duction Many organizations today are implementing an Enterprise Architecture to define their structure of their business processes and meet its objectives. Enterprise Systems are the IT component of this architecture. These systems allow for the support of business processes, the flow of information, creating of reports, and even make it possible for the complex data analysis that is required of many businesses. Customer Relationship Management (CRM) in particular, has a focus on the customer and customer data[ CITATION Rou14 \\l 1033 ]. CRM allows for the organization of customer data to allow businesses easier access[ CITATION CRM13 \\l 1033 ]. Ultimately this will lead to better customer service, higher customer satisfaction, and increased sales[ CITATION Bea16 \\l 1033 ]. Trek Bicycles There are many examples of businesses successfully implementing a CRM enterprise system. One example is the Trek bicycle company[ CITATION Int15 \\l 1033 ]. Trek sells its bicycles via a series of independent dealers. It does not utilize larger retailers. Because of the small company vibe valued by Trek, customer interaction is a high priority of the company. The Trek sales reps often form a close bond with the shop owners that they sell to. The company saw a need to ensure the continued relationship with the shop owners in the event one of its sales reps were to retire. Trek decided to implement a CRM solution to reach this goal. As with any CRM, the goal was to connect people and processes to the information that glued them together[ CITATION Nor16 \\l 1033 ]. Utilizing an online data repository, financial information, account history, inventory, and other relevant information was now accessible in one location rather than spread about in emails, on paper ledgers, or in data silos. The CRM also focused on encouraging employee utilization. By using the CRM, employees were able to save time when compared to their prior processes. This extra time will lead to better customer service and increase customer satisfaction. Currently, Trek is experiencing multiple benefits as a result of the CRM. Sales reps are utilizing the system because it saves them time and is easy to use. There now exists a complete view of a customer's data including purchase history, payments, etc. Having this data on hand will lead to increased sales. Processes within the global company are more consistent regardless of location. Amazon.com Another example of a successful CRM implementation is Amazon.com. Amazon.com is an ecommerce website that sells a wide variety of products. The company originated as an online bookstore, but after acquiring many other companies and extending their reach to the global market, Amazon has now surpassed Wal-Mart in market capitalization to make it the biggest retailer in the world by those metrics[ CITATION LiS15 \\l 1033 ]. Amazon approached CRM as a way to solve problems such as the need to capture and store customer data, improve customer support and customer satisfaction, and improve product recommendations and targeted marketing[ CITATION Ama16 \\l 1033 ]. Amazon's implementation of their CRM system has been a resounding success. Customer data is stored by using user accounts that track all purchases and browsing done by the customer. This data is then used to drive product recommendations and customers even have the option of modifying which items in their browsing and purchase histories should be used for those recommendations. The customer support team is able to better assist customers because all of their data is accessible in one place. Customer satisfaction is strong with the company because they are able to use their vast amounts of customer data to learn more about who their customers are and what their interests are and market to them accordingly. Customer satisfaction was also increased through the implementation of Mayday as part of their CRM strategy. Mayday is a tool which allows Amazon Kindle users to speak with live customer service representatives at the push of a button[ CITATION Kli15 \\l 1033 ]. This feature is seen as a breakthrough in CRM technology and has been a strong success with the customers. The tremendous success of Amazon.com as a company can be attributed in large part to their Customer Relations Management systems. The company is now known for its great customer service and satisfaction resulting from their mission to make their customers happy to keep them coming back[ CITATION Blo12 \\l 1033 ]. Lessons Learned One of the biggest challenges to implementing a CRM is cultural resistance to change. The new changes have to be user friendly. That means for both the customer and the employee. Having a difficult new system to use will lower the motivation to use it. Annoyance over learning the new system will cause the users to not see the benefit of the new changes. This was just the case for Trek Bicycles. They deployed Microsoft Dynamics CRM Online in March 2011, however the sales reps didn't want to spend time entering data into the new system[ CITATION Int15 \\l 1033 ]. To combat this, data should be gathered from already available resources such as reports, emails, logs, and financial records. The second lesson learned, was that the data output should be able to be used for multiple purposes. A good CRM will work with other systems such as an ERM to collect data and use it across multiple platforms. An example of this is Trek bicycles and their customer support process. Trek customer support uses their ERM system to track lifetime warranties and sales of their product. When a customer calls customer support for a replacement product, Trek's CRM pulls up the information from the ERM system such as the dealer that sold it, the product registration number, and bike history. This, in turn, enables the customer support representative to make a speedy transaction by shipping out the replacement part or scheduling maintenance repair. Third, and most critical, of the lessons learned is to make the CRM customer friendly. The purpose of CRM is to improve customer interaction. If you make the new software difficult to use, you have already failed. For an example of a successful CRM strategy, all one has to do is look at the Amazon case study[ CITATION Ama16 \\l 1033 ]. Amazon is a leader in CRM. Users can go to Amazon and not talk to a single person, and search for products, order, pay, and ship to their residence in most cases in less than two days. Furthermore, if there is a problem with the product they ordered, they can return it and get their money back without talking to a single customer support rep which keeps consumers coming back. The ease of use for the customer is paramount. Conclusion A successful Customer Relationship Management system should help to organize and store customer data in a way that allows for improved customer service and customer satisfaction as well as increased sales and better targeting of marketing. Trek Bicycles and Amazon were able to meet all of these objectives through their successful implementations of their CRM systems. While there are many lessons that can be taken away from these case studies, the most important lesson is that a CRM is an integral tool for running a business and without a solid CRM system, companies are missing out on a lot of important data that could be used to help the business thrive. Works Cited Amazon CRM Case Study. (n.d.). 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