By Douglas Burson, Sphere Marketer & Analytics
The main components of CRM are building and managing customer relationships through marketing and observing relationships as they mature through distinct phases. If your company continues to believe customers are still resources that can be used for up-sell or cross-sell opportunities, rather than humans looking for interesting and personalized interactions…
Small businesses don’t “Capture Customers” – your “Customers Capture You.”
If you believe customers are “resources” who can be used for up-sell or cross-sell opportunities, rather than as humans looking for interesting and personalized interactions – your business already is fundamentally out-of-touch.
Which of these “Customer Capture Platforms” are building your business?
The answer? None. Businesses are built upon relationships. Not technology.
What “Drives” your customer relationships? Technology?
Relational Intelligence, or awareness of the variety of relationships a customer can have with a firm, is an important component to maintain the phases of CRM.
Companies may be good at capturing demographic data, such as gender, age, income, and education, and connecting them with purchasing information to categorize customers into profitability tiers, but this is only a firm’s mechanical view of customer relationships.
Contact: Douglas Burson, President, Sphere Marketer & Analytics