Free Custom «Cause Related Marketing » Essay Paper

Free Custom «Cause Related Marketing » Essay Paper

A) Produce a review of the CRM literature by consulting Academic and Practioner sources.

In the past few years, more researchers have developed an interest of looking into CRM systems notoriously. Many of them have made personal proposals of topics that are much interesting that ought to be researched upon CRM systems. However, there is no even a single overarching research agenda that that has been proposed. 

It has been shown that CRM has its origin in relation marketing, that is an over attempt of partnership that targets at coming up with a long term association. Such like organizations are characterized by purposefully cooperation and mutual dependence, which aims at developing socially on top of strengthening structural bonds. It has been stated that CRM developed from processes of business like relationship marketing and the increased emphasize on the retention of improved customers via the management that is much effective on customer relations.

This system of CRM can be looked upon as a system of enterprise information that involves marketing and sales, support and after sales services that in most cases involves customers (Expertmanage, 2010). The systems of CRM, uses information, or are far much related to customer-related information, or much knowledge for the deliverance of significant services or products to the customers of the firm.

The most well known significant definition states that systems of CRM are just all tools, procedures and technologies for the management, improvement, or facilitation of support and far many interactions that linked. It also facilitates prospects and partners of businesses in the whole of the enterprises. Similarly, systems of CRM have been identified as strategies that are much comprehensive and processes of acquisition, retentions and coming together of two or more people with some selected customers, with the target of creating superior for the organization as well as customers. It usually entails the process of integrating marketing, customer services, on top of supply chain functions of the firm for the purpose of attaining efficiencies and effectiveness at a greater level in delivering customer values.

Research areas in CRM fields are very wide, in addition in the last ten years, academic interests have produced reasonable results in some domains. In such like manner, some of the authors have explored and reviewed areas like the Electronic Related Marketing (CRM). It has been proved the process of implementing CRM risks and relationship marketing. Their effects have lead to better understanding on the issues concerning CRM systems and relation marketing.

After reviewing the literature of different the above in this area of CRM I hold similar opinion with most authors who work have been reviewed in this paper. CRM projects involve a combination that is much complicated amongst many businesses and technological factors. These conditions have leaded the formulation of quite enough strategies for the acquisition of and the implementation of systems in a firm. The process of developing CRM system lifecycle can lead to a better comprehension amongst these forms of venture systems. 

B) Compare and Contrast the Authors’ Views on Each of the Following CRM Related Aspects

CRM Implementation in Not-For –Profit Organizations and Non-Profit Organization

In the olden days, CRM solutions were looked upon as tools for commercial enterprises, enterprises that targets at increasing the sales volumes hence increasing profits. However for the functionalities those are found in CRM packages without any doubt supports activities that are major commercial businesses; it is also much significant to apply similar features in the betterment of Non-profit organizations. According to Payne & Frow (1994), CRM are used in both profit making and non-profit making organizations for the purpose of gaining strategic competitive, reducing customer serving costs, for the improvement of client satisfaction on top of improving growth. The benefits that are accrued via identification, attraction, and retention of profits of lots customers who might be much profitable. It has been stated that retention of customers by around 5%, translates to an increased profits in auto industry by around 28%. While on the other hand, similar retentions led to profitability increase in the sector of retail banking by around 35%, and mid-blowing by around 50% in insurance brokerage sector. As a result, profit making organization need to focus their energy in services that are much clientele profitability (Greenberg. 2010). Firms ought to incorporate primary data and the interrogation of data to ensure that organization’s customers, capabilities of organizations, and even competitors, provide and ensure the creation of customers who are much loyal.

Stated that CRM is a strategy developed to come up with relationships that tend to be long term in combination with customers who are profitable, by the use of information technology to collect and analyze the information. Most of the literature concerning CRM originated from profit making businesses, where clients on contractual basis relation are to be gauged for loyalty and profitability. This point tends to contract non-profit making organizations, where volunteers and donors usually provide services and funding without contractual responsibilities. The absence of exist obstructions; tend to increase the significance of maintaining loyalty of clients and retention in the market of Non-profit making organizations, that is much fierce (Businessballs, 2010). What most donors do is just looking for trust from the non-profit organizations, when providing services and resources. This trust at a time ensures organizations to use such like properties collected for the betterment of major beneficiaries and invest them in CRM systems that has low rates of success. This operation is seen as a way of gambling resources that are limited. Some of the non-profit organizations that have used CRM systems successfully include Charities like the Salvation Army in the U.K, housing associations, membership organizations and trade unions, social enterprises. Most NPOs do suffer because stakeholders’ information is held in different departments. For instance, one department might be holding spreadsheets of newsletter contacts, while the directory of donors is held by the second party.

