CRM: What Forms a Strong Customer Relationship?

Customer Relationship Management
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Anneke Zwart
Student (University), Netherlands

CRM: What Forms a Strong Customer Relationship?

Of course a vital relationship between customer and company is critical for CRM to be efficient. But what forms a strong relationship? The answer on this question is not always clear. Nguyen and Mutum mention four essential factors important in pertaining a strong customer relationship:
1.Trust and commitment: Trust means feeling secure by believing in positive and beneficial intentions of parties involved. Therefore, trust is positively related to satisfaction and loyalty. Besides, trust is an important component of commitment which also increases satisfaction and loyalty.
2. Satisfaction: there exist a positive relationship between satisfaction and loyalty; satisfied clients are more likely to maintain a good relation. Furthermore, since a relationship’s duration is dependent on a clients subjective evaluation of this relationship, satisfaction increases the duration of a relationship as well.
3. Symmetry and independence: symmetry means to what extend the members of the relationship are equal. The more asymmetric a relation, the more likely conflicts will develop and thus the less stable the relationship. Furthermore, the more dependent one party is on the other party, the less symmetric and thus the less stable a relationship.
4. Fairness: research has shown that fairness in a relationship improves the quality. It is essential to develop projects and methods which are considered to be fair by the members of the relationship, in order to maintain a good relation.
Source: Nguyen, B. And D. S. Mutum. (1995). A Review of Customer Relationship Management: Successes, Advances, Pitfalls and Futures. Oxford Brookes Business School, Oxford Brookes University, Oxford, UK, and Warwick Business School, University of Warwick, Coventry, UK


Mohammed Rahim Ullah
Financial Consultant, Bangladesh

One more Factor to Create A Strong Customer Relationship

Have a CRM Practice for customer equity building / relationship banking. If you want to ensure custo... Sign up

Richard Ahumibe
Management Consultant, United Kingdom

Factors for a Strong Customer Relationship

Keeping our promises to our customers (nothing binds like a promise kept) and giving extra support t... Sign up

Orane Farquharson
Project Manager, Canada

When will Customer Relationship be Strong? If there are Mutual Benefits and 2-way Communication

From a sociological perspective, the ability to create a mutually beneficial scenario. Customers can... Sign up

Praneet Varma
Manager, Indonesia

How to Form a Strong Customer Relationship: Voice of Customer and HR

To add, ask customers what they want and how can we make things better. The quality must keep incre... Sign up

Marcel Wiedenbrugge
Consultant, Netherlands

Building a Strong Customer Relationship: The Role of Consistency

As part of 2. Satisfaction, it's important to have consistency and we should be managing expectation... Sign up

Mohamad Nasir Mahmood
Director, Malaysia

Balancing Internal and External Customers

There are two kinds of customers: - external customers - those who pay and receive the products or ... Sign up

Naomi Elisabeth

When will a Customer Relationship be Strong? Customer-Orientation and Sincerity

When we focus on the customer and we put ourselves in their shoes, we will be able to understand and... Sign up

Management Consultant, Singapore

CRM: what Forms a Strong Customer Relationship?

Having an actual relationship is # 1. Next is you are always there to listen and provide solutions w... Sign up

Musyoki Muli
Director, Kenya

How to Build a Strong Relationship: Communication to Customers

@Orane Farquharson : I agree that communication that updates the customer on upswings and downswings... Sign up

remo ram mero
Financial Consultant, Saudi Arabia

Creating Strong Customer Relations by Scheduling Appointments

@Lim Poh Khai : I agree on the practical side, creating and scheduling appointments with customers s... Sign up

Stephan Weber
Business Consultant, United Kingdom

What Forms a Strong Customer Relationship: Deliver what your Customers Value

Create the right value: identify and deliver what is important to your customer. From experience I k... Sign up

P. ter Horst
Strategy Consultant, Chile

Providing Status to the Customer

The four principles mentioned by Anneke are valid, but none of them seems to be as relevant as the c... Sign up

Jaap de Jonge
Editor, Netherlands

The Role of Status in Forming a Strong Customer Relationship

@P. ter Horst: thanks for your thought provoking reaction. I believe you are right to say that it is... Sign up

Marcel Wiedenbrugge
Consultant, Netherlands

What Forms a Strong Customer Relationship is Different in B2B and B2C

I like to make a distinction between B2C and B2B: - In B2C, status, as Ter Horst mentions can be mo... Sign up

Dr. Sapna Dadwal
Professor, India

Achieving a Strong Customer Realationship also Requires Sharing the Mind of the Customer

Apart from the above points I think sharing the mind of the customer and creating the value each cus... Sign up

Mary Grace Mabunga
Student (MBA), United Kingdom

Associations and Experience are Two Main Themes of CRM as a strategy

@P. Ter Horst: Based on my research, company's are associated with different expectations. These exp... Sign up


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