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     Customer service relationship management (CRM) and customer service management strategy (CMS) are two elements that are dire to a firm’s success. As administrators, we are tasked with upholding company principles, practices and guidelines as it relates to customer interaction. Also, constant change within a firm’s market means that an administrator must be aware of uncontrollable variables, competitors, and volatility. CRM reflects an administrator’s ability to plot the trajectory of customer sale trends, behaviors, and service needs. Administrators showcasing great CRM translates into a satisfied and loyal customer base. In turn, a properly executed CMS is the basis for ensuring customer-account retention, correct forecasts, and future business opportunity. 



     CRM is a process which allows firms to engage with their current and potential customers. A CRM systems allow for firms to centralize all customer data into one source, ultimately streamlining processes and specification which increases profits. Software, cloud computing, and artificial intelligence breakthroughs are constantly expanding CRM systems; administrators must be able to adapt, adopt, and apply new technological advances. For instance, CRM software serves to make customer interactions more structured and less time-consuming. Cloud computing CRM systems give administrators real-time access to field data as long as the device has an internet connection. Cloud computing must also be secure and encrypted as to not compromise client and administrative data. Artificial intelligence within CRM systems expounds on human tasks like identifying duplicate data, sorting, and ridding the fluff from data sets. Artificial intelligence within CRM systems aims to aid administrators by maximizing pricing and supply chain, increasing sales cycles, decreasing support call costs and increasing customer satisfaction rates.



     CMS, like CRM, is paramount to a firm’s success. Every company needs a CMS and developing one is a major step to operating a firm. When a CMS is defined, it ensures that employees have clear direction and protocol as it relates to customer interaction. Employees need to adhere to an established CMS. If an employee disregards a firm’s CMS It poses the risk for tasks to be executed improperly which then can present a negative cumulative effect if left unchecked. Administrators who are demonstrating exemplary CMS are properly managing opportunities, relationships, and developing opportunities. Managing opportunities and relationships require an administrator to have a strategy, litmus test, to how an opportunity Is qualified and ranked. The determining criteria help decide if the investment is worth a firm’s time and resources. To develop opportunities, a well-rounded administrator is prospecting within physical and digital spaces amongst qualified potential customers. Engaging in meaningful dialogue and properly representing a firm’s value system and culture. 



     When administrators demonstrate exceptional CRM and CMS, firms see improved metrics, increased productivity, accurate profit forecasts, a growing customer base, and enhanced products and services. Market volatility, competitors, and the rise in technological advances exemplify the importance of a firm’s efficiency, structure, and customer service. It also sheds light on the value associated with a capable administrator able to effectively manage a process from beginning to end.

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