Customer relationship management (CRM) offers several advantages over traditional mass-media marketing, particularly in terms of customer service:
Personalized Service: CRM systems enable companies to collect and analyze customer data, allowing for personalized service that meets individual customer needs and preferences.
Customer Engagement: By engaging customers through personalized interactions and targeted communications, companies can build stronger relationships and loyalty.
Competitive Differentiation: Offering superior service based on deep customer insights gained from CRM can differentiate a company from competitors who may rely solely on mass marketing techniques.
Enhanced Customer Experience: CRM helps in delivering a consistent and high-quality customer experience across all touchpoints, which is essential for retaining customers and encouraging repeat business.
Feedback and Improvement: CRM systems facilitate the collection of customer feedback, enabling continuous improvement in service offerings and customer satisfaction.
References
Peppers, D., & Rogers, M. (2016). Managing Customer Experience and Relationships: A Strategic Framework. Wiley.
Payne, A., & Frow, P. (2013). Strategic Customer Management: Integrating Relationship Marketing and CRM. Cambridge University Press.
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