After discussing customer loyalty, I will explain about CRM (Customer Relationship Management). There is a very close relationship between customer loyalty and CRM. Customer loyalty is the goal of CRM. If described more simply, a company implements CRM in order to make the customer repeat his buying and was satisfied with the experience of using a product company.

CRM Process

CRM is an interactive process that converts customer's data (current customer based on data) into loyal customer  through four activities, include: Collecting customer data, analyze customer data and make the identification of target customers, develop CRM programs, and finally implement CRM programs. It would be easier if the process is illustrated by the diagram shown below: 

Collecting Customer Data in CRM Process

This is the first phase of the CRM process. Customer databases usually contain data that is collected about the customers. This database will be the basis of the next CRM activities.

I will give examples of basic information or customer data examples which are usually collected, you can add or modify in accordance with the needs of your company. The example is as follows:

-Transaction complete history of customer purchases made.
-Customer’s contact.
-Recording of the customer interactions with your company.
-Information about what customers liked or the most widely purchased by the customer.
-Demographic and psychographic information that describes the customer.

Tips for Getting Customer Data in CRM Process

There are some people who do not want to give information about themselves to others, such as email addresses, telephone numbers, and so on. To gain successful CRM programs, you must obtain a complete customer database. For that, based on my experience in running a business, I will give tips for customers willing to give their contact data. The tips are as follows:

-Offer a shopping card or card member
The program is also intended for a customer loyalty program. By having this card the customer will be given a discount to attract them, giving rewards for a particular point of purchase, special services intended only for people who have a member card, and other exclusive programs.

Customer will provide demographic data and other information when customers will sign up to get a member card.

-Connect your customer account numbers and credit card (third party)
Some companies can collect enough information about its customers through transactions with personal information derived from transaction data obtained from a credit card or account number.

In this article I discuss only the first point of the CRM process. I'll continue the discussion of the CRM process for point data analysis, developing CRM programs, and implementing CRM programs on the next articles.

Articles related to CRM:
CRM software 
Inbound and outbound CRM
Relationship marketing strategy