By: JUSTINE P. CASTELLON /Consumer Strategist
Customer Relations Management will help you build your business by teaching you ways to keep your loyal customers and attract new ones.
Customer Relations Management, or CRM, is considered the foundation of any customer-focused retail strategy because it involves the management of the business’s relationships with the end users. Jos Ortega, chairman and chief executive officer of Brandlab, a management and marketing consultancy firm, says CRM encompasses the people, processes, and technology associated with successful marketing, sales, and customer service solutions. “The customer is at the heart of the whole discipline. The challenge is how to identify the customer’s needs and issues; then address them through media-neutral communication channels within their natural sphere of experiences,” says Ortega. CRM works on a simple and straightforward principle: Figure out who your best customers are and their characteristics, get customers like your best customers, and then understand the value drivers that make your best customers better. Understanding this principle will lead you to discover that customers should be treated differently depending on their value. Ortega says the key is to identify the behaviors of your current and prospective customers. “Then map out specific strategies on which behaviors you want to reinforce and which ones you want to influence another way.”
[EDITOR’S NOTE: Read the complete article at ENTREPRENEUR MAGAZINE (Philippine Edition October 2006 issue ]
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December 13, 2006 at 10:46 pm |
Hi There..wow nice blog, it’s help me to thiking more about it.
About FGD and CRM, how to made a great CRM concept base on FGD? Who are most involve at management? thanks
January 1, 2007 at 10:36 am |
thanks Izoel, glad to be of help
FGD helps you to get the consumer insights (what they value about your product/service and what’s the best way to communicate with them) before you start developing your CRM programs. Your marketing team plays a major role, however both FGD and CRM require complete management team (sales, marketig, business solutions, etc) to make it work better. CRM is ofte run by the business solution team (the IT guys who manage the data mines), but it is the marketing team who will use the data and tailor-fit the next customer-relation strategies to help build the sales