CRM

Customer Relationship Management

Customer Relationship Management (CRM) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise or individual manage customer relationships in an organised and efficient manner.

In Calum’s case, he has built a database (little black book) about his customers (conquests). This database describes relationships in sufficient detail so that his management (himself), salespeople (himself), and customer service reps (himself) can access information (levels of attractiveness and sexual prowess); match customer needs (maintenance levels and expected sexual performance) with product plans and offerings (Calum’ s sexual portfolio); remind customers of service requirements (his sexual demands); know what other products a customer had purchased (who else they have had recent sexual relations with); etc.

Uuuhhh, What is it?

The better Calum can manage the relationships he has with his customers the more successful he will become. So in Calum’ s situation, if he is able to maintain good terms with each of his ‘conquests,’ his reputation will not be tarnished by disgruntled women venting their frustrations via the tabloid newspapers and online platforms. This will help him expand his ‘brand’ and gain new ‘business’ – appealing to new female ‘customers’ as a naughty but nice lothario who is caring and thoughtful and caters to his ‘customers’ needs.

The problem is, that’s a lot of women who would need maintaining. Corresponding with all of them with texts, emails, letters and phone calls would require a team of full time staff. Thankfully there are CRM IT systems that help support dealing with customers on a day-to-day basis.

Why is it important?

CRM is not just the application of technology, but is a strategy to learn more about customers' needs and behaviours in order to develop stronger relationships with them. As such, it is more of a business philosophy than a technical solution to assist in dealing with customers effectively and efficiently. Nevertheless, successful CRM relies on the use of technology.

With Calum being constantly on the move he ought to implement a ‘social CRM’ strategy. Purchasing ‘off the shelf’ CRM software would not suit his playboy lifestyle as he divides his time between London and LA. His customers are all generally under the age of 30 so therefore ‘digital natives’ – savvy in social media who spend a great deal of time online both checking on their friend and peers and maintaining their own online presence.

What CRM strategy would suit me?

Mobile – I recommend Calum uses the latest Blackberry smartphone. The QWERTY keyboard will allow him to effortlessly compose more lengthy emails to his most ‘cherished’ customers. Blackberry messenger could keep his most high maintenance customers happy with instant messaging and WIFI would enable him to check email, Tweet, visit Facebook and of course look at pictures of himself and stalk / research potential future customers.

Location Based data – ‘Checking in’ to places on Foursquare, Facebook places and Google latitude would enable Calum’ s most ardent followers to feel like that he isn’t ignoring them, after sleeping with them once 6 months ago and not replying to their communications since. By being kept aware of his location, they would feel that he is somehow more accessible – as his location is being shared he is somehow within their reach and has not simply disappeared off the face of the earth. He could also check who is going to the right kinds of places and with who, so is therefore a more suitable candidate for his services and attention.

Social media – Careful maintenance of his Facebook fan page, Twitter account, YouTube channel and Flickr page would give his customers the impression that their needs are being catered for; that is with having so many customers to tend to it would not be possible to correspond with them on an individual basis. By sending out group bulletins and updates his many followers will feel their needs have not been forgotten, and as they are public there is also the chance that it may attract new business.

If properly implemented, Calum’s CRM strategy would lead to enhanced customer satisfaction and retention, and his reputation in the marketplace would continue to grow.