AN OVERVIEW FOR CUSTOMER RELATIONSHIP MANAGEMENT: EVALUATION FOR THE SERVICE INDUSTRY IN TERMS OF BUSINESS STRATEGY

Abstract

Purpose- The purpose of this research is to define new cross-departmental processes for business which assign them to apply the four steps in the CRM cycle: plan, relation, process, leverage and then plan a new structure. From this point, this research includes the topic which has been preceded for a CRM solution. This study also involves a research management steps due to business application in service industry. In addition, the research comprises requirement analysis which depends on the business objectives-requirements for the service sector. Methodology- During the research, the business and software development processes of the study were applied. After the business research development, architecture of requirements of software and UML (Unified Modeling Language) Structure of the service industry, big data were prepared and warehoused-stored for the next research and development for this area. Findings- Finding methods and components of use cases and foundation of UML structures are fundamentals of the study during the research. This study classifies one of the hundreds of use cases as an instance and UML diagrams that define the work-flow of a specific point of business for the service industry. Conclusion- Customers in Retail Industry were developed more price sensitive, less brand loyal and more sophisticated. To provide guest loyalty, retailers in business tried to improve CRM strategies which purposes to seek, collect, store and separate guest information throughout the entire organization for creating personalized, unique visitors’ experiences. Software solutions and new technologies could facilitate the new ways of working required by a CRM invention would not, in itself, deliver increased customer satisfaction.