Features of Verbal and Nonverbal Communication

Features of Verbal and Nonverbal Communication Introduction Communication is extremely important in our life. Due to the need for protection, companionship and nourishment, our ancestors had communicated and gathered to form a community. Effective communication, both verbal and nonverbal communication helped us to become successful as an individual and species. Business relationships, interpersonal relationships, and also our physical and psychological well-being are shaped by the verbal and nonverbal communication. To nurture relationships and enhance positive communication, we have to understand the different features of verbal and nonverbal communication. Main Body According to Lucas (2014), verbal communication includes many forms of communication, such as written, words, signed or spoken. The news we read in the morning, the text message send by parents are both verbal communication. Language is the one which enable us to communicate rather than merely sounds. Besides, technology also allows us to communicate although we are far from each other. Verbal communication is often use to inform, either it is to impart knowledge or inform our needs. Besides, it is also use to correct a wrong. The words â€Å"I’m sorry†, is definitely more effective than action. Verbal communication deepens and creates new relationships and also provides an opportunity to debate. Robert M. Krauss, a professor in the Psychology Department at Columbia University had written an article with the title of The Psychology of Verbal Communication†. In the article, he said that â€Å"A species survival depends critically upon its ability to communicate effectively, and the quality of its social life is determined in large measure by how and what it can communicate. (Krauss, 2002) While nonverbal communication consists of body language such as facial expressions, gestures, posture and eye contact. It is coexists along with verbal communication. â€Å"Bodily Communication†, a book written by Michael Argyle, stated that the five main functions of nonverbal communication are reflect personality, express emotions, support verbal interaction, communicate interpersonal relationships and also perform rituals. (Argyle, 1975) Touch is a nonverbal communication that shows a person’s feelings, personal characteristics, as well as level of comfort. A timid handshake and a firm handshake; a warm hug and a loose pat on the back are both very different. The tone, pitch and volume of our voice are also nonverbal communication. Sometimes, the meaning of a person’s word is entirely different from the literal meaning, which is sarcasm. When a man trying to attract a woman, a playful wink is always more effective than saying a well-thought sentence. According to the paper â€Å"The Importance of Effective Communication† written by Edward G. Wertheim, Ph.D, mentioned that how verbal communication interacts with non-verbal communication. We can substitute, emphasize, contradict, reinforce, and complement our verbal communication with non-verbal cues such as expressions, gestures and vocal inflection. Baby use nonverbal cues while they still not able to speak. Belasco (2013) said that a 19-month-old baby, Matthew Orozco uses a few signs in American Sign Language (ASL) while communicating with his parents although he has no hearing impairment and has normal speech development. Signing is very important to children as it is the bridge to the verbal world. Why are we more likely to believe nonverbal behaviours than words when the two conflict? People often send conflicting verbal and nonverbal messages. When a nonverbal message conflicts with the verbal message, people will always believe the nonverbal message. As the saying said actions speak louder than words. Dr. Albert Mehrabian had written an article titled â€Å"Silent Messages† which he analysed the messages people send. The messages are divided into three parts, which are verbal, vocal and nonverbal. The actual words we use in message is the verbal part. Then, the vocal part is the tone while we speak. The message will has different meaning when we speak in sarcastic tone or sincere tone. While the nonverbal part of the message consists the physical aspects such as gestures, expressions, eye contact and posture. Dr. Mehrabian estimates that there are 7 percent of a message is verbal, and vocal is 38 percent. So, it means that 55 percent of a message is nonverbal, and it involve in each message in a few ways. (Mehrabian, 1971) Nonverbal cues have the functions of complement, regulate, repeat, replace, contradict, and accentuate our vocal and verbal messages. A message is complement by nonverbal cues via adding reinforcement to it. The intended message is supported by the nonverbal cues, for example, the distance between people. Most of the employees tend to stand nearer to their colleague compare to their boss. This does not express the message much by itself, but when it is coupled with a simple sentence such as â€Å"How are you?† or â€Å"Good morning†, it does. This shows that the employee is respectful and responsive and is not challenging the authority of the boss. Besides, by controlling the course of the discussion, nonverbal cues can regulate a conversation. For example, touching someone will be a signal that you wish to interrupt and wish to speak to that person. When a verbal message could stand alone but nonverbal cue is added to it, it is repeating the message. For instance, when someone told you some information and you said â€Å"I do not believe it† and at the same time you rolled your eyes, then the message is repeated. Actions speak louder than words; verbal can be replaced by nonverbal cues. For example, when an employee receives an unwanted assignment from the boss, the employee gives a few seconds of cold stares at the boss before returning to work instead of protest verbally or refuse the task. Contradict happens when the nonverbal and verbal messages carrying a totally opposite meaning. An example will be when an employee is looking bored and distracted while his or her boss is discussing about a boring topic, but the employee gives a comment such as â€Å"How interesting!† Accenting is used to punctuate part of a message, instead of giving the entire message a general support. It is different from complement a message. For instance, pounding fist on a table is accenting the verbal message. (College of DuPage, 1998) Stewart (2011) said that nonverbal communication is bound to culture and sex. In detail, different cultures and nationalities have different relative value of talk versus action, silence versus speech, the social role of gossip or small talk, and the role of rhyme, animation and exaggeration in speech. While male and female are different in emotional expressiveness, vocalics, eye contact, appearance and the need of personal space. So, the study of verbal and nonverbal communication always been done within a cultural or social context due to these differences. A study which carried out by the Buffalo State (n.d.) shows that nonverbal communication is separated into a few categories, which are kinesics, occulesics, proxemics, haptics, vocalics, chronemics, appearance, environments, artifacts, olfactics and synchrony. Kinesics, also called as body language, deals with the movement physically. Traditional linguistics principles are applied in the study to the whole body or to specific parts of a body, mainly the hands, face and arms. The eye and facial expressions, such as rolling of the eyes or arching of eyebrows as well as the posture of sitting and standing are also included. Kinesics is different depends on the culture. For instance, a Japanese may act less excited compared to a person from Mediterranean culture when expressing anger. The person from Mediterranean culture may use extensive body gestures and hand movements while the Japanese may just have a slight movements. Furthermore, usage of frowning, smiling giggling and others also included as kinesics, they are all different in different cultures. The sign language that counts on expressions and gestures is an alternative to spoken language, it is not kinesics. Kinesics is supported and reinforced by physical gestures and emblems to what is being said verbally. There are some emblems are universal, but some are differs in cultural, or even different interpretations between men and women. Uplifted shoulders and upturned hands that represents â€Å"I don’t know† which can be seen everywhere in this world is an example of universal emblem. An