Assignment 2: part1: Role of integrated system

Fatima Alhayki
201000366
Class 5

Fatima Alhayki

201000366

Class 5

Table of Contents
Introduction3
Software3
Customer Relationship Management Software Benefits.....3
Customer Relationship Management Software Challenges....4
Compititores..................................................................................................................4
Mobile Applications....4
IdeaScale benefits.5
Ideascale Challenges5
Competitors..5
Conclusion..6
References..7

Fatima Alhayki

201000366

Class 5

Introduction
The aim of this report is to briefly explain a couple of technology trends that would help the
customer service department to implement and manage an efficient work cycle as the CEO
of Zumorod Company requested from each department. Below is a quite brief detail of two
potential customer service's technology trends which are Customer Relationship
Management Software and IdeaScale Mobile Application. Customer service department is a
very essential part in the firm to ensure the satisfaction of the consumer and to improve the
image of the organization also to increase the targeted customers. It is the key to create new
products that will attract a massive number of customers and to raise our company standers
to the top.
Software
Customer service department could be improved in many ways for instance, refining the
customer care system by using Microsoft Dynamics Customer Relationship Management
software 2011 (CRM). It is a model to manage and record the company's interaction with
customers and clients which basically create a database about the consumers' relationship in
appropriate way. This database helps the management or the sales people to access the
customer information to connect their needs with the products and perceive the customer
purchases list. This system enlightens the customer service employees with guidance to
make inelegant relationship with the potential customers.
Customer Relationship Management Software benefits
There are several benefits for this system which will deliver many advantages to develop our
branch in Bahrain. For example, it is low cost software which can be purchased on premise
Assemble In-House for extreme Flexibility (company buy it and run on their IT structure or
on demand by partner hosting by a Microsoft qualified Partner. Also it is a high quality well
known software which Support the association to develop sales management by enhancing
information shared by various employees. Providing employees with important information
to understand the customers' needs and efficiently construct relationships with them.
Provide a smart system which is able to manage the customer's requests. For example, Call
Center software which helps directs a customer to the suitable agent who is properly cable
to assist them with their current problem. In addition, ensuring customer satisfaction and
increasing profits by targeting the profitable consumers and provide them with intention
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Fatima Alhayki

201000366

Class 5

and service. These advantages for sure will help the employees to interact with customers in
sufficient ways, in order to bring out our good well to increase our customers and enforce
their loyalty to the company's products.
Customer Relationship Management Software Challenges
Customer relationship management system could experience a few challenges that may
slightly affect it. For instance, poor usability which means the implementation may not be
complete therefore it is quite hard to implement this system. Also it is somewhat intuitive
and complex because after a while it will contain a great deal of complex data and
information that may be difficult to understand for amateur users. To minimize the risk the
firm may need to qualify an IT professional to implement it carefully and to train the staff to
properly use it. Additionally, the deficiency of senior management sponsorship may obstruct
the success of a new CRM system. Therefore we must identify the process to the
Stakeholders immediately to gain a full commitment from all executives before applying the
system.
Competitors
As a cosmetics company we have many competitors however there are only few of them
that use CRM system such as M.A.C which is obviously a strong competitor in the cosmetics
market. M.A.C uses this system to target and understand their customers as individuals not
as group to provide them with the right product. Also M.A.C Company tends to use CRM
system to store data to personally understand their potential consumers. Furthermore, the
system extremely sustains their customer fulfillment and increase the customers profit
contribution. M.A.C. use CRM software to keep a valuable customer data into customer
knowledge folder, it is a customer centric company therefore they build long-lasting
relationships by concentrating on what satisfies and preserves valuable customers.
Mobile Applications
Nowadays many people are using smart mobile phones to communicate and many other
things. Actually, a recent study showed that 78% of the smart mobile users are seeking for
customer services on their phones to accurate the process of solving their issues. Therefore
we should consider providing our customers with a professional customer service through
the mobile phones. There are several mobile Apps that could be installed in the device and
it is able to provide the user with the customer services help and support for example,
IdeaScale Mobile App.
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Fatima Alhayki

