Technological environment is changing and people are adopting new and modernized methods. The conventional paper oriented environment is transforming into paperless environment and people are experiencing a mammoth change in the information industry. In this paper we would discuss the importance of CRM and the major categories of CRM. Besides that online features of federal Express (FEDEX) would also be discussed in this paper. This paper would give describe the effect to web enable services on organizations and how an organization gains competitive advantage through it.
Customer relationship management
Customer relationship management (CRM) is a term of information technological industry and it is directly related with internet capabilities that facilitate an organization to manage the relations with the customers in an organized way (Buttle, 2008). For example an organization might create a database of customers which would give a detailed analysis of customers. This database would help the management in effectively developing relationships with its customers and it would also help the salesperson to approach the customers. The customers on the other hand would be attached with the company and they can have information about newer products and services of the company (Buttle, 2008). CRM also helps the company to save costs and achieve sustainable competitive advantage. CRM is used by many organizations to convert the prospect customer into a customer, but the company must first have to attract the customers. Thanks to Information Technology, CRM software is more than of ten regarded as the latest innovation in this field of business. However it is necessary to understand that several CRM strategies have failed where CRM software was the only tool used in the development of the CRM strategy. Internet has allowed CRM applications to progress rapidly and they can integrate with the internet to achieve competitive advantage.
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