encircled thumb and forefinger would be an example of culture-bound emblem. In Japan, the gesture is interpreted as money; in France, it is interpreted as worthless; a curse in Arab; OK in United States; and in Brazil, Australia and Germany, it is an obscenity. Occulesics is dealing with eye behaviour as part of communication. Part of the occulesics deal with a dynamic eye movement versus a fixed or static gaze. The interpretation of eye contact is very hard to predict as it is interpret differently in different cultures. Direct eye contact is very common in the western countries, they look into other people’s eye about 70 percent of the time while listening and 40 percent while talking. While it is more common to look at other people’s throat while talking in Japan. Direct eye contact is considered as bad manners in Indonesia and China, so they are practice to lower their eyes. In Hispanic culture, it is a form of challenge and disrespect when look into other people’s eyes. However, it is common for both listeners and speakers to have direct eye contact for a long period in Arab’s culture, it represents that they are interested in the conversation. The usage of social space in a communication situation is termed as proxemics. The distance between people when they speak is one of the aspects of proxemics. The distance is from a public distance (more than 12 feet) to social or formal distance (4-12 feet) to personal or informal distance (18 inches to 4 feet), and intimate space (less than 18 inches). The effective use of space in social settings also being deal by proxemics, for example the arrangement of space in businesses and homes can encourage or inhibit communication. Other than the above, haptics emphasize on touching as one of the elements of communication. Haptics also vary in different cultures, just like other elements of nonverbal communication. For instance, the culture in Middle Eastern, Latin America and Mediterranean include a lot of social touching in their conversation, such as hand holding and embraces. So, they are categorised as high-contact cultures. In Northern Europe and North America, they only touch occasionally, such as back slapping and handshakes. They are considered as moderate-touch culture. In Northern Asian cultures, which considered as low contact culture, social touching is not always happen. But, for example, people in the nation of Philippines include a lot of social touching in their conversation. Haptics may vary although is in the same culture. For instance, the strength and length of handshakes depends on the intimacy level of the two people shaking hands. Vocalics or paralanguage, deals with vocal, or more emphasize it is referred as the nonphonemic qualities of language. The loudness, pitch, accent, tempo, tone, cadence, nasality, insofar and even the rate of speech are included in vocalics, all these carrying different meaning. Vocalics also vary in different cultures. For example, the practice of belching is accepted in different ways depend on the cultures. Other than that, the vocal qualifiers such as pitch, volume, tempo and rhythm also associated with different cultures. Speaking loudly represents sincerity in Arab culture, but it is considered as aggressive in North America. Chronemics is about the usage of time as a component of communication. Minutes, hours and days are categorised as formal time, while informal time includes seasons, lunar cycles and social customs. Chronemics includes specifics, for example the punctuality together with the forms of dominance or the deference during a communication situation. For instance, men are more likely to interrupt or dominate a conversation compared to women. Besides, chronemics also deals with arriving time to a social setting. Americans tends to arriving early for a business meeting but will be â€Å"fashionably late† for social activities. However, Sioux are very relaxed toward time as the word â€Å"late† is not even exists in Sioux language. Chronemics are divided into monochronemics and polychronemics. Monochronemic is define as doing one thing at a time, and is stress on agendas and promptness; while polychronemic means doing several things at a time, it emphasis on relationships. In North America and Northern Europe, monochronemic conversation is common. While people are more likely to use polychronemic conversation in Asia countries, Middle East, Latin America and Mediterranean. Appearance is dealing with a person’s physical appearance or look. It deals with the physical aspects such as hair colour, body shape, dressing which included accessories and clothing, skin tone and the use of appearance enhancement such as body tattoos and piercings. The public speakers in North and Western Africa are prefer to wear big sleeves and long robes so that they are able to raise their hands, they are looking bigger and more elegant as the extra sleeve cloth will slips through their arms and puffs up their shoulder. Environment is also very important in nonverbal communication, for example the physical space such as location, room size and colour, and accessibility. In a company, there are significant meanings about the size of desk and the design or location of the office. For instance, the most important people in a company will locate his or her office at the highest floor of the building. Furthermore, artifacts deals with the visible objects in communicative aspects, this may indicates a person’s status or even revealing the lifestyle of a person. For example, the choice of automobile is carrying much meaning about a person. However, artifacts always important in some cultures, for instance, rugs are prestigious in Arab. Olfactics is dealing with smell, such as the use of perfume and spices. In communication, the smell is more likely to be relevant when the people are closer. It is normal that a person get close enough to smell other people during a conversation in high-contact cultures such as Arab and Samoan. According to the teaching of Prophet, smell nice for others is a charity. So, it is known that Muslims and Arabian like to use perfume. Lastly, synchrony deals with the amount of coordination in the behaviour of people when their nonverbal cues are synchronise with another person, for example, mimicry, mirroring and also behavioural meshing. Lucas (2014) also mentioned that to enhance a person’s verbal communication skills, he or she needs to be an affective listener. The person needs to understand the point of view of another person, it is not just hearing. So, takes time think before speak to ensure that the information that expressed is correct. While to enhance nonverbal communication’s skills, a person needs to observe the facial expressions and intonations, body language, and also being aware of own feelings and physicality. Conclusion In a nutshell, communication is really significant in our daily life. Effective communication can only be achieve when all types of communication is proper used. No matter it is communicating verbally or nonverbally, both the sender and receiver need to understand the message. So, a sender should have good communication skills and the receivers should have good understanding and interpreting skills by understand the functions of both verbal and nonverbal communication. References Lucas, A., 2014. The Importance of Verbal Non Verbal Communication. [online] Available at: http://www.livestrong.com/article/156961-the-importance-of-verbal-non-verbal-communication/ [Accessed on 20 June 2014] Krauss, R. M., 2002. The Psychology of Verbal Communication. [online] Available at: http://www.columbia.edu/~rmk7/PDF/IESBS.pdf [Accessed on 21 June 2014] Argyle, M., 1975. Bodily Communication. York: Methuen. Belasco, J., 2013. Babies signing before speaking. The Star, 19 Sep. p.46. Mehrabian, Albert (1971). Silent Messages (1st ed.). Belmont, CA: Wadsworth. College of DuPage, 1998. Communication. [online] College of DuPage. Available at: http://www.cod.edu/Course/Mgt100/mgtcomm.htm [Accessed on 22 June 2014] Stewart,J., 2011. Bridges Not Walls. 11th Edition. McGraw-Hill. Buffalo State, n.d.. Verbal and Nonverbal Communication. [online] Buffalo State, The State University of New York. Available at: http://faculty.buffalostate.edu/smithrd/UAE%20Communication/Unit2.pdf [Accessed on 22 June 2014]

Fashion for a cause Essay

