & Management51(1), 27-42.

Knauss, D. (2010). The Role of Business Ethics in Relationships with Customers. 

Raab, G., Goddard, M. G. J., Ajami, R. A., & Gargeya, V. B. (2012). Customer relationship management: A global perspective. Gower Publishing, Ltd.

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