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well as the organisational performance

measures to be used once the program is in place.

For a CRM program to be successful, a culture change is required. There must be a focus on cultivating long-term relationships with customers, aided by the software capabilities found in CRM applications.

Organisations must provide not only the products and services customers want at competitive prices, but also support services and other offerings that add value and create real satisfaction for customers.

Buy in from employees is necessary if CRM is going to be implemented successfully. Employees need to understand how the CRM initiative will affect their jobs before they will buy into the program. Extensive training and communication sessions need to be scheduled to help with upskilling the workforce and also to facilitate the culture shift.

It should be understood that a CRM programme is not a one size fit all model. A measure of customisation is required to accommodate the culture and structure within the organisation. Once the organisation has completed its plan for CRM, they should have a fairly good idea of what they are going to do, and which activities will require automation or technology.

According to Wisner, Tan and Leong (2012:348) a successful CRM program is both simple and complex. It is simple in that it involves training users and treating customer’s right, to make them feel valued. It is complex in that it also means finding affordable ways to identify (potentially millions of) customers and their needs, and then designing customer contact strategies geared toward creating customer satisfaction and loyalty among your segments of customers.

Doing these things right will produce bottom line results.

Recommendation

Parkard needs to implement CRM into their business. This will include drawing up a CRM plan, engaging and training the employees on the CRM systems as well as explain to the employees the need for CRM. The CRM policies and systems need to be updated and upgraded continuously to ensure that the organisation remains on par with the customers’ requirements and expectations.

Conclusion

In order to attract and retain customers every organisation needs to exceed the needs and expectations of customers, this cannot be understated.

Firms must create methods for finding and developing good suppliers, they must also create methods for becoming and staying good suppliers. Customers’ needs must be put first and a culture shift is necessary in make the customer king.