CRM Basics, what does CRM do?
Customer Relationship Management is everything that makes up the way you and or your organization touches the lives of your customers and prospects. You achieve it with purpose, with policies and procedures, with culture, and with supporting software and other resources. One of the magic buzzwords today in marketing is “customer base.” We’re told that in the Digital Age we can create a “customer base” that will help us create and capture more customers. That may or may not be true. The research is clear. What the research is clear about is what it takes to have a customer base. You have a customer base when you have two things. First, you must have frequently, mutually beneficial interaction. A customer base requires people within an organization “touching” customers and prospects on a regular basis. These touches need to add value on both sides. Frequent, mutually beneficial interaction is important, but it isn’t everything that makes up a customer base. You don’t have a customer base
