Changing consumer attitudes are driving Customer Relationship Management. Fuelled by Internet induced expectations and an even increasing mood of self reliance among customers, companies have to compete in an environment where communication, buying processes, data management, delivery and service are all-important in the battle for longterm, profitable relationships.
Customers now require:
– Control over the buying process (information, comparison,
selection, easy to find, use and respond to)
– The best possible price (including delivery, and without
compromise to brand or product quality)
– The quickest, slickest delivery system (preferably free)
– All payment options (secure)
– Communications designed to suit the particular need
(computerised; complex; caring)
The above apply whatever the form of trading:
– Direct
– Traditional
– Retail
– E-commerce
– Wholesale
– Combination
These attitudes combined with the development of new technology and the growing convergence of a number of ‘new –...
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