Customer Relationship Management Techniques

Customer Relationship Management Techniques Competition between enterprises is becoming more intense in the 21st century. Economy is depressed, the industrial structure is changing, and unemployment is at a record rate in India. Under these competitive pressures, it is important to impress and improve the relationship with the customer. Because of the power of information and telecommunications technologies, business can track their customers and determine what they really want and how they actually use the product. Analyzing the information returned from customers and products, business can provide active and accurate service to the right customer through the right channel at the right time and increase customer satisfaction. This paper refers the Customer Service in Customer Relationship Management (CRM) and Information Technology (IT) concepts to analyze and understand the customers needs and realize the competencies of support groups within the enterprise. The customers can therefore be better served and the efficiency and effectiveness of internal company support groups can be improved. The knowledge and experience not accumulated can be solved and the cost of manpower and services reduced. A growing number of organizations have implemented or are considering implementing Customer Relationship Management (CRM) strategies for the purpose of becoming more customers focused. Despite this trend, there remains a relative dearth of academic literature relating to examining the realities of achieving such organizational objectives. CRM systems can be viewed as strategic and operational information systems aimed at enabling organizations to realize a customer focus (Bull 2003). A significant number of organizations operating in diverse business environments have or are considering adopting Customer Relationship Management (CRM) systems (Fjermestad and Romano Jr 2003). Despite this phenomenal growth the organizational record of the successful development and utilizing of such systems is mixed. Some studies of CRM systems projects conclude that organizations are struggling to achieve improvements in customer performance (Giga 2001). However, others highlight a more positive scena rio (Davenport, Harris et al. 2001). As the organizational adoption and utilization of CRM systems evolves, a clearer appreciation and understanding of how CRM systems can affect customer performance should emerge. This study focuses on an integrated Customer Relationship Management (CRM) structure to understand the implications and application of business alternatives using a questionnaire with CRM integration on the Textile industry in India. We will study business CRM implementation using Marketing Strategy Management, Customer Value Analysis, Customer Relationship Management, and Information Technology Application. This studys goals are: (1) Analyzes the key factors of CRM success from scholars and the positive CRM implementation effects to construct a CRM model; (2) Compares the differences between business scale and CRM implementation; (3) Compares the differences between business location and CRM implementation; (4) Determines key CRM success factors and related principles to provide a reference for the Textile industry with a defined CRM model. 2. Literature review 2.1 A brief history of Customer Relationship Management Beginning in the early 1980s, in the United States Customer Relationship Management was called Contact Management. Information was collected from customers and companies. In the early 1990s, call centers were generated and the customer service information analysis function was performed through data warehouse, data mining, and others technologies. Now, Web-enabled Call Centers are used to enlarge the market and determine customer initiated value-added services [1]. 2.2 The various aspects of Customer Relationship Management Kalakota and Robinson [9] considered that the appropriate CRM structure could be realized through three aspects: taking customers from other firms, enhancing customer from other firms, and maintaining the current customer base. Different management functions are needed to achieve the integrated CRM structure. By developing relationships between the business and customers, CRM could be separated into taking customers, serving customers, and customer analysis. Business could use customer profiles effectively to provide real-time, excellent customer service. This is a beginning in developing the next customer through analyzing the customers needs. To realize the four core relations at the center, CRM makes cycling the customer relation process through customer development and data feedback. It is the final target to make customer satisfied and creating profits in different functional collocation of customer relation. However, we can establish an integrated CRM structure involving three topics: Core Relations, Customer Relations, and Information Technology, by centralizing customer analysis [13]. 