What is customer relationship management?


Historically customer relationships come from artisans, who by the nature of their products and services maintain very personalized customer relationships. Like this surfboard shaper. Legend has it that the best way to properly order a custom surfboard is to visit the shaper with a six-pack of beer to talk about preferences.

CRM or Customer Relationship Management describes, by an abuse of language, two different things with a similar vocation. On the one hand, it designates a set of practices aimed at serving and nurturing customer relationships in order to retain and satisfy them. On the other hand, a CRM is a software that will allow these practices to be implemented, in other words, CRM software. 


CRM meets the objective of getting to know its customers better, through a process, a series of activities allowing special attention to its customers. The customer is therefore no longer an unknown, anonymous person. In this way, the company seeks to be perceived as a consistent, even empathetic organization, beyond its simple value proposition and key activities by considering the customer as an individual.


A company has every interest in knowing its customers. It will be able to set up its interconnected communication channels, with the aim of a customer database which will be fed as and when customers order, whether at point of sale, via an e-commerce site or other. CRM is therefore the discipline through which we can better identify the customer and ultimately make personalized recommendations taking into account their preferences. 


On the one hand, the company can set up a site with a form to find out about the customer’s preferences. On the other hand, it will be able to set up a CRM software such as Efficy to centralize all this data in order to guide its communication. Efficy is built around the customer database and allows not only to improve it as the company evolves, to orient communication more effectively but also to all of the activity of the company, email exchanges, agendas, invoices, documents etc. It is the memory of the company. Nothing is lost and this has a reassuring effect.


How to boost customer loyalty? 

You don’t talk to a construction professional the same way you talk to a Sunday handyman. Building customer loyalty involves a personalized approach but can involve rethinking distribution channels, for example by adding an e-commerce site. A study indicates the following top three reasons why customers subscribe to a loyalty program, let's admit a newsletter: to discover new products and services: 50%. To receive offers and promotions: 46%. Because they’re loyal customers: 38%. Flexibility and personalization are the keywords. Customers deserve to be seen as individuals and communication deserves to be aligned accordingly. 

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Best practice : when clients subscribe to a newsletter, send them a welcome e-mail with a link to a form where they can update their preferences.