Application of the CRM concepts in the analysis (Delhi Metro Case)

Application of the CRM concepts - (Delhi Metro Case) Name Institution Page Break Application of the CRM concepts - (Delhi Metro Case) What is the company's CRM strategy? And how are they implementing it? CRM is a synonymous word in the modern day business that refers to the collectivity of the specific processes and systems established or installed by a business entity to support its efforts towards the creation of long-term links with its clients to maintain sustainable success (Ling & Yen, 2016). As such, it is always critical for a business to adopt an appropriate and robust CRM strategy that will increase its customer satisfaction alongside profitability. Acting as per the business’ vision of providing a commuting experience on their trains which were the customers’ delight, the business CRM was the provision of the best customer services in the DRMC region to ensure that all its clients were really “delighted.” In summary, the business CRM strategy is centered on customer service. This is evidenced by the fact that the business acknowledges the primacy of customer service in ensuring that the commuters realize and enjoy the comfort and confidence of using the company’s transport services (Chakrabarti & Kiran, 2016). It is also critical to note that the CRM strategy adopted by any business has significant effects on its performance (Kim, 2012). As such, DRMC put in place a unique service delivery with a significant focus on the customer service; aimed at serving the clients effectively and empathetically. It is imperative to note that the achievement of the CRM strategy by CRM has been continuously implemented through the extensive training of the company’s staff; especially the frontline employees serving in the capacities of Customer Relations assistants. Moreover, the training, as a way of implementing the CRM strategy, was designed to equip the CRAs with sufficient knowledge to handle unique challenges for the older adults, women, and the disabled persons. They were also trained on how to use sign language to ensure that they become helpful to the clients with hearing and oral impairments in their service delivery. They were also trained in first aid and disaster management. Such training for the frontline employees is, therefore, critical for the business to effectively face any unexpected events while delivering their services in the region (Chakrabarti & Kiran, 2016). Furthermore, the implementation of the CRM strategy via employee training was reinforced by the special focus paid to the absorption of the company’s culture, which is centered on customer orientation. Therefore, the organization culture adopted by DMRC reiterates the primacy of all employees to uphold their commitment t the company’s mission and the provision of rich experiences to the clients. Moreover, the company’s implementation of the CRM strategy was backed by the diverse customer service to the diverse customers. For instance, the company installed automatic ticketing machines in a bid to minimize queues alongside the e...

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