In order for a retailer to become a loyal friend they first need to become a brand, and then infuse their brand with human qualities. Humanized retailers create an atmosphere where customers are able to relate with it and form emotional attachments, much like the way they relate to human beings.

As members of the community, retailers gain entry into their customers' lives. This allows the retailer to begin the courtship of friendship and personalization. By showing respect, interacting, providing help and information, and respecting customers' privacy, the retailer becomes a friend.

In the commercial world, the importance of retaining existing customers and expanding business is paramount. The costs associated with finding new customers mean that every existing customer could be important.

Customer relationship management (CRM) helped B&Q to gain an insight into the behaviour of their customers and modify their business operations to ensure that customers are served in the best possible way.

A major benefit can be the development of better relations with your existing customers, which can lead to:
 

• increased sales through better timing due to anticipating needs based on historic trends

• identifying needs more effectively by understanding specific customer requirements

• cross-selling of other products by highlighting and suggesting alternatives or enhancements

This page last updated on 21 June 2008 - ©1996-2008 Kariminia LTD All Rights Reserved
 

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