Simply put, customer relationship management (CRM) is the creating and maintaining of a mutually beneficial, transparent relationship between an organization and its customers—an added-value endeavor that enables the organization to learn and provide exactly what the customer wants.
The means of gathering customer information has drastically changed during the past five years, which has seen customers’ wants and expectations changing just as fast. Customer communities and social customer relationship management made possible through the internet and CRM software that captures, stores, and analyzes customer information have altered the marketplace.
No matter how technically savy the methods are for learning about the customer, successful CRM begins with a sound organizational culture on which healthy relationships with employees are built with shared values, caring, consistent quality training, and growth. Loyal customers are drawn by loyal employees who are open, alert, and listen.
Resources:
http://www.greenwich-consulting.com/templates/gwcsimple.php?NodId=62
http://www.thyssenkrupp-steel.com/en/services/glossar.jsp
http://www.disneyinstitute.com/Topics/People_Management.aspx
Laurel Thoennes is managing editor for Quality Digest.
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