Wednesday, November 18, 2009

In CRM, It’s not the Customer that’s Important

It’s the relationship between the customer and you that’s important. Regardless of whether it’s 1:1 or a one to many, focus on starting, then strengthening and maintaining, the relationship. What’s the difference between focusing on the customer and focusing on the relationship? When you focus on the relationship, you are implying that you want a long-term mutually beneficial relationship with the customer as opposed to merely meeting his or her current needs or wants. A relationship requires timely two-way communication. Relationships are built on trust. An effective relationship means that both parties benefit over time. Don’t be “customer-centric.” Be “relationship-centric.” Remember, it’s “ Customer Relationship Management,” not “Customer Management.”