Implementing a customer relationship management framework to improve BRAC's global resource mobilisation efforts

Abstract

This research looks at how BRAC improved its global resource mobilisation efforts by implementing a customer relationship management (CRM) framework. According to the study, a CRM framework's utilisation is positively correlated with BRAC's ability to mobilise resources from abroad. The results imply that enhancing user friendliness can considerably boost the mobilisation of resources around the world. The results of the survey given to BRAC office employees show that there are different levels of knowledge and experience with CRM frameworks. Despite the fact that many responders exhibit some level of competence, it might be required to improve understanding overall with further education and training. The vast majority of respondents concur that a CRM framework is essential for enhancing the efficacy of international resource mobilisation initiatives. Some, on the other hand, show ambivalence, indicating the need for more debate and explanation regarding the advantages and difficulties of CRM deployment. A CRM framework should be used by BRAC to improve resource mobilisation, according to the findings. Improved communication, fundraising efforts, and donor involvement may result from this. To respond to changing stakeholder needs, regular process evaluation and adaptation are crucial. The survey's limitations must be taken into account, especially the small sample size and any potential response bias. More representative samples and a focus on response bias should be the goals of future surveys. Finally, implementing a CRM strategy can maximise BRAC's mobilisation of worldwide resources. BRAC may improve donor connections and be more effective in mobilising resources by putting a priority on user friendliness, utilising technology, and offering the necessary training.