[ VOLUME 2 I ISSUE 1 I JAN.- MARCH 2015 ] E ISSN 2348 –1269, PRINT ISSN 2349-5138 Trends in HRM and CRM

Ms. Khushboo. B. Oza Lecturer, G. L. Kakadia College of Commerce & , Bhavnagar.

Received Feb. 16, 2015 Accepted March. 01, 2015

ABSTRACT There is a close relationship between. Human Management and Customer Relation ship Management. (HRM & CRM) in every or in enterprise. The CRM and increasing it depends on employee's morals and efficiency. If we have a good HRM system, we can strongly improve our CRM.In CRM or in any enterprise the main part is customer, we should satisfy them, so we should develop our HRM and Human Resource strategies. we know the necessity of these, we know all the time we should emphasize on the humanistic materials such as, motivation, recruitment, payment, promotion and, etc. or the steps in CRM process that we should apply for having fixed and loyal customers or having a strong relation with our customers that they trust us, but how can we do this Well? We can provide some indicators that help you in managing your position, we are going to mention you one of them which called COPS checklist.

Key words : Human Resource Management, Customer Relationship Management, effectiveness, efficiency *A research paper presented at National Seminar held at Department of Commerce, M. K. Bhavnagar University on 14th February.

Meaning of HRM: Human resource management is a process of marketing, customer service, and technical bringing people and together support. so that the goals of each other are met. There According to industry view, CRM consists is a paradigm shift in the role of HR manager of: from that of a ‘protector and screener’ to that Helping an enterprise to enable its arketing of a planner and ‘change agent’. Personnel departments to identify and target their best directors are the new corporate heroes. The customers, manage marketing campaigns name of the game in today’s is with clear goals and objectives, and generate PERSONNEL. Popularly referred to as quality leads for the sales team. ‘Personnel’, the term has evolved in title, if Current Trends in HRM: not in fact, through a transition to Employee 1. Globalization and its implications Relations to Human and in newer, Business today doesn’t have national hipper organizations to titles like People and boundaries – it reaches around the world. Culture. Over the years, highly skilled and The rise of multinational places knowledge-based jobs are increasing while new requirements on human resource low skilled jobs are decreasing. This calls for managers. The HR department needs to future skill mapping through proper HRM ensure that the appropriate mix of initiatives. employees in terms of knowledge, skills and Meaning of CRM: cultural adaptability is available to handle 1. Customer relationship management global assignments. In order to meet this (CRM) is a system for managing a goal, the organizations must train individuals company's interactions with current to meet the challenges of globalization. The and future customers. It often employees must have working knowledge of involves using technology to organize, the language and culture ( in terms of values, automate and synchronize sales, Research Paper IJRAR- International Journal of Research and Analytical Reviews 49 [ VOLUME 2 I ISSUE 1 I JAN.- MARCH 2015 ] E ISSN 2348 –1269, PRINT ISSN 2349-5138 morals, customs and laws) of the host will require more education and higher levels country. of language than current ones , HRM Human Resource Management (HRM) must practitioners and specialists will have to also develop mechanisms that will help communicate this to educators and multicultural individuals work together. As community leaders etc. Strategic human background, language, custom or age resource planning will have to carefully differences become more prevalent, there are weigh the skill deficiencies and shortages. indications that employee conflict will HRM department will have to devise suitable increase. HRM would be required to train training and short term programmes to management to be more flexible in its bridge the skill gaps & deficiencies. practices. 4. Corporate downsizing 2. Work-force Diversity Whenever an organization attempts to In the past HRM was considerably simpler delayer, it is attempting to create greater because our work force was strikingly efficiency. The premise of downsizing is to homogeneous. Today’s work force comprises reduce the number of workers employed by of people of different gender, age, social class the organization. HRM department has a very sexual orientation, values, personality important role to play in downsizing. HRM characteristics, ethnicity, religion, education, people must ensure that proper language, physical appearance, martial status, communication must take place during this lifestyle, beliefs, ideologies and background time. They must minimize the negative effects characteristics such as geographic origin, of rumors and ensure that individuals are tenure with the organization, and economic kept informed with factual data. HRM must status and the list could go on. Diversity is also deal with actual layoff. HRM dept is key critically linked to the organization’s strategic to the downsizing discussions that have to direction. One means of achieving that is take place. through the organization’s benefits package. 5. Continuous improvement programs This includes HRM offerings that fall under Continuous improvement programs focus on the heading of the family friendly the long term well being of the organization. organization. A family friendly organization is It is a process whereby an organization one that has flexible work schedules and focuses on quality and builds a better provides such employee benefits such as foundation to serve its customers. This often child care. In addition to the diversity involves a company wide initiative to brought by gender and nationality, HRM must improve quality and productivity. The be aware of the age differences that exist in company changes its operations to focus on today’s work force. HRM must train people of the customer and to involve workers in different age groups to effectively mange and matters affecting them. Companies strive to to deal with each other and to respect the improve everything that they do, from hiring diversity of views that each offers. In quality people, to administrative paper situations like these a participative approach processing, to meeting customer needs. seems to work better. Unfortunately, such initiatives are not

