The Real CRM
I listen to the history from him in person. We were in a CRM conference. One of the American CRM gurus told it.
He was pleasured when he was invited as a speaker. 30 years ago when they got married, they have come to a place closer to the country where the conference is hold for their honeymoon. He has wished to come together with his wife one week before the conference and to stay at the same hotel. He has found it from internet and made a reservation.
The hotel is 40 - 50 km far from the city. When they have got off the plane, they have got on the suburban. They have got off at the station and got in a taxi. They have chat with the driver. After 15 minutes, they have come to the hotel.
When they have come to the hotel, the driver has carried their luggage in. The old couple have glanced around. The young man at the reception desk has said “We are proud of that you visit our hotel again“.
The CRM master has immediately questioned the meaning of the words. Since he has made the reservation from internet, he did not tell anyone that he has stayed at this hotel 30 years ago. The young man perhaps is not at his 30. It is impossible for him to review the records of those years. Moreover, since he is a master about the data base, he thinks that there will be a matter from this. Although he is enjoyed to hear such a word, he has insisted and asked “How you can know that we came here before?”
The young man refused a while but due to the insistence of the master he had has to tell. They has agreed with the taxi driver. While he was carrying the luggage, he was telling the knowledge to the young men that he has got from the passengers while they were chatting.
That’s it! Before purchasing thousands of dollars of software and hardware in order to improve the customer relations, it should be understood and be dedicated. The real CRM is performed by information and desire, but not only expensive investments.
Etiketler: commitment, CRM, customer, investment, knowledge management, loyalty, satisfaction
Category: CRM, technology
Uğur H. Özmen, started his professional life in Price Waterhouse Consultancy at 1981. He has worked in various service sector companies including consultancy, shipping agency, training, leasing and retail banking for over 27 years.