Having a ribbon on your outfit to support a cause is a thing of past. Today a brand needs to be more deeply involved with different social causes as well as provide us with fashionable clothes. But what is the primary motivation for a buyer in this scenario? Does he buy such products because he wants to support the social cause behind it or because of the product itself and the brand name it carries? Is it just a onetime buy? Is the consumer completely aware about the social concern the product is working for? Are the Indian customers ready to adopt such brands? Objectives 1. To understand if there is a direct relationship between the social concern factor and the brand equity of the product. 2. To know the primary motivation of the buyer of such brands. 3. To check the brand loyalty of these consumers for such brands. 4. To check if the consumers are aware of the social concern around which the product is being promoted. 5. To check if the consumers in India are ready to adopt such social brands. 2 CHAPTER 2 3 Review of Literature (Fernandez, 2013) ‘It is not how much we give, but how much love we put into giving,’ wise words by Mother Teresa. In today’s world that is fuelled by money, it is endearing to find people who try to fuel the world with love – and so, it is in this nature that companies have started to verge toward campaigns themed with more ‘selfless giving‘. In the past few years there have been a trend towards various noble causes: charity events, concerts, and other philanthropic endeavours brought about by various companies in a number of industries. There are also a wide a number of advocacies that include: AIDS, HIV, cancer, global warming, gay rights, and many others, in need of charitable donations. And while the whole idea of fashion-brands-going-the-extra-mile-for-a-better-cause may give us the warm feeling and a restored faith in humanity, there is still that quiet looming reminder that in the world of business, nothing comes free. (Times of India, 2013) Fashion may be used to promote a cause, for example, to promote healthy behaviour, to raise money for a cancer cure, to raise money for local charities, for example a Juvenile Protective Association, (Martin, 2013) or to raise donations for a children’s hospitals. (Sultan, 2011) â€Å"Most people do not take the time to donate to the charities yet a small donation can make a very big difference in another person’s life. The most important aspect of donating to charity is the fact that you will be helping out a needy person get basic human necessities improving a life in the process. † In today’s busy life not many people take out time to make donations and do charity work but everyone has time to buy new clothes and if buying these clothes can help someone in need wouldn’t that be worth it? (Singh, 2013) â€Å"The global appeal and charitable nature of stores like Being Human not only gives a unique shopping experience to the customers, but also gives them satisfaction of doing good. † The idea of following a film star always appeals to the masses. (Khan, 2013) â€Å"All fashion labels are about looking good, Being Human is also about doing good. † (Beig, 2013) â€Å"Wearing Being Human means you ‘look good, do good’ because you help people by the simple act of slipping on your clothes every day. † (Mandhana, 2013) â€Å"The ‘Being Human’ line is designed to offer comfort, quality and style while supporting an endeavour of good cause. † (Chase, 2009) In a study of how a clothing brand’s affiliation with a social cause would affect buyer’s spending habits the research team conducted a survey of â€Å"Generation Y† college students to find out how their support of an existing line of apparel, 7 For All Mankind, might change should the brand begin campaigning with, say, Breast Cancer Awareness. The study reported that both college men and women would hold such brands to a higher esteem in general, and 89% would likely switch from Brand A to Brand B if Brand B was associated with a socially/environmentally focused cause (assuming price and quality are held constant). Additionally, 72. 4% stated they had intentionally purchased a brand name product due to the fact that the brand was affiliated with a cause they agreed with. 4 (Markson, 2012) Purpose is being integrated into marketing efforts in more concerted ways and with favourable consumer response. According to Markson, the marketing world is coming to an understanding that purpose must carry as much weight in crafting an effective ad campaign as the traditional â€Å"Four P’s of Marketing†: Price, Placement, Product and Promotion. In the United States, after quality and price, social purpose (at 47 percent) ranks higher as a purchase motivator than brand loyalty (27 percent) and design and innovation (26 percent). In addition, if a brand of similar quality supports a good cause, 75 percent of consumers claim they would buy it and 76 percent claim they would recommend and share positive experiences about such a brand. Sixty-two percent of U. S. consumers say they would also switch brands if a brand of similar quality supported a good cause. Finally, U. S. consumers’ willingness to actually promote a brand that supports a good cause jumped 19 percent from 2008 (47 percent) to 2010 (66 percent). (Barkley Cause Survey, 2010) A full 88 percent of American men say it is important for a brand to support a cause. Such a finding points to a new masculine ideal taking hold, an evolution beyond the bad-boy tough guy ideal. American men are comfortable with having a good heart. Maybe they don’t want to wear it on their sleeve. But they do want to contribute through their purchases, and in fact a majority demands it, 55 percent of men said they would switch brands from a company that did not support a cause to one that did. (Storm, 2013) Fashion is fun, but sometimes it’s more than that. Certain brands answer to a higher calling than simply making shoppers look fabulous and consumers seem willing to pay extra for it. According to Nielsen’s Global Corporate Citizenship Survey, 46 percent of consumers are willing to pay more for products and services from companies that give back to society. (Nielsen, 2012) New findings from a Nielsen survey of more than 28,000 online respondents from 56 countries around the world provide fresh insights to help businesses better understand the right audience for cause marketers, which programs resonate most strongly with this audience, and what marketing methods may be most effective in reaching these consumers. In the study, respondents were asked if they prefer to buy products and services from companies that implement programs that give back to society. Anticipating a positive response bias, respondents were also asked whether they would be willing to pay extra for those services. For the purposes of this study, Nielsen defines the â€Å"socially conscious consumer† as those who say they would be willing to pay the extra. Two thirds (66%) of consumers around the world say they prefer to buy products and services from companies that have implemented programs to give back to society. That preference extends to other matters, too: they prefer to work for these companies (62%), and invest in these companies (59%). A smaller share, but still nearly half (46%) say they are willing to pay extra for products and services from these companies. These are the â€Å"socially conscious consumers,† as defined by and focused upon in this report. Sixty three percent of global, socially-conscious consumers are under age 40, they consult social media when making purchase decisions and are most concerned about environmental, educational and hunger causes, according to a new study from Nielsen, a leading global provider of information and insights into what consumers watch and buy. 5 6 Few of the brands I came across during my research: 2. 1 Sseko Designs Mission and Impact on Sseko Designs official webpage: Sseko Designs uses fashion to provide employment and scholarship opportunities to women pursuing their dreams and overcoming poverty. To date, they’ve enabled 33 to continue on to University. They provide employment (along with access to a comprehensive social impact program) to their team of 45 women in Uganda. And they do it all through a financially selfsustaining model. Issue 1: Female students, due to a lack of economic opportunity, are not able to continue on to university and pursue leadership positions in society. Solution 1: Sseko Designs provides employment during the 9 month gap between high school and university where high potential young women are able to earn and save enough money to pay for college tuition. 