Customer Relationship Management System

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Key Concept Explanation Customer relationship management system is a form of information technology in which information is gathered on customer knowledge (Pai & Tu, 2011). This concept is an asset to organization in the service industry as they can get an insight into what customers are thinking and what they want and need in the services and products they are receiving. I have a certain interest in the way customer feedback can affect an organization and what an organization can do with that information. Customer relationship management system is the exact acquisition and usage of that customer feedback. I chose this topic to learn more about a concept I am passionate about. Comparison Meredith and Shafer (2016) provide a brief description of customer relationship management systems as a system “designed to collect and interpret customer-based data” (p. 157). The text does not give the system justice as it is much more than the collected and interpretation of customer data. The concept can be broken down into various constructs including socialization, externalization, combination, and internalization (Khodakarami & Chan, 2014). The implementation of the concept Pai and Tu (2011) describe the issue of customer feedback and the usage with the information becoming one of the most important issues in the global marketplace. Service industries all over the world are realizing that customer-based data can bring positive results to their organizations. Specifically, the Taiwanese service and hotel industries have begun using CRM systems to gain insight into what their customers want and need (Ku, 2014). By using surveys and feedback forms, hotels in Taiwan have been able to increase performance and operational productivity as well as the happiness of their customers (Ku, 2014). Customers should always feel that their voice and opinions are of value to an organization, which CRM

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