There exist high failure rates when considering CRM implementation in NPOs. These systems can be looked upon by donors as an inappropriate usage of resources that are limited. CRM ought to be looked upon as  a strategy or in other words, a philosophy as the ability that is enabled technologically, other than being reduced to just a technological tool. This kind of definition has been supported by the statement made by stated that CRM need to be observed as a strategic tool placed at a strategic tip of any organization, and very much significant to the organization as a whole. In these definitions, technology is just looked upon as an aid to CRM.

CRM also allows both NPOs and profit making organizations to have more client knowledge, about their clients that are potential, and then come up with services or even offerings that will improve satisfaction of customers and at the lead to customer loyalty. Being knowledgeable about customers allow organizations to undertake better customer segmentation and targeting, and eventually develop service and product offering that satisfy customer wants far much better than just competition.

Potential of CRM as A Key Value- Led Marketing Strategy

Organizations have been using CRM marketing means for many years. Nearly all successful businesses have been using CRM marketing ways. This kind of marketing increases sales raises businesses and aids in developing standards that aid in customer services and satisfactions. Having CRM marketing means, organizations have the capability of streamlining their marketing schemes and ensure choices that are much effective about their advertising dimensions. Marketing by the use of CRM can help any organizations of any size to save very large amount of cash, by providing them with room to directly aim clients that are most likely to purchase. By implementing CRM marketing, organizations can nearly make their businesses make higher profits and increase their opportunities of making such like sales objectives (O'Brien & Marakas, 2009).

Fundamentally, CRM marketing is just applying customer relation management to direct marketing strategies of organizations in the directions that are most effective for higher conversion. Organizations that have carefully chosen CRM marketing collect relevant data about their clients and what they want. These data is then analyzed in developing CRM marketing schemes that aim client groups that have higher chances of responding. Not only CRM marketing is used in saving business money on marketing expenses that in most cases go unused when not appropriately invested, part also have the capability of increasing client satisfaction, with approaches that are personalized to both advertising and marketing (Avidian Technologies, 2010). Every business having direct client contact in most cases gain from CRM marketing.

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A lot of information used in CRM marketing may differ greatly from one organization to the other. Some organizations keep certain individual information about their clients, for instance sizes of their families, age, and their occupations among other important information for the effective enactment of their CRM marketing. On the other hand, storing a combination of all those, has higher chances of choosing the best bang for any organization’s CRM marketing buck.

These using CRM marketing for email outreach uses their database in making their email contact with their database for clients on a level that is much effective. Following up programs on email, are just one CRM strategy of marketing that provide room of checking customer satisfaction and present actions while reminding clients that they are there for their next buying (Xu and Walton, 2005). In case companies have their large amount of businesses, such like processes can normally be automated in the CRM marketing software, as a result, they save payroll for others, tasks that are more meaningful.

There exist many uses of CRM marketing and the stored data in such programs; they assist in analyzing customer data in seeing where the company is missing chances.  It might just take a quick phone call to inform an old client realize that, the organization has missed him, hence creating a steady stream of repeated businesses. The process of calling clients to follow up on current purchases and offer garnishes and an addition of services or products may also be very efficient. The solutions presented by CRM marketing are limited only through imagination of the organization and organization’s marketing department.  The software that is used in CRM marketing stores the information; computerize some of the processes and even at a time perform the analysis work.

Direct mail marketing by CRM is amongst the cost efficient method of implementing direct mail marketing campaign. By the use of CRM marketing database, tend to provide opportunities for sending certain information to the clients that most likely will affect and convert. In most cases, this saves organization’s money over normal mass mailing that among the many ends up in the trash can or even recycle bin of other people.

Businesses using telemarketing outreach or might contain most wasted time and effort over any other organization. Under such like organizations, CRM marketing can differentiate the wasted time of calls and a high rate of success (Wilson, 1995). Though the techniques involved in cold calling are much tough, in any way they are approached from, but the use of CRM marketing information assist in ice breaking and approach clients about products that are new, or even service plans having personalized approach. All organizations that use telemarketing, sales tend to reduce when CRM marketing strategy is not used.

2) Based On Primary Research

Consumer perception of what CRM is

Consumers are leaving in a world of much information, on top of which, the information flow is at an unprecedented rate. In such a condition, consumers know more as compared to olden times. Consumers view CRM as a process through which creativity is communicated via some channels over time to the people of a certain social organization. They view it as a way of getting discontinuous innovations. It helps in motivating clients. It usually forms the initial stage in recognition process (Reichheld, 1996). In some way, CRM is perceived to be a way of creating awareness to the public and at the same time, arrange of products and alternative available on the market. This is because, clients have become selective and difficult to handle. As a result, organizations have adopted approaches that are consumer friendly. This has made companies to go miles ahead to ensure that they retain old clients.