2.3 The theory of relationship marketing As the time trend evolving and consumer conscious raising, the traditional marketing theory will develop. Kotler [11] considered that the theory of marketing management is generated by five different operating principles (1) production concept; (2) product concept; (3) sales concept; (4) marketing concept, and (5) social market concept. He also considered that the different levels of customer relationship will separate relationship marketing into (1) basic marketing, (2) reactive marketing, (3) accountable marketing, (4) proactive marketing, and (5) partnership marketing. However, under marketing theory development, the traditional sales principles were not suited to the market of today. In business, the important task is how to use relationship marketing with integrated marketing effectively to strive for customer loyalty. Integrated marketing has progressively formed this concept. Kotler [11] considered integrated marketing as all of the divisions in the business that provide servi ces that make satisfied customers. Executing this involves two levels: (1) sales strength, (2) the collaboration of advertisement and product marketing management. At the same time, all related marketing activities must collaborate with all other divisions. To promote collaboration between all divisions, a business had to execute the external marketing and internal marketing. The external marketing is business adopted marketing activities to the external customer. The internal marketing is how to select, train, and motivate employees to provide the best service to the customer. 2.4 Value Compass Perspectives The value compass determines the value of four customer relationship perspectives was brought out by Wayland [5]. It is the strategy the best value of collaboration between business and business through correct connection. We will introduce the four perspectives that the value compass decides the value of customer relationship as follows. 2.4.1 Customer Portfolio Management Customer portfolio management means that how to choice the valuable customer relationship and management principles. It can be separated into three items: (1) Market level. Business makes the portfolio target as all customers in the wide market. The best purchasing-power customer is the best valuable customer. (2) Group level. The object is certainty distinguish or different type group customers. They could give the supplier rich feedback. Managers provide service, which satisfies customers special needs. (3) Individual level. Business has to know deeper customer knowledge and adopt individual management when the needs are very different in relation value, preference, and individual needs. 2.4.2 The setup of value position The value position is meaning that the value exchange degree between buyer and seller. Business will provide much service in the value chain or total experience for the customer to increase the value of the customer relationship. This can be separated into three items: (1) Core product. It can be defined clearly as the special part of customer value chain. Supplier can improve core product or service to reduce the cost of customer. (2) Extended service. Increase more related buyers value chain or total experience. This means that sellers could provide much service for customer to achieve the customers needs. (3) Total resolution alternative. It is wider value position that sellers will intervene in buyers who satisfied or achieved targets to adopt activities including the interrelation and communication channel between them. 2.4.3 Value-added role Value-added role is how business seeks out obtaining the best profit feedback position between customer and suppliers in related value chain. It can be separated into three roles: (1) Product manager. This is a series of interrelated activities and business behaviors that provide a product to buyers; (2) Process manager. It is a multi-perspective connected model between a customer and supplier. The process manager customer relationship involves all position in value position, but it refers to the wider value exchange; (3) Network manager. It involves multi-perspective between buyers and sellers and the connection of related groups. 2.4.4 Reward and Risk sharing The interactive between customers and suppliers is basic on value creating and value sharing. There are three different represented positions as follows: (1) Market-base sharing. It is the basic model of the reward and risk sharing. This was decided by the market and possessed neutral characteristic. (2) Expression-base sharing. In the future, it will hold and operate the price of some products that are risk-taking and uncertainty. They usually determine the risk by negotiation to develop the extend relationship. Quality assurance and after-selling service is common model of risk-taking. (3) Result-base sharing. It is partnering all most people mean joint risk-taking. However, the sharing reward is based on the degree of plan success. Customer portfolio management Added-value role Reward and risk sharing The setup of value position Individual Group Product manager Market Process manager Network manager Result-base Expression-base Market-base Core product Extend service Total resolution alternative Figure 1: Value compass 2.5 Customer Service Management There are three customer service parts including construct service system, after-sales service, and satisfaction investigation. The services provided involve before sales, sale, and after-sale. As business can provide perfect selling process in spot, they can keep the customer to increase opportunity of profit. However, all kinds of follow-up service, it can not only strive customer loyalty and compensate for customer dissatisfied but also stop negative product information from spreading. At the same time, as better understanding of what satisfies the customer, the business learns to provide improved products and services. 