50% of their salary each month goes into a savings account that is not accessible until tuition is due. This ensures that their income goes towards education. This also protects the women in the program from the social pressure they often feel from their families to give away the money they are earning which can perpetuate the cycle of poverty. At the end of each term, Sseko Designs grants university scholarships that match up to 100% of the savings each woman has made during her 9 month session with Sseko. Issue 2: In a patriarchal and male dominated society, women are not afforded the same employment and economic opportunities as their male counterparts. Although 66% of the world’s labour is done by women, they own less than 1% of the world’s assets. As long as women are not afforded educational and professional equality, extreme poverty will continue to exist. Solution 2: For every dollar a women in a developing economy earn, she will reinvest 90% of it into her family. Empower a woman and you empower an entire community. In addition to providing employment to women working their way towards university, Sseko partners with women from all walks of life. Sseko employs university graduates who comprise the upper level management team. These are women that use their education, experience and voice to help shape their company. Sseko also works to provide employment for women who have aged out of the education system and have no other form of income generation. They partner with a local non-profit in Uganda that works with young women who have recently come out of the commercial sex industry. Providing stable, dignifying and fair wage employment is a key component to keeping women from entering back into prostitution. They believe that every woman has the capacity to end the cycle of poverty and that it can be done in a way that is fair, dignifying, honouring and life-giving. Issue 3: Although charities and non-profits play a vital and necessary role in all societies, sometimes charity and aid can play a negative role by enabling dependencies and damaging the local economies. Like any of us, our African friends need and desire opportunity, dignity, job creation and empowerment. Solution 3: Instead of treating the symptoms, they aim to address the deeper, underlying issues of extreme poverty. Although Sseko Designs has been built for the purpose of impacting a 7 specific social sector, they have chosen very intentionally to use a sustainable, self-sufficient business model to do this. Their hope is to help create industry and fair-trade with the belief that a large component of economic development lies in the business sector. They believe in the power of responsible consumerism. Instead of competing for limited donor dollars, they hope consumers will think about the story behind their â€Å"stuff. † If they considered the impact that each product they consume has on the lives of those who produced that product and chose to see consumerism as a force and opportunity for positive social change, they believe the world would be filled with beautiful products with even more beautiful stories. 2. 2 World Clothes Line Everyone loves the smell of a clean t-shirt. Or the feeling of a new sweatshirt, soft. Or the look of a brand new outfit, confident and ready to conquer the day. Yet every day, millions of people around the world do not have a clean change of clothes. No options. No choice. World Clothes Line is dedicated to helping them. World Clothes Line will match every item sold with a new item for someone in need. Therefore, when customers purchase merchandise for themselves, they also provide clothing for others. In January 2010, World Clothes Line was born. 2. 2. 1 Their Vision As given in their name, their vision is to clothe the world. At World Clothes Line, they give clothes to people who need them. Through the generosity of their customers and dedication of their team, they hope to spread their message and continually help others. Their â€Å"shoot for the stars† goal is to create an active clothing collection for every country of the world. 2. 2. 2 Their Clothes Their styles are basic: t-shirts, sweatshirts, pants. Their main concerns are functionality, protection, and comfort. The designs are unique. They find that most people are inspired by the world. Every World Clothes Line collection is designed specifically to reflect its country’s people and culture. World Clothes Line is a socially conscious brand. All items are manufactured sweatshop-free at fair wages with environmentally-friendly practices. 8 2. 2. 3 Why Clothes? Clothing is one of our most basic needs. It ranks among air, food, water, and shelter. Clothing provides protection from the elements, reducing the effects of sun exposure, wind rash, and frostbite. It also provides defence against diseases, many of which are spread through mosquitoes and other insect bites. Proper clothing contributes to cleanliness, comfort, ease of movement and overall health. The simple act of changing and washing clothes can prevent infection, chafing, skin disorders and the spreading of viruses. However, in cases of extreme poverty, clothing is often one of the first needs to be ignored. Statistically, more than one billion people in the world live on less than one dollar a day. Almost 2. 7 billion people (that’s 40% of our population) survive on less than two dollars per day. In such circumstances, daily necessities like food and water take top priority. Clothing, which can be reworn, therefore is reworn. Day after day. After day†¦ At World Clothes Line, they make clothes their number one priority. 2. 3 No One Without N. O. W: One At A Time No One Without water is their non-stop mission. Every product in a purchase provides clean water to one person for 25 years through a concrete Bio-sand filtration system and their partnership with Thirst Relief International. Studies have proven that these filters effectively remove more than 90% of bacteria and 100% of the parasites found in untreated water. Nearly one billion people lack access to clean water and each year 2. 5 million people die from contaminated water, 90% are under 5 years old. The World Health Organization has declared a worldwide water crisis among the world’s poorest people. Society has conditioned us to be overwhelmed with statistics and the quantity of need in the world. The easy thought process is to say â€Å"there’s too much and I’m only one person†. By taking one step at a time, one day at a time, one person at a time, they’re breaking down numbers and they believe in the power of one. 9 No One Without has aligned themselves with the Thirst Relief mission: â€Å"To overcome death and disease resulting from the consumption of contaminated water by providing safe, clean water to those in need around the world. † 2. 3. 1 Why Water? The solution to the clean drinking water need is found in the concrete Bio-sand filter. The Biosand filter has the ability to produce safe, clean drinking water from both contaminated surface water, and ground water sources. As a result, the simple yet affective technology provides a long-term, sustainable and economical drinking water solution to those in poverty stricken areas around the world. Thirst Relief International currently has Bio-sand filter placements in Brazil, Cameroon, Kenya, Rwanda, Tanzania, and Uganda. No One Without will follow Thirst Relief International around the globe on the quest for clean water. 10 2. 4 TOMS In 2006, American traveller Blake Mycoskie befriended children in a village in Argentina and found they had no shoes to protect their feet. Wanting to help, he created TOMS, a company that would match every pair of shoes purchased with a pair of new shoes given to a child in need. One for One. Realizing this movement could serve other basic needs, TOMS Eyewear was launched. With every pair purchased, TOMS will help give sight to a person in need. One for One. Over the past seven years, they’ve listened and learned with every pair of new shoes given. With the support of their amazing network of Giving Partners and the continued support of their community, they’ve reached this major milestone and proven that business can fuel good and sustain giving. They have seen remarkable results with shoe giving. Shoes are helping improve school attendance and enrolment. They’re combined with screenings to combat malnutrition. They’re given in conjunction with medication to fight hookworm. Further, their model is one that can work beyond shoes. Since they launched TOMS Eyewear, they’ve helped restore sight to more than 150,000 individuals around the world. And they look forward to finding new ways to help others. They currently make Giving Pairs in Ethiopia, Kenya, Argentina and China. Within two years, they will produce one third of their Giving Shoes in the regions where they give them. By producing more shoes locally they will create and support jobs in places where they are needed. They are testing production in India and are looking to expand manufacturing in Africa and other regions. In Haiti, they are in the early stages of getting production off the ground. They’ve also partnered with local artists to create a line of hand-painted shoes for their customers – helping create and support jobs in a place where they also give. And they’re looking to offer more styles that feature locally produced textiles. Their sight giving empowers communities and supports sustainable eye-care organizations in the developing world. They work with locally based organizations that train residents to provide professional care. So it’s an investment in clinics, people and even local jobs. 11 2. 