baselinemag.com
June 06, 2008

::: The missing piece of the CRM puzzle :::

Most businesses understand the importance of strengthening customer relationships and building loyalty. Many companies implement advanced customer relationship management (CRM) systems, and some offer “good customer” discounts or perks such as frequent flier miles and cash back on credit card purchases. All of these things do strengthen customer relationships and loyalty, but a recent experience has made me realize that even sophisticated technologies and alluring award programs aren’t enough. The missing piece in the CRM puzzle is respect. We all want the companies we do business with to treat us with consideration, to listen to our problems and to do the best they can to solve them. We want them to value our business.

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