Customer Relationship Management — should not be something that looks the same for every retailer because it has the potential to be as unique and irreplaceable as every retailer hopes to be. Three things define this type of relationship–retailers, customers, and the mode of interaction.
The Retailer’s Definition
In this discussion, the retailer is a single entity. But in reality, that entity is made up of all the departments and hierarchy of the business. Before a practical CRM operation can be put into place, the business as a whole needs to have a clear vision of what the relationship with the customer should be like.
Every channel and every person working in those channels needs to have the same definition of what the relationship with the customer should entail, and be equipped with the tools and the authority to carry out that relationship appropriately.
The Customer’s Definition
But the other party in this relationship, the customer, also has a say in what defines the relationship. If the customer is not able to control the level of involvement or see value in the interaction, they will decline the relationship and take their business somewhere else.
Customers vary in what they want from a retailer, and the more control they have over the parameters of their relationship, the more apt they are to see reasons to engage in that relationship.
The Mode of Interaction
The third part of any relationship is the mode of interaction. This can be face-to-face, online, or any combination of interactive elements, but the way the history of interactions is recorded and utilized will have an effect on the way the relationship progresses.
ChainDrive CRM Software is designed to manage all the unique aspects of customer relationships. From the retailer’s perspective, it can be customized to reflect an integrated, cohesive representation of vision. From the customer’s perspective, it can allow all the personalization necessary to keep that relationship the way they want it. And the mode of interaction, the software itself, is supported by an always-available team of experts so it keeps the relationship between retailer and customer positive.
