Professional Documents
Culture Documents
RELATIONSHIP
MANAGEMENT
CHANGING MARKET
ENVIRONMENT
Market has changed its focus from product-
centric to customer-centric.
Customers have assumed the most
important position in the business equation.
Customers are demanding a different
relationship with suppliers than the
traditional sales model
CRM
Customer –
1. A person who buys on products or services from a shop on
business.
2. A person or thing of a specific kind that one has to deal
with.
Relationship-
1.The way two or more people are connected or in a state of
being connected.
-The way in which two or more groups of people regard &
behave towards one another.
2. An emotional association between two people.
Management-
1. The process of managing
2. The people managing an organisation
NEW AGE CUSTOMERS’
BEHAVIOUR
Customers want “Value for Money”
Customers are no longer loyal to brands
Customers are better informed
Customers want to share problems they face
They want to inform Companies the kind of product /
service they want
They want Companies to share information with them
They want facility of delivering products anytime,
anywhere
COMPANY’S PERSPECTIVE
Era of competition and declining margins
Companies are vying to attract customers by
offering product features, price and distribution
network
Acquiring customers is usually much more
expensive than keeping them
Companies need information about what
customers want
Increased revenue results from increased
Customer Satisfaction
What should be a Company’s strategy
in today’s customer driven economy?