Customer
Relationship
Management
Relationship
Management
Customer Relationship Management (“CRM”) is basically a more sophisticated version of the proven formula “give your customers what they want.” CRM recognizes that most merchants cannot be all things to all people, that merchants must identify who they can best serve — and then serve those select customers well.
At its best, everything is subordinated to managing the store’s most valuable resource — its diamond clientele. Every management decision — inventory, deals, advertising, personnel policies, executive compensation, service — is driven by its effect on preferred customers.