Correct Answer - Option 4 : program initiatives
In Hugh Wilson's scheme of customer relationship management, 'program initiatives' refers to the clear plans for future progress to achieve long-term goals.
Hugh Wilson's scheme of customer relationship management puts an emphasis on the way management should control customer relationships. He was of the opinion that different users of a system would be involved in designing the CRM strategies in a firm. A lot of importance was put on the way the system of a firm has to design its parts and subparts. He was of the view that "The people that are going to use the system are very important for the success of a CRM project." In this scheme, he has put in the following steps of CRM:
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Business Objectives- These refer to the ultimate objective that an organization is set up with. All the departments and processes are aimed towards the achievement of the overall objective of the firm. The resources are integrated for achieving the final goal. Profit-maximizing is mostly the ultimate objective of a firm.
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Departmental plans- The overall goal is disintegrated into smaller achievable plans. These plans are attributed to each department leading to the ultimate objective.
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Technology- Technology is the use of resources in a manner that best suits the enterprises' objectives. The use of technology helps to achieve the goals faster and in an efficient manner.
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Program Initiatives- These are the plans which are designed for the future progress of a firm. These initiatives are in accordance with the overall objective of a firm. They are specially aimed to achieve the long-term goals of the organization.