It's all about customer relations - the rest is technique

My task was to concentrate on customer relationship management and find out what it all really is about. I read a book about customer relationship management, the book was amazingly easy to read and understand. 

It is easier to strengthen than change

What is CRM all about?

Customer relationship management is an ideology and a management question. It really is all about the customers, who else would buy your products or use your services? That's why it's extremely important to retain the relation with customers. Customer relationships is a strategy for managing a company’s interactions  with current and future customers.

The aim is to:                        

·      Understand the customers

·      Retain customers throught better customer experience

·      Attract new customers

·      Win new clients and contracts increase profitably

It all starts when the customer is conscious of a trademark - hopefully the customer ends up buying the product over and over again - and in addition tells about the product to his/her friends. Word of mouth.

The aim of customer relations is to gain a better understanding of who your customers customers are, what they  buy and how loyal they really are. CRM is also the knowledge of how to segmentate your customer base and how you exploit your customer groups. The difficulty is to find all this information about you customer, you need to know what you’re selling and to who. 

It's not about doing everything right from the beginning -  as long as everything doesn't go wrong.

The important part is to understand the importance of customer relations. The knowledge of the customers . This affects the company’s  profit –and loss.  The most important part is not what the customers say, it's more important to know what they do. It's about how the consumers behave, what they buy and what they want to buy. 

How do you choose your customers? 

You don't have to adapt individually to each and every customer, the important thing is to find the customer group. It is the most effective way and it builds 

If you are all the time chasing new customers, you're running away from your old customers.

Loyalty is a term with many  different dimensions. Functional loyalty is about what kind of emotional experiences the customer. 

So what do we need to remember about customer relationship marketing; attract new customers, retain the customers, understand the customer, find long-term & profitable customers, create customer loyalty and measure the results!

RM-BOKEN, Martina Lundgren

Marianne Kaplan AB, 2008

//Elli