What is CRM?
I am often asked, what is this thing called CRM?
Simply put, Customer Relationship Management (CRM) is a business strategy to acquire and retain profitable customer relationships. In other words, it’s a strategy that combines the power of people, process and technology to grow a business successfully (or sell out a new home community). CRM is applicable across industries and is primarily a function of the sell-side of a homebuilders business, namely marketing, sales and customer service.
The founder of CRMguru.com, Bob Thompson, has a really good quote about the importance of how a customer feels about you:
“Successful CRM is about competing in the relationship dimension—not as an alternative to having a competitive product or reasonable price—but as a differentiator. If your competitors are doing the same thing you are (as they generally are), product and price won’t give you a long-term, sustainable competitive advantage. But if you can get an edge based on how customers feel about your company, it’s a much stickier—sustainable—relationship over the long haul.”
