APA CRM Subject: Accounting
Select an organization that you have a direct experience with either as an employee or a customer. Using Table 4.2 as your guide, identify what you think are the advantages and disadvantages relative to CRM effectiveness based on its size and organizational structure.
| Table 4.2 Advantages and Disadvantages of an Organization’s Size | |
| Advantages | Disadvantages |
| More financial resources or easier access to those resources | Many are functionally structured with silos |
| Economies of scale with respect to technology and human resources | Increased complexity in training and implementing CRM |
| Potentially deeper levels of CRM expertise or easier access to expertise | Customer and prospect data may proliferate without thoughts to a single view of the customer |
| Readily available technology and CRM consultative suppliers | Difficulty in creating a single, accurate view of the customer |
| Appropriate funding dollars generated from high-margin customer base | Difficulty in consolidating customer data and transferring it into a single, accurate view of the customer |
| Large amount of customer and prospect information | Increased likelihood that one part of the organization might use one customer approach, while another part uses a different approach |
| Difficulty integrating new technology into existing technical infrastructure without major impacts to other parts of the business | |
| Complexity of implementing culture change requirements on a large scale | |
| Increased complexity of implementation and ongoing maintenance and support of CRM business and technical initiatives | |
| Difficulty in coordinating multiple value chain partners | |
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