It is often experienced that companies tend to focus on the product rather than on the customer, which is not always value-creating for the company in light of the fact that it is difficult to cultivate new customers.

• If the company is sales-oriented, there is a focus on the product from within the relationship with the customer. The company does a lot of talking about the product; its features, benefits, price, etc. There is also a focus on profit through production and volume, and one seeks to sell the product by convincing the customer to buy in the hope that the product is better than the competitor's.
• If the company is not customer-oriented, the focus is directed outwards towards the customer, and needs and wishes are uncovered. The company seeks profit through customer satisfaction and loyalty, and makes sure to deliver value for the customer. A value that the customer cannot get anywhere else.

The customer-oriented company is characterized by:

• to gather knowledge about the customer
• to process knowledge about the customer
• to share knowledge about the customer in the company
• to use knowledge about the customer in mutual value creation

CRM is competitive strategies aimed at creating value for both the customer and the company. The strategies are based on an understanding of the customer's individual needs and preferences.

The purpose of a CRM strategy is to support:

• relationships and interaction between the company's employees and customers
• business processes between the company and the customers
• knowledge sharing in relation to customers

CRM can be used as a tool to:

• find..
• win..
• develop..
• maintain..
• win back customers

It is important to be aware that all customers are not the same and that they must therefore be treated differently. It requires different forms of communication, services and efforts as well as targeted marketing to satisfy all customer groups. The success is mainly due to the focus on people – on customers and on employees – and their relationships with each other. The employees are important, as they are the ones who have contact with the customers.

A CRM strategy can succeed:

• When the strategy is clear and anchored
• When management is committed and takes the lead
• When the management itself uses the CRM strategy and it is run as a business project
• When there are clear performance targets
• When the process work is based on the company's potential and mutual value creation for customer and company
• When employees are involved from day 1

How to create the optimal CRM implementation

> Read more about CRM here and here

>> See Per Østergaard Jacobsen's videos about CRM here