Relationship building is the central theme of CRM. It lays the foundation for building a loyal clientele. Retaining an existing customer always works out cheaper than adding new customers to the existing customer base. Customer loyalty is nurtured over a period of time by making intelligent and sensitive use of data generated from your CRM systems.
It pays to remember that customers are individuals with distinct needs, customization of products and personalization of service goes a long way in winning the customer’s hearts. Simple acts like discussing their requirements, communicating regularly with them, maintaining contact lists will not only keep you in your customer’s mind frame but also involve them in the communication process. These interactions eventually lead to a burgeoning sense of loyalty and finally more sales.
Customers that offer their loyalty will usually go that extra mile to do business with you, they may be fine with traveling a little more and paying a little bit extra but at the same time they will demand a higher level of service as compared to those who are one-time shoppers. Your customer-facing staff and your contact center executives should be at the forefront of your customer loyalty initiatives.
Building the relationship is only the first step. If it doesn’t last, the effort spent is simply wasted.
Relationship building is only part of CRM. The process of managing from start to completion, namely, cultivate, acquire, retain and expand, is the core theme.
Daryl Choy
Make Little Things Count
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