2.5.1 Service System Construction Rohit [12] considers that when a business builds a service system, a service design and service delivery process are involved. (1) Service design. Considers the product characteristics suitable for different services. (2) Service delivery. Considers the environment in which the service is provided, and a whole set of alternatives to ensure that service quality is achieved between the salesman and customer. Until now, most business has established a specific customer service department to handle customer related services. The administration in charge of design and controlling customer service, planning and executing all kinds of sales services occur on the spot. It, the call center or service center, will help the business deliver customer service. 2.5.2 After-sales service Management After-sales service is all kinds of services asked for after the sale is completed. This is separated into extended service satisfaction, confirmation management and after-sales service. (1) Satisfaction confirmation management. Business takes the initiative for completed consumer to confirm the product use condition and satisfaction. In the execution of after-sales services, how much resources the business inputs is divided into four items: (a) product questionnaire feedback, (b) acknowledgement letter delivery, (c) telephone interviewing, (d) sales interview. (2) The management of customers complain. An example of the general customer call process, business should obey the following principles to increase customer satisfaction: (a) Calm down the customers feelings, (b) List the emergency, (c) Express concern, (d) Afford redress, (e) Conduct a follow-up investigation. 2.5.3 Customer Satisfaction Investigation A complete customer satisfaction investigation should have overall planning to raise the validity and reliability in investigation result. The identification and supporting of senior manager will affect the result. Only senior manager support should set the investigated target to achieve customer satisfaction through developing research, analysis, and result application. We can separate the complete customer satisfaction investigation process into eight items as follows: (1) senior manager support; (2) investigation target identification; (3) investigation plan; (4) questionnaire list; (5) questionnaire execution; (6) questionnaire result analysis; (7) information sharing; (8) investigation review. 2.6 Information Technology Construction Information technology infrastructure and construction could provide the needed competitive information technology resources. They are also the key factors of forming basic strength difference. Davidoow et al. [7] considered that when information technology infrastructure and construction could allow new business strategies to appear and provide integrated connectivity mechanisms. [4]. Applegate et al. [2] considered a broad definition of information technology that included information technology infrastructure and information technology related operation and opportunity. However, Ken [10] considered that information technology construction could provide an overview of business owned information technology, possible technology, and implies business operation. This connects organization structure and business strategy. Information technology infrastructure is an information technology capability to help business information integration and sharing. Weill [14] considered that the info rmation technology capacity of technology infrastructure possesses not only information technology, but also technology perspectives that provide basic operation levels, communication, software equipment, network systems and management perspectives. Furthermore, Broadbent et al. [4] consider that information technology capacity should also involve the scope of reach and range in business; the scope of reach is connection level of information technology capacity and the range of reach is provided service of information technology capacity. 3. Methodology 3.1 The structure of Customer Relationship Management This study focuses on the cognition and application of CRM in the Textile industry in India. We analyzed the difference between Marketing Strategy Management (MSM), Customer Value Analysis (CVA), Customer Service Management (CSM), and Information Technology Application (ITA) with different characteristics (see Figure 2). Different location H1 Different scale H2 Different employees characteristics H3 Marketing Strategy Management Customer Value Analysis Customer Service Management Information Technology Application Apply CRM structure Figure 2: Research structure 3.2 Hypotheses The hypotheses developed in this work are shown in Table 1. Table 1: Hypotheses Hypotheses H1 The difference in different location to MSM, CVA, CSM, and ITA. H1a There is no significant difference in location to Marketing Strategy Management (MSM). H1b There is no significant difference in location to Customer Value Analysis (CVA). H1c There is no significant difference in location to Customer Service Management (CSM). H1d There is no significant difference in location to Information Technology