- Add value to customer transactions by identifying
related items with their customers.
- Reinforce a sense of relationship by recognising
repeat shoppers and targeting them with a thank
you, ranging from thermal coffee cups to one-cent
stamps to ease the transition to new postal
rates.
CRM is about managing
relationships more effectively so you can drive down
costs while at the same time increase the viability of
the product and service offerings. According to Payne,
the failure could be avoided by resorting to
relationship marketing as it is concerned with bringing
the three areas of customer service, quality and
marketing into much closer alignment
A study of the strategic planning Institute of America
had identified the following reasons to show why it is
unsafe to rely on managerial opinions of customer
perceptions.
- Management may not know what specific purchase
criteria users consider important.
- Management may misjudge how users perceive the
performance of competitive products on specific
performance criteria. Those differences in
perception of performance may exist for the most
basic of criteria.
But recent researches point
to the strategic importance of customer retention
and specific programmes are being developed by
many organisations to increase customer loyalty.
The main important thing to be remembered is that
a dissatisfied customer will be gained by a competitor.
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