# data[].attributes.body
Clients/Consumers

People who will make the business grow through their interest and involvement. They play a big role and is the priority of every business.

Customer Service Representative

A manager and a leader to those whose work involves communication and interacting with customers.

Call center customer support

They answer calls and address specific issues/concerns the customer has.

Online customer support

Associated with technical concerns that customers have.

# data[].attributes.body
There are many individuals within this study that are to be affected by the situation. They may be affected differently, as it is based on their position in this study. The consumers are affected as they are those who receive the product or service and the feedbacks come from them. Since we are dealing with customer service, Customer service representatives takes a huge role in this as they help customers & take note of their feedbacks regarding the product or service. They help their customers in understanding their product or service as they are those who are tasked to answer questions of the customers. In terms of problem with computers or technicalities, technical support representative is present in determining how to address the issue and how can it be fixed. Lastly, The business and partner companies (if applicable) as they decide on the next step to take for the business and improve the state of the business.

# data[].attributes.headline
Who is the decision maker/main mover in the situation?

# data[].attributes.subject
Who is the decision maker/main mover in the situation?

# data[].attributes.body
The clients or consumers serve as decision makers in this situation, as feedback could be received from them. With the given feedback, the business will be able to build a plan for the next step. Another decision maker is the customer manager support as they ensure that the customers are satisfied. Their role is to provide customer service by leading and motivating the customer service team, developing loyalty programs, & creating customer satisfaction goals.

# data[].attributes.body
The recruitment market can have a big impact on a business, before improving customer service, a business should improve in leadership and encouraging their employees. This will not
only retain loyal customers but will create trustworthy and reliable employees. Having unity within a business will result in success outside a business.

http://www.pondiuni.edu.in/storage/dde/downloads/markiv_crm.pdf

# data[].attributes.headline
What do we know about the problem or phenomenon?

# data[].attributes.subject
What do we know about the problem or phenomenon?

# data[].attributes.body
The application of customer service, mainly loyalty and retention, will gradually help a business to improve, considering that the main focus is customer satisfaction. The product/service offered to the customer will not be the only aspect the customer will remember but their experience to retain the loyalty of consumers or gain potential customers.

https://www.researchgate.net/publication/235791092_Study_of_the_effects_of_customer_service_and_product_quality_on_customer_satisfaction_and_loyalty

# data[].attributes.headline
What are the assumptions about this problem/ phenomenon 2 that should be considered or scrutinized?

# data[].attributes.subject
What are the assumptions about this problem/ phenomenon 2 that should be considered or scrutinized?

# data[].attributes.body
The level of satisfaction of every customer may be different, therefore some of the customer's satisfaction may not be reached and there could be a possibility wherein we won’t able to receive the feedback that we expect from other customers.

# data[].attributes.headline
When did the problem occur? Or When does the phenomenon occur?

# data[].attributes.subject
When did the problem occur? Or When does the phenomenon occur?

# data[].attributes.body
The strategies are applicable when a business is receiving negative feedback or if sales deteriorate in time. The problem occurs when there are no improvements in the product or service of a business. As it was mentioned by Tinnsten (2013), during the process of a CRM cycle, there are scenarios that these present such as customer profitability varies; not all customers are equally desirable. Customers vary in their needs, preferences, buying behavior, and price sensitivity. Lastly, by understanding customer drivers and customer profitability, companies can tailor their offerings to maximize the overall value for their customer portfolio.

Information retrieved from: https://www.diva-portal.org/smash/get/diva2:691757/fulltext01.pdf

# data[].attributes.body
Once we are able to see that the customers are satisfied and their trust is built with the company which makes them come back as a loyal customer

When the customers’ needs and wants are attended before the company proceeds to innovate their products.

# data[].attributes.headline
Where does the problem occur? Where does the phenomenon occur?

# data[].attributes.subject
Where does the problem occur? Where does the phenomenon occur?

# data[].attributes.body
According to Nguyen (2012, p.56), there is a dark side of customer relationship management, including problems in customer satisfaction and customer loyalty. These factors are related to the ambiguity of what constitutes good firm-customer relationships, which may lead to negative perceptions. The problem occurs when  businesses receive negative feedback from their consumers and business fails to meet the customer’s expectations in regards to latency, service quality, and overall customer experience. An example of this, could be the lack of necessary tools  in order to address the problem of the consumers. Overall, the factors that was mentioned are really necessary in completing a CRM cycle.

Information retrieved from https://link.springer.com/article/10.1057/dbm.2012.5

# data[].attributes.headline
Where was it solved or addressed before? (referring to countries or situations where phenomenon was investigated or described)

# data[].attributes.subject
Where was it solved or addressed before? (referring to countries or situations where phenomenon was investigated or described)

# data[].attributes.body
This problem was addressed at Kuwait, specifically Kuwait Airways. Based on Hawary and Aldaihani (2016, p. 201), their study tackled the impact of Customer Relationship Management on the innovation capabilities of Kuwait Airways. The results of the study shows that there is a statistical impact of CRM dimensions (information sharing, customers' involvement, long-term relationships with customers, joint problem-solving and technology-based CRM) on innovation capabilities of the company.

# data[].attributes.body
The similar situation happened with the Starbucks Company. The starbucks loyalty program represents all the components of present day successful CRM. While it has been able to attain the three objectives of CRM, it had also been able to go over and past by paying attention to all the components of customer loyalty.  Being able to earn stars through reading the New York Times proves that Starbucks is mindful to their consumers’ lives beyond their Starbucks visits and is therefore customer centric. Considering optimizing ease of purchases through the effective implantation of the versatile payment option appears that Starbucks includes a client mind-set, but is also focused on expanding buys and benefits. Starbucks has clearly considered all aspects of a successful customer relationship management show and will proceed to encounter record breaking benefits and customer growth.

