CRM AND MICROSOFT ACCESS DATABASE 1 Essay Example
CRM and Microsoft Access Database
Role of CRM in Organizations
Every organization values its clients or customers. These are the reasons why these organizations and businesses exist anyway. For a successful business, a good and a constant touch with customers is very vital. Customer Management Relationship Management (CRM) includes those practices, activities, and technologies applied by an organization to analyze and manage its customer interactions. This analysis and management are done throughout the customer life-cycle. The goal of such a set up is the improvement of the business relationship and keeping (retention) of the customers. CRM systems are therefore developed by the organizations for this analysis and management (Rigby & Ledingham, 2008, 124).
According to Foss, Stone, and Ekinci, in their research, they state that every organization and business has the sole responsibility to know their customers. Analytics of customer data comes with great financial benefits to every organization. Given a large amount of data, available for this analysis, companies struggle to analyze this data and draw some insight from it. This has led to a call for robust and more intelligent CRM applications. With the rate of Information Technology growth and rate of innovations, IT specialist has always developed better and better CRM systems. These Systems help the organization make sense of their data, and later use for their market analysis. A long time ago, this activity was all done manually, however, with the dawn of IT, things have changed (Foss, Stone & Ekinci, 2008, 73).
Microsoft Corporation among other companies has always played a role in the realization of tools that make it easy to conduct an analysis of the CRM data. In other words, CRM tools. Microsoft Access has existed for quite sometimes as very good, easy to use database management system. An application which comes with the Microsoft Office package has been a very important tool when it comes to company data management (Yetter, Mathena & Hostetler, 2012).
Microsoft Access and CRM
This is a database management system (DBMS) developed by Microsoft. It combines the company’s relation Jet Database Engine with a very user-friendly, and easy to use graphical user interface. It also incorporates a number of software development tools. For a long time, and even till today, Microsoft Access has helped organizations with information management services. These services include information storage for late referencing, information analysis and reporting. It allows organizations analyze large amounts of data and other related data. This power to build very complex insight from a set of data makes it better that Microsoft Excel when it comes to CRM related goals (Yetter, Mathena & Hostetler, 2012).
Just like the other IT corporations, Microsoft has always improved their office package. Access is one of the modules from the package which has undergone a number of iterations to become better and better. In the last versions of Access, there is an incorporated CRM system which allows organizations to perform their CRM based services. This improvement is called Microsoft Dynamics CRM. Some of the activities which can be performed by this integration include creating and saving personal views and also allows viewing a filtered list of a record set. It allows capturing and storage of a number of information about the customers. With a great graphical user interface for the visual reports, the tool has helped organizations make sense out of their data (Van der Aalst, 2014, 31).
Microsoft Dynamics CRM has received adoption by a number of small enterprises. And for them, the tool is sufficient. However, this has not been the case with a large organization with a huge amount of data to be managed. Despite the ability to extend the functionalities of this service, it till requires IT programmers to add the user specific functionalities. Also, it reaches a point when the addition of more and more functionalities becomes less effective or too much involving. At this point, the tool becomes insufficient and unreliable. This makes these big organizations build their own dedicated CRM systems which can assist in filling in the gaps left by Access (van der Aalst, 2014, 34).
According to, to Snyder, Steger, and Reid, this application presents two views to its users, personal and system views. The choice on which view to use depends on the nature of the business and the customers. Personal views always available only to those users who created them, and they belong to these individuals. However, system view belongs to the organizations and can be considered public. All these views have their advantages and disadvantages. Personal exhausts the system resources as a result of so many sharing and insecurity issues. In case a personal view is shared, it can’t be rejected. Also, the system view requires IT expertise to create and deploy, it does not allow the definitions of users to see each view and also has poor usability aspect as a result of clustering of the view selectors (Snyder, Steger & Reid, 2015).
From the research work, CRM system is just one tool that an organization can never succeed without. Also, the type of the CRM system adopted by any organization determines the level of data management related benefits that can be accrued. Microsoft Access has been an important tool when it comes to customer relationship management. However, from the research work, we can see that it has never been so successful with large organizations with large and complex data. This finding has made Access only suitable for small organizations with relatively small amounts of data to manage. Otherwise, the tool has helped take CRM to the next level, most importantly for small organizations that might not be financially feasible for large robust CRM systems.
Foss, B., Stone, M., & Ekinci, Y. (2008). What makes for CRM system success—Or failure?. Journal of Database Marketing & Customer Strategy Management, 15(2), 68-78.
Rigby, D. K., & Ledingham, D. (2008). CRM done right. Harvard business review, 82(11), 118-130.
Snyder, M., Steger, J., & Reid, K. (2015). Working with Microsoft Dynamics CRM 2011. Pearson Education.
Van der Aalst, W. M. (2014, June). Challenges in business process analysis. In International Conference on Enterprise Information Systems (pp. 27-42). Springer Berlin Heidelberg.
Yetter, A., Mathena, J., & Hostetler, H. (2012). Success with Microsoft Dynamics CRM 4.0: Implementing Customer Relationship Management. Apress.
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