Cash America Pawn at 6608 White Bluff Road, Savannah, Ga 31405 have been catering to their customers for some time now and have proven themselves to be one of the greatest pawn shops in Savannah, Ga. The Pawn shop actually came recommended by Gold Rush Pawn Shop at 7303 Abercorn St. Savannah, Ga. Customer service was consistent between Aug 18 and Aug 19. I was greeted by a Caucasian male on the 18th and a Caucasian female on the 19th. Elizabeth as an African American was not treated as a new or returning customer should have been treated, allowing for its customers to continue receiving Customer Relationship Management and satisfaction. I wanted to pawn a NAA Guardian .380 with a retail of $499 and the Caucasian female said they do not do appraisals and that the .380 gave me an allowance of $60 on August 19th. On August 18th The Caucasian Male told me that Elizabeth could pawn the microwave valued at approximately $60, however the Big George Foreman Rotisserie was of no use to the pawn shop. The first step in Customer Relationship Management (CRM) is “relationship-building opportunities into the firm’s routine operations, the framework to develop sustainable competitive advantages in the marketplace is reinforced” (balasubramanian, Summey, Thakur, 2006, P.4). “CRM is not a tactic or gimmick; it is a long-term strategy for sustainable market leadership stemming from carefully cultivated and strong relationships with customers” (balasubramanian, Summey, Thakur, 2006, P.1).The article CRM As Strategy: Avoiding Pitfalls of Tactics illustates how,
Critical elements of CRM strategy force the firm to identify, segment, and profile customers based on characteristics such as profitability, lifetime revenue potential, cost to service, interests, buying habits, and service requirements. These activities encourage a laser-type focus on retaining the most valuable and profitable customers (P.1).
According to Microsoft CRM 4.O Overview, Microsoft Dynamics CRM 4.0 is a fully integrated customer relationship management (CRM) system. Microsoft Dynamics CRM gives you the capability to easily create and maintain a clear view of customers from first contact through purchase and post-sales. With tools to enhance your company’s sales, marketing, and customer service processes—along with native Microsoft Office Outlook integration—Microsoft Dynamics CRM delivers a fast, flexible, and affordable solution (P.1).
In closing, customer information is essential for the use of Microsoft Dynamics CRM 4.0 for customer relationship management tracking and the customer satisfaction. CRM can become a tool used as a strategic opportunity and advantage with a competitive edge outcome for Cash America Pawn Shop stakeholders to analyze and make a decision as to whether or not negative publicity is good in the area of project feasibility i.e. customer increase as far as employee negative attitudes when addressing customers.
Microsoft Dynamics CRM 4.0 Overview. (2008). Retrieved November 23, 2008, from
Thakur, R., Summey, J.H., & Balasubramanian, S.K. (2006, Fall). CRM as strategy: Avoiding
Pitfall of tactics. Marketing Management Journal, 16(2), 147.