5 Common Threadz Common Threadz is a non-profit organization helping orphans & vulnerable children in developing nations to reach their full potential through the empowerment of the children, their caretakers & the local grass roots community organizations that support them. 2. 5. 1 School Uniforms for Orphans & Vulnerable Children This was the first initiative that Common Threadz created in 2008. For every t-shirt or bracelet that they sell from their Shop to Help Store, they give a school uniform to an orphan or vulnerable child (OVC) so they can go to, or stay in school. Some of the children they care for had been refused schooling for not being able to afford a uniform. Uniforms are a requirement in most schools in Africa and they want to make sure that all these children have the chance to go to school, make friends and learn so that they can reach their full potential. Since the inception of this program, hundreds of uniforms have been handed over to OVC’s. Typically a uniform will last a year and so there is an ongoing need for uniforms. As the caregivers they continuously work to identify the OVC’s in need and as support for this program grows, they plan to hand over many more uniforms in the future. 2. 5. 2 Orphan and Vulnerable Children (OVC) Mentor Program They currently operate a mentor program in Obanjeni, South Africa. This program teams responsible and employed adults from the local community with orphans and vulnerable children (OVC’s) as role models on a one-to-one basis. Each of their mentors supports many children, meeting with each child for at least one hour per week. The mentors spend time helping with homework, chatting about personal hygiene, advising on healthy lifestyles and most of all, listening to the child. In some cases these mentors have come back to them to report abuse and a child has had to be moved to a place of safety and the police and social workers are called in. The mentors are their ears and eyes in the community. The program has rolled out with many young children and teenagers benefiting greatly. Still in its infancy, this program has been a great success and will be replicated and expanded moving forward. 2. 5. 3 The Feeding Program Common Threadz provides the funding and nutritional guidance for grassroots non-profit organizations in rural South Africa, such as Siyathuthuka Obanjeni, to provide daily meals to over 200 orphans and vulnerable children (OVC’s) that they have identified in the area. Proper nutrition is a fundamental need for the children to grow and learn and although the government says that it’s a child’s right not to go hungry, this is far from the reality for many thousands of children in South Africa. This program has grown from its inception last year when caregivers began to cook three meals a week for children after school. Now an employed cook prepares a cooked meal every day for the children to eat after school and in April 2010 they started to provide high protein porridge for the children to eat on their way to school, as the teachers have indicated that it is very difficult for the children to concentrate when they are hungry. 12 Once again this program has much room to expand and reach many more needy OVC’s but it would not be possible without the support of their customers. 2. 5. 4 Shoes for Kids This program complements the School Uniforms Programme by providing new school shoes to barefoot children in need, namely orphans and vulnerable children (OVC’s). School uniforms might give these children entrance to school, however many of them walk for up to four hours a day to go to school barefoot. A new pair of school shoes is usually the only new pair of shoes most of these children will ever receive and for most of them it will be the only pair of shoes they will own. All it takes is $10 to provide an OVC with a new pair of shoes so that they can go to school with confidence. 2. 6 Threads for Thought What began as a small business manufacturing and marketing graphic tee shirts that were made exclusively from organic cotton, gave back to charity, and promoted a cleaner environment, or advocated for peace, has grown into a complete lifestyle brand. They have never deviated from their primary mission, to promote a sense of responsibility for those who share this world with us, but rather than simply broadcasting that message on the front of tee shirts, the company has incorporated those principles into their very existence. 2. 6. 1 How their threads are sustainable Threads 4 Thought fabrics are made using the most sustainable materials possible such as organically grown cotton and polyester derived from recycled water bottles. Their fabrics are dyed using low impact dyes whenever possible & often the water used in the dye process is purified and then reused rather than being discarded. 13 2. 6. 2 Organic Cotton vs. Conventional Cotton ? ? ? ? ? ? ? Organic cotton is 90% less toxic than conventional cotton. Conventional cotton crops use more than 25% of all the insecticides in the world and 12% of all the pesticides while growing on only 2. 5 % of cultivated lands in the world. Organic cotton uses untreated seeds that are never genetically modified while conventional cotton uses genetically modified seeds, hurting the crops & soil over time. Organic Cotton plants stay strong through crop rotation and retain water efficiently due to increased organic matter in the soil. Conventional cotton plants use synthetic fertilizers. Organic Cotton fields use seasonal freezes and water management for defoliation. Conventional cotton does this through the use of toxic chemicals. Weeds are physically removed by hand hoeing and cultivation. Farmers use beneficial insects and trap crops to control pests. Conventional cotton uses a toxic aerial spraying technique. 2. 6. 3 Turning Plastic into fashion 1. The plastics are sorted according to colour and SNV plastics. 2. Next, the plastic goes through a sterilization process. Then, it is dried and crushed into chips. Next, liquefaction occurs under high temperatures, as a mixture of the recycled chips and some new plastic from petroleum derivatives are melted together to form a smooth, syrup-like material. 3. The first threads are formed when the liquefied material is forced through holes and exposed to air. The hardened threads, called tow, then go through a strengthening process. 4. The â€Å"drawing† process strengthens the molecular bonds of the tow; the tow is pulled to double their size and then shrunken. 5. The threads then go through a dryer where they develop a woolly texture. The texture is inspected for strength and thickness, and then spun into a finer yarn that is then ready to be dyed and knit into fabric. 14 2. 7 147 Million Orphans Profits from 147 Million Orphans are directed to the 147 Million Orphans Foundation, where they are given to Love+ 1 Projects and feeding programs. The 147 Million Orphans Foundation was created to impact the lives of children through the provision of food, water, and medicine. They invest directly in projects that help provide these basic needs to those who desperately need it, and most of their projects occur in Haiti, Honduras, and Uganda. As with any good foundation you must lay one brick at a time. Whether that is a medical clinic in Haiti, homes in Honduras, Water Wells in Sudan, or a store house full of food for Uganda, they want to show the love of Christ. The rebuilding of the wall in Nehemiah was accomplished by people just doing their part and helping others to do theirs. The Love+ 1 projects are steps in rebuilding, and they would love for us to be a part of the rebuilding. 2. 7. 