What is Customer Management?

The goal of managing customers is to coordinate every way through which you interact with your customers, and to help develop new relationships between your company and the people who buy products from you, from the time they make their first contact with you through purchase, assistance, and ongoing loyalty.

The end goal, therefore, is to understand and consistently meet your customers' needs while creating lasting relationships. When you successfully manage your customers, you will turn a one-time buyer into a lifetime customer, and an existing lifetime customer into a promoter.

Customer Management vs. CRM

These terms are frequently used interchangeably, yet they do not mean the same thing.

Customer management is the approach. It’s your choice in managing relationships, what information is important, and how groups ought to react to client demands.

CRM (customer relationship management) serves as the software that underpins that strategy. A CRM keeps contact details, monitors engagements, and streamlines follow-ups. It's a resource, not a strategy.

Outstanding customer management is possible without costly software. You cannot achieve outstanding customer management without a well-defined strategy for how you engage with individuals.