Sadly, many business seem to ignore this most fundamental of business realities. If you cannot create customers, and cannot build the relationship after ginitial purchases into a valuable long term solution, then you don’t really have a business.
Over the past 10 years the focus in business has squarly shifted from a product focus to that of customer service, and customer relationship building. Customer relationship management, or CRM, has become a key focus area for many companies.
To be successful at this, it is essential that businesses collect and nurture information about their customers. Through analysing behaviour, and mapping this against lifestage profiles for their market segment, they can begin anticipating customer needs. Once they have meaningful profiles of their customers, they can respond intelligently to inbound calls from customers, or run outbound marketing campaigns that are targetted at selling products suited to each customers lifestage.
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