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Customer relation management
Lecture 5
What is customer relation?
- Keeping in touch and knowing your costumers
- Right product at the right place and right time.
Customer relation management is now peeking thanks to the abilities IT offers.

Why is it is important?
- Successful businesses are not build on single sales but on repeat customers.
- Satisfied costumers give a high risk of lost to competition
- Good customer relation management can place a company above the competition.
- Any product advantage today is copied by the competitor tomorrow.

How to make customer relation management tangible?
- Most common business measures at the moment:
• Profitability
• Productivity
• Quality
• Schedules (priorities)
- Give customers the possibility to try something.

Some practical rules (Carl Sewel)
1. Ask customers what they want, and give it to them again and again.
2. Saying ‘please’ and ‘thank you doesn’t insure you’ll do the job right the first time, every time. Only system guarantee that.
3. Costumers expect you to keep your word, exceed it. Don’t promise to much. Be sure of what you tell your customer.
4. When the customer asks, the answer is always ‘yes’.
5. Every employee who deals with clients must have the authority to handle complains.
6. Encourage your costumers to tell you what you’re doing wrong.
7. Measure everything.
8. Salaries are unfair. Pay people like partners.
9. Show people respect. Be polite, it works.
10. Learn how the best really do it; make their systems your own. Then improve them.

Question
A company just started their business and wants to know why costumer relation management is important and how he can check if their approach works.