"Think of your life as a consumer. There must be a retail establishment somewhere-maybe a deli, or a CD store-where you really like to shop, because someone there always seems to know exactly what you want. So now visualize going into this store and having them screw something up, with the result that leaves you feeling a little angry. If it were any other store, you think to yourself, you'd take your business elsewhere. But the reason you don't go elsewhere is it would be too much trouble, right You'd have to teach someone at another store everything about your personal tastes that the person at this store has already learned." (Rogers, 2006)Remember that different needs are based on kind of businesses.
CRM mans managing all contacts with the clients; part of this is improving customer service. A good CRM program will allow a business to acquire, serve, and retain quality clients. A good CRM program can improve customer service by facilitating communication in several ways:
Provide a mechanism to track all points of contact between a customer and the company, and do it in an integrated way so that all sources and types of contact are included, and all users of the system see the same view of the customer (reduces confusion).
Help to identify potential problems quickly, before they occur.
Provide a user-friendly mechanism for registering customer complaints (complaints that are not registered with the company cannot be resolved, and are a major source of customer dissatisfaction).
Provide a fast mechanism for handling problems and complaints (complaints that are resolved quickly can increase customer satisfaction).
Provide a fast mechanism for correcting service deficiencies (correct the problem before other customers experience the same dissatisfaction).
Use internet cookies to track customer interests and personalize product offerings accordingly.
Use the Internet to engage in collaborative customization or real-time customization.
Provide a fast mechanism for managing and scheduling maintenance, repair, and on-going support (improve efficiency and effectiveness).
The CRM can be integrated into other cross-functional systems and thereby