CRM
Which are your best customers?
Too many organisations misunderstand Customer Relationship Management or abuse the concept. They see it as a quick fix, an opportunity to squeeze more revenue from their client base, to use data management and mining techniques to haunt their customers and hunt down more transactions.
Many more fail to see the relationship in their customer's context. Assuming that the relationship is unique when they are just one of the suppliers in the customer's repertoire of options. Or that the customer is loyal when they are simply too lazy to find a new, better supplier.
Starting from these attitudes and assumptions it is little wonder that few organisations have implemented a viable CRM strategy and most find that their customers are cynical, disaffected and sceptical. After all, many organisations use a simplistic reward mechanism as a key element in their retention techniques.
Where else would you pay someone to have a relationship or stay with you? The only analogy that springs to mind hardly seems like a foundation for a lasting bond.
Yet there are 
simple guidelines that everyone could follow that will help to ensure the success of a customer relationship management programme.
Coussins Associates has worked with many blue chip organisations as well as small to medium sized enterprises to help them develop relationship management strategies that are cost effective and work, and to implement relationship communications programmes that focus on retention and development.
If you would like to find out more about how we could put this service to work for your organisation click here.
