Recognize the customer's role. The customer of HKAW should be those college business students and young professionals. HKAW stay a pretty good relationship with them once they have registered to be a member. HKAW will try to tailor the individual needs of students and coach them personal for their career goals. Therefore, their exist is all about customers. Moreover, build the team, since HKAW does not have the necessary to buy any software for CRM, however, they do have a team for management customer relationship which is the public relationship. The whole team has the responsibility of maintaining favorable relationship with its members and out-reach the potential members. In addition, HKAW also aline with some other business professionals organization and other student unions so as to seek for outside help.
Nevertheless, HKAW does have a lot to improve in its CRM. For example, the measurement and management of the marketing return. As good CRM solutions will monitor the marketing expenditures and their role in revenues. However, as I worked inside this organization, I realized that HKAW is not putting much effort in marketing because of many internal resources limit. For every marketing, they did not do any prediction and measurement of the marketing return. As a result, they are always not successful in promoting and marketing and the participation rate are so low. And also because of this reason, there are always leverage of customer loyalty. Many customers just stay there for several activities and will draw out from the organization. Thus HKAW should really hold something which is more fun and let the people see the value of attending to this organization.
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