Verizon VP on the Role

¶ … Verizon VP on the role of CRM on customer satisfaction is one that can create organizational conflict at the managerial level as well as the other levels of the organization if not addressed immediately. It is a fact that managers must have different opinions on various moves and strategies that an organization employs. At Verizon, we clearly see that all the VPs have a legitimate concern on how CRM technology is being handled. As an expert in organizational operations, I strongly feel that it is wise for a level ground to be sustained for all the views and opinions of the VP to be adequately addressed.

The very first point I want to raise is that customer satisfaction should be the driver of all CRM as well as organizational activities. This view reiterates the opinion of Verizon CEO, Ivan Seidenberg when he delivered a speech titled "Customer Satisfaction Is the Most Important Thing" to the Cellular Telecommunications Industry Association (CTIA) Annual Conference on April 1st, 2009 in Las Vegas, Nevada (Seidenberg,2009). Instead of arguing on whether VP Blue's opinion of technology being a savior is right or if VP Green's opinion that Verizon is overlying on technology is wrong, we must first of all ask ourselves the reactions of the customers to specific CRM functions. CRM is a very important element of any organization. This is because it affects customer loyalty (Lawson-Body and Limayem,2004) and customer retention (Ghavami and Olyaei,2006) among other equally important roles. It is worth noting that the concept of CRM . It is important to see how much expenses are dedicated towards the CRM technology and the responses that the system elicits from the customers. A simple way of gauging the effectiveness of a CRM function such as the one for tracking lost phone is to conduct an audit of its success rate from customer response. An overwhelmingly positive response on its usefulness means that Verizon must invest heavily on the CRM technology. Verizon must continue to invest in CRM since the benefits implementing it are far better than not implementing it. For an organization to retain its customers, it must invest on certain key technologies such as CRM. Verizon must never stop investing on CRM since it is one of the tools that can help it gain competitive advantage (Suresh,2002)

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