Customer relationship management - Essay Example

means that businesses need to reorganize their focus by implanting a strategy geared toward success factors of process, technology, people, and environment. Management process will need to be examined and reviewed in order to make sure that wonderful and effective customer service is being provided (Jones, 2002, p. 11). Businesses can gain an edge nowadays if they are able to form management that focuses on good customer relationship skills. This is often referred to as customer relationship management, or CRM.

The notion with CRM is to make sure the focus of the organization is the customer (Denton, 1992, p. 34). Therefore, in order to make the company more customer-centered, it is important to ensure that all employees in the business contribute to the customer in the end. Businesses that have been able to use this concept with success bring together the processes of people and technology. Making this happen requires the company to have a dedicated and focused management process that focuses its end goal on the customer.

(Jones, 2002, p. 12). Effective customer relationship management requires much more from the business than paying attention to customer satisfaction. Satisfaction is really just a moderate goal for a business. In order to make customers happy and impressed with the business, they want to feel that the businesses realizes that their individual business is important to the business. In order to do this, the business will need to constantly review their customers’ needs in regards to customer relationship management (Denton, 1992, p. 54). If this is done correctly, the business can retain its customers, and also build up an excellent customer-centered reputation (Kennedy, 1995, p. 78). A good example of this type of strategy is Amazon.

com, which uses an individual type feature for each customer’s account, suggesting different books or other items that customers might be interested in. This shows that the company is taking the