ASPECTS OF TOTAL QUALITY MANAGEMENT APPLIED IN ...

Annals of the University “Constantin Brâncuşi”of Tg-Jiu, No. 1/2008, Volume 2,
ISSN: 1842-4856
NEW STRATEGIES IN CUSTOMER RELATIONSHI MANAGEMENT:
GAINING CUSTOMER PERMISSION
Claudia Bobâlcă
Prep. Drd., Univesitatea Alexandru Ioan Cuza Iaşi
ABSTARCT
CRM is a business strategy evolved to manage the development of a company, the acquisition and retention of its
customers and to create long-term value between them. CRM has spurned the development of the new business-toconsumer,
business-to-business markets and business approaches to database marketing and personalization through a
multi-channel environment. New technologies are making it possible to engage in real-time customer dialog anytime
and anywhere. Consumers respond differently to communications from the firm depending upon the extent to which the
consumer has actively chosen to receive these communications. There are differences in consumer behaviour between
those who "opt-in" (tell the firm they want to receive information), and those who choose "not to opt-out" (choose not
to tell the firm they do not want to receive such messages). Permission marketing is about building an ongoing
relationship of increasing depth with customers. Permission marketing is an approach to selling goods and services in
which a prospect explicitly agrees in advance to receive marketing information. Advocates of permission marketing
argue that it is effective because the prospect is more receptive to a message that has been requested in advance and
more cost-efficient because the prospect is already identified and targeted.
Customer Relationship Management in Business
Customer Relationship Management is a corporate level strategy which focuses on creating and
maintaining lasting relationships with its customers. Although there are several commercial CRM
software packages on the market which support CRM strategy, it is not a technology itself. Rather,
a holistic change in an organizations philosophy which places emphasis on the customer.
A successful CRM strategy cannot be implemented by simply installing and integrating a software
package and will not happen over night. Changes must occur at all levels including policies and
processes, front of house customer service, employee training, marketing, systems and information
management; all aspects of the business must be reshaped to be customer driven.
CRM, in its broadest sense, means managing all interactions and business with customers. This
includes, but is not limited to, improving customer service. A good CRM program will allow a
business to acquire customers, service the customer, increase the value of the customer to the
company, retain good customers, and determine which customers can be retained or given a higher
level of service. A good CRM program can improve customer service by facilitating
communication in several ways:
• Provide product information, product use information, and technical assistance on web sites
that are accessible 24 hours a day, 7 days a week.
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