Customer Relationship Management

Customer Relationship Management can be outlined in a number of means. Some people stress the significance of information technology in CRM, some debate it means a customer-centric organization, some think CRM is a functional i.e., marketing strategy, others underline that CRM is mainly a business strategy. We correspond with Peelen (Customer Relationship Management, 2006) that the explanation by Gartner Group (2004) is appealing: CRM is an IT-render capable business strategy, the outcomes of which use best revenue, customer satisfaction and profitability by arranging around customer segments, fostering customer-satisfying conducts and ienforcing customer-centric processes.

Creating profitable and very competent (client-facing) processes is not enough. For real Customer Relationship Management a customer involvement strategy, a relative marketing philosophy instead of a transaction marketing philosophy, in addition a client-orientation of the entire organization are required.

Steps in Customer Relationship Management

The following things constitute the main elements to create a customer relation oriented organization:

•   Behavioral standards reflect customer sympathy and the desire to build long-term commitment and relationships.
•   Firm customer-oriented leadership.
•   The corporate goal is directed at the customer.  
•   A relation directed organizational culture.
•   The main strategy is to succeed by customer intimacy.
•   The mission to be a relation-oriented organization directed at long-term interaction.   
•   An organization which is putting customer contacts in the center. Equate: Business Process Reengineering, Co-creation.
•   Employee values and Company values concentrate on caring for customers.

Strengths of Customer Relationship Management

•   Firm relations with clients provide a degree of security against competitors' action.
•   Loyal customers can be more advantageous. Gaining new customers is expensive, satisfied customers might purchase more, happy customers can make for further customers, etc.

Limitations of Customer Relationship Management

•    Enforcing CRM in a holistic mean is no sinecure.
•    Getting large CRM investments lucrative is difficult.
•    Attaining a Sustainable Competitive Gain with CRM is even more difficult.

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