Customer Relationship

Management

Sill under

CRM as it is known, takes a holistic view of how to manage relationships will all customers to guide the shape, priorities, delivery mechanisms, information processesing and performance assessment processes. As a result, CRM touches:

strategy development
value creation
channel and media integration
information management
performance assessment

The Components
1. Identifying, satisfying, retaining and maximising the value of the organisation's best customers.
2. Wrapping the service around the customer to ensure that each interaction is appropriate and based on extensive knowledge of customer need.
3. Create a complete picture of the customer
4. Integrate the functions across all departments, agencies, call centres, internet sites, geographical locations.

The Impact
There is no doubt, that if the objective is better services for customers than CRM has a lot to offer. For many customer facing services it's a 'must do'. The approach allows lots of customer relationships to be handled effectively. This has an impact on customer satisfaction levels and organisation/service performance.

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