something that can be easily implemented, 3. Changing skill requirements nor dictated down through the many levels in Recruiting and developing skilled labor is an organization. Rather, they are like an important for any company concerned about organization wide development process and competitiveness, productivity, quality and the process must be accepted and supported managing a diverse work force effectively. by top management and driven by Skill deficiencies translate into significant collaborative efforts, throughout each losses for the organization in terms of poor- segment in the organization. HRM plays an quality work and lower productivity, increase important role in the implementation of in employee accidents and customer continuous improvement programs. complaints. Since a growing number of jobs Whenever an organization embarks on any Research Paper IJRAR- International Journal of Research and Analytical Reviews 50 [ VOLUME 2 I ISSUE 1 I JAN.- MARCH 2015 ] E ISSN 2348 –1269, PRINT ISSN 2349-5138 improvement effort, it is introducing change A very substantial part of the modern day into the organization. At this point workforce are the contingent workers. initiatives Contingent workers are individuals who are dominate. Specifically, HRM must prepare typically hired for shorter periods of time. individuals for the change. This requires clear They perform specific tasks that often require and extensive communications of why the special job skills and are employed when an change will occur, what is to be expected and organization is experiencing significant what effect it will have on employees. deviations in its workflow. When an organization makes its strategic decision to 6. Re-engineering work processes for employ a sizable portion of its workforce improved productivity from the contingency ranks, several HRM Although continuous improvement initiatives issues come to the forefront. These include are positive starts in many of our being able to have these virtual employees organizations, they typically focus on ongoing available when needed, providing scheduling incremental change. Such action is intuitively options that meet their needs and making appealing – the constant and permanent decisions about whether or not benefits will search to make things better. Yet many be offered to the contingent work force. companies function in an environment that is No organization can make the transition to a dynamic- facing rapid and constant change. contingent workforce without sufficient As a result continuous improvement planning. As such, when these strategic programs may not be in the best interest of decisions are being made, HRM must be an the organization. The problem with them is active partner in these discussions. After all that they may provide a false sense of its HRM department’s responsibility to locate security. Ongoing incremental change avoids and bring into the organization these facing up to the possibility that what the temporary workers. As temporary workers organization may really need is radical or are brought in, HRM will also have the quantum change. Such drastic change results responsibility of quickly adapting them to the in the re-engineering of the organization. organization. HRM will also have to give some Re-engineering occurs when more than 70% thought to how it will attract quality of the work processes in an organization are temporaries. evaluated and altered. It requires organizational members to rethink what 9. Decentralized work sites work should be done, how it is to be done and Work sites are getting more and more how to best implement these decisions. Re- decentralized. Telecommuting capabilities engineering changes how organizations do that exist today have made it possible for the their business and directly affects the employees to be located anywhere on the employees. Re-engineering may leave certain globe. With this potential, the employers no employees frustrated and angry and unsure longer have to consider locating a business of what to expect. Accordingly HRM must near its work force. Telecommuting also have mechanisms in place for employees to offers an opportunity for a business tin a high get appropriate direction of what to do and area to have its work done in an area what to expect as well as assistance in dealing where lower wages prevail. with the conflict that may permeate the Decentralized work sites also offer organization. For re-engineering to generate opportunities that may meet the needs of the its benefits HRM needs to offer skill training diversified workforce. Those who have family to its employees. Whether it’s a new process, responsibilities like child care, or those who a technology enhancement, working in teams, have disabilities may prefer to work in their having more decision making authority, or homes rather than travel to the the like , employees would need new skills as organization’s facility. For HRM, a result of the re-engineering process. decentralized work sites present a challenge. Much of that challenge revolves around 8. Contingent workforce training managers in how to establish and

Research Paper IJRAR- International Journal of Research and Analytical Reviews 51 [ VOLUME 2 I ISSUE 1 I JAN.- MARCH 2015 ] E ISSN 2348 –1269, PRINT ISSN 2349-5138 ensure appropriate work quality and on-time best ways of reaching them. This trend has completion. Work at home may also require already caught on, and in 2014 would become HRM to rethink its compensation policy. Will the norm. The pre-requisite is the need to it pay by the hour, on a salary basis, or by the capture customer knowledge at every job performed. Also, because employees in interaction, accurately. That customers want decentralized work sites are full time to be known for, and to be recognized, for employees of the organization as opposed to past purchases makes this task all the more contingent workers, it will be organization’s important responsibility to ensure health and safety of  Marketers will need solutions that the decentralized work force. integrate massive amounts of disparate and

