Management Consulting and Training - International Management Technologies, Inc.
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Customer Relationship Management (CRM)
-- Background --
Customer relationship management (CRM): A strategy used to learn more about customers' needs and behaviors to develop stronger relationships with them. It brings together information about customers, sales, marketing effectiveness, responsiveness and market trends. It helps businesses use technology and human resources to gain insight into the behavior of customers and the value of those customers.
Reprinted with permission from Quality Progress magazine.
© 2002 American Society for Quality.
-- With C3 Inside --
You will note that the above definition does not even suggest that CRM has the intent to improve customer satisfaction. The intent is to improve “the value of …customers” in terms of revenue growth and share of wallet. There is certainly nothing wrong with this goal. The promise is that the use of special databases and information technology will enable this goal to be achieved. Improving customer satisfaction is assumed to have little or nothing to do with this pursuit.
With C3 inside, the CRM practitioner starts with the assumption that customer relationship management begins with understanding customer priorities and ends with measurement of how well those expectations have been satisfied by the enterprise’s various products. This view has a dramatic impact on the design of the information technology used to connect these dots. A CRM system with C3 inside will do the following:
- Require the collection and confirmation of customer priorities and preferences in every customer interaction. For example, why must a frequent flyer need to specify a preference for a window seat every time travel is booked? The CRM system with C3 inside enables that preference to be the default seating assignment. It could merely be confirmed by the person doing the booking, demonstrating an understanding of that customer’s uniqueness.
- Enable every employee user to have and easily access the most current demographic, preference and past purchase history.
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"Creating a Customer-Centered Culture", the Customer-Centered Culture (C3) Model, the C3 logo and the 8 Dimensions Model are service marks or registered trademarks of International Management Technologies, Inc.
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