NGR's Blog

Every business, every industry faces attrition. Customers leave for a variety of reasons which are easily recognizable. For example, customers stop purchasing disposable diapers when their children no longer require a diaper, automobile owners may no longer patronize the car dealership when the warranty is no longer in effect. A competitor's new products might cause unforeseen churn. While there are many logical, rational and understood reasons that a customer leaves a company it is the silent attrition which can be the most devastating in this economy.

CRM, or Customer Relationship Management, as a technology solution and application is not simply a product to be purchased with associated benefits enjoyed. CRM, in this light, is a business system that integrates and enhances a customer centric business plan of a given organization. A precursor to gaining a quality CRM application is the complete understanding of HOW the organization operates and interacts with customers. Most businesses have a clear picture of how they are supposed to run, but with a complete process review (the initial stage of any successful CRM implementation) often shows that the “what is” is separated from the “what was intended.” In many instances, this helps companies realign themselves or see better ways of accomplishing goals. Either way, productivity increases and management gets a better view of the actual corporate operations and a 360 degree view of the customer relationship.