Given the reach of modern technology, many businesses find themselves dealing with a consumer base of hundreds of thousands, or even millions. But take a step back and ask yourself how your business would operate if all your success depended upon the satisfaction of a single, solitary customer. Would you neglect your follow up calls? Would you misplace important client information, or transfer your client from department to department when he or she contacts you with questions? Would you allow your organisation to deliver anything less than perfect service?
The truth is that every customer you have really is your only customer, at least as far as they are concerned. They expect you to treat them with unsurpassed care and professionalism, as though your entire success depends upon their ongoing satisfaction — which it does. Of course, if your consumer base happens to number in the thousands (or more), then you may find it difficult to provide that level of personal service to everyone with whom you do business. Fortunately, the same advanced technology that allows your business to reach millions of buyers at once also makes it possible for you to keep those buyers feeling special.
Customer relationship management (CRM) is a technology that allows any business of any size to collect, analyse, and retrieve all the vital information associated with its customer base.