As one research that points out precaution risks to the implementation of customer relationship management has been looked, it is just right that another research that brings out opportunities associated with the customer relationship management model in terms of new media. In this regard, the research by Katrina J. Hubbard and George S. Day, 2002 is studied. Among other focuses of the researchers, they research into when and why the internet is an opportunity in customer relationships. Under this particular aspect of their research, a part presented as ‘attributes of the firm’ in relation to the use of internet shall be discussed. The researchers outline three major attributes, which are presented and briefly discussed below:
(A) Strategy and capabilities: It researchers advocate the need for strategies to be developed out of the use of internet if customer relationship managers are going to have total benefit of the new media. This is indeed in the right call as the internet does not present an automatic advantage to all organizations but to those who prepare for it. In the midst of building strategies, it is admonished that the strategies be drafted in such as way that they can be cushioned by the capabilities of any organization in questions.
(B) Prowess with CRM Technology
In order to make technology and for that matter new media a central part of the organization, the research reveals that it is important to resource all stakeholders in the organization including all staff to be abreast with the utilization of the technology. Most certainly it is when the staff and other stakeholders have greater prowess over the use of the new media that they can tap its advantages to benefit the customer.
(C) Demographics: Demographics are important in two major ways and that is according to the research. These two ways are market share and number of employees. A good understanding of an organization’s market share is a sure way of appropriately demarcating resources to cover them all. Factoring the number of employees also helps in coming up with workable human capital and human capacity building programs that meets the individual needs of the human resources of the organization.