Customer Relationship Management

Customer Relationship Management (CRM) is a general term that covers concepts used by companies to manage relationships with their customers, including the capture, storage and analysis of customer information.

Every instance a customer and a company interact, the company learns something about the customer. By capturing, sharing, analyzing and acting upon this information, companies can better manage individual customer profitability.

Customer Relationship Strategy

Several commercial CRM software packages are available which vary in their approach to CRM. However, CRM is not just a technology, but rather a holistic approach to an organisation's philosophy and customer relationship strategy in dealing with its customers. This includes;

Policies and processes
Front of house customer service
Employee training
Marketing, systems and information management

Hence, it is important that any CRM implementation considers not only technology CRM Experience, but furthermore the broader organisational requirements.

The objectives of a CRM strategy and CRM Experience must consider a company's specific situation and its customer's needs and expectations.

Whilst CRM systems are an effective way of supporting customer relations - 57% of organisations are now getting a complete view of the customer, probably the impact of customer relationship management infrastructure - they are not the be all and end all.

Lessons can be learned from what other organisations are actually doing to move up a gear and also where they have missed a trick and this is where we will start so as to improve your CRM Customer Experience.

CRM Customer Experience

"A customer experience is an interaction between an organisation and a customer: it is a blend of an organisations, physical performance, the senses stimulated and emotions evoked, each intuitively measured against customer expectations across all moments of contact".
(Building Great Customer Experiences, Colin Shaw)

Seven years of research into organisational behaviour on both sides of the Atlantic has revealed four previously unidentified stages of orientation;

Naïve
Transactional
Enlightened
Natural

The N2N model was designed to assess a company's actual level of customer experience and which aspects of that experience are executed deliberately. Research demonstrates just 2% achieving best practice as Natural organisations. Show me more...

Find out more by downloading the 1st chapter of our CRM books - by Colin Shaw

Want to learn more? Then call us now on 0207 917 1717 or alternatively, email your enquiry to contact@beyondphilosophy.com

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