customer relationship

Customer Relationship Management(CRM) a business growth strategy

For any business organization to be able to establish itself as a successful enterprise, it must have a good equation with its clientele. It is very important. In today’s markets, forming a flock of loyal customers is as imperative as carving a niche in the market. For this very purpose, businesses today are investing immense time and effort in having an exclusive Customer Relationship Management (CRM) model. CRM is a business strategy meant to improve and generate customer service. As the corporate competition becomes fiercer by the day, CRM helps companies achieve targets in customer-count and consumer satisfaction.

Setting Up a Consumer-Pool

The crux of CRM is the generation of more consumers. The CRM model functions mainly by collecting information about customers, following it up by examining it to understand their needs. CRM is important also because it gives direction to the activity of business in an organization. For example, at supermarkets, the customers’ items scanned and saved in a database. Then the concerned personnel study the collected data to know what is being purchased popularly. The information proves instrumental in helping companies to adjust their marketing ploys in accordance to the customers’ needs. The focal point of Customer Relationship Management is to increase the companies’ proximity with the consumers, further cementing the ‘relationship’ between both.

Information at Finger-tips

The CRM system is effective because it contains all historical data and analysis of every client or customer – providing individual in-depth information.  Businesses rely heavily on CRM systems as they are cost-effective and do not require too much manpower or paperwork.  Apart from keeping track records of existing clientele, CRM systems are useful in acquiring new customers. The process begins by identifying new customers and establishing and maintaining records of correspondence with the same in the CRM system, which is also known as ‘Opportunity of Business’. Utilizing the details available in the CRM system, the organization’s personnel then do a series of follow-ups with the customer, until they are able to successfully win him over.

CRM Applications

All details available in a CRM system are kept centralized, so as to reduce menial work and increase productivity. CRM applications work on the same principles applicable to MS Word and MS Excel. Varied values can be fed in the system, analyzed and interpreted. The procedure has been made faster and easier due to new software which offers the facility of collection of data and interpretation to occur simultaneously.

A Winner’s Widget

From businesses’ point of view, the CRM model and system is a winner’s widget. Simply because in today’s competitive times when consumer loyalties are prone to switching from one brand to another, it becomes imperative for businesses to always know the pulse of consumers. Using the method of CRM, companies can easily become aware of what the consumer wants. In return, this increases profitability for companies, and also strengthening the brand among consumers. Establishing a positive and enduring relationship with consumers is a must for the success of any business. And CRM helps achieve just that.

Suggested References:


  • Domino: How Customer Experience Can Tip Everything in Your Business toward Better Financial Performance
  • Linda Ireland (Author)
  • Delivering Happiness: A Path to Profits, Passion, and Purpose
  • Tony Hsieh (Author)
  • The Nordstrom Way to Customer Service Excellence: A Handbook For Implementing Great Service in Your Organization Robert Spector (Author)
  • Customer relationship management Kristin Anderson, Carol Kerr
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