Question: What can a company do to ensure a successful CRM initiative when two of its business units compete for the same customers?

DYEE CUSTOMER INTERACTION

Here is a personal experience I had that relates to the topics in this class:

I was at a retail store where I purchased a large amount of home goods. I am part of the company's rewards program and receive emails with coupons that of course entice me to spend more with them. On this particular visit, I was not asked for my phone number at checkout. I also did not have an email coupon, which would have linked back to my account. I realized as we were finishing up the transaction, and asked about putting in my information. However, at that point it was too late to do anything without returning every single item and redoing the entire transaction, and the employee seemed annoyed that I would even bring it up$.$

In this scenario, the employed failed to ask me for my identifying information, I failed to receive the rewards for my transaction, the company failed to gather information about my purchasing habits. To add to it$,$ I was not as enthusiastic to return to the store after the annoyance the employee expressed when I asked about entering my information.

This was a simple, honest mistake. However, these types of simple mistakes by front$-$line employees can add up to a failed CRM program. An organization must do its best to get all employees to buy$-$in to the CRM program.

Discussion Question:

All employees within the organization should be made aware of the ways CRM benefits the customer, the employees, and the organization as a whole. Discuss some things that an organization can do to make sure all employees buy$-$in to the CRM program. Use some of the examples in the textbook $($including Theory in Action examples$),$ and come up with a few ideas of your own. Use complete sentences and at least $2-3$ paragraphs in your response.