Application (ITA). H2 The difference in different scale to MSM, CVA, CSM, and ITA. H2a There is no significant difference in scale to Marketing Strategy Management (MSM). H2b There is no significant difference in scale to Customer Value Analysis (CVA). H2c There is no significant difference in scale to Customer Service Management (CSM). H2d There is no significant difference in scale to Information Technology Application (ITA). H3 The difference in employee characteristics to MSM, CVA, CSM, and ITA. H3a There is no significant difference in employee characteristics to Marketing Strategy Management (MSM). H3b There is no significant difference in employee characteristics to Customer Value Analysis (CVA). H3c There is no significant difference in employee characteristics to Customer Service Management (CSM). H3d There is no significant difference in employee characteristics to Information Technology Application (ITA). 3.3 Variable description The structure is combined with Marketing Strategy Management, Customer Value Analysis, Customer Service Management, and Information Technology Application in Customer Relationship Management. The variables are described in Table 2. Table 2: The variables in CRM structure Variables Item Marketing Strategy Management 1. Business make customers become partner to participate the value interchange. 2. Carry out marketing strategy with 4P principles. 3. Each department should pursue for improving service process continuously. 4. Business should set the marketing performance assessment principles to be total marketing. 5. Take customer profile to design sales activities. 6. Take automatic technology assistant tools to design sales activities. Customer Value Analysis 1. Lead in data warehousing to setup and analyze customer profile. 2. Adopt data mining to analyze consumer behavior. 3. Establish specific department to analyze customer profile. 4. Adopt customer value analysis to identify target customers. Customer Service Management 1. It is urgent task to make quick service system as well. 2. Improve quality initiatively to satisfy customer as well. 3. Analyze customer respond question as well to improve service quality. 4. After owning perfect internal customer, business will have satisfied external customer. 5. Business should make investigation of customer satisfaction and apply it. 6. There is a rise trend of customer satisfaction by implementing CRM. Information Technology Application 1. Business and customer interchange continuously by operating information. 2. The database is the CRM base. 3. Make the best profit by applying customer database to provide marketing service. 4. As customer profiles do not be integrated, the utilization ratio of them falls. 5. Lead in the supporting technology which CRM need. 6. Adopt Internet and others related tools to provide convenient customer service. We adopted descriptive statistics, reliability analysis, t-test, One-way Analysis of Variance (ANOVA) by SPSS for Windows 10.0 to analyze the Textile industry in India. 4. Analysis and result 4.1 The questionnaire sample structural analysis We emitted 640 questionnaires and recovered 194 in 2008. The total recovery ratio was 30.31%. Sixty-eight of the 194 returned questionnaires were invalid, making the valid recovery ratio 19.69%. This study was directed at business proprietors and unit leaders. The proprietors occupied 29.37%, senior managers occupied 48.41%, and the middle managers occupied 22.22%. The sample showed that the average business experience was 11-15 years occupied 53.18%, above 16 years occupied 26.98%. The education levels for this sample were above college occupied 93.65%. In sum, the sample had be representative to realize the questionnaire meaning when they answered. The reliability was tested by the Cronbachs ÃŽÂ ± value to each perspective (See Table 3). All perspectives reliability represent high reliable with total questionnaire Cronbachs ÃŽÂ ± value is 0.8446 (above 0.7). The Customer Value Analysis perspective (Cronbachs ÃŽÂ ± = 0.7989) and Customer Service Management perspective (Cron bachs ÃŽÂ ± = 0.7908). Table 3: Reliability analysis Perspectives # of questions Cronbachs a CRM overview 8 0.7285 Marketing Strategy Management 6 0.7998 Customer Value Analysis 4 0.7989 Customer Service Management 6 0.7908 Information Technology Application 6 0.7277 Total 30 0.8446 4.2 The analysis of difference in different location to CRM overview This paper studied the different location relation to CRM first. There was a more positive view in We will have clear CRM direction and target in the future and We should established specific department to maintain and improve customer relation with Central India area businesses than Northern and Southern area businesses. There was more positive view in There is a rise-trend of total satisfaction with customer with the central area businesses than northern and southern area businesses. For this reason, lots of resources are available in Central India. This fuels Textile industry development in the central area. 4.3 The analysis of difference in different location to MSM, CVA, CSM, and ITA. This study used One-way ANOVA to test the significant difference in different location to MSM, CVA, CSM, and ITA (See Table 4). We find that there is not any F-value significant in different location to MSM and CVA perspectives and the entire Mean is above 