10. Employee involvement new data quickly, and also cutting-edge For today’s organization’s to be successful, tools that would help them cull relevant there are a number of employee involvement insights from the data, to get a 360-degree view of customers. concepts that appear to be accepted. These are delegation, participative management, 2. Optimizing loyalty programs work teams, goal setting, employee training It five times more to acquire a new and empowering of employees. HRM has a customer than to retain an existing one. In significant role to play in employee the age of hyper-competition, marketers are involvement. What is needed is demonstrated increasingly trying to retain their existing as well as supportive customers. Also, in the age where social management. Employees need to be trained media supersedes all other marketing efforts, and that’s where human resource marketers also seek to convert customers management has a significant role to play. into brand advocates, who can offer credible The emphasis laid down by HR Managers reports through the social media. The way to today is based on: realize such goals is loyalty programs.  Policies: HR policies based on trust,  Marketers now seek to openness, equity and consensus. innovate and offer new loyalty programs  Motivation: Create conditions in distinct from the much-hackneyed special which people are willing to work with promotional offers and discounts. They will zeal, initiative and enthusiasm; make approach the task by sharing value with the people feel like winners. customers, and thereby make them a  stakeholder of the process Relations: Fair treatment of people and prompt redress of grievances 3. Quantifying Investment would pave the way for healthy work- Competitive pressures force a justification in place relations. terms of return on investment for every  Change agent: Prepare workers to initiative. In customer relationship accept technological changes by management, the marketer first estimate the clarifying doubts. customer lifetime value using available  Quality Consciousness: Commitment customer insights, and then chalk out an to quality in all aspects of personnel effective lifecycle management strategy based administration on the perceived value the customer would Current Trends in CRM: provide to the enterprise. 1. Driving Customer Relationship  Marketers are now more likely to Management through Deep Analytics undertake a cost/benefit analysis rather The aim of any business function is to than apply industry best practices to all and maximize revenue and margin, and customer sundry simply because such practices works relationship management is no different. and are the latest fad.

Thanks to the big data boom, more and more 4. Focus on Culture marketers are looking to analyze in-depth the Improved customer relationship behaviors and needs that characterize their management requires optimizing customer most valuable customers, and identify the experience at all points they interact with Research Paper IJRAR- International Journal of Research and Analytical Reviews 52 [ VOLUME 2 I ISSUE 1 I JAN.- MARCH 2015 ] E ISSN 2348 –1269, PRINT ISSN 2349-5138 customers. Marketers are now trying to chalk CONCLUSION: out effective strategies to further this end, the importance of Human Resource factors based on a combination of customer with customer Relationship. we should apply expectations and the relative value of each these and pay more attention ,because if we customer segment. That good customer want to be powerful in every business ,we engagement requires robust processes and should satisfy our customers. To satisfy technology is already known. customers we should satisfy our employees.  What marketers are slowly but Because they are dependent on each others. surely discovering now is that Customer relationship management as an culture plays a very important factor as integral part of the overall business strategy. well in offering a unifying experience across Customer relationship management is a different and often diverse touch points. complex process because it raises the host of This culture may reflect in the website as challenging business issues that lie at the the customer is able to speak or chat to a interface of all over the business. Thus, in this customer support executive and get direct era of increased competition, in order to answers, rather than search around the proper, it has now become imperative for the website for information. The same culture industry to focus on developing long-term would reflect in the customer being able to relationships with their customers. CRM voice a compliant directly to a customer impacts that business path is a continuing service executive rather than pile up agony source of debate in the world of corporate pressing buttons for 30 minutes only to be management. There is a close relationship timed out, when calling the complaint between. Human Resource Management and helpline. Customer Relation ship Management. (HRM &

5. Co-opt Strategic Partners CRM) in every organization or in enterprise. Outsourcing is here to say, and those willing The CRM and increasing it depends on to tread this route can realistically reap the employee's morals and efficiency. If we have rich rewards that comes from the tasks being a good HRM system, we can strongly improve our CRM. undertaken by professionals qualified in their domain of expertise and who know what they REFFERENCES: are doing. Outsourcing customer relationship  Human Resource Management. Rey mond management and related tasks to a strategic  A.Noe, John.R.Hollenbeck.Bary.Hant partner would allow the company to MC.G.Hill.Second edition.2005. concentrate on their key business functions,  Human Resource Management without being distracted by the tremendous Dr.E.Saadat.2005. amount of time and effort it takes to get this  An introduction to CRM. Daniel & Martin. critical function right. Mar 2004  WWW.SALESFORCE.COM  Marketers will use

marketing partners, thus helping the

company acquire a valuable and strategic ally who adds strength and punch to the company’s thrust to the marketplace.

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