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Articles |
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In my previous article (Using Forums To Improve Customer Relationship Management)
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12.15.05
Changing Consumer Attitudes Drive CRM
 By
Richard Hill
Changing consumer attitudes are driving Customer Relationship Management. Fuelled
by Internet induced expectations and an even increasing mood of self reliance
among customers, companies have to compete in an environment where communication,
buying processes, data management, delivery and service are all-important in the
battle for longterm, profitable relationships.
Customers now require:
- Control over the buying process (information, comparison, selection, easy to
find, use and respond to)
- The best possible price (including delivery, and without compromise to brand
or product quality)
- The quickest, slickest delivery system (preferably free)
- All payment options (secure)
- Communications designed to suit the particular need (computerised; complex;
caring)
The above apply whatever the form of trading:
- Direct
- Traditional
- Retail
- E-commerce
- Wholesale
- Combination
These attitudes combined with the development of new technology and the growing
convergence of a number of 'new - new' and 'emerging - new' communications and
distribution technologies such as:
- 'Fixed link' telephony and telemarketing
- Internet and VOIP
- Mobile telephony, SMS etc.
- Digital TV, Cable, Satellite
is leading to an increasing focus on Customer Relationship Management by all types
of organisations, as they realise that technological change allows them to re-organise
the way that they manage customer relationships and make them more profitable.
Organisations are searching for something far more holistic, consistent and yet
dynamic.
To achieve that and a sustainable competitive advantage in Customer Relationship
Management means working with the management team, staff and suppliers of the
company, where reasonable and cost effective using technology (e.g. intranet,
extranet) to help to deliver the actions necessary to maximise performance.
One must:
- Define profitable market sectors and customers
- Understand customers needs and expectations
- Identify profitable product and service propositions
- Create effective, efficient, adaptable, cost effective infrastructures
Read
the rest of the article.
About the Author:
Richard Hill is a director of E-CRM Solutions and has spent many years in seniordirect
and interactive marketing roles. E-CRM http://www.e-crm.co.uk
helps you to grow by getting you more customers that stay with you longer. We
provide practical solutions that pay for themselves. We help you to make sure
that your marketing works. |