4. The opinions of sample in MSM and CVA perspectives are the same. We support the H1a and H1b. In the CSM perspective, there is not also any F-value significant in different location to this one, but only on After owning perfect internal customer, business will have satisfied external customer and Business should investigate customer satisfaction and apply it the mean between 3.3 to 4.0, the others are above 4. The opinions of sample in CSM perspective are the same. We support the H1c. Finally in the ITA perspective, there is only Adopt Internet and others related tools to provide convenient customer service the F-value shows significant (P= 0.005) in different location to this one. The others are not significant and the entire Me an is above 4. Most sample opinions in this perspective were the same. We support the H1d. Table 4: Statistic Analysis Items Mean Standard error F Significant Marketing Strategy Management Carry out marketing strategy with 4P principles. 4.51 0.54 0.51 0.951 Each department should pursue for improving service process continuously 4.04 0.70 0.523 0.594 Business should set the marketing performance assessment principles to be total marketing. 4.17 0.64 0.133 0.875 Business make customers become partner to participate the value interchange. 4.13 0.85 1.070 0.346 Take automatic technology assistant tools to design sales activities. 4.16 0.63 0.295 0.745 Take customer profile to design sales activities. 4.27 0.55 0.008 0.992 Customer Value Analysis Adopt data mining to analyze consumer behavior. 4.43 0.53 0.290 0.749 Lead in data warehousing to setup and analyze customer profile. 4.12 0.69 0.716 0.491 Establish specific department to analyze customer profile. 4.26 0.67 0.979 0.379 Adopt customer value analysis to identify target customers. 4.31 0.58 1.256 0.289 Customer Service Management It is urgent task to make quick service system as well. 4.30 0.58 0.038 0.963 Improve quality initiatively to satisfy customers. 4.33 0.80 0.743 0.478 After owning perfect internal customer, business will have satisfied external customer. 3.34 0.91 1.167 0.315 Business should make investigation of customer satisfaction and apply it. 3.93 0.64 0.472 0.625 There is a rise trend of customer satisfaction by implementing CRM. 4.27 0.64 0.244 0.784 Analyze customer respond question as well to improve service quality. 4.30 0.55 0.043 0.958 Information Technology Management Database is the base of building CRM. 4.41 0.53 0.408 0.666 Business and customer interchange continuously by operating information. 4.42 0.51 0.878 0.419 As customer profiles do not be integrated, the utilization ratio of them falls. 4.41 0.56 0.757 0.471 Adopt Internet and others related tools to provide convenient customer service. 4.51 0.52 5.505 0.005** Lead in the supporting technology which CRM need. 4.31 0.74 0.914 0.404 Make the best profit by applying customer database to provide marketing service. 4.06 0.42 0.939 0.394 Note: *p

Mobile Phone and Gadgets Essay

Introduction Background of the Study Academics across the pond are warning of a growing and increasingly serious trend for folks to get addicted to gadgets such as a Blackberry or iPhone. In this case, the definition of â€Å"addiction† seems to have a lower threshold for damaging one’s life than other, more popular roads to ruination. Signs of gadget holism, according to Professor Nada Kakabadse of Northampton University, include waking up at night to check your messages, neglecting friends and family to tinker with a device and anxiety when one is separated from the item of besottment. Says the professor: We are creatures of habit and we can get addicted to quite unusual things. Feel free to explain now how you can give up your chosen telecomm thingies any time you want. The Modernization of our technology was good because it can help us a lot to make our work easy in our daily lives. But too much use of it are not good that is why it goes bad because some of us are use this in a wrong way. And because of this we possibly to be harm. The modern world of technology creates a several attractive gadgets that convince us to use. That is why some of the user turns to be addicted into those gadgets such as cell phone, computer or laptop, tablet, psp, and others. There so many people using those gadgets like adults and also young person. But almost between ten years old to twenty years old are addicted to those gadgets. The estimated number of users in 100% is 50% of that is young user. And worst out of 10 users 6 of them are obsessed. The obesity among gadgets, obesity among children, teens, and adults is growing at a rapid rate globally. Obesity is alarmingly high among individuals that are addicted to gadgets or gizmos. Individuals that are addicted to social networks are seldom unaware about their intake of snacks and sodas. Lack of physical activity is the reason why a number of children from different parts of the world are obese. When was the last time you’ve seen your child run or play outdoor games? In today is times a child’s new playground is his/her room. Children and young adults spend most of their time with smart phones, tablets, gaming consoles or laptops, or are found glued to the TV. Chatting on line with friends and playing games are considered children’s favorite activities. But there are positive and negative effects especially on learning and work as well. According