There was a time when frequent flyer miles, loyalty award systems and credit card points were virtually unknown to businesses and consumers alike. CRM history shows that customer relationship management is the system that popularized consumer benefits such as this.
CRM history is indeed a brief one when it comes to the technological aspect of customer service. Although marketing campaigns and strategies go back a long way, most entrepreneurs used to rely on generic means to attract potential customers and gain loyal ones. Before the dawn of CRM, most companies were not ingenious when it came to having personalized customer relationships.
The Dawn of CRM
CRM emerged in the 1980’s and this early version was called database marketing. Database marketing wasn’t as intricate as the well-developed CRM of today. It mainly comprises of an organizations’ customer service staff interacting with a company’s clients. Although helpful, it wasn’t exactly a seamless process and information on the existing database tended to be unorganized, hard to track, update and retrieve.
The Rise of CRM
CRM history shows that the 90’s saw great improvement in terms of Customer Relationship Management. Companies began to see the benefits of offering perks to customers and potential ones in exchange for relevant customer information or for repeat purchases. Companies also began to regard customer service as a continuously evolving skill rather than a stagnant service to be picked up and used whenever necessary.
A Fully-developed CRM
Today, CRM has reached its full potential, allowing businesses to maximize their own potentials as well, to achieve superior customer service. More advanced tools are made available and innovation allows customization of software to fit a particular business or industry. Benefits enjoyed by customers such as bonus points and loyalty rewards are also advantageous to the companies that award these benefits: now they can easily track the behavior, spending history and patterns of their customers.
With CRM’s online capabilities, storage issues for huge databases can now be resolved, especially for big corporations. CRM software developers are now offering offsite storage of data and opening secure Internet mediums for staging CRM.
CRM is most useful for organizations whose success depend vastly on technology or customer service. That’s why a lot of CRM-based tools and software are utilized by credit card companies, the telecommunications industry and even the computer hardware and software sectors. From customer acquisition, to trouble shooting and encouraging customer loyalty, CRM will be a useful system to achieve these goals.
CRM history has indeed shown that something truly useful and effective can come a long way in such a short time. As long as businesses continue to thrive on effective management of customer relationships and as long as there are customers to satisfy, then CRM will also continue to develop and evolve to greater heights.
As shown by CRM history, customer relation management has indeed empowered consumers to choose the companies worth patronizing. CRM has made customer service a global interaction so consumers can now easily switch to better services if unsatisfied with current one.