Understand interactions with the current customer base. The interaction between the customer and the organization is considered to be the foundation on which a CRM system is built. Only through effective interactions can organizations learn about the expectations of their customers, generate and manage knowledge about them, negotiate mutually satisfying commitments, and build long-term relationships.
Effective management of customer interactions recognizes that customers provide information to organizations across a wide variety of touch points. Consumer-centric organizations are implementing new and unique approaches for establishing interactions specifically for this purpose. They include Web-based interactions, point-of-sale interactions, and transaction-based interactions.
1. Develop a plan for establishing and managing interactions with a business's customers. In this plan, identify the key touch points for customers, explain how the data warehouse would be designed, and indicate the main interaction methods that would be promoted to the customer.