CRM Value Chain

As someone that is familiar with Customer Relation Management (CRM)

Value Chain, it consists of five main steps to profitable relationship that is
customer portfolio analysis, customer intimacy, network development, value
proposition development and managing the relationship, and is supported by five
supporting conditions that is culture and leadership, procurement processes,
human resource management processes, IT/data management processes and
organization design. However, a problem arises when a few customer that felt left
out due to the differential treatment while segmenting. This is because the
concept of CRM is to identify potential or future customer, get to know them,
identify source of value for the customer and deliver a proposition that meet their
requirements, expectation and preferences. The issue arise when customer that
does not achieve a profitable status gets minimal attention and empathy from a
company that implements CRM.
As a solution, i suggest that the company that implements CRM Value Chain
must also another concept to ensure fair and balance treatment to customer,
which is the Service Quality concept, SERVQUAL. SERVQUAL consists of five
quality dimensions that is Reliability, Assurance, Tangibles, Empathy and
Responsiveness. Moreover, gap analysis should be carried out in the company
based on the five SERVQUAL dimensions. From this gap analysis, the company
can the come up with a plan for improving the way on how they treat their
customer. Furthermore, the gap between expectation of service that the customer
receive and the perception on how the customer receive the service can be
measured and improved, thus leading to satisfying all of the customer while CRM
concept focuses on identifying potential or future specific profitable customer.
Besides conducting gap analysis, the company that implements CRM
must also focus on making sure that all the organization on the company
fully understands the fundamental and strategic benefit that CRM can

offer. This can be done by providing training to all the employees that are
involved with the critical part on CRM, including the top management.
Since CRM is widely misunderstood by marketing management and
seriously misrepresented by software houses, thus by making everyone
in the organization understands the fundamental and concepts of CRM,
the implementation will be more successful and cost of failure in
implementing CRM can be prevented.
In conclusion, although the concept is to focus on a certain customer
that have a good portfolio and can bring profit to the company, we must
not forgot the quality values in the service that we deliver to other
customer.