Customer Relationship Management - Essay Example

Recent research on categorization has led to scholars questioning the assumption and trying to test the impacts of two variables which are moderating on the customer needs categorization (Hamilton, 2005). Categorizing Customer Needs in Computer Software Sales Selling computer software is a business to business (B2B) activity. Hence, there is a need of categorizing customer needs for this activity. There is a method provided that helps the organization in the identification and categorization of the customer’s visits or contacts with the customer service center.

This means that the organization has been provided with a method of identifying the customer’s problem or goal. The organization has also been using this method to categorize the customer needs into set that are centered on behavior. Hence, the organizations has integrated customer categorization and goal thereby initiating a foundation for optimizing the direction of the customer’s request through an appropriate center. This method helps the organization in the collection of information that is related to the customer’s behavior.

The organization then uses the information in the determination of the optimum manner that customer’s needs can be handled (Gupta, 2001). . One the customers have been consulted, the organization then interprets the customers’ needs correctly in specs and design. Hence, the organization then provides operational definitions of output (Fader, 2010). Best Measures for Actual and Potential Value for the Customer Base Customer base refers to the grouping of the customers or consumers that an organization servers.

The customer base is mainly composed of repeat customers with high ration of purchase over a given period. The best measure for actual and potential value for the customer base is the Eyeball Approach. The Eyeball Approach is based on the assumption that companies need to rapidly acquire customers so that they can grow. This also enhances the chances of the company to gain first mover advantage and also helps in the creation of network externalities which are very strong. For the organization that is involved in selling computer software to other businesses, the Eyeball Approach is also very advantageous based on the fact that the number of businesses coming into the customer care desk indicates to the organization whether the organization is registering a positive growth.

With an increase in the number of customers that are coming to the organization, it means that the organization is developing positively. This also means that its actual value for the customer base is very high. This also indicates that the potential value for the customer base is also very favorable to the organization. Hence, it is important for the organization to use the Eyeball Approach to assess the actual and potential value for the customer base (Hamilton, 2005). Why the Eyeball Approach is Advantageous The assumptions of the Eyeball Approach have been