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1、1CustomerRelationshipManagementIsNotanOptioneterDruckersaid,“ThepurposeofabusinessistocreatePcustomers.”Impliedinhiswordsandhisworkistheimpor-tanceofkeepingthosesamecustomersandofgrowingthedepthoftheirrelationshipwithyou.Afterall,asresearchbyFrederickReichholdandEarlSasseroftheHarva
2、rdBusinessSchoolshows,mostcustomersareonlyprofitableinthesecondyearthattheydobusinesswithyou.That’sright.Initially,newcustomerscostyoumoney—moneyspentonadvertisingandmarketingandmoneyspentlearningwhattheywantandteach-ingthemhowbesttodobusinesswithyou.Customerrelationshipmanagement(C
3、RM)canbethesinglestrongestweaponyouhaveasamanagertoensurethatcus-tomersbecomeandremainloyal.That’sright!CRMisthesinglestrongestweaponyouhave,evenbeforeyourpeople.Soundlikeheresy?Letusexplainwhatwemean.Greatemployeesare,andalwayswillbe,thebackboneofanybusiness.Butemployeeperformancec
4、anbeenhancedorhamperedbythestrategyyousetandbythetoolsthatyougive12CustomerRelationshipManagementemployeestogetthejobdone.Doneright,CRMisbothastrat-egyandatool,aweapon,ifyouwill.Inyourhands,andinthehandsofyouremployees,CRMcomestolife,keepingyouandyourteamoncourseandabletoanticipatet
5、hechangingland-scapeofthemarketplace.WithCRM,loyalcustomersaren’tahappyaccidentcreatedwhenanexceptionalcustomerservicerepresentative,salespersonorproductdeveloperintuitsandrespondstoacustomerneed.Instead,youhaveatyourfinger-tipstheultimateadvantage—customerintelligence:dataturnedint
6、oinformationandinformationturnedintoacustomer-satisfy-ingaction.ImplementingCRMisanonnegotiableintoday’sbusinessenvironment.Whetheryourcustomersareinternalorexternal,consumersorbusinesses,whethertheyconnectwithyouelec-tronicallyorfacetoface,fromacrosstheglobeoracrosstown,CRMisyourti
7、ckettosuccess.CustomerRelationshipManagementDefinedCustomerRelationshipManagementisacomprehensiveapproachforcreating,maintainingandexpandingcustomerrelationships.Let’stakeacloserlookatwhatthisdefinitionimplies.First,considertheword“comprehensive.”CRMdoesnotbelongjusttosalesandmarket
8、ing.Itisnotthesoler
