Customer Retention Should Not Be Dependent On Computers

In an interesting article appearing on crmbuyer.com, writer Fred Morath outlines how companies should not depend solely on computers to retain customers.

It seems that more companies see CRM as “customer response management…but it means a lot more as customer relations management”.  The best direct marketing to win customers and increase sales  should come by realizing that the customers are real people and not a bank machine filled with cash.

Instead customer relationship management using direct marketing should include honesty about the expectations of the product, shipping the product on time, and other good businesses practices such as these that allow the customer to feel valued and respected.