From CRM to CR & RM

Many companies misunderstand that the company can communicate and keep in contact with customers. With advanced technology to send emails, send information, record customer order information. Then considered successful in building relationships with customers.

In fact, these are not real success relationships. Because what the company thinks is what customers want. But the fact is. CRM includes C: Customer, R: Relationship, and M: Management. Most companies use only CM or Customer Management. According to other relevant information. According to order information By contact or other information, then send the promotion. Or discount coupons followed by reward points. In the hope that the company will retain its existing customer base. These are just activities in customer management.

Of course, the activity of building relationships with customers is also necessary. But we have to focus more on customer retention (CR). Some people may say that these are activities that keep customers. The answer is yes, but it is just a treatment program. What is more important is that we have to have a retention process to get our loyal customers back and buy again.

What many companies understand in CRM today is just CM activities. The company attaches great importance to the conversion of information (knowledge) into knowledge. The key is to build personal relationship with the customer, rather than just using the information and organizing the activities that the customer wants. The only personal relationship that the company will get is the customer’s in-depth information. One of the main goals of CRM is to create customer satisfaction and create a psychological sense with customer loyalty. The company is always trying to create these things.

However, we know that …

Customer satisfaction does not imply or guarantee that customer loyalty and customer satisfaction do not imply or guarantee customer retention. If the company’s ultimate goal is to retain customers. We need to consider retention management (RM). You can start the customer retention process by understanding customer rates, canceling orders, and redeeming customers. And why are those customers canceling their purchase or repurchase? Your goal is to make repeat purchases. It would involve all employees who interact with customers. Whether it is sold. Employees, employees, accountants, executives, you have to understand that the success of customer retention is the rate of repeat purchase and Sales itself.

The longer a customer stays with the company and continues to purchase products with the company. The relationship with customers is even more. Expectations from both sides will be more. The higher the expectation, the more likely you are to be diligent and to make a personal relationship, as if you were dating and marrying a lover. That is you are the winner. The truth is that relationships are complex and must be personal. Because it is in trust. empathy Trust and trust If both sides truly understand each other. Problems or misunderstandings can be easily rectified. You may have to ask yourself What is your company doing? In order to build strong and lasting customer relationships.