The CRM systems are just some forms of information system technologies that are among many general categories of enterprise systems, that also involves ERP and the SCM systems. These systems have gained in terms of prominence among business sponsors in the past few years, with numerous studies dedicated and analyzed with the target of getting to understand this technical domain in a better way. In summary a CRM system can be looked upon as a system of information that targets at enabling certain firms to achieve customer focus.   

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Consumers take CRM as a way of handling their grievances. It engages empowering them and provides convenience for clients having concerns. The clients need to reach the concerned departments in organizations with much ease. Ways like email addresses and dedicated help line on top of other services like face book can be of much importance. Client complains ought not to be looked upon as a disturbance (Zablar Et al. 2004). This is because; the client is the reason the organization is alive. Complains made by customers through CRM proves the problem that really exist. It should not be argued against.

A lot of information used in CRM marketing may differ greatly from one organization to the other. Some organizations keep certain individual information about their clients, for instance sizes of their families, age, and their occupations among other important information for the effective enactment of their CRM marketing. On the other hand, storing a combination of all those, has higher chances of choosing the best bang for any organization’s CRM marketing buck.

The impact of CRM on Consumer decision making

These using CRM marketing for email outreach uses their database in making their email contact with their database for clients on a level that is much effective. Following up programs on email, are just one CRM strategy of marketing that provide room of checking customer satisfaction and present actions while reminding clients that they are there for their next buying (Xu and Walton, 2005). In case companies have their large amount of businesses, such like processes can normally be automated in the CRM marketing software, as a result, they save payroll for others, tasks that are more meaningful.

Most consumers make decisions based on how organizations carry out their affairs, other than just word of mouth.  CRM in most cases supports social issues, hence providing synergies are tend to be beneficial for organizations that are either champion or in other words increases transparency pin their operations. On the other hand, efforts made by organizations in the process of promoting such like initiatives can also cause uneven outcome. According to organizations’ expectations are high always, with around 80% of these who respondents during the survey, claiming that it are the responsibility of the organization to support cause-marketing. Amongst the respondents, 92% showing positive attitude towards organizations that provide support to the cause that they do care about (Payne, 1994). Business practices that tend to be corporate, as shown in most CRM systems, form another effect on consumer decision making. Most consumers tend to switch to services or products from other organizations, if there exist something wrong is uncovered about company practices.

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This effect has shown consumer thinking evolution, on the manner in which organizations relate to the society. CRM systems have a proven influence on company sales, and remain has remained to be the most effective way for most organizations to express its humanity and heart. Contrary to this, there has been a radical change in value equation that involves organizations, clients and the society. Traditionally, good business mainly used to provide fair value, services that seem to be decent, on top of high quality (Thomas, 2001). Currently, these have included the role of companies to the society and their contributions. This has made companies to come up with strategic imperative to also look at operating practices, and how they influence their social commitments.  Nowadays, clients who are much informed, consider the goodness of the organization, and what they stand for.

Internet and advertising are the major ways consumers especially in the US prefer every organization to communicate their issues and practices. According to the study carried out by Cone (2007), consumers on the other hand are proactively using technology to get to know about and support environmental and social issues. For instance, some of them have used have used technologies like internet to engage in grassroots activism.

Increasingly, consumers are however less likely to spread the word by themselves, about certain organization’s activities that are laudable. Only a few of them tell their family members or even friends, about the commitments of particular organizations to social issues. This indicates that, consumers have become wary about the gap between the making efforts of an organization, and its genuine issues that they are commitments to (Payne & Frow, 2005). The chances of consumers using just word of mouth communication, has drastically reduced. CRM is helping organizations to identify issues that are highly significant for both target businesses and their stakeholders. CRM has made organizations’ social issues much authentic, sustainable, well-communicated and much transparent.

Due to these, companies have revisited their plans of marketing accordingly. Though only around 30% of the responded claimed that telling organization’s good deeds to family members and friends, need to be encouraged. Clients have always depended on mouth word recommendations to affect their decision making, and the rise in prominence of communications that are viral, has made such like idea exchange even easier (Yuan Et al. 1998).  When organizations talks about its cause practices, in important, ways that are much compelling emotionally, and highlights, and highlights social effects that are much related, then consumers will be ready to communicate about the best company practices to these who happen to be around them. For them to concentrate their efforts, many organizations decide which matters need to be supported depending on where they are able to deliver best business and social results. On the same line, clients state that they usually get it much interest in corporate practices. As a result, organizations ought to support CRM systems as they are in line with responsible business actions. Consumers also claim that, CRM systems support matters based on its operations affect social and environmental issues.

Due to CRM systems, organizations have tremendous chances of looking at social matters via corporate lens on where they do have high effects on their clients, workers ad the environment. This is because clients are attuned to societal matters that apart from being larger are brought by globalization factor.  They do recognize that, in most cases, the greatest influence an organization can have is to back up an issue that correspondent to its business. They do want organizations to talk about such like issues in transparent and sustainable manner.

