Customer Relations Management and IT - Essay Example

The current business trend is on retaining customers rather than attracting new ones. To do this, it has to have a record of its previous customers. The goal of retaining the customer necessitates the strategy called customer relations management.

Main Body
“Customer relationship management teaches the tools that are needed to reach a customer in a way that instills trust and confidence. Some of these tools include methods in the way the customer is approached. Building up a level of common ground with the customer is an effective way to start building that confidence. Studies show that people are drawn to what they are attracted to. When a customer is approached by a salesperson that is confident, well dressed, and can communicate well, they are more likely to listen from the beginning to the end” (StreetDirectory).

Relationship building depends on three main principles: strategy, system, and staff, but basically, management of the relationship depends on a control mechanism.
The customer relationship strategy can either be an IT-based or a staff-based solution. Markets with low contact such as through the internet should employ an It-based solution, while markets with high contact such as a high-fashion shop should employ a staff-based customer relationship strategy.

Many companies only invest in systems. Systems that work properly cut down on the amount of staff needed.
The other necessary to a successful customer relationship is, of course, the staff. Being the people who have direct dealings with the customers, the staff can make or break customer relations. If the service is excellent, then customers will be encouraged to return, as opposed to an ugly and disrespectful service. To maintain an effective staff, the management has a very active role to do. The first important thing to have is a good salary. It is understandable that a good salary breeds contentment and loyalty. Second is good working conditions. Inevitably, the working condition affects the mood of the workers. A good working condition lightens up things for the workers and this is conveyed to the customers. Lastly, good management brings a smile to the staff. With good management, staffs find it more enjoyable to work.

Conclusion
Customer relation has its roots in management. This is transcended into the employees and staff and conveyed to the customer. An excellent service, coupled with information technology would boost the relationship with the customer. Read More