The CRM Dialogue

Customer Relationship Management or CRM is not just the application of technology to organize and synchronize business processes such as sales activities, marketing, customer service, and technical support.
It is also a strategy to learn more about consumers’ needs and behaviors in order to develop stronger relationships with them. It does so by managing the company’s relationships with the consumers.
The consumer is right in the center therefore creating dialogue, exchange and interaction. By offering a more personal approach there is customization and personalization, two key concepts in marketing today.


With CRM, departments work as a network with collective intelligence.

CRM helps to identify the most important consumers not only in terms of sales but also in terms of brand acknowledgment, awareness and virality. By finding out about consumers’ purchasing habits, opinions and preferences and profiling individuals and groups companies can offer consumer-specific offers. With enough insight about the consumer it is possible to create offers based on individual needs, offer consistent customer experience and behave as a customer-oriented company.
CRM is an answer to surveys since we have become professionals at answering them and our answers aren’t as thruthful anymore. The creation of new Web tools has further increased the importance and possibilities of CRM use. It should expand experience-based differentiation tactics, create dialogue with social consumers and build flexible business processes that support both customer and employee collaboration. Thanks to this bond, the relationship with the consumer has been enhanced due to CRM.
Check out how social media driven consumer integration works:


While CRM 1.0 focused on customers primarily as numbers, CRM 2.0 focuses on all interactions of this powerful relationship, it creates greater intimacy with the customer, a better understanding of buyers’ preferences and reveals product development ideas.
There are however software adoption issues so the software that’s chosen should be simple and easy to use, and most importantly the time invested should bring advantages otherwise employees will reject it. Budgeting is also important, it should make sense financially by bringing Return On Investment. Privacy and data security should also be considered in order to protect consumers’ data.
By using CRM effectively, it enables a 360° view of the consumer and the future is 360°.