to technology experts gadgets have side effects on users. Users can have eye complications due to blue light and can also become ill due to radiation. Good Effects With this new technology we encounter our loved ones in any corner of the world. Video games can help children practice following directions and problem solving, and refine motor and spatial skills. It helps to broaden the student’s knowledge through research using the technology can be used in research. Listening to music can help youth when performing boring and repetitive tasks. Bad effects Among the youth are restlessness and irritability when not playing on the computer or when they not handling their gadgets. Most of them are giving more time on the computer or video games over family, friends or social activities. It can cause social isolation, aggressive behaviour, violence, confusing reality and fantasy, and poor grades. It can also cause financial trouble Objective It did more research to extend our knowledge on new technologies. And to reduce considerably the youth obsessed with the use of the gadget. Aside from reducing gadget addiction it will also reduce the use of electricity. And to more correctly we use our technology because it is important that our actions to facilitate daily. As well as the communication in our relationship. Instead of playing with our gadgets we can make a healthy lifestyle by doing recreational activities. Help your child find some activity that he likes and a place where he can do it. Scope and Limitation Significance of the Study They conquered all types and categories of people: men, women, children, high society or mid level, educated or not. Our mobile phone alarm is waking us in the morning, our iPod makes traffic wasted time easier, our laptop and wireless mouse are waiting us at the office. Those are already necessities and not long time ago they were gadgets. The industry is growing and manufacturers spend huge time and money to create new, wonderful, amazing products and features that charm us. The consumerism is no longer targeted to branded clothes and fancy shoes, average people can afford them and actually they don’t satisfy our need of new, innovation, progress and glitter as fast as gadgets do. So should we resist temptation? I say no (it might be expensive but doesn’t affect your health and for sure no government in the world will prohibit it). More than 60% of eleven to eighteen year olds surveyed by Cranfield said they were â€Å"very† or â€Å"quite† addicted to the internet, and over 50% were addicted to their mobile phones. Students spend, on average, one to two hours a day on social network sites, the research revealed. 39.3% said that texting damaged the quality of their written English, particularly in terms of spelling. â€Å"Shockingly, a high proportion of teenagers (59.2%) admitted to inserting information straight from the internet into schoolwork, without actually reading or changing it. Almost a third (28.5%) deemed this as acceptable practice despite recognizing that such behavior is considered plagiarism,† said Andrew Kakabadse, professor of international management development at Cranfield. â€Å"Our research shows that technology obsession hinders spelling skills, implicitly encourages plagiarism, and disrupts classroom learning. Despite school policies restricting mobile phone usage, students use the phone frequently, with the majority making calls from the toilets. The mobile phone continues to be a prime channel of social communication during the school day.† The survey found that youngsters start to access the internet between the ages of five and ten, get a mobile phone between the ages of eight and ten, and start accessing social networks between the ages of eleven and thirteen. Chapter II REVIEW OF RELATED CONCEPTS, STUDIES AND SYSTEM An addiction starts as a habit and gradually becomes an integral part of our lives. All gadgets are only our luxury but it is useful, resourceful and helpful. So we are convinced to buy and use this gadget although we all know the ill effects of all this gadget, yet many a time the withdrawal symptoms are so severe that we choose to continue the habit rather than giving it up. We still were using it in a wrong way. Misuse of Gadget What are the warning signs of a gadget addict? John O’Neill, director of addictions services for the Menninger Clinic, identifies these five: 1. You had rather text than talk face-to-face. 2. You cannot leave home without it. You cannot relax without constantly checking for email or messages; a cell phone ear piece becomes a permanent part of your wardrobe. 3. Your family or friends ask you to stop, but you cannot. The Internet becomes a more powerful draw than spending time with family or friends or other favorite activities. 4. You miss important life moments. 5. You cannot stop even after it gets you in trouble, like being in a car accident while talking on the cell phone. â€Å"All these gadgets, the phone and the computer, they expose the inside of your brain in a way that’s bad† by Michel Gondry. Advancement in technology and communication has resulted in numerous gadgets. Every second a new gadget is being introduced in the consumer market. People have come to a point where they cannot live without these gadgets. As a result, gadget addiction has become a serious problem in the world especially among the youth.

