Customer Relationship Management Assignment

Three analysis tools in Customer Relationship Management

CRM software comes in a variety of classifications, each focusing on a distinct set of important functions for managing client relationships. Many platforms include components of multiple types of CRM, blurring the distinctions. The most common tools, on the other hand, can be classified into three groups.

• Operational
• Analytical
• Strategic

By all means, each of these CRM systems has some features in common. Nevertheless, when it comes to commercial operations, each serves and supports certain specific functions. The primary goal of any CRM program is to enable a company to better understand its customers' needs and conduct business in order to provide better service. To aid in the retention of existing clients and the capture of new possibilities.

OPERATIONAL

The main purpose of this technology is to automate numerous company operations such as sales, marketing, and customer support. It's also used to create leads, turn them into customers, keep track of their information, and service them along the process. This CRM acts as a problem solver in the business where with a lot of customer community. Operational CRM automates company interactions such as sales automation, marketing automation, and administration automation. It pushes businesses to automate their sales processes. The main purpose for dealing with robotization is to establish a standard inside the company.

Pros: Businesses who want to get more out of their customer data while streamlining procedures for their staff. Furthermore, businesses that wish to get a high perspective of the full customer lifecycle and figure out how to improve corporate procedures across customer-facing divisions.

Cons: Requires correct set-up. Using this CRM may be tiresome or difficult if it is not correctly set up from the start. This might result in a loss of time or a decrease in staff use.

ANALYTICAL

This sort of tool is the most data-focused out of the three. The primary goal of this system is to organize and analyze data. As a result, data linked to the business process will be gathered, organized, and analyzed by an analytical CRM. Marketing, sales, service, and customer data are generally included. Analytical CRM aids senior management in determining the best method to service customers through marketing, sales, and support. The most basic capability of this type of CRM program is data analysis. Gather data from numerous sources for the client and analyze it in a creative way.

Pros: Helps companies that has huge amount of customer data information to use it productively and effectively.

Cons: Burdensome data entries might cause confusion. It's possible that you'll have to manually catalog a lot of information. Over the course of a week, month, quarter, and year, this may quickly pile up, resulting in less time spent actively selling.

STRATEGIC

Strategic CRM is a sort of CRM in which the company prioritizes its customers. It gathers, categorizes, and utilizes data about consumers and market trends in order to provide a superior value offer for the client. These firms are aware of client purchasing habits, and they realize that satisfied consumers buy more frequently than other consumers. If a company does not consider this sort of CRM, it runs the danger of losing market share to companies who specialize in strategic CRM.

Pros: A well-designed dashboard streamlines sales processes. A good set up will substantially boost your selling, just as a bad set up would.

Cons: Focused on the wrong customer. Many CRMs are more concerned with the demands of sales managers than with assisting sales people in closing deals. Because the sales agent is on the front lines aggressively attempting to sell and meet quota, this manner of framing is backwards from how it should be.

Jet Blue Airline

Utah entrepreneur David Neeleman founded JetBlue Airways Corporation in 1999. Jet Blue was founded with a large sum of money, brand new planes, and highly qualified staff in critical positions. Customers flocked to it to avoid the main airlines' high costs and numerous delays, and it flourished quickly. JetBlue is a low-cost airline based in the United States that is noted not just for its inexpensive fares but also for its friendly and helpful customer service, having won many JD Power customer service awards.

At a press announcement in mid-July 1999, "New Air" was given a new name: JetBlue Airways. Neeleman's brave rallying cry was, "We're going to put humanity back to air travel." As if that wasn't enough, JetBlue planned to undercut the fares of competing airlines by an average of 65 percent.

CUSTOMER ENGAGEMENT AT JETBLUE JetBlue is a USA-based airline founded by David Neeleman in 1999. The company employs 17 individuals in its social media department, has a Twitter feed with 1.8 million followers and a Facebook page with more than 880,000 likes. Moreover, they have 200,000 potential passengers signed up for their cheap deals feed. JetBlue uses these mechanisms to communicate with and respond to customer issues more than to advertise. One time, a disgruntled flight attendant exited a parked JetBlue flight via the emergency slide causing a public relations issue for the company. To relieve the situation, the company made light of the episode in a blog. The first customer comment on the blog read, I love you JetBlue. That customer is engaged. When snowstorms led to flight cancellations in 2014 JetBlue announced in its blog Blue Tales that We will reach out to customers directly via provided contact information to assist in re-accommodating them on new flights. Weve also established a compensation plan to address the inconveniences our customers faced. The plan addresses those customers who experienced multiple cancellations, and offers TrueBlue points, credit toward a future JetBlue flight, and/or monetary reimbursement based on the level of impact. Passengers posted comments to the blog, and JetBlue responded individually to each comment whether the comments were favorable or unfavorable.

CUSTOMER SERVICE AT JETBLUE JetBlue is a US low-cost airline known not only for its prices, but for friendly and helpful customer service, winning multiple JD Power customer service awards. It created its first Twitter account in 2007. Initially, like so many new technology users, the company felt that Twitter would be a sales promotion channel. Indeed, JetBlue has been imaginative in building its following and promoting ticket sales over the new channel. As its competence grew, JetBlue was able to use Twitter for real-time customer service. One story is about a customer whod tweeted that he had left sunglasses at one of the stages before boarding. The head office team monitoring the Twitterfeed arranged for them to be found and returned to the passenger prior to boarding the aircraft. JetBlues active engagement with customers over Twitter has improved its ability to feel the experience as a customer does and make necessary improvements quickly.

Questions: (has to be non-plagiarized)

1. Using the three CRM tools: Do a "Strategic, Operational, Analytical" analysis on the JetBlue Airline Company.

2. Conclusion: Conclude by comparing JetBlue Airline company to different companies within the same industry.