The impact of CRM on Consumer loyalty and trust

The loyalty development entails building and sustaining a relation with customers, which at the end of the day leads to repeated service or product purchasing, over a certain period of time. The base of loyal customers allows organizations to dedicate their energies to other matters of the business Geven (2002). CRM provides several ways through which customers express their loyalty. Some of them chose to stay with an organization.  On the other hand, other customers will express by    increasing the number of purchases. Loyalty in some cases can be considered as an element of CRM much effective. Loyalty has been looked upon by many authors as being relational trait. Some individuals have also distinguished store loyalty, brand loyalty among others. Findings have shown that, the extent of CRM tend to have positive and direct on the loyalty of custo9mers.

The results from survey shows that, the level of CRM concerning understanding of customer expectations, prospecting customers, and the interactive management, tend to have no direct and positive influences on customer loyalty. Research has shown that partnership has positive influences on loyalty as it supports customer relation process on which the choice of partners was the initial steps of CRM that is very effective.  The effectiveness is measured by examining client loyalty. The CRM element of empowerment influences customer loyalty positively. The research linked empowerment with positive client loyalty. Customer loyalty has both tangible and measurable advantages on effective relation that is maintained with workers (Rowley & Dawes, 2000). Incorporating the thought of empowerment activity, on workers for them to serve clients in an effective manner. Due to these effects, customer loyalty tends to improve. Finally, this research has seconds the conclusions that were reached by Chow &Holden (1997), who came up with a link that is positive between customer loyalty and empowerment.

CRM systems present relationships with clients which impact positively on customer loyalty. This is based on the reason that, good client relations are the pillar of CRM philosophy. This concept also connects the CRM definition. Customer loyalty is viewed as a result of effective relation initiated and maintained with certain clients. In the available literature, customer loyalty is seen as a relation phenomenon. All the facts mentioned above have been proved to be factual in this research.

Last but not list, personalization has a positive effect on customer loyalty. The client passive, is supplanted by the CRM, to ensure that no personalized relation with the representing business.   With this in mind, CRM in general has resulted to personalized relations between clients and personalized relations. It has been shown that, interpersonal relationships increases customer loyalty.

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The new breed of clients is demanding corporate transparency communication and genuineness. For the implementation of these insistent social consumers, brainpower that is much richer than that which was practiced in the past is much necessary.  Social tools combined with CRM, provides the ability of this insight.

Recommendations on How to Increase CRM Activities in both Profit and Non-Profit Organizations

In increasing CRM in organizations have to adopt current perspectives. CRM has changed the concentration of companies to customer from products. In olden days, client services were just things did for the clients. On the other hand, modern CRM is done together with clients. The relation with clients has to be corporative together with the long term. The entire purpose of business is making new customers, while at the same time retaining the old ones (Robbins & Stylianou, 2003). It is just by the use of common knowledge that maintains existing clients cost cheaper as compared with getting new clients. As a result, companies tend to have difficulties in retaining old clients, and ends up using their profits in the search of new clients.

The simplest and only way for the organization to know their clients is just by asking. One can’t presume to know the expectation and needs of clients. This need to be an ongoing process, as their needs, wants and expectations change from now and then. Every client need to be considered as a person with different expectations. It has been proved that, what one client is satisfied with, might never work on the other client. This is the reason as to why; the organization ought to know the reason that made the client to undertake with the organization. It has been said that, some of the reasons include service quality, product quality, and pricing among others.

Workflows and tools can be complex particularly for larger businesses. Generally in previous days, tools were just limited to contact management. Supervision and recording interactions and communications, in the current expansion, organizations ought to use software solutions in dealing with tracking, opportunities, and sales pipeline (Rothschild, 1979). The third advent was of tools for other client interface as functions of business.  Such like tools still exist, but current they are offered as software that organizations buy and ruin on their own as IT infrastructure. Organizations need to empress business reputation which in much organization is tending to the growing challenge (Peterson, 1995). The results of internal fragmentations that might be observed and commented upon by clients, has become much visible to the other parts of the world in this era of social customer, where in 1990s, only workers and or partners had knowledge about them. In addressing fragmentation, philologists and mindset within a company is much needed, to ensure that everyone looks upon the influence of customer policy, actions and decisions, that both encourage CRM systems. Human handling and responses influence CRM systems in either good or bad systems.


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By looking at the success of CRM, it is also possible a list of best practices that need to be incorporated by organizations in most organizations. The first step for CRM campaign is the creation of target CRM campaigns. From the beginning, it is good for organizations to identify a single result from the CRM campaigns and just concentrate on that objective. The organizations need to use CRM campaigns to accomplish other objectives (Rowley & Dawes, 2000). Another important step is the definition of target audience. These will assistance the organization to identify these that will be interested in their messages.



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