The Process Of Customer Management

From the time when a company spots a potential customer up to the time when that

person eventually buys what is on offer and becomes a real customer, there are steps that are taken by the company to effect this customer management. Making sure that the customer becomes not just a one-time customer is important because it offers a sense of security to the business and it gives it the chance to actually hold onto a customer. The entire process of getting and keeping a customer is laid out below.

1.Casting out the net

This is the very first step of the customer management process and it is where everything starts. When a company has a product it is selling, it goes out of its way to look for customers who will purchase the product. What the company does is it involves in promotional and marketing ventures to attract customers. The company may also offer several incentives to possible customers with the promise of a set of benefits. It goes ahead to advertise whatever it is hoping to produce and thus gives customers a reason to purchase the product.

2.Owning the Customer

One of the goals of a company is to get customers and keep them. It is better to have a few loyal customers who you can rely on than to have numerous unpredictable customers. The one way of ensuring that you have a group of loyal customers is by offering them top class customer care. The goal here is to have them appreciate not just your products or services but also your service delivery. In the event that there is another company offering products or services similar to yours, the only difference between the two of you will be customer management. The one who handles customers better will most likely have more leverage over competitors.

3.Taking advantage of the relationship

When you have ascertained that the customers are loyal to your product or service, you can then be sure that you can use them to help you spread your gospel far and wide. Through the customer relationship management systems you will be able to stay in touch with them and keep offering incentives for newer products and services. With time, they too will begin to spread the word and since they are loyal to your brand, they will most likely stand up for you in your absence. Human beings are naturally inclined to defend the brands they are loyal to when compared to other brands. This is so that they can offer vindication for their loyalty to those particular brands. In attempting to defend the brand, they will end up talking about the benefits of the brand they prefer in comparison to other brands thus promoting and offering a platform for newer clients.

Through well thought out customer management, the company ensures that the old customers continue to walk in through business doors, and each time they walk in, they come with newer and better opportunities for the business.

by: carterpelley

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