Customer Relationship Management Systems Handbook

The Customer Today

11

These four fundamental aspects of maintaining relationships with the

knowledgeable customer of today are the basis for a formalization of a

customer relationship strategy. On each of these fronts, organizations need to

position themselves to gather customer information, store it, and then use the

appropriate technology tools to access this information and apply it to manage

each and every customer relationship.

One-to-one customer relationships are strengthened by monitoring the

individual transaction stream to understand behavior and detect significant

changes that lead to the need for a customer dialog. The transaction stream

can be used to accurately assess the value of each relationship. Transactions

can be viewed from different ...