CRM is commercially driven. Resting at the heart of CRM is maximizing profit through customer development with a focus on “best customers”—those that contribute most to revenue and profit. To identify “best prospect” customers, reach and convert them and develop them into ongoing loyalty. BUT, what is loyalty and how do we nurture and own it? Implicit in the definition of brand loyalty is the existence of a relational bridge existing between the brand and the customer. A commitment that underpins an emotional bond manifesting itself in a public declaration of “It’s my brand of choice” by the customer. This is the “R” in CRM: the relationship between the company (brand) and its customers.
Let’s start by taking a helicopter ...
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