CRM Is the Means of Getting Intimate with the Customer; MARKETING: Establishing a Working Relationship Requires Finding the Right IT Solution

Western Mail (Cardiff, Wales), January 16, 2002 | Go to article overview

CRM Is the Means of Getting Intimate with the Customer; MARKETING: Establishing a Working Relationship Requires Finding the Right IT Solution


Byline: SIMON KING

CRM or Customer Relationship Management is difficult to define.

Anyone who profits from CRM has his or her own definition of what it is. Most are agreed, however, as to what it is not.

CRM is not about technology any more than hospitality is about throwing a welcome mat on your front porch.

CRM is simply a process with the goal of making relationships profitable.

To reach this goal, marketing, sales and service must work more as a team and share information. Computerised CRM applications make this possible.

Properly understood, CRM is getting intimate with the customer. The company has to understand and anticipate the needs of its current and potential customer base. Once you establish this there is ample technology out there to help capture customer data and external sources, and consolidate it in a central database for analysis and to add intelligence to the company's overall CRM strategy.

As companies across the world race to develop more loyal and profitable customer relationships, it is fuelling a spectacular burst of technological growth.

At the heart of this rapid expansion is customer relationship management, a strategy to increase customer retention by making loyalty more convenient for a customer than disloyalty.

This concept has been supercharged in recent years, because of the emergence of powerful, reasonably-priced new technologies that speed the flow of mission-critical information across the organisation.

Any organisation can now use currently available technology to interact with customers individually, online, on the phone, at the point of purchase or through an automated sales force.

Most organisations want to embrace a vision where customers remain loyal because they feel the company listens to them and meets their needs better than any other company. …

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