Impact of quality management systems on CRM

Analysis of how Quality management of an organization can highly influence the organizational Customer relationship management

Quality management of an organization is going to add a plus point to the organizational customer relationship management.

In this modern era of cut throat competition, sticking on to quality concerns is a matter of major concern for the companies, since it is the quality which now forms the basis for the clients to choose one among the service providers. The competition has further led to the availability of the better services to the customers and now the brands have a war over the quality in order to get more and more customers attracted towards a particular brand. If we talk globally there are 3 main standard procedures applicable worldwide namely total quality management (TQM), International organizations of standards (ISO) and Balanced score card.

These quality management techniques ensure the implementation of quality processes in order to ensure the best and qualitative product and service delivery to the clients.

TQM- Total quality management is an approach which focuses on 360 degree upliftment of the quality standards to the highest levels. Total quality management aims to provide a continuous effort towards the growth of quality management tasks so that the organization can come up with solutions which are designed to provide high quality services and products to the customers, so that the company can come up with unique solutions which can make the customer happy. The TQM methodology is applied to all the departments which are related to the CRM.

For example Ford company focuses on a TQM based approach in which they try to put 100% qualitative approach towards the deployment of quality norms on the processes, services and the products in order to get the best of the offerings to the customers, application of TQM to CRM enhances the credibility of the information and makes the processes more effective and error free.

ISO- International organization of Standardization is a global body which aims is setting of rules and regulations which would be imposed at a global level. These rules and regulations form the standards which are constant universally and thus ensure the application of the quality measures to produce high and uniform quality products and services across the world. Implication of ISO standards to CRM ensures high quality delivery of the services to the clients, ISO 9001 ensures the application of CRM practices to help in tracking sales activity, potential and existing customers. ISO 9000 ensures that the CRM will focus towards the establishment of constructive and long term relationship between the customer and the organization.

Example-Vritti Solutions Limited has been using ISO standards for quality assurance in the CRM processes which further ensures the availability of qualitative information on time, along with this information it also focuses on delivering the quality services to the clients.

Balanced Score Card-It is a tool which focuses on managing strategic performance by keeping track of the execution of the activities performed by the employees. This system also helps in monitoring the result and outcome of the activities performed. It keeps a check on the processes and the steps taken by the CRM to ensure the proper execution of the plans and strategies for effectively managing the quality prospective of the CRM services.