CRM: The Business of Social Justice

Abstract

I was once asked why I wanted to spend my last summer before graduating helping a non-profit organization complete its summer social justice project. At the time of the question I did not have a perfect answer. To me it was important to know how to conduct business with people in a way that excited them and made them feel special. After completing the internship I had a better understanding of how using interpersonal skills enhanced business relationships with customers. After attending a lecture given by Chad Goodwill I was finally introduced to the correct terminology of what I had accomplished over my summer. That is customer relationship management (CRM). This paper looks at the many CRM strategies that are in place in customer-centric business strategies and how they enhance businesses. It looks into both the discipline and the technology of CRM. I offer my opinion and present the arguments of others both for and against CRM. The discipline side of it is currently being revitalized in business, but the technology side is just beginning and has a few hiccups about it that still needs to be worked through. Even with shortfalls, it is expanding and· being adopted by many companies. Customers are important to the success of any business. I was aware of that fact before being aware of terminology of that discipline. I believe that catering to customer needs is the foundation of a successful business. That is why I decided to spend my final summer enhancing my CRM skills.