Customer Relationship Management: Getting It Right!

3.2. Defining CRM Concepts

There are several important concepts that support the CRM definition. These concepts must also be commonly defined and understood, because they are critical to any successful CRM effort.

3.2.1. Customer Life Cycle

The CRM concept includes the definition of the customer life cycle. The customer life cycle is your customer's view of her relationship with your organization over the long term. The customer life cycle is NOT your company's view. For example, “Product Support” is not part of the customer life cycle. It is certainly a function that your company provides to help customers use your products or service. But from the customer's perspective, the perfect world is where everything always runs perfectly and she never ...