Customer Relationship Management (CRM) systems can be defined as a business strategy aimed at learning customers’ needs and behaviors in order to attract more, and retain the existing ones. Online CRM is mainly utilized by online firms, and they use media such as the Internet to set up and preserve a healthy affiliation with their clientele. The implementation of a CRM system in any firm is essential because it is one of the efficient ways of creating and maintaining relationships with customers (Buttle, 2005).
As Newell (2003) points out, there are various challenges that are faced by online firms in implementing CRM systems. Implementation of CRM systems is expensive in terms of resources and time needed. CRM systems are complex and hence need many resources for implementation and maintenance. Enough time is also needed to get the expected results from CRM. Therefore, online firms may experience a shortage of resources and loss of patience and focus by the employees. As a result, the firm ends up losing customers instead of attracting them.
Online firms also experience some difficulties with CRM systems.
As Blattberg, Getz, and Thomas (2001) point out, online firms deal with many and different customers over the internet. Therefore, learning their needs and behaviors becomes hectic and time consuming. As a result, an online firm may end up failing to satisfy all their customers who in turn run away from the business.
CRM systems are critical in any firm. They help a firm in understanding customers’ needs and hence know how to serve them better. Through this way, a firm realizes much profit thereby making the business successful. Through these systems, a firm reaches borderless markets and other continents hence expanding the business.