1 During 2012 and 2013, the Love+ 1 Projects Included: ? ? ? ? ? ? ? ? ? ? ? ? ? ? Provided funding for over 100,000 meals for children in Uganda, Haiti, and Honduras Helped to build clean water wells in Sudan and Honduras Provided funding for HIV education and medicine in Uganda and Haiti Provided funding for a vehicle, appliances and kitchen construction for an orphanage in Haiti Funded the construction costs of 27 homes in Mt. Olivos, Honduras for displaced families. These 2 bedroom, concrete homes with running water are allowing families to remain intact and raise their children in a healthy environment. They are building a strong community, including a school and a weekly worship service. Provided over 150 cans of formula to an infant feeding & nutrition program in Haiti Raised $200,000 of the $250,000 needed for construction of the Love+ 1 Medical Centre in Gressier, Haiti where there are currently no medical or dental facilities available to the 35,000 residents. This centre will include a doctor’s office with a pharmacy, a dental office, an urgent care clinic, and an operating room. This clinic will be located on land adjoining a school that currently serves over 400 children. Raising the final $50,000 and beginning construction of the Love+ 1 Medical Centre in Haiti – a 5,000 square foot facility with medical and dental facilities for a community of 35,000 people with no medical care. The medical facility is expected to open in October 2013 with ongoing funding needs for supplies and equipment. Construction of a tilapia pond for the community of Mt. Olivos, Honduras. Completion of the construction of all homes in Mt. Olivos, Honduras. Formula for an infant feeding and nutrition program in Haiti Food and medicine to children in Uganda, Haiti, and Honduras Bedding and supply needs for an orphanage in Uganda Food to children in Tennessee through a weekly backpack program 15 2. 8 I Am A Star I AM A STAR is built on a solid foundation of trust and collaboration. It is rooted in the Somali diaspora communities’ leadership, and it makes room for the solidarity and creativity of motivated people everywhere. Together, they’re providing relief in Somalia, and shining a light on a culture of poets, artists, mothers and fathers, children, innovators, farmers, businesspeople. Each one, a star in his or her own right. Perched on the very tip of the Horn of Africa, Somalia has suffered two decades of hardship, violence and displacement. It’s estimated that 25% of the country’s population have fled their homes, traveling to Kenya and Ethiopia or to other parts of Somalia. Since the summer of 2011, the country has faced a crippling food crisis. Between 50,000 to 100,000 Somalis have died as a result. US Secretary of State, Hillary Rodham Clinton called it â€Å"the most severe humanitarian emergency in the world today-and the worst East Africa has seen in decades. † Thanks to the spirit and efforts of the worldwide Somali Diaspora and other compassionate individuals, organizations and governments, relief is getting to people who need it. Donors have looked past the negative imagery of Somalia in the media and sent their support. That support has saved the lives of mothers and fathers, children, poets, artists, innovators, farmers, businesspeople, human beings. But there is still so much that needs to be done in Somalia. The famine has ended, but 1 in 5 Somali children are still malnourished. 2. 5 million people are still dependent on food aid in order to survive. It will take an investment of time and great effort to shake off the legacy of 20 years of war and unrest in Somalia. The country has the world’s lowest rates of school enrolment, and experts estimate that 18% of children born in Somalia will not live to age 5. 2. 8. 1 With Support from: ? ? ? ? ? ? ? ? ? ? KNAAN 4Real IDEO Pivotal Labs Heroku Music for Relief Mataano Chef Roble & Co. Faarrow Mosaic 16 2. 9 Soles 4 Souls Soles4Souls is a global not-for-profit institution dedicated to fighting the devastating impact and perpetuation of poverty. The organization advances its anti-poverty mission by collecting new and used shoes and clothes from individuals, schools, faith-based institutions, civic organizations and corporate partners, then distributing those shoes and clothes both via direct donations to people in need and by provisioning qualified micro-enterprise programs designed to create jobs in poor and disadvantaged communities. Based in Nashville, Tennessee, Soles4Souls is committed to the highest standards of operating and governance, and holds a four-star rating with Charity Navigator. Founded in 2004, Soles4Souls is a global not-for-profit institution dedicated to fighting the devastating impact and perpetuation of poverty through the distribution of shoes and clothing. Soles4Souls distributes shoes and clothing in two ways. Most new items collected primarily from corporations and retailers are given directly to people in need, both in the U. S. and overseas. The organization has relationships with several of the world’s leading apparel brands, which provides Soles4Souls with new but non-marketable overstocks, returns, discontinued models and other shoes or clothing items. At the same time, Soles4Souls receives millions of articles of used shoes and clothing that have been collected by individuals, schools, faith-based institutions, civic organizations and corporate partners. After sorting items in its national warehouse system, Soles4Souls typically sells the used shoes and clothing, as well as some new items allocated by manufacturers, to carefully selected micro-enterprise organizations. These both private and non-profit companies are contracted to provide shipping, financing, inventory, training and other support to ultrasmall businesses in countries like Haiti where there are virtually no jobs to generate personal income. Through the collection and sale of used (and new) clothing and shoes, Soles4Souls helps create self-sustaining jobs that generate desperately needed revenues throughout those communities. The sale of footwear and apparel to support micro-jobs also provides the majority of funding to sustain Soles4Souls operations and further expand its donations of new shoes and clothing. 17 2. 10 FEED FEED Projects’ mission is to create good products that help FEED the world. They do this through the sale of FEED bags, be

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Identify all customers (both internal and external) and justify how this problem is linked to customer satisfaction. Measure phase – This phase involves trying to collect data to evaluate the current performance level of the process, and provide information for analysis and improvement phases (Yang and II-Haiku, 2009:37). Antonym (2006:240) explains that the following items should be considered during the measurement phase of the Six Sigma methodology: Determine the current performance of the service process (process yield, DEMO, short-term and long-term capability). We will write a custom essay sample on Operations Management Assignment or any similar topic only for you Order Now Decide what to measure (critical-to-quality characteristic – ACT), and how to measure. Establish a simple measurement system study (if applicable). Determine how well the process is performing compared to others through benchmarking exercise. Identify the strengths and weaknesses and determine the gaps for improvement. Analysis phase -? Many authors consider this phase as the most crucial because more often, people seem to omit it and jump straight to improvement phase (Cakes, 2003:42-43). In this phase, data is analyzed in order to discover causes of the problem, and to understand how to improve the process (Yang and II-Haiku, 2009:38). The following salient points (Antonym, 2006:240) must be looked at during this phase: Uncover the root causes of defects in processes. Understand the root causes of variability which lead to defects and priorities them for further investigation. Understand the nature of data and the distribution or patterns of data. Determine the key service process variables that may be linked to defects. Financially quantify the improvement opportunity (I. E. Estimate of potential financial benefits). Improvement phase -? This phase involves generating and selecting solutions for implementation of doing things better, cheaper or faster and thereafter calculating the new sigma level (Cakes, 2003:61 The improvement phase (Antonym, 2006:240) encompasses the following issues: Develop potential solutions to fix the problems and prevent them from recurring. Evaluate the impact of each potential solution using a criteria-decision matrix. Solutions hat have a high impact on customer satisfaction and bottom-line savings to the organization need to be examined to determine how much time, effort and capital will need to be expended for implementation. Assess risks associated with potential solutions. Validate improvement (I. E. Reduce defect rate or improve sigma quality level of the process) by pilot studies. Re-evaluate the impact of chosen potential solution. Control phase -? The purpose of this stage is to hold on to the improvement achieved from the improvement phase. Changes made in the improvement phase need to be documented (Yang and El-Haiku, 2009:38). How to cite Operations Management Assignment, Essays