Vaughan’s subtleties in limning God in his poems of the divine

Henry Vauhgan was one of the more important poetic icons of the 17th century. Born in 1622 in Breconshire, Wales, he eventually became a bright student of Oxford University (Bateson 346). After a few years, he pursued Law for beginning his poetic enterprise. As a poet, one of his greatest contributions was his anthology of poems which leaned on occult and spiritual themes –Silex Scintillians or the Fiery Flint (Vaughan 12). His works evidently have a religious tone, very distant from his initial inclination as a writer. Vaughan also became identified with a group of writers called the metaphysical poets.These poets of the 17th century mostly wrote lyric poems about abstract things – things that cannot be seen or touched, or simply do not have a concrete form (Harvey 255). Things or concepts like death, the human spirit and God were some of their more prominent choices of focus. Aside from that, the metaphysical poets are also much more distinguished for their incorporat ion of a metaphysical conceit in their work s (Craig 133). A metaphysical conceit is an elaborate comparison that makes use of two seemingly farfetched objects in establishing connections or similarities.The usage of unusual pair of images heightens the effect of the comparison and gives more emphasis to the point of comparison. In Henry Vaughan’s â€Å"Cock-crowing† and â€Å"They are all going into the world of light,† the employment of a metaphysical conceit can be spotted under a close scrutiny. However, this was not the only literary device which Vaughan used to make his two works par excellence. He also utilized different kinds of figures of speech to cloak his expression with a beautiful subtlety. In â€Å"Cock-crowing,† he used the image of the sun to allude to, if not overtly represent God.He characterized God through the sun and through allusion to the sun’s attributes. In that sense, the character of God was carefully assimilated in the poem through the characteristics of the sun where it was compared. Through this juxtaposition, the image of the sun and the hard emphasis put on it was used to foreground the image of God. The poem begins with the exclamatory call to the Father of lights, most probably referring to the sun. The first paragraph, in fact, is an apostrophe to the sun. The persona in the poem looks up to the sun with its might and greatness.It understands the sun as having control over the living things: â€Å"What glance of day hast thou confin’d into this bird, (Vaughan 109)† as it radiates with its domineering light upon them. While the sun was the central image in the openings stanza, it was merely being used as a symbol for God. Like the sun, God is also almighty and great, as He is the provenance of all living things and has control over all of them. In the second stanza, we will see how the people depend on and long for the might of the sun and the light it emanates. We also see the introduction of the element of night, an opposition of the element of light.The pronoun â€Å"their† refers to the people as they â€Å"watch for the morning hue,† and â€Å"expel night. (Vaughan 109)† It was made clear that the people favor the light over the night, sun over the absence of sun. If we follow the previous idea that the sun alludes to God, then we will also be led to the idea that the people also favors God over another element –perhaps the absence of a God, or the non-recognition of the presence of a God. In the third stanza, the element of light which is linked to the image if the sun was further highlighted. It was implied that the sun was the source of light which the people favors.By doing that implication, the image of the sun was also rendered desirable. The fourth stanza continues the glorification of the image of the sun. The sun’s star can be a source of power and strength: â€Å"So firm and longing can empower. † T he sun does not only pervade and do so for the sake of pervading. It also disperses an aura of power, or vigor. This vigor can be drunk upon by the people and give theme energy as well. Towards the end of this stanza, the character of God was already openly included but still maintaining the image of the sun.At this point, the operations of driving home the point have become dual: one operates under the pretext of the image of the sun and the other by reference to the newly–introduced character of God. The line â€Å"O thou, immortal light and heat (Vaughan 109) â€Å"which comes right after the introduction of the character of God only hammers out the comparison of the two and the central message that is being forwarded using the comparison. The sun was said to have immortal light and heat – perhaps the same way that God has immortal providence and guidance to all of us.As we can see, the juxtaposition has become more obvious as we get nearer to the end of the poem. This may be intentionally done to elucidate the message of the poem. In the second to the lasts stanza, we continue understanding the pervasiveness of the sun’s reach: â€Å"†¦shines through all this frame. (Vaughan 109)† Then, we were led to the idea of our interdependence with the sun and its light. The sun resides in us as it empowers and inspires us while we reside in it too as we imbibe its power and radiance. In the last stanza, the final exaltation of the sun was made.The persona in the poem enounces that without the sun, they would arrive at death, or a total absence of light, which is a daunting scenario. Without the light, the people will reach a state of disorder. By implying that, the poem also instill to us that without God, our lives will be dark and perilous, as the absence of His guidance is a very crucial thing. Like the absence of light, perhaps even more than that, we will be forsaken in the dark and eventually, through death. In this first poe