Andrewnsmith. (2015, November 09). Why Starbucks Wins at CRM. Retrieved September 21, 2020, from https://marketingdiscussions.wordpress.com/2015/11/09/why-starbucks-wins-at-crm/

# data[].attributes.headline
Why does it occur? (ask this question at least 5 times to try to get to the bottom of the phenomenon)

# data[].attributes.subject
Why does it occur? (ask this question at least 5 times to try to get to the bottom of the phenomenon)

# data[].attributes.body
It occurs when the number of competition is raised, there are dissatisfied customers or when there is still room for improvement by basing it on sales and feedback. For example, when H&M trended because of the affordable clothes and because they keep up with the latest trends, their sales grew from 2008 until the year 2017.

Information was retrieved from: https://www.statista.com/statistics/252190/gross-sales-of-the-h-und-m-group-worldwide/

# data[].attributes.body
The research problem is important as this is where researchers could base their plans on improving the implementation of the CRM cycle of a business, and how they could retain loyal customers with their feedbacks. This study could help analyze customer feedbacks of a business on or before they start the process of innovation on their products or services. According to Nguyen (2012, p.56), there are great benefits and disadvantages that firms must consider. Along with this, the research problem is important as it helps a business identify and satisfy their customers' needs and wants. As the problem is solved, businesses may know what to avoid in order to successfully present their products and/or services.

# data[].attributes.body
The problem has not been solved yet as the research’s goal is to identify how customer service as a factor of CRM will benefit the customer satisfaction and the product/service innovation of a business. The goal of the study is to also identify the factors of customer service and how are these applicable for the study. Other articles only include how the general cycle of CRM works and how it benefits innovation. In example, the article of Tinnsten (2013) focuses on implementing the system of Customer Relationship Management. Another example is the article of Pishgar et al. (2013), as this article specifically focuses on the impact of product innovation on Customer Satisfaction and Customer Loyalty. Although, these factors are also important as these are to be considered in Customer Relationship Management.

# data[].attributes.headline
How could it be solved or investigated (phenomenon)?

# data[].attributes.subject
How could it be solved or investigated (phenomenon)?

# data[].attributes.body
The business should be up to date and keeping up with trends. For example, when flannels were trending towards millennials and gen z in 2015, H&M was filled with flannels with different colors and patterns.

# data[].attributes.headline
How can investigation into this be an opportunity?

# data[].attributes.subject
How can investigation into this be an opportunity?

# data[].attributes.body
The investigation on this problem will be able to benefit the business in so many ways. The CRM strategy which is customer service will help in innovating and improving our products to provide them better service quality and overall customer experience. The product or service may attract a certain group of consumers, as not all of the consumers' needs and wants are the same and may not be able to be attended to at the same time. Customer satisfaction and customer loyalty may be improved with this study as we gain a deeper understanding of what is the efficient strategy that will surely impact a business. Moreover, customer service is a tool in communicating the customer's needs and wants that will allow a business' growth.

# data[].attributes.headline
What has already been done to solve the problem? Or What has already been done to address phenomenon?

# data[].attributes.subject
What has already been done to solve the problem? Or What has already been done to address phenomenon?

# data[].attributes.body
There are many ways to improve a product but what makes a product better is the service that comes with it. There are two examples that could prove customer service can make a product more interesting and fun. For example, how genki sushi uses mini trains to serve their sushi, that makes it special. Another example is, how yabu refills every side dish in a meal you order.

# data[].attributes.headline
Pishgar, F., Dezhkam, S., Ghanbarpoor, F., Shabani, N., & Ashoori, M. (2013). The Impact of Product Innovation on Customer Satisfaction and Customer Loyalty.  Retrieved September 21, 2020, fromhttps://www.arabianjbmr.com/pdfs/OM_VOL_2_(7)/1.pdf

# data[].attributes.subject
Pishgar, F., Dezhkam, S., Ghanbarpoor, F., Shabani, N., & Ashoori, M. (2013). The Impact of Product Innovation on Customer Satisfaction and Customer Loyalty.  Retrieved September 21, 2020, fromhttps://www.arabianjbmr.com/pdfs/OM_VOL_2_(7)/1.pdf

# data[].attributes.body
Gil-Gomez, H., Guerola-Navarro, V., Oltra-Badenes, R., & Lozano-Quilis, J. A. (2020, January 21). Customer relationship management: digital transformation and sustainable business model innovation. Taylor & Francis. https://www.tandfonline.com/doi/full/10.1080/1331677X.2019.1676283

# data[].attributes.headline
Alipour, M., & Mohammadi, M. (april 2011). The Effect Of Customer Relationship Management (CRM) On Achieving Competitive Advantage Of Manufacturing Tractor. Global Journal of Management and Business Research, 11(5), 1-11. Retrieved September 20, 2020, from https://globaljournals.org/GJMBR_Volume11/5-The-Effect-Of-Customer-Relationship-Management.pdf.

# data[].attributes.subject
Alipour, M., & Mohammadi, M. (april 2011). The Effect Of Customer Relationship Management (CRM) On Achieving Competitive Advantage Of Manufacturing Tractor. Global Journal of Management and Business Research, 11(5), 1-11. Retrieved September 20, 2020, from https://globaljournals.org/GJMBR_Volume11/5-The-Effect-Of-Customer-Relationship-Management.pdf.