Review of Customer Relationship Management †MyAssignmenthelp.com

Question: Discuss about the Review of Customer Relationship Management. Answer: Introduction The most successful businesses today persistently show the ability and willingness to identify, understand and meet the customer needs to retain positive business relation (Armstrong et al. 2015). Establishing long-term customer relationship is essential in attaining stability in the current dynamic market. The managers work towards formulating strategies that will empower their organizations to become customer-centric (Boulding et al. 2013). The customer-centric approach to increase customer satisfaction through aligning the customer-centered processes and strategies to the organizational objectives is the underlying concept of Customer Relation Management. CRM is a business strategy to optimize revenue, profitability and customer satisfaction through designing practices to anticipate insights to customer behavior and provide exceptional services (Khodakarami and Chan 2014, pg 28). An example of superior services to improve customer experience is through efficient and speedy respons es to the customer instructions, a position which can be accomplished through the introduction of service automation approach in the organization. National Australia Bank (NAB) is one of the largest financial institutions in Australia. It is a bank with the highest capital assets value in Australia and commands a large customer base in the banking sector (Sheridan and Jang 2012). The bank operates in over 1,500 branches in Australia, New Zealand and other countries around the world, serving over 12 million customers. The higher percentage of NAB revenues is earned from Australia operations which form 74% of the total revenue share according to 2014 bank financial results. With the remaining share of income received from the operations in other countries majorly in United Kingdom, New Zealand, and the United States. To prevail in the market as a leading provider of financial and banking services, National Australia Bank has shown commitment to developing its business through understanding and supporting customers to meet their needs. The bank strives to offer outstanding services to both its retail and corporate customers through competent, innovative and inclusive manner. As stated in their core values, that NAB is not only good for managing money matters but to its people too, this value is demonstrated through its devotion in giving specific solutions to the current customer requirements. SWOT ANALYSIS- CRM Approach by National Australia Bank This involves the analysis of the strategic factors within the business environment to enable the company leverage on its strengths and eliminate weakness in exploring the competitive market (Hollensen 2015). The below is the detailed analysis of NAB internal and external factors that may affect its performance in the market. The bank has a good brand name and stable financial position. National Australia Bank received an excellent reputation through being the first bank in the world to issue the green bond to the Climate Bonds Standard in 2014, for financing climate change solutions. The revenues and interest income information obtained from the bank's 2016 financial year result indicated an increase in cash earnings by $40 million (12.7% increases) compared to the 2015 economic figures. The net investment income increased with $19 million in the same year. It further shows a reduction in operating expenses by almost $28 million, 3.6% decrease from the previous resulting to a strong balance sheet (Sheridan and Jang 2012). The financial institution also offers a wide variety of products and services to the customers. The bank offers diverse products including asset management, business and consumer lending, deposit-taking, transactions services and favorable investment platforms. Besides, National Australia Bank provides its services and products to both retail and corporate customers around the globe. The bank revenue declined which hindering growth and development in the market. The noted decline in profit and revenue in 2016 financial year resulted from the reduced business performance in its subsidiary company Clydesdale Bank, currently known as CYBG in the United Kingdom. The bank recorded a profit of $352 million in the fiscal year 2016, a decrease of 5.6% from the previous year. The bank lacks global or international acclaim. National Australia Bank has not received any universal approval in the worldwide market. This implies that the bank has not made enough investments in the technology sector, which promotes innovations leading to global recognition. The global bank presence provides an opportunity to penetrate a broader market. National Australia Bank has expanded its services to other countries around the globe. The bank has branches in China, India, Japan, United Kingdom and the United States. Acquisitions and joint ventures ability of NAB to acquire other companies and form joint ventures to increase revenue have been illustrated in the purchase of Cash Service Australia Pty Ltd in Australia. The bank has a capacity to diversifying portfolio investments where the customers can access varied investment options including cash, bonds, stocks, real estate and mutual funds. The changing government regulations are expensive in the long-run. The increased workload for the employees and time-consuming factor to ensure compliance affects the usual business operations of the bank. A risky procedure which can negatively impact the company returns. There is stiff competition in the market. The existence of other banks such as HSBC, CITI group and standard chartered bank in the market have intensified the game since they offer almost similar products and services in the industry (Jimnez, Lopez and Saurina 2013). CRM Project objectives National Australia Bank is the leading institution in providing financial and banking services in Australia and other countries. The bank specializes in providing services in government, education, agribusiness and community sectors in the economy. In the process of supporting financial needs in the market, the bank adheres to its policy of creating a positive impact to customers, society, and other stakeholders. National Australia Bank is much dedicated to delivering first-class customer services to satisfy the client needs efficiently. This is a vital process which requires implementation of Customer Relationship Management applications in the company. Improved efficiency in customer service. The timeliness of customer services and the improved customer interaction under the CRM systems is a sign of quality services (Verhoef and Lemon 2013, pg12). Profit maximization. The increased efficiency experienced in the service sector as a result of automated customer service adds more value to customers. Hence higher customer satisfaction is encouraging a healthy business relationship resulting in more revenue generation (Cui, Wong and Wan 2012 pg. 360).The self-service approach also creates more free time to the bank staffs, allowing for shifts to other revenue-generating activities such as sales. The bank can reduce costs and save more resources which may be required for operations at customer service desk by reducing the paperwork and minimizing face to face customer interaction. Enhance customer loyalty. Apart from the quality services provided through CRM strategies, the system reduces the cost of transactions for the customers. This is a value-creating experience to encourage the customers to maintain a stable relationship with the bank. Project objectives detailed CRM provides instant reactions to the changing business environments (Nguyen and Mutum 2012)The use of high technology to develop CRM applications incorporated