m, we can see how Henry Vaughan used certain literary devices to render his message.He put the character of God to the background and relied instead on the characterization of the sun which he used to allude to God. The image of the sun was the one used to develop the message of the poem – the omnipotence of God and the infinite scope He owns in governing mankind and their world. In that sense, the sun has become a symbol for God – it was used to imbibe the traits of God and make it manifest in the poem. Meanwhile, in â€Å"They are all gone into the world of light,† we will first notice the presence of a fixed rhyme and meter.The rhyme scheme was abab cdcd efef ghgh and so on and so forth. The first and third lines and the second and fourth lines of each stanzas rhyme. The meter was ten syllables for the first and third lines, eight syllables for the second line and six syllables for the last line. The effect of these fixed patterns in rhyming and metering is t hat they call on the repetitiveness of the poem. The repetitive character of the poem makes it easier for the readers to recall the poem, read it easier and comprehend its message more easily.After reading, they can also more easily remember the poem and the message it spoke to them. This technique is more apt if the poem lingers in one central thought which it emphasizes and conveys in various ways. In this poem, the theme was the lure of the light –clarity and meaning – and how one feels deprived of it only to know its germination. The poem begins with three stanzas of juxtaposing the contrasting elements of light and dark. In the first stanza, the persona seems to bemoan how the people went to the place of light while he was left in the dark.While the others are being â€Å"fair and bright, (Vaughan 134)† he was filled with sad thoughts. In the second stanza, while others have glowing and glittering things all around them, the persona was left with a gloomy g rove. The persona was left with faint beams, as the sun is removed. In the third stanza, the persona keeps on vocally expressing his envy towards the other people who were already feasting on the light and its â€Å"air of glory† while his days are â€Å"dull and hoary, mere glimmering decays. (Vaughan 134)†The first three stanzas were primarily used to underline the two contrasting situations in the poem: one is the situation of the others (note the â€Å"they† pronoun in the title) and the situation of the persona. They were celebrating the presence of the light while he was groping in the dark, and envying those who feast on the light. The persona was aware of the difference and he knows that he deserves pity for being in that situation. In the fourth stanza, he began imprecating on an unseen being. He was calling for hope, calling on the heavens above.In the fifth stanza, the concept of death was introduced and the mystery that comes along with it. In the si xths stanza, the bird’s nest symbolizes a piece of clarity. At this point, we can see that the poem has built a situation that will await its own resolution. We saw the persona seemingly moping for being put on a despicable situation. The potential for death – with all of its uncertainties and threats – arrived out of nowhere, serving as another challenge for the man to overcome. Then, in the thick of all the ruckus and risk, he found the bird’s nest –a consolation, a piece of clarity.After that, we were brought to the resolving sequences. Using metaphysical conceit, the poem made us see how the man can get into the place of light as well. The character of angels was used and they served as divine representatives. They were introduced to bring the possibility of having brighter dreams. The angles which are the representative of the divine, poke the persona’s unconsciousness, ultimately leading the him from darkness to light. Here, the divine introduces us new things, it makes our â€Å"thoughts transcend wonted consciousness,† make us break free from the customs where we have familiarized ourselves into.As we get out of the confines of our previous customs, we got a piece of glory as well – the light we have been pining for so long. In the penultimate stanza, God was openly implored to, explicating the light that can be achieved through the Divine – through the presence and ministrations of God. It is through His help that the persona can plunge into â€Å"true liberty. (Vaughan 134)† Ultimately, in the last stanza, he recognizes that God can take away the haze and bring him into the light of things.What we seen in this second poem is a more complex metaphysical conceit that unravels itself more complicatedly and hence, more beautifully. The angel gives brighter dreams which go the same as God giving the key that unlocks the passage from darkness to light. The persona, upon the revelation of that elaborate metaphor, got to leave his current state of abandonment in the dark and relish the presence of light. The angel was a symbol for God, giving clues before its foreclosure. The theme of both poems centers on God and spirituality. God and His Divinity raise the spirits and give us a higher state of spirituality.This is faithful to where Vaughan has been known for – the cultivation of our spiritualities by accepting the bestowals of a higher being. WORKS CITED Bateson, Frederick Wilse. A guide to English literature. Garden City: Anchor Books, 1965. Print. Craig, Hardin. A history of English literature. New York: Collier Books, 1962. Print. Emmet, Dorothy Mary. The nature of metaphysical thinking. London: Macmillan, 1961. Harvey, Paul ed. The Oxford companion to English literature, 3rd ed. Oxford: Clarendon Press, 1946. Print. Vaughan, Henry. Poetry and selected prose. London: Oxford University Press, 1963. Print.

Little Women During The Civil War Essay - 1962 Words

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