Enterprises need to build a highly interactive working environment between departments, helping employees exchange experiences, while promoting democracy and delegating more authority to employees. This is often a weakness of Vietnamese small and medium-sized enterprises, operating in an authoritarian or family-based model, where all decisions depend on senior leaders . As simple as handling customer complaints, according to the "authoritarian" model, employees, even though they have full information and can completely come up with appropriate solutions, still have to notify and ask for opinions from superiors, causing inconvenience and wasting time for customers.
Therefore, in order for the information collected from customers through CRM to become meaningful and effective, the opinions of employees, who have many opportunities to contact and deal directly with customers, need to be more respected. In other words, the management style as well as the working style of employees in the enterprise need to change to adapt to the new working environment.
It can be seen that CRM implementation is a significant challenge in changing the working process and mindset of each organization/enterprise. Only by believing in CRM, having the right policies, changing and adapting to the working environment, can CRM projects bring successful competitive efficiency to businesses.
CONCLUDE
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More than ever, businesses are in a mutually exclusive business environment; therefore, a company must be able to apply new business models that go beyond traditional models, thereby perfecting a customer-focused and customer-oriented business network as quickly as possible, in order to ensure competitive advantages. CRM can bring many important benefits to an organization or company, contributing to the formation, promotion and maintenance of their competitive strategy. Although this model is not completely risk-free, and in fact has encountered many failures due to both objective and subjective reasons, but with a carefully calculated strategy, businesses can completely deploy CRM successfully.
labour.
It can be affirmed that in the future, CRM will still be one of the biggest and most attractive concerns for businesses in general and Vietnamese businesses in particular. To ensure the maximum promotion of the benefits that CRM brings, it is necessary to have the support of ministries and branches in creating a competitive environment and a developing technology environment, providing accurate and selective information, and further expanding training models on customer relationship management. However, the key factor ensuring the success of CRM lies in the business itself. The biggest barrier for Vietnamese businesses is often the fear of changing their thinking and the slowness to innovate their traditional working style. Therefore, they must overcome challenges from themselves, proactively learn, thoroughly research and draw lessons from implemented cases.
In the process of implementing the topic, the author has tried his best to provide the most basic analysis. Hopefully, to a certain extent, the thesis has provided readers with an overview of Customer Relationship Management from both strategic and technological perspectives, as well as the significance of CRM for competitive strategy, helping Vietnamese businesses approach and fully prepare the necessary knowledge to achieve maximum benefits from this new business philosophy.
The thesis also attempted to reflect relatively accurately the current status of CRM implementation in the world and in Vietnam, thereby presenting lessons learned and proposing directional solutions suitable to the actual conditions of Vietnamese enterprises.
However, due to limitations in knowledge and time, the thesis framework does not allow going too deeply into specific issues. On the other hand, this is a fairly new issue, and there are not many research documents, so it is inevitable that there will be shortcomings. We look forward to receiving guidance and comments from teachers and students.
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