CRM Don't forget to "M"

Upon being asked what is CRM? We all dash to our marketing text books blow off the dust and regurgitate the good old practice of analyzing data by use of technology in order to improve business relationships...yeah!!! Since we're in the acronym department let's grab a PLC and AIDA throw it in our sales and marketing kit and hit the streets. Also,after your done relating to the customer please do not forget about poor little old management. Relationship management is a huge problem that distorts transactions. Overall, management is diverse and can be done in various ways. However, it is important to note that management revolves around a system. CRM is no different. For example, many relationships revolve around a credit system. The method of saying "your welcome"first in high hopes that you will receive a "thank you" later is a booming practice right now. The main reason why that relationship breaks down is because the customer is perceived to be the beggar and not the chooser.Eventually both parties become the loser due to debt. Next,we have the point system. The system of hope. Basically,the customer believes that if they continue to pile up the points they will receive "something" or a discount. Points always made me feel uncomfortable. The establishment seems to using some mysterious magnetic force to stay connected to me. They seem to want me to get hooked on the points and get me into a reckless shopping habit just for the purpose of gaining some "points". The customer always loses with that system and the house gets it all. The best system is a performance based system. The customer will get rewarded based on performance. In other words, you get what you give. The customer seems to like shirts and buys them constantly, why not reward them with a free shirt. Or, turn consistent & loyal customers on to new products buy throwing it in with their purchase? By far, the performance based CRM system is superior to others. Nevertheless,many establishments refuse to practice it. Enjoy your visit