BUSN 420 response 1

Week 5: Dialogue

Please respond the following assignment in the Dialogue area of Blackboard:

Post a message that explains and discusses why it is important for businesses to use CRM strategies to manage their customer information. Support your post with at least two peer-reviewed scholarly journal references.

In addition, describe from a biblical worldview how businesses can utilize CRM strategies in order to better serve their consumers.

Reply to two students in 200-300 words in APA format and use your research to add to or challenge the findings of your peers. Support at least one of your responses with at least one peer-reviewed scholarly journal reference.

Above is the original post that we had to do.

Below is one of my fellow students post that I need to respond to.

Customer Relationship Management (CRM) strategies are essential to businesses’ success in the current information age. Most importantly, CRM allows businesses to be more customer focused. As Baltzan (2015) asserts, “Today, most competitors are simply a mouse-click away, and this intense competition is forcing firms to switch from sales-focused business strategies to customer focused business strategies” (p. 194). CRM systems help business synthesize customer information into helpful data to personalize customer experiences, customize selling, and provide better customer service. As Siu (2016) explains:

The implementation of various CRM techniques and systems means an increase in competition and that everybody else from the same industry wants your customers. Therefore, in order to retain and enhance customers, one not only needs to encourage their loyal customers to consume continuously but one also needs to anticipate the wants and needs of those customers who are inactive or losing “loyalty” to the company. (p. 1)

Without CRM tools, businesses are at a disadvantage in serving their customers and tailoring their operations to best meet market demand. CRM systems offer an interface where the customer experience can be tracked. Baltzan (2015) describes this benefit when she writes, “Nothing makes frustrated customers happier than not having to explain their problems all over again to yet another customer service representative” (p. 200). A CRM tool educates companies about customer experiences and purchasing histories to better facilitate customer service and improve customer experiences and build brand loyalty.

Business can serve their customers better when utilizing a CRM. Having access to customer analytics allows businesses to serve the specific needs of each customer. If a business wants to be great, it must first serve its consumers well. As Jesus taught, “[W]hoever wants to become great among you must be your servant, and whoever wants to be first must be your slave” (New International Version, Matthew 20:26-27a). When a company takes the approach of serving their customers instead of focusing on making money, they are taking a godly approach to serving others. By customizing transactional opportunities and customer support, a care component is brought into the business relationship.


Baltzan, P. (2017). Business Driven Technology (7th ed.). New York, NY: McGraw-Hill Irwin.

Siu, N. Y. (2016). Customer relationship management and recent developments. Administrative Sciences, 6(3), 7. doi:http://dx.doi.org.ezproxy.regent.edu:2048/10.3390/…

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