Customer relationship management is one of the critical factors the drives the smooth operations of a business. This is because it enables the creation of awareness and exploration of the business between the company and the customer. The relationship that exists between a business organization and a customer determines the aspect of trust and commitment that will live between the two parties henceforth. It is, therefore, vital for a business to build good customer relationships to enable active trust and loyalty between them that will help the company to run its operations smoothly. This paper, therefore, aims at expounding on how a business can develop excellent customer relationship by analyzing the customer needs and expectations that will enable it to manage its customer. We will thus examine how the ZOHO CRM     complies with the Dwyer, Schurr & Oh (1987) model for customer relationship management.

ZOHO is an award-winning site that has been developed through the concept of customer relationship management that is meant to allure and attract numerous customers to an individual’s business (Shabdar, 2017). It is a business marketing strategy that has been designed to develop and motivate and attract customers in small, medium and large business enterprises. ZOHO is designed in a manner that it contains award-winning technique whereby a customer joins the platform of winning an award by oping to buy goods or services within a given business enterprise.

When comparing the ZOHO CRM with the Dwyer model, we can entail that some similarities exist between the two. First, the two own a likeness in that they both aim at attracting the customers and building a friendly and attractive relationship for business growth and development. This is because, the Dwyer Model enables a business organization to create awareness, exploration, expansion, and commitment with the customer that will ensure a stable relationship has been developed henceforth. Also, the ZOHO CRM has been designed to enable the business enterprise to sell in a faster, smarter and better way through creating awareness of the business to the customers and attracting them with awards and other lucrative gifts that enable them to develop trust and commitment for a good working relationship henceforth.

The ZOHO CRM has been designed through a manner that enables attraction of the customers by effective communication between the seller, and the buyer which allows creating the aspect of hope, trust and also ensures that the expectations of the customer are always attained as expected (Marum & Moran, 2016). This, therefore, provides that a business can satisfy the demands of the customer as an aspect that will, in turn, enable the customer to develop trust and a substantial commitment to the company. This is also a similar aspect that has been stipulated by the Dwyer Model concerning the ideology of managing the customer relationship.

Besides, when examining the ZOHO CRM software, it is indeed evident that relationship that exists between a customer and a seller has been developed in a manner that the customer depends on the seller while the seller also depends on the customer (Shabdar, 2017). As for that reason, the two parties can mutually benefit from one another an aspect that finally enables them to develop a mutual trust and commitment which promotes smooth running of their operations as they continue transacting. Upon assessing the Dwyer Model, it also entails the same techniques whereby the buyer and the seller depend on one another thus stipulating that they should work as partners with a strong commitment between them rather than varying parties.

The ZOHO CRM software has been designed in a manner that it entails features that promote effective and faster communication between the customer and the business seller. Given that the current society is a digitalized society and many people prefer online shopping due to the availability of the internet, the ZOHO CRM has an active live chat system for quick response and chats between the buyer and the seller. The live chat enables the seller to make an inquiry of something they are interested in from the comfort of their homes. The seller, on the other hand, can see the available potential customers and engage them immediately for a positive outcome of convincing the customer to make a purchase. This system of engagement between the seller and the buyer is a simplification of the CLC model since it incorporates technological aspects in the idea of the CLC model thereby making it an excellent system of quality customer relationship management (Hunt, Lambe & Wittmann, 2012). It should be understood that the CLC model was developed about three decades ago right before the ideology of the internet had become rampant. Since the CLC model is an excellent tool for creating and maintaining positive customer relationship, the ZOHO CRM was thus developed similarly but mainly intended to use the online and internet services and even mobile and computer applications.

ZOHO CRM contains numerous features for customer relationships, and some of them include a reminder system/ calendar, mobile access, document storage, quotes/proposals, social media integration, internal chat integration, and marketing automation integration among many other features. All these features are designed to enable the customer to engage in a business smoothly and conveniently to ensure that there is always a smarter, better, and faster business transaction between the customer and the seller. This is also the same way in which the CLC model was developed. This model entails various phases of customer relationship from the first day of meeting to the last day of closing the business transaction after the sale has been made and the payment settled (Hassan, Nawaz, Lashari & Zafar, 2015). As for that reason, therefore, the CLC model and the ZOHO CRM  software can be stipulated to have a common goal and objective of enabling a business to develop and maintain a positive business relationship with the customer always.

Also, the ZOHO CRM software ensures that every customer attains a quality experience that will make them come back again and buy more or recommend friends to go and buy thereby enhancing the growth and development of the business. This is the similar concept upon which the CLC model was developed and has always been noted to perform and support any business operations.

The ZOHO CRM software is a customizable feature that ensures a customer is alluded to purchase the business due to its nature of advertising and attractive technique. It is meant to reach out to a variety of customers through many social media platforms (Harmon, 2010). For instance, the software enables the customer to directly access the available services and goods from the convenience of their phones. There are also doorstep delivery service options whereby the seller delivers the customer orders and the product to their doorstep. This, therefore, encourages the customer to transact with the seller which in turns leads to a strong trust and commitment that steers smooth and faster business services between the customer and the seller.

From the ZOHO CRM software, we can also stipulate that it has been designed in a manner that it becomes the primary economic driver of the business in its entire business by promoting a customer lifetime value (Chambers, 2015). This, therefore, enables the customer to feel valued and appreciated thereby trusting the seller for more future transactions. This, thus, leads to the development of sturdy honesty, benevolence, and competence between the customer and the business enterprise.

Trust is the fundamental factor that many business organizations seek to attain from their customers always. Trust enables the customer to have a strong desire to enact business with the seller which thus implies it is up to the seller to ensure that solid trust is created and depicted towards the customer (Carlson, 2019). As for that reason, the ZOHO CRM software has been designed in a manner that it develops a form of trust and commitment that will be long lasting between the buyer and the seller which enables them to attain a mutual goal which is satisfying the needs and expectations of one another.

In conclusion, we can entail that the ZOHO CRM software and the CLC model by Dwyer of 1987 both have a universal similarity in that they both aim at developing a positive customer relationship management by always placing the considerations and desires of the customer the priority always. It should be noted that a business cannot grow if it is not attracting many customers into its operations. And therefore, with the help of the customer relationship management tools like the CLC model and the ZOHO CRM software, a business has an opportunity of analyzing its target population and then developing attractive and lucrative deals that will steer the customers to come and make purchases. The various aspects of creating awareness, exploration, expansion, strong trust and commitment and dissolution between the business organization and the customer, there will always be a positive customer relationship management. This will thus lead to excellent business performance for a positive outcome of having good relations with customers by satisfying their needs and making more sales with more profits which is good for business.

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