In today’s complex business world, a company must ensure it
has the right systems in place for managing customers. Here we define what is meant by Customer Management.
One definition of Customer Management would be that it encompasses
all the systems, processes and applications needed to manage the
The implementation of a robust IT system for collecting and
collating customer data is necessary for most large companies these
days. Even the smallest organization will have a need for some kind
of customer management system.
Customer Management systems and applications (also know as CRM, or
Customer Relationship Management) are used to capture, research and
analyse information such as customer behaviour, buying preferences
Customer retention and loyalty are important goals for successful
companies. These business aim to retain and develop a core customer
base. Good customer management enables companies to ensure the
services they provide are inline with what the customer wants.
Importantly, it can also identify further opportunities for growth.
At the heart of customer management is the customer database.
Customer Data is an extremely valuable asset of any business. A
business that has clean, correctly formatted and accurate data will
be able to provide a good level of service as well as saving time
A well chosen customer management process should be able to capture
customer feedback. This valuable information can and should be used
by management. Positive feedback can be built on to offer even more
great service and negative feedback can be corrected and acted upon.
There are many Customer management software systems on the market.
Well known names for small to medium business include salesforce,
ACT! and Microsoft and for the larger business, companies such as
SAP and Oracle are widely chosen.
In summary, organizations with a successful customer management
system can expect to report higher profits, growth in revenue, lower
costs and stronger customer loyalty.