Essay: Management Information Systems What Are Customer Relationship

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Management Information Systems

What are customer relationship management systems? How do they benefit business?

The role of customer relationship management systems (CRM) in businesses is to organize the many sources of data regarding existing and potential new customers so that coordinated, concerted strategies can be created to increase revenues, profits and customer satisfaction. Often these sources of data are stored in databases that are not integrated with each other. One of the vital benefits that CRM systems deliver is integrating all customer-based data into a single view of the customer, a strategy businesses often refer to as becoming "customer centric." In the CRM industry this is also called getting a 360 degree view of the customer.

CRM systems benefit businesses in several key areas of their business strategies. First, the attracting of potential customers to the business is often based on sales lead generation and lead escalation software which forwards sales opportunities to sales offices for follow-up. CRM systems are also critical for marketing strategies as their analytics applications give businesses insights into what potential customers prefer and need. Businesses also use CRM applications for ensuring their customers have a high degree of satisfaction with their products and services. CRM systems are vital for businesses, supporting their strategies to generate revenue profitability while ensuring a high level of customer satisfaction that leads to customer retention over time.

In conclusion the greatest challenge for businesses choosing to integrate customer data together to support their sales, marketing and service strategies in a CRM strategy need to realize that changing how people work is the biggest challenge of all. CRM as the foundation of business strategies must also concentrate on assisting every customer-facing employee with being given the best possible information to make the touch points or moments of truth with customers as productive and valuable to the customers as possible.

The best-performing CRM systems are aligned with giving customers the necessary insights they need to get to their goals quickly. Businesses that attain this level of performance with their customers earn customer loyalty, trust and retention over time.

Unit Two writing assignment: Name and describe the capabilities of a DBMS.

The concept of the Database Management System (DBMS) is to act as a central repository of data that is organized in structured records, accessible through a variety of techniques including through Structured Query Language (SQL). The three components of a DBMS are the data definition language, data dictionary and data manipulation language.

The functions of these three critical components allow DMBS to scale in functionality to meet the needs of businesses. Data definition language is used for defining the specific format and attributes of each data element in the database. As a result, when any database is created it is critical for system analysts to work with those actually using the database to understand and plan for how they will respond to their unique needs specifically at the field level. Second, the data dictionary defines each specific data element and its interrelationships to other data elements in the database. In designing any DBMS this is a critical task as it defines how the data elements will be used for fulfilling database queries from users. The third element is the data manipulation language, which is used for completing queries of the databases and creating customized reports based on the needs and interests of users throughout a business. Taken together these three components form the foundation of any DBMS.

DBMS systems are the basis for many enterprise-class applications including accounting and financial management systems, manufacturing systems including those used for Enterprise Resource Planning (ERP) and also integral to CRM and supply chain systems as well. DMBS structures have become increasingly relational in nature, providing agility and flexibility in responding to the queries users have, often used for constructing reports to measure strategy results. The role of DBMS systems as the foundation of enterprise… [END OF PREVIEW]

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APA Format

Management Information Systems What Are Customer Relationship.  (2008, October 25).  Retrieved August 23, 2019, from

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"Management Information Systems What Are Customer Relationship."  25 October 2008.  Web.  23 August 2019. <>.

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"Management Information Systems What Are Customer Relationship."  October 25, 2008.  Accessed August 23, 2019.