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How to win at customer relationship management

Everyone’s heard the mantra, ‘the customer is always right,’ and it’s something you should live by if you hope to survive in this volatile and highly competitive business environment we are all caught up in. Often businesses fall into the trap of drafting customer programs that makes it easier for the business and not them. Customer relationship management is about understanding your current and future customers and learning how to adapt your strategies to meet their changing needs. When you know what makes your customers tick, you can focus on sending out tailored marketing and advertising messages that don’t leave them thinking, what are they trying to tell me here? If you do not put all your effort into improving your customer relationship management, your customers may misinterpret your messages, lucky for you this blog will let you in on all you need to know about it.


Without a road map depicting how to deepen your relationships with your customers, how can you expect to develop this important long-term asset? First on your agenda is to create a vision that will help you imagine how your business will be shaped in the future. This vision may change as you gain more insight and customer experience. According to Micah Solomon, a Contributor at Forbes, many businesses like giving the corporate version for defining their goals: “provide world-class customer service while becoming unfailingly customer-centric company-wide.” If this were an exam, that would be an impressive answer, but your customers may not get it. Solomon suggests something more on the lines of “make our customers feel better,” or using an aspiration taken from The Ritz-Carlton Hotel Company, “to serve even the unexpressed needs and wishes of our guests.” This is sure to impress your customers because in their eyes they see you thinking about their needs, they haven’t even thought about yet.


It’s tempting to want to focus on all your customers, but this will be a wasted effort. You need to focus on nurturing valuable customers to be profitable. For instance, a returning customer will be more valuable than a once-off one. For each business the traits you use to distinguish between valuable and non-valuable customers will be different. For a home improvement business that caters to both bathroom and kitchen services: a customers that wants to revamp both rooms will be more valuable than a customer that just wants to do their bathroom. Focusing on specific groups of customers means you will be better equipped to meet their needs, improve your offering and boost your sales.


You can’t create a great customer experience without being involved in ongoing and meaningful communication. Every time a customer comes into contact with your business, they are judging you, therefore you have to be great every time or else you lose them and businesses can’t afford to lose any customers. Improving your customer relationship will help your business have richer conversations with your customers because you will have gained great insight into what is important to them. It will help you keep track of your customer interactions, what is being said and how they feel about your business. Everything will fall into place when you understand who your valuable customers are, what they want and how to talk to them. Your business will not waste money trying to set up a non-effective strategy that will target the wrong stakeholders.

It’s amazing what can be accomplished in the right setting. Some of humanity’s greatest achievements were accomplished using a clear vision and strategy that grew over time.

Image Credit: ERP:FM

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