An Attempt to Analyze & Resolve the Pitfalls in CRM Software Through Plug-In Instrumentation
International Journal of Scientific and Research Publications, May 2012
8 Pages Posted: 7 May 2012
Date Written: May 6, 2012
Despite the popularity and myths regarding CRM as it changes the way how a company interacts with customers and the employees perform their jobs throughout the organization, there are many potential areas of failure in a CRM and overcoming these bottlenecks and pitfalls has become a point of interest in contemporary business and IT research. The pitfalls of CRM can be classified as technical (slow execution, memory overhead, performance flaws at run time etc), strategic (improper planning, inadequate objectives, lack of focus on customer etc.) and operational (slow ROI, slower time to market, negative brand perception etc). In this research paper, a hybrid approach has been proposed through which the CRM software package can be optimized in order to make it more reliable and versatile by solving the identified problems. This proposed approach uses plug-in program instrumentation to optimize a CRM software package at run time without altering or stopping the execution of the CRM package. The proposed approach also conceives a set of generic policies to overcome the strategic and operational anomalies of an existing CRM package. It can be inferred that the optimization of an existing CRM package based on dynamic program analysis & plug-in instrumentation will open up many avenues of research in this direction and it will also increase the general interest of researchers and academicians for conducting research work in the converging area of application of IT and business administration.
Keywords: CRM, plug-in instrumentation, dynamic program analysis, hybrid optimization framework
JEL Classification: A00, C88, O32, Z00
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