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Customer Relationship Management

Customer Relationship Management

The main goal of customer relationship management is to achieve customer satisfaction. Customer relationship management is a strategy to maintain relationships with customers and potential customers of the organization. This strategy also helps in retaining customers. Managing and maintaining customer relationships help understand customers perspective on the project or product better which will in-turn help in building a product which will meet customer expectations. An organization has multiple clients and behavior of one client varies from the other.


Customer relationship management can be a huge benefit to a business and can also help understand the possible improvements that can be made to the current operating procedure based on the needs of the customer. Customer relationships and improvement of business delivery go hand in hand. The chances of failure of a project can be reduced by maintaining customer relationships as frequent interactions with the clients help the project team be on track and not deviate from the expectations of the client.

Poor maintenance of customer relationships might lead to loosing stakeholders. It is always very important to understand customer needs and expectations which is possible through customer relationship management. Every project handled by organization is developed in such a way that it satisfies the customer needs and reaches customer expectations. The services provided to the customer can be improved by maintaining a database of customer interactions. When on an interaction with a customer we can go back and check the previous interactions of the customer with the company so that the customer issue can be understood quick and a solution that satisfies the customer can be shared accordingly.

Every organization must preach and practice that the customer is always right. Understanding the end user behavior will help developing business strategies accordingly. Addressing customer issues have been prioritized these days. Every business irrespective of its size needs customer relationship management. All the companies including start-ups have come up with customer service desks to address customer issues. Customer service desk is a team the customers directly interact with and report any sort of issues they face with a product.

A tool named CRM Salesforce has recently come into the market which helps in maintaining customer relationships. CRM system is very dynamic and records all the customer interactions. CRM tools are often customizable to make it user friendly. Maintaining database of customer interactions helps as a reference to study the customer behavior. Customer service is one of the major factor for customer satisfaction.  Companies using the CRM tool have reported the increase in the company’s efficiency.

A better customer experience can be achieved by a better customer relationship management. Satisfied customers always prefer to stick to the same organization and spread the positive comments with other stakeholders by word of mouth which attracts more customers. It is always easy to retain current customers then to look for new customers. This helps in the growth of customers. Growth of an organization is directly proposed to the satisfaction of customers which can be achieved through maintenance of customer relationships.

When we start understanding the customers by maintaining relationships, the customers tend to cooperate with us in case of any hick-ups with the project. Customer Relationship management is a huge advantage to the companies looking for growth.




About Manvitha Gorentala

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