Building a customer relationship management strategy
Building a customer relationship management strategy
By
Katy Raines
SUMMARY
Customer relationship management (or CRM) needs time, loyalty and dialogue. The author of this article explains what we mean by CRM, how you can benefit from a CRM approach and when it works best. You'll also find examples of when things don't go to plan - as well as tips and advice on creating your own CRM strategy.
CRM works best when:
• There are many opportunities to interact directly with the customer;
• A new customer feels they are joining a ‘community’ of buyers;
• You have a clearly defined and segmentable customer base.
All of the above fit the arts.
