CRM is Back – But This Time with a Strategic Focus!

Sure, CRM is not a new business topic. However, in today’s intensely competitive markets with saturating demand levels, consumers really do dictate the agenda.

Consumer Relationship Management
- A Strategic Perspective

CRM makes companies look
at its consumers as profit opportunities rather than as cost burdens!

Companies have therefore started to migrate from a pure “product-focus” to being “consumer-driven”. The reversal - from scarce goods to scarce consumers – is the essence of the real new economy. This created an appetite for a Consumer Relationship Management (CRM)-based approach to business with a view to maximize consumer value by capturing a larger proportion of consumer spend and maintain consumer loyalty, thereby achieving sustainable sales growth.

Companies have invested billions of dollars in CRM technologies, providing a purely technological response to a consumer focus challenge.

In essence, the value of a company can be said to derive from its portfolio of consumers generating different levels of return. CRM can serve as a tool to actively manage a portfolio of consumers by altering the mix between value enhancing and value reducing consumers, thereby achieving returns that outperform the market.

Best-practice companies are now focusing on demystifying what they want to achieve through CRM and on justifying the introduction of the technology.

To support this vision, CRM, NPD and channel development do not compete for a slice of the marketing budget. The optimal mix of these three functions is a synergistic tool to achieve strategic objectives with the highest returns per dollar invested.

Why not spend a little time with us

To help companies assess the imperative for CRM in their industry, and to understand how well positioned organizations are to address CRM opportunities, we have developed a quick benchmarking tool to give you a top-line view of the CRM opportunity for your company.