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10548 Origin of CRM

CRM originated in early 1970s when the business units had a manifestation that it would be advisable to become ‘customer emphatic’ rather that ‘product emphatic’. Birth of CRM was because of this heedful perceptiveness. The famous writer and management consultant Peter Drucker wrote; ‘The true business of every company is to make and keep customers’. […]

10684 Practicing Socially Responsible Practices Internally

In previous articles, we have seen how companies need to adopt CSR as a business need and imperative. The role of media and advocacy groups was discussed as well. In this article, we turn to a crucial but often neglected aspect of a company’s social responsibility i.e. the need to be socially conscious with its […]

12523 Broadcast Advertising – Radio, Television and Internet

Generally speaking, broadcast advertising is radio, television, and Internet advertising. The commercials aired on radio and televisions are an essential part of broadcast advertising. The broadcast media like radio and television reaches a wider audience as opposed to the print media. The radio and television commercials fall under the category of mass marketing as the […]

10546 Orientation of Customers

Orientation of customer means how the customer’s preferences are possessed or in what areas of business the customers are conscious. A customer can be cost oriented, value oriented or technology oriented as discussed below: Cost Oriented Customers- A cost-oriented customer focuses on least costs products and is ready to compromise on efficacy, performance and quality. […]

9287 Factors Involved While Deciding New Product or Service

Introducing a new product in the market requires meticulous planning and relevant ideas put together after several rounds of discussions and brainstorming sessions among employees associated with the organization. There are several factors which go a long way in deciding how and when a new product should be launched so that it is not only […]

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Human Resources are those constituents of an organization that take care of the human facets and needs of all employees within that organization. Key functions of HR in an organization are-

  • Employee recruitment and selection.
  • Compensation calculation and reward program management.
  • In-house training for all employees according to skill sets.
  • Performance calculation and managing employee behavior.
  • Portfolio management and area location management.
  • Transformation and change management.
  • Structuring hierarchy of employees.
  • Employee relationship management.
  • Hiring Campaign management.

Employees are the significant assets and the primary promoters of profitable business for an organization. Hence, apart from managing clients and customers for business purpose, it’s a decisive responsibility of an organization to manage and fulfill all needs of its own employees.

It would be improper to say that a CRM system is only used to manage clients and customer; most of the HR heads or managers are using CRM technologies for managing company’s human capital. This approach is called as Employee Resource Management (ERM). An ERM is a business process that fills gaps between an organizations and its employee to create a strong emotional and professional bonding among them.

A well integrated ERM provides a committed information base system for all Human resources. This is termed as Human Resource Information System (HRIS) in most of the renowned organizations which provides a better interface for HRs to deal with internal employees and screens all problems associated with relationship among organization and employee. Some of its features are listed below-

  • Profile Management- A profile management technique is used to manage profiles of all the employees which contain the entire employee related information which is also exposed to the employees in HRIS tool. Employees are allowed to change or edit some of this general information whenever there is a need.

  • Payment/Compensation- Details regarding employee payroll and employee branding can be easily managed under this. An employee can see all the payroll related features and the salary statements can be automatically mailed to every employee.

  • Training- Notification to attend online and manual training can be easily distributed within the organization. These can be online tracked for internship which can be optional or mandatory.

  • Leave Management- Employee have a dedicated portal for applying or notifying for leaves. They just have to apply for leave through this portal and the information is escalated to his/her manager. The manager has the option for approving or rejecting this application online. The applied leaves get deducted from the bundle of employee’s annual leaves automatically for which he gets email notification regularly.

  • Meetings and Certifications- Managers and employees have the facility to online schedules of meetings or to book available meeting rooms. A notification is sent automatically to all the attendees informing them to be present in the meeting on the specified timings and venue. All the employees also have the facility to complete or attain online certifications as and when needed.

  • Generate online Letters and data- The human resource managers or executives have the zeal to furnish offer letters or response letters online to the newly joined employees. There is no need for the new employees to re-enter their respective information again and again whenever needed.

  • Online Alerts- Online alters are generated whenever any employee have something due. For example, employees are used to get these alerts automatically when they need to complete any survey or review or when there is a need to renew any software license.

  • Export/Import facility- Every employee does have the deftness to export or import any sort of data available on the portal to and from an excel sheets or comma separated files (CSV files).

An organization is always benefitted by Employee Relationship Management if it is implementing it with CRM strategies with clear rules and guidelines. For an organization an upright and healthy relationship with employees always acts as reciprocal commutation and leads to betterment of both.

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