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Relationship is the most important part of Customer Relation Management

By Valuebound Subscribe to RSS | August 13th 2012 | Views:

Customer Relationship Management (CRM) initially meant the system for keeping track of customer contacts. But CRM means much more than that, it tracks sales, even monitor activities like emails opened, or offers accepted. However, we don’t see the real meaning of the term relationship here. Relationships cannot be something which starts and ends with monetary transactions and nothing else. And relationship is actually the most vital part of CRM, which can’t be overlooked.

We only feel that we have a relationship with the brands that we regularly use, when we feel that they are giving something back to us. When we feel that we mean more than just hard cash to the brands, that we are important to them and they are sharing a part of them with us; then we also feel like doing something more rather than just buy their products. Then maybe we would recommend them to others, or tend to buy more than normal, and show interest in their new offers, activities or news. We do these when we are made to feel important and good. Thus, put yourself in your customer’s place to feel their viewpoint in order to build relationship with them.

With passing time, CRM has changed to become much more sophisticated than what it used to be. Now, you have the opportunities that you didn’t have five years ago in terms of CRM. Now, there are much better ways to really understand customers, to customize content, to target customers successfully. Modern CRM systems allow much better accurate targeting. Analytic systems help you to find your potential customers, and track their real needs.

Modern sophisticated CRM systems can do astonishingly powerful things for your business. However, you are required to have professional marketers to look at customer data, and create skillful campaigns for the best tools to really show their magic.

4 Things for better CRM

Here are a few things to do in order to manage relationship with your customers meaningfully:

Know Your Customers

Use analytics to make sections of your customers into groups that are small enough to be relevantly different, but large enough for the purpose of unique content creation. Put yourself in their shoes to understand their needs. Find the answers to the questions like - Why do they consume your product or service? How does it fulfill their needs?

Respect your customers

Always remember that each customer matters to you, no matter how big your brand is. Each person that chose to purchase something from you, or spend time learning about your product, is important. Treat your customers with trust and respect, as they have trusted you buying your product or service.

Build a relationship by being interesting

Always telling your customers about your company, product or service maybe valuable but not interesting enough. Give your customers a ground and something interesting to talk about or to share. Draw their attention by being unique and interesting.

Track the relationship over time

Track your relationship with your customers individually, and as a whole. Set goals to enhance engagement, to grow referrals, and to increase CLV.

Remember that selling is something and building relationship with your customers is really something else. Developing relationships also require time. However, if you are good at providing the right product and service to your customers, and put full efforts to build a long term relation, then it will pay off over time. When your customers realize that they are important to you and how you treat them, they’ll become more loyal to your brand, and help you achieve your business goals.

Please care to share with us the techniques that you have used to develop and enhance the relationship with your customers, and let us know whether or not you found them useful!

Valuebound is a leading Drupal Development Company providing Enterprise Drupal web solutions. For more information on Drupal Development, contact us at

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