Customer Relationship Management

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3.2 POLICY AND PROCEDURES

Customer data can be captured at many points, mostly where a contact is made with the customer such as at the point-of-sale, customer service interaction, and inquiries. Many companies are using frequency programs to capture accurate customer data. One example is the use of credit and loyalty cards that enables capturing of detailed data about what and how often the customers buy. Typically, customer data has been stored in marketing databases of a company. However, when the customer interacts with various units in a company, such as customer service, technical support, and shipping, any data resulting from that interaction need the policies, procedures and guidelines from the company itself. Marketing strategies and programs change rapidly, and to get the most out of relationship marketing, the customer data has to be current. Accurate, complete, and relevant customer data is the core of CRM. CRM MYDIN policies was stand from its crm core values where they believe policies can affect the hardware, software, access, people, connections, networks, telecommunications, enforcement, and so on. MYDIN have two procedures where the employees need to follow which are Standard of Procedures (SOP) and Standard of Guidelines (SOG).[pic 12]

Figure 2: MYDIN CRM core values

3.2.2 Policy

A data quality management program by MYDIN involve the determination of a data policy, the identification of techniques, and the use of procedures designed to ensure that organizational data resource possesses a level of quality commensurate with the various current and potential uses of the data. Thus, within the context of CRM, management should develop a data policy that is compatible with the other policies define quality objectives, such as performance, costs and losses regarding data creation and consumption, and establish a data quality system, including the organizational structure, responsibilities, procedures and resources for implementing data quality management in CRM. Such a policy should apply to all phases of data production, from initial identification to final satisfaction of requirements. The policy proposed here identifies roles of data quality management that supports specific CRM goals. There are 4 policies of MYDIN that follow their CRM core values are which show in Figure 1:

- Commit to MYDIN our goals and future

- Old-fashioned service delivering our values

- Respect our relationship

- Engage by doing the very best job

3.2.3 Procedures

A procedure is a particular way of accomplishing something. It should be designed as a series of steps to be followed as a consistent and repetitive approach or cycle to accomplish an end result. Once complete, it will have a set of established methods for conducting the business of the organization, which will come in handy for training, process auditing, process improvement or compliance initiatives. MYDIN have two Standard that need to stand for which are:

- Standard of Procedure (SOP)

Standard of Procedures (SOP) are detailed step by step instructions to achieve a given goal or mandate. They are typically intended for internal departments and should adhere to strict change control processes. Procedures can be developed as you go. If this is the route the organization chooses to take it’s necessary to have comprehensive and consistent documentation of the procedures that MYDIN are developing. Since MYDIN have 145 outlets in Malaysia, SOP are very important to be reliable, complete and accurate. In CRM SOP, MYDIN need to have properly meeting to all outlet, briefing, communicate through many medium and other SOP of CRM that need to be standardised. Other SOP of MYDIN are:

- Often act as the “cookbook” for staff to consult to accomplish a repeatable process.

- Detailed enough and yet not too difficult that only a small group (or a single person) will understand.

- Installing operating systems, performing a system backup, granting access rights to a system and setting up new user accounts are all example of procedures.

- Standard of Guidelines (SOG)

Standard of Guidelines (SOG) are recommendations to users when specific standards do not apply. Guidelines are designed to streamline certain processes according to what the best practices are. Guidelines, by nature, should open to interpretation and do not need to be followed to the letter. As we know management need to centralize and standardised their operation and activities to achieve the objectives and goals of the organization. MYDIN have the SOG for the company to operate in the same motives and directions. The Guidelines have provide the basic and how to implement the training and development, CRM operation, data analysis and others. Another meaning by the SOG are:

- Are more general and provide specific rules.

- Provide flexibility for unforeseen circumstances.

- Should not be confused with formal policy statements.

3.3 SYSTEM / TECHNOLOGY / SOFTWARE

CRM software and technology consolidates customer information and documents into a single CRM database so business users can more easily access and manage it. The other main functions of this software include recording various customer interactions which over email, phone calls, social media or other channels, depending on system capabilities. It was automating various workflow processes such as tasks, calendars and alerts, and giving managers the ability to track performance and productivity based on information logged within the system. There are four types of CRM software system that company can use.

CRM software system:

- Marketing automation: CRM tools with marketing automation capabilities can automate repetitive tasks to enhance marketing efforts to customers at different points in the lifecycle. For example, as sales prospects come into the system, the system might automatically send those marketing materials, typically via email or social media, with the goal of turning a sales lead into a full-fledged customer. This can be done by MYDIN loyalty programme which is card Meriah. By having a card “Meriah” customer purchasing behaviour will be monitor by the system, then the system