more concepts or ideas regarding the dynamic nature of the business hence the capacity to sustain the company in a competitive market. Personalized services. This promotes personalized customer experience making the customer feel recognized and valued in the organization. It also creates a convenient and reliable point of service to the customers. Boosts the company revenues. The result of using CRM systems is a tremendous decline in the company expenses, creating a positive net of return. Target the high-value customers and developing programs to increase their loyalty to the company. Selected CRM Suite and Analytical Capabilities Considering the competitive nature of the banking industry, NAB needs to acquire CRM application which will allow it to sustain competitive advantage in the market, the CRM application with the capacity to promote constant improvement in customer experience and ensure quality, convenient and competent services to customers. The best CRM software suggested to National Australia Bank to meet the bank-specific goals is the Oracle's Siebel Customer Relationship Management (CRM). The decision to select Siebel Oracle's CRM among other vendors or software was based on the following analysis: An examination and evaluation of the Siebel CRM system spearheaded by the project team in the bank. In particular, considering the impact the system will initiate in the customer service department, the core department in the banking industry. A comprehensive demonstration of how the Siebel CRM works to deliver fast services to the customers. The project team also carried out a comparison to other organizations that use the system, receiving positive feedback from all the agencies contacted. In the analysis, it was established that Siebel Oracle's CRM system could offer complete customer solutions from various points of customer requirements. That would deliver excellent customer experience. The selection of Siebel CRM was aligned to the visions and missions of the organization. It was found to be the most reliable system to drive the company goals and objectives. The detailed analysis contributing to the selection of Siebel CRM includes: Optimal resource deployment at the service centers. Fast and more efficient customer service. Speedy customer issue resolution. The Siebel CRM ensures the achievement of the above objectives through the following ways: The self-service initiated by the system does not require additional personnel at the customer service desk, contact centers and in any other service point. This lowers the costs of labor and increases revenue to the company. The mobile field services provided under the Siebel CRM system allows complete access to the customer information is making it not mandatory for the customers to visit the branches seeking for services (Grandhi and Chugh 2012, pg 390). Siebel Oracles CRM reduces complexity and the errors in service which might have been experienced through human interaction (Oracle International Corporation 2013).The system takes less time to serve the customer and is more accurate on executing the customer instructions. It also collects the performance data for the bank providing a platform for improvements especially in areas where the standard of quality service not met. The system is capable of monitoring the organization deliverables to ascertain whether it meets the set essential metrics to achieve objectives (Hsieh et al. 2012). It also Increases the speed of service delivery. Siebel CRM can access complete customer information or details to facilitate faster resolutions to issues arising from the customer side. Besides, it provides instant access to critical customer information anytime, anywhere to speed up the resolution process (Yang, Liu and Ni 2013). This is a guarantee of value creation to the customer at the point of service. Infrastructure Requirements For the Siebel CRM system to retain the information and knowledge about the customers, data gathering is a crucial process to help integrate the data from essential organization departments. The marketing approach required to identify and target customers to provide relevant information for integration in the system. Customer service considers critical requests and genuine complaints of the customers. Finance to determine the cost of implementing the CRM project. Since the organizational departments are interrelated, successful implementation of CRM occurs if all the units show commitment in developing such sustainable project. Each department must play its roles and responsibilities and efficiently communicate to achieve the overall benefit of the CRM program. Increases adoption rate. This is to help employees feel comfortable using the Siebel CRM system. The right training programs if developing will motivate the employees to use the CRM. Where there is a low rate of adoption, the CRM may be under-utilized resulting to company losses considering the high installation cost of the CRM system (Basarab and Root 2012). Improve knowledge of the Siebel CRM features. Training improves the employees' experience on the characteristics of the CRM application and develops an understanding of the system capabilities to enhance organization performance (Goetsch and Davis 2014). The employees are supposed to be trained on the use of Siebel CRM from fundamental to advanced functions to allow a deep understanding of CRM functional processes. Training implementation To achieve the training objectives, the National Australia Bank should ensure the following: Allocating adequate resources and time to the training program. Ensure that all employees from every organization department are well trained and to be competent enough to use the Siebel CRM system. Provide detailed information about the Siebel CRM project to help users understand the objectives of introducing the program and the changes that it may cause in the organization structure. The manager and the project implementation team to provide an opportunity for employees to ask questions on areas they do not understand in the CRM system. This will broaden their knowledge about the CRM and place them in a position where they can use the system more efficiently to realize desired results. Demonstrate to the employees the positive benefits arising from the practical use of the Siebel CRM. This will be a way of motivating them to embrace the purpose of this CRM system in the organization. Month 1 Management to select project team and provide guidance on the project Project team to be trained on the CRM application by a representative from the vendor- Siebel Brief introduction of CRM to staff Customization of Siebel program to NAB systems Data migration from the traditional data system to new CRM system Implementation of CRM software programs Month 2 Month 3 Establish initial staff training programs Month 4 Post analysis on the use of the CRM application by the vendor and the bank Review of the progress using the set metrics Activate the users to the system Implementing CRM automation system at workplace Budget Project Expenditure Rate $ per unit Month Month Month Month 1 2 3 4 Implementation costs 750 Consultation costs 150 Database user license 240 Data migration cost 300 Customization 140 Training programs 120 Operating system application cost 180 Annual costs Software license 270 Software maintenance 300 Continuous training programs 50 TOTAL 2500 Approximately $2500 per user in a year, Assuming there are 800 users For the implementation stage, it will cost 800*2500= $2 million. Conclusion The stiff competition in the banking industry requires banks to employ more efficient, economical and lower-risk approaches to improve customer service and reduce the cost of operations to attain competitive advantage in the market. The successful implementation of Siebel Oracle's CRM by the National Australian Bank (NAB) will automatically result in increased rate of return (ROI) and increased profits shortly. Customer Relationship Management remains a complex project which is critical to the success of the business. An advantageous development of CRM initiative requires good planning, implementation and management of the entire project to be appropriately done using the expected time and resources to realize the CRM benefits. The Customer Relationship Management assists the bank to identify, attract more clients, and to retain profitable customers. References Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015.Marketing: an introduction. Pearson Education. 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