201000366

Class 5

IdeaScale Application Benefits

IdeaScale Mobile App helps engaging the clients with customers. This App allows companies
to collect a great deal of information about the customers. Also the company will be able to
create a public forum for the customer's feedback and add a wide dialogue with them that
will measure the customer loyalty. Actually, the customers or the visitors can express their
ideas and others can comment on it and even vote if they like it or not. Then the company
will see this dialogue about a product or a service and will handle it. As a result the company
will understand the customers' needs to provide them with the suitable products. It is
available for all mobile platforms (Androids, IPhone, Blackberry, and ext.) and cost $15 a
month.
IdeaScale Application Challenges
Despite the fact that this app is incredible and easy to handle, for sure there are few risks or
challenges in applying it. Such as, several individuals consider this app a social network or
they simply prefer to use Facebook and Tweeter to communicate with clients and
customers. However, this app is new and different it is not a social network and it was
designed especially for the customer services to help the organization to understand and
stimulate the suitable products to the customers. Additionally, some employees or
customers may find it slightly hard to use or even complex. Therefore we must explain how
to handle or use this app with pictures for the customers in our website and we must train
the employed how to properly use it by constructing seminars or workshops.

Competitors
As known that IdeaScale is a well-known and effective app which led many companies to use
it such as our biggest enemy or competitor O.P.I Cosmetics Company. This company uses
IdeaScale to figure out the customer's likes and dislikes. Also the app helped them in
producing a whole new collection which attracted millions of customers therefore they
tripled the profit. In addition, through Ideascale they managed to highlight the undesirable
products and develop it to a decent product. The customers just visited O.P.I IdeaScale and
they wrote their ideas for new features or services and others voted then O.P.I produced
and collected the profit. By listening and opening the field for the customers to express their
desires O.P.I Cosmetics Company satisfied them and increased the potential buyers.

Fatima Alhayki

201000366

Class 5

Therefore we should implement this app to satisfy the customers and raise our standers in
the cosmetics market.

Conclusion
To sum up, customer services is an important part of any organizations that ensures the
satisfaction of the customers and assists in understanding and helping the customers. In
addition there are many technology trends that could be related to the customer services
department. For example, Customer Relationship Management Software a system that
manages and collects the customers' details for the company to understand by recoding the
customers' last action. This software helped many companies such as M.A.C cosmetics
Company to understand the customer's need as an individual. Mobile is also a great way to
satisfy the customer by using IdeaScale mobile application to create a connection and a
dialogue with the customer. This app let the customers express their ideas which helps the
company to understand and specify the customers' desires. Also it did help O.P.I Cosmetics
Company to improve and develop their products which led to highly increase their profit.
These very successful and well known trends that worth to implement to satisfy and
properly serve our customers.

Fatima Alhayki

201000366

Class 5

References

Basne, B. (2010, November 21). Retrieved from http://bivonmac.blogspot.com/

Carlson, L. (2012, April 6). Five great customer service apps for mobile. Retrieved
from http://www.adrianswinscoe.com/blog/five-great-customer-serviceapps-for-mobile/
Customer relationship management. (2012, october). Retrieved from
http://en.wikipedia.org/wiki/Customer_relationship_management

How to use technology to improve customer service. (2011). Retrieved from

http://www.inc.com/guides/cust_tech/20909.html

McNerney, M. Ideascale, a dynamic mobile application solution. Retrieved from

http://www.ipsos-na.com/products-tools/loyalty/customerunderstanding/ideascale-a-dynamic-mobile-application-solution.aspx
Rouse, M. (2006, November). CRM (customer relationship management). Retrieved
from http://searchcrm.techtarget.com/definition/CRM

Zaibak, O. (2012, March 27). Top 10 customer service trends for 2012. Retrieved from
http://www.business2community.com/customer-experience/top-10customer-service-trends-for-2012-0152616