Customer Relations Management Systems (Essay Sample)

A Customer Relationship Management System
Name:
Institutional Affiliation:
Formulation of a Brief Description of each of the Key Sections of the CRM Plan and Timeline


Customer relationship management systems are important for both marketing and customer service. CRM provides information to manage the entire business processes that deal with customers in marketing, sales, and services so as to enhance revenue, customer satisfaction, and customer loyalty. CRM key sections are used in managing organizational collaboration with their customers by using latest technology to manage, organize and automate business transaction in marketing, customer management, and in-house technical support (Lim, 2006). Therefore, Shake Shack’s main purpose of implementing CRM systems is to have an improvement in the sales force and productivity, reduce sales costs, better the customer service, enhance accurate information, and understand the customers’ needs using the data from the system. CRM system investment provides reliable solutions that allow Shake Shack to operate more efficiently.
Phase 1: Development of the CRM Strategy
First of all, the CRM strategy development begins with a situation analysis. This analysis is used to understand, describe and appraise Shake Shack’s current customer strategy. It will help Shake Shack to have an organizing framework that can guide them on their analysis. So when developing the CRM strategy it is essential to sort all the functional parts of Shake Shack that links the customer and their visions to develop the business processes that will be used to accomplish business goals.
The main purpose of this project is to develop an innovative and a new idea for Shake Shack’s services such as creating system for online ordering of food and delivery through the website as well as applications that enable consumers to place orders. The new system will solve the current concerns for those who find it inconvenient to go to a long way to eat Shake Shack in Dalma Mall and do not know what does Shake Shack exactly offers. In addition, this will improve the services which would be expanded in Abu Dhabi to reach target customers and satisfy them. Furthermore, the ordering online system is going to deliver customer an easy and user friendly menu listed in the site and regularly updated. There are various choices of payment methods and delivery in the system. This is always on time after the order is placed. This will allowed us to save customer orders and get more repeated business (Iraz, 2006).
In addition, Shake Shack manager is responsible for developing and implementing a valuable and energetic work environment, committed to the best at a reasonable speed. The manager ensures that all the company’s policies are well implemented and maintained in line with the procedures, customer service, marketing, human resource, handling of cash, administration, safety and health and training of the entire staff.
The next most important objective is to utilize the concept of Shake Shack system is to gain more customers also attract them and make communicate better and effectively between Shake Shack and customers.
Project Objectives
The new system of Shake Shack will offer several services that will allow clients to register online, request orders from the menu listed on ordering online and the orders will be saved in their shopping cart. When one is done, he or she will check out. Our benefits from the new system are: To reduce the number of customers who are on the waiting list, offer customers a high level of satisfaction, save the time and efforts by increasing the quality of work and provide a user friendly database for the customer to be used to enter data.
Phase 2: Build the CRM project foundations
Quality is among the company’s objectives thus, the organization is planning to focus on various types of services that are essential or rather, that would enable it to attain its vision. First and foremost, the firm identifies its stakeholders who include all the parties that would be influenced with the transformations that are underway. Stakeholders comprise of customers, the senior management users of the current system, the salespeople, the marketing team and Information Technology specialists.
In order to complete the company’s mission, the organization identifies and arranges a team of stakeholders; those people who are interested in the project. After a team is assembled, the main task is to confirm and check the project’s feasibility. If the project is confirmed feasible, then the company contacts a website development organization that would assist in designing Shake Shack web. The website to be designed should be user friendly so as to enable the users to choose among the displayed varieties.
The core aim of Shake Shack’s project is to create a new concept in the company that would add value or rather advance the current situation as well expanding the services that are being offered in the firm (Chien, 2006).
Project Risks & Assumptions
There are a number of assumptions in Shake Shack’ project. They are as follows:
Many individuals are involved in the process of decision-making
Low quality and absence of members
Unpreparedness before the project begins
Lack of awareness about the project’s scope and time line
Lack of major requirements
An exceed in the budget
Phase 3: Specify the needs and select partners
After developing the foundations of the CRM project, selection of partners and specification of needs are the major aspects covered under this phase. General implementation of this project is likely to place some demands on the management skills. Thus, the project’s plan is a map that gives the company direction of where it wants to be in future, considering its goals, objectives and visions.
Afterwards, the project proposal is assessed and partners are selected. This is done by a special team appointed for this purpose. In addition, proposals that are made by technology vendors sometimes identify opportunities that would improve the performance of CRM (Chalmeta, 2006).
To create an operational system for Shake Shack we will be need the tools shown below:
Business NeedsSoftware needs: Develop a website that can provide key information of usersHardware needsWebsite design to assist clients to get direct help from the organizationIntegration of the social mediaIncrease general profits through gaining mire customers

Phase 4: Implementation of the project
At this point, the CRM have already developed a strategy, built the project foundations and specified their needs and partners. Under this phase, there is full implementation of what is planned. This can be a risky task since implementation of a software changes variety of things such as the work habits, what people need to learn, how individuals interact and the persons who control information amongst other things. The company is undertaking or rather implementing this project since it believes that this is a chance to transform for the better. Therefore, the entire system will only be successful if it is fully acceptable by the clients or users. This will ensure that the changes in management strategies, as described in the project are successful in the long run.
The table below provides a simple view of the progress through an implementation:
DesignDevelopImplementEvaluate
Formation of the project team
prepare the production environmentTraining of usersSupporting the implementation processTrain the team membersDevelop and test data migrationFinalize general configurationReview of the projectDefinition of projectConfiguration and customizationFinal migration of dataPlanning of the next phaseProject planModel office reviewInstallation of the work stationAnalysis of the business process“Go Live”
Prototype design, test, modify and roll-out:
Shake Shack company is doing its best to meet all the requirements of clients so as to provide better customer service and customization. The general output of the customization process is a prototype that can basically be tested by various users on a duplicated set. The organization’